Sean Evan King

Back to Portfolio

arrownac.com Marketing Redesign

Overview

Toward the end of 2006, the Marketing team looked to the web services team for ways to emphasize the existing marketing vehicles on arrownac.com

Goals & Objectives

• Provide better visibility into marketing vehicles on arrownac.com
  
• Increase supplier marketing revenue through expanded capability
  
• Increase reach into new and existing customer base by emphasizing third party search optimization (Google)

Challenges

• Limited budget for project
  • Left search and other major functionality upgrades out of scope
• Developing a standard product segmentation around a non-standard product taxonomy at Arrow
  • Defaulted to the taxonomy used on the printed line card information today
• Developing content for all manufacturers and products

Solutions

• Redesign most of the website outside of part search and the shopping cart
  
• Add additional content to the site, highlighting products and manufacturers Arrow is franchised to sell
  
• Bring navigation up-to-date on the site to simplify customer choices and incorporate the new microsite strategy
  
• Change the current product marketing section to include a broader set of offers that could range into seminars or other promotions
  
• Move the content management to Teamsite for greater flexibility and turnaround time in maintenance
  
• Utilize AJAX and Web 2.0 to incorporate Special Offers and Events information in to the homepage and subsequent pages
  
• Allow for multiple sizes of ads in the right hand column (skyscraper through square button)

Outcome

• Redesign most of the website outside of part search and the shopping cart