Williams Randall completes extensive research for IPL

08.31.2011

Indianapolis, Ind. - Indianapolis Power & Light Company (IPL) hired Williams Randall Marketing to conduct comprehensive research and strategic planning services for redeveloping the electric utility's consumer website, IPLpower.com. Over a period of two months, the agency worked closely with IPL to define business goals and priorities for the site and gathered feedback from consumers to better understand their experiences - both positive and negative - with the existing site. Williams Randall's research team solicited customer feedback via an on-site survey and usability interviews and used that data to develop "user personas" that profile the site's primary audiences.

With both the site's users and IPL's business goals in mind, Williams Randall's team of web strategists and architects developed an initial new site architecture designed to make the site easier to use. IPL plans to use the findings from the project to guide implementation of a new design and technical infrastructure that will give future users a better online experience.

About Williams Randall Marketing

Williams Randall is a full-service market-communications agency focused on delivering creatively fresh, strategically sound, measurable marketing programs for its clients. With offices in Indianapolis and Terre Haute, Ind., Williams Randall works primarily with Midwest clients in a variety of industries: tourism, education, entertainment, consumer goods, health care and financial services. Find out more at williamsrandall.com.

CONTACT: Gerry Randall, 317-972-1234 ext 205 or 317-416-9101