Initially, InboxDMG will develop a new creative look and feel for the website which will incorporate content from some of PDSA’s external microsites. PDSA and InboxDMG will work closely with cxpartners to refine the site’s architecture and navigational structure. The goal for this first phase of the re-design is to better meet the needs of both the organisation and user – raising awareness and developing ‘stand out’ for PDSA and helping them to drive and lead the ‘Pet Health’ agenda, raising income and better supporting campaign initiatives, encouraging data capture and e-CRM and reaching and appealing to new audiences.

Oli Christie, InboxDMG’s creative director explains the agency’s approach, "InboxDMG will be working with PDSA to develop a new modern look and feel for the website, updating its architecture around core needs - audiences, key tasks, business and marketing, technology, improving usability and accessibility to help users find what they’re looking for, and providing a flexible platform for future campaigns and growth."

PDSA’s in-house web development team will work on the rebuild and re-programming of the website.

Commenting on the PDSA’s goals for the website, Helen Jeffs, Web Manager at PDSA, said, "With digital now central to our fundraising and revenue generation efforts it’s vital that we get the look, feel and functionality of the website right to allow us to engage with, and meet the needs of, our supporters online. Once we’ve accomplished that we’ll focus on further developing the site to help us meet our income generation objectives."

Last year PDSA appointed CheezeDMG – a DMG sister brand – as its digital direct marketing agency, with the brief to help drive revenue online, whilst acquiring and retaining new, younger and more affluent supporters through search, display and e-mail campaigns.