Full Digital Ecosystem Review

A full, digital ecosytem audit to for a 60 year old non-profit
D&AD are renowned for representing global creative, design and advertising communities, celebrating brilliance in commercial creativity.

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D&AD is a non-profit advertising and design association established in 1962 by a group of designers and art directors including the likes of David Bailey and Terence Donovan.
D&AD exists today to stimulate, enable and award creative excellence in design and advertising with its membership representing creative, design and advertising communities worldwide.
Filter Digital were commissioned by D&AD in 2017 to review and produce a full audit of their digital ecosystem, in order to make recommendations for future marketing activity and platform management.

Objective


D&AD were encountering some challenges around legacy technology, providing optimal front-end experiences and administration of entries, specifically related to their annual online awards.
The overall objective for conducting the audit was to provide D&AD with an objective view of their current digital ecosystem; to best inform them to make future decisions about their ongoing approach to digital and digital strategy

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Approach


The team at Filter Digital set about utilising our vast experience and expertise to assess the tech infrastructure and processes in place.
We interviewed team members across a variety of disciplines to understand current restrictions, challenges and opportunities.
We also reviewed current digital marketing performance, quality of code/systems in place, as well as reporting mechanisms and day to day ways of working.

As part of the audit, we completed the following tasks:

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  • Visual representation of the digital ecosystem
  • Review of current CRM engine and user accounts
  • Analysis of current inbound traffic patterns
  • Report of key stats relating to sales, memberships
  • Review of current outbound marketing
  • Review of content plan
  • Review of current CMS platform/s
  • Review of tracking setup and reporting structures

Recommendations


Upon completing and presenting the view to management and the wider marketing team, Filter were able to define and complete a number of short, medium and long-term tasks to propel D&AD’s online offering:

  • Recommended changes required to digital ecosystem
  • CRM Engine modifications to user journey
  • Short-term fixes/improvements to digital UX
  • Improvements to reporting structures
  • Areas of 3rd party integration requiring attention
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