Hawthorne Cat, the exclusive Cat® equipment dealer in San Diego, the Hawaiian Islands and Pacific Region, has a long history and solid reputation in the region’s construction and building industry.
While growing their sister companies outside of Caterpillar, Hawthorne Cat sought to extend their brand distinction to these lesser-known divisions and consolidate website development management.
Building on our experience with the Hawthorne Cat website, Parallel Interactive led an 18-month effort to build a ground-up website development infrastructure plan. New guidelines set the foundation for developing future sites with consistent brand identity and streamlined maintenance.
Website development focused on two distinct demographic segments – California and the Pacific Region (Hawaii Islands, Guam, American Samoa, Saipan). Original content development included integrated omni-channel marketing to educate customers about the brand, equipment offerings, and an unparalleled dealership customer experience.
By leveraging a core Drupal platform, we created unique derivative sites for Ness Turf Equipment in the Pacific Region and HPS Loadbanks in the continental United States.
Since sites launched in February 2016, these emerging regional companies have increased sales and gained brand value from the affiliation. Streamlining website development management and infrastructure also saves each company time and money, so sales teams can focus on closing deals and improving customer relationships.