TERNA
Convey the company’s pivotal role in the electricity sector
#content strategy
#content & stories
#internal engagement & training
#understanding trends
Brief
Terna is one of Europe’s primary electricity transmission grid operators. The role of the company is now not only to secure the energy supply to the country but also to enable the transition towards efficient and renewable sources.
Terna asked us to help them convey this new role to stakeholders and citizens, focusing on improving their corporate website structure and communicating their key messages and vision in an easily accessible manner.
With Terna we also worked to create the electricity encyclopaedia.
Our work
CONTENT STRATEGY
The key output of our work was to define Terna’s content strategy, defining the company’s key messages and how to convey it to different stakeholders.
To do so we carried out an in-depth benchmark of Europe’s various TSOs (Transmission System Operator), conducted interviews with key managers, and undertook an in-depth analysis of Terna’s current communications assets (including the company’s new strategy presentation).
CLEAR WEB STRUCTURE AND CONTENT
Based on the content strategy we proposed revising the corporate website’s structure. We focused primarily on the “Who we are” section, as this consisted of multiple layers of content, and messaging.
We also produced new content for the About us and Governance section (in Italian and English). Our aim was to make Terna’s new role clear, explaining to a larger audience not only its business, but also how the corporation is structured.
Result
The project led to a large-scale revision of Terna’s online corporate content, with further sections of the website improved. The key messages defined by the content strategy are also used offline.