Digital strategy: IRC

Digital strategy definition and brief creation

IRC is the primary international thought leader in the water, sanitation and hygiene sectors. With its roots in the commissioning and curation of research resources, IRC realised that its online presence had grown unwieldy and difficult to navigate over time. Worse, it no longer reflected the activist and campaigning organisation that IRC had become. IRC turned to Unthinkable for our help in crafting a digital strategy that would reflect these changes, and deal with the challenges of coordinating communications around worldwide offices supported by a small content team in the Netherlands.

We worked with IRC over a period of several months from autumn of 2012 in order to create a digital strategy for the organisation, through a combination of interviews, workshops, research and extensive literature review.

I would like to express my compliments and appreciation for the work done and for the extensive analysis and recommendations in your report. I have gone through the report and it is well set up, clear and directive in its recommendations. This might not be remarkable for a professional communication expert but for me, having gone through many of these consultancy reports, it is.
Nico Terra, former CEO, IRC

After creating a strategy for the organisation, IRC asked for Unthinkable’s help in recruiting and briefing a team to implement our recommendations. This team has successfully put our strategy into effect, leading to a radical overhaul of IRC’s website and social media activity to a set of outputs that convey a clear sense of the organisation’s mission, and are both driven by and an instrument of that mission. Under the surface, our strategy has also driven a fundamental shift of focus in workflow, responsibilities and internal lines of communication, enabled by a series of smart technology choices.