For a Middle Eastern Government agency

Business need

  • A Middle Eastern country was struggling with an influx of negative information in the public domain.
  • In an attempt to deflect from its negative image as a business destination, the Government agency was looking to create an encyclopaedia to position the country in a positive light.
  • Through its launch, it wanted to serve consumer demand effectively by becoming the prime source of quality information about the country for its diverse global online consumer segments.
  • It wanted to balance the negative information found via internet searches.

To create a country encyclopaedia to present the region in a positive light and become the primary source of quality information about the country

The client outlined two key reasons for selecting RocSearch:

  • Our ability to rapidly deploy customised teams with the necessary skills
  • Our strong country benchmarking experience and flexible client-centric engagement models

Approach and Methodology

  • Our strategic advisory team conducted a digital scan of the G20 countries to identify relevant success stories for the client.
  • We subsequently evaluated national portals on multiple parameters such as content, linguistic coverage, content update frequency, brand impact, strategic necessity, and uniqueness of culture.

We shortlisted and benchmarked a diverse set of 8 countries. These countries were profiled, investigated and analysed for their key concepts and best practices.

  • The team analysed search keywords related to the client country and identified content themes for key consumer segments, including individual as well as business users.
  • We identified languages that the client should cater to and which would be most effective to address objectives.
  • The top 3 countries that could serve as a good reference for the proposed encyclopaedia were shortlisted and profiled.

Business outcomes

  • A rounded view on the best practices of various countries
  • Critical learnings and recommended strategies for developing the client’s encyclopaedia, website and social media
  • A useful reference point from a governance, financial viability and strategic branding perspective

The multi-level benchmarking study enabled the client to identify the most optimal models (and their associated benefits) to revamp the country’s image and global positioning.

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