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Here IT Is

Here It Is SECTION - Case Studies

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Case Study: West Virginia University Parkersburg Web Site

The Situation:

West Virginia University Parkersburg (WVUP) was struggling with an old, outdated website.  Years of unplanned growth resulted in a hodgepodge of different styles and technologies in a static website that had become unmanageable.  Lacking a Content Management System (CMS), entire sections of the site contained stale and outdated information and no one at the institution could deal with the problem directly.

The Challenge:

Gaining control of the site required scrapping all the static HTML pages and replacing the entire installation with a modern database driven solution on a solid and reliable hosting platform.

The Solution:

The new West Virginia University Parkersburg (WVUP) website, produced by Image Associates, went live on August 16, 2013, just in time for the first week of their fall semester. Built on WordPress, the site represents a vast improvement over what they had before:

  • A fully responsive design that allows the site to display properly on mobile devices without the need for a special mobile site.
  • Assignment of roles to users and user groups permits users to only have access to the functions and content they need or have permission to modify. 
  • Content control includes role-based editing permissions that can be applied on a per-page basis, as well as content moderation (i.e. content can be approved before going live), and scheduled publication of content (i.e. content can be created in advance and published/unpublished according to a set schedule.
  • Multiple page templates allow for customization and differentiation between different areas of the site.
  • For even more customization, WVUP administrators have complete control over the site’s header images and section icons, allowing them to provide a selection of images on a per section basis which the site displays randomly at each page refresh.
  • A complete Events Management feature with visual calendar.
  • A categorized FAQ management system, which automatically generates category-based interactive FAQ’s that can be embedded on any relevant content page.
  • A Staff Directory that can be embedded in its entirety, and on a department by department basis where needed.
  • A Downloads manager that creates a central repository of all the vast numbers of files needed by students, faculty and administrators. Files for download can be embedded individually, by category or through a full file browser.
  • Custom code can easily be implemented within standard content, allowing for display of content generated by other web services, such as the campus emergency notification system.
  • Automated Site Maps are automatically generated for front-end users and can be displayed in their entirety or per section of the site and XML sitemaps are automatically generated for search engine optimization.
  • Custom forms can be created for any purpose and embedded within any content area.  In addition to submission via email to any chosen email address, form submissions are stored in the database and can be later exported in various spreadsheet compatible formats.
  • An improved page management system featuring and easy to follow tree view allows admins to more easily track the site’s 250+ pages.

The Outcome:

The response to the new design has been positive, and the rollout has been featured in the local media. (Parkersburg News and Sentinel link: http://www.newsandsentinel.com/page/content.detail/id/577315/WVU-P-launches-new-website.html?nav=5061)

WVU Parkersburg Marketing Director Katie Wootton had this to say about her experience with Image Associates:

“We chose to work with Image Associates to redesign and launch WVU Parkersburg’s new website because their proposal reflected that they understood our needs and how to best meet them. It’s been a pleasure working with the Image Associates team. Any questions we had throughout the development of our website were answered promptly and thoroughly. They took our heavily outdated website and delivered a final product that is a dynamic, user-friendly website.   We’ve received nothing but positive feedback from both internal and external constituencies, and I would be glad to work with Image Associates on future projects.”

The WVU Parkersburg website is currently live at http://wvup.edu.

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Case Study: New River Rocks

The Situation:

New River was an institution without an identity. Created from four freestanding colleges located in four different cities, New River faced an uphill battle to establish a brand identity with a limited marketing budget. The college had no name recognition in its service area and the local communities that had previously been home to the four individual colleges that make up New River resisted consolidation. Enrollment was stagnant and morale was low.

The Challenge:

Develop brand awareness across four distinct markets, increase enrollment, and create a unified brand culture across all four campuses.

The Solution:

Image Associates immediately went to work to develop a brand and create a spring enrollment campaign.

Spring Enrollment Campaign:

Image Associates identified New River’s target audience and value proposition, created a branding strategy, logo and other collateral materials and an integrated marketing plan and enrollment campaign. Working in the school’s four markets and using three TV stations, a half-dozen radio stations, regional and local newspapers, the school’s Web site and many free media opportunities, Image Associates circulated the broadcast, print and online media it had created for the Spring “Push.”

The Outcome:

The campaign generated hundreds of calls and introduced the school’s brand to a diverse and geographically segmented population. New River’s enrollment rose almost 33% in just a few short weeks and the campaign was pronounced a definitive success.


Case Study: CompareCareWV Web Site

The Situation

The Governor of West Virginia put forth a mandate that all West Virginians should be able to compare health care costs across all health care providers in the state.

The Challenge

The West Virginia Health Care Authority pulled together a team of experts in database development and Web design, which included Image Associates, to produce the CompareCareWV Web site, where West Virginians could search through a massive database of medical procedures cross-referenced against the hospitals and other providers who performed them. The users could search by procedure or by distance from their location.

The Solution

CompareCareWV represented a massive collaboration between Image Associates, the IT Department of the West Virginia Health Care Authority and a third party database administration firm tasked with bringing vast amounts of information in to play. The site was built on a .Net framework and relies heavily on CSS for the look and feel. Image Associates served, in part, as a bridge between the highly technical minds of IT and the less technically inclined West Virginia Health Care Authority administrators to translate needs and wants between those two disparate worlds. The site’s front end, including the user interface, and the graphical look and feel were coded by Image Associates. The server code for pulling the information from the back end database into usable tables of data for users on the front end was also provided by Image Associates.

The Result

The CompareCareWV Web site has received positive notices and press and continues to provide empowerment to the people of West Virginia by way of increased knowledge of health care costs.

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Case Study: Home Delivery

The Situation

In 2002, the West Virginia Housing Development Fund expanded its home mortgage program.  The new program was not restricted to first-time buyers and had no income restrictions. Prior to this program the WVHDF guaranteed loans to first time buyers only and income restrictions and other factors limited eligibility strictly to low-income clients.

The Challenge

The WVHDF found themselves challenged to serve a much broader demographic than ever before; thus a new advertising program targeting a mid to high income audience was needed. Since the program was new and represented an unprecedented opportunity for homebuyers, the task of responding to the great volumes of requests for information (generated by the advertising) in a timely and courteous manner was expected to overwhelm the internal response systems of the WVHDF.

The Solution

Image Associates named the new program “Home Delivery” and produced television,  radio and print ads designed to target homebuyers aged 18 – 54 with incomes above $60,000.  This targeted approach and key visual and audio cues contained in the TV spots were intended to overcome existing perceptions that the WVHDF serves only low-income clients. IA developed a video information packet to answer the most commonly asked customer questions and secured a toll-free telephone number and the services of an Inbound Telemarketing firm to respond to the anticipated call volume. The methodology was seamless to the respondent and ensured timely and courteous call response with no busy signals or hold time.

The Outcome

Over the initial 8-week advertising effort, total requests for information reached 337 per week. Requests continued for 11 weeks after advertising had ceased — averaging 15 requests per week, then response rates dropped to pre-campaign levels of 4 to 5 requests per week. At the suggestion of the WVHDF, Image Associates met with housing fund representatives in Kentucky and Virginia who agreed to form a cooperative advertising group.  The first “multistate” campaign worked so well, all three states agreed to participate in a second cooperative TV spot air flight.

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Case Study: 1800Gambler

The Situation:

Since 2000, First Choice Health Systems, Inc., has operated The Problem Gamblers Help Network of West Virginia (the Network) to serve problem gamblers and their families. In 2009 the network selected Image Associates to “design, plan, and implement multi-media advertising campaigns throughout the state of West Virginia.”

The Challenge:

The Network needed to reach  all state residents twenty-one plus with their message. The message had to be placed in front of the audience with enough frequency to be memorable and ultimately produce a direct response via the network’s toll-free number. While the Network’s advertising budget is substantial, it is not enough to provide a full year of message delivery to such a large audience at a frequency sufficient to ensure retention. In addition, the network’s primary tool for fielding responses (toll-free telephone line) did not provide the anonymity many of its potential clients seek.

The Solution:

Image Associates first created a new logo for the network, three new billboard designs and a graphics package. In response to the need for statewide exposure at retention-level frequency on a modest budget, Image Associates implemented a “traveling media campaign” by placing outdoor and broadcast advertising in each of the state’s five media markets for 12 weeks each versus statewide for 52 weeks. Ultimately, this method produced 60 weeks of high-frequency advertising and created a year-long presence in the West Virginia media marketplace. The level of response to the advertising program was continuous throughout the year where previously advertising response dropped off radically by midyear when advertising dollars were exhausted. Image Associates also redesigned the Network’s Web site and created an online chat feature that allows problem gamblers to interact with online counselors in real time.

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How We Do IT

How We Do It SECTION - About Us

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Bill Hogan

Managing Member

Sharon Harms

Partner, Art Director

Carl Varney

Technical Director

Brit Blevins

Office Manager/Producer
Image Associates, LLC is a full-service communications company created in 1996.  We are West Virginia’s only marketing/public relations firm with complete in-house, high-definition media production capabilities. We can see your concept through from beginning to end. Our award-winning work has garnered scores of TELLY awards and numerous ADDY awards since our creation.
Unlike other agencies who must subcontract television and radio production, we can produce the concepts we develop, thus controlling costs by eliminating subcontractor mark-ups. Our goal is to provide communications that not only support our client’s public relations and marketing efforts, but is also creative, targeted, cost-efficient and effective.

Creative Services

Creative services is one of our greatest strengths. We bring the full force of our firm to bear when a client needs a creative concept or solution to a marketing problem.  more


Strategic planning services are an integral part of our expertise. Strategy separates a mediocre campaign from an effective campaign.  more

Video Production

Our in-house video production company allows us to go from concept to edit, all in 4K, without subcontracting.  We can distribute your video on the web, on physical disc or deliver for broadcast. more

Internet & Web

Clients constantly remark on the effectiveness and ease of use that Image Associates brings to their Web sites. Our designs range from simple small business sites to enterprise class sites. more

Media Buying

Over a million dollars in media buys each year has positioned Image Associates as a powerful player in our region’s media market. more

Direct Response

We have the necessary manpower, corporate relationships, experience and vision to develop, initiate, execute and track an effective direct response effort.  more


Image Associates has worked with a number of research firms for both quantitative survey research and qualitative research services for a variety of clients.  more

Public Relations

Image Associates has the experience and relationships with media outlets across the Mid-Atlantic region to see a PR campaign through to its successful conclusion.  more

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The team at Image Associates works quickly, efficiently and demands the highest quality work from themselves and their contracted workers. Image Associates has been a tremendous business association for Contemporary Galleries for over 30 years. I know you can expect the same productivity, effeciency and friendship that we have experienced.

Mary Anne Crickard, Manager, Comtemporary Galleries of West Virginia, Inc.

They took our heavily outdated web site and delivered a final product that is a dynamic and user-friendly. We’ve received nothing but positive feedback and I would be glad to work with Image Associates on future projects.

Katie Wootton, Director of Marketing and Communications, West Virginia University at Parkersburg

They have consistently produced quality work and contributed to many successful campaigns. The staff at Image Associates is always available, very creative, and extremely pleasant to work with.

Bryan Shaw, Sr. Marketing Specialist, South East Region, Frontier Communications

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As IT Happens

As It Happens SECTION - News

West Virginia Nursery & Landscape Association Gets a New Site


The West Virginia Nursery and Landscape Association (WVNLA) approached Image Associates with an outdated, non-dynamic HTML web site.  Updates could only be performed by the site’s developer, as there was no Content Management System (CMS) and no database.  In addition to an updated design and CMS, the organization had a number of feature requests, which Image Associates was happy to provide in a modern, WordPress-based, site.  Among the features of the site:

  • To match the theme of the organization, an organic design was chosen, reflecting their dedication to bringing the beauty of nature wherever it’s needed.
  • In order to better facilitate the collection of membership fees, a paid memberships system was put in place, allowing WVNLA to take credit card payments via the site.
  • An advanced online membership application form was created to replace the old paper form which had to be downloaded, filled out by hand, and mailed in using old fashioned post.
  • A membership index was created and will give visitors the ability to find a landscape professional near their location.  The directory listing for each member will be managed by the members themselves.
  • A clean and well-organized CMS will allow the organization to keep their own content up-to-date as needed.

The design features beautiful slideshows of foliage and is highlighted by an animated representation of the existing WVNLA logo.

West Virginia Housing Development Fund Video Series


The West Virginia Housing Development Fund came to iA for a better way to educate potential homebuyers about the process of shopping for, choosing, and financing their own home.

iA responded by writing and producing a 4 part video series utilizing the trending technique known as “whiteboard animation”.  To create the effect, iA turned to Videoscribe to create the foundation of the clips, but chose to enhance the effect using Apple Motion for a smoother result.  The final video series now resides on YouTube and is embedded on the WVHDF web site.  The videos have also been shown at realtor luncheons across the state to better familiarize the real estate community with the home buying process.

This is a playlist consisting of 4 videos.

Mountain State Agency Alliance Web Site


Image Associates recently completed work on a new web site for the Mountain State Agency Alliance.  The one-page scrolling site is built on the foundation of WordPress and incorporates a number of modern features lacking in their old design:

  • All content of the site is available on the site’s home page.
  • Lazy loading (loads as you scroll down) of articles and images ensures that the site’s initial load time is a brief as possible.
  • Full page image sliders and use of the parallax effect make for an eye-pleasing, yet functional site.
  • Use of custom post types for staff entries, testimonials, and video embeds make management of content easy for the client.
  • A fully responsive design ensures mobile device compatibility, while browser and feature detection ensures the site won’t break in older web browsers.
  • Enhancements to the Content Management System user interface include better menu organization and color coding of elements.
  • The site makes full use of the glorious scenery around the New River Gorge Bridge, which is the inspiration for MSAA’s logo and their symbol to tie their organization to the Mountain State.

MSAA personnel expressed pleasure with the design and have now taken over day to day content management after a very brief training session, demonstrating the layman-friendly user interface provided by Image Associates to enhance the WordPress dashboard.


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