February, 2002, Los Angeles. Database systems consulting firm retains Desktop Graphics to reposition them as they move to direct sales business model.

Chaparral Software and Consulting Services, a long-time developer of custom database solutions for corporate and education clients, had produced a new software product called Brushfire that they wanted to distribute by direct sales. Unfortunately, their website, designed in-house in the early ’90s, couldn't work with a branded retail business model. So, Chaparral President Russ Kohn called Eric Oxenberg to plot out a new course for the company to follow in upgrading their online presence.

Because Eric had worked with Chaparral on branding and marketing efforts on the Brushfire product launch, he was able to bring the successful elements of previous print and online work to bear in creating a more end-user-friendly look and feel for the new site.

The previous web site

Along with new graphics and a simpler navigation interface, Eric streamlined the information flow to prospects and through direct sales calls to action, led viewers to download trial software and sign up for Chaparral’s marketing lists, enabling the developers to reach their client base directly and close more sales.

The result: Print advertising meshed well with the new online presence, site viewers had a more information-rich and less technical perception of the company, more support resources were made available to purchasers, and direct sales increased.

For more information on DGS or web site development for your organization, contact Eric Oxenberg at .

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