Addressing target groups effectively internally and externally
The industry organization Interpharma realizes their digital strategy for internal communications and public relations with Dimando since 2011.
TitleCampaign optimization through algorithms in online auctions
Challenge
Associations' communication takes place in a demanding environment. The target groups also expect to be informed in dynamic online channels and to find their contact persons themselves. Corporate communications reaches much further than classical relationship areas.
Approach
Based on a three-year strategic phase-plan, Dimando, in cooperation with the agency Basel West, implemented a web-relaunch, a newsroom for industry media and politics, as well as an extranet for the communication departments of all its member companies. A platform independent content management system (Drupal) was evaluated with the team of editors and then implemented as an authoring tool. Integrated was also a custom configurated CRM to handle customer activities. It was imperative for management to combine flexibility with modularity. That way, the instruments were able to be adjusted to fit the strategy and are able to grow with the demands in the future, scalable and expandable.
The offerings meet with a high degree of acceptance and convey the credibility essential for public relations. Last but not least, the editorial team benefit from tailored PR controlling that interacts seamlessly with its own tools and procedures.
TitleBenefits
Optimized processes
Interested members of the public, specialised journalists and media receive high-quality industry information. The association leadership uses the medium to focus official comments and lobby work; the communication and PR directors of the member companies exchange ideas on internal project forums and prepare campaigns in an optimal work format. Achievements and concerns of the companies in the industry are exchanged on a daily basis.
Effective Communication
Evidence-based PR controlling allows the editorial team to link short and medium-term feedback from the opinion market to the long-term handling of topics as part of its issue management.
Higher productivity at lower costs
Together with the editorial team Dimando reviewed previous editorial processes and defined a new process model suitable for use online. This was introduced in a training session, and the users are developing it further independently. This achieved an important economic goal: A high degree of flexibility with low operational costs.
