DIGITAL STRATEGY & WEBSITE
The Skills Organisation is one of New Zealand’s largest ITOs and is responsible for over 20 industries, including Ambulance, Financial Services, Electrotechnology, and Local Government. Its mission is to increase the workplace performance of the companies within the industries it serves.
With such a broad range of audiences, including media, government agencies, and trainees, Skills had a real challenge on its hands. Working closely with the marketing team, we designed a digital strategy that is helping Skills create the right kind of relationship with its audiences.
TALKING WITH THE AUDIENCE
Through a series of interviews with key stakeholders, we painted a clear picture of who they were and what was important to them. We then segmented them, created a series of representative personas, and crafted a digital vision that would guide the goals, objectives and tactics of the resulting strategy.
DELIVERING THE VISION
With the strategy agreed with Skills’ Marketing and Communications team, and approved by the Executive and Board, we moved onto creating a responsive website that would help realise the digital vision.
Da Vinci once said that “simplicity is the ultimate sophistication” and that’s exactly what we were aiming for when designing the user experience of the website. It focuses on the needs of the most important audiences – people from (or interested in) its industries.
The site’s main navigation menu contains only links to pages within the industry section the visitor is in. The design reinforces this through an industry colour coding system. Secondary links are kept out of the way and found in the body and footer.
Before the site was designed, the digital strategy outlined the objectives and metrics that were important to measure. Using those, we created a custom dashboard in Google Analytics to track performance and deliver insights back to the Skills team.
The website is the flagship of Skills new strategic approach to digital marketing. That new approach is paying off, with the site delivering remarkably higher levels of repeat visitation, email newsletter sign ups and organic visits.