How Uberflip Helped a Leader in Benefits Administration and Cloud Based HR Solutions Fast-track their New Brand Launch in One Month

November 8, 2017

The Company: Alight

Alight, the outsourcing business, formerly a part of Aon Hewitt is a leading technology-enabled provider of benefits administration and cloud-based HR solutions. Alight offers Health & Wealth Solutions, HR & Financial Solutions, and Consumer Experience solutions to over 1,400+ Clients and serves over 50% of the Fortune 500 every day.

The Problem: Launching a New Brand & Website In One Month

When Alight needed to launch a completely new website for their new brand, the pressure was on for their Creative and Digital Marketing teams to create a compelling and engaging content experience for their customers. With the brand name and visual identity complete, the team secured the dot com domain and set out on the enormous task ahead of them. 

“We had just over 30 days from the close of the transaction to launch our new brand. We didn’t have time to build a new CMS so everything on the new website was hand-coded, making it static and impossible for our team to update quickly,” said David Kavanagh, Global Director of Digital Channels at Alight. “For this brand launch, speed and teamwork was really was the key to our success.”

David and his team needed a solution that would enable them to quickly create and publish dynamic content filled with their re-branded thought leadership and industry insights. The solution should also help them build up their SEO presence and integrate with Eloqua to fuel their lead generation engine. 

The Solution: An Insights Hub to Fuel Lead Generation and SEO

With their brand launch on the line, it didn’t take the team long to decide that Uberflip was going to be their solution for building an Alight Resources Hub. Taking advantage of Uberflip’s Launch Zone Training Program, David and his team were able to quickly adopt the platform and incorporate Uberflip into their day-to-day processes and content strategy.

They then collaborated with Uberflip’s onBrand team to bring their vision of Alight’s new Insights Hub to life. This included a customized Hub design that matched their brand and website, beautiful content imagery and an organizational approach that made finding the right content easy, while encouraging exploration. 

“Working with the Uberflip Onboarding and onBrand teams was an awesome experience. Their reaction time and ability to implement our vision within the Hub was far beyond what we could have done on our own. It just wouldn’t have been possible without them,” said Kavanagh.

Just over a month after the transaction closed, the Alight team was ready to launch their Uberflip Hub alongside its brand new website and introduce their new brand to the world.

The Results: Crossing The Finish Line With Increased Traffic, Conversions and SEO

After only three months since launching their Hub, Kavanagh and his team saw incredible results. They beat their traffic target by 200% in the first month and are on pace to double their goal by the end of year. In addition, the Hub has helped them achieve 1st position in Google for their top 20 keywords which was critical in establishing their new brand in the marketplace.

“Uberflip has a unique position in the marketing ecosystem. They’re not a traditional CMS or a marketing automation system, but work harmoniously between the two. What gets constricting about a CMS is all of the behind the scenes plumbing, which makes quickly creating content experiences very difficult. Uberflip Hubs allow marketers to quickly publish content, create great experiences, and integrate with multiple third party tools.”

This engaged audience is also resulting in more leads, with CTA conversion rates at an average of 18% and some of their gated assets converting at rates as high as 50%. 

Launching a new brand is an enormous undertaking for any team. David and the team at Alight have proven that by focusing on a consistent, engaging content experience you can generate immediate results and hit the ground running. 

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