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Mitre International

Global digital strategy, SEO, social media

We were appointed to deliver a complete digital solution for Mitre, from the online international strategy to the WickedwebCMS platform, and from search engine optimisation to the global file-sharing extranet.

The Mitre brand has been established for almost 200 years and today, the company's aim is to become the brand of the team. Built on the twin foundations of heritage and technical expertise and through maintaining a presence on the field of play via sponsorships and endorsements, Mitre, a British brand, is enjoying global success via distributors and licensees in 30 territories.

The project brief was to develop a new international digital strategy to ensure clear and consistent brand communication throughout the countries in which Mitre is present. As well as brand building, the aim of the website was to drive sales of the football, rugby, netball and cricket products.

Our strategy centered on delivering value to the users, focusing on the design to establish the brand personality and create the vital positive first impression, and on the content to build brand awareness and encourage visitors to keep returning month after month.

Our global delivery model featured rigid design templates to protect the brand's integrity around the globe, with flexible content areas so that images and copy could be tailored to the local territory market. A global landing page acts as the portal into each territory to ensure an easy and clear user journey and high organic search engine rankings due to the high traffic gateway. In this way, the brand now presents a cohesive international presence, housed under the Mitre umbrella, whilst tendering to the needs of the local licensees and distributors.

A key component of the global strategy is the Wickedweb CMS platform, powering the global websites and ensuring a centralised management process, giving the UK control over how the brand is communicated around the world. With its multilingual capability, WickedwebCMS was a perfect match for the project, the flexible model allowing Mitre to roll out the international websites on one platform. Our transparent CMS pricing structure, based on the number of administrators with minimal costs for integrating additional websites, ensures Mitre achieves value for money on a long-term, and global, scale.

Increased interactivity ensures the user experience is fun and interesting. With a bespoke database, Wickedweb has developed the unique 'ball selector' helping website visitors to determine the best product for their sporting needs. UK online retailers are enjoying increased traffic with equal placements on the 'where to buy' page top spots, and integration with the Google Mapping API has improved the 'locate your nearest store' facility, both helping to drive sales of Mitre branded products.

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