Falck is the largest provider of ambulance and fire-fighter services in the world. The UK ambulance services division had serious growth ambitions pitching for a number of contracts against several competitors in open public tenders. At the same time the company was undergoing major transformation programmes to its core services.

Blue House Design was tasked with the complete overhaul of the ambulance services division website: the brand, visual design, content and to develop a bespoke Content Management System with new and improved features.

Duration
18 months
Services
Web design and development
Video and photography
Digital marketing
Budget
£40,000
Website
falckambulance.co.uk

Results

Awarded a prestigious multi-million pound contract
to provide patient transport services to Imperial College Healthcare.

34,000 page views
in the first three months following the redesign.

Mobile friendly and responsive
with mobile accounting for 48% of traffic.

Developing the strategy

With such an ambitious goal it was important to put together a strategy for delivery. We sat down with the senior management to map out the business goals and customer needs to determine what was a priority.

This became the basis of the plan to develop the website in phases. To start with overall visual direction and marketing content, followed by each feature and service one after the other.

Transforming a print-led brand to digital

A key problem for the ambulance services division was the company was branded as “Medical Services”, a company Falck bought out in 2014.

The only presence they had as Falck was a page on the Falck group website. The initial brief was to emulate the design of the group website. But on review the design was particularly bland and dated. It also did not particularly adhere to the corporate brand guide that Falck already had.

Despite a broad colour palette, the website design only used grey and red. Even stranger was the particular red used did not match the Falck red specified in the brand guide.

To establish a design direction we gathered any marketing collateral produced by Falck we could find. We realised the often print-based collateral was more visually engaging and mature than anything that was digital.

We proposed to align the design of the website with the print-based collateral. The result was a high-quality, magazine editorial look and feel.

People helping people

The services Falck provides, and ultimately its brand, is defined by its front-line employees. We built upon this concept and made people helping people front and center in the design.

We organised multiple on-location shoots to showcase the people providing services. The content was used to create several summary videos and to provide a library of images for website, social media and any future marketing.

Behind the scenes on one of the location shoots.

Recruitment is a critical part of Falck’s business model, so in phase 3 of the project we created “talking heads” employee profile videos to highlight the career benefits.

Behind the scenes on one of the location shoots.

Getting the word out with custom features

One of the business goals for the project phase was to raise brand awareness. We developed the website with sharing in mind, so that every page was optimised for social media using Rich Social Sharing.

When it came to developing the news section we took this one step further. As part of the custom-built CMS we created a feature to publish articles directly to social media. This allowed the content admins at Falck to easily post content without having to log in to each social media account.

In phase 3 we used the same underlying feature to allow HR to post job adverts directly to social media as well as the jobs board.

What we did

Web design and development

  • Visual design
  • Mobile-friendly and responsive design
  • Copywriting
  • Front-end development
  • Custom CMS development
  • QA Testing
  • Hosting

Video and photography

  • Scriptwriting
  • Live-action production
  • Voice over
  • Post-production
  • Lifestyle photography
  • Web and social media optimisation

Digital marketing

  • SEO
  • Rich Social Sharing integration
  • Google Analytics setup
  • YouTube channel setup