Bourne

How did we make Ricoh’s online communications the industry's best in only 4 months?

Brief

Ricoh’s portfolio of European websites had gone over five years without a signifcant update. Usability studies were showing the sites were ineffective at communicating Ricoh’s value to consumers and that functionality was lagging behind customer expectations. Critically, the sites were no longer refecting the priorities of the business, meaning key internal stakeholders were becoming increasingly frustrated with the lack of online marketing support to their business units.

Bourne were by far the most strategic agency we saw and that’s why we selected them to be our EMEA agency.

Results

The initial suite of 14 country-specifc websites was delivered in six months, followed quickly by a number of extranets, customer communities, interactive applications and lead generation campaigns. All provided a consistent and engaging story aimed at driving customer acquisition. In less than 12 months, non-media driven traffic has increased by over 82%, inbound links have increased by 86%, and the traffic delivered by organic search has increased by 192%.

Solution

We began by running our discovery and audit process which aims to identify the business priorities of key business stakeholders while establishing a content marketing readiness score. In turn this highlights which business units are best able to provide source content and follow-up sales support. This information, along with data captured through customer usability testing, was used to develop a comprehensive marketing schedule addressing branding, website architecture and functionality, SEO, online PR, content development and technical implementation. Most important was the commitment to deliver high quality content and user interaction across a number of dedicated campaigns which would address the needs of specifc high-priority business divisions.

Brief

Results

Solution