Since 2015, epresspack has been supporting ING-France. Florence Hovsepian, head of corporate communications,explains how epresspack contributed to the development of their digital newsroom.
Why did you choose the epresspack solution?
Florence Hovsepian: The features are what seduced us. The epresspack solution is flexible and the interface is simple and user-friendly. The price range also determined our choice, since we had given up on the development of an ad hoc site, which was too expensive and complex. As we already had our SEO strategy, we didn’t want to add an extra unnecessary step in the navigation. It was not possible to host the ING Direct site and we needed quantified indicators.
Today, the newsroom is moving up in the search results, thanks to the good referencing work carried out by epresspack. This means that our audiences can be directed from the ING newsroom to the ING Direct online banking site. We boosted our brand image, specifically in terms of the promotion of our economic research content.
In practical terms, has the newsroom changed your communications?
FH : Our newsroom is now much more dynamic and highlights the five pillars of our PR approach, with a pop-up, to engage our audiences to subscribe to our newsletter. With the introduction of the platform, our team conducted a more comprehensive rethinking of our content and communication strategy. We have the digital approach to media relations further and the thinking around its usage. We take the epresspack solution in a broader way, offering more advanced features. One example: in our e-pr strategy, pre-programmed tweets redirect our udiences to the digital newsroom. The press releases also drive engagement directly back to our newsroom, this was a key point.
In terms of project management, is it tricky to implement?
FH : We have a real relationship with the epresspack teams, who are available and responsive. The digital newsroom was very quickly operational. The tool is evolving with new features, such as a CRM. Some of our business units, in Italy for example, are interested in this solution.
You mentioned a wider impact… would you say that it helps you to define your strategy?
FH : The digital newsroom is a great stimulus. It enabled us to create a way to broadcast our information and to develop relevant content. We became more independent and free in terms of creation and management of what to publish and when. We no longer depend solely on ING Direct for content, but rather our digital newsroom is now becoming one of their sources of content. This freedom in turn made us more imaginative and more productive, we have developed content that promotes the research work of our economists, Belgians among others. Finally, the digital newsroom is a better window on social networks. We are seeing a distinct growth in our visibility, with a measurable increase in sharing.
The banking sector requires very high security, how can this be guaranteed?
FH : Indeed, our constraints are strong. The initial ad hoc project did not meet our security standards. The epresspack digital platform meets our requirements in every respect-intrusion tests are carried out regularly.
About Florence:
An experienced corporate communications manager with a demonstrated history of working in the banking industry, Florence Hovsepian is currently responsible for corporate communications at ING Bank France. She has several years' experiecne in marketing management, digital strategy, e-commerce, customer relationship management and management.
About epresspack:
Epresspack, founded in 2011, has developed innovative software content management solutions, enhancing how international brands and their respective PR agencies, manage, publish and distribute news and information. The challenge today for many PR professionals is managing the engagement of multiple stakeholder audiences, increasing share of voice, and utilising in-house resources more effectively.
Our all-in-one digital newsroom solutions (CMS/CRM/email/analytics) help support this – enabling you to maximise the potential impact for your content communications, assess and evolve your strategies moving forward, and reduce internal administrative processes. Through our digital newsroom solutions our clients are experiencing increased engagement and interaction with their news and information content, more click-throughs, greater visibility amongst media, influencers ad other stakeholders, increased exposure across their social media channels and greater insight to the effectiveness of their communication and content strategies. Epresspack have offices in Paris, London, New York and Montreal.
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