Challenge JT International, a major international
tobacco manufacturer, was feeling the pains of rapid expansion in an
expanding global market. Their internal communications
infrastructure was inefficient for distributing and exchanging information
between a growing number of international offices.
Additional issues arose in their interaction and
communication with the public. They recognized that they were acting more
reactively than proactively to growing issues in the tobacco industry.
They were also faced with a legacy of distrust handed down from the actions of
'Big Tobacco' in the past. They wanted to foster a deeper relationship
with the consumer while being a responsible and honest tobacco company to the
public at large.
Solution To address the issue of an inefficient
communication infrastructure, a number of technologies were investigated
that could be integrated into their existing intranet. These
included document management, content management and portal solutions.
The first stage included the integration of the Microsoft SharePoint
Portal Server as a document management solution.
Consumer relations was addressed by a number of
communication initiatives with a redesigned and enhanced corporate internet
site as a central channel. Exhaustive interviews with key stakeholders
throughout the organization identified the primary target audience and an
initial profile and expectations of these audiences. This information,
coupled with the objectives of the organization, were used to build out an
intuitive and user-centric site architecture.