Global Digital Strategy
UKTI
Digital strategy
- Strategy definition
- Requirements capture
Overview
UK Trade & Investment has the dual government role of supporting British exports and encouraging inward investment. This duality demands careful consideration of messaging and engagement through a web presence. In addition, UKTI's work is supported through regional trade advisors who have regional web presences and these needed careful consideration in any strategic solution. Finally, under a government PFI contract, the UKTI website had lost its marketing agility and responsiveness to on-the-ground needs.
Challenge
Develop the five year web strategy for UKTI taking into account numerous stakeholders, the current web estate, the web rationalisation programme under the Varney report and the development of a log term cost effective solution.
What we did
Developed a strategy of listening to internal need
Our strategic approach was to develop a series of stakeholder workshops and depth interviews with senior stakeholders. A single workshop plan was developed to ensure consistency of response.Competitor research
We identified key international competitors (for inward investment) and considered how other countries supported export trade.Persona development
We developed a number of personas that identified key users of the UKTI web presence and their need from the site. These acted as a backbone to the research strand.Developed the strategy document
The various research strands were synthesised together to develop an overall strategy. This included the the core proposition, content strategy, outbound marketing approaches and teh technical solution.
Value
The report provided the basis and argument for the re-development of www.ukti.gov.uk.
"Many thanks for a highly successful detailed strategy piece considering UKTI's ongoing web presence. Following the presentation of your findings, Danny & I are very happy with the outcome and the reaction from the Executive Team, especially our CEO. We now have to deliver. Thanks again for an excellent piece of work and I look forward to keeping in touch."
Head of Online & Research
UK Trade & Investment