Custom Content, Global Reach
The Association Connecting Electronics Industries (IPC) supports programs to meet the needs of an estimated $1.5 trillion global electronics industry. Its 2,500+ member companies represent all facets of the industry including design, printed circuit board manufacturing and electronics assembly.
The Goal
As part of a major re-branding effort, IPC wanted to provide custom content to increase relevance to its members and to reflect shifts in the printed circuit board industry. Additionally, IPC wanted to recruit members globally and its efforts were hampered by an English-only print publication.
IPC also needed a more cost-effective and modern approach to delivering the developments of its standards processes. The association is the leading source for standards, training, market research and public policy advocacy in the electronic interconnection industry,
The Idea
Imagination proposed eliminating the print publication in favor of web-based custom content to reach membership worldwide and enhance IPC’s importance, especially in Asia.
IPC’s membership is global, and the key to reaching this audience was the development of a website that allowed IPC to maintain a constant, instant flow of information to its members.
In addition to the English-language website, Imagination provides simplified Chinese translation for the majority of content. The dynamic website with Chinese translation gives IPC members timely information and attracts a wider audience in hopes of expanding membership.
The Execution
In addition to fresh, weekly stories that are updated each Monday, IPC.org also features several rich media components, including a podcast, an online slideshow that allows dialogue between IPC and its members, and a series of news feeds tailored to the interests and needs of the IPC membership.
As metrics develop for the newly launched site, subject matter, content volume and frequency and additional translation will be evaluated to ensure that the site remains as relevant and responsive as possible.
