Overhaul UCI's B2B web platforms to leverage digital as a tool to reach key stakeholders.
Univision Communications Inc., the world's fourth largest media company, challenged Ready Set Rocket to redesign its B2B corporate website. To elevate the UCI brand and target media buyers, RSR developed a beautifully engaging and fully responsive website that leverages authentic thought leadership to create meaningful connections with the trade audience. RSR held intimate focus groups with UCI’s top media buyers to help inform the ad sales process. This shaped insights with respect to how thought leadership could be leveraged in the sales funnel. We learned best practices and determined how to explore the interactive media kit for audiences that range from small, locally owned businesses to large corporations. We created a central, intuitive platform that targets fundamental stakeholders and enables them to pull imperative information instantly via the organization of content and simple design. Within the fully responsive, optimized site, users experience customized media kit functionality to browse, search and sort hundreds of UCI's TV, radio and digital properties. We capture browse behavior and selection criteria and map it to a CRM platform that strategically allocates leads to national, regional or local sales. Beyond highly complex functionality, the beauty is found within the details such as the integration of immersive video, which positions UCI as a major entertainment brand, subtle animation, dynamically tagged content and more. Further, we created a CMS platform that was adopted by every department internally within the organization. This allows for customization — any time, anywhere.
From concept to completion, the site launched in 8 weeks. Because of services such as Optimizely, we are constantly revising and optimizing. The KPI-driven site extends beyond analytics, which allows us to truly understand a conversion path. As a user experience-driven agency, we use these insights to impact the customer journey. RSR helped shift UCI’s department leads’ perceptions to adopt the platform. We built training decks and held a series of department-specific training sessions to further simplify the transition and show how communication objectives can be tied to specific CMS features. Due to site-wide content that has been tagged in a meaningful way, the user experience becomes extremely contextual and relevant. We proved Univision's top rank among the world's most influential entertainment companies.