247 Offices. 100 Web Domains. One Brand. How Colliers Got Everyone on the Same Page
Challenge
Colliers was dealing with several issues surrounding its online presence.
Visual design and information offerings differed from site to site across the
100+ separately-hosted web domains of Colliers’ 46 affiliate organizations,
which operate 247 offices in 50 countries. Also, the processes associated
with maintaining content across the sites were neither integrated nor
streamlined. These discrepancies led to brand confusion, operational inefficiencies in the online publishing cycle, and inconsistent user experiences
across the enterprise.
Approach
Molecular implemented a content management solution (CMS) that allows Colliers to set certain design standards for its affiliate sites globally, while giving each affiliate autonomy over its specific color palette and imagery, as well as the content relevant to its market. The CMS provides a single point of entry for content used on any Colliers site, automating the previously time-intensive paper process, and incorporates management capabilities for 15 different languages, many with unique characters. Additionally, the system allows affiliates to select a workflow that fits its own content publication culture, and provides a mechanism for local markets to easily share information for inclusion on Colliers’ corporate portion of its site.
Benefits
- New system enables Colliers to manage brand identity across numerous international sites.
- Improved search feature acts as a lead generation tool; customers can search for real estate services and agents on each of Colliers’ affiliate sites and are directed to appropriate markets.
- A direct marketing component of the CMS increases lead generation by providing a vehicle for email marketing campaigns to Colliers’ existing clients and allowing visitors to sign up for marketing updates.
- The 100+ domains were consolidated into one system, allowing Colliers to reduce support and maintenance significantly.
