Background
In 2005, after undergoing a rigorous application process, Memphis was selected as one of only 25 cities across the nation to receive a matching gift from the Kroc Trust to build a Kroc Center. Kroc Centers are safe, caring and exciting community centers, where residents of all ages, races, educational backgrounds and economic means converge to learn, explore their potential and experience God's love in the process. These centers serve the needs of low-, moderate- and upper-income families, and are located between diverse economic, ethnic and racial neighborhoods. But, in order for Memphis to take advantage of this $50 million opportunity, $25 had to be raised locally.

Assignment
While the Kroc Center of Memphis had brochures and presentations, we quickly recognized that they need a website where they could direct potential investors to learn more about the opportunity.

Process and Challenges
cs2i and cs2 met to discuss the website and the following primary goals were determined:

• The website would often be the first formal representation of the project to potential investors. Therefore, it needed to include information on all aspects of the physical community center as well as explain the background, concept and benefits of the opportunity.
• While the website needed to be comprehensive, it was determined that the audience would appreciate brief information on each component as a more comprehensive presentation would be provided later on.
• The website needed to be ultra compatible for even the most primitive web browsers and user configurations.  If the website included features that required a plug-in, did not display correctly, or took a long time to load, the user may become frustrated or even lose faith in the professionalism of the organization.
• The website needed to be optimized for organic search engine listings as there was not a large scale advertising campaign directing people to the exact URL and the target audience may type in name variations in a search engine to locate the site.

With the guidance of cs2i for web compliance and standards, the cs2 creative team designed website compositions that could be presented to the client.  Each composition proposed the section names, navigation method, etc. and also served as a visual representation of the site map.  The compositions illustrated the way the website would appear and operate once programmed into a fully functional website.  Based on input from the client, the compositions were edited and tweaked, resulting in a final design. Once a composition was final, cs2i programmers began coding the design into a functional website.  In accordance with the creative and coding process, the cs2 copywriters and PR experts began composing the content for each section of the site that would be inserted into the website as a final step.  As with most cs2i projects, the client was able to follow the progress of their site development by accessing a development website.

Solution
cs2i met the site objectives by providing a website that contained the following features:

• The website includes smartly placed and sized graphic elements and images in order to meet current website viewer expectations while loading quickly even on basic Internet connections.
• The website includes a “tour” of the Kroc Center by utilizing an architectural building plan with graphic highlights and text descriptions of each component.  This allows the viewer to quickly get an overview and explanation of each feature and get a visual image of the physical center simultaneously.  This was created and coded in a manner that did not require Flash or other technologies while maintaining the feel and operations of a recent website.
• The website was developed to be quickly navigated in a sequential manner or provided for the user to go directly to an area of interest.
• A custom map of the construction location and surrounding areas was developed as well a Google Maps Integration for quick to and from directions.

While we have tried hard to explain the Kroc Center website for you here, it is best when experienced firsthand.  We invite you to visit the Kroc Center of Memphis website for yourself.  www.krocmemphis.org