The Challenge
The CRM Group, a leading industrial research center, offered a rich and diverse range of services — but one that was difficult to grasp. This complexity hindered both internal understanding and external communication. Their outdated and unstructured website no longer reflected the depth of their expertise nor the institution’s strategic positioning. The challenge was twofold: to clarify their identity and structure their communication in order to strengthen their digital presence — all while engaging internal teams to ensure ownership of the tools and messages shared with target audiences.
Our Solution
We carried out an in-depth strategic process by involving key stakeholders from the start.
A SWOT analysis, update of the Business Model Canvas, and definition of shared objectives established a solid foundation for the project. Based on this strategic framework, we launched a complete redesign of the CRM Group’s website. The new version was user-centered and fully optimized for natural search (SEO). The redesigned site now features a clean structure, clear content hierarchy, and technical improvements that strengthen SEO performance. In parallel, we developed a communication plan aligned with the organization’s key priorities. We also delivered an internal LinkedIn training session, which helped raise employee awareness and turn them into authentic brand ambassadors for CRM Group.
The Results
Today, CRM Group benefits from a restructured, readable, and high-performing website that faithfully reflects the diversity and quality of its offer. The newly defined strategy has aligned teams around a shared vision and improved the focus of communication efforts toward target audiences. The SEO optimization work has boosted the site’s visibility, while the strategic tools provided (action plans and communication guidelines) support effective implementation of objectives. Thanks to the LinkedIn training, teams are now united around a stronger identity, equipped with practical tools to amplify their message. The organization’s communication has become more authentic and human, carried by the voices of its own collaborators.
