Case Studies

The Independence Blue Cross corporate communications group was not empowered to own and control its own Web content.  Also, it did not have the capability to re-purpose content to support re-branded sister Web sites.  The amount of time sensitive new content was quickly increasing and, due to the sensitive nature of the content published, IBC mandated a complex business workflow model for content approval.  It needed a method of controlling its content within the parameters necessary for responsible corporate governance.

Other issues facing IBC included a complex technical environment.  Stringent procedural requirements enforced by IT meant that content was required to be deployed to multiple QA, staging, and production environments in an automated fashion.  Finally, due to HIPAA requirements, full version control and rollback functionality was required for each production Web site.

• Defined full content and meta data taxonomy
• Extensive business process re-engineering
• Full Inktomi search integration
• IBM Websphere integration to allow content virtualization prior to production approval
• XML architecture used for content syndication, asset capture definitions, and presentation templates

• Content contribution process was greatly streamlined
• Business content owners empowered to control their own content
• Greatly reduced time and effort for content deployment to multiple environments via automated workflows
• All content re-purposed to publish additional “properties” (sister sites) with a new graphic design with no modifications except for the creation of a second presentation template
• Workflows were reused across multiple properties (sister Web sites) with very little customization