In the first three posts of our series on impactful case studies, we looked at how to identify and capture stories worth pursuing. Once the case study is identified and content is captured, it’s time to write the case study. Following are best practices for bringing your story to life in writing.
- Structure: As you write case studies, create a consistent structure across all your stories. We recommend a four-topic structure of background, challenge, solution and results.
- Background: Briefly introduce the brand you served, telling who they are, what they do, etc.
- Example: Michelin Americas Truck Tires is the premier supplier of over-the-road truck tires to fleets and owner-operators in North America.
- Challenge: Identify the challenge or problem that you were trying to solve. Avoid comments like, “They asked us to install a new system,” opting instead for, “They were looking for ways to make their business more efficient.”
- Example: As Michelin looked toward the future, they wanted their web presence to be as innovative and performance oriented as their truck tires. In fact, they had a vision to help change the way customers shop for their product. And they wanted to do it in a way that integrated with their overall marketing program, while also being responsive to the customer’s digital device of choice. This challenge was also complicated by the fact that Michelin’s existing website needed an extreme makeover, meaning very little could be used for the new site.
- Solution: Explain your solution, what your company did and how you did it. This is a good place to include quotes from customers about how it was to work with your company.
- Example: The project began with a discovery phase that included stakeholder interviews, analysis of Google analytics, an in-depth web usability study with target customers and a review of existing site information, architecture, navigation and technology. Armed with key learnings from the discovery phase, we began designing and building a totally new site from the ground up—one that would look great and provide easy access to comprehensive product information and complex calculators on virtually any platform. Key solutions worth noting:
- The calculator tools (tire selector, retread selector, dealer locator, service locator, fuel & mileage calculator, weight savings calculator and rolling resistance comparison) are some of the most advanced in the industry.
- The site is arguably one of the most complex, responsive websites for its size on
the internet, providing an ideal user experience on mobile devices, tablets and desktop computers. - The site is built with a client-side MVC architecture backed by a newly built API (similar approach to websites like MSNBC.com, Youtube.com, Hulu.com). The database also interfaces with other Michelin-brand sites.
- Example: The project began with a discovery phase that included stakeholder interviews, analysis of Google analytics, an in-depth web usability study with target customers and a review of existing site information, architecture, navigation and technology. Armed with key learnings from the discovery phase, we began designing and building a totally new site from the ground up—one that would look great and provide easy access to comprehensive product information and complex calculators on virtually any platform. Key solutions worth noting:
- Results: Quantify the results of your work. The best results are ROI, but if that is not available, things like cost savings, increased efficiency, sales/market share growth are all good indicators. In the event that quantifiable results are not available (the project is too recent or the customer will not share), then try to get a quote from the customer about the success of the project. At times, the best thing you can say is that the project finished on time, on budget and the customer was happy. While these are not ideal results for a case study, they are sometimes all that is available. Also remember, if quantifiable results become available later, you can always go back and update the case study.
- Example: The new site has ensured that Michelin’s web presence is indeed as innovative as its truck tires. Based on traffic, the site is the #1 truck tire site in the industry. During the first six months after launch, traffic and page views were up almost 10%, average time on the site per visit nearly doubled and bounce rates dropped significantly. The new site also provided a much smoother, quicker interface and faster download times. In addition, the site has provided a foundation for Michelin Truck Tires’ overall digital presence. Since the launch of the Michelin site, Jackson has also rolled out integrated sites for MICHELIN® RV tires, BFGoodrich® truck tires and Uniroyal® truck tires, all in multiple languages. Plus, the site provided a platform from which Jackson has been able to develop a category-leading social media presence for Michelin Truck Tires.
- Dates: Avoid using dates to extend the life of case studies. You can say things like, “In the two years following the project, Acme saved over 20% in operating costs,” without listing specific years.
- Proofing: Once the case study is written, be sure to professionally proof the document before developing the final layout and submitting for customer approval.
- Layout: Once written and proofed, create the final layout for how the case study will be produced and published (usually a one-page handout that can be reformatted for other uses such as a website). This layout should include final copy plus headline, photography, logos, charts, etc.
- Approval: Although you should have received customer approval to produce the case study at the beginning of this process, you usually should submit the completed case study to the customer for final approval. We recommend you get final approval in writing, often via email. If you receive verbal final approval, we suggest sending the customer an email thanking them for their approval. (That way, you have a written record of approval).
In the final installment of our five-part series on case study best practices, when we will take a look at best practices for distributing your completed work.
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