March 1, 2004
Torque IT upgrades focus on building business relationships

Torque Ltd., a brand-launch and integrated marketing communications firm, announced the installation of a suite of new information technology equipment and software to accelerate daily operations and expand capacity. The upgrades address aging equipment, but the requirements for the technology are aimed at going beyond improved speed and capacity to building stronger client relations.

Like many companies, Torque has experienced an increase in business activity in the last several months, an increase they expect to continue for the foreseeable future. Torque has also aggressively managed operational costs, very selectively adding new staff as they begin a new cycle of organizational growth.

"The difference with equipment purchase and hiring practices now, as compared with three years ago, is the amount of time and consideration that goes into the planning process," explains Kevin Masi, a Torque principal and co-founder. "Not only are we asking many more questions before committing to fixed cost increases, we're also looking for ways to get multiple benefits and increased performance."

A key upgrade has been the development of a custom electronic file-distribution area on their website. Programming and server hosting services are provided by Torque's technology partner, Birkey.com. (See our Gourmet123.com press release for announcement of our partnership with Birkey.com.) Torque planned the functionality and user interface for the site, based on a year of closely watching how staff sent and received data files and correspondence to clients and vendors. Through an easy-to-use interface, the site allows visitors (with unique login and password privileges) to upload and download files to the site.

"We knew the file-transfer site was going to be central to managing daily business. But it became an opportunity to promote our branding practice when clients began sharing data files through our site with third parties," says Masi. "To take advantage of this unexpected visibility we designed the site with promotional areas where Torque's accomplishments and other news could be posted. Even our most active clients don't keep up with everything we are capable of doing. This way we can inform them, and the people they are working with, so an even wider audience can keep current with our capabilities. The whole thing is just another example of showing rather than telling what our business is all about to people interacting with our brand."

With careful financial planning support from longtime leasing provider North American Funding, and from technology service provider onShore, Inc., little cash was needed for Torque to also put fast new workstations on the desk of every staff member, upgrade the internal network with a ten-fold speed improvement, and install a new file server. Upgrades also included equipment to deliver speed, security and productivity improvements throughout the firm.

"We expect to realize 20% greater productivity in our design and production workflow. This lets us complete billable projects that much faster—without asking people to work harder. In most cases the speed improvements come from the removal of frustrating friction points in the process. Designers and account staff alike are not only pleased with the improved performance, but also excited to be able to focus their energy on the creative aspects of the work. We've recommitted to our business and our clients, through technology upgrades that increase productivity while promoting our brand-launch services," observes Masi.

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