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Cobb-Vantress Launches New Global Digital Media Strategy

22 January 2013

GLOBAL - Cobb-Vantress, a leader in research and development, production and sale of broiler breeding stock, has announced the launch of a redesigned website,, as part of its overall global digital media strategy.

The site was developed with its users in mind, giving customers, employees and partners around the world quick and easy access to Cobb’s expertise from any desktop or mobile device.

"Technology is constantly evolving and, at Cobb, we are dedicated to advancing our digital technology as well," said Roger Vessell, director of world marketing at Cobb. "The responsive design approach of the new site is due in most part to the ever-changing world we live in, where people expect immediate connectivity to information with the simple click of a button or tap of a finger. Whether the user is on a phone, tablet or desktop, our site was designed to access information universally and enhance the user experience."

The website launch represents the initial phase of Cobb’s two-part digital media strategy of advancing its global communications and meeting the developing needs of employees and customers. Throughout 2013, Mr Vessell says Cobb plans to focus its efforts on enhancing the company’s digital footprint by implementing social media platforms to instantly engage and connect with customers and prospective employees, building mobile applications to tap into the growing population of global mobile users, and developing additional micro sites to connect its global audience to its vast array of technical knowledge.

"Cobb is deploying an integrated solution with this new strategy that extends the company’s technical knowledge and customer service beyond the traditional efforts," said Patrick Keefe, digital strategist with HughesLeahyKarlovic, a leading St. Louis based digital communications agency who spearheaded the project. "HLK sees this as an opportunity for Cobb to increase the efficiency of communication with its customers and enhance the company’s recruitment and retention efforts."

The most compelling feature of the new site is the Cobb Academy forum, an organized portal of extensive information, articles and videos readily available for customers anytime they need it. Leveraging Cobb’s thought leadership and expertise in the industry, Cobb Academy provides users immediate access to technical guides, the Cobb World Tech School video series, a library of articles on best practices, and even the ability to directly connect with Cobb technical experts through an Ask the Expert feature.

"We want to ensure our business units have the access to tools, information and processes to ensure their capabilities are better matched to give legendary customer service and support as we provide business solutions for our valued customers," noted Mr Vessell in regards to Cobb’s commitment to on-going innovation in its workplace.

Additionally, beyond improved navigation and aggregation of information, the site is a useful tool for the recruitment process at Cobb. Potential employment candidates have access to candid, one-on-one video interviews with actual Cobb employees who describe the day-to-day operations, the experiences and opportunities, and what makes Cobb different from other organizations in and out of the industry. The Better World feature of the site tells the story of Cobb as a leader and difference maker in communities around the globe helping to make the world a better place to live.


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