Cross-Channel Content Modeling for a New CMS Era
Challenge
Frontier Airlines’ content ecosystem had become fragmented and outdated, with disconnected content sources spread across platforms, teams, and channels. Managing, updating, and reusing content efficiently had become a growing challenge.
Solution
Mapleton Hill conducted a comprehensive content audit across Frontier’s digital channels and partnered with internal teams to develop a future-proof content model. This model was designed to support a migration to Sanity CMS and establish a unified, scalable structure for managing content across the organization.
Results
With a clean, flexible content model in place, Frontier gained a fresh start—enabling consistent content reuse, streamlined workflows, and greater cross-channel cohesion. The new foundation empowers teams to manage content more efficiently while supporting long-term growth and adaptability.
Content That Was Ready for Takeoff
As Frontier Airlines prepared to modernize its digital infrastructure with a move to Sanity CMS, the company recognized that its existing content wasn’t ready to make the journey. Years of ad hoc publishing, siloed content ownership, and inconsistent formatting had led to a sprawling, unstructured content landscape. Internal teams found it increasingly difficult to locate, update, or reuse content across channels—leading to inefficiencies and missed opportunities for consistency and automation.
Comprehensive Audit Across Platforms
Mapleton Hill began the engagement with a full-scale content audit spanning web, mobile, transactional platforms, and internal communications. We worked closely with Frontier stakeholders to catalog existing content types, identify redundancies, and surface inconsistencies. Our team also evaluated how content was being used (and misused) across different parts of the organization—laying the groundwork for a system that could better support long-term needs.
Content Modeling for Flexibility and Scale
With audit insights in hand, we led the design of a modular content model tailored to Sanity CMS. The model was built to serve Frontier’s needs across digital touchpoints—balancing flexibility with structure. Key considerations included:
- Support for cross-channel reuse (web, app, email, etc.)
- Clear separation of content types and components
- Scalability to support future content types and campaigns
- Governance and ease-of-use for non-technical editors
This effort empowered the organization to think differently about content—not just as static copy, but as reusable, structured data that could power experiences wherever customers interacted with the brand.
Enabling a Fresh Start
With a new content foundation in place, Frontier was positioned to move confidently into their CMS migration. Teams were equipped with a clean, well-organized structure that simplified editing, improved consistency, and reduced duplication. The effort also helped align content operations with brand strategy—paving the way for more efficient workflows and faster publishing across the board.
Positioned for the Future
More than just a migration project, this engagement gave Frontier Airlines a chance to reset how content was created, managed, and scaled. The outcome is a more agile organization with content systems that can grow with the business—no matter how or where customers choose to engage.
