Complete digital assessment
Fresh Egg carried out a full discovery project to outline opportunities and make recommendations for ways in which Network Rail can use digital marketing more effectively to interact with key audience groups.
As the company responsible for running, maintaining and developing much of the UK’s railway infrastructure, including 17 major train stations, the Network Rail site must engage with a number of different key audience groups, all with different motivations and interests.
Network Rail briefed Fresh Egg to complete a full digital discovery. Our discovery process assessed how findable, usable and accessible the Network Rail website and social spaces were from the perspective of these key audience groups, particularly focusing on commuters, neighbours and MPs.
A fast project turnaround was required by a multi-disciplined team working to uncover opportunities in the digital offering, make recommendations for improvement and propose initiatives to enable Network Rail to ‘talk’ to key audience groups.
Identified target audience groups.
Analysed content and communication performing currently in search, social and other digital spaces and made detailed improvement recommendations.
Analysed search and social behaviour in conversations that involved, mentioned or were relevant to Network Rail. In doing so, we established the digital environments outside Networkrail.co.uk that digital strategy should take into account.
Stringently reviewed Networkrail.co.uk including technical and structural factors, content and social integration.
Audited Google Analytics implementation for accuracy and evaluated both basic and advanced features.
Analysed historic/current performance including mobile traffic levels, marketing channel performance, and user activity on the site.
Investigated and assessed wider digital marketplaces to locate relevant channels in which to engage with key audience groups and influencers.
A comprehensive, multi-document report broken into pertinent sections for key project stakeholders
Clear presentation of critical information on how to engage with key audience groups
Delivery of compelling demographic information taken from Google Analytics and cross-referenced with normalised census data to demonstrate how the Network Rail audience differs in search habits throughout the UK, allowing the team to consider the creation of regional targeted campaigns
Network Rail is able to use digital more effectively to interact with key audience groups and present information that suits the intent of the site visitor at each point of their path.