To communicate the company’s role to consumers
#content & stories
#internal engagement & training
Now independent and no longer a subsidiary company to Eni and Snam, Italgas needed to assert its own identity and convey its business strategy by better presenting its role in the natural gas value chain and reaching out to the millions of consumers that utilise its services.
We were asked to support Italgas in defining the key components of its identity and the pillars of a new content strategy. The first outcome of the new strategy was the re-launch of Italgas’s website.
We were also asked to work together with the web agency to meet the company’s objectives.
DEFINE TARGETS AND KEY MESSAGES
The main objective of our work was to help Italgas define its purpose, messages and targets. These were presented to the CEO and became the guidelines for the web agency.
To get there we assessed the company’s communication assets to understand current messages and we analysed international peers by conducting a benchmark in order to understand how to communicate the role and identity of the company.
CONTENT FOCUSED ON END USERS
We defined an entirely new content architecture and we developed all content for the new Italian website.
We focused on the areas addressed to end users (Services for you), improving the content architecture and language so as to speak directly to the users.
We also developed an entire new section called “Why gas” aimed at presenting the role of gas.
The new website was launched in time for the presentation of the new business plan (June 2018). We will continue supporting Italgas in reaching their objectives (the new site was developed in a tight time frame).