case studies
UK Trade & Invest
[ Public-sector understanding ]
Requirements
UK Trade Invest asked Panlogic to deliver a website as part of the re-launch of their brand in 2004/5. Initially this was conceived by UKTI as a brand-led micro-site but after consultation and workshops run by Panlogic the strategy was moved to an integrated site/database for UK exporters.
Strategy and Delivery
Panlogic's strategy and delivery had three core elements:
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User-centred design and functionality that gave the user control of their site journey. The output was:
- An interactive map to show users where their nearest trade advisor was (and how to contact them)
- Case studies outlining how UKTI had helped other businesses in growing their export sales
- Ordering of an information pack
- Content and database development
Panlogic worked closely with UKTI to develop specific content within an agreed content strategy. The content strategy identified who was to develop the content, by when, for whom and when it should be updated. - A core part of Panlogic's strategy was to develop an integrated database between the call centre, website and fulfilment house. This strategy ensured a single database for all contact with UKTI as well. Linked with email technology, users received a personalised email detailing that they had requested an information pack on a specific subject area and a second automatically generated email that alerted the user that their pack had been sent by the fulfilment house.
Value
The original target was for the site to deliver 500 leads and information packs. At the end of the campaign the site delivered in excess of 5,000 leads and information packs and has been taken forward and put in use by at least one regional trade advisor group.