Slough Borough Council - Branding & Website

Challenge

Slough Borough Council wanted to develop an inward investment website to attract businesses to locate in the town. As well as promoting the key strengths of Slough ie its proximity to Heathrow airport, great access to major motorway and rail networks, its skilled workforce, the challenge was to ensure the website did not have the appearance of a public sector website.  

Thinking

A lot of businesses have made Slough their home. Hence our strapline. Our economic research revealed that ‘like attracts like’ ie before locating to an area, prospective companies will want to see who is here already. If their competitors, peers, service suppliers or trading partners are here, then it makes a good case for them to be here also ie logistics, recruiting the right staff etc. Our proposal suggested we leverage off this, and interview the heads of the top 10 businesses in Slough and get them to give their own rationale about why they chose Slough. We would turn these interviews into human stories, rather than dull case studies, and these would form the compelling backbone to our website. Thus creating a platform that did not look or sound like a public sector site broadcasting, because the businesses already here provided that credibility. 

Result

To this end, we interviewed leading decision makers at Slough’s most profile businesses – O2, Lonza, Segro etc – to get their stories, which we recrafted. We then developed a website for Slough Borough Council using responsive technology allowing the site to be viewed seamlessly on desktop, tablet and mobile. Responsive design clearly displays all key messages and calls to action and is device cross compatible allowing the greatest reach. We continue to optimise and provide quarterly SEO.

What we did

• Brand
• Stakeholder interviews
• Business interviews
• Business Stories
• Brand writing
• Responsive Website
• Web Optimisation
• SEO
• Translation to Chinese Mandarin 

• USB Branding and Coding