Fusion Designs New Web Site for Sentricon^® Termite Colony Elimination System

INDIANAPOLIS, IN (January 8, 2007) – Fusion Alliance, a leading Midwest technology consulting firm headquartered in Indianapolis, redesigned Sentricon.com, the consumer-facing web site of the Sentricon^® Termite Colony Elimination System. Sentricon, a product of Indianapolis-based Dow AgroSciences LLC, is the No. 1 brand¹ in termite protection. The project involved Fusion’s Interactive services, which provided overall direction of the site design including the creative strategy, information architecture, content direction, photography and illustration strategy, and conversion strategy.  The primary objective of the redesign was to educate consumers about termites and connect them with Authorized Operators of the Sentricon System.

In addition to utilizing traditional web site navigation, the new Sentricon.com includes interactive Flash animation and conversational content to guide visitors through a story line that follows a typical homeowner's subterranean termite discovery process.

“We identified the consumer’s natural thought process about termites and termite treatment to create a site that directly maps to consumer need,” said Amy Baker, Fusion Alliance Interactive Director. “This mental model provided the framework for the site’s flash animation, navigation and content, all of which work together to guide the user through the site to learn about termites, the risks associated with infestation, and ultimately how the Sentricon System will solve the problem.”

“For many years, Dow AgroSciences has been helping consumers understand the threat from subterranean termites and how the Sentricon System can solve their termite problems. The new design to the web site will take our consumer communication efforts to a whole new level. Dow AgroSciences is also leveraging the new design by encouraging Authorized Operators for the Sentricon System to link their companies’ web sites to Sentricon.com.” said Dave Maurer, Marketing Specialist for the Sentricon System.

Among the Authorized Operators with company web sites, nearly three-fourths include the Sentricon System somewhere on their sites, and more than one-fourth link directly to Sentricon.com.

“By linking to Sentricon.com, Authorized Operators are providing another avenue for consumers to learn about the Sentricon System and subterranean termites. We believe that with the new web site design, the number of Authorized Operators linking their web sites to Sentricon.com will increase substantially,” Maurer added.