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Kingspan
Content challenges for a global business
• Introduction to Kingspan
• The current situation
• Our strategy and approach
• Challenges
• Progress
Who is Kingspan?
• Kingspan is a global business, turning over €2.8bn
• Split into four separate operating divisions
• Num...
The current situation
• Over 175 websites
• Different content management systems
• Varying ranges of digital maturity
• Br...
Challenges
• Localisation but with greater high level consistency
• Information architecture and navigation – considering ...
Our strategy and approach
• Run a Global project steering group with clear responsibilities and two
(almost) full time pro...
Progress
• 2 years in from initial project conception
• Global IA and structure of web estate agreed
• Pattern Library agr...
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4 reading room presentation kingspan content

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Kingspan speaking at Reading Room's 'C if for Content' event

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4 reading room presentation kingspan content

  1. 1. Kingspan Content challenges for a global business
  2. 2. • Introduction to Kingspan • The current situation • Our strategy and approach • Challenges • Progress
  3. 3. Who is Kingspan? • Kingspan is a global business, turning over €2.8bn • Split into four separate operating divisions • Numerous independent companies – as well as divisional brands, company brands and product brands • Leaders and innovators in high performance insulation, building fabric and solar integrated systems • Leading positions in UK & Ireland, Europe, North America & Australasia • Goal of the project is to show a more united, one-Kingspan face to the market, consolidate our web estate and enable cross-selling between the divisions
  4. 4. The current situation • Over 175 websites • Different content management systems • Varying ranges of digital maturity • Brand inconsistency • No clear direction on the key messages from Group – therefore every division represents the company differently • Light marketing teams – little dedicated digital resource • Lots of opportunity for consolidation, standardisation, cost savings and better cross-divisional working • Clear support, investment and drive from the Group Board downwards
  5. 5. Challenges • Localisation but with greater high level consistency • Information architecture and navigation – considering the USER not the COMPANY STRUCTURE • Reaching a consensus and giving everyone a voice –considering the huge variety in opinions on everything from branding and design to page template requirements. • Deciding on an appropriate Content Style and Tone of Voice Group-wide and not underestimating the effort of re-writing ALL content to fit this style for the new sites.
  6. 6. Our strategy and approach • Run a Global project steering group with clear responsibilities and two (almost) full time project managers • Create a pattern library of content components • Create better brand consistency • Content strategy • Content governance • Content plan and Style Guide (including language variations) • Engage with all marketing teams around the world in an open monthly surgery with the project team
  7. 7. Progress • 2 years in from initial project conception • Global IA and structure of web estate agreed • Pattern Library agreed • Content Strategy agreed • Project teams in place and phase 1 countries underway. Content entry being done separately from CMS entry to start it earlier • Build is underway • Prototype phase almost completed • User testing is due to take place in the next few weeks • Content audits are taking place in each Division for all Launch and Phase 1 countries – identifying gaps in data, visuals, documents and messaging

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