Building A Pr Campaign Review 3

1/15/04/23

Short-term Objectives

• Improve the design of skyscrapers• Improve the design and content of

landing pages

2/15/04/23

Long-term Objectives

• Information optimisation• Personalisation• Login portals• Blogging/comment• Interactivity/personalised content

Recommendations

• Reshaping…. Google analytics, and calming “grand ideas”

• Money… time… • Working with Muckle and redefining objectives• Web log files

3/15/04/23

Implementation

• Revise the Design of Adverts• Website layout and design revisited• Re-classify News Categories• Survey on Website visitors• Downloadable Survival kits• Long-term strategy

4/15/04/23

5/15/04/23

Survey on Website visitors

• What did results say?• Give people what they might not

think they want!• Nothing “extraordinary” about the

website

How satisfied were visitors with the website?

0

2

4

6

8

10

12

14

Very Satisfied Satisfied Neutral

How was was the information presented?

0

2

4

6

8

10

12

14

Very Well Well Average

How easy was it to access the information for the scenario?

0

2

4

6

8

10

12

Very Easy Easy Complicated

Satisfaction was seen amongst visitors… but comments seemed to suggest that this went no further. We felt that this was not satisfactory, given the intense competition for visitors’ attention, and eventually their business. A brief search for rival law firms confirmed this disatisfaction

8/15/04/23

Downloadable Survival kits

• Sample “Divorce” survival guide: designed due to google analytic results

• Giving people what they want, privately

• Turning Muckle into a resource (google example)

9/15/04/23

Long-term strategy

• Sample principles apply…. Keep going• More survival guides (depending on

popularly searched terms)• Subscribable RSS feeds• Blogging/Comment• Editorial and features, reputation and no

quick solutions- typical PR/advertising tension

10/15/04/23

Result of the project

• What went well? Working together, getting results

• What did not? Client issues, “getting things moving”, suggestions, web log files, difficulty in measuring results

11/15/04/23

THANK YOU!