Client brief and objectives

The sportscotland group currently operates 10 different websites. These include the sportscotland corporate website, the institute of sport website, three national training centres and a range of project or audience specific sites. All these sites have been developed in isolation and across 7 different content management systems.

sportscotland wanted to take a more strategic approach to their web development so that they could maximise the effectiveness of spend. They also wanted to embrace new ways of engaging with their audiences by using a number of digital channels and online applications to give their users more control over the content they consume, as well as a greater level of interactivity.

With this in mind, we were commissioned to develop a digital strategy which would underpin development of sportscotland's digital communication channels for the next 3 years.

Our approach

Plain and simple, we knew that sportscotland needed to be where their audiences are online. In order to truly connect with these different audiences research was absolutely crucial so as to understand the differing needs, wants, behaviours and expectations. We used various techniques to research sportscotland's audiences, both internally and externally, including:

• Mind mapping — we worked with sportscotland communications team to develop a user needs analysis which defined the various audiences and their digital needs and expectations. We also met with partnership managers at a Sport Development team meeting to mind map these audience needs which then helped create user profiles
• Online survey — we conducted a survey which was emailed to 393 contacts provided by sportscotland, most of which were sports development/corporate contacts. We also placed a copy online to target website users
• User interviews — we worked with the sportscotland communication team and Partnership Managers across the 32 Local Authorities to interview over 40 key partners representing Active schools managers, co-ordinators, sports development managers and officers amongst others
• Web statistics analysis — we looked at sportscotland's web traffic to identify trends and areas for development

After we had carried out all research, planning and analysis, we were able to create user profiles and personas which defined the target audience needs, expectations, frustrations and goals.

We were then able to identified 5 key objectives for the strategy which focuses on both sportscotland's business and user goals. These 5 objectives underpin the strategy and propose digital content ideas, including social media platforms and a plan for the future development of sportscotland's online presence.

Results and effectiveness

sportscotland have now embraced this strategy and are now working with us to put it in place. We are currently working on phase one of the project which focuses on creating a portal for Scottish sports, bringing together all user and business goals to build a new portal/corporate site for sportscotland. The new site will be built on one portal, will focus on keeping the user central, will take a multimedia approach and will work to sell the national centres.