WATG Website & Social Media Tools Review June 2012

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Brooks & Bolt Communications' review of Destination Design Firm WATG's website and social media presence in June 2012. Includes SWOT and Recommendations.

Business

Website &
Social Media
Review

Presented by:

Assessment of Channels

Reviewed from 3 perspectives:
 Industry professional.
 Non-American / marketing perspective.
 SWOT Analysis.

The Architect

First impressions:
• Sensational design, very impressive look, good design
experience, appears world class organization.
Digging deeper:
• Communicates resort destination and big hotels in layout,
messaging, images, throughout.
• Credibility not built in reader’s mind for other disciplines.
• Too many big projects “crowd pleasers” prominently
listed in portfolio.
• Site lacks personality in key developmental areas.
• Didn’t feel navigation was intuitive enough in places.

The European

• Culture section communicates strong American identity.
• Language used could be more international throughout.
• Lacks personality – no humans immediately apparent.
• Awards have no specific area on site.
• Mismatches between quality of content presented and
the professional look of the website.
• Corporate Social Responsibility message lacking (big in
Europe)

Give Us
Marketing
Challenges…
We’ll Find
Alexandra Brooks
Brooks & Bolt Communications Solutions.
+1 949-727-4016
contact@cannypr.com
www.linkedin.com/in/cannypr
Twitter: @cannypr

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WATG Website & Social Media Tools Review June 2012

1. Website & Social Media Review Presented by:

2. Assessment of Channels Reviewed from 3 perspectives:  Industry professional.  Non-American / marketing perspective.  SWOT Analysis.

3. The Architect First impressions: • Sensational design, very impressive look, good design experience, appears world class organization. Digging deeper: • Communicates resort destination and big hotels in layout, messaging, images, throughout. • Credibility not built in reader’s mind for other disciplines. • Too many big projects “crowd pleasers” prominently listed in portfolio. • Site lacks personality in key developmental areas. • Didn’t feel navigation was intuitive enough in places.

4. The European • Culture section communicates strong American identity. • Language used could be more international throughout. • Lacks personality – no humans immediately apparent. • Awards have no specific area on site. • Mismatches between quality of content presented and the professional look of the website. • Corporate Social Responsibility message lacking (big in Europe)

5. SWOT Analysis - Highlights WATG.com Social Media Strengths Average 4 -5 pgs browsed/visit; Twitter 2-way engagement; Good Good SEO; Impactful images. use of different content. Presence Consistent Branding. Up-to-date. on all 3 major Web 2.0 platforms. Weaknesses Portfolio search options confuse; Sporadic activity; Web 2.0 tools are lacks a human face; mixed 2-way – Facebook lacks audience messages, some content engagement; YouTube channel presented mismatches brand. needs focus and more content. Opportunities More downloadable content; tie- Interoperability between different ins between different parts of a channels; more frequent posts on integrated campaign; site all platforms; exploit Internal structure review; refreshed front communications opportunity; more page; refocused messaging. us of YouTube video content. Threats Future SEO algorithms; Budget Low risk of reputation attack – allocation versus ROI. advise monitoring.

7. Next St eps

8. Next steps  Understand target audiences’ perceptions and levers. • Option 1: Full brand image review - Harrison:Fraser. • Option 2: Corporate image audit – Brooks & Bolt Communications.  Reinvigorate on-line brand. • Refresh website layout. • Integrate interactivity. • Build trust in non-traditional target niches. • More out-of-the-box thinking – make more of concepts, edgier projects, partnerships.  WATG.com needs to complement standalone Wimberly Interiors sub-brand website (but not imitate.) Future planning: 70th Anniversary in 2015.

9. Give Us Marketing Challenges… We’ll Find Alexandra Brooks Brooks & Bolt Communications Solutions. +1 949-727-4016 contact@cannypr.com www.linkedin.com/in/cannypr Twitter: @cannypr

WATG Website & Social Media Tools Review June 2012

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