Kingspan is a global business with over 175 websites across its four divisions and numerous brands. It aims to present a more united face to the market by consolidating its digital presence. It has established a global project team to create consistent branding, content strategy, and governance across its new centralized website. After two years of work, it has agreed upon information architecture, a pattern library, and content strategy. Prototype development is nearly complete and user testing will begin soon to prepare for launch.

1. Kingspan
Content challenges for a global business

2. • Introduction to Kingspan
• The current situation
• Our strategy and approach
• Challenges
• Progress

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. 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. 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. 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. 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