Brooks & Bolt Communications' review of Destination Design Firm WATG's website and social media presence in June 2012. Includes SWOT and Recommendations.

1. Website &
Social Media
Review
Presented by:

2. Assessment of Channels
Reviewed from 3 perspectives:
 Industry professional.
 Non-American / marketing perspective.
 SWOT Analysis.

3. The Architect
First impressions:
• Sensational design, very impressive look, good design
experience, appears world class organization.
Digging deeper:
• Communicates resort destination and big hotels in layout,
messaging, images, throughout.
• Credibility not built in reader’s mind for other disciplines.
• Too many big projects “crowd pleasers” prominently
listed in portfolio.
• Site lacks personality in key developmental areas.
• Didn’t feel navigation was intuitive enough in places.

4. The European
• Culture section communicates strong American identity.
• Language used could be more international throughout.
• Lacks personality – no humans immediately apparent.
• Awards have no specific area on site.
• Mismatches between quality of content presented and
the professional look of the website.
• Corporate Social Responsibility message lacking (big in
Europe)

5. SWOT Analysis - Highlights
WATG.com Social Media
Strengths Average 4 -5 pgs browsed/visit; Twitter 2-way engagement; Good
Good SEO; Impactful images. use of different content. Presence
Consistent Branding. Up-to-date. on all 3 major Web 2.0 platforms.
Weaknesses Portfolio search options confuse; Sporadic activity; Web 2.0 tools are
lacks a human face; mixed 2-way – Facebook lacks audience
messages, some content engagement; YouTube channel
presented mismatches brand. needs focus and more content.
Opportunities More downloadable content; tie- Interoperability between different
ins between different parts of a channels; more frequent posts on
integrated campaign; site all platforms; exploit Internal
structure review; refreshed front communications opportunity; more
page; refocused messaging. us of YouTube video content.
Threats Future SEO algorithms; Budget Low risk of reputation attack –
allocation versus ROI. advise monitoring.

7. Next
St eps

8. Next steps
 Understand target audiences’ perceptions and levers.
• Option 1: Full brand image review - Harrison:Fraser.
• Option 2: Corporate image audit – Brooks & Bolt Communications.
 Reinvigorate on-line brand.
• Refresh website layout.
• Integrate interactivity.
• Build trust in non-traditional target niches.
• More out-of-the-box thinking – make more of concepts, edgier
projects, partnerships.
 WATG.com needs to complement standalone Wimberly
Interiors sub-brand website (but not imitate.)
Future planning: 70th Anniversary in 2015.

9. Give Us
Marketing
Challenges…
We’ll Find
Alexandra Brooks
Brooks & Bolt Communications Solutions.
+1 949-727-4016
contact@cannypr.com
www.linkedin.com/in/cannypr
Twitter: @cannypr