ND14 - Holly Ellis
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The Gazette, a publication established in 1665, underwent a digital transformation over 18 months to modernize their services and ensure success in a changing digital environment. The transformation involved simplifying processes, developing an extensible online platform with over 40 developers, and engaging over 100 customers to shape the changes. The transformation was a success, resulting in high customer satisfaction, new relationships and awareness, increased usage, and significant cost savings. Lessons learned included taking stakeholders on the journey of change, being bold in the vision, and failing fast during development.
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ND14 - Holly Ellis
- 2. Quick introductions Holly Ellis – Business Development Director Managed the transformation process over 18 months from strategy to go-live
- 3. Quick introduction…The Gazette Published since 1665 Public, legal, financial notices, honours, awards, military despatches Over 200,000 notices each year Used by businesses, government, citizens
- 4. At 31st December 2012… Successful publications Served a purpose and served it well Well known, highly regarded by industry Changing environment The Gazettes needed to change to grow and be successful in a digital age
- 5. Our vision …Easy-to-use services will have simplified processes, enabling more people and organisations to benefit from the accuracy, permanence and authority that recording and sharing information through the Gazettes provides…
- 7. 15 months, 40 developers, 100 customers: Modernised image Online first Extensible platform New market strategies New commercial models Customers, users and key stakeholders informed and shaped change at every stage
- 8. Successes High levels of satisfaction New relationships Increased awareness and use Significant savings
- 9. What we learnt… Take people on the journey with you Be bold Fail fast
Hinweis der Redaktion
- Changing environment – policy, legislative, digital by default On click - The Gazettes needed to change to grow and be successful in a digital age….. Link - And we created a vision to do just that…..
- I mentioned earlier that The Gazette has been a successful publication for nearly 350 years, we want it to continue to be a success. Our vision for The Gazette is that: a wider number of business, organisations and individuals will gain value from publishing notices in The Gazette and we will open it up allowing a wider range of notice types and subject areas to be published. It is viewed as relevant in a modern digital age it’s unique proposition will be widely understood – a permanent, official source of information, published by authority. It’s future will be protected by continual growth and innovation ultimately enabling more people and organisations to benefit from this unique source of information. Link - Key to delivering this vision was to develop an in-depth understanding of our customers and taking them on a journey with us and developing the services specifically to suit/fit their needs today…..
- We did that through… Go through each item briefly elaborating Link - And it was through this process of developing understanding that we unpicked and recreated hundreds of years of history to deliver what our customers need today, and what we needed to change to allow The Gazette to grow…continually
- New image – whilst seen as trusted and authoritative and recognised by specific sectors the brand suggested geographical relevance and was dated. We introduced an over-arching brand and modernised it to ensure a wider appeal and moving away from what had been referred to in some of our testing as old-fashioned, fusty and niche. Online first– significant change from print to online publishing – speeding up processes, demonstrating shift to online public record – primary source of trusted information – permanent record. It’s not a newspaper. Platform – we built a new submission and publishing platform on an open API, migrating all content and displaying it in a way customers can make best use of. New search facility, opportunities to integrate, access to re-use and re-purpose data, social media integration and more. Through this platform we have provided users with choice as to how to submit and receive data – learnt through the Customer insight programme: Some want print, some want feeds, the platform is constructed so we can deliver it any which way, including via: an App, newsstand, RSS feed, bespoke data feeds, bespoke printed outputs. This development wasn’t just about digitising but about finding the best way to manage the process of publishing notices and delivering it in formats customers want today. The platform has been built with the five year growth strategy in mind, ensuring The Gazette stays at the forefront of modern, innovative information delivery. Market Strategies – open up The Gazette to new markets – wider awards, wider public notices. We include potential markets and users in the process to ensure it’s now fit for new markets. Commercial models – customers save when they publish online. Driving customers to take up online publishing. Last year we delivered a saving of 1.4m to public sector notice placers through this new model. And all other data can be used and taken from the site free of charge. Click - Our customers, users and key stakeholders informed and shaped these developments at every stage. Link – And it is through this that we achieved ….
- High levels of satisfaction amongst advertisers - 95% at the beginning of the year New relationships Increased awareness/use – web stats are up, SEO is improved, wider recognition in industry, awareness of the proposition of The Gazette is up from 43% to 77% amongst customers. Savings - £1.4m saved to PS in 2013 other savings have been provided to organisations allowing them to access information through a wider range of channels free of charge..
- Take people on the journey - People are ready for change even those with the most embedded processes supported this change, taking on them on the journey, helping to understand why helped this project enormously. Be bold – From print publishing to online publishing - shifting focus so definitely was a bold move. We could have kept it as it was, but we didn’t, we had an opportunity to change The Gazette, to un-pick and challenge the history and we did just that, setting it up for the future. Fail fast – not all our strategies worked first time, not all our customers wanted what we thought they might. We recognised this quickly through our engagement with customers throughout the process and we adapted and used an agile approach to our development. We invited customers and stakeholders to shape this development – provided them with choice and this is what they said….<link to the user panel video as the closer>
- High levels of satisfaction amongst advertisers - 95% at the beginning of the year New relationships Increased awareness/use – web stats are up, SEO is improved, wider recognition in industry, awareness of the proposition of The Gazette is up from 43% to 77% amongst customers. Savings - £1.4m saved to PS in 2013 and then generalise about other savings made through open up the information.