• Connect With Us

CURRENT ISSUE

MEDIA BUSINESS

PRINT ISSUE


  
 
10 Great Websites: Tyco.com

September 13, 2010 - 9:27 am EDT
   
 
   
 
OTHER STORIES ON BtoB
  • Making content a sales closer
  • Genius
  • And the nominees are…Category: "Best Ways to Succeed with Social Media Marketing in 2014"
  • The 10 lives of a #hashtag
  • David vs. Goliath: How small companies can create marketing that stands up to big brands
  • Better marketing metrics: three pitfalls every marketer should avoid
  • Eight ways to play in social media without corporate channels
  • The best customer advocacy program on the planet: Meet the SAP mentors
  • Cliché your way to marketing success
  • Current state of digital marketing: Integration is key
  • Company: Tyco International

    URL: Tyco.com

    Target audience: Prospective and current employees, investment community, customers, community partners

    Key Web executive: Paul Fitzhenry, VP-corporate communications

    Number of people who work on the site: 5

    Last major redesign: May 2010

    No. of pages on the site: 146

    Web developer: BGT Partners, Chicago

    Tyco International, which provides security products and services; fire protection and detection products and services; valves and controls; and other industrial products, has a variety of companies and "thousands of brands" that fall under its corporate banner. Providing site visitors a conduit to these properties is one of the challenges the corporate communications team faced during its recent website redesign.

    Plus, Tyco's old site design was very static and didn't convey any sense of the company being one that is on the move, said Paul Fitzhenry, VP-corporate communications. "We wanted to exemplify simplicity but at the same time make the site more engaging and exciting," he said.

    Today, the Tyco.com corporate site features links to the company's most popular brands off the home page and links via product category to other, less well-known brands. In the past, there was one drop-down menu, which was clunky and often difficult to use. "The key with the multiple menus now is making navigating the site as easy as possible," Fitzhenry said. "Navigation should be flexible and give visitors multiple ways to enter the site.

    One way the company does this is with a Flash-based banner that promotes specific sites and stories—a feature designed to speed access to featured website content. However, unlike similar offerings on other sites, a Tyco.com visitor can click on any of the available links at any time, Fitzhenry said. "You don't have to wait for a banner to cycle through," he said.

    Indeed, interactive elements like this are some of the site's most popular. A video component on the home page gets a tremendous amount of traffic, Fitzhenry said. A Jobs page—easier to use since the redesign—is another popular destination, he said. "You may have come to the site looking for a job at one company, but now you can see more of what we have to offer," he said. "We wanted to show career paths that may not have been obvious on the old site."

    Expert commentary, Bill Rice, president, Web Marketing Association: Tyco.com tackles the seemingly impossible job of easily explaining what a complex global industrial company is, why investors should invest money with them, why job seekers should want to work for them and why a potential customer might be interested in one of the many, many brands in its portfolio. It uses Flash and other rich media to engage its audience. The site provides clarity and insight not just into the company's services but also highlights innovations in workplace safety, sustainability in manufacturing and access to all the financial statements in one consolidated Web portal.

    Accenture Accenture
         
    Airclic Airclic
         
    Dropbox Dropbox
         
    Freight Center Freight Center
         
    Interaction Design Association Interaction Design Association
         
    istockphoto.com istockphoto.com
         
    Mack Trucks Mack Trucks
         
    SAS SAS Institute
         
    Shaw Industries Group Shaw Industries Group
         
    Tyco Tyco

    RELATED STORIES

     
     
     
     
     
     
     
     
     
     
     
    -- HHHHHH End Related Aticles HHHHHH-->
    SPONSORED WHITEPAPERS
     
    Brought to you by TIE Kinetix
     
    Brought to you by ReachForce
     



    Featured Research

    The Keys to Channel Partner Success

    Brought to you by TIE Kinetix

    The Cost of Dirty Data

    Brought to you by ReachForce



     

    SITE MAP   |   MEDIA KIT   |   BtoB EDITORIAL CALENDAR (PDF)   |   CONTACT US   |   WHITEPAPERS   |   Crain Publications

    BtoBonline.com Privacy Policy. Copyright 2014, Crain Communications Inc.
    Information  |  For advertising information contact Robert Felsenthal.