Your digital strategy is the organisation's North Star. It ensures a clear focus is created, maintained, and that there is a point of reference against which all future decisions about digital investment can be made and - importantly - measured.
We recognise that every organisation is unique. While we solve your specific challenges, with every client we work with, we use our agency blueprint: the 7 Pillars. With it, we transform the process of strategy development so that it’s taken out of departmental silos and becomes inclusive and engaging. Once we’ve explored what’s possible, we work with you to set the priorities and craft a tangible plan to make it happen.
Our Manifesto on digital strategy:
Human – Human means considering everyone involved. Good strategy comes from getting inputs from a broad set of stakeholders so that all possibilities can be considered.
Focused – Strategy is about being intentional. Creating a clear focus about the direction to take, centres on making deliberate and informed choices about both the things to do and those not to.
Actionable – A strategy should have a high practical value. The purpose of a strategic planning process is to articulate a direction that people can believe in, and then act on.
How we do digital strategy
We believe there are a set of fundamental approaches when developing a digital strategy.
Ideas, not limitations
During the process of deep forensic research and analysis, we decouple, then relink the strategic planning and budgeting processes. This gives everyone licence to push the possibilities that might solve the challenges to reach an organisation's goals. Only then do we refine all the opportunities, to deliver value as quickly as possible.
Focus, not fads
We focus the scope of the strategic planning process on a few key strategic questions that need to be answered. We focus on the things that will have the most impact. We help clients avoid knee-jerk reactions and making decisions on the fly in response to the latest technology trend, business demand, or competitive action.
Broad, not narrow
We consider the challenges and goals from multiple perspectives and create a team made up of practice experts to work alongside you. This improves the breadth and depth of inputs from customers, digital partners, staff, processes and technology platforms.
Inclusive, not exclusive
Strategic planning is an experience rather than an exercise of filling in templates. Through improved engagement we transform the presentation of strategy into something dynamic, engaging and tangible in order to bring the best opportunities to life.
Measurement, not assumption
A measurement framework creates the structure for measuring progress against the most important strategic questions. Periodic check-ins create the momentum for continuous improvement so you can see early signs of opportunity and potential disruption.
Our digital strategy services
All of our practices work together in an integrated way, delivered by cross functional teams. This means that we consider the needs of the organisation and its customers alongside what the technology can do in order to create solutions that really work. It's one of the core things that makes working with Luminary different.
Planning
Strategy doesn’t exist in a silo - it’s the combination of insights from multiple sources across several key dimensions. Our strategy team is the glue which brings all of those together into a holistic outcome with a clear plan of attack.
Content
Our content offering sits in three core areas. Firstly our content strategists audit and benchmark, reviewing the competition and identifying opportunities. Then we set the strategy and lastly we support the implementation of that strategy and its continual roll out with our copywriting team.
SEO
Ensuring every website is built with SEO best practices in place guarantees that clients are empowered to achieve their SEO goals. Once the site is live, we continue to scan for insights and improve performance over time by adapting to algorithm updates and market trends.
Data analytics
Our combination of qualitative data gained through UX research, coupled with quantitative data insights, provides a 360 degree view of the challenge. Our data analytics team will advise on complex data integrations, A/B testing and personalisation and set up reporting dashboards for ongoing monitoring of ROI.
Technology
Luminary has its foundations in technology and is recognised globally as a leading implementer of the top .NET platforms, including Optimizely (formerly Episerver), Sitecore, Umbraco and Kentico. Our Solution Architects define the technology strategy for our clients.
UX
We said strategy was about being human and we take a lot of time to investigate what the humans at the end of the experience need and want. Through our blend of Service Design and CX, we learn about an organisation's customers and this underpins the audience strategy.
And the proof?
A snapshot of our digital strategy clients
ANZIIF
Insurance and finance industry professional association ANZIIF wanted to elevate the member experience on its Sitecore website.
Weir Minerals
Weir Minerals engaged Luminary to help it better understand the online needs of its global customer base.
Clipsal Electrical Design Application
The Clipsal Electrical Design Application is a web-based app that enables professional consultants to help homeowners who are building or renovating to tailor their electrical, lighting and smart home plans and bring them to life.
Metricon Homes
Australia's most trusted new home builder wanted an engaging, responsive online presence that would surprise and delight.
Head Start – Clipsal Consumer Promotion
Clipsal by Schneider Electric was looking for a creative way to expand its subscriber database.
Cancer Council Australia
Cancer Council is the nation’s leading cancer charity, and the only Australian charity working across every aspect of every cancer.
Clipsal Virtual Smart Home
Clipsal wanted a virtual way to let customers experience the benefits of living in a Clipsal Wiser Smart Home.
FlexSelect
Schneider Electric was looking for a tool that would completely revolutionise the way it went to market with its electrical distribution boards.
Snooze
Part of the global Steinhoff group, Snooze has undergone a dramatic brand overhaul in the past 20 years from the budget-focused Capt'n Snooze to the more lifestyle-focused, premium Snooze brand.
Ivory Coat Food Check
Ivory Coat is an Australian pet food brand that prides itself on using high quality, natural ingredients.
Life-Space Probiotics
Life-Space turned to Luminary to help expand its product, Australia’s number one probiotic, into the global scene.
Melbourne Business School
Home to leading executive education programs, Melbourne Business School needed a website that would match the calibre of its courses.
Our digital strategy expertise
Key people and musings from our blog
Emma Andrews
Strategy Director
As Strategy Director, Emma's primary task is to ask lots of questions of our clients and transform the responses into a blueprint for success.
Adam Griffith
Managing Director & Owner
Adam is a trusted advisor for our clients, and welcomes new clients to the Luminary community.
6 min read
Digital disruption – are you ready?
Nimble start-ups and global juggernauts tend to dominate the digital disruption landscape. But there are plenty of things you can do to create disruption if you’re somewhere in between.
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The future of web is voice: Are you listening?
Voice-led technology is the way of the future and there’s still time to cash in on the early mover advantage, says Luminary CEO Marty Drill.
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The 7 secret ingredients for digital project success
Luminary Digital Strategist Emma Andrews reveals what it takes to really get value out of your investment in digital.
Digital Roadmapping Toolkit
Download Luminary's Digital Roadmapping Toolkit
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GDPR is here, but what does that mean for us Aussies?
The European Union recently introduced the General Data Protection Regulation, or GDPR. This huge update to data privacy regulations finally brings them into the 21st century in terms of online data protection. Australia, however, is still livin' in the 80s. So what does GDPR mean for us?
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Agile is not a process
We often hear terms like 'agile methodology', 'agile process', 'hybrid agile', and – God forbid – 'wagile' or 'agfall'. But I’m here to set the record straight: Agile is not a process; it’s a mindset.
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How to perform a website audit
Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.
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Why UX is not optional
UX isn’t just about how things look, it’s about how end users think and engage with a digital experience. Even a modest investment in UX will pay dividends in terms of usability, engagement and performance.
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7 digital marketing trends that will shape the future
Digital marketing is evolving at the speed of light, leaving marketers grappling to keep up. So what are the trends you really need to know about? We spoke with two experts to find out.
Check out the handy resources below for downloadable guides, checklists and templates to help you achieve your digital goals.
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How to choose the right CMS
You’ve decided you need a new Content Management System – but where do you start in deciding which one to go with? Here, we distill our learnings over the past two decades of advising clients on choosing digital platforms. We’ve even included a downloadable comparison matrix for you to rank contending CMS or DXP options.
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Building a martech stack
Selecting a martech stack can be overwhelming. The right mix of products can be the make or break of an organisation’s digital strategy. Here, we share our insights and tips from many years of assisting clients with this daunting task. We also include our downloadable Martech Audit Matrix for you to audit your existing stack.
6 min read
How to create a digital strategy roadmap
A good strategic roadmap not only outlines what you want to achieve with your digital strategy, but sets out the detail of how you're going to get there. Here we provide guidance on how to do it, along with a downloadable Digital Roadmap Toolkit.
5 min read
How to perform a website audit
Conducting a website audit sounds like a really big, scary, time-consuming chore, but it doesn’t have to be. We’ve simplified the task for you with six key areas to assess – along with a downloadable checklist full of useful questions, tips and tools.
6 min read
How to brief a digital agency
Whether you’re briefing your existing agency or inviting new agencies to respond to a request for proposal, there are certain ‘rules of the game’ that will help you drive the best possible result. This blog post features a downloadable digital agency briefing template to help you get off on the right foot.
Everything you need to know if you're considering migrating your website from a traditional CMS to a headless CMS.
Everything you need to know if you're considering developing and launching a digital product.
5 min read
Why conducting a content audit is essential
Performing a content audit is a crucial step in optimising a website's performance. It can help identify outdated or irrelevant content, identify content gaps, improve SEO efforts, enhance user experience, and save time and resources.
