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TOMRA.COM
Margareth Aske
26.09.2013London
- How to merge 6 businesses onto one common web platform, combining B2B and corporate communication
WHO IS TOMRA?
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TOMRA was founded in 1972 on the creation of the world’s first bottle return machine
100%
Collection
95%
5%
CollectionSorting
84%
16 %
CollectionSorting
THE TRANSFORMATION
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2000 2004 20122008
A house of brands
A branded house
60%
40 %
CollectionSorting
FROM: TO:
A COMMON MISSION
.. AND VISION
OUR CHALLENGE
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MERGING 6 BUSINESS SITES AND A CORPORATE SITE ONTO ONE COMMON PLATFORM
TOMRA.COM OBJECTIVES
1. Increase brand awareness
2. Support the creation of leads through the website
3. Build community and thought leadership
4. Highlight the TOMRA business case
5. Explain the TOMRA investment proposition
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WHAT WE DID- AND WHAT WE LEARNT
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PROCESS
Stage 0 Agency selection
Stage 1 Scoping
Stage 2 Structure and content
Stage 3 Creative and design
Stage 4 Implementation
Stage 5Testing and launch
Stage 6Evaluation
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LEARNING 3:ENSURE THAT MANAGEMENT ARE WITH YOU
Dedication+
Patience+
Quantification=
Internal buy-in16
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TEACHING THE INTERNAL ORGANISATION TO RESPECT A PROCESS
CONTENT
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THE CONTENT CHALLENGE
6 DIFFERENT BUSINESS STREAMS WITH DIFFERENT REQUIREMENTS
6 DIFFERENT CONTENT CULTURES
LIMITED CAPACITY AND CAPABILITY
COMBINING BUSINESS AND CORPORATE LEVEL COMMUNICATION
tomra.com
LEARNING 5: CONTENT MUST BE COORDINATED BY SOMEONE WITH A GROUP PERSPECTIVE
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GUIDING CONTENT PRINCIPLES
Users are people, not machines
Focus on the overall website objectives
Provide good and relevant content for our key audiences
THE RESULT
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WHAT WOULD I DO IF I WERE TO DO IT AGAIN?
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1. Spend (more) time on getting the RFQ right
2. Invest in your own understanding and knowledge
3. Ensure that management are with you
4. Always keep detailed Minutes from meetings where decisions have been made
5. Content needs to be coordinated by someone with a group level perspective
6. Trust your agency
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THANK YOU
