Founded in 1977, ASRY is the third largest ship repair yard in the world. For as long as they could remember, their external marketing and communications had consisted of a single advert placed in a leading industry publication. In all the years it had run for, it had created 2 sales leads…maybe. It was time to go digital.
We started by running a workshop with key stakeholders from the organisation. Pulling in management from across the company from Market Analytics and HR through to Ship Repair and Operations, we started to get the team thinking about how digital could help each of them to meet their targets.
These workshops always work best when we have people from all over the company join in. When we’re looking to help define audiences, for example, someone from HR may seem to have different users in mind than someone from Marketing. In a really simple exercise, we ask each attendee to list as many audiences as possible, getting them to list one per sticky note before sticking them up on a wall. We’ll then run through these with everyone, grouping similar audiences together. Doing this prioritises the audiences in a very visual way. The more post-its we see, the more cross over between divisions and therefore, the higher the likelihood that we’re looking at a key audience.
Knowing who your audiences are is important but understanding them could be considered even more so. Pulling out one or two key audiences and running through an ‘Empathy Map’ exercise, we really started to identify some key problem areas. In an Empathy Map, we’ll look at what ‘Tasks & Questions’ a user engaging with ASRY needs to fulfil. We look at ‘Pain Points’ or areas of frustration, ‘What Influences’ they are effected by and what their ‘Overall Goals’ might be. Doing this not only helps everyone to understand the customers better but it quickly identifies areas that the organisation is failing to meet the needs of it’s audiences.
Of course, once we know where the barriers are, we can see where and how digital can start to break these down. We helped ASRY identify key objectives for their first step into digital. We prioritised these based on target audiences, budgets and resources before discussing realistic objectives for each. Everything digital can be measured but it’s what each element is measured against that helps to translate data into performance indicators.