Project: brand new website for all corporate communications
Result: communicated with 17 different audiences
nominated for a company award
The Head of Marketing Services at Network Rail asked me to write new copy for their 150 page website to best-in-class standards.
We identified 17 different audiences including train passengers, employees, environmental campaigners, MPs, investment bankers and the socially excluded communities who live near the railway tracks.
I began the project by benchmarking against the websites of several blue chip companies. I interviewed 38 senior managers in Network Rail, 2 external stakeholders and undertook desk research where required.
I managed the four month project with minimal supervision. I secured sign-off from all stakeholders and worked closely with the marketing team, design agency and IT team on the building of the site.
The new website is user-friendly and meets the needs of its diverse audiences. It is widely recognised as a substantial improvement over the previous website.
