Franklin Street WordPress Website
Richmond, VA-based healthcare marketing firm, Franklin Street, was reorganizing how they approached online marketing: read how Antimatter Co. helped them move from a difficult-to-use closed-source CMS to WordPress and take control over their site.
The Process
Franklin Street was in the middle of a complicated migration between Salesforce and HubSpot. At the same time, they were seeking to leave a third-party CMS service that was closed source, difficult to customize, and provided limited content export options.
Months prior, Franklin Street's internal design team had already designed prototype designs and wireframes months, which set the direction and requirements for content generation by the development and account teams.
Antimatter stepped in with a proposed solution that involved a customized WordPress installation with a "page builder" framework that enabled Franklin Street granular control over their site's layout and functionality. Additionally, Antimatter integrated HubSpot forms and provided workflows to redirect users seeking gated content—downloadable materials requiring the collection of basic contact and demographic information—directly into the WordPress site.
Being a strong proponent that organizations own and should be able to freely export their content, but limited on options with Franklin Street's then-current CMS, Antimatter devised an automated page-scraping process that would collect as much content, including images, without requiring manually visiting each page and copying/pasting content into a new CMS.
Short-term Onsite Collaboration
Once the plans were in place, Antimatter's team set up a workstation in a vacant cubicle at the Franklin Street office and worked onsite with the Franklin Street team an average of 4 days a week. This allowed both teams to work closely with each other in content/design/development sprints and incorporate feedback in an iterative approach.
Within two weeks of preliminary site development, Franklin Street's team was trained in the new CMS and began adding and editing the content in the site white Antimatter proceeded with development on sections that could wait on approved content a little bit further into the project.
Once development completed, Antimatter began the Quality Assurance process by testing the site's layout against a number of platforms, browsers, and devices—both physically and virtually through automation—to ensure glaring layout issues wouldn't be present to the general public.
The Work
The Results
Onsite consulting and daily collaboration with the Franklin Street team proved fruitful: in about a month's time, the firm had a modern, easy-to-manage website that gave their team granular control over the layout on a per-page basis. The iterative feedback approach to taking prototype designs into WordPress and tweaking with Franklin Street's designers helped the joint venture launch a website quickly and efficiently.
Visit FranklinStreet.com to see their new website.
Solutions Implemented
WordPress CMS • HubSpot Integration
Beaver Builder • WP Engine
Project Budget Class*
$10,000-20,000
Post-Launch Services
Antimatter Co. Support Subscription
*Out of respect for our nonprofit client partners and the challenges most nonprofits experience in marketing, the Project Budget Class listed above does not directly imply the total client compensation; indirect price reductions such as donated or volunteered efforts, phased launches, and other measures may be included in the value of such pricing classes.