Case Study: Multimedia Sales & Marketing – The Country Mile

eCommerce | Responsive Web Design | SEO | UI/UX Design | Web Accessibility

Website Design for MSM: From Internet Radio Station to Multi-Functional Streaming Website

Multimedia Sales & Marketing (MSM) sought a website for their internet radio station, The Country Mile. To achieve this, INT’s team of experts incorporated on-brand visual elements as well as integrations like Live365 streaming, an e-commerce platform, a news feed, and advertisement slots. These efforts resulted in a stronger brand identity, improved user experience, and increased online visibility for The Country Mile.

The Client:

Multimedia Sales & Marketing (MSM) provides the platform for businesses to utilize local media to serve their communities in more than just a business sense. In conjunction with their business sponsors and media outlets, MSM has aired over 3 million public service messages sponsored by small businesses across the United States, heightening awareness on subjects like breast cancer, blood donation, and drug abuse.

MSM’s internet radio station, The Country Mile, plays modern country music and promotes awareness of topics that impact society, such as supporting veterans and encouraging participation in community outreach programs. The Country Mile’s mission is to provide a platform for country music fans to connect with the music they love, and to use their voice to make a positive impact in the community.

The Problem:

MSM had a need for a front-facing website for their internet radio station, The Country Mile, which had previously been streaming solely through Live365. To become competitive with other internet radio stations, they wanted a site that would be visually appealing and user-friendly, and that would enable their listeners to tune in to the radio station’s broadcast from any device while staying up-to-date on the latest country music news.

The Challenges:

The website design and development project for MSM presented several key challenges:   

  1. Visual Brand Alignment: MSM desired a website that was not only visually appealing, but that would capture the essence of the The Country Mile brand.  
  2. User Experience: The goal was to create a website that would be easy to navigate and that would convert visitors into loyal customers.  
  3. E-commerce Platform Capabilities: MSM required the integration of a user-friendly e-commerce platform to facilitate merchandise sales. 
  4. Radio Streaming Functionality: The website’s core purpose was to enable seamless streaming of MSM’s country music radio station via Live365. 
  5. News Feature: MSM required a country music news feature on their website, to give their visitors another way to engage. 
  6. Advertising Space: MSM requested space to be able to sell advertising spots and display them on several of The Country Mile’s pages. 

            The Solution:

            To address the challenges faced by MSM, the following solutions were implemented:  

            1. Visual Brand Implementation: The INT team used the color scheme and visual cues from the logo as the foundation for the website’s design. Collaborating closely with the client, we developed a brand identity that authentically represented The Country Mile, resonating with its target audience of country music fans. 
            2. Intuitive Navigation & Extra Features: To ensure a positive, user-friendly experience, we crafted an intuitive navigation menu along with clear calls-to-action throughout the website. We also placed an Amazon-approved “How to listen via Alexa” explainer image, as well as a dynamic weather feed, in an easily accessible spot at the top of several pages for an enhanced user experience. 
            3. E-commerce Platform Implementation: We implemented the “Spreadshirt” e-commerce platform to provide an easy-to-use experience for both the client and their customers. 
            4. Live365 Integration: Recognizing the radio streaming function was the most integral part of this website project, we ensured that the Live365 integration intuitive as possible. We worked with the client to determine the most user-friendly way to interact with the streaming feature, providing visitors with multiple options for listening, viewing, and downloading songs. 
            5. News Integration: We incorporated an automatic news feed by implementing an RSS feed to the “Taste of Country” country music news website. 
            6. Provision of Advertisement Slots: The INT team designed advertisement slots across multiple pages that streamlined the process for members of MSM’s team to promptly implement updates upon the sale of an advertisement. 

                      The Results:

                      The website design project for MSM yielded several positive outcomes:  

                      1. Stronger Brand Identity: The new website provided MSM with a clearer and more distinct brand identity for The Country Mile. 
                      2. Enhanced User Experience: The integration of the website with Live365, Spreadshirt, and the “Taste of Country” music news website enhanced the overall user experience, making it easy to stream music, purchase The Country Mile merchandise, and stay up-to-date on country music news.  
                      3. Increased Online Visibility: The new website has provided a broader platform and more opportunity to widen The Country Mile’s listenership and strengthen their online presence. 

                      INT’s comprehensive website design approach addressed the challenges MSM faced in creating a modern website for their internet radio station, The Country Mile. The project resulted in an aesthetically pleasing, user-friendly, and strategically aligned website that significantly enhanced the client’s brand visibility and user engagement. 


                      “INT helped us create a new website for our online radio station. The site met our expectations and elevated our station’s image to be competitive with not only other online radio stations but contemporary terrestrial stations as well. The team offered expert knowledge and advice, and was responsive, collaborative, and an all-around pleasure to work with.”

                      -Gregory Benson
                      Marketing & Business Development Manager