Challenge
The International Paralympic Committee (IPC) wanted a trusted agency to analyse the existing and potential users of their website, Paralympic.org. The insights uncovered would guide a new website design, and long-term content strategy.
Aims
The IPC wanted to:
1. Understand the varying needs, interests, and online behaviours of multiple stakeholder groups
2. Use extensive insight to guide the design a new website and develop a long-term content strategy
Solution
Redtorch conducted a full analysis of multiple stakeholder groups including fans, athletes, coaches, NPCs and commercial partners. A survey was created, distributed and analysed that generated significant insights to shape future strategies. This was combined with an extensive social and digital audit to provide actionable recommendations for the IPC.
Outcomes
The insights generated identified different tactics that could be adopted by the IPC to engage and grow audience across all digital platforms. The insights were also used to inform the IPC’s website brief, which enabled ATOS, an IPC Worldwide Paralympic Partner, and the IPC’s website development agency to design and build a website that met the needs of each stakeholder group.
