Distinctively Different Cortec Group Website Goes Back to the Future

By MVP Marketing + Design | September 19, 2017

Minneapolis, August 23, 2017 – MVP Marketing + Design, Inc. is pleased to announce the launch of a unique, new website for Cortec Group, a Private Equity Firm based in New York.

Cortec Group is a New York-based private equity firm that invests in middle-market specialty healthcare, business-to-business and consumer products, and services companies. Cortec currently manages more than $2 billion in its three active funds and targets platform acquisitions with enterprise values of $40 million to $300 million as well as smaller follow-on acquisitions.

Cortec Group was seeking a new and highly secure website to leverage the firm’s more than 30 years of experience in acquiring and working with management to build-up primarily entrepreneur-owned U.S. and Canadian middle-market companies. They asked MVP to fulfill three key objectives. First, to communicate visually the firm’s success in creating better and larger businesses that deliver strong investor returns. Second, to project a friendly and approachable image to management teams throughout the U.S. and Canada. And third, to enhance site security by avoiding industry-standard content management systems from vendors such as WordPress, Drupal and Sitecore in favor of a database-free static coding technique drawn from the past but generated with the latest web programming technologies.

MVP fulfilled the first objective through a combination of sophisticated user experience (UX) design, incorporating the efficient organization and placement of 10 main and 11 sub-pages, eye-catching programming techniques which serve to stimulate viewer interest and prolong site engagement (including conditional loading, responsive background images, and cutting-edge hover states), and responsive, succinct and easy-to-read site copy whether in smartphone, tablet or desktop environments. Additionally, the site is enhanced through calls-to-action, section filters (e.g., team, portfolio companies and news), iconography, animations and print-site functionality, which collectively serve to enrich UX.

MVP styled the site and photographed the team in a professional but informal manner to fulfill Cortec’s request to show off their proud New York heritage and enhance its appeal to business owners and management teams across North America. In addition, the site includes a moving MVP-produced CEO video featuring entrepreneurs from the firm’s target investment segments speaking about their unique experiences with Cortec. In the words of one CEO, “If I had to do the whole experience over again, I would do just what I did; I would choose Cortec.”

According to Dave Schnadig, a Cortec Managing Partner, “MVP has been our go-to partner for website design for the last five years. MVP was the first firm we called when we decided to do a complete overhaul of our site. After speaking with MVP, it was clear they understood and could execute on our requirements. Our newest and second consecutive MVP website redesign demonstrates their deep knowledge and understanding of private equity industry communications, our business and marketing requirements, and their commitment to a form follows function approach, which is far superior to the many template-based, and quite frankly vulnerable, solutions we saw from other agencies.” He added, “Their highly professional CEO testimonial video and photography further expressed our ‘we help management build better businesses’ philosophy, a key Cortec differentiator.” Summing up he stated, “All in all, I can definitely say that they definitely lived up to their reputation as the ‘PE MVP’.”

Jessica Palfrey, a Cortec Associate, who was intimately involved in steering the project to completion added, “I truly enjoyed working with the entire MVP team from concept to completion. They not only hit the mark creatively but served up an exceptional, user-friendly site that has already generated compliments from a variety of Cortec stakeholders. The folks at MVP were great and easy to work with and I highly recommend them for their knowledge and understanding of private equity website design, including content organization, and the visual techniques and animations that make the visitor’s experience so compelling. To paraphrase the words of one of our former CEOs seen in our testimonial video, ‘If I had to go through this process all over again, I’d choose MVP.’”

Dick Weinrib, MVP’s president and CEO noted, “Meeting if not exceeding the high expectations of a leading private equity firm like Cortec was both challenging and extremely gratifying to every member of the MVP marketing, design and technology team. Given our track record in now completing successive sites on their behalf, we owe a debt of gratitude to not only our clients who supported our vision for success, but our many contributors who steadfastly followed the MVP TeamMate℠ process in navigating the twists and turns of this uniquely designed and technically complex project.”

To view the site please click here.

About Cortec Group 

Founded in 1984, Cortec invests in middle-market specialty healthcare, business-to-business and consumer products, and services businesses with owners and management teams who want to work with Cortec to drive growth and improve business fundamentals.  Additional information about Cortec can be found at

About MVP Marketing + Design, Inc.

MVP Marketing + Design is a Minneapolis-based website design, development and digital marketing agency, serving clients throughout the Midwest and North America for over 31 years. Our smart, eye-catching work pushes creativity and technology to the limits in order to propel the brands, stories and digital experiences of our most valued partners. We are passionate about creating brand value and growth for clients in professional services markets, including: private equity, law and consulting, as well as in manufacturing, healthcare, EdTech, office supplies, housewares, food products, and Software/SaaS, among others.

MVP’s synthesis of integrated B2B and B2C digital and traditional marketing services includes website design and development, SEO/SEM, inbound and outbound marketing, social media and videography. Since 1985, we have helped companies like 3M, Medtronic, Ecolab, Target, TSI, Achieve3000, Lifetime Brands, Erwin Hymer Group (NA), NAMSA, and Natural American Foods achieve brand transformation and measurable increases in online and offline sales and/or lead conversions. We also have served many private equity and investment banking firms including: Cortec Group, Mason Wells, River Associates, Penfund, Shoreview Industries, Harbour Group, Keystone Capital, JZ Partners, Main Street Capital, Seneca Partners, the Chicago Association of Private Equity Executives, and more.

Award-winning design, marketing technology, and a “what’s next” mindset have propelled MVP—and our clients—as we build brands, promote products and services, and deliver business growth. We’re pleased to have been recognized for our solution-oriented digital and traditional work by the Communicator Awards, Davey Awards, Hermes Awards, and MARCOM Awards. MVP has a satellite office in Chicago, IL and is also a HubSpot inbound marketing agency partner.

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