Case Studies

Embassy Services< Embassy Services

Industry: Facilities Management

Platform: Online

Project: Corporate Website

ESPL is a leader in integrated facilities management (IFM) services.

Prashant Chandra

General Manager – Marketing & Communications

“Rite KnowledgeLabs helped Embassy Services revamp its website www.embassyservices.in. The team was assigned the project on a turnkey basis and was responsible for the website ideation, content writing, designing and technology development. The team's ability to research and grasp concepts of the integrated facilities management (IFM) industry was impressive. Their deep understanding reflects effectively in their writing and design. Since its launch, our new website has become one of our most valuable digital assets and garnered positive responses from all quarters.”

Highlights

ESPL was looking at creating a website that positioned itself as a strong and trusted player in the Indian IFM industry.

Rite KnowledgeLabs created a website that positions ESPL in the same league as multinational IFM players, through a narrative that highlights its wide array of services, technology focus, and extensive pan-India portfolio. Moreover, the website addresses the change of perception of IFM from a labour-driven industry to a tech-powered sector.

A sophisticated, global UI and UX design positions the brand as a professional player and makes it easy for different stakeholders to navigate the website easily.

The Challenge

In its new website, ESPL wanted to shift gears from its perception as a local IFM solutions company. Instead, it aimed to showcase its ‘thought leadership’ in IFM. The content had to position Embassy Services as a trusted player managing over 60 million sq. ft. of properties, while also communicating its key strengths and addressing various misconceptions.

Moreover, the company’s growth based on a sustainable business model needed to be demonstrated vis-à-vis the largely unorganized and non-compliant Indian IFM industry. Further, we also needed to highlight technology, green solutions and compliance adherence and build goodwill and trust for the IFM industry as a growing sector that attracts some of the brightest minds.

The Solution

Rite KnowledgeLabs created a website that was rich in thought-leadership content.

The website met four key requirements:

Reinforcing transparency and governance whilst being at an arm’s length from the parent company

Showcasing the professional leadership team led by industry veterans

Building ‘Thought Leadership’ through industry whitepapers and blogs

Attracting talent through detailed career and community sections

The Approach

Rite KnowledgeLabs conducted a detailed peer benchmarking exercise to arrive at a content and design strategy to position ESPL as an industry leader and a reputed IFM company.

Approach to Content

Approach to Content

We envisioned the website as a ‘research tool’ for the company, rather than a creative product.

We envisioned a website with in-depth content on the following 5C pillars:

We then followed a storytelling approach, with the use of strategic content across the website. Our ‘content-first’ digital approach ensured that the key messages were captured in a powerful manner across the website.

Approach to Website Content Updation

Approach to Website Content Updation

The website's content management approach aimed at regularly updating thought-leadership content on the website, including blogs and whitepapers.

As a part of this strategy, we developed blog write-ups (https://embassyservices.in/insights/blogs) and whitepapers (https://embassyservices.in/insights/whitepapers) to establish thought-leadership and engagement.

The Rite KnowledgeLabs team created the thought leadership content end-to-end right from ideation to content writing and design.

Approach to Design

Approach to Design

The User Interface Design (UID) and creative approach showcased ESPL’s key strengths in technology and managing complex large maintenance projects. The global design and deep website (72 pages) demonstrated the scale of the company, its services and its large clientele.

Visit the website at https://embassyservices.in/

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