MOVING THE BANK

Good writing is like a good windowpane.”
George Orwell, English Novelist

THE CLIENT

ING Wholesale Banking

THE TASK

Revamp and migration of content for global website relaunch.

THEIR STORY

How can we help you?

Used Skills

Copywriting
Content Migration
Project Management
Content Strategy

About 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 Existing copy on the previous website was out of date, did not effectively tell the bank’s “new story” and was not optimised for the web.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).

What ANOOP Did

  • Led copywriting for all product and country pages
  • Worked with chief bankers, country heads and research departments to create fact-based copy
  • Migration of content onto new CMS (Umbraco)
  • Trained relevant stakeholders on how to operate new CMS

Project Highlights

LEAD COPYWRITER FOR PRODUCT & COUNTRY PAGES

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.

INTERNAL & EXTERNAL RESEARCH

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 🙂 

CONTENT MIGRATION

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.

CMS TRAINING

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.

What It Took

3

Months

133

Black Coffees

Visit the New ING Commercial Banking Website

What They Say About Working With ANOOP

Bert Panneman

External Communications Manager at ING
“During our cooperation to get a new website live, I got to know Anoop Chana as a driven, through-thinking and in particular very social person. Anoop is able to make connections with and between people very easily. In a word, working with Anoop is an extremely positive experience.”


Kees van Seuren

Webmaster, ING Bank
Anoop Chana knows to put his knowledge of marketing and marketing communications into practice in a professional way. He easily gets to the heart of the matter and sees to it that his projects are delivered in time. His positivity and entrepreneurial spirit qualify him both as a pleasant colleague and stimulating partner in business.


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