Positioning, Messaging, & Website Redesign
Monitor 360's purpose is to help influential organizations leverage and shape narratives --people’s most powerful, deep-rooted beliefs -- to inform strategy. But, as a company with a historically governmental clientele trying to define and expand its offerings to corporations and foundations, it was struggling to articulate its own narrative position.
- Redesign the website to:
- Make sure the narrative/mission/values of Monitor 360 are told throughout the website.
- Modernize the look of the site
- Make the site responsive
- Optimize the site for SEO/Inbound
- Rebuild the backend CMS structure to empower internal users to make content changes easily
A multi-phase project, we began with with a deep Discovery dive, covering competitive research, stakeholder interviews, an SEO audit, and user testing. Those learnings led right into our Strategy phase, where we crafted brand new messaging, company storytelling, as well as lead generation and SEO recommendations. This culminated in deliverables of both a Positioning Strategy and a Creative Brief.
Those deliverables served as the backbone for the website design & development that followed (and continue to guide the head of marketing as he runs marketing campaigns, develops thought leadership content, and more). Completely rebuilt from the ground up on Statamic, the new site featured redesigned navigation, robust lead generation forms and CRM integration with Pardot, and a clear story that speaks directly to specific buyer problems and the corresponding Narrative Analytics™ solutions that Monitor 360 offers, which are best in class.