Digital strategy

A digital strategy is a process, a client experience and a combination of tangible outputs. The creation of strategy happens through a blend of activities, undertaken by a cross-functional team delivered within our Agile framework.
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.

Here’s how the
framework has worked
for others

Cancer Council Australia

Cancer Council is the nation’s leading cancer charity, and the only Australian charity working across every aspect of every cancer.

Healthylife

Healthylife – part of the Woolworths Group – is a digital startup that provides customers with health and wellness advice, services and products.

Heart Foundation

Heart Foundation funds lifesaving heart research, education and work to improve heart disease prevention and care for all Australians.

Melbourne Business School

Home to leading executive education programs, Melbourne Business School needed a website that would match the calibre of its courses.

Want to know more?

We have a whole team of experts who would love to talk to you.
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