Content Strategy & Web Concept for a Competitive Proposal to a Major Norwegian Publisher
Overview
Developed content strategy, audience personas and a web concept for a competitive proposal to Gyldendal Norsk Forlag, Norway's largest publishing house, for migrating its website to EPIServer. This was proposal work, not a delivered project.
Who This Is For
Publishers and multi-brand organisations replacing an ageing web platform across several imprints or business areas. This case is most useful if:
- each imprint serves a very different audience
- the new platform has to integrate with systems such as SAP or industry databases
- you want audience evidence behind the web strategy, not generic personas
- you are preparing or evaluating a competitive tender
The Challenge
Gyldendal Norsk Forlag was running a competitive process to replace its ageing eZPublish website (100,000 to 150,000 monthly visits) with a new EPIServer platform across its Litteratur, Akademisk, Undervisning and Rettsdata imprints, integrated with SAP and Bokbasen.
Making Waves was one of the vendors invited to submit a proposal. Each imprint served a different audience, and the proposal had to show it understood all of them.
Our Approach
This was a proposal, not a delivered project. Named as Content Advisor responsible for content analysis and setup, the team now behind ECM.DEV shaped the content side of the bid.
- Audience personas: internal workshops produced eight detailed personas, including a law-professor persona built specifically for the Akademisk imprint.
- Imprint strategies: web strategies for each imprint with SMART goals, such as halving lecturer support enquiries.
- The written proposal: a phased five-template build on the latest EPIServer, responsive design, Azure hosting and content migration from eZPublish, with a named project team and an estimate of 850 to 1,100 hours.
Impact
Proposal work, shown as such. This case shows the team's proposal and content-strategy work for a competitive tender, not a delivered project.
Audience evidence, not boilerplate. The personas and imprint strategies were grounded in the audiences each imprint served, rather than generic pitch material.
A proposal is a first test of whether a team understands the client's readers. Imprint-level personas are how that understanding shows.
This was proposal work developed for a competitive pitch to Gyldendal Norsk Forlag while employed at Making Waves (later NoA Ignite). Any public information referenced here is used for identification and does not imply endorsement.
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