Transforming legal education into a modern career partnership
Australian Radio Network
Transforming a radio network into a digital publishing business
Despite being Australia’s largest collection of commercial radio stations, ARN’s digital platform was lagging behind the well commercialised content publishing platforms of rivals such as SCA and Nova. The publishing mechanism was tedious, content syndication was non-existent and the platform was under-commercialised.
As such, ARN sought to reshape their online content offering and transform their business into a digitally savvy online publisher. With a relatively short development window of five months, we set ourselves a modest goal of implementing a content publishing platform for their 11 stations and growing the traffic and content engagement rates by 20% YOY.
With 80% of traffic being driven to ARN’s network of 11 sites via social media, much of which was coming from mobile phones, we undertook extensive planning phase around a mobile-first approach to defining the user experience. Site stickiness and easily transitioning the user to related content was also key. Developed on open-source CMS platform, Umbraco, the site architecture revolves around a shared content repository that content producers can publish to and from. This facilitates huge operational efficiencies and has transformed the content production team into a highly nimble publishing outfit.
"The platform has finally seen us match our survey results in terms of delivering market-leading entertainment and revenue streams."
Mobile First Approach
Prototyping Delivers Rapid Returns
Efficiencies in Design
12 Stations. 1 Solution.
Content Syndication Drives Operational Efficiencies
The content production team now create “smart” content objects which are tagged and syndicated to a selection from ARN’s stable of stations. Depending on administration access levels, these objects are then automatically published or placed into a workflow queue for appropriate authorisation.
The site is structured to allow for sponsoring of specific sections, pages, units and modules This, along with elements such as relational tagging of content modules, has driven increased commercialisation of the site, facilitating things like full section takeovers with sponsors content and ad units, all of which can be trafficked and served by their chosen media partners.
Qualitative Insights Shaped the Concept
Mobile & Social First
The Importance of Accessible Content
300% uplift in the key metrics
The platform has seen over 300% uplift in the key metrics of: unique browsers, site engagement and pages viewed, massively exceeding our initially goals and, most importantly, beating its rival SCA in every key digital metric for the extended survey period.
80% reduction in production costs
and development timeframes for each subsequent site.
Sophisticated content syndication workflows
Content syndication between sites has dramatically streamlined production efforts, leading to a far more nimble and adaptive publishing model
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