Industry: Facilities Management
Platform: Online
Project:Corporate Websites
ESPL is a subsidiary of Embassy Group, one of India’s leading real estate developers. The company was moving from being the group’s captive facilities management arm to an independent IFM player. ESPL was bringing a technology-led change in IFM which needed to be demonstrated in the website. Also, ESPL’s depth of work in the IFM sector was not known to outsiders.
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.”
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.
Rite KnowledgeLabs created a website that was rich in thought-leadership content.
The website met four key requirements:
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.
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.
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/
