Tendo and British Embassy Launch Revamped Website

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Tendo's successful new website for the British Embassy has increased readership and strengthened the embassy's awareness campaign.

Tendo Communications, a strategic custom publisher producing print and Web communication programs, and the British Embassy today announced the success of a revamped site for the embassy's science and technology sector.

Sponsored by the British Embassy, the UK Science & Technology (S&T) Network embarked on a $2 million public diplomacy campaign designed to generate interest from U.S. and Canadian researchers and investors. The UK S&T Network highlights initiatives ranging from stem cell research and nanotubes to renewable energy and wireless technology.

Tendo evaluated the existing site and recommended revisions for existing material and new content development. In phase two, Tendo created a new, streamlined content architecture for the site and developed content templates for the UK S&T Web team to implement. Tendo writers then produced 24 articles covering six S&T key sectors, as well as copy for the website's top-level pages.

"Tendo understood that we were not just looking to promote our site," said Meredith Ferguson, manager of the UK S&T public diplomacy campaign. "The website content was technical and scientific, and the team went above and beyond to answer the questions that matter to our audience. They contacted researchers and companies, and always brought it back to the target… They nailed the style of writing for the audience we wanted to reach. It was flawless--truly an outstanding job."

Just a few months after the launch of the new site, Ferguson is already seeing substantial results. "During the month of January, traffic doubled," she said. "The S&T Network, our primary client, loved the site and began pointing members to it for the first time ever. We purchased ad space on Google to further promote the site."

The new content has generated press coverage and strengthened the British Embassy’s awareness campaign.

About the British Embassy

The British Embassy's UK Science & Technology website targets senior researchers, academics, and graduate students, along with business decision makers and investors.

About Tendo

As a leading custom publisher, Tendo Communications specializes in developing and implementing content-rich customer communication programs. Their custom print publications, website content strategy programs, and editorial training services are focused on building brand awareness, developing strong customer relationships, and delivering value and ROI.

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Celia Canfield
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