Case Study: Unison
Customer Background:
Based in the heart of Manhattan on Madison Avenue, Unison Site Management is the world's largest cell tower leasing company. Unison has experienced tremendous growth since 2003 and now manages more than 3,000 cell tower sites and manages more than 4,000 cellular carrier leases. The nationwide network of wireless lease experts provides assistance for property owners who what to get more value from cell site ownership.
The Challenge:
Serving customers nationwide, the executive staff of Unison Site Management recognizes the value of a user-friendly website that not only provides answers to common questions but also can go the extra step and provider further, customized information. Unison Chief Executive Officer Dewey Shay instructed his staff to locate a consulting firm that was worthy of building a long-term relationship with, which could help the company reach its goal of dominating the Internet in their field. Digital Assembly Line was chosen based on the team's more than 100 years combined experience in marketing services including design, advertising, website development and writing.DAL, a medium-sized boutique marketing firm, was charged with completely redesigning the Unison website to include a more user friendly interface that was both visually appealing and information-packed that would climb to the top of search engine results.
Rather than using a complex content management system, or a shareware version such as WordPress or Joomla!, DAL developed a robust, easy-to-load system around the Unison database that includes WYSIWYG technology. The custom-designed system allows users to access a wealth of information in a variety of ways, including interactive maps, company blog and video presentation. To increase security of the website - while reducing the bandwidth requirements - all videos are now presented in Adobe Flash.
Implementing a national Search Engine Optimization campaign the Unison website has seen tremendous growth in just a few months. For added security of the company's online image DAL created a Search Engine Identity Management, also known as Search Engine Reputation Management, campaign for Unison as well.
DAL also was contracted to create updated marketing materials that provide the same look and feel throughout each piece to be used throughout Unison offices nationwide. The newly redesigned Unison website also includes a re-useable Silverpop email marketing system, many multi-level forms and the Unison blog "Tower Talk."