Responding to a brief to develop an industry leading website that provides ‘a highly engaging and interactive sustainability experience’ and ‘appeals to our key audiences and gives them a reason to keep returning to the site’, www.stnlive.info/ involves rather than targets Carillion’s main stakeholders.
‘A Carillion plc initiative’, STN acts as a portal for sustainability content generated by - and of interest to - the industry. The website publishes articles, comment, opinion, interviews, talks, presentations and case studies from journalists and contributors from across the sector, as well as Carillion’s own content. CIB identified a gap in the market for a website such as this. There was no widely recognised ‘go to’ website dedicated to information or inspiration in this area.
The strategy has been highly successful in engaging all key stakeholders – including suppliers, partners (including NGOs), clients, government, and Carillion’s own people - maximising the impact and value of STN as a ‘winning work’ tool.
Since its launch in November 2012 through to August 2013, the site has published 107 items, achieved over 20,000 visits, 55,000 page views and – importantly – 40% of visitors are returning visitors. Twitter followers have increased from 1,300 to over 6,500 and LinkedIn followers have grown from 14,484 to 25,000.
The ‘STN’ website and supporting campaign won the award for ‘Sustainability as a marketing strategy’ at the 2013 Construction Marketing Awards.