The Challenge:
- Arctic Basecamp, a climate campaign charity based in Amsterdam, focuses on raising awareness of the impact of Global warming and climate change on the Arctic – “What happens in the Arctic doesn’t stay in the Arctic”.
- To support their mission, the Arctic Risk Platform was developed, an interactive website product that collates scientific data to show the impact of a warming Arctic and “Speaks Science to Power”.
- The platform was well respected within the Arctic scientific community, but it needed to reach a wider audience of businesses, global risk partners, media and communities to develop the platform and raise the profile of global risk from the Arctic.
- It needed a stakeholder engagement strategy to support product development and strategic communications aimed at engaging stakeholders and audiences.
- Duration of the project 2 days per week over 4 months
Solution and Delivery
- Research and map key Stakeholders focussing on external stakeholders to help drive forward the Arctic Risk Platform product; mapped stakeholders into a Power-Interest Matrix.
- Enabled Arctic Basecamp to pinpoint high importance organisations and individuals to target.
- Key stakeholders’ goals and interests were characterised into personas.
- The value proposition for each persona helped drive forward the product development strategy.
- Built a strategic framework for stakeholder management and developed a manageable feedback framework to test product enhancements.
- Encouraged use of stakeholder surveys pre and post development, small demo groups and prototype testing within the feedback loop process.
- Strategic communications plans developed for existing full time and new part-time and marketing intern staff to execute for the promotion of the Risk Platform.
- Increased use of organic and paid digital advertising inc. Google Ads grant, social media and SEO was key to driving traffic and engagement to the Arctic Risk Platform.
- Assets developed for each stakeholder group and persona.
Outcome
Rebranding of Arctic Risk Platform to Global Climate Risks
creation of personalised hubs for stakeholder groups: science, people, business, policy & media
Real-time global risk updates
powered by A.I.
Increased traffic and engagement
through social media platforms and website
Framework for stakeholder engagement
Personalised for each group based on personas
"THANK YOU! If we get the product right our emerging product strategy will achieve more dwell time and engagement with the site. Thank you for the insight and guidance. Amazing!!!!!"