Every digital activity you conduct should contribute to your strategic objectives.
This may sound obvious, but it is a principle that all too often gets forgotten in a busy organisation. If you don’t periodically step back to look at the bigger picture, it is very easy to slip into the habit of polishing pages on your website that get a handful of visitors or driving traffic to your site that does not lead to any meaningful engagement.
The Bureau have been fantastic to work with. We’ve committed to working together to optimise our digital channels, streamline our business processes and improve our supporter journeys.
Hannah Sheedy, Dame Kelly Holmes Trust
Our process involves three steps:
- Define strategic context. Review strategic documents, consult with staff, profile audiences, identify digital objectives and develop a performance measurement framework.
- Benchmark, plan & prioritise. Establish your existing digital capability and identify activities that will help you achieve your objectives. Focus on those that will provide the greatest return on the investment.
- Execute and measure. Carry out the planned activities and constantly evaluate their impact.
Your organisation and the environment it operates in is always changing, so it is important to cycle through these steps on a regular basis.