Leveraging Web Content
Management to Enforce Your
Master Brand
Mike Trafton
Bryant Bonner
Founder / Chief Architect
Practice Manager
Blue Fish Development Group
Blue Fish Development Group

Agenda
• Problem Introduction
– Business Drivers
– Key Challenges
• Attacking the Challenges
• Resulting Solution
• Business Results / Impact of Solution
• Future Direction

Eye Contest

About Bausch & Lomb
• Bausch & Lomb is the eye health company, dedicated to
perfecting vision and enhancing life
• Founded in 1853 in Rochester, New York
• A multi-billion dollar corporation with nearly 14,000 employees
worldwide
• Products are available in more than 100 countries

Problem Introduction
Drivers Challenges
• Key Business Drivers & Challenges
– Drivers Goals
• Enable the building of a global master brand
• More easily communicate marketing messages to distinct
customer segments
• Needed to refresh the web site (it was time for a change)
– Challenges
• Too many inconsistent websites in the footprint
• Site serves discrete user groups
• No owner of www.bausch.com
• Project Goals
– Enforce the bausch.com global brand strategy
– Adhere to corporate risk tolerance
– Create a great site

Attacking the Challenges
Take Ownership
1. Took ownership of the problem Business Objectives & Requirements
2. Defined the project scope, goals, and business Establish Team
requirements Kick-Off
3. Established the project team and picked the right Overcome
solution set
4. Conducted kick-off meeting and took off!
5. Obstacles that were overcome
– Roles and responsibilities
– Internal team members lack of “web savvy” skills
– Continuously managed and evaluated scope

The Resulting Solution
• Segmented the web site to serve 3 distinct audiences
• Fairly large collection of templates
• Utilized workflows to automate the release of content
• Leveraged Navigation Manager™ to empower business
users to administer site navigation
• Reused content to cross-market and up-market products
• Enabled I18N – consistent templates / unique content

Business Results
• Soft Results • Hard Results
– Made it easier to find information – Reduced the number of micro-
on the site – “go anywhere from sites in footprint
anywhere” – Cost savings to support new
– Distributed content ownership web site development
– A more easily found web site – Eye health professional
“stickiness”

Future Direction
• Short Term
– Extend / expand the solution to
international locations
– Reevaluate existing content X
– Push the distributed content
approach
• Long Term
Functionality
– Put more dimensions on pages
X
– Web site personalization and
customization Short Term Long Term
Time
– Continue to drive “micro-site”
experiences into Bausch.com

1. Upcoming Blue Fish Presentations for Tomorrow:
Lockheed Martin and Blue Fish: Power to the People - Enabling Every U.S.
Presentations Will Be Available on
Citizen to Participate in Federal Rule Making
Track 3: Room 208 11:30-12:30
the Momentum 2006 Compliance Manager Migration
Website
Allergan and Blue Fish: EMC Documentum
Revisited – What a Difference Two Years Makes
www.momentumlive.com
Track 10: Room 201AB 3:15-4:15
2. Visit Booth 634 in the Exhibition Hall — You might just win a Blue Fish
Password: forum
Signature iPod Nano!
3. Call the Blue Fish Momentum Hotline to set up your own meeting –
512.940.5201
4. Catch us via email bryant@bluefishgroup.com or check out
www.bluefishgroup.com for more information.