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Cystic Fibrosis Trust revamps digital with ClearPeople

Cystic Fibrosis Trust (CFT) has had its website and digital strategy revamped by ClearPeople following an internal review, which acknowledged that it needed to put more emphasis on its digital offering.

The charity has had an ambition to be ‘digital first’ not only via its new website but also by changing its culture and infrastructure to make sure the whole business knew that digital was core to its success.

CFT identified the need to invest in digital the nature of the condition meant that people with cystic fibrosis can’t meet physically due to risk of cross-infection so it was fundamental that the Trust provided digital services, information and a means of communication for both carriers and also employees and volunteers of the Trust.

ClearPeople first worked with the Trust to detangle its hosting infrastructure and move to Microsoft’s Azure Cloud system. This shift enabled the Trust to deploy a scalable and future-proof infrastructure quickly at minimum cost, providing a new way of working for its employees and volunteers. It also introduced a SharePoint intranet homepage and introduced Yammer, to make it easier for people to work remotely on multiple devices with a single-sign on access to documents and resources.

Lucy Semmens, director of strategy and performance at the Cystic Fibrosis Trust said: “This internal project was an integral part of the Cystic Fibrosis Trust’s transformation to ensure it’s in the best possible shape to help transform the lives of people living with cystic fibrosis. Last year everyone was fixed to a desk without document management and little remote access. To say that this has increased productivity and efficiency for the Trust would be an understatement. We are very proud of how far we have come and are looking forward to building on this in future.”

Using the Sitecore web CMS, the charity is able to personalise content based on each individual user’s journey. In the longer term, its vision is to create a “single customer view” whereby they are able to record, combine and use both offline and behavioural information about individuals with whom they are in contact to deliver more targeted and relevant communications.

The new website will work seamlessly across desktop, tablet and mobile devices, enabling users to more easily donate and register for news and events. The new website puts video and imagery at its heart, facilitating higher engagement and sharing of content. CFT and its users are therefore able to create more compelling interactive stories that speak personally to the Trust’s audiences.

ClearPeople is now working on an internal and external digital communications plan.

MC

Mairi Clark

Ex-editor of The Drum and various other marketing and advertising titles. Specialise in branding, marketing, advertising and social media. Have worked in digital since 1993.

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