Steering digital transformation
Sure is the leading integrated communications’ provider in the Channel Islands and the Isle of Man.
Sure serves both the corporate and consumer markets in these regions. Currently Sure serves over 100,000 customers with a range of mobile, fixed line, connectivity and enterprise products under the consumer and B2B brands, Sure and Sure Business.
Our brief was to transform Sure’s digital marketing offering inline with the digital transformation of the wider business. To help drive market share through best practice digital marketing activity and drive self-service use by improving the online customer experience.
Our work began with an intensive Discovery period involving onsite workshops in both Jersey and Guernsey, stakeholder and customer interviews, bricks & mortar visits, and sessions with other agencies.
The findings then shaped our thinking on the IA for both a new Consumer site and one for B2B. To strengthen Sure’s position as a market leader, the Consumer site needed to quickly surface the breadth and depth of the offering. The challenge for B2B site was different; the digital brand needed to be developed alongside the website design to differentiate the offering from Consumer yet draw on its familiarity.
To deliver brand awareness and product & service messaging through the year, we developed an Always On campaign plan. This is blended with quarterly campaigns focussed on tactical offers and Seasonal messaging. The campaigns are pushed out across multiple digital channels, including display networks, search ads and social platforms (LinkedIn, Facebook, Instagram).
Since launching the sites, we have put in place a continuous improvement programme which includes SEO to improve the performance of the websites and drive quality inbound traffic, and on-site improvements to ensure the sites continue to convert traffic as effectively as possible.