Chris StrebelChris StrebelChris Strebel
Chris StrebelChris StrebelChris Strebel
After 15 years on the same CMS, who.int (one of the worlds most important website) was deteriorating; suffering multiple downtimes, sluggish performance, and providing an overall poor user experience to those persons and governments that accessed it. This called the need to upgrade and migrate it onto to a more modern and fit for purpose CMS. After a formal RFP process, Sitefinity was the chosen CMS. Such project of this scale and importance required help to raise and manage the $4.8 million USD budget needed for the revamp project. In addition, with WHO staff at full capacity, I had to hire and lead the team of 15 consultants to migrate the 180,000 pages onto the new CMS, IA & design. As well as that, with 100s of editors publishing content every 90 seconds, and unique visitors reaching 1.4 billion in 2020 alone, we worked with Microsoft to migrate the entire website’s infrastructure onto the Azure Cloud to ensure the latest health information was being provided to the world, with no downtime! This was an amazing project to have been part of, made even more interesting to have carried out during COVID-19!
Having worked on similar scaled projects, I estimated the cost of the project and then worked with WHO stakeholders to create a compelling business case to justify the reasoning for the multi-million dollar project. This business case was put forward to WHO’s Global IT Fund, and thankfully approved. Over the 3.5 years, this budget was tightly managed, with all anticipated costs falling into range of the initial estimate.
As there was not much capacity in- house to carry out the migration, as the project manager I had to find resources that would. This led me to personally search for and hire multiple consultants, as well as run a number of official RFPs that on-boarded leading vendors that would assist us design the new IA and UX of who.int, as well as provide the “hands to keyboard” support to migrate the content of the 180,000 webpages.
Having the right team in place, we worked relentless with relevant WHO stakeholders to migrate content from the 180,000 pages. This was prioritised in order of importance to the public based on analytics. As old content was migrated, those previous parts of the old CMS were shut down. Content was continually assessed to see if it was still up to dates and in many cases content was adjusted so it would fit the new IA and UX. Generic content was automatically scraped and tagged appropriately. All in all, over 100 websites across the WHO ecosystem (3 regions, 74 countries and multiple partnerships) were migrated!
During the pandemic, the website received traffic in excess of 1 million visits a day. That, combined with the 100s of content editors publishing content every 90 second meant the website was under immense pressure to stay up and working. Microsoft noticed that the website was sitting on a sub-par infrastructure, and offered to work with the WHO website project team to create a state of the art system that would maintain 0% content-authoring downtime,100% CI/CD automation and 100% automation towards multi-channel content-delivery. Over 5 months, I worked as the scrum master to lead the team of engineers across Microsoft. Progress and WHO to migrate and delivery the website infrastructure from AWS to the Azure cloud.
It is a massive achievement to PM the move one of the largest, most complex international websites in the world. It is all the more impressive when one considers this was done during #covidー19 when the website traffic went viral with1.3 billion visits (for 2020), a 700% increase. To ensure the website was not crushed by the weight of this new traffic Anoop worked closely Project Managing a team from Microsoft and the internal WHO servers’ team to move the WHO web architecture to the Azure Cloud.
Anoop positivity, results driven attitude and ability to work across diverse teams was key to the success of this project. As a result, I highly recommend him for any organization thinking of embarking on a digital transformation project.
ING Bank decided to re-launch their Wholesale Banking website in-line with the new brand identity they created post the financial crisis. Existing copy on the previous website was out of date, did not effectively tell the bank’s “new story” and was not optimised for the web. To ensure they successfully launched this project, ING invited me to join their Global Marketing & Communications Team in Amsterdam. By working with multiple stakeholders across the business, such as country managers and chief bankers, I led the creation of all the web copy for all the financial products and country pages. Once this was created, I worked with the relevant individuals and teams to get the necessary approval and migrated this content onto the new CMS platform (Umbraco).
Working under a tight deadline, I first worked with key stakeholders around the business to establish what general story all web copy on the new site should tell. After this was established, I led the creation of copy for all financial products and country pages which was on brand, on tone and optimised for the web.
One of the key value propositions of the new website was to not only project ING’s new brand image, but also build relationships with clients through the sharing of valuable knowledge. To enable this I used research available within ING, as well as externally, that would add value to the content for the bank’s audiences; for example, did you know half of Mongolia’s external trade is with China and comprises mostly of copper and coal 🙂
Once all content gaps were filled, I began the migration of content from the old to new CMS (from SmartSite to Umbraco). This consisted of the upload and publication of text, images, meta tags, descriptions, hyperlinks and other online media.
As the website was moving to a new CMS (Umbraco), training across the bank had to be provided. The easiest way to achieve this was through the publication of a series of video tutorials. Being a native English speaker, I assisted with the script and narrative of this.
The International Baccalaureate®
Revamp content on 300+ pages in 3 languages for new public website.
Education for a better world.
The International Baccalaureate® (IB), a leader in global education, were re-launching their public website. The content on their former site was out of date and not optimised for the web. I joined the IB’s Marketing & Communications Team in the Hague to help them present a clearer story about themselves to their global audience through their new site.
Looking at the existing content, I first identified what content needed to be revised, created or migrated in accordance with the new architecture and marketing message. With new and revamped content identified, I planned how I and the team would work with the organisation to full fill the content gaps. Project deadlines, business resources and content processes (such as approvals and translation) were all taken into consideration to ensure this project was successfully launched on time.
Working with existing marketing research and resources around the IB’s brand, I established what tone of voice should be used for all future copy on the website. This ensured the message around the brand and the organisation’s values stayed consistent going forward.
Building on top of an initial site architecture which consisted of the top level menu, I expanded this to create the complete sitemap and information architecture that took into account all audience’s content needs as well as an optimised user experience.
As the new content for the new website came into existence, I proceeded to get this content approved by the relevant individuals across the organisation and then transferred it over to the new CMS.
Leading Computers are a well established IT service provider having served their community for over 20 years. To help retain and procure new custom, I helped Leading Computer’s revised their brand image. Through local and independent research, I created a new brand which represented ideals most important to IT consumers: simple, friendly and affordable IT help. This brand, and it’s values, were than passed over to an array of marketing collateral which I created, including a new website, logo, revised shop front, web animation video, business cards, leaflets and an SEO/PPC campaign.
Find further information on some of the key elements of this project:
Taking a look at what was important to their consumers, I implemented a brand which reflected values most important to the market; clear, friendly and affordable computer repair services. I completely implemented this brand from A to Z, which included a complete interior & exterior revamp of their business premises, a new content managed website, company logo, web animation, business flyer and business cards.
A new content managed website was made which reflected the values the new strategised brand wanted to reflect (easy, friendly & affordable). The website facilitated these qualities with an online diagnosis and quote form, a price list for common issues, instant booking form, information on common faults and a web animation.
With traditional forms of marketing remaining important, I created a print ad for Leading Computers, which was used in local newspapers and a leaflet drop campaign. This ad was too the point and provided readers instant information on common services and prices provided by Leading Computers.
With video marketing and content increasingly becoming an important part of the marketing mix, I made a video promoting Leading Computer’s USPs and services. The story of this animated video projected commons needs of consumers in the local area, and how Leading Computers addresses these. The video was used on Leading Computer’s new home page, and for a YouTube video campaign.
Once the new site was launched, the website was promoted on the leading search engines with the use of an search engine optimisation and pay per click campaign. Search key word terms that were implemented into this strategy were
ANOOP Communications recently helped Omega Children Services (OCS) help thousand of more children with neurological and neurodevelopmental disorders by assisting OCS tell their story! Through the creation of a fresh identity, and a company website, OCS are “growing more potentials”.
Being a new business, Omega Children Services needed assistance creating the image they wanted to launch with. Being a specialist in children’s healthcare formed a path to building an image oriented around being “family-friendly” and “developing the potentials of children”. These values were than transformed into the company’s logo and website.
Once the brand values of being “family-friendly” and “developing potentials” was established, these were transformed into the company’s logo and website. Taking a look at the website you can see web elements, text and imagery which hit upon these values.
Having a website is one thing, but knowing how to update it is another. ANOOP had the pleasure of providing training to Omega Children Services staff on updating their website via the WordPress content management system.
Driving traffic to any website is a fundamental part of its success. To help achieve this, ANOOP launched a search engine optimised and pay per click campaign for Omega Children Services. Keyword terms included:
My Physio corp were establishing their first flag ship store in London, England, and approached ANOOP to help them establish their initial marketing identity. ANOOP had the pleasure of creating their logo, website and other marketing collateral.
Being a new company, My Physio needed assistance with the launching identity of its brand to market. Once created, this was carried through to the creation of a company logo, website and leaflet.
ANOOP had the pleasure of creating something a little different for My Physio; a one pager website. As opposed to traditional websites that structure their information on to separate pages, one pager websites make the use of new web technology thats creates a floating menu bar, which allows you to structure all information onto a long but sectioned page. Using new web technology also helps reinforces the brand’s new identity.
ANOOP worked intently with My Physio to create a logo which best represented the brand’s initial identity. This process required providing My Physio with an array of initial options and working closely with them on adjustments and alternations until a final logo was created. This logo was used through out the company’s marketing, which includes its website, business cards, clinic bill board and advertisements.
In addition to creating the company’s logo and website, ANOOP assisted My Physio create a flyer for their print media campaign. This flyer incorporated creative copy, optimal information layout and professional imagery.