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.
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