Agency.com creates insightful strategy to help revolutionise Christian Aid’s new media activities
London — November 11, 2005 — Agency.com London, working with Christian Aid, has developed a compelling business case for the comprehensive redevelopment of its primary, corporate website.
This strategy project for Christian Aid shows how Agency.com has identified new online audiences for the charity’s fundraising and campaigning, quantifying the value of their charitable donations. It also includes a competitor analysis and examines the current website with a review of the technical infrastructure, making recommendations on how to restructure and optimise this. The study establishes a clear direction for future technical developments, including CRM integration and CMS re-development for Christian Aid.
Detailed market research was carried out as part of the project, revealing the size of the charity donor market online and identifying the potential marketing opportunities within the digital medium. By distinguishing four key targets, Agency.com was able to define the ‘typical’ Christian Aid supporter. From this, a creative brief was produced and information architecture designed to deliver a more engaging, action-orientated website.
Sara Chamberlain, website manager from Christian Aid, “Agency.com brought a unique range of expertise to bear on the project. The calibre of their work was uniformly excellent and the commitment and enthusiasm they demonstrated was exceptional. The final deliverable is an inspirational, comprehensive, compellingly-argued strategy designed to deliver key business objectives. If successfully implemented, it will revolutionise Christian Aid’s new media activities.”
Russell Marsh, Group Account Director for Agency.com commented, “ The strategy project we undertook for Christian Aid is one of the most comprehensive studies of its kind we have done to date and reflects the charities commitment to online as a channel to market. In an increasingly competitive marketplace, charity supporters are moving online, both to donate and campaign, and Christian Aid has recognised it needs to grasp the opportunity presented by online. We hope the insights we have provided help Christian Aid stay at the top of their sector.”
Agency.com is a full-service interactive agency. Since 1995, the company has created effective interactive marketing campaigns and world-class websites to help global clients – including 3M, British Airways, BrownCo, Discovery Networks, T-Mobile UK and Visa – get and keep customers online. Agency.com is headquartered in New York and has offices in Amsterdam, Chicago, Dallas, London and San Francisco. For more information, visit www.agency.com. Agency.com is a subsidiary of the Omnicom Group Inc. (NYSE:OMC), a Fortune 500 global advertising, marketing and communications company. Omnicom's branded networks and numerous specialty firms provide advertising, strategic media planning and buying, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.
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Marianne Stefanowicz
PR & Marketing Manager
Agency.com London
+44 20 7964 8218
marianne@agency.com
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