The Story of Parallel Infrastructure
Located in Charlotte, NC, Parallel Infrastructure is owned by Apollo Global Management (NYSE: APO). Parallel specializes in telecommunications infrastructure and designs, builds, owns and operates over 2000 cell tower assets across the US. The company serves all major US wireless carriers including T-Mobile, Verizon and AT&T.
Parallel Infrastructure approached Beyond Marketing in summer 2021 to augment their digital presence. Our design challenge was to:
- Create a strategically-focused website to help the Parallel sales team. Key performance indicators were to increase the time spent on the site and reduce bounce rate.
- Launch a site optimized for Google Search, targeting high-volume, industry-relevant keywords.
- Develop a visually appealing website that elevates the Parallel brand and stands out from their competitors.
- Ensure compatibility with Parallel’s customer relationship management platform.
Why Parallel Infrastructure Chose Beyond Marketing
Parallel Infrastructure vetted multiple marketing agencies, ultimately choosing Beyond Marketing because of our reviews and size. Parallel had tasked an internal marketing committee with leading the web development effort and to communicate all progress to the C-Suite. As such, the committee sought a high-touch, boutique marketing agency that would be attentive and nimble should quick pivots be needed. After a few calls with their team, we were hired to help Parallel Infrastructure improve their online brand.
Crafting a Beautiful Design
- Custom Illustrations – Great design is about nuance and detail. With Parallel looking for a custom-designed website with a unique look and feel, our design team created custom illustrations depicting cell towers and their components to feature throughout the site.
- Video – Our video production team edited the “hero” video on the homepage to seamlessly showcase Parallel’s work in urban and rural locations.
- Custom Filter – With their leadership team spread across multiple cities, our designers applied a custom filter to their headshots. This created a cohesive look that complemented the overall site design while solving the challenge of getting busy executives together for a photo shoot.
- Professional Copywriting – Aside from our design, Beyond Marketing has earned accolades for our professional copywriting services. Our writers are highly skilled, passionate and committed to capturing the heart of a business in addition to what the business provides. To tell their story, Parallel needed an outside perspective to reflect it.