Random House Australia
Services: Content Planning
Strategic Recommendations
About the Client
Random House Australia (RHA) is part of the global Random House Group, the world’s largest book publisher. RHA is a trade publisher, publishing around 200 titles each year across multiple genres including crime/thriller, romance, history, literary fiction and children’s.
Zuni and RHA have been working together in a partnership since 2012 in order to move from a campaign based marketing model towards a more customer-centric approach.
Challenge, Approach & Solution
Zuni initially performed a review of current digital activities across a range of touch-points, including social, web, email and data. Zuni identified a range of longer-term strategic recommendations for RHA’s digital presences, alongside quick wins and tactics to implement short-term.
Following the initial engagement, Random House Australia chose to continue a process of ongoing consultancy to implement the strategic recommendations through a number of workstreams, including data and measurement, technology and content. Zuni’s approach was to involve and engage with the key on-the-ground staff responsible for the execution of digital marketing activities.This allowed them to engage with the strategic direction, feel a sense of ownership over new approaches and be a part of embedding change through the team’s processes and thinking.
Results
As part of the project Zuni delivered:
- Digital review and strategic recommendations presentation
- Facilitation of strategy workshops with stakeholders and key team members
- Content Strategy and personas
- Content Planner including strategy checklist and annual/weekly calendar
- Framework for measurement and Digital Dashboard format
- Wireframes for eDM format and key web pages including home, blog and product
- Briefing documents for web development supplier
Results
- Sense of ownership and new thinking amongst key team members to bring content strategy and customer-centric approach to life
- Streamlining of cross-team working and processes for content production
- Refinements to key web pages and eDM format to facilitate identified user goals
- Structure and format for metrics to increase understanding of digital marketing effectiveness in relation to book sales
Our ongoing work with Zuni has delivered solid results.
Involving the entire team in the consultative process has profoundly developed team skills and a co-ordinated approach to managing and developing our digital marketing activity to build sales.
There is greater focus on planning and analysis and a much stronger appreciation of our core reader segments when developing digital marketing content.
Brett Osmond
Marketing and Publicity Director (ANZ) Random House Australia
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