PENSKE
The Challenge
The Goal
Our Approach
The rebrand began with a new tagline, “Moving Forward,” and focused on service quality, trust, and safety for both businesses and families moving their “trusted” cargo. This drove the initiative to focus content and design on the ideals of quality over savings.
The client invested in deep user experience and stakeholder interviews due to the number of lines of business that needed to be addressed– and the number of internal departments involved. We were able to clearly define:
- Personas
- User requirements by line of business
- Stakeholder requirements
- Business goals and objectives
- Internal change processes required for success
Intelligence from the user interviews, stakeholder interviews, and current website analytics provided the information to define a multi-year website roadmap. Internal teams including business owners, the technology group, the marketing team, as well as several vendors worked to execute an organizational-wide digital strategy for success.
We designed a compilation of websites with new user interfaces, workflows, and branded aesthetics and images matched to the line of business that all shared cross-branded characteristics. Extensive usability testing ensured user feedback was incorporated into the website design. We worked closely with SEO partners when we created the content, taxonomy, and tagging. This ensured a Google ranking that put the client in the top 5 positions on the first page within 3 months of launch.
Detailed user interface development was required for the client’s technology department to build the new interface and integrate it into multiple backend systems. We were able to introduce and use agile development and bi-weekly scrums to the client with a new methodology for all projects going forward. With our help, Penske moved from an outdated and fractured digital presence that confused current and potential customers, to a brand that had integrated messaging, a solid Google ranking, and websites that provided an optimal user experience.
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We look forward to learning about your marketing needs and creating strategic solutions that will exceed your expectations. Please inform us of your primary reason for requesting contact, as well as the best time and way to reach you.