intu properties plc digital strategy
Gather was appointed in June 2018 as their group strategic digital communications partner, taking on the existing group website hosting and maintenance and ongoing development.
intu’s corporate website had been launched three years previously with a legacy agency, but there was a lack of focus on ongoing site development and relationship management.
Whilst the website looked good on the surface, there wasn’t a roadmap for site optimisation in line with objectives; there was a lack of audience insight and the CMS templates and modules were in part proving inflexible.
Following brand identity, communication strategy and CMS immersion, we identified the need to set a clear website vision and objectives, in order to help drive the website forward over 2019, and ran a workshop to define these.
We conducted desk research to develop audience profiles for key website stakeholders, in order to better meet their interests. In addition, we ran an experience website audit to assess how well their existing site content and functionality served their brand vision, website objectives and audiences.
A new robust measurement framework was then developed, with a set of strategies and metrics aligned to ongoing business communication and audience interests.
intu now have a roadmap for 2019 website optimisation that aligns to their annual corporate communications activity and a framework for measuring the monthly success of any website updates and development.
Through our work to better understand the intu business, and implementation of tools to enable them to create targeted content and measure success, we have also identified a requirement for social media strategy and are putting a plan in place for social content development and channel optimisation.