The Challenge 

Sembcorp, a leader in Asia’s renewable energy and industrial solutions, is on a mission to leverage its expertise and global track record to transform its portfolio towards a green future.  The company, however, faced the challenge of a fragmented digital presence, with a green strategy that was not clearly communicated across all its different websites. 

Sembcorp decided to work with Black Sun to deliver a new digital experience that would bring together its corporate and market sites and offer stakeholders a clear narrative on its commitment to sustainable development and a low carbon future.  

The Solution:

Our approach began with a deep analysis into the priorities of Sembcorp’s internal stakeholders, including corporate communications, investor relations, human resources, and technology teams, among others.  By understanding their unique audience needs, website requirements and comms objectives, we were able to put together a digital strategy that addressed Sembcorp’s different stakeholders, their areas of interest, and desired goals.  For example, one of the objectives was to enhance the company’s Investor Relations content to deepen investor trust and confidence.  Another was to empower Sembcorp’s staff to manage content themselves so that they could better share their industry expertise and thought leadership.

Building on this strategic groundwork, we developed a compelling narrative that spoke to each of Sembcorp’s stakeholder groups with content that deepened their understanding of Sembcorp’s green transformation.  We used advanced SEO optimisation, with visually striking animations and videos, creating a more unified digital experience across its corporate and regional sites.  The website was integrated across the company’s entire digital ecosystem, including its social channels and CRM for lead generation. The universal Content Management System (CMS) ensured that Sembcorp’s teams were able to manage content efficiently themselves, maintaining consistency, and streamlining communication processes across all its operations.

To make Sembcorp’s vision truly global, we also took their corporate story and made it resonate locally across all the regions they have a presence in.  And this was done through localised news and insights, and by highlighting the real faces behind the company.  By sharing stories of the people driving change and opening the doors for new talent to join the journey, we created a narrative that was as much about individuals as it was about the company.

The Result:

In a short timeframe, we were able to launch a refreshed digital experience for Sembcorp, marking a significant shift in how it communicates its leadership in renewable energy solutions and wider sustainability goals. The website has improved the way the company engages its stakeholders, whilst strengthening investor confidence by clearly presenting Sembcorp’s global initiatives and green transformation. A refreshed insights section, with tagging by topic and market, enriches the visitor experience, whilst strengthening Sembcorp’s position as a thought leader. The new platform also creates a more efficient way of managing content across various departments and regional markets, with Black Sun providing further support through advanced analytics and robust hosting to ensure timely and consistent information for both internal and external stakeholders.