Tower International (TOWR) is a publicly traded company, headquartered in Livonia, Michigan. As a Tier 1 automotive supplier, Tower International designs, engineers and produces parts and assemblies for a majority of automotive manufacturers around the world.
Drive Creative was tasked with developing a new responsive website in an expedited timeline. Tower International was facing multiple challenges due to their website. It was difficult to attract new top-tier employee talent with an extremely dated website. In addition to this, they wanted a website that portrayed their company in the right light to potential buyers and investors.
An additional logistical challenge was the development of two third party vendor portals that needed to be developed during the same time frame of the main portion of the website. These portals by NASDAQ for investor relations and SilkRoad for employment would rely on the framework designed and developed by us for their individual builds.
Our first step was planning this project out. Our deadline of March 18th, 2017 was predicated upon the fact that a large employment campaign would be launched at that time, and the new website would be a leading force behind Tower International’s recruiting efforts. To put this into perspective, the complexity of this build would normally be scoped for 24 weeks, and we had to make sure that it was completed in 14 weeks without compromising the integrity of the website, also while assisting in the development of the 3rd party portals.
After having a plan in place, it was time to start collecting and developing assets. We provided Tower International with an overall sitemap and wireframe of the website that we could begin developing copy against. Tower International would be supplying us with useable assets for the build, so we invited key members of their team to our project process so they could begin to appropriate images. We also completed a full-day photo shoot that included portraits of their executive leadership team, portraits of selected Tower employees, and dynamic photo’s of their capabilities at a Michigan plant.
Once we had assets, we went through a series of different homepage and interior page mock-ups. The three main goals for the website were attracting qualified employee talent, supporting investor relations, and showcasing the overall capabilities of Tower International. Through a highly visual humanized approach, we were able to hit all three of these goals on the website's homepage, with this overall theme being displayed throughout the website in the end.
In the end, we succeeded in hitting Tower International’s deadline, assisted the other vendors in delivering their portions in the same time frame and surpassed their overall expectations of what their completed website would actually be. We are currently working with them in the social media arena developing campaigns and have future plans of expanding the website into additional languages to meet the needs of their facilities around the globe.
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