Managing a microsite build for their key product launch of the year
The brief: get up and running fast
The Carbon Trust – the government body charged with reducing carbon dioxide emissions from UK businesses – was launching a new emissions reduction scheme. It needed a strong online presence to capture potential participants.
Step 1: recruit an agency
The Carbon Trust didn’t have a team of in-house developers – they relied on external agencies to develop their digital estates. So Echosix director Kieran Wyatt acted as the CT’s web project manager. He scoped and wrote the microsite brief, put it out to tender and managed the entire procurement process. The winning agency needed to demonstrate design and tech muscle but also be absolutely sure they could meet the cast-in-stone launch deadline (and tight budget).
Step 2: manage the build
Following appointment of the winning agency, designs came first and we helped the agency get these approved by senior members of the Carbon Trust. We kept a tight rein on the development process, ensuring key milestones were met and that specific challenges were overcome.
Step 3: testing and editing
We oversaw a comprehensive user-testing phase and a complicated editing phase (dense technical information). We also ran user focus groups, trained staff in how to use the content management system to implement future updates and rationalised reams of content on the main site for use on the microsite. Long hours and late nights ensured the site met with organisation-wide approval.
Step 4: launch and beyond
The site launched to national fanfare and intensive media interest and received a huge spike in visitor numbers (which, thanks to extensive traffic planning, it managed without a hitch). The launch of the Carbon Trust Standard was the organisation’s most successful new product launch since inception, exceeding all targets for visits and lead generation.