Content strategy for a new digital presence
#internal engagement & training
When Prysmian started the new website project it did not just plan to revamp the existing site but to design a strategy that allows the company to promote brand awareness at “group” level in the different markets, project a clearer idea about its corporate identity, and to represent its market leadership in cables.
For this reason we set out a process to define an integrated content strategy balancing the needs/agenda of Prysmian itself and the expectations of its external stakeholders/business counterparts. The strategy had to support not only the corporate website relaunch but also deploying content in all group channels so as to tell the story of the company in an integrated way.
The project focused on defining the Corporate storytelling, meaning the distinctive traits that cut across its various activities (“the Prysmian way of doing business”).
- Benchmark on corporate storytelling in the industrial sector internationally
- Analysis of current strategic and communication assets and mapping of digital ecosystem
- Interviews with top management and directors, from R&D and manufacturing to human resources and internal audit
- Discovery of external expectations through media coverage, website analytics, materiality matrix
- Definition of content strategy around 5 pillars of corporate identity, revised structure of corporate website, heat map of pillars by section, guidelines for content creation
- Co-ordination with digital agency
The new Prysmian Group website went live in March 2017, under the tagline “Linking the future” with a suite of corporate and business stories illustrating the way the company operates and linking its people, projects, values and contribution to the future. A new interaction design allows for different types of content to be smoothly integrated into long, dynamic pages, boosting user engagement. The website showcases the company’s products and solutions in six main sectors.