Online Strategy Doc - CS HR

BUILDING BETTER BRANDS

ONLINE STRATEGYSOCIAL MEDIA

> HOW TO MAKE THE MOST OF YOUR WEB 2.0 TOOLS TO BUILD YOURCUSTOMER BASE AND INCREASE REVENUE.

SEARCH ENGINE OPTIMISATION

> HOW TO UNCOVER THOSE TENS OF THOUSANDS OF DOLLARSWORTH OF BOTTOM-LINE BENEFITS YOUR BRANDING WASSUPPOSED TO DELIVER.

WEB CASE STUDIES

> HOW TO UNLOCK THE POTENTIAL OF YOUR WEBSITE, CREATINGA POWERFUL, INTEGRATED ONLINE PRESENCE THAT TAKESADVANTAGE OF NEW TECHNOLOGIES. HERE IS A SELECTIONOF RECENT ONLINE PROJECTS OUTLINING THE IDEA, TRIGGER,JOURNEY, SOLUTION AND BENEFITS OF A STRATEGIC ONLINEPROGRAMME.

DDGONLINESTRATEGY

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www.dzign.com.au

1995 – 2007

From its earliest beginnings, DDG has journeyed– starting as Dzign Advertising, developing asolid client base, diversifying into webdevelopment, extending nationally (eveninternationally) and expanding (then contracting)to meet market and commercial needs.

Whatever the market demanded, we delivered …and evolved as we did so, learning equally fromour successes and mistakes.

We attracted diverse clients and talented,enthusiastic people to the team. And they stayed.We formulated work methodologies, businesssystems and collaborative processes thatsupport superior outcomes. Together wedeveloped the unique personality of DDG.

IN ESSENCE, WE LEARNT WHO WE ARE ANDWHAT WE CAN DO.

June 2008

DDG has come of age as a brand-buildingenterprise. We’re comfortable (but notcomplacent) about who we are. We’re confident(but not cocky) about what we do.

We take a longer view, valuing quality overquantity. Our clients are typically bigger, morefocused and more likely to enter into strategicpartnerships with us.

WE’RE NO LONGER FOLLOWING THE MARKET,WE’RE CREATING IT.

2009 and beyond

DDG will continue to evolve. But we will do soproactively, seeking opportunities to beinnovative with design, technologies, strategyand the way we do business. We will reward ourteam, keeping them skilled and motivated inorder to achieve the best results for our clients.

We have expanded our office and studio space inGeelong and have taken out an office in Sydneyto best meet the growing demands for ourservices there.

We will influence best practice as industrythought-leaders and be strategic in our ownright.

WE’RE READY.

Jonathan RobertsManaging Director and Co-Founder

ABOUT DDG

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DDGSOCIALMEDIA

www.dzign.com.au

From Wikipedia:“Social media are primarily Internet-based tools forsharing and discussing information among humanbeings. The term most often refers to activities thatintegrate technology, social interaction, and theconstruction of words, pictures, videos and audio.This interaction, and the manner in which informationis presented, depends on the varied perspectives and“building” of shared meaning among communities, aspeople share their stories and experiences”.

That is perhaps not so helpful, we think one of thebetter definitions comes from Antony Maynard of UKcompany iCrossing who described it as follows;

Social media is best understood as a group of newkinds of online media, which share most or all of thefollowing characteristics:

ParticipationSocial media encourages contributions and feedbackfrom everyone who is interested. It blurs the linebetween media and audience.

OpennessMost social media services are open to feedback andparticipation. they encourage voting, comments andthe sharing of information. There are rarely anybarriers to accessing and making use of content.Whether this be open to all or within specificallyconstructed communities, sharing is encouraged.

ConversationWhereas traditional media is about “broadcast”(content transmitted or distributed to an audience)social media is better seen as a two-wayconversation.

CommunitySocial media allows communities to form quickly andcommunicate effectively. Communities sharecommon interests, such as a love of photography, apolitical issue or a favourite tv show.

ConnectednessMost kinds of social media thrive on theirconnectedness, making use of links to othersites, resources and people.

Really what a lot of this boils down to is peoplehaving conversations on-line, and they are havingthese conversations whether or not you are listening.Social media can be best thought of as an opportunityto add value via these conversations. It requires ashift in thinking from a broadcast message ‘push’mentality to a dialogue driven ‘pull’ mentality wherebyparticipants seek out and pull our messages to them.

Basic formsThese are the current social media tools, and that isall they are - tools. It is by developing a clear strategyas to who you are trying to engage, and why, and withwhat outcome in mind, that these tools then becomeuseful.

Currently there are basically eight kinds of socialmedia (see below). This is a rapidly changing area sonew tools and uses of those tools will emerge overtime.

Social networksThese sites allow people to build personal web pagesand then connect with friends to share content andcommunication. The biggest social networks areMyspace, Facebook and Bebo. There is also theprofessional focused Social Network called LinkedIn.

BlogsPerhaps the best known form of social media, blogsare online journals, with entries appearing with themost recent first. The simplest way to think of blogsis that they are a style of webpage designed to beeasily and quickly updated by people with littleknowledge of how to build a website.

WHAT IS SOCIAL MEDIA?

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WikisThese websites allow people to add content to or editthe information on them, acting as a communaldocument or database. The best-known wiki isWikipedia, the online encyclopaedia which has over2 million english language articles.

Podcasts/vodcastsAudio and video files that are available bysubscription, through services like Apple iTunes.

ForumsAreas for online discussion, often around specifictopics and interests. Forums came about before theterm “social media” and are a powerful and popularelement of online communities.

Content communitiesCommunities which organise and share particularkinds of content. The most popular contentcommunities tend to form around photos (flickr),bookmarked links (del.icio.us) and videos (Youtube).

MicrobloggingSocial networking combined with bite-sized blogging,where small amounts of content (‘updates’) aredistributed online and through the mobile phonenetwork. Twitter is the clear leader in this field.

WebinarsOn-line real time seminars delivered lecture stylewith participants from around the globe. Ofteninclude visual elements as well as voice broadcast.Participants are able to ask questions usually via anInstant Message style service. Webinars are oftenrecorded and made available for distribution after theevent for those who cannot make it ‘live’.

Virtual worldsThe best known example of an alternate world wouldbe Second Life. Participants build an avatar torepresent themselves and then pretty much do asthey please in this 3D immersive world. Run byLinden Labs it has its own economy with its currency,the LInden Dollar, being tradeable for US dollars.There has already been a second life real worldmillionaire made form selling virtual real estate andgoods.

Whilst a lot of corporations initially rushed intoSecond Life as many have abandoned their presence,interestingly however it has become very popular andwell used by educational institutions for on-linelearning delivery.

Another popular example of virtual worlds are gamedriven environments such as World of Warcraft whichcurrently has 11 million subscribers paying a monthlyfee to do battle with Dragons etc.

WHY SHOULD WE CARE?

The world of broadcast media that we have beenliving in for the past 70 years is an aberration in thehistory of human communications. Only certaingroups have had access to the means of productionand distribution, and if you wanted access to theiraudience you had to pay....a lot.

Now, quite literally, anyone an be a publisherof content.

Anyone can choose to be ‘the media’.

Anyone can create ‘Channel You’.

What is going to matter now is the quality of yourcontent, are you adding value? Have you given apotential viewer/reader a reason to stick around? Orare you trying to stuff your marketing message downtheir throat?

Big companies with large budgets do not have amonopoly on good ideas, on content, in fact they can’tcompete with you if you are creating uniquecompelling content that is true to who you are andwhat you do. How can they? They’re not you.We are entering the era of Media Meritocracy wherethe size of your budget will not be important as thesize of your brain.

“Technology is shifting power away from the editors,the publishers, the establishment, the media elite.Now it’s the people who are taking control...”-Rupert Murdoch

McKinsey & Co estimate the two thirds of theeconomy is now influenced by personalrecommendations. It is Word of Mouth, the way wehave always communicated, on a grand scale.

A 2008 study from Universal McCann “When did westart trusting strangers? (How the internet turned usall into influencers)” found that, “We now trust astrangers recommendation as much as our closestfriends. We trust recommendations in social mediachannels more than paid-for communications”.

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The global study found that:> 73% of active online users have read a blog.> 45% have started their own blog.> 39% subscribe to an RSS feed.> 57%have joined a social network.> 55% have uploaded photos.> 83% have watched video clips

With an active user being defined as someone whouses the internet every day or every second day.

It is probably quite apparent from your own, or yourfamilies internet use just how pervasive these toolsnow are in our lives. The internet is a primary sourceof information and entertainment, it is where yourmembers will be, it is a chance for you to engagethem.

Finally a summary of the implications of Social Mediafrom Antony Maynard;

“if you think that there’s something oddly familiarabout descriptions of social media, it may be that yourecall some of the discussions in the 1990s aboutwhat the web would become and many of itsemerging manifestations are close to the idealisticimaginings from that time. A good way to think aboutsocial media is that all of this is actually just aboutbeing human beings. Sharing ideas, cooperating andcollaborating to create art, thinking and commerce,vigorous debate and discourse, finding people whomight be good friends, allies and lovers – it’s whatour species has built several civilisations on. That’swhy it is spreading so quickly, not because it’s greatshiny, whizzy new technology, but because it lets usbe ourselves – only more so and it is in the “more so”that the power of this revolution lies. People can findinformation, inspiration, like-minded people,communities and collaborators faster than everbefore. New ideas, services, business models andtechnologies emerge and evolve at dizzying speed insocial media.”

“Telling and selling is dead”- Jim Stengal, Chief Global Marketing Officer,Proctor & Gamble.

“We’re shifting ad dollars to digital media. This is theera of customer participation. The old model was‘informing, persuading, and reminding’, the newmodel is ‘demonstrating, involving and empowering.”- Mitch Mathews, Head of Marketing, MicrosoftCorporation.

Opportunities:

There are several aspects of Social Media to keepfront of mind when considering how it may be utilisedby an organisation.

Firstly, it is social, it encourages the sharing ofinformation, connection and participation. This isparticularly relevant to member based organsiationsas a potential avenue to add significant value tomembers.

Secondly, Social Media loves a niche. The morefocused the community around a particular topic orarea, the easier it is to come up with a contentpublishing strategy that provides value to thosemembers.

Any organisation wanting to provide value to itsmembers would benefit from a social media strategydesigned to foster a connection and sharing amongstits members. Although there may be a lot of valuableinformation available from a Company’s site, we needto ensure it does not appear to be one way and static.There is nothing wrong with this but it highlights apotential starting point to increase member value.

Social Media provides a feedback channel to identifyopportunities to continue adding value to themembership. In addition the opportunity to connectmembers with each other to share knowledge wouldadd significant value to the membership.

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A terrific example of a member based organisationutilising Social Media is CPA Australia.

From the CPA website:

“Education, training, technical support and advocacyare our core services for members. Staff and memberswork together with local and international bodies torepresent the views and concerns of the profession tofederal, state and territory governments and toregulators, industry, academia and the general public.”With member development a primary focus of theorganisation CPA currently has three full time staffwithin the knowledge exchange area running SocialMedia with a Team Leader.

The current President of CPA has his own Blog, one ofthe key elements with a blog is to present a face/voicerather than a bland corporate entity.

But he’s not alone - CPA currently has 4 separateblogs:

CPA Australia’s blogsCPA Australia has a number of blogs, which facilitatemember discussion around the latest issues and newsaffecting the accounting profession.Members are encouraged to join CPA Australia’sblogging community, by reading and posting commentson the following blogs:

President’s BlogCPA Australia president Richard Petty discusses avariety of issues, from climate change to his nominatedcharity.

The business of knowledge management blogContributing author and panel member of the CPA109 Knowledge Management segment Dr ChrisManning discusses strategy and performancemanagement.

Members’ Handbook blogMake sense of the latest standards and issues inaccounting and auditing.

CPA Congress blogKeep up-to-date with the latest news and informationfrom CPA Congress 2008.Interestingly on the congress blog you can see a postabout their experience of running a learning sessionwithin Second Life.http://cpacongress.wordpress.com

The Members Handbook blog is place for questionsand conversation around the handbook itself.

Good Practice Guide:

The guide has tools to allow people to comment onmost pages, leave suggestions, and makerecommendations for new resources.

CPA also runs a very substantial on-line learningcentre.

The great thing about CPA is that there is completesupport from the top of the organisation to explorethese areas to best determine what will help CPAachieve their mission.

They are very aware that to remain relevant anduseful to the members they must engage withwhatever tools are available to enhance the membersexperience of the organisation.

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WHAT NEXT?To determine what benefit a company could derivefrom Social Media are:

Research - Conduct research into the company’smembers use of media aiming to explore suchquestions as:> What types of content would increase siteusage/add value?

> Where is this content currently being accessed?> What are the issues currently faced in theindustry?

> What are the issues in day to day operations?> How comfortable are users getting thisinformation on-line as opposed to magazines?

> What type of content do they currently consumeon-line (video, audio, text)?

> Do they currently engage in any social mediaplatforms? If so what?

> What material is currently being sought out fordevelopment?

Strategy - Defining the objective of a company inapproaching social media and using the research asa foundation develop a content publishing strategyand implementation plan for a Social Mediacampaign. The strategy will also clearly outlineresources required and work with a company todefine a meaningful set of metrics to measureagainst.

Any suggestions as to what that may be would, at thisstage, only be speculation as the strategy must bederived from what the research uncovers.

The way in which we consume media is undergoing aseismic shift, no longer are people content to be toldwhat to watch and when, and established hierarchiesof information dissemination are being torn apart. Inits place is a Media Meritocracy where powerful toolsfor publishing and connecting are available to anyonewho wants to get involved. This provides outstandingopportunities for member based organisations toprovide even greater value for their membership baseby providing a centre of knowledge, sharing,participation and connection.

Social Media is the media form to allow theseorganisations to realise their goals and objectives toan even greater degree than they have in the past.

DDGSEARCHENGINEOPTIMISATION(SEO)

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KEYWORD RESEARCH

This research determines the terms or phrases thatpotential customers might enter into search enginesto find your products or services. It is important tounderstand the psychology of searchers, and thatdifferent terms and phrase combinations are entereddepending on which stage they are at in the buyingprocess. Are they researching, comparing or ready tobuy? Obviously, you want to attract the buyer!See examples over page.

We help you brainstorm a list of keywords on whichwe centre our keyword research. Using speciallydeveloped software products, we expand on your listand provide information about the competition forthose keywords, terms and phrases, within majorsearch engines such as Yahoo, MSN and Google.

There are over 5 billion pages on the web, so it’s easyto be “lost in the crowd” with generic terms such as“Lawyer” ”Doctor” or ”Florist”. We assess any highlycompetitive or generic search terms which should bemodified to drive more targeted traffic to your site.

This is a critical, initial step for Search EngineOptimisation, as your campaign will centre aroundthe keywords identified in this process. Our SEOConsultants have expert knowledge of SEO principlesand utilise these to help you establish a powerful listof keywords.

So you have a slick website with plenty ofvisual appeal, loads of information andfunctionality to impress. Now you can just sitback and wait for customers to find you on theweb, right?

Wrong! Unless your website is optimised for searchengine results, you will likely be outranked every time

by your competitors and discover that your website is

not generating the sales or interest you expected.

OUT-RANKING THE COMPETITION

Search Engine Optimisation (SEO) is the process ofelevating your website’s ranking amongst organic(unpaid) search results for the major search enginessuch as Google, Yahoo and MSN. It can dramaticallyimprove the volume of targeted traffic reaching yourwebsite. In fact, it’s the cyber equivalent of re-locatingyour business from the backblocks of town to theCBD.

When searching for services or products on the WorldWide Web, 90% of searchers don’t look further thanthe first three pages returned for their query. With350 million searches conducted every day, if you can’tbe found, then you’re missing out your share of theaction!

Search engines use complex algorithms to evaluateand rank websites content to provide the mostrelevant results to the searcher. As SEO specialists,we assess your site and provide recommendations toimprove its visibility in search engines, enabling yoursite and content to be found and indexed. Thattranslates to higher rankings in more search results… and accelerated traffic to your site!

DDG has extensive web experience, and ourunderstanding of the sophisticated techniques andprocess of SEO will have your website being noticedlike never before! With an ongoing Search EngineOptimisation campaign, we can show you how toincrease your website’s position in search engine

SEARCH ENGINE OPTIMISATIONOPTIMISING YOUR WEBSITE POTENTIAL

results, and monitor and assess strategies assistingin maintaining your position against your competitors.

SEO IN FOCUS

Search Engine Optimisation is a complex, highly-technical process based on a broad range of ever-changing parameters. To be effective, each elementof the process needs to be undertaken methodically,with meticulous attention to detail and by people withspecialist knowledge of SEO principles. Here weexplain the processes that combine to build SEOcapability for your campaign.

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WEBSITE ANALYSIS

DDG critically analyses your website to identify areasfor optimisation. We assess the structure / design ofyour site to determine if modifications are required tomake it more visible to search engines. This ensuresyour site is found and that its contents can benavigated and indexed by Search Engines, thusassisting to increase your rankings in their pages.

Content of copy on web pages is analysed at thisstage, identifying any areas where keywordoptimisation should be implemented.

We also analyse traffic trends to your site – whichsearch engines are referring you traffic and whatkeywords and phrases are being used by searchers tofind products / services you offer.

Keywords Who’s referring your traffic

Comprehensive website analysis

We investigate your current rankings in SearchEngine Results Pages for relevant search terms andbegin to identify who your competitors are.

As part of this analysis, the linking relationships ofyour website is examined and the effect of theserelationships on the positioning of your site on theWorld Wide Web.

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COMPETITION ANALYSIS

Do you really know who you’re up against on theInternet? In your street or your town, it’s easy to seewho your competitors are. The scale and nature ofthe Internet means identifying and evaluatingcompetition is much more complex.

We provide detailed analysis of your competitors’websites to determine why they have particularrankings in Search Engine Results Pages. Byidentifying how your competitors have optimised theirsite, we can better define a strategy to achieveoptimum results from your SEO campaign.

This thorough competition analysis takes in featuressuch as site design and structure, keywords targeted,website links and current rankings in Search EngineResults Pages.

You are provided with comprehensive reports on allfindings.

ON PAGE OPTIMISATION

By carefully customising the information on yourwebsite pages, DDG’s SEO Consultants position yoursite to maximise its visitation potential. Incorporatingkeywords, restructuring of pages and revising textualcontent, will all boost targeted visits from searchengines.

SITE RESTRUCTURE / REDESIGN

Modifications to structure and design areimplemented before on page optimisation isundertaken. This might be necessary if your websitewas developed using flash or a lot of Java script, orwas constructed when search engines used lesssophisticated technologies to return results. DDG’sexperienced team of Web Developers can assist youin this stage, integrating SEO principles to align withthe functional specifications required for your site.

KEYWORD PAGE OPTIMISATION

Your keywords and phrases have been determinedand now need to be mapped to your website contenton the appropriate pages. Many technical elementsmust be adhered to in order for keyword optimisationto be effective. These elements have been identifiedby your SEO consultant and are strategicallyimplemented throughout optimisation.

SEO COPYWRITING

To assist Search Engines in finding your website, yourcopy needs to be rich in your pre-determinedkeywords and phrases, particularly the copy on yourhome page. DDG’s professional copywritingcapabilities can be implemented to ensure this, andoptimised to target those visitors searching for yourproducts and services, and direct them to your site.

OFF PAGE FACTORS

Off page factors can affect the ranking of yourwebsite in the Search Engine Results Pages (SERPs).Building the external presence of your website byacquiring links and being listed in appropriatedirectories assists in achieving higher rankings.Gaining prominence in SERPs requires acomprehensive SEO campaign that combines on pageand off page optimisation.

LINK BUILDING

Link building contributes to the external profile of asite and reflects its relationship with the rest of theWorld Wide Web. External Links that point to yourwebsite are like votes, telling the search engines thatit is important. Appropriate links will position yourwebsite to attract visitors who fit your targetcustomer profile. A website with quality links pointingin its direction has an increased likelihood of beingindexed and returned in results pages of searchengines.

During the first phase of your SEO project, DDGassesses your existing links and acquires new linkson your behalf. These are incorporated into youroptimised site before submission to search enginedirectories. All links require your approval prior tobeing requested by DDG.

DIRECTORY SUBMISSIONS

Submitting your optimised website to directoriesassists to further accelerate traffic in your site’sdirection. Not only does this provide further linkspointing to your site, but also profiles your servicesand directs searchers to your site.

DDG conduct research to determine suitable paid andunpaid directories to target for submission. With yourapproval, we will then proceed with submitting yourwebsite to leverage the best possible exposure.


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ONGOING

If DDG is selected to manage the link building aspectof your SEO campaign, a continued drive for links isactioned during your 3 month monitoring period. Inaddition, our SEO Consultants will conductmaintenance for your existing links, ensuring thevalidity of each and updating as necessary.

DDG continue to proactively research and determinesuitable paid and unpaid directories for increasingyour website’s external presence. We continue tosubmit your site on a regular basis throughout thisstage to ensure indexing of updated and modifiedcontent.

Ranking in SERP’s

Which search terms are generating the most traffic?

MONITOR / ASSESS / REFINE

After your optimised site has been submitted, yourSEO Consultant monitors the campaign for a threemonth period. You are provided with regular updatesvia phone and email, discussing the campaign’sprogress. Update reports contain website trafficstatistics, current SERPs rankings, competitorrankings, current linking relationships and directorylistings.

Your SEO Consultant will work with you to analysethese reports and assess how your websiteperformance has improved as a result of your SEOcampaign. The findings will determine how youdecide to proceed – whether further refinements orenhancements are indicated or simply continuedmonitoring to evaluate success.

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BEST PRACTICE SEO

Your DDG SEO Consultants are committed to ethicalpractice and will optimise your website for searchengines using only best practice and acceptedmethodology.

Search Engine algorithms are constantly modified toensure that results returned to searchers are freefrom manipulation, and are the most relevant to theirsearch query. Search engine operators can and doapply penalties and punishments for unethical SEOpractices. For example, Google recently removedBMW Germany and Ricoh Germany from their SearchEngine Results Pages. Both organisations hadimplemented similar search engine optimisationtechniques in breach of Google’s Webmaster QualityGuidelines for SEO.

Abiding by the rules is really playing the game fairly –it maintains your website’s relationship with thesearch engines and ensures you do not attract anydisadvantage or penalty.

What Google was told by BMWit was returning to the searcher

What was actually returned

PAY PER CLICK VS SEO

There is a common belief that the only way toincrease targeted traffic to your website, is toimplement a Pay Per Click facet in your SEOcampaign. Search Engine Optimisation is the mostcost effective long-term strategy for increasingrankings in search engines. True, a paid listing doesassist in ranking high for those competitive searches,however, the more traffic you achieve, the more youpay.

If you would like to incorporate Pay Per Click intoyour SEO campaign, or just learn a little more aboutit, please contact DDG on (03) 5226 9600 or visit ourwebsite www.dzign.com.au.


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2.0 OFF-PAGE OPTIMISATION

2.1 Links> Assessment of current inbound and outboundlinks (quality & quantity)

> Link building and exchange: recommendation andexecution of additional links x 25 links *

> Assessment of “anchor text” linking to yoursite x 25 links *

> Usage/implementation of text links> “DDG Exclusive Link Network” inclusion andparticipation

2.2 Submission> Search engine submission (or index verification forestablished sites) to Google, Yahoo!, and MSN

> Search engine research and recommendation foradditional submissions (POA)

> Directory analysis, recommendations andsubmission to 10 free directories * (additionalcosts apply to some directories)

> Google maps submission

2.3 Social networking> Research for beneficial forums, chatrooms, andsocial networking sites

> Registration of business presence on chosensocial networking sites e.g. MySpace, LinkedIn,FaceBook, Flixter, and similar x 2 sites *

> Registration with/without participation on chosenforums, chatrooms, and similar (additional cost)

2.4 Articles, Newsletters & E-zines> Provision of researched, relevant, keyword-richarticles, newsletters and e-zines 1000-1200 words

> Submission to article directories for syndication

2.5 Blogs> Set up of weblog using programs such asWordPress or Blogger

> Keyword-rich entries (1-10 per day) approx.300 words

1.0 ON-PAGE OPTIMISATION

1.1 Structure> Creation/ editing of sitemap.xml file> Creation/ editing of robots.txt file> Implementation of web analytics program> Evaluation of site home page layout

1.2 Keywords & Content> Content evaluation of entire site> Keyword review and analysis x 10 words*> Keyword research andrecommendations x 10 words*

> Location of niche market keyword phrase> URL and filename optimisation> Optimisation of titles, metadata and headingtags x 5 pages *

> SEO of content x 1 page*

* additional charge

The process of search engine marketing (SEM)can be broken down into several categories.Each plays an integral part in the success ofthe project. As every business has differentrequirements, we customise all our packagesindividually, according to your needs. Resultsare expected within 90-180 days of projectcompletion.

SEARCH ENGINE MARKETING (SEM) OPTIONSINCORPORATING SEARCH ENGINE OPTIMISATION (SEO) & PAY-PER-CLICK

(PPC) CAMPAIGN MANAGEMENT

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2.6 Online PR> Production of keyword-rich newsworthy articlesfor submission to news media 250-500 words

> Submission of such articles to news media

2.7 Asset Optimisation (POA)> Optimisation of all other files apart from HTMLfiles. These include (but are not limited to) picture,document, spreadsheet, presentation, and video(e.g. .pdf, .avi etc…)

3.0 ONLINE MARKETING

3.1 Net Presence> Locations of online reference to your business(SERPs, directories, links,forums/chatrooms/social networking sites)

3.2 Competition> Location of online competition> Analysis of competitors’ sites, ranking &traffic per 5*

3.3 Pay-Per-Click (PPC) Advertising Campaigns> Location of niche market> Creation of compelling PPC text advertisement> Research & application of keywords x 5 words *> Campaign management to maintain page 1 listing> Monthly results report & click-through data (rate,cost, visitor demographics)

* additional charge

4.0 REPORTS & RECOMMENDATIONS

> Comprehensive, clear, and concise reportsincluding graphs/charts as appropriate areproduced for all the above. Presentations detailingfindings and outlining recommendations areconducted at the end of a 3-month period.

* Please note: this is a compulsory component ofany package

5.0 PERFORMANCE & MONITORING

Available on a quarterly basis per year, variousaspects of the site’s performance can be tracked,tuned, and/or monitored:

> Customer/visitor traffic> Backlinks> Link building (min. 50 per month)> Search Engine Results Position (SERP) &Page Rank

> Keyword performance> Presentation of report of findings andrecommendations

For more information about DDG’s SEO products and services or to request a complimentaryconsultation, please contact DDG on (03) 5226 9600 or visit our website www.dzign.com.au

WHAT DO WE DO?

DDG offers a fully integrated approach to Brand Management and Marketing Communication needsthrough the provision of the following services.

Corporate Identity:(Branding, Stationery and Signage)A company's corporate identity is an integral component of its communication with the world. Incompetitive markets, it is always companies with a strong, consistent and unified visual image whichattract and retain their customers.

Publications:(Annual Reports, Catalogues, Company Profiles)Successful publications invite readership. This is achieved when the designer listens, understands themarket and the client's needs, and integrates graphics, text and layout in a way which appealsspecifically to the target audience.

Environmental Design:(Signage, Exhibitions, Reception Areas)Every aspect of the business environment sends a message to existing and potential clients, and staff.Environmental design integrates architecture and visual communication to reinforce your unique brandposition.

Packaging and Promotion:(Packaging, POS, Labels)Your packaging and promotional materials are a medium where you make an immediate impact on yourpresent and future customers. Innovative use of this valuable space is the key to creating a successful,lasting and appealing impression.

Web Development:(Internet, Intranet, Extranet & CMS)Imagine unlocking the potential of your website, creating a powerful, integrated online version of yourcurrent business that takes advantage of new technologies. Your website should be highly functional,accessible and nothing short of outstanding! Our custom developed, easy to use and world class ContentManagement System (CMS) will keep your online information current, relevant and dynamic.

Custom Web ApplicationsSolutions can be custom built to meet your specific requirementsCustom built solutions typically involve building software applications that model your unique businessprocesses, and integrating these with our existing modules, and your other internal IT systems. DDG hasdelivered custom built solutions from around $10,000 to in excess of $200,000.

Search Engine Optimisation (SEO)SEO is the process of elevating your website's ranking amongst organic (unpaid) search results for themajor search engines. It can improve the volume of targeted traffic reaching your website. With anongoing SEO campaign you can increase your website's position in search engine results, and monitorand assess strategies assisting in maintaining your position against your competitors to speeddevelopment times and reduce costs.

Online Video ContentGo back a few years and the idea of delivering video via your website seemed costly and frankly a prettypoor experience for the end user. Now in 2008, delivery of high quality video to increase viewerengagement and help tell your story is a normal part of the web experience. Whilst we have YouTube tothank for normalising video viewing on the web, there is a whole lot more now being done with videoonline.


Other ServicesEvent Management | Promotional Marketing | Public Relations / Community Engagement | Media Buying | Project Management & AccountManagement | Print & Production Management | Illustrations | Copywriting | Proof Reading | Editing | Social Networks | Photography | OnlineFilm Production

WHO ARE OUR CUSTOMERS?

Some of our client partners are:


Jonathan Roberts

Managing Director

DZIGN DIEZEL GROUP: BRAND COMMUNICATORS EST 1995REDMOND@YORK 68 - 72 YORK STREET, SOUTH MELBOURNE VIC 3205 P. 03 9682 9388

NATIONAL DESIGN STUDIO LEVEL 3, 115 MYERS STREET, GEELONG VIC 3220 P. 03 5226 9600

www.dzign.com.au

Mercy Health NationalOffice

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WEB CASE STUDIES


THE CLIENT:

Celebrity Slim is a large Melbourne-basedmanufacturer and marketer of a mealreplacement program for weightmanagement that has achievedremarkable sales success since coming tomarket. The product range, which targetswomen from 30-45 years, is soldexclusively through Priceline/PricelinePharmacies in Australia and other retailpartners in the UK and Ireland.

THE TRIGGER:

Celebrity Slim recognised that women see“level of support” as a key driver forsuccessful weight loss. Celebrity Slimenvisioned a website with an interactivemembers’ area offering sales support andthe opportunity to build strongrelationships with (and between)customers. The existing website no longer

reflected the enterprise’s brand image, soa decision was made to procure a freshwebsite with the functionality to meetbusiness imperatives and a visual stylebefitting a dynamic, international brand.

THE JOURNEY:

Celebrity Slim engaged DDG to develop itsnew online presence.

During the consultative phase a number ofcore ideas and development essentialswere identified:> level of Interactivity would be critical tothe website’s success

> testimonials are a strong sales driver inthe weight loss industry

> opportunities to “share your story” and“share your journey” are powerfulconnectors for people on weight lossprograms

> the website would need to “fit” the UKand Ireland (and possibly broader)markets, with minimal augmentation

> the development timeframe would betight due to the need to coincide withthe Celebrity Slim’s major promotionalcampaign featuring, Trinny andSusannah.

THE SOLUTION:

The solution features a high level ofcustomisation and innovative features.

In a novel approach, the home page ismenu-free, instead using imagery and hotbuttons to lead through to members area(with complete online weight loss support

program), competitions, promotions, tips,forums, online shop, FAQ’s, product info,recipes and more. Secondary pagesdeliver their information through centralpanels, while the side panels reiterate thehome page’s visual direction cues.

The visual design encapsulates theCelebrity Slim brand, using positivepeople and product images, punchy copyand snippets, and an unmistakablyfeminine focus.

The site’s special features include:

> Members’ Dashboard - Users canpersonalise their online experiencewith a customisable dashboardfeaturing “drag and drop” widgets.They can choose to customise this pageby selecting from available widgets,including Forums, BMI Calculator,Featured Tips, Featured Recipes, QuickStats, Weekly Diary, My Progress andmore.

CASE STUDY

A MAXIMUM-ENGAGEMENT, CONTENT-RICH WEBSITE FOR A GLOBAL BRAND IN WEIGHT LOSS

To each user, having a personaliseddashboard is a little like having their ownweb page, dedicated to their own personalweight loss journey.

> Members’ Forums – Provides amember-only opportunity to connectwith a community of peers and buildrelationships with others trying to loseweight. The forums are easy to accessand navigate, are moderated anddesigned to incorporate the posts fromusers in Australia, the UK and Irelandin one global community.

> Multi-national but mono-hosted – TheAustralian site has been replicated forthe UK and Irish markets with veryminor adjustments (including imperialmeasurements and retailerinformation). The three sites are hostedfrom the one central server and atailored content management system

automatically updates all three sites intandem, refining the information to thespecific country’s languageconventions.

THE CLIENT PERSPECTIVE:

Since its launch in January, the CelebritySlim website has taken the weight lossworld by storm. Feedback from customershas been remarkable with many reportingthey have the site configured as theirhome page for easy access whenconnecting to the Internet.

The figures support that feedback – 16,000confirmed members have already signedup to the site internationally. TheAustralian site alone achieves around7,000 unique visitations each day.

The forums are a huge success with activemembers posting daily and providing one

another with the support that is such a bigpart of weight loss psychology – just asCelebrity Slim envisioned, their customersare using the forums to create a globalcommunity of support where membersfeel a sense of belonging.

Celebrity Slim plans to build on the initialmomentum and optimise the loyalty oftheir very-engaged customers byenhancing the site even further. ACelebrity Slim 4Him section has beenincorporated and a series of six newdashboard widgets is already indevelopment. And that’s just thebeginning.

Visit their website atwww.celebrityslim.com.au



THE CLIENT:

Toy Guru is a brand new online specialtytoy shop – an enterprise created toleverage e-commerce success in a verycompetitive market-space.

THE TRIGGER:

Toy Guru operates totally online so an e-commerce website is a given. But morewas needed –Toy Guru management had avision for a cartoon-like character to actas the site’s “guru” and went seeking aweb development partner who couldprovide professional input into both thevisual design and technical architecture ofthe site. They wanted an engaging andinteractive site that would work to drivesales and expedite administration.

THE JOURNEY:

Once engaged, DDG set about identifyingthe Toy Guru needs and planning the webdevelopment process which, in essence,was a brand development, too.

The site would need to:

deliver information about thousands ofproducts

be easily updatable

appeal to a broad range of ages andinterests (in terms of aesthetics andnavigability)

stand-out in a very competitive online toyarena

enable ease of e-commerce (minimumclicks to maximum purchase cues)

deliver distinctive brand elements andpersonality

help build a loyal online community anddatabase.

The development process would challengethe cross-discipline DDG team to workcollaboratively with one another and withthe client to achieve all deliverables of thebrief.

THE SOLUTION:

The solution is a fun, functional and fully-editable website that delivers engagingbrand personality and plenty of room togrow:

The cartoon Toy Guru character wasillustrated (and animated) in-house to fitthe client’s vision – strong, contemporaryattributes to engage both children andadult site visitors.

Purpose-developed, easy-to-use searchcapability enables the Toy Guru to assistcustomers in purchase choices,recommending a range of products to fitage, price and interest criteria.

Alternatively, visitors can drive their ownsite experience, searching by brand, agegroup or toy type to reach their targetpurchase, which is simplified with afamiliar “shopping cart” purchase system.

Orders are sent in real-time to the ToyGuru’s internal billing and inventorysystem to expedite processing (notbatched or processed at end of day). Thepricing and sales system is immediately

updated to reflect price changes,discounts and stock levels.

Updating data for the thousands of ToyGuru products is as simple as updating aspreadsheet which is then reflectedonsite, including image uploads.

A “free delivery” incentive has been built-in to the purchase system – itaccumulates points per purchase whichtranslate to free freight once the 100points level is reached.

A newsletter module and Guru Club inviteparticipation and build a sense ofbelonging, while capturing a customerdatabase for outbound marketing efforts.

DDG introduced Toy Guru to the magic ofSearch Engine Optimisation, which shouldsee the website featuring high in searchengine rankings within a reasonableperiod of its launch.

CASE STUDY

GENESIS OF AN ONLINE GURU. A SALES-CENTRIC WEBSITE FOR A BRAND NEW ONLINE TOY SHOP.

With an absolute focus on driving andprocessing volume sales, the just-launched Toy Guru site is ready to weavesome serious wizardry across the onlinetoy store virtual landscape.

Visit their website athttp://www.toyguru.com.au

Testimonial

“When we were sourcing a website for ournew business venture, DDG wasrecommended to us by one of theircurrent clients. Once we met with DDGourselves, it was obvious that they had anunderstanding of what we wantedfunctionally and visually from the websitein terms of establishing our enterpriseand facilitating future marketing efforts.

Through the development process, theDDG team proved themselves to be a greatall-round package. Under one relationshipwe had access to a team of specialists –web developer, designer, SEO consultant,

account manager and more. And they alltalked to one another … and to us, so ourneeds were communicated into everyaspect of the site, from the originalillustration of the Toy Guru character tothe information architecture andfunctionality.

DDG was able to make it all happen. Iwould definitely recommend them, justnot to anyone else in the online toy game –I’d like to keep that competitive advantageall ours!”

Managing Director, Toy Guru



THE CLIENT:

Winchester Australia was established in1967 and is responsible for salesterritories in Australia and extendingthrough Japan, Asia and Europe. Thebusiness produces shotshell, rimfire andcentrefire products in a range ofspecifications, and is a distributor ofseveral firearm brands, ammunition andaccessory lines.

THE TRIGGER:

As part of a Brand Audit exerciseconducted by DDG, Winchester identifiedthat their online presence was outdated,problematic to maintain and not focusedon providing easy visitor access to the highvolumes of available product data.

THE JOURNEY:

Winchester engaged DDG to develop adynamic, customer-centric website todeliver product information withmaximum ease and minimum clicks.

Winchester’s business model is“transactor” – put simply, they sell things.A product-driven website would align theironline communications with theirbusiness type.

With literally 1,000s of products acrossnumerous categories, the challenge wasto devise an information architecture toorganise the content in a visuallyengaging, navigable and editable format.

The diversity of the Winchester productoffering is daunting – firearms,ammunition, reloading gear, gun safes,

optics, accessories and apparel - allranged across numerous categories andsub-categories. Alongside the highly-regarded Winchester brand are severalother high-profile international brands.

A key consideration is the customers’expectation for high levels of productspecifications. Each product has a uniqueset of data and the spec’s differenormously between categories, makingcomparable spec’s charting complex anduntenable. For example, the spec’scategories for pistols have little incommon with those for shotguns orammunition or optics.

Previously, the product data waspresented in multiple Portable DocumentFormats (PDFs) – time-consuming to loador update, and difficult to transit between.

The comprehensive web developmentprocess concentrated on devising asuperior solution.

THE SOLUTION:

The outcome is a first-impression homepage that conveys simplicity and order, yetdelivers two-click access to theremarkable mass of product data that sitsa layer or two deeper.

No matter what their browsing style,visitors can reach their target via productcategories, sub-categories, brand namesor the search function, using drop-downmenus, text, brand icons or images as thedirectional cues.

Each product has been allocated its ownspec’s page. Previous PDF spec’s havebeen replaced with HTML format,eliminating interruption to reader flow andpotentially improving the site’s searchresult rankings (search engines loveHTML content).

For the Winchester team, the mostexciting feature is superb edit-ability,based on an Excel spreadsheet contentmanagement system. Winchester staffcan simply delete, amend or add product

CASE STUDY

ON TARGET AND ONLINE FOR A BIG GUN “TRANSACTOR” BUSINESS

data and images to the masterspreadsheet database and the changesare automatically reflected in the website.Headings, tables, pictures are allpopulated to align with the visual designand layout. The product information is up-to-date and the look remains professionaland congruent.

It’s hard to imagine the effort that wentinto collating the volumes of data andimages, or the technical expertise thatdevised the architecture and provided theintricate behind-the-screen links and

interconnections.

Uncomplicated, unpretentious andunmistakably product-focused, thesolution embraces the fundamentals ofsuccessful brand-building.

THE CLIENT PERSPECTIVE:

It’s early days … the website only went livein September. But Winchester Australiaare “more than happy” with the outcomeand report positive feedback from theirsales team, dealer network andconsumers.

Brian Mewha, Winchester’s MarketingAdministration Manager, was the mainliaison with DDG during the developmentprocess and is pleased with all aspects ofthe project. ”I had excellent assistancefrom DDG’s Conal McClure and BradJohnston. They were very patientthroughout the development and generouswith their ongoing back-up and support,”says Brian. “This was a bigger projectthan any of us envisaged in the beginning,

but the inputs have been well worth theeffort. There were many hours spentuploading product information and imagesbut now we have a very workable databasethat is much simpler and quicker toupdate. “

Brian has so far been responsible for anysite updates, but can see that changing.“Before long I’ll be able to delegate thework down the line. With the old website,any changes needed to be referredexternally to our web developer, incurringadditional costs and delays. This newmanagement system allows us to do themin-house as often as we need. The systemalso provides valuable statistics about theway the site is being visited and used andwill certainly help us manage the siteeffectively.”

Visit Winchester Australia atwww.wichesteraustralia.com.au



THE CLIENT:

Décor is an Australian-owned homewarescompany that, for more than 50 years, hasbeen making products that are beautiful,functional, affordable and made to last.The company originated in Melbourne in1958 and has built its reputation on designexcellence and product quality. Researchand development is ongoing, with newproducts continually being introduced.

THE TRIGGER:

Décor recognised that they were notutilising the power of the internet withtheir previous website, so they put in placea strategy to enhance their site in order tocommunicate their vast product range tothe online audience.

THE JOURNEY:

DDG’s General Manager, Jim Thompson,explains the concept drivers for theproject. “The Décor website project is agreat example DDG’s communicationsalignment philosophy in practice. Décor’sbusiness model is clearly a ‘transactor’ inthat they sell products (though not ononline), and lots of them,” he says. “Itfollows that their website should beproduct-driven with the variouscomponents seeking to provide easy andappealing access to specific productinformation. That premise underpinnedthe entire development journey, with allother elements flowing from there.”

The architecture phase examined howbest to present information (includingimages) for around 500 individual

products; how to counterpose acomplicated, link-rich internal structurewith a seemingly simple and streamlineduser interface. “We put ourselves in theshoes of the visitor,” says Jim. “Weimagined what they might be seekingwhen they come to the site, and how wecan optimise their experience by gettingthem quickly and easily to their target.”

THE SOLUTION:

DDG created a solution based on asophisticated menu system that allowsvisitors to access (or search) siteinformation from both a usage or sub-brand perspective. DDG’s TechnicalDirector, Conal McClure explains,“Décor’s products are organised intoseveral well-known sub-brands, but weidentified that many visitors would seekinformation according to the way theyused products. For example, in the kitchenfor cleaning or for storage. So we built afluid and dynamic menu system that‘flicks around’ from usage to brand, fromproduct menus to page menus, and backagain.”

This intricate menu system requires lotsof hooks and inter-linking which arehidden away from the user, who enjoys aneffortless navigation experience.

Other features of the solution include:

A tailor-made Content ManagementSystem – with an ever-changing productrange, it is critical that Décor can updatecontent readily. They now have a systemthat lets them manage productinformation from an Excel spreadsheet.They simply enter the data, tabulatingacross the various columns and theinformation and images are automaticallypublished on-line, integrating necessarymenu links and uniformly populatingexisting pages.

Newsletter Subscription Module –supporting effective subscriber databasemanagement and targeted marketing

Search facility – site is fully searchable,right across the Décor product range

CASE STUDY

decorRA BOLD, PRODUCT-DRIVEN WEBSITE FOR AN AUSTRALIAN-OWNED HOUSEHOLD HOMEWARES GIANT

Professional photography – vibrant, high-quality images to showcase every productto its full potential

Home Page flash animation – anupdatable, very visible target space thatcan be readily updated to align withnational print media, catalogue and otheradvertising campaigns.

The benefits include:

>Alignment – congruency with businessmodel, operations and marketingstrategies

> Brand awareness – showcases theparent brand and the sub-brands in avisually exciting and confident style

> Streamlined catalogue – a central,searchable catalogue for every Décorproduct that is accessible 24/7 to aninternational audience

> Positioning – reinforces Décor’sposition to suppliers, prospects,consumers and investors, as well asproviding an internal product resourceand focus

> Versatility – provides remarkablecapacity for Décor to manage contentinternally and ensure an on-lineoffering that continues to reflect strongmarket positioning going forward.

THE RESULTS SO FAR:

The Décor website is just over a month oldbut Décor’s Product Designer, VaughanDuck, reports that there is already positivefeedback. He explains, “Our majorstockists are saying how pleased they areto be able to readily browse our productrange online. We are looking at strategiesto drive traffic to the site, such as SEO(Search Engine Optimisation) and linking itin to our marketing campaigns. That willreally get the stat’s bouncing.”

Check-out Décor’s new website at:www.decor.com.au


decorR


THE CLIENT:

Penfold Motors is a well-establishedMelbourne car retailer with multipledealership, multiple sites and severalsales and service offerings. Establishedmore than 40 years ago, the business hasan enviable reputation for high volumesales and excellence in service delivery.

THE TRIGGER:

A recent enterprise-wide brand re-freshdelivered a rejuvenated visual identity witha creative based on the centraldifferentiator, the “Penfold Experience”.The brand essence had been captured andcommunicated in print and signage. It wastime to align Penfold’s on-line presence.

THE JOURNEY:

Penfold presented the DDG developmentteam with a well-considered brief for theirnew website. The theme (the PenfoldExperience) had already been identifiedduring the re-brand exercise. To this theyadded a list of must-haves (includingsome third party products and links) and awish-list of functionality andcommunication elements. The aim was tocreate a website unlike any other in thecar retailing industry. It had to be editable.It had to have broad appeal. And it had tohave depth.

There were several websites sittingunderneath the “hero” site, and none ofthese were aligned in terms of visual orinformation architecture. The main sitewould act as a gateway, directing traffic tothe various dealer and service websites.

DDG and the Penfold team collaborated inan extensive requirements gatheringexercise to flesh-out the brief and identifythe many elements that would combine tomake this website another success storyfor Penfold.

THE SOLUTION:

DDG delivered a solution which combineshigh-calibre brand-building principles,aesthetic appeal, visitor engagement,user-focus and client edit-ability. Acomplicated multi-site proposition withinformation galore has been simplifiedusing a layered information architectureand a multi-access navigation system.

The home page features the PenfoldExperience story narrated via flashanimation, key brand messages andhigh-quality images. This page providestriple-entry easy-access to the otherdealer and maker-specific sites via eitherthe traditional horizontal navigation bar,the vertically arranged series of icon“calls to action” (such as Book a TestDrive or Find a used Car) or photographicimages of the various “maker” badges.

This framework enables the visitor tosearch according to their own prioritiesand needs – whether they seek aparticular make of vehicle, a particulardealer, a particular service or a leisurelybrowse of the site. No matter whatbrought them to the site, each visitor willfind high volumes of informationorganised in a very searchable andtrafficable format.

Central to the solution is the high level ofedit-ability. All the dealer sites areintegrated under a single ContentManagement System (CMS) that ensuresthe content can be readily updated (byPenfold themselves) so it remains currentand accurate. The various sites are nowvisually aligned, to reinforce the “parent”Penfold brand and convey a sense of unityand strength.

Other featured elements include:

Owners’ Centre – enables visitors’ on-linecapacity to book a vehicle service, checktheir service history or monitor progresson a service

CASE STUDY

The Penfold Experience

DRIVING THE PENFOLD EXPERIENCE ON-LINE

Finance information - links directly toPenfold’s finance provider, GMAC Finance,for exploration of finance options, budgetplanning and payment calculator

Manufacturer links – pulls extensiveinformation through from linked sites,ensuring vehicle data is alwayscomprehensive, accurate and up-to-date

iTalk Connect – an integrated third partymodule which generates an instanttelephone call-back from the Penfoldteam

Google maps – integrated maps showingdealer locations and access to easydirections.

DDG’s General Manager, Jim Thompson,explains, “This website cleverly mergesmany sub-sites into one integrated accesspoint that provides effortless navigation onmany levels. Visitors will come to thisspace for very diverse reasons, so ourobjective was to create a site that wouldnot only provide ready access to theirtargets but also engage them morebroadly in the Penfold Experience, whichis the essence of the brand.”

The benefits include:

> Superior brand communication –alignment of messages … visually,textually and functionally

> Excellent customer engagement viaeasy-access content pathways,integration of interesting third partyadd-ons and multi-linking from varioussites

> Edit-ability – an overarching ContentManagement System that providesflexibility and independence

> Relationship management –encourages consumer uptake ofparallel propositions through cross-linking them beneath the umbrella ofthe Penfold Experience.

> Versatility and longevity – the capacityto add or remove functionality in thefuture, meaning the site enjoys alonger, high-quality life and continuesto return on the investment Penfoldhave made in it

> Internal culture building – provides acohesive and unified identity that helpsfocus Penfold team members on brandvalues, cross-selling opportunities andenterprise-wide objectives.

THE RESULTS SO FAR:

Penfold’s Managing Director, BarryWilliams, reports that since its launch inMay, the website is attracting someserious traffic and some favourablecomment from within the industry. “Wehave actually been surprised by the highlevels of visitation,” he explains. “Thecorporate umbrella site is getting around4,000 visitors a month, the Penfold Holdensite around 8,000 a month and the Penfold

Mazda site up to 6,000 a month.”

Barry and the Penfold team are delightedwith the result and very satisfied with theway the development process panned out.Barry says, “This website was anextension of our earlier brand re-fresh sowe had some of the groundwork done, butwe were really intent on getting it right, ofcreating something with longevity. Wecommitted to working with DDGthroughout the structured 6-8 monthdevelopment phase, ensuring qualitywritten and visual content. It wasn’t aboutrushing; it was about getting it right andeventually we were able to roll out the fourwebsites over a 6 week period.”

“The new website cuts through the clutterthat characterises many of our industry’swebsites. It is graphically clean and crispand has sensible navigation that works todeliver the content. It certainly meets ouraim to have the various sites share somecommonality whilst retaining theirindividual personalities. We look forwardto adding more content and functionalityin the future. We know that strategy is theglue that makes it all work, so we will beworking with DDG to develop apromotional strategy to drive even moretraffic to our new on-line showcase.”


The Penfold Experience


An innovative de-centralised websitenavigation solution to put Australiandental FAQs, trends, research, resources,providers and products within easy reachof a diverse domestic and globalaudience.

Delivers relevant and current informationto a broad demographic of users and sitevisitors, plus reinforces a strong brandcommunication for this peak industrybody.

THE CLIENT:

More than 90% of Australian dentists aremembers of Australian Dental Association(ADA), an organisation which aims toencourage public health and promote theart and science of dentistry. The ADApublishes the Australian Dental Journaland is a key resource (both in Australiaand internationally) for the general public,students, researchers and dentalprofessionals. The Journal is distributedquarterly to more than 10,000 dentists inAustralia as well as numerous domesticand international subscribers.

THE IDEA:

The ADA required a website with thefunctionality to manage extensiveinformation, publication, promotional andmembership resources whilst remainingaccessible and appealing to an audiencewith a very wide demographic.

THE TRIGGER:

The existing ADA website had beendeveloped 5 years previously and, as is

common for “first-generation” websitedevelopments, was looking tired andpresented information in a traditional,hierarchical navigation format that limitedaccessibility.

While there was a huge library ofinformation built up in the ADA website,there was a clear problem in meeting thevarious expectations of a diverseaudience. The difficulty was addressingthese needs in a consistent approach thatcould be applied to all information beingpublished into the site in the future.

THE JOURNEY:

The development took place over a 12-month period during which DDGcollaborated with the ADA, conductingworkshops and discussions with key staffand users to thoroughly understand theaudience and the technical requirements.DDG initially worked to identify the groupsthat would be visiting the site, and theirvarious expectations. The audience took inADA members, dental professionals, thepublic, industry suppliers, mediainterests, students, researchers and moreso DDG threw a wide net.

The volume and nature of ADApublications meant a functional,accessible document archive was a keyelement. Uncomplicated pathways totargets such as “Find a Dentist” and “whatis decay?” needed to sit with the moreacademic and technical information. Thechallenge was to design a site where eachvisitor sub-group can expect to reach their

target information with minimal mouseclicks.

Traditional menu-driven site navigationwould limit exposure of the many layers ofsite data and make it difficult for visitorsto manoeuvre around. The DDG technicalteam conceived and perfected aninformation / technical architecture thatresponded to the needs of all partiesconcerned.

THE SOLUTION:

Built on the impressive Web Command2platform, the new DDG-developed ADAwebsite features an innovative de-centralised navigation structure that usesimages, logos, “hot” buttons and featurenews articles to readily pull site visitorsthrough to their target resources.Traditional static menu bars have beenreplaced with a series of visual cues.Despite the high number of potentialpathways, the DDG team have met thechallenge of delivering the numerous cues

CASE STUDY

AN INNOVATIVE DE-CENTRALISED WEBSITE NAVIGATION SOLUTION

in an uncluttered, friendly format. Siteinformation is not only get-at-able, it iscrisp, professional and welcoming.

The specific Web Command2 modulescreating this solution include:

Page and Site Manager

>Maintains the main ADA federalwebsite and state branch sub-sites outof the one Content ManagementSystem (CMS) enabling informationsharing between the sites.

> Provides version control keeps ahistory of all changes to ensure websiteupdates are made safely.

> The user-focussed CMS ensures hightake-up rates with minimal usertraining, improving website acceptanceand penetration.

> Multi-media Library

Multi-media Library

>Uploads and manages the extensivesite-wide library of documents, images,video and podcast multimediaresources.

Document Library

>Publishes dynamic content through thesite and ensures a consistent approachto publishing and information location.

More than 3,000 pages are organisedand archived in the document managermodule.

Search

>Auto-indexes each content item andworks with Web Command securitysystem to ensure only search resultsand content access is provided to theproperly authorised users.

ELetter manager

>Authors and sends HTML eLetters tovarious groups within the subscriberbase.

Security manager

>Manages the site’s extensive andcomplex security requirements,enabling layered security to suit accessrequirements of various user groupsand separate state sites. For example,a Members Only area is gatewayed viaa log-in screen and gives access toclassifieds, an on-line dental suppliershowcase and Positions Vacant,amongst many other features.

> Protects the authoring process,allowing lock-down of each module’saccess and functionality to provide finegrained control. WebCommand2ensures multiple authors can onlyupdate and publish content they areresponsible for.

THE BENEFITS:

FOR THE ADA:

>Reinforcement and communication ofbrand identity - improved professionaland public on-line image as befits anindustry representative body and the“face of dentistry” in Australia

> Increased community / stakeholderengagement - functionality to meetgoals in providing relevant and currentinformation resources,subscription/membership services, alobbying forum and connection to theAustralian and internationalcommunities

> Significant cost and time savings inpublishing and archiving voluminousdocuments on-line, within aconvenient, accessible and searchablebank

> Flexibility - added functionality for easymulti-user content management

> The ability to combine State branchesand the overall parent body in onenavigation system

FOR VISITORS / MEMBERS:

> Improved accessibility – easy access totargeted information via de-centralisednavigation and extensive search facility

> Choice - delivers more alternatives forreviewing available resources,identifying targets and linking torelated information

> Improved experience – friendlier,people-focussed and dynamic designthat makes visitors feel welcome andmore likely to return

THE RESULTS SO FAR:

The new ADA website has attracted apositive response from user groups acrossthe board. The updated style has beenwell-accepted along with the increasedfunctionality and ease of navigation.



A website with substance, drama and aneasy-to-transact ticketing system for oneof Geelong’s busiest entertainmentvenues. Staging an on-line show thatinvites the audience in, gives them whatthey want and keeps them engaged to thefinale.

THE CLIENT:

Geelong Performing Arts Centre (GPAC) isa multi-theatre venue that draws in over220,000 customers a year, making it thehub of live entertainment in south westVictoria. Shows range from comedy,concerts, musical theatre, dance, dramaand opera, through to film and education.With seasons often running back-to-back(even overlapping) and events scheduledall year round, ease and simplicity ofbooking tickets is paramount.

THE TRIGGER:

Although GPAC’s existing website lookedexciting, it was not easy to navigate.Visitor statistics were disappointing withfewer hits and slower on-line sales thanexpected. The site’s extensive Flashimagery slowed loading speed, meaningmany visitors simply “gave up” beforegetting the information – or tickets – theyhad come for.

THE JOURNEY:

The DDG web management team workedclosely with GPAC to develop a newwebsite, collaborating right through thecycle of development and deployment,from concept through to launch. Thecritical challenge was to identify the

audience’s needs and architect the site tomeet those needs before even thinkingabout the graphic design.

THE SOLUTION:

By utilising state-of-the-art web design,architecture and DDG know-how, GPACwere able to make this “mission critical”on-line booking and information facilitycome to life.

DDG’s GM, Jim Thompson, explains, “Thesolution is both dynamic and effectivebecause it’s based on a customer-centricarchitecture that leads each visitor to theirdesired target. Its decentralised, portal-style navigation approach pushes the sitelayers to the front – making them easilyaccessible with image-driven cues. Theon-line ticket subscription facility is nowAustralian best practice.”

The architecture achieves superior visitorengagement via a strong “sense of now”derived from the home page priority toComing Shows, This Week and News.Inviting and easy-to-find links direct trafficto the on-line ticketing system and asubscriber system linked to a HTMLnewsletter (g-mail).

“We included an easy-to-use ContentManagement System so the GPAC teamcan keep the site up-to-date and relevantto their audience and their currentshows,” says Jim. “The overall approachdelivers a raft of advantages to both theclient and site visitors.”

THE BENEFITS:

For GPAC:

> Excellent customer engagement via aninformative and dynamic web presencethat echoes the values of the business– speaks volumes to patrons, potentialpatrons, staff, promoters, suppliers andmore

> Ease for customers to book singletickets, multiple tickets orsubscriptions on-line

> Flexibility – options to add-onadditional future functionality.

For visitors:

> Superb accessibility – to What’s On,venue information, ticketing, reviews,subscriber facility and more

> A quality experience – a visuallyenticing and interesting websiteexperience to help foster a sense ofbelonging and a desire to return.

CASE STUDY

A SUPERB ON-LINE PERFORMANCE

THE RESULTS SO FAR:

Since deployment, the website hasexperienced a substantial increase in sitevisitation. Hits have increased from148,636 in 2006/07 to 210,000 in 2007/08,representing a 30% lift in traffic flow.

Always looking to improve their offering,GPAC management has flagged someinnovative ideas for future functionality,including a more comprehensivesubscription capability.

GPAC’s Marketing Manager, JonMamonski, looks forward to working withDDG on these future initiatives. Heexplains, “We really appreciate DDG’sexpertise in developing state-of-the-artInternet services that make it easy forcustomers to come and enjoy a show andto that extent GPAC considers DDG as apartner in this business.”



A new level of knowledge managementfor a giant health care provider. Puts inplace a consistent, enterprise-wideapproach to developing and sharingprotocol documentation, even acrossremote sites. Saving time. Saving money.Optimising expertise.

THE CLIENT:

Barwon Health is Victoria’s largestregional health care provider, operatingthe public hospitals and health careservices in Geelong and the surroundingregions – a total of 1,000+ beds and 19sites.

THE IDEA:

Barwon Health imagined a system thatenables hospital protocol documents to beshared and adapted across multiplehospitals.

THE TRIGGER:

Each hospital is required to maintain alibrary of protocols that describe thehospital-approved procedures andguidelines concerning medical treatment,nursing standards and drug use.Previously, each hospital maintainedindividual libraries, working independentlyand without collaboration to develop theirown set of protocols – this time-costlyactivity duplicated development processesand provided inconsistent results.

Barwon Health knew there was scope forimprovement.

THE JOURNEY:

DDG worked in conjunction with BarwonHealth’s specialist staff to fully grasp thebusiness processes and tasks connectedto drafting, developing, publishing andsharing of hospital protocols.

While on the surface the overall objectivesof the project are straightforward,delivering a successful solution involvesdigging deep into the current processesand operating environment to understandall the forces and factors that impact onprotocol documents. The first step was toscope out the project and involved findinganswers to questions such as:

> What do protocol documents look like?What content do they contain?

> How do staff use these documents on adaily basis? What are there

expectations, and what problems dothey currently experience accessingthis information?

> Who creates these documents? Do theauthors collaborate?

>Where do these documents fit withinthe organisational structure,? Are theydepartmental or hospital wide?

> What management processes areneeded to maintain the protocol library?Is there a need to audit changes, put inplace procedures to review content,communicate content changes, etc?

>What security constraints need to bebuilt into system? Who can accessdocumentation? Are there types ofdocumentation that have morerestricted access than others? Whoadministrates security?

>What regulatory requirements may beimposed on the system?

To answer these questions, informationwas gathered from various Barwon Healthstaff, including several heads ofdepartments spanning multiorganisations. Contributors werespecifically chosen to offer unique anddiverse perspectives.

The discussions raised more questionsand issues, helping to form a completepicture of the project vision, currentissues and priorities for consideration.

CASE STUDY

BARWON HEALTH

The next step was to consider thehighly-regulated hospital operationalenvironment where compliance withsecurity and standards provisions wasparamount. The project scope required asolution to span operational boundaries,be easily applied to an organisation of anysize, and demand a minimal operatingenvironment.

THE SOLUTION:

PROMPT is the online application solutiondesigned and developed by DDG to provideBarwon Health with the functionality theyimagined (plus some). PROMPT provides acommon infrastructure which any hospitalcan use to build, store and publish theirown libraries.

The major features of PROMPT are:

> The facility for protocol documents tobe shared and adapted across multiplehospital sites

> An extensive search facility thatfunctions across individual or multiplehospitals and departments to allow forrapid identification and access to targetdocuments

> A sophisticated security engineproviding fine-grained control over useraccess

> The ability to version content and trackdocument authors and updaters

> Quality control tools to ensuredocumentation is regularly reviewed.

THE BENEFITS:

>Significant cost and time savingsachieved via non-duplication of protocoldevelopment tasks, simple update ofprotocols to meet compliance oroperational requirements and anauditable development pathway

> Production of higher quality protocols –document authors have access toreadily review protocols approved andin use at other hospitals, and targetthose with specific areas of expertise

> Efficient information management –puts a centralised knowledge base ofreliable and consistent protocols ateasy access to all authorised staff;provides secure cataloguing andstorage of documents/informationwithin a convenient and accessiblebank

> A consistent, enterprise-wide approachto protocol development acrossmultiple remote sites

> Utilises low-cost web-basedcommunication to share knowledgeacross sites.

THE RESULTS SO FAR:

PROMPT has been successfully trialled inthe Intensive Care Unit in GeelongHospital, and across several other smallerhospitals in the Barwon region. Currentlythere are 1000 protocol documents undermanagement in the system.

Following a review process, BarwonHealth has formally adopted PROMPT andso the rollout continues across otherareas of the hospitals.


Online Strategy Doc - CS HR

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