Solution: Beginning with our proprietary Demand Chain-an extensive discovery process that allows us to customize deliverables-NAS made a significant commitment to understanding RTI's situation. A theme for the website was developed around the idea of "The Winning Edge," to give RTI customers a feel for what the product delivers, and candidates a picture of the cutting-edge environment that could help drive their success.

• Because RTI's product is the first of its kind, product education became "job one." Rather than traditional company photos, homepage visitors are greeted with a simple animated graphic that illustrates the process and benefits of RTI's oil management system.
• Carefully crafted copy and photos of clean, efficient kitchens and fast-food establishments enhance a "high-performance" message designed to let the customer see how RTI's product can enhance their own. For candidates, "high-performance" also represents the entrepreneurial environment, and is a natural lead-in to discussion of the company's performance-based rewards and achievement.
• Search optimization techniques have been utilized to ensure every potential customer finds RTI and its revolutionary products, quickly and easily.

Results: "We have had great feedback-both internally and externally-on the website design, functionality, and branding," says CEO Jeff Kiesel. "We not only have the right image, but also the versatility to expand the site as we grow and to add more value-added features." With new visitors to the site at an all-time high, RTI believes the site enhancements are a huge success, drawing new customers and potential candidates alike. "The career site is just what we needed to begin to brand our organization as an employer of choice," says VP of HR, Rick Copeland. "It's a dramatic improvement, and will help us engage and attract the top talent we need to grow our business."