For companies that work in marketing and advertising, their brand — or the all-in image they put out to the public — is pretty much everything.
That’s why Interstate Outdoor Advertising, a national provider of cross-platform outdoor ad solutions for clients across many different industries, was not satisfied with the look and feel of their existing website and collateral branding. The firm felt that their sales and marketing collateral, including their website, felt dated, lacked organization, was difficult to navigate, and did not convey the level of professionalism they wanted.
The Interstate team wanted to make some significant upgrades to reflect their status as an innovative and knowledgeable one-stop provider for out of home advertising, including transit, digital and static billboards, tourism, geolocated mobile, and full-service creative and production services.
To begin, we set out to create a new website and digital-first brand strategy that could be applied to all of their sales collateral as well as a content strategy that would tie into a stronger and more cohesive social media presence. In addition to creating a clean, modern design, the main goals of the new site were to educate users on Interstate’s offerings in their respective cities and how they work, to make navigation more streamlined and easier to comprehend and to drive prospective clients to contact the sales team. While the traditional model is to group and silo product types, our approach focused on the user, allowing them to see all product types available to them in the relevant markets.
Now, viewers can quickly and easily browse the company’s overall media platforms or use the “Media & Markets” section to filter solutions that are specific to their geographic market and also browse market-specific content that is easy to digest and written in a consistent voice. The site also provides a showcase for the success stories of Interstate’s high-profile clients that include Instagram, J. Crew, Coca Cola, and NFL Films; an active social media feed; and up-to-date news and events.