Underwriters Laboratories (UL)

The Client

UL solves critical challenges and help innovators around the world to discover new possibilities and deliver what matters — safety, quality, security, sustainability and confidence. UL employs exacting scientific processes and the highest ethical principles to help create a better world. As safety challenges and concerns expand to include sustainability, well-being, connected technologies and security, UL provides broad leadership, deep expertise and vital services to guide these transformations. 

The Situation

UL partnered with Genuine to deliver a centralized system to support their OneUL vision: to ensure brand consistency and eliminate end user confusion often caused by internal business divisions. The ultimate goal was to deliver one consistent brand look and feel. They also sought to enable their marketers and content creators to manage, update and promote best practices in user experience and content, structured around the user’s needs, not the company’s. 

The Challenge

With 275 websites, 140 social channels, more than 300 sub-brands, and over 200K web pages, UL had fragmented systems and platforms that didn’t allow them to easily shift, scale or grow further as an organization. The user experience for customers, clients and employees was minimal. 

The Solution

Genuine established a centralized system leveraging Acquia and Drupal technology to provide marketers and content creators with the necessary tools to support the broader vision of delivering one consistent brand. This enabled them to design, architect and develop content across their ecosystem of sites and applications. The end result was not a single site, but multiple sites connected together, targeting user experiences to respective audiences without fragmenting the brand. Acquia Site Factory and Acquia Personalization with Content Hub enabled multiple sites on a single, shared code base sharing and syndicating content across the ecosystem.

The Results

Two sites that leveraged the platform code base deployed in June of 2018, with the flagship site on the platform launching in May of 2019. Leads are now being captured through UL’s marketing automation system and are then routed to two CRMs, and content is being syndicated across sites on the platform. The new system also allows UL to easily deploy new sites on the platform in weeks instead of months, and UL is expecting a cost savings of 50% per each new site on the platform.