Johns Manville SpecJM Web Site

Strategy

Johns Manville came to us needing to consolidate 12 content-heavy and totally disparate web sites into a single efficient and user-friendly online resource for architects and building professionals. Faction took over from the planning stages and carried the project through to launch. The award-winning SpecJM.com is the result.

SpecJM.com is designed to serve the Commercial and Residential Building Materials market. This includes professional architects, product specifiers, builders, distributors and contractors.

We set out to consolidate ten audience/product-specific Web sites into a singular building materials professional resource. A secondary goal was to create a consistent brand experience across multiple market segments and target audiences. Finally, we wanted to provide an unrivaled specification resource.

We first evaluated existing sites’ positioning, messaging and content. We then developed a content migration strategy which aligned with business needs and market segments. We developed a universal site taxonomy accounting for baseline content, marketing initiatives and expansion. The result is a site structure that engages customers while supporting existing search engine rankings.

Results

Johns Manville now has a singular presence for Building Materials Professionals containing over 2,200 pages of product information, specification documents, calculators and locators. The unified messaging platform has provided greater continuity throughout business and market segments.

Awards

2008 Best B2B Web site, B2B Magazine
2008 Best Construction Web site

To thrive in an environment, it’s crucial to understand the moving parts and dynamics that make a situation unique. Here at Faction, we believe it’s equally important to be able to communicate these dynamics in all of our project to our clients. The Digital Ecosystem is the model we use as a basis for creating tailor-made interactive campaigns.
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