FCi Federal

Brief Overview

FCi Federal engaged the team at W2 Communications to analyze their current website traffic patterns to determine which audience segments showed the most activity. This analysis informed not only the new website wireframe development, but also ongoing recruiting initiatives as well.

Customer

Fast-growing company providing a wide range of managed professional, administrative and technical services to federal agencies
Nearly 5,000 employees and subcontractors focused on program management support, records management, pre-adjudication support, fraud detection and other administrative support services

Opportunity

FCi Federal approached our team to help them re-discover themselves and re-articulate their brand
Many in the marketplace as well as potential recruits mistook them for a credit union
FCi needed to understand and prioritize both its message as well as its audiences, comprised of potential employees, potential and current partners, as well as visitors from federal agencies

w2 communications fci federal case study

Solution

Our team discovered that contrary to the belief of FCi Federal’s leadership, the primary audience for the website (nearly 70% of traffic) was related to recruiting initiatives e.g. people seeking employment
Given this insight, coupled with the intel gained through our extensive interview sessions, we were able to re-architect FCi’s website home page to better align with the needs of its audience, while also repositioning critical messaging to convey their larger brand message of being a mature company capable of servicing not only federal agencies, but large multi-national corporations as well

Result

FCi Federal’s HR staff reported significant improvement in recruiting efforts due to the improved website user experience and clarity of message
The company was named a 2017 Future 50 Award winner in the large “Blue Chip” category by SmartCEO