The technical design has extended the Enterprise product to include many extensions including an ERP module to prepare and manage fulfilment of stock in and out of the warehouse. The  site is also integrated with SLI Search and Exact Target email marketing software.

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The site was launched in July of this year.

I lead the redesign of Power Retail, facilitation requirements into the Information Architect and Designer. The results were implemented by the Power Retail team and look amazing.

The sites primary role is to increase the number of safe cars on the road by raising safety as a priority in car purchase decision-making. Ultimately the TAC are briefed to influence behavioural change by influencing consumers to buy the safest car they can afford and in turn, influence manufacturers to increase the amount of safety features available to Australian market.

The Brief

We provided technical services to Grey to develop the new website, ensuring that it;

• Provided improved functionality, features and quality that will support the ongoing delivery needs of the TAC Vehicle Safety’s business strategy
• Complemented and supported the TAC’s HSIYC corporate identity and positioning
• Supported the audience to complete successful searches and achieve their desired outcomes
• Supported accurate, efficient content management processes with the varied & complex data sources
• Provided efficient work practices to the internal web-team
• Introduced the latest web-based features, functionality and technology
• Stimulated an increase in searches and comparison tool usage with end users
• Supported marketing activity to driving traffic to the site and build awareness including; high-profile mix media campaigns, online marketing, event displays and activity (Motor Show, F1 Grand Prix, Road Show) etc.

The Site

• The site was developed on Sitecore – an enterprise nature, proven to be robust, reliable, flexible and cost effective.
• The safety rating systems data was dervied from a variety of sources including ; USCR & ANCAP. The data contained over 45,000 records and required imported and transformed before display. Complex logic was developed to provide as much flexibility to the existing business rules that determined ratings and scores, as the rating systems are prone to change from year to year.
• Site content was contained within a variety of MS Excel, MS Word, Adobe PDF as well as CSV File formats.
• The data is updated on an ongoing basis via csv / FTP and web services
• The site also contains content authoring and approval workflows to assist administration management within TAC team.

The site is market ready for e-commerce, and can be ‘activated’ when supplier networks allow. But until this time, Catalogue product is displayed and leads are directed to stores (sales, appointments, enquiries etc).

We have provided the client a suit of digital marketing tools in addition to a new site, which they can use appropriate to business readiness for selling online. The tools include – email marketing, social, a blog, and content manageable site areas (landing pages, promo banners etc). WatchSwiss can now maintain and manage their digital marketing, something they could not do before.

A lot of positive feedback was received from the rebrand, traffic, conversions and enquiries are up. The new platform has provided an improved view into customer needs & targeting opportunities for informed improvements moving forward.

During my time on the account we implemented a blog that featured high profile contributors including the Permanent Secretary, Matt Tees.

New to his role, the tool assisted a necessary reach to a key audience via one of the social tools being heavily adopted in govt circles / politics generally.

Response was great, and the blog was in process of being rolled out to other high profile roles within the communication discipline to provide insight to the depth and variety of career prospects available to government communicators.

The site also featured a twitter following, a wiki and job boards, all in aid to support and develop the skills of the network, and retain talent up and through the ranks.

http://comms.civilservice.gov.uk

The were among the first to experiment with social media as a way of canvassing public opinion and reach their audience via non-traditional media.

The Brief

Little (next to no) budget existed for this work, so we scoped an approach that could be part managed by the client team. The requirements were to compliment the work that had already started offline and;

• Continue to collect feedback from community groups – targeting:
• Mums – pregnant & new parents
• Address audience gaps with Fathers
• Address audience gap with BME community (Black, Minority Community)
• And as a result of these activities increase awareness about activities & plans

The Approach

• used the existing council website to promote and house a survey (high traffic through this site) & placed a banner ad on every page of the NHS section, and build a dedicated landing page with link to survey
• digitised the existing survey for online completion – ensuring questions structured for results to be filtered by target groups
• created a facebook fanpage to further engage audiences, reinforcing the authenticity of the programme and posting of videos from earlier rounds of community interviews regarding their thoughts and beliefs about provision of a natural birthing clinic
• created a youtube channel to distribute the videos to the facebook fan page
• created a postcard size flyer that we posted and distributed to targeted influencer & supporter groups – mothers, fathers and BME’s
• created a contact list for supporters and influencers to assist with promotion of the public consultation – providing them assets from the campaign to use on their websites, in their newsletters, flyers to leave in their community rooms etc.

The Results

• We attracted over 550 unique visitors to the website – direct & referred traffic
• 162 people completed the survey = 29% of digital audience attracted, their answers were incredibly informative and helpful to build out the final report & recommendations
• Distributed 2,000 flyers within the community
• FB =143 (26%) of digital audience – lower than expected participation rates - we recommended more PR for the campaign (radio & paper) as we experienced spikes when local paper ran article – but internal funding & prioritisation did not exist to support.

Overall the client was impressed by the power and quality that an integrated campaign could offer, they achieved their required consultation numbers for targeted audience for a meagre budget, but could have improved reach with better internal co-ordination of PR and community management of FB group.

The campaign objectives were to raise public awareness and support for Armed Forces Day and consisted of a number of social media engagements designed to increase participation, and encourage a celebration of the forces, veterans and the wider forces family, honouring the work they do.

The social campaign ran concurrently with the website – the websites’s function was to broadcast content whilst the social platforms were used to drive awareness, build support and community engagement, provide shareable content for WOM distribution on digital platforms, drive traffic to and increase awareness of www.armedforcesday.co.uk and support the wider media campaign for Armed Forces Day.

Platforms and Approach:

We centralised information about the event, how to get involved, participate and organise via the website. And used social platforms to approach and build support for the cause to develop momentum for AFDay. Supporters and contributors quickly picked up on the campaign, involving themselves with digital activities such as “Raising the Flag” (Messages of support via Twitter integrated to the website homepage) and growth of the Facebook Fanpage. Interactions with this page were mindblowing, towards the day itself we had 1-3 people joining the page per minute, a digital collective working towards a 10,000 number of members by 5pm the Friday before AFD. Other strange happenings included a wave of photos being posted from fans flying their flags (out of windows, in their loungerooms etc). And a hypnotic desire for bumper stickers – again with photos posted once displayed by proud car owners

Results:

• Website had a 600+% improvement from year before – with an increase of 1400,000 unique visitors
• Twitter campaign – currently 8,690 and growing – notable 2009 RT’s included Eddie Izzard, Lord Drayson, Sarah Brown, Boris Johnson. (London Mayor)
• Facebook fans – currently 989,374 and growing
• Flickr Childrens Art Competition – 192 entries
• Photos uploaded to Flickr by fans from events attended – over 6,000
• A post campaign survey (sentiment) indicated an overwhelming support for the approach, with 98.7% surveyed saying they were satisfied with the experience and 99.8% saying they would be supporting again the following year.
• The most notable and powerful result for me was the provision of a social space for families and the general public to come together (FB in particular) and share their experiences of having loved ones at war and show messages of support for the troops and families. We also had comments from people who had served to say that the public support messages were a huge boost to morale. We recommended to ‘close the circle’ in the coming year with messages of support directly to the troops – the people saying a collective social thank-you.

Then this happened....

I sadly didn’t get to build this project but worked with the team to get approval on the IA, content and design templates – and I have to say it looks great.

Another simple CMS site for the Household boys and girls to manage updating with their amazing work.

www.household-design.com – homepage

www.household-design.com – client gallery

Orange BAFTA – 60 Seconds of Fame homepage

The Orange website was updated with all Orange 2007 BAFTA activity – 60 Sec of Fame Competition, The BAFTA Orange Rising Star Award and live footage of Red Carpet Myleen Klass interviews (from the BAFTA night).

Orange website – BAFTA homepage

A social networking campaign also spread the word to voters for Orange Rising Star & 60 Seconds film winners. It included competition content, take-overs and quizes on You Tube, Beebo, Facebook etc.