Leveraging Web Content Management to Enforce Your Master Brand
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Bausch & Lomb implemented a new web content management system to better enforce its global master brand strategy and communicate marketing messages consistently across regions. The new system segmented the website into audiences, standardized templates, automated content release workflows, and empowered non-technical users to manage navigation. This made the website easier to use, distributed content ownership, reduced micro-sites, and drove cost savings versus maintaining separate sites. Going forward, Bausch & Lomb aims to expand the system internationally and personalize experiences while continuing to consolidate micro-sites into the main website.
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Leveraging Web Content Management to Enforce Your Master Brand
- 1. Leveraging Web Content Management to Enforce Your Master Brand Bryant Bonner Practice Manager Blue Fish Development Group Mike Trafton Founder / Chief Architect Blue Fish Development Group
- 2. Agenda Problem Introduction Key Business Drivers & Challenges Attacking the Challenges Resulting Solution Business Results / Impact of Solution
- 3. About Bausch & Lomb Bausch & Lomb is the eye health company, dedicated to perfecting vision and enhancing life Founded in 1853 in Rochester, New York A multi-billion dollar corporation with nearly 14,000 employees worldwide Products are available in more than 100 countries
- 4. Problem Introduction Key Business Drivers & Challenges Drivers Enable the building of a global master brand More easily communicate marketing messages to distinct customer segments Needed to refresh the web site (it was time for a change) Challenges Too many inconsistent websites in the footprint Site serves discrete user groups No owner of www.bausch.com Project Goals Enforce the bausch.com global brand strategy Adhere to corporate risk tolerance Create a great site Challenges Drivers Goals
- 5. Attacking the Challenges Took ownership of the problem Defined the project scope, goals, and business requirements Established the project team and picked the right solution set Conducted kick-off meeting and took off! Obstacles that were overcome Roles and responsibilities Internal team members lack of “web savvy” skills Continuously managed and evaluated scope Take Ownership Business Objectives & Requirements Establish Team Kick-Off Overcome
- 6. The Resulting Solution Segmented the web site to serve 3 distinct audiences Fairly large collection of templates Utilized workflows to automate the release of content Leveraged Navigation Manager™ to empower business users to administer site navigation Reused content to cross-market and up-market products Enabled I18N – consistent templates / unique content
- 7. Business Results Soft Results Made it easier to find information on the site – “go anywhere from anywhere” Distributed content ownership A more easily found web site Hard Results Reduced the number of micro-sites in footprint Cost savings to support new web site development Eye health professional “stickiness”
- 8. Future Direction Short Term Extend / expand the solution to international locations Reevaluate existing content Push the distributed content approach Long Term Put more dimensions on pages Web site personalization and customization Continue to drive “micro-site” experiences into Bausch.com Functionality Time Long Term Short Term X X Functionality Time Long Term Short Term X