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success story

Redesigning a global publishing brand's Content Management System

Enhanced customer experience and brand consistency across 24 international markets

Our client is a leading global publishing company that has been at the forefront of the academic and professional publishing industry for over two centuries. With multiple brands and sub-brands across 24 regions and locations, the client expanded its reach in diverse publishing products and solutions through numerous acquisitions over time. This has resulted in the emergence of several brand identities, each brand owning its distinct technology platform or architecture. Consequently, the client chose Virtusa as a strategic partner to consolidate multiple brand websites on a single, unified global content management platform to deliver a rich web experience with contextual and personalized content for B2C and B2B customers, along with enterprise cost optimization.

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The challenge

The client has multiple CMS and Digital Asset Management (DAM) systems hosting various brands and sub-brands, posing significant challenges to the brand architecture. Mapping out the challenges and proposing solutions with the right capabilities requires expertise. Here are some key challenges the client faced while engaging and attracting customers via web channels while managing multiple brand identities:

  • Non-unified brand architecture: multiple CMS and DAM systems host various brands, making it hard to create a unified brand architecture under a single global brand identity.
  • Reduced content velocity: complex content authoring and publishing process was a greater hurdle in launching new campaign pages and assets, resulting in increased time to market.
  • Lack of self-service: heavy reliance on IT to change and publish the marketing content resulted in a lack of empowerment for marketers to publish their content on an as-needed basis.
  • Personalization: fragmented customer data, lack of actionable intelligence, and multiple content systems posed difficulties in delivering personalized messages with relevant content and context.
  • Maintenance and upgrades: multiple CMS releases and version upgrades resulted in complex upgrades and maintenance operations for IT.

The solution

As a strategic partner, Virtusa implemented an agile strategy to streamline and consolidate multiple brand websites onto a unified global content management platform. This move aimed to deliver cost optimization and personalized content delivery for B2C and B2B customers. The capability delivered covered the following:

  • Partnership: partnered with the client and Adobe to implement Adobe AEM CMS as the global CMS platform of choice. 
  • Brand identity: redesign the brand architecture and design for various brands and sub-brands to help refresh the 200+-year-old brand identity with its new website redesign initiative.
  • Differentiated design system: implemented using AEM's global template and concept component library, facilitating component reuse across brands and sub-brands while leveraging various out-of-the-box AEM components.
  • Brand architecture: a unified look and feel across the brand through ease of applying themes, style system concepts, and reusable components through the concept of the component library architecture while complying with brand guidelines.
  • Reduced content velocity: established end-to-end content authoring and approval processes with built-in Adobe AEM and DAM workflow capabilities to streamline content publishing operations. 
  • Multilingual websites: develop the complete CMS platform by utilizing AEM's fundamental multi-site management (MSM) functionalities, facilitating the creation of multilingual websites for global markets.
Redesign of a global publishing brand's CMS

The benefit

Virtusa's partnership with the global publishing brand successfully implemented Adobe AEM CMS as the global CMS platform, leading to an enhanced customer experience and cost optimization across 24 international markets. In addition to this, the client realized the following benefits:

  • Enhanced brand identity: decreased bounce rate and increase in visitor engagement within the first two months.
  • Increase in NPS scores: enhanced brand recognition towards the client's brand with the refreshed website relaunch.
  • Unified content repository: complying with brand standards for content and digital assets across the brand and sub-brands using AEM's flexible layout.
  • Cost optimization: optimized costs for licensing and operations with CMS/DAM rationalization to a unified global AEM CMS platform.
  • Reduced time to market: shortened duration between the conceptualization and delivery of content and campaigns.
  • Reduced IT dependence: empowered marketers and authors to publish web pages with minimal dependence on IT, resulting in an optimized web experience across the brand.

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