A website built to build a business.
The professional audiences involved in commercial HVAC decisions are critical to the adoption and growth of ductless and VRF zoning systems. Mitsubishi Electric targets these audiences to provide VRF education, communicate the features and benefits of Mitsubishi Electric products, and ultimately drive sales leads for the business. The brand's professional website was outdated, both technically and visually, and was thus in need of a complete overhaul to better support business goals.
Morrison was tasked with redesigning the website, starting with redefining the overall site architecture and content strategy. Each page of the site was carefully crafted to guide users through content, with specific focus given to explaining the technology in a visually interesting and engaging way. We also devoted sections of the site to educate target audiences on the benefits most relevant to them, and CTAs were strategically woven throughout to generate leads for the distribution network.
In addition to undergoing a massive design update, the site was also completely rebuilt with modern technology, powered by a robust—and easy to use—CMS. It is now fully responsive on all devices, and is integrated with best-in-class marketing automation and analytics systems. These systems enable us to monitor and analyze user behavior to make data-driven business decisions and nurture prospects over time.
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Since launch, the website has proven to be very successful for the brand. Within the first month, 60 leads were generated, which was a significant increase over the previous monthly average of about 10 leads. In addition, the site has generated over 1,000 distributor searches, and users are spending more time on the site and engaging with multiple pages of content.
31K Site Visits (Month 1)
15% Increase in Distributor Searches (Month 1)
60 Leads Generated (Month 1)
Brand & Communications
Campaign Creative
Marketing Automation / CRM
Measurement / Analytics
For more than 30 years, Morrison has been a go-to agency for big ideas, rooted in strategy. We blend that tremendous experience with account planning, digital strategy, user experience, and real data to craft each brand and messaging story we tell.
Traditional & digital advertising, broadcast, social campaigns, out-of-home, point-of-sale, trade show materials. You name it, we've won awards doing it.
We understand that the right strategy can have a significant impact on our clients' business. We work to align business strategies to the digital space, while deploying the right blend of technology against each strategy to move business forward.
Our work is focused on driving user behavior with intuitive and engaging design that best enables users to complete their desired actions and achieve pre-defined business outcomes.
We don't just build websites—we solve complex technology problems. From robust data analytics tools to Twitter-powered race cars, we work to develop unique solutions that solve critical business challenges.
We work with our clients to drive sales revenue through dynamic CRM programs that attract, engage, and nurture prospective leads through the marketing funnel.
Visual design isn't simply the way things look. An interface can make or break a digital product or service. We understand that the right blend of storytelling through design, along with an intuitive user experience, is critical in finding success in today's connected world.
We work with our clients to develop social strategies that boost relationships with users, assist in brand awareness, generate buzz and ultimately increase conversion. As the social landscape changes, we adapt with it and ensure all platforms and formats are being used to their full potential.
Morrison helps clients proactively reach their audiences through paid and organic search, with a deep understanding of the role code, design, and content play in achieving engagement and long-term interactions with users.
We enable clients to engage customers and prospects through our extensive digital media capabilities, connecting with target audiences in the right place, at the right time, with the right message.
Integrated into everything we do is a fundamental understanding that it's only a success if we can measure it. As such, we deploy data platforms that enable clients to understand the success of their efforts, instilling accountability and oversight at every step of the user journey.
We help clients tell their stories through content that provides value to users. We ensure every piece of content has a purpose and objective, no matter the format or where it lives.
Morrison. Connect. Engage. Measure.
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