KingspanContent challenges for a global business

• Introduction to Kingspan• The current situation• Our strategy and approach• Challenges• Progress

Who is Kingspan?• Kingspan is a global business, turning over €2.8bn• Split into four separate operating divisions• Numerous independent companies – as well as divisional brands,

company brands and product brands• Leaders and innovators in high performance insulation, building fabric

and solar integrated systems• Leading positions in UK & Ireland, Europe, North America & Australasia• Goal of the project is to show a more united, one-Kingspan face to the

market, consolidate our web estate and enable cross-selling between the divisions

The current situation• Over 175 websites• Different content management systems• Varying ranges of digital maturity• Brand inconsistency• No clear direction on the key messages from Group – therefore every

division represents the company differently• Light marketing teams – little dedicated digital resource• Lots of opportunity for consolidation, standardisation, cost savings and

better cross-divisional working• Clear support, investment and drive from the Group Board downwards

Challenges• Localisation but with greater high level consistency• Information architecture and navigation – considering the USER not the

COMPANY STRUCTURE• Reaching a consensus and giving everyone a voice –considering the huge

variety in opinions on everything from branding and design to page template requirements.• Deciding on an appropriate Content Style and Tone of Voice Group-wide

and not underestimating the effort of re-writing ALL content to fit this style for the new sites.

Our strategy and approach• Run a Global project steering group with clear responsibilities and two

(almost) full time project managers• Create a pattern library of content components• Create better brand consistency• Content strategy• Content governance• Content plan and Style Guide (including language variations)• Engage with all marketing teams around the world in an open

monthly surgery with the project team

Progress• 2 years in from initial project conception• Global IA and structure of web estate agreed• Pattern Library agreed• Content Strategy agreed• Project teams in place and phase 1 countries underway. Content entry being

done separately from CMS entry to start it earlier• Build is underway• Prototype phase almost completed• User testing is due to take place in the next few weeks• Content audits are taking place in each Division for all Launch and Phase 1

countries – identifying gaps in data, visuals, documents and messaging