Dairy Management Inc. (DMI)
Their Story
Dairy Management Inc.™ (DMI) drives demand for dairy products through four distinct brands: National Dairy Council, American Dairy Association, U.S. Dairy, and the Innovation Center for U.S. Dairy—each serving unique audiences across the industry.
The Challenge
DMI operated four separate websites—each with its own platform, design system, and user experience.
This created challenges across every level:
- Internal teams struggled to update content, limiting the sites’ value as business tools
- Inconsistent navigation and design created confusion for users
- Fragmented domains made it difficult for search engines to properly crawl and rank content
As a result, the experience was overwhelming for users, inefficient for internal teams, and underperforming from an SEO perspective.
The Insights
- Disconnected platforms and inconsistent design diluted brand equity
- Content sprawl across multiple domains weakened SEO performance
- Internal adoption suffered due to complex and inefficient publishing workflows
- High-value content existed, but was buried within an unstructured ecosystem
The Strategy
Rise developed a comprehensive approach to unify DMI’s digital presence—combining brand alignment, platform modernization, and technical SEO into a single scalable solution.
The Solution
Creating a Cohesive Brand Experience
- Defined a unified digital identity informed by stakeholder and audience research
- Redesigned templates to balance tone and usability: professional yet approachable, modern yet familiar
- Standardized UX patterns across all content
Modernizing the Technology Stack
- Implemented a new enterprise-level CMS, hosting environment, and system integrations
- Built scalable content workflows and governance within the CMS
- Enabled internal teams to create and publish content without technical dependencies
Consolidating Four Sites into One
- Applied the Keep, Combine, Delete (KCD) framework to evaluate and streamline content
- Audited tens of thousands of pages across four domains
- Preserved high-performing content based on traffic, engagement, and conversions
- Migrated over 60,000 pages using automation and structured processes
Strengthening SEO & User Experience
- Redesigned site architecture to improve navigation and user flow
- Created optimized page templates with automated image compression for improved performance
- Consolidated domain authority into a single, unified site
The Results
By consolidating four websites into one unified platform, DMI transformed its digital presence into a scalable, user-friendly ecosystem. The new site empowered internal teams to manage content efficiently, improved user navigation and experience, and strengthened overall SEO performance—positioning DMI for long-term digital growth.
