CLIENT:
INTERREG POCTEFA EDIFICAT
Spain + France
PROJECT:
TRANSBORDER WEB & COMMUNICATION STRATEGY
STRATEGY | WEB DESIGN | COMMUNICATION CAMPAIGN | SOCIAL MEDIA
We established designed the launch campaign of an online platform dedicated to facilitating the energetic renovation of homes in the metropolitan areas of Perpignan (France) and Girona (Spain). The project is a collaboration between two public actors – City Council of Girona Spl Perpignan Méditerranée – and two private actors – Cluster CEEC (Catalonia) and Cluster Pôle Derbi (Occitanie) – on each side of the Pyrenees.
COMMUNICATION STRATEGY
We were first hired to build a 6-months communication strategy for the launch of the new online platform. We started by conducting an extensive diagnostic of all factors influencing the brand, starting with a series of direct interviews with project key actors and current clients.
The investigation allowed us to establish an overview of the key audiences that needed to be addressed over the 6-months launch period. For each audience we established a specific objective and message as well as the core foundations of the brand: its mission, vision and strategic long-term goals.
The diagnostic phase also revealed the inherent need to review the content structure of the online platform planned by the Edificat team in order to better address the needs and expectations of its future users. Indeed, the development efforts had been stemmed by 2 fundamental challenges:
- the difficulty of bringing together 2 different geopolitical realities
- the lack of experience of the team with defining and organising web contents.
As a consequence, in parallel to devising our communication strategy, we worked on a new content strategy and architecture for the website.
WEB CONTENT STRATEGY
We started by devising a web architecture based on the different expectations of users as revealed in our interviews and research. In the main menu, we grouped contents based on the most logical phases of research for a user:
- Where to start
- All solutions
- All subventions
- Ask for advice
In addition, we separated all the content dedicated for professionals of energy-focused home renovations into a “PRO AREA” where they could find specific information relevant to them: webinars and other events, trainings, certifications and MOOCs, sector-specific news, key dates and calendar.
WEB RE-DESIGN
Having organised the contents and drafter the new structure with texts, images and graphs, we proceeded to re-designing the website, making it much more visual with images and icons.
LOGO DESIGN
The re-design of the site brought about the need for a more B2C brand that could come in addition to the institutional Interreg logo.
In order to still meet the EU regulations yet provide the project with a recognisable and usable brand, we designed a logo that combined the Interreg font and colour palette with a distinctive graphic elements within the name that would connect with the brand with its theme: energetic renovation.
LAUNCH CAMPAIGN CREATIVITY AND EXECUTION
Having completed the new brand identity, we proceeded to designing various online and print materials for the campaign, including roll-ups, flyers, banners and MUPIs to be displayed through the cities of Perpignan and Girona.
MERCHANDISING FOR FAIRS AND EVENTS
SOCIAL MEDIA CONTENTS FOR ADS
We completed the campaign with a series of ads for Facebook and Instagram. We designed a pack of 10 creative contents for the client to run A/B testing campaigns and optimise though creative variations.
