Brooks & Bolt Communications' review of Destination Design Firm WATG's website and social media presence in June 2012. Includes SWOT and Recommendations.
2. Assessment of Channels
Reviewed from 3 perspectives:
Industry professional.
Non-American / marketing perspective.
SWOT Analysis.
3. The Architect
First impressions:
• Sensational design, very impressive look, good design
experience, appears world class organization.
Digging deeper:
• Communicates resort destination and big hotels in layout,
messaging, images, throughout.
• Credibility not built in reader’s mind for other disciplines.
• Too many big projects “crowd pleasers” prominently
listed in portfolio.
• Site lacks personality in key developmental areas.
• Didn’t feel navigation was intuitive enough in places.
4. The European
• Culture section communicates strong American identity.
• Language used could be more international throughout.
• Lacks personality – no humans immediately apparent.
• Awards have no specific area on site.
• Mismatches between quality of content presented and
the professional look of the website.
• Corporate Social Responsibility message lacking (big in
Europe)
5. SWOT Analysis - Highlights
WATG.com Social Media
Strengths Average 4 -5 pgs browsed/visit; Twitter 2-way engagement; Good
Good SEO; Impactful images. use of different content. Presence
Consistent Branding. Up-to-date. on all 3 major Web 2.0 platforms.
Weaknesses Portfolio search options confuse; Sporadic activity; Web 2.0 tools are
lacks a human face; mixed 2-way – Facebook lacks audience
messages, some content engagement; YouTube channel
presented mismatches brand. needs focus and more content.
Opportunities More downloadable content; tie- Interoperability between different
ins between different parts of a channels; more frequent posts on
integrated campaign; site all platforms; exploit Internal
structure review; refreshed front communications opportunity; more
page; refocused messaging. us of YouTube video content.
Threats Future SEO algorithms; Budget Low risk of reputation attack –
allocation versus ROI. advise monitoring.