As part of an integrated rebrand project, Mobas was tasked with assessing Tees’ existing website and bringing it in line with the new brand identity. Having reviewed the site, it became clear that the UX needed to be updated and the number of the pages on the site needed to be streamlined. It was decided that a complete scoping process to build a new site was required.
Following a workshop with members of the Tees team to understand audiences and user stories, Mobas identified the key objectives for the site and agreed with the client that the site should be centrally focused services and people.
The website would look to raise the profile of people within the organisation, positioning them as thought leaders and industry experts, while bringing through their personalities and the personal approach the business identified as a strength.
A new website that worked as an integrated touchpoint to the brand was created and delivered ready for the brand launch. At the heart of the website is the people, with their insights shared across the site to demonstrate their expertise.
Members of the marketing team were CMS-trained to take ownership of the site and the content going forward.
A Google Data Studio was set up to monitor KPIs for the site, including traffic and enquiry forms. This was created for internal stakeholders to review performance at a glance.
Over the first 12 months traffic and enquiry forms to the site increased month on month. A continued development plan for the site including SEO and analytical reporting has allowed for continued grow. Alongside a PR campaign, specific service campaigns have been created and deployed to increase awareness of people and service areas that Tees can demonstrate their expertise in.
Ashton Hunt, Tees Managing Director: “The Mobas work has had a profound effect. It was undertaken thoroughly and expertly – so much so that it caused a real emotional reaction among people who have long service with Tees who have said: ‘That is us’”.