Transforming Equiniti Group's Digital Presence and Content Marketing Strategy
The Challenge
Equiniti Group, a UK leader in financial and regulatory technology services, faced challenges across its digital landscape, from consolidating multiple websites and disparate CMS systems to aligning marketing efforts for a cohesive user experience.
EQ (Equiniti) provides technology, administration, processing, and payment services to over 70% of the FTSE 100. Facing challenges in consolidating its digital presence and aligning internal marketing strategies, EQ sought to unify its digital platforms and develop a cohesive content marketing strategy to meet the diverse needs of its user base.
They engaged Etch to centralise and enhance their digital ecosystem, creating a streamlined and user-centric platform. This case study demonstrates the power of enabling mature businesses like Equiniti to address complex digital challenges, streamline customer experiences, and drive impactful outcomes.
- Consolidating 20+ websites into a flexible, scalable platform
- Relocating and standardising content management systems to Umbraco
- Aligning marketing activities and messaging across departments for a cohesive user focus
- Developing a digital strategy and content approach to unify the group’s messaging and reach
The Solution
Using the Etch’s proven approach and methodologies, we addressed Equiniti’s challenges through a structured, step-by-step process:
- In-depth Discovery and Digital Strategy Vision Leveraging insights from competitor analyses, user research, and surveys, we identified areas to consolidate Equiniti’s digital presence and prioritised solutions to meet user needs and business objectives
- Experience Design and Modular Development A responsive, modular design system was created to provide flexibility across all platforms. UX and design teams collaborated iteratively to ensure the final product was adaptable, future-proof, and aligned with Equiniti’s brand
- Content and Platform Transformation We consolidated 25+ websites under Umbraco, providing a unified CMS that improved efficiency and content management across the group. A strategic roadmap and a three-year editorial plan guided content management and editorial consistency across channels
- Capability Building and Stakeholder Training Through collaborative workshops and agile sprints, we trained internal stakeholders on the new CMS approach and digital strategy, fostering long-term adoption and alignment
Thank you for all your hard and extremely thoughtful work, I can’t wait to see the results. This really is a step change project. Etch has enabled us to create a group-wide digital and content strategy that includes key recommendations, practical deliverables and ideas for content that will resonate with those in our industries. The whole team is excited to implement and take our marketing approach to the next level.
— Kathryn Earnshaw, Marketing Director EQ
Impact
Through their CX transformation with Etch, Equiniti realised the following transformative results:
- Cost savings exceeding £300,000 in site launch costs, with annual savings of £75,000
- Increased efficiency and flexibility in managing digital assets
- Enhanced customer experience, reinforcing brand trust and usability
- Alignment of marketing efforts, resulting in a more unified voice and improved customer journey
Achievements
Completion of a comprehensive digital and content strategy
Successful migration of 25+ websites to Umbraco, with seamless integration of content across platforms
A successful website reskin in 2020, modernising Equiniti’s digital identity
Etch has been our digital partner of choice for five years now. The team’s breadth of expertise has been demonstrated by how they have helped us every step of the way – from the early stages of UX design through to carefully considered decisions in the development process. This has resulted in a flexible and easy-to-use framework for many of Equiniti Group’s websites.
— David Hudson, Senior Digital Manager at Equiniti