ITALGAS
2018: To communicate the company’s role to consumers
2019: Developing a storytelling strategy for Italgas
#content & stories
#content strategy
#internal engagement & training
#understanding trends
Brief
2018:
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.
2019:
We were asked to support Italgas in developing a storytelling strategy in order to showcase the company’s activities in a variety of areas. The goal was to help humanize the company and convey how Italgas operates “behind the scenes.”
Alongside this, we also continued to support Italgas on their sustainability communications.
Our work
2018:
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.
2018:
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.
2019:
INTERNAL ENGAGEMENT
We held tailored internal interviews with top management to understand key trends and topics that helped us to guide and develop our storytelling strategy.
DEVELOPMENT OF STORTELLING STRATEGY & PRODUCTION OF STORIES
Based partly on the internal engagement work we did, and partly on an in-depth benchmark, we developed a detailed storytelling strategy for Italgas. As part of the strategy, we devised an editorial plan to ensure the steady production of stories on relevant topics that made business sense to Italgas.
Alongside this, we partnered with a copywriting agency in the production of the first couple of stories for the new storytelling section.
Result
2018:
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).
2019:
The new storytelling section launched in August 2019, with the first story going live the same date. The story is a look behind the scenes at Italgas’ Digital Factory, and showcases the company in a different, more engaging, light.