For more than 75 years Muzak has been at the forefront of the sensory branding industry. The company is a premier provider of rich media-based business solutions that reach 100 million people worldwide each day. Music is the heart and soul of Muzak, but the company is also a leader in other branding tactics, specializing in crafting powerful messaging campaigns and dynamic digital signage solutions.
Muzak launched a Flash-based corporate website to capture its impressive legacy; however, being Flash-based the content could be accessed by search engines, the company’s online visibility within the search engines plummeted. Prospective customers around the world could no longer find the company by searching for relevant keywords, which posed a huge business and marketing challenge.
Muzak called in the reinforcements and asked Union (formerly Studiobanks) to develop an SEO-friendly strategy to satisfy search engine giants like Google and Yahoo, but also maintain overall brand consistency within a highly intuitive platform that supported lead generation.
Always up to a challenge, our team became immersed in Muzak’s four core service departments – Music, Voice, Sight and Sound – each with distinctive products, services and messages that needed their own search engine optimization strategy and execution plan. It was a big task, but as mentioned before, we do love a good challenge.
Here’s what we came up with: a comprehensive digital marketing platform that combines a scalable framework and an optimized content strategy to deliver four uniquely branded yet cohesively integrated HTML-based microsites. We launched this platform under an HTML-based landing page that effectively connects the world to all of Muzak’s online assets. Included in the platform is a signature global navigation bar that promotes seamless user-flow throughout the organization’s key departments microsites.