Along with an agency partner, Crimson developed the strategy for a broadband entertainment portal for a leading mobile broadband and DSL provider's 5 million DSL customers. The goal was to provide a showcase for our client's "best in broadband" content and enable immediate purchase of key content. In addition, our client wanted to build an active community to establish ongoing, two-way communication with their users and customers.
CHALLENGES
Cross sell and up sell our client's exclusive content, value-added services and products
The site must be revenue-generating
Help our client build a relationship with their DSL customers
Enable users to share the best-in-class content across a wide variety of genres spanning music, TV, movies, user-generated video, games, sports and lifestyle
SOLUTIONS
Addressed a wide variety of segment needs
Built a robust, active community that was integrated into an immersive entertainment experience
Enabled two-way communication with customers and allow customers to create their own content including video, photos, blogs
Integrated commerce opportunities into the site
Created audience segmentation, personas, competitive analysis, business and functional requirements, information architecture, content strategy, community strategy, revenue strategy, marketing strategy
RESULTS
The resulting site is now a successful community platform across all of our client's web properties
Received a "Webby Award" for a client microsite within the portal
For more information on Crimson’s work in the area of Crimson Success Stories, email info@crimson-consulting.com.
