Case Studies _

Holden Ltd – online marketing guidelines for Holden Dealerships.

Development of a set of simple guidelines to assist Holden Dealerships in developing their sites and marketing their business through effective and proven strategies.

The guidelines were drawn from the best practice of a broad range of current respected theorists and practitioners and Communication Design consultants experience in online strategy. They were then customised to the specific needs of Holden Dealers.

Broadly they cover strategies for developing an effective site architecture, encouraging visitors to the site and engaging them, effective online marketing strategies, advice on how to measure site usage, the importance of measurement, and strategies for continually improving the sites for best return on investment.

Department of Justice Online Communication Strategy

Online and print-based communications strategy to launch a Continuous Improvement (CI) initiative in Justice and support a community of practice.

• Redesign the intranet site to be the main support tool for the CI community.
• Print-based promotional materials – to alert stakeholders and drive traffic to the intranet site – comprising booklets, banners, posters.
• Content Plan for current and future content development.
• Measurement Plan to monitor intranet site usage and inform regular site improvements.
• Specification of custom software tool to support regular organisational assessments of Continuous Improvement performance.
• Communications Plan with audience segmentation and whole-of-department 'cascading' launch.

The Victorian Premier’s Reading Challenge was launched by the Premier, Steve Bracks, in February 2005. Communication Design created the campaign and a strategy for the accompanying website. The project combined print based communications with the supporting web site. IN 2007 Communication Design were engaged for a refresh of the campaign. http://www.education.vic.gov.au/prc

Messages were developed in line with the age group of the audience (Students in years 3 – 9) and its demographic. Photography was commissioned using the previous year's challenge participants (a delightful bunch of kids), These powerful images reinforced the key messages. They were used everywhere, in print (posters, bookmarks, banners etc), on the website, and are the major recognition factor for the challenge -- they are the brand. Their role is also to drive traffic to the website.

The website is a major support tool for teachers and students involved in the challenge. In 2005 we developed the site architecture, content and engagement strategy. For example, a small but significant engagement strategy was to place small cover images of listed books on each page of the site with the question “Read this yet?” This, combined with a short punchy precis, has proved effective in sparking interest in new books on the list. It has been carried through to the refreshed 2007 site.

Nurses Board of Victoria Internet Site

Successful partnering with software developers (Groupware Consulting) to develop a dynamic, content-managed site. Since the launch of the site the NBV have significantly reduced the number of phone calls to their offices and have extended the hours they can provide key services (public register of accredited nurses, complaints submission) to their clients (hospitals and nurses. They now provide a 24 hour a day, 7 day a week service in these key areas.

• Business research
• Site strategy
• Information architecture
• Content plan for current and future sustainability
• Web site design

Dementia Care Australia Web Site

Web strategy to develop a dynamic, topic based, content-managed, paid subscription, sustainable site.

There were three main components to the site strategy.

1.

The site is topic based. Users searching for dementia related issues usually have an immediate and real problem they need to solve. The site's architecture was set up to ensure visitors to the home page see a list of topics which, experience has shown, are common issues in dealing with dementia. Visitors quickly recognise they are in the appropriate place and find immediate help with their problem. The topic pages dynamically display many types of information relating to the topic - fact sheets, activities, audio, video and more. Setting the navigation as a topic list also improves the site's ranking in search engines because it contains the typical search terms used when seeking help with dementia related issues.

2.

The revenue model is subscription based. Much of the text-based site content is free but more detailed information and access to the community areas and teleconferences require membership. A survey was undertaken before pursuing this path with current and prospective clients saying they valued these services and how much they would be prepared to pay for them. There are 2 levels of membership available.

3.

The site also takes advantage of Web 2.0 and aims to connect with as many carers as possible and set up an ongoing dialogue with cares and facilities. The strategy begins with discussion areas for peer support for both family and professional carers. These areas are moderated by current clients and practitioners.

Further development in June 2007 will include bi-monthly teleconferences for facility owner members and regular podcasts will be run for family and professional carer members. Both of these broadcasts will provide advice on dealing with a particular issue and will seek discussion and questions on the spot or to be answered at the next podcast/teleconference or vodcast.

• User survey
• Business research
• Site strategy
• Information architecture
• Content plan for current and future sustainability
• Usability testing
• Web site design
• Site development

Peter Ferguson Architects – Internet site

Peter Ferguson Architects is a small architectural firm, operating for over 20 years in Queensland, New South Wales and Victoria, and specialising in commercial and residential work.

The site’s innovative design makes use of the visual devices architects use to inform clients – floor plans and elevations. Communication Design worked with the architect to create flyovers from the drawings and added clickable camera angles to show aspects from different points in a floor plan. The goal was to educate the client about the process of architectural design as well as inform.

• Business research
• Information architecture
• User experience design
• Site design
• Content plan

VPSCIN Intranet Site and printed publication

The VPSCIN is a cross-government network of high level public servants which regularly commissions and publishes significant research.

Communication Design produced and designed publications and an intranet site to support them – making it possible for the static publications to continue to grow and develop as a dynamic information source.

• Information architecture based on publications' structure
• Site design – within constraints of existing content management system
• Content plan to support addition of further material and new tools and techniques
• Design and production of publications

Recent Projects

Dementia Care Australia
www.dementiacareaustralia.com.au

Groupware Consulting - Software Development
www.groupware.com.au

Victorian Premier's Reading Challenge
http://www.education.vic.gov.au/prc/

Duet Consulting
www.duetconsulting.com.au

McPhee Lawyers
www.mcpheelawyers.com.au

Aqua Project Consulting
www.aquaprojects.com.au

Save the Albatross - Round the world voyage
www.savethealbatrossvoyage.com.au