Copywriting new website in line with new strategic aims.
Background
We were appointed by the European Marketing Confederation, Europe’s largest marketing membership organisation, to carry out a comprehensive review of its website copy.
The aim was to re-write the organisation’s website in line with its new strategic direction, to help it attract and retain new members across Europe, whilst promoting additional new services to its target audience – marketing membership associations such as the Chartered Institute of Marketing (CIM).
The client was working to a specific timescale, and needed to refresh the website design and content in a relatively short timescale, so that it could be presented to the Board.
How we met their needs
Working in partnership with Huddle Digital Limited, the company appointed to design the new website, we reviewed the existing site and established a timeframe for the delivery of the new copy – in line with the client’s expectations.
An in-depth review of the existing copy was made and, following a detailed brief with the Chair of the organisation, the copy was re-written, with effective Search Engine Optimisation (SEO) in mind.
The copy was written to help EMC communicate its brand to its target audiences – marketing associations, as well as individual marketers.
The new website content was tailored to ensure that users of the website could quickly learn about EMC services and how to get involved, whilst also encouraging potential new members to get in touch, through effective calls to action.
The copy was engaging, interactive and written in such a way as to trigger action.
Result
The new website presented the organisation in a professional and straight forward way, providing more information about its members, board and academic group, whilst clearly outlining membership benefits, as well as providing a more simplified presentation of its qualification and certification framework.
The project was delivered in line with the timescales required by the client, and enabled EMC to move forwards with its new strategy, presenting a professional and up-to-date outward facing image of the organisation for potential new members.
Their support and expertise meant that the content for EMC‘s relaunched website was spot on – both in tone and in terms of reflecting our strategy. The whole project was delivered on time and to budget. We were hugely impressed by the results.
Andrew Harvey, Chairman, European Marketing Confederation.