STB Corporate Website Revamp
Website Revamp & Content Strategy for Singapore Tourism Board’s Corporate Website
The Client: Singapore Tourism Board (STB)
The Brief: To conduct a comprehensive content revamp and strategic replanning of the of the Singapore Tourism Board's corporate website (STB.gov.sg), specifically to facilitate a seamless porting to Isomer, the designated new Content Management System.
My Role: Pitched for and led the revamp of the website, encompassing strategic planning, content development, and execution oversight.
The Impact
Spearheaded the successful pitch, securing a S$185,000 project win for the agency. The project delivered over 100 pages of refreshed, SEO-optimised content, laying the foundation for enhanced digital engagement and improved search visibility.
Testimonial from the client:
“(Agency) provided exceptional service in copywriting and designing our corporate website. Their expertise in advising on best practices was invaluable. We adopted an agile approach throughout the project due to changing platform requirements, which impacted deliverables. (Agency) seamlessly adjusted and was undaunted by these changes.
Despite delays beyond our control, they adeptly managed diverse writing styles and considerations. (Agency) was accommodating, professional, and reliable, consistently meeting deadlines or informing us in advance to adjust plans. (Agency) are undoubtedly a value-adding vendor and a beneficial asset to any government agency.”
Key Contributions & Responsibilities
Overarching content approach presented in the STB website revamp pitch.
Pivotal Pitch Leadership: Spearheaded the successful bid by developing the SWOT analysis, proposing the overarching content strategy and approach, defining the website's new tone of voice, and crafting compelling rewritten content samples for the pitch deck. This resulted in securing the S$185,000 project.
A view into the detailed tracking document to manage end-to-end content delivery.
End-to-End Content Execution & Oversight: Directed the entire content delivery phase for over 100 website pages. Developed and managed a detailed tracking document based on the information architecture, ensuring comprehensive content coverage.
Team Leadership & Quality Assurance: Collaborated closely with writers, providing guidance on page planning, and personally handled all editing and proofreading to ensure high-quality copy.
Client Advisory: Provided expert guidance to STB on SEO best practices and optimal page layout to enhance user experience and engagement on the new CMS.
Iconography Project Management: Oversaw the creation of custom icons, ensuring perpetual rights for STB and delivery of working files.
