By Jill McCubbin

market2world communications inc., the agency for global innovators, has proudly supported the International Credit Brokers Alliance (ICBA)’s marketing efforts since 2007. ICBA is the world’s largest team of specialist trade credit insurance brokerages offering trade credit and political risk insurance solutions for multinational companies worldwide.

New ICBA Web site in 2012

In May 2012, ICBA wanted to raise the bar and quality of its Web presence to a level that met or surpassed top internationally renowned insurance organizations. The ICBA team, guided by a four-country sub-committee and a six-country steering committee, desired a site that offered more substance about their high-value offerings so that multinational prospects better understand how brokerages across 30 countries work together to unite outstanding local service and expertise with global coordination.

Past ICBA Web site

Working with the ICBA team, market2world developed a full Web strategy, which included:

  • Products/services, vertical positioning and copywriting
  • Creation of a country page template and example copy for use in the creation of 30 “country pages”
  • Three initial site designs – and incorporation of feedback
  • Creation of final design
  • Building the Web site and porting/transforming old content to new
  • A mobile landing page so that prospects using the new generation of smartphones and tablets would be presented with easy-to-read access
  • SEO optimization of both the site and PDF content associated with it
  • Integration of social networking services (Twitter/LinkedIn)

The results have been satisfying, with comments from ICBA members such as:

Many, many compliments. The site has a very professional look and feel. I’m not an expert on IT and website issues, but this looks simply beautiful.”

– René van der Voort, Member of ICBA Board of Management, ICBA Netherlands

The new ICBA site really does just what we wanted it to – ICBA is truly a global organization serving multinational clients and ICBA can now proudly and confidently send clients and leads to this website to get the primary information they need.”

– Lynn Attley, International Credit Brokers Alliance (ICBA), General Secretary

(Jill McCubbin is a conversation architect with market2world communications inc., the public relations and product marketing agency for global innovators.)

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