Content Management
Hewlett Packard My HP Club Case Study
OBJECTIVE: Implement a content management solution for separately-branded web portals for HP Pavillion and Compaq Presario computer owners, leveraging content and features between both, to enhance loyalty, develop self-sufficiency, lower overall support costs, centralize site maintenance and generate additional revenue.
BACKGROUND
Hewlett-Packard, a FORTUNE 100 company, is a leading global provider of products, technologies, solutions and services to consumers and business. The company's offerings include personal computing, access devices and imaging and printing. In 2002 HP completed its merger transaction with Compaq Computer Corp., the largest tech merger in history.
The combined companies understood that customer relationships are the fundamental asset of an organization; if customers are amenable to a deeper bond they will do more business with the company. A web site focused on the needs and expectations of the customer would create the value that cements the HP (Compaq) customer relationship together.
CHALLENGE
Hewlett-Packard wanted to develop a centrally-managed web portal for its HP Pavillion and Compaq Presario computer owners which would become a "community-of-users" and deliver timely content and offers geared to their needs. A robust and flexible content management system would be a critical element to the success of the project.
The entire web process needed to be managed and administered by HP's marketing agency. Having limited web skills, the agency needed to be able to insert and delete stories, change navigation, create specific landing pages for channel partner offers, and track opt-ins. Visitors who registered would automatically receive regular eMail newsletters offering a preview of the updated web site, and encourage them to visit frequently. Regular incentives for upgrades or new products would be included, along with special offers from channel partners.
The goals of the web sites were:
- To minimize the workload and maintenance of the two sites by leveraging content and management from one administration portal
- To have the ability to quickly change and update the sites in order to accommodate market and competitive opportunities
- To provide easy-to-maintain, web-based administration by non-technically savvy agency personnel
- To follow an integrated marketing approach, combining the web site with proactive member eMail newsletters, cross-channel message drivers and targeted direct marketing and customer support
- The ability to present opportunities for revenue generation through appropriate cross-sell, up-sell and channel partner opportunities
SOLUTION
Viewmark was contracted to develop and launch the "HP At Home Club" and "My Presario" web sites using the Cyberneering Content Management System.
The two sites, using separately-branded graphic templates, received all content dynamically from the Viewmark Cyberneering database engine. A series of templates formed the structure for presentation based upon the user's entry point or navigational level. All landing pages, sections, stories and channel partner offers are defined by a series of cascading style sheets that adhere to the HP web graphic guidelines, and are compliant with the Americans With Disabilities Act.
The agency was given an administration portal where they could add or delete content and images directly from their offices to a development site, allowing Hewlett-Packard the ability to approve all content prior to each site going live. They also managed a database of users who had registered and expressed specific product preferences. These profiles allowed the content management system to display personalized content delivered to specific member types.
Additionally, site administrators could add instant polls on specific pages, based on a daily topic. Results were displayed immediately after the user "voted." Functionality also supported the "community" aspect of the site by adding moderated discussion forums, surveys and customized games.
RESULTS
Traffic to both web sites increased to record levels, and the content areas were expanded to meet the recommendations of the users. Because of the popularity of the content and community aspects, HP added a direct link to the Club on the toolbar of all new HP and Compaq computers.
The growing consumer acceptance of the "MY HP Club" and "My Presario Club" sites made it extremely attractive to additional channel partners who were willing to pay a higher premium to be included within the site.
Both sites are capable of being managed and updated by a 2-person staff at the agency, and overall maintenance costs have been dramatically reduced.