The HighMark Funds new website received exactly that when it was declared the winner of the Web Marketing Associations 2004 "Best of Industry" award in the mutual fund category.
The result of a collaborative effort between HighMark and SEI Investments, the site drew rave reviews from judges based on seven criteria ranging from content and design to interactivity and innovation. In developing the new web site, SEI conducted an extensive audit of its strategic and functional areas from branding to ease of use.
Using its Maxweb Fullsite product, SEI was able to combine all the elements of electronic and offline communication to forge a comprehensive online strategy. SEI also hired leading Internet marketing firm Blattner Brunner to assist in the creative process. Prior to its submission to the NASD for approval, SEI conducted a full-scale legal and compliance review of the site.
"Our new site is substantially more cost-effective, both in getting our messages across and in allowing us to update many site components in-house," said Peggy Marco, vice president and marketing manager at Highmark Capital Management, in a release. "Most important, its a major advance in creating the kind of client and intermediary experience we want Highmark to be known for."
The Highmark family of mutual funds, headquartered in San Francisco, has $7 billion in assets under management.