in short
Brisbane Marketing is the city's economic development agency and is focussed on driving long term economic and social benefits to residents and businesses of Brisbane.
To ensure that Brisbane Marketing is in a position to deliver these benefits effectively they turned to Bullseye to redevelop all their B2B websites by providing an innovative approach to promote Brisbane both nationally and internationally.
OUR APPROACH
Challenge
- The Brisbane Marketing digital presence needed to become the digital sales and marketing channel for all Brisbane Marketing corporate marketing and communications and to promote Brisbane as Australia's new world city on a world stage.
- This challenge was increased by the fact that Brisbane Marketing’s activity was separated across 7 departments all with different target audiences, content, domains and objectives.
Solution
- Bullseye understood that the final results needed to not only reflect the clients objective but deliver on the audience’s needs to be a long term success and deliver ROI. With this in mind the first phase of the project focused on delivering an understanding of the different B2B audience types needs and the barriers preventing them from their objectives. Bullseye undertook extensive research into these needs and presented detailed finds and recommendations.
- Objectives for the different B2B audience types were matched to the business needs and from this Bullseye developed a streamlined and affect Information Architecture that would ensure long term success.
- This solution was built around the individual departments within Brisbane marketing but present in a format that reflected the user needs not simple a reflection of a organisational structure.
- This was further enhance with a UX and design that placed Brisbane city as the central focused and introduce the audience to content that was relevant , easy to digest and fresh.
- Furthermore Bullseye created this solution around a content governance structure that mirrored BM available resources to ensure a viable easy to update CMS admin system ensuring up to the minute content and audience communications.
THE RESULTS
Results
- The website complements Brisbane Marketing’s core goal of driving long-term social and economic benefits to the city of Brisbane and the greater Brisbane region by means of heightening awareness of what the Queensland capital has to offer.
- Functionally the site offers seamless navigation, coupled with best-practice methodologies in white-space design, which influence the hierarchy of key engagement points.