Situation
Our client, a 100 year old media company producing over 100 newspapers and magazines in numerous geographies, was aiming at defining a transformational digital strategy in Romandie to better monetize the many contents produced mostly for offline channels on the online channels. Owner of prestigious brands in the French part of Switzerland, we have been tasked by our client's senior management team to challenge the existing digital strategy and to lead the roll-out phase of a concrete set of transformational measures.
Approach
After an intense three week assessment phase, we have derived an operational digital strategy to monetize existing contents in a step by step approach to minimize initial investments. To boost online traffic, we initiated a series of blogs produced by known local experts who worked with our clients' professional editors. In parallel, we setup a service oriented web architecture to feed contents from various sources, both internal and external, with the objective to propose consolidated, unique contents on most digital channels such as web, smartphones, tablets or TV. All applications are sharing a common architecture which allows to optimize the User Interface to provide an outstanding experience to users, independently of the screen size they are using. Internally, some organizational changes have been made too.
About six months after the assessment phase took place, both paid and free contents have more than doubled and about 20 brands are expected to migrate online in the coming months.
