The American Trucking Association (ATA) faced the challenge of devising and executing a web strategy to integrate ATA's disparate websites, which each had a separate "look & feel," while encouraging individual ATA divisions and operating units to embrace the concept of creating a "web-enabled enterprise" and ultimately position ATA as the trucking industry's Internet information "Portal." It achieved this by creating a "Truckline Network" of integrated ATA web sites. This succeeded in bringing members new business opportunities and opportunities for strategic partnerships, as well as the ATA raising significant additional revenue from products sold online.