The Challenge (Professional publishing): Develop a strategy to manage and improve our complex family of websites
The underlying business issue: We have websites, but no web strategy. How can we devise a management process to identify and address the key issues?
The Project: the current provision within the various websites was analysed and set against stated business and brand objectives. The approach taken was to challenge management to get to grips with the real issues. To optimise internal ownership, a PowerPoint presentation that could be delivered without external input was devised. A simple progressive narrative style using clean, build-based graphics and stripped-down text was chosen in order to guide the discursive process. Each slide enabled discussion of a key point before moving on to the next logical stage in the debate. Particularly effective were the slides which identified the various uses of the internet, allowing the client to prioritise them and then, having agreed the various audiences, to align each of those audiences with their respective needs from the website. |
