When FleishmanHillard (FH) decided their global website needed a 360-makeover, I spearheaded the massive undertaking alongside FH’s external comms lead and a third-party UX/UI team based in Costa Rica (Hangar).
During the Pre-work Phase I…
Handled the competitive analysis and digital footprint audit, and presented both to Hangar to help them understand FH’s top competition and the significance, function and presence of FH’s existing online properties.
Developed a deck about FH's brand philosophy to help Hangar understand the agency’s values and priorities.
Participated in design thinking and user-journey mapping sessions—identifying pain points, setting benchmarks, creating a roadmap and a unified vision, uncovering opportunities in the experience, and understanding the various site users and their behaviors.
During the Execution Phase I…
Defined the brand voice for the global network and applied it throughout—serving as the sole writer on the project.
Worked closely with Hangar to deliver a high-quality user experience, including streamlining the sitemap and supporting content architecture and hierarchy development where needed.
Co-presented website progress to internal stakeholders ensuring leaders were up to speed and comfortable with the strategy and general direction.
Determined the strategic copy approach for how FH’s work gets represented in case studies on the site and led the charge on bringing them to life—gathering assets, securing account team and client approvals, working with video editors to create and cut footage and building basic images when necessary.
Worked one-on-one with the agency’s subject matter experts to ensure each group was well-represented.
For Launch and Post-launch I…
Learned how the backend of the site works and became a core member of the team responsible for building pages and inputting information in the system.
Selected strategic keywords and wrote meta data for all new pages (everything outside of newsroom content).
Penned a creative thought leadership piece for the company Intranet to align employees under the importance of delivering business and reputational impact through client work—and to help everyone understand how that impact can tell the story of FH’s expertise.
Continue to source and develop case studies to keep content fresh. And update page copy and UX when and where necessary.