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1 now covers more news than ever before; delivering essential industry information remains at the heart of what does. The website attracts on average over 750,000** unique users a month generating over 1.4m page views**, as far a fi eld as the USA and Australia. The subscriber only section provides exclusive features, case studies, white papers and reports. Thedrum.com also offers the facility to receive customised news alerts and promotion opportunities for advertisers. Advertising opportunities on the website: We offer tailored advertising solutions to suit your needs microsites, videos, leaderboards, skyscrapers, advertorials, various personalised solutions, knowledge banks, e-blasts, surveys and more. MPU CPM 35 + VAT Leaderboard CPM 30 + VAT Skyscraper CPM 28 + VAT Leaderboard web advert MPU web advert Benefits of using thedrum.com as a marketing platform: Measurable results whatever online campaigns you choose you can see, measure and track the results. We can report fi ndings to suit your campaign objectives Numerous opportunities to generate new business leads, build your brand and generate traffi c to your website Raise your profi le by getting knowledge bank coverage and solidify your authority in the industry Keep ahead of the game and get right in front of top decision makers in the digital, creative, design and marketing industries Source: **Google Analytics Skyscraper web advert

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3 01 02 Tel: +44 (0) Web: Blog: 08.NOV.13 THE DRUM The challenge are, and whether you re an expert or not. help visitors think twice and want to know more. All of this, On paper, an exhibition about concrete doesn t sound all Architecture and Design Scotland s exhibition had while engaging the expert audience with an impressive that enticing, and that was a big part of the challenge for to be well researched, insightful and informative and depth and breadth of research. The exhibition used a Architecture and Design Scotland. That and reaching such present bold facts about concrete rather than express mix of storyboarding, audio, video, and exhibition pieces a wide audience. The whole point of the CAST project an opinion or attempt to sway people s thoughts. The of different types of concrete from various sources and was to satisfy and extend the layperson s curiosity, while careful curation, and its intriguing and visually striking applications, to support case studies. Theme-wise, CAST meeting industry experts desires for better perspectives presentations, aimed to encourage visitors to want to find took on a construction-site look, with chevrons and bold on the subject and giving them access to the finer details. out more at every stage, and to help them make up their colours, and a 1980s minimalist, rudimentary feel with a The brief? To create an exhibition with a Scottish own minds about this versatile staple of everyday life. modern, technological twist. perspective on the versatility of concrete and how it has Central to the exhibition, the Innovations in Concrete lent freedom to architectural design, and to encourage The SoluTion timeline wall told the history of concrete, from its origins discussion and debate about concrete in terms of To ensure the exhibition reached out to a wide audience further back than most would imagine, through its its environmental credentials and wider aspects of from construction experts to students and the general refinement and development, how different societies sustainability including how concrete and cement works public it made sense to start the research process use it, and how it has become so fundamental in all its can support small communities. The brief also challenged from the non-expert s angle. This meant asking the same variations and forms to today s built environment. For us to provide information in engaging, story-telling ways, questions laypeople would, and highlighting from the this wall, CAST included typography carefully matched so people from all walks of life can see concrete from outset some of the misconceptions the exhibition would to the overall theme, and an intuitive storyboard style to refreshing angles and understand its contribution to so set out to change. Then it was time to involve the experts, guide visitors through the history and point them to the many aspects of the built environment. In addition, we so they could help complete the picture and ensure the level of detail they wanted. The display was interspersed wanted CAST to provide answers to the questions, What exhibition would also appeal to them. with carefully chosen imagery and infographics with a has concrete done for us? and what can concrete do for Then CAST had to bring it all to life for all audiences. selection of fascinating facts about the most commonly us? for designers, architects, construction companies, To do this, it pulled on a range of complementary used man-made material on the planet. We also included and of course, society as a whole. After all, it s almost approaches to presentation, each alluding to common audiovisual guides to expand on particular features of the impossible to spend a day without concrete, wherever you perceptions of concrete, while adding a creative slant to exhibition. THE DRUM 08.NOV As a whole, CAST became an inviting and intriguing space in which to tell the story of concrete in an engaging and perception-changing way, with case studies to put things into context and illustrate the huge variety of uses for concrete over the centuries, plus its applications for today and tomorrow. It also conveyed important key messages. For example, that despite its often undeserved hugely versatile construction material. clear and using a graphic style that worked extremely reputation, concrete is becoming an environmentally A partnership between Architecture and Design well with the subject. As part of the greater team putting sustainable building material, and has a big part to play Scotland, The Concrete Society Scotland, and the together the exhibition, their input and creativity was in more responsible construction methods. And also Edinburgh School of Architecture and Landscape invaluable. Morag Bain, Architecture that its production has positive socio-economic benefits, Architecture, CAST includes an extensive and inclusive and Design Scotland. supporting small and large communities. series of seminars, workshops and other related events that appeal to industry professionals and the public. RRDCreative were delighted and privileged to be working The ResulTs with the Concrete Society and Architecture and Design As well as guiding a varied audience through the complex To bring the subject of concrete to an audience in an Scotland on this project. Getting to know this material history, development and wide-ranging applications of informative and accessible manner was a challenge for that we take for granted and one we don t appreciate concrete in its many forms, the exhibition has brought all of us. From the outset, RRDCreative had carried out was both creatively challenging and rewarding. We were together construction experts, architects, students their own research into concrete and its use. This made flattered with the faith and confidence in our ideas that seeking careers in design, construction and engineering, any ideas that were discussed more fruitful, as their Architecture and Design Scotland showed and we look and the general public. It has provided people from all interest and knowledge helped inform the process and forward to working with them again on future projects. walks of life with fresh insights into this misunderstood the final outcome. There were many layers and types of Corey Stewart, Creative Director RRDCreative man-made material. Perhaps most importantly, it information to be presented in an understandable manner, highlights that concrete produced and applied and RRDCreative helped us achieve this through their RRDCreative will be opening a new design studio in responsibly can be an environmentally sustainable and highly innovative design approach making the graphics the centre of Edinburgh in December Sample cubes were used to 02 A graphic wall exploring Concrete as a demonstrate the wide variety of concrete Sustainable Mixture. mixtures. 03 An 11m timeline wall documented the key milestones in the development and use of concrete throughout history. Knowledge Bank Knowledge Banks are the ideal platform for agencies and suppliers to discuss relevant issues and share their expertise with prospective clients and their peers. This is attention grabbing advertising, free from exaggeration, providing a guaranteed editorial presence. The full Knowledge Bank package includes: Your own full page article of up to 700 words with company branding, headshot and images An online replication, which will appear in the news-stream in the fi rst instance, then will be archived in our Knowledge Bank section indefi nitely Inclusion in our daily newsletters Your Knowledge Bank link on the homepage at thedrum.com in rotation with other contributors Benefits of a Knowledge Bank: Raise your profi le and credibility through our endorsement SUCCEEDING WITH SEARCH & SOCIAL THE DRUM 15.MAR.13 Knowledge Bank 23 E-COMMERCE SEO IN 2013 commerce SEO has always been a huge challenge for retailers due to technical constraints with legacy IT systems and E the sheer number of pages that businesses with a large inventory of products are likely to have on their websites. One of the key challenges retailers face in 2013 is the loss of free traffi c from the Google Shopping results that migrated onto the Adwords PPC platform recently. Plenty of retailers were driving signifi cant revenue from this platform and are now looking at traditional SEO to make up for the loss. Retail SEO has always been about technical optimisation, content and links although not necessarily in that order of priority. In the past, websites have been able to use links to overcome problems with technology or even a lack of content, but since the unnatural link penalties and the Penguin algorithm BRANDED3 T E- contact@branded3.com penalties of 2012, it s much rarer that a site with poor content and structure can rank higher than it perhaps deserves, just by building lots of links. Technical SEO for ecommerce sites is largely about limiting page bloat and ensuring that the pages you actually want to be indexed are spiderable and well optimised. It is rare that ecommerce sites need anything more than product and category pages, plus whatever editorial pages they feel are relevant in order to be a success. If you do a site:yoursite.com query on Google and are fi nding loads more pages than you have products and categories; then this is a warning sign that you have technical SEO issues. We tend to put each page type in a different Google Sitemap so that we can monitor indexation across product pages in isolation and spot any problems easily. Perhaps the most important consideration is creating a strong category structure. W - Full Page Knowledge Bank Content strategy for ecommerce websites is a big undertaking, but is simply the most important part of SEO once the technical issues are resolved. Google launched its Panda algorithm in early 2011 and lots of ecommerce sites were affected simply because they were using duplicate content (e.g. manufacturer s product descriptions) on their product pages. There are very few sites that can get away without writing unique content on product pages, and category level pages need even more care and attention with regard to content. However, content strategy doesn t end with product descriptions; we always recommend clients have a strong review strategy with a focus on incentivising all customers to leave a review after their purchase. Certain websites also achieve great success with Q&A content on product pages and the impact this can have on conversion rates is staggering. Other clients have done very well after adding an expert s opinion next to each product, with a different writing style to the product description text. The fi nal hurdle that ecommerce website owners need to cross, is understanding how to implement a safe and future-proof link strategy across so many product and category pages on a website. Most ecommerce sites have too many pages to worry about link building on a page-by-page basis which means a strategy of building the overall site trust and authority is the only way to proceed. Amazon has adopted this approach with great success along with most other large ecommerce sites. The key point to note with an ecommerce link campaign is to focus category by category, so if you are selling TVs and washing machines you might do some online PR or blogger outreach to technology blogs one month and eco blogs the next month. Making outreach based on real product and business news is a far more natural approach than just placing links with no strategic vision. Ecommerce SEO certainly isn t easy, and the fact that there are often dozens of websites selling the same products at the same price makes it a real challenge to rank consistently higher than your competitors. Conversion rates are usually key to unlocking the potential of SEO because sites that convert better can allocate more marketing budget and often dominate the sector. In 2013, SEO for large sites is only going to get more challenging, but major brands and savvy SME s who have built a business via good quality SEO are being rewarded week after week as other sites drop down the rankings due to poor quality SEO or lack of content. We re predicting even bigger changes in Google this year and, as ever, it will be the best sites that will win. Patrick Altoft Director of Search, Branded3 Over 750,000* opportunities (online + print) to generate new business leads, build your brand and generate traffi c to your website 38KNOWLEDGE BANK CAST: Innovations in concrete A multi-faceted exhibition from Architecture and Design Scotland, bringing concrete to life. SCOTLAND FoCuS Keep ahead of the game and get right in front of top decision makers in the digital, creative, design and marketing industries Prove your expertise in your fi eld and solidify your authority Knowledge Bank full package DPS Case Study Knowledge Bank Knowledge Bank online only Source: * Google Analytics + 1,815 + VAT 2,500 + VAT VAT rrdcreative Case Study Knowledge Bank RRDCReAtive S innovative DeSign AppRoACh CReAteD A CleAR graphic Style that worked extremely well with the SubjeCt MAtteR.

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