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Company: Nufern, East Granby, Conn.

Web site: www.nufern.com

Agency: Martino & Binzer, Avon, Conn.

Launch date: September 2004

Nufern, an optical fiber and subassemblies manufacturer, earlier this year redesigned its company Web site in an effort to add more content and improve its content management process. The site, revamped with the help of b-to-b marketing agency Martino & Binzer, went live in September. "We needed to give more information to our customers," said Sylvia Digby, manager-marketing communications at Nufern. "We needed a new look and something easy to handle so we could make changes daily." The site's new features include online ordering and streaming media. Martino & Binzer replaced the order form from the previous site, instituting a 128-bit encryption to make the ordering system more secure. The agency also added a request-for-quote (RFQ) form and a "NuLabs" section, which houses video tours of Nufern's Glass Making, Fiber Draw, Test & Measurement and Laser labs. Searching for product information is easier with the new site, Digby said. Customers can browse by industry, product application or product name. For the Nufern employees who will manage the Web site, the agency created a customized content management system to allow for "real-time updates of new pages, press releases, any content [Nufern] wanted to add to the site," said Doug Casey, VP-interactive media at Martino & Binzer. Employees can easily swap promotional product images on the home page in real time.

--Nadine Youssef

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