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Cable & Telecommunications Association for Marketing (CTAM)

Helping consumers streamline their moves

The Challenge

The Cable & Telecommunications Association for Marketing (CTAM) plays a critical role in helping their partners distribute the best entertainment and communications services to consumers around the country. For over ten years, CTAM has been providing its members with research, insights, and resources to ensure that consumers are heard and their needs are met by the cable industry. 

Another key element of CTAM’s mission is to assist consumers who are moving (or switching providers for other reasons) by identifying the customer’s new provider online. In 2017, CTAM’s web property, Cablemover.com, helped over 1.7 million consumers find their new provider — by connecting the consumer directly to the provider so they can sign up for service.

After conducting user research, CTAM knew that Cablemover.com needed updates across the board to deliver an experience tailored to the modern consumer and the evolving offerings of their providers. Additionally, the website needed to measure up to similar websites available to consumers — and do a better job of supporting SEO strategies to improve leads and conversion rates.

CTAM selected LookThink to translate the user research into a modern, friendly, trusted digital experience through a completely new design with updated content that would support and drive SEO goals.

The Solution

The project started with a critical first step of renaming the website — as the research proved that the name “Cablemover” was too limiting for what the website provides — and simply sounded outdated given the array of technologies available to digital consumers.

The naming process and visual language definition happened in parallel — resulting in “SmartMove” as the new name and new visual styling to support it. To define the look and feel, we started off with four style tiles, each showcasing a different brand 'mood'. We went through multiple rounds of revision with the CTAM team until we landed on the style tile below to represent the new brand.

 

We simultaneously went through an intensive prototyping phase, first starting with just wireframes to solidify the navigation, user flows, and page layouts. We worked closely with CTAM’s SEO team throughout this process to ensure that the architecture of the site would support their specific SEO goals. With this level of detail approved, we were ready to layer in the design elements from the style tile to start bringing the new experience to life. 

Given the complete consumer focus of the site, we next turned our attention to imagery and content — as getting both of these elements right was critical to ensuring the site would resonate with visitors and move them to take action. Visitors should see themselves in the site’s imagery and relate to the words on each page — because building trust is the critical first step to any type of online conversion. Last, the content needed to support predetermined SEO goals so that the site and its component parts surface in the appropriate online searches.

 

The Results

As the design and content were nearing completion, we began coordinating with CTAM’s longstanding development partner to hand over documented designs and assets to support the build. We stayed in touch every step of the way, providing feedback and helping to browser test the site to ensure the final product matched the vision we created.

The new site went live in October - check it out here! We continue to be in close touch with the CTAM team as additional content is added to the site.

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