MPA deliver improved digital communications & user services on Kentico

Posted by Carol Strachan on 03 August 2016

About the Mineral Products Association

The Mineral Products Association (MPA) is a trade association for the aggregates, asphalt, cement, concrete, dimension stone, lime, mortar and silica sand industries.  In addition to providing generic best practice guidance for end-users of concrete and masonry, MPA also play a vital role in representing members’ interest on policy, planning and technical matters with Government departments, local authorities, professional trade bodies and other key audiences at European, national and local level.   MPA comprises a number of product associations and specialist groups including The Concrete Centre and British Precast (the latter having an affiliation agreement). MPA has a growing membership base of over 480 companies.

The business challenge

MPA recognised that a number of their websites were sitting on out of date CMS solutions that were no longer being supported.  Within the scope of their project MPA were considering upgrading www.concretecentre.com which currently sat on an Immediacy CMS along with www.britishprecast.org.uk  and www.modernmasonry.co.uk which were both html based sites.   MPA identified that by having a scalable, central CMS solution they could manage their existing websites from one location while being able to add more sites as and when necessary.  Having a central solution would not only provide a more joined up user experience but also deliver smarter use of data management thereby helping to improve overall customer communications.
 
The shared objectives of the websites within this project included delivering targeted communications, increasing campaign response rates, generating leads, increasing user productivity and encouraging return visits via websites that are user friendly allowing access to a wealth of information and services.
 
The project also included the migration of contact data from legacy CRM Pivotal into Kentico’s contact management functionality and the integration of 3rd party solutions to their websites including Paypal to allow for the purchase of books, events and software.
 
It was also important that the selected CMS’s functionality was robust enough to enable site searches on web pages and documents stored within the CMS as well as maximising SEO and analytics.

The Unified solution

The Unified team had worked with MPA on a previous website project with teams from both sides working together effectively. MPA were therefore confident in Unified's technical expertise and ability to understand and deliver their online goals and objectives.
 
Working together, Unified reviewed MPA’s key CMS requirements which were based on content management for in-house editors, contact management, compatibility across browsers and devices and the need to link to social media and interactive content such as videos and navigraphics.  The new CMS also had to bring sophisticated E-commerce and customer service functionality.
 
As a Gold Partner of Kentico with a wealth of experience and expertise in maximising its out of the box functionality, the Unified team knew Kentico was the obvious solution that had the ability to fulfil all of MPA’s requirements as well as becoming the backbone for them as future websites were added.  As Kentico is a fully integrated ASP.NET CMS, E-commerce and online marketing platform, Unified were confident they could create cutting edge websites that would optimise the users’ online experience across multiple channels no matter what the device type.

Claire Ackerman, Head of Marketing & Communications at MPA - The Concrete Centre stated "With a broad range of stakeholders to satisfy, it was important we chose a CMS that was scalable enough to allow for more of our trade associations and groups to be added in the future.  Kentico ticked all of the boxes.”

Following their Insite methodology Unified Solutions set about researching MPA’s stakeholder groups for each of the websites, understanding the user experience and digital journey. With MPA’s online objectives foremost in their minds, the team at Unified restructured the sites with new navigation making it easier for online users to source and access key information.  All content was successfully migrated with ease on to Kentico along with 3rd party integration allowing for online transactions, registrations and event bookings to place with data captured and the existing CRM automatically updated.  

The results

Claire continues “We’re delighted that all three of our websites within this project are now live and have been well received by our stakeholders.  Our working relationship with Unified Solutions has been very effective and together we’ve created excellent websites that have delivered on all our objectives, on time and within budget.  Not only have we seen improvements to our online processes and effective engagement with our audiences, Kentico has really helped improve some of our internal processes saving us time and resource.”
 
Taking MPA’s brand guidelines, the Unified team successfully created a new look and feel that was consistent across all the websites with a design that meets the needs of a broad audience base.  Prominent social feeds on the home page along with engaging images and video capture the user’s interest with an easy to use search feature highlighting frequently searched keywords assisting content editors and SEO.
 
Overall, Kentico has again proved to be an exceptional all in one CMS, E-commerce and online marketing solution which can be integrated with almost any back-end system to provide flexibility while freeing up time and resource.  Its sophisticated online marketing gives a 360 degree view of the customer allowing you to personalise every experience with web analytics, lead scoring and marketing automation allowing you to optimise all online marketing campaigns.

 

 

 

Carol Strachan

Carol joined the Unified team over a year ago and brought with her a wealth of marketing experience gained over the last 20 years.  During her career, Carol has worked on some really exciting campaigns including the launch of 4G with Three and the Transforming Local Infrastructure project back by the Cabinet and supported by the National Lottery.  With Unified Solutions, Carol's sights are firmly set on helping clients realise their own digital potential.

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