iPlus
Building the global media company of the future in Northern Iraq
Consultant Deliverables
Digital Strategy Presentation
Product Portfolio Launch Plan
Outsourced Development Vendor Evaluation and Recommendation
Product Messaging
Wireframes
UI Specification
Product Requirements
User Stories
Build Buy Partner Analysis
Introduction
iPlus entered the market at a time when the global media landscape was rapidly changing and consumer behavior was shifting towards alternative methods of news consumption. The network sought to overcome these challenges by carving out a unique position and delivering on the unmet needs of its citizens.
Core to this vision was bringing new and innovative products to market that executed on the broader network strategy by attracting and retaining loyal audiences, extending the iPlus brand to digital platforms, and increasing brand awareness.
The editorial strategy focused on telling human stories from Northern Iraq to the world, packaging local stories in a way that can resonate with a global audience, and making global stories more accessible to the general public across the digital divide.
As a forward thinking media company, iPlus seized the opportunity to bridge the digital divide and reach more Iraqi citizens by innovating around unique experiences for partially connected consumers with little or no internet access.
In Iraqi Kurdistan, less than 30% of the population have home computers, and less than 50% have internet access, however 60% have more than one smartphone in their home. source
The iPlus digital product portfolio strategy was an innovative blueprint for establishing the network’s digital presence. It focused on building a skilled team for content production and platform management, with roles like managers, producers, and developers. The plan emphasized brand differentiation in the media landscape, targeting unmet audience needs and enhancing brand awareness.
Strategies include understanding global and local media landscapes, developing a user-focused product strategy, and crafting diverse, regionally relevant content. Additionally, a robust social media strategy and unified CMS platform underpin efforts to engage a global audience and streamline content distribution. This comprehensive approach marked the network’s ambition plans to become a leader in the global media landscape.
The multifaceted strategy to establish a comprehensive digital presence included the following:
Digital Team Staffing: A structure detailing various roles, including managers, producers, designers, and developers, emphasizing the importance of a skilled team for content production and platform management.
Brand Positioning: Strategies to differentiate iPlus in the changing media landscape, aiming to meet unmet audience needs and enhance brand awareness.
Global and Local Media Landscape: Insights into audience behavior and preferences, guiding content and platform strategies to maximize reach and engagement.
Product Portfolio Strategy: Focuses on user experience, offering personalized and dynamic content across platforms.
Content Strategy: Aims to provide unique and regionally relevant news and features, utilizing multiple languages and formats to cater to diverse audiences.
Social Media Strategy: Leveraging new media formats to engage audiences and drive traffic, with a workflow for producing and managing social content.
Technical Architecture: A unified CMS platform for efficient content management and distribution, supporting multiple languages and integrating with various services.