The RSPB has redesigned its Web site to increase membership recruitment and revenue generation, using Tridion’s content management solution.
Using Tridion, regional offices of the RSPB will be able to develop and post relevant content on the site, while the Web team at HQ will continue to retain overall control over structure, design and programming.
The RSPB selected Tridion to support the management of the new site, which will serve the RSPB’s million-strong membership base. The content management solution will help the RSPB focus its online presence on three core interests: birds, gardens and the countryside.
The site redesign also aims to promote membership recruitment and conservation advocacy. In addition, it will enable the public to browse online information repositories, such as a comprehensive guide to UK birds.
The RSPB chose Tridion “due to its flexibility and speed of implementation.” Future developments of the solution, such as Tridion R5, the company’s enterprise management solution, will enable the RSPB to deliver information to multiple platforms, such as mobile phones and PDAs. In the future, Tridion R5 could also allow the RSPB to use its Web site content in print and publishing functions.
“The Web site had grown organically, which meant the content on it was unstructured and very time-consuming to maintain,” said Ivan Salcedo, Web producer at RSPB. “It was difficult for people to get the full picture on any given topic. What we needed was a flexible solution that would allow us to author, present and publish content quickly and easily to a wide range of audiences. This is what Tridion provided.”
The Amsterdam-based company’s Tridion R5 enables organisations to aggregate a common view on content from various sources and manage and deliver all content in multiple formats and languages to numerous websites, channels and online applications. Tridion clients include Deutsche Telecom, Heineken, Office for National Statistics, Open University, Unilever and VisitBritain.
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