Communications Audit
Website
- What do we want to change?
- What needs to be done first?
2.What do we like?
- What could we do next? How can we make it ZING?
- Other
What insights / intelligence could we showcase?
How do we get people to pick up the phone and do business with us?
Add in a 'bid projection calculator'
Refresh Information
Capability Statement
- What do we like?
- What do we want to keep?
- What changes do we want to make?
- How do we make it more impressive?
Update copy to reflect messaging
Update infographics and include more industry specific data?
Update people:
I think remove the people. To put it bluntly, our capability and products are a constant and we can sell them to any client. Our people capability is not a constant because there are only so many to go around. We can't sell Jimi (e.g.) and then not have him available.
Include "Defence" & "New Technologies"
Add new people:
AB and SM have agreed that people shouldn't be on the website.
We should include the link to the Contractor database sign up though.
Update content to reflect messages
Review analytics, set benchmarks and use insights
Can we capture data - i.e. download "this" to get details
More testimonials
Branding and colour palette
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Infographics
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Approach Page:
Success Page:
Home Page:
Team Page:
General
Content
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Design
Team profiles and bios need to be refreshed:
See note under 'what needs to be done first'. No people on website.
"How we do it" - Does this shift to "Approach Page"?
SM: This needs to be about productivity and focus on not just our process, but also the tools we engage and offer to our clients.
Are job ads current?:
Include link to contractor sign up
Case studies
Services
Testimonials
Infographic win data needs to be updated with Sally's / Defence wins
Track record
Title
Current "Partnership" content is more relevant to "success":
I think we should include logos of our partners, like trusted negotiator, Reazen, strategic alliances etc.
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Could we do a quick infographic one-pager for each sector?
- I think it might end up being overloaded with infographics. How about we turn the existing bubbles and other graphics into a one-page graphic?
Why does it need to be so long? Can we make it punchier and shorter?
Industry specific 'placemat' or full integration
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Should we add in product list with list of benefits?
- I think we should have 3 core products that are underpinned by R&D, our years' experience, our proven approach, and our awesome team.
- core products are:
- Strategic Story Development
- Bid Capability Uplift Program
- Complete bid lifecycle management and delivery.
Infographic
Products
Needs to be updated i.e. $9b in Defence contracts ($100m - $2b)
Refresh list of services: See notes on capability statement about Products.
Make them more visual i.e. icons?
Can we rotate testimonials on carousel / loop? D
Do we have any new testimonials?
Need one from each industry pillar
Landing
Is it "The Roadmap Way" or just "Roadmap"?
I vote Roadmap. Keep it simple.
Me too.
I third that. Roadmap.
Decision made.
Live CS
Do we need approvals for any of this content?
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Refresh products i.e. Add ‘ASDEFCON’ underneath Tenders & Proposals.
Update figures
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Need to audit each case study for value to audience
Let's make them more visual - how could we do this more effectively?
SM: See my notes in the capability statement - I think key facts and a project photo.
Needs to be updated to include 2019 / 20
Success stories
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Need to add defence
Should we do a legal audit in representing brands / clients
- General
First impressions count...
What is the objective?
Who is this targeting?
Middle aged men - ex services
Patriachial
Conservative / Cynnical
Heavy hitters
Industry leaders may not be checking our website
Not cold calling
Entice them to get in touch
Validation
Credibility piece
Legitimate online shopfront for Roadmap
Not giving away our IP
Understand we are expert at some sectors
Top end of town
Positioning statement
How can we show what we do?
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Technology should be key. Let's do a video of the systems we use - Asana, SharePoint etc.
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Video
The project win bubbles - we need to assess the wins in 2019, 2020 to ensure it tells a growth story. or maybe we restructure this or group according to sectors or something to ensure we still tell a powerful and impactful story.
I agree and see my notes above (SM)
Can we include some animation? Yes!
It's a bit wordy and green
Reflect new messages
Need to highlight industry pillars more
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Can we have more white space?
Fonts / hierarchy of messaging needs to be reviewed
What are they looking for?
How are they better than who we are working with
Are they time wasters or hravy hitters
WIIFM
What do they like?
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Want to know what e can for them
People telling them how to spend their money
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Tier One
Tigers refer the elephants
Potential detractors
Will be comparing Roadmap to other potential partners
Stalking people out
Mystique / enticement
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Imagery
Shows we connect things
Light up things
Can be a lot of things
Sometimes its teal / blue
Look at Base / Other
Generous of spirit / Come to see us - Coffee on us / Wine Collective
Animation / Explainer video:
A video would be good - of the team working, voiceover with AB talking about things, showing lots of clients in the office, the giant whiteboard etc.
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Defence Updates: SM's bid resume has been updated.
Lauren's Messaging Updates
Given that we don't have an artefact or testimonial to show for every sector, I think we change it to key projects and key results. E.g. Key Projects - A picture of Footscray Hospital with key stats: PPP, $Value, #months, #RM team members.
Key Results - A picture of an impressive looking front cover, and Icon Capability Uplift, $value of work tendered, % increase in revenue capture, %increase in win rate, #time embedded with client.
Design should be assessed against graphic design best practice and emerging trends.
Would benefit from an external design audit and understanding of trends in design and websites. Rama could research.
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