Formerly ING Canada, Intact Insurance underwent a complete re-branding last February and rolled out a major media campaign in October. Of course, the online branding of Canada's largest home, auto and business insurance company had to follow suit.
Last summer, multiple-media.com was awarded the much coveted–and highly strategic–task of creating the new Intact website.
The project
Among other things, Intact commissioned multiple-media.com to:
- Redesign the visual template from scratch
- Redesign the information architecture from the bottom up
- Create a whole new keyword and Search Engine Optimization (SEO) plan
- Localize content for every Canadian province through content syndication
- Manage all the content integration in both official languages
To top it all off, a very tight deadline was scheduled!
Results highlights
Despite considerable technical complexity, the new site sailed in on time and on budget–as is customary for projects at multiple-media.com. Just like the various versions of INGCanada.com since January 2005, the website is powered by MMCM-CMS, our proprietary content management solution.
Highlights include:
- Thanks to our agency's built-in user-centric approach, visitors will never suspect they are surfing a mammoth of a website that weighs in at well over 1500 pages. (This is to be expected–Intact happens to be Canada's largest provider of property and casualty insurance in the country with over $4 billion in premiums.)
- As a result of the SEO strategy implemented by multiple-media.com, Google promptly awarded Intact prime positioning on its results' first page–even top tier–of search results for several key words.
- Throughout Canada, people who visit Intact's website in each province access localized syndicated information.
- Finally, the support of Intact's IT and marketing departments was a key success factor of the whole project, actually making such an accomplishment possible!
As a conclusion
Since its creation in 1997 our agency has been involved with ING Insurance and we are more than proud of a seamless collaboration which allows us to carry on as a provider for Intact Insurance!
