Fresh from some foundational work redefining the vision for Canberra’s economy, the Business and Innovation team needed an asset to anchor their in-person conversations with potential investors.
The challenge
Business opportunities often arise with little notice. Teams can scramble to pull together targeted information that will resonate with a potential partner. One prospectus may not suit every conversation, so the team needs room to customise the message. Equally, though, reinventing the wheel — producing a new prospectus from scratch each time — is a massive drain on resources and risks creating bottlenecks.
The Business and Innovation team came to True North to solve both problems: to create a professional asset for the immediate opportunity — and to help set their team up with a system for repurposing content from one asset to the next.
Our approach
We designed a modular content system that took key assets — such as prospectuses — and broke them up into their components: sector profiles, case studies and more. Each time a new opportunity arose, the team could access these components and instantly see what could be repurposed and what needed to be created from scratch.
Here’s how we did that.
First, we generated a proposed structure for the prospectus and validated it with the client. Collaborating with the team on the content, we designed the asset to integrate different levels of information. Readers could access a snapshot of information, read a longer narrative or explore case studies, depending on their needs.
Once we’d delivered the prospectus, we wanted to help the client avoid duplication of work later on. So we deconstructed the asset. We identified some evergreen elements that would fit every time, and some sections that could be swapped in and out, such as certain sector profiles or case studies.
We then created an online system to store all the modules, making them easy to access next time. As a result, messaging becomes more consistent, credible and strategically aligned — and achieving this is more efficient.
The result
A modular message bank offers defined structures for the types of assets a client commonly creates. It provides approved content modules to populate these structures. It’s a flexible approach that means our clients can re-use existing, high-quality content and only invest in the creation of new content when there’s a gap.
Our graphic designer created a beautifully modern and on-brand layout, and our project manager delivered on time and under budget.
We delivered the high-impact prospectus the Business and Innovation team wanted, along with a dynamic framework they could adapt and customise for new assets, using polished modules that are already crafted.
