True launch new website for Aspen rebrand
Leading digital marketing agency True has launched a new website for global insurance and reinsurance specialist, Aspen , following its recent rebrand.
The website design aims to bring Aspen ’s new brand positioning to life online. Designed to provide more talking points between Aspen and brokers, the impetus behind the new brand demands rich and varied web content, delivered in engaging formats to encourage sharing.
It seeks to highlight the value that Aspen puts on the knowledge and expertise of its individual consultants by including opinion and thought pieces written by its own professionals on industry hot-topics.
True conducted a detailed planning and research phase with extensive stakeholder interviews involving over 70 key individuals from within the business. This informed the priorities for the website and the new information architecture design.
True’s stakeholder sessions uncovered the most desirable and relevant content and preferred delivery for Aspen users. A structured content strategy and customised EPiServer content management system was then developed to meet them. Their new CMS includes SEO, intuitive search, global reusable content, HTML5 video integration and RDF tagging.
“With Aspen , we all bought in to a core thought, and have been able to take it seamlessly into every medium. We are now planning PPC, display and email campaigns to support the launch of the new brand and the ongoing Aspen recruitment drive,” said Lindsey Richardson, account director at True.
“We are also working with them to exploit the full potential of social media. Watch this space.”