{"data":{"prismic":{"partner_page":{"text":[{"type":"paragraph","text":"Microsoft partner","spans":[]}],"title":[{"type":"paragraph","text":"Microsoft","spans":[{"start":0,"end":9,"type":"strong"}]}],"landscape_image":{"dimensions":{"width":1280,"height":511},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56bae07c-47ec-493d-995b-04f07c3b10b6_Partmers-6.jpg?auto=compress,format"},"portrait_image":{"dimensions":{"width":1280,"height":511},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56bae07c-47ec-493d-995b-04f07c3b10b6_Partmers-6.jpg?auto=compress,format"},"seodescription":null,"seotitle":[{"type":"paragraph","text":"Microsoft","spans":[]}],"largeDeviceImage":{"childImageSharp":{"fluid":{"aspectRatio":2.5048923679060664,"src":"/static/ad8750123e7fda40bedea58dc2887ffc/d47f1/56bae07c-47ec-493d-995b-04f07c3b10b6_Partmers-6.jpg","srcSet":"/static/ad8750123e7fda40bedea58dc2887ffc/b5b92/56bae07c-47ec-493d-995b-04f07c3b10b6_Partmers-6.jpg 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experience of working with Microsoft software, services and technologies.","spans":[{"start":0,"end":214,"type":"strong"}]},{"type":"paragraph","text":"This partnership highlights our experience, expertise and continual investment we make into our teams to stay up to date and current with the latest releases and advances. ","spans":[]},{"type":"paragraph","text":"We choose to work closely with Microsoft as they are leaders in the technology industry and align with our other key strategic technology partners and platform vendors who develop on the Microsoft .Net framework, deploy to Microsoft Azure Cloud hosting infrastructure or integrate seamlessly with their products, for example Sitecore, Adobe and Umbraco.","spans":[]},{"type":"paragraph","text":"We have a huge amount of experience of deploying highly secure, robust, scalable and fault tolerant solutions to Microsoft Azure Cloud Hosting as both Infrastructure as a Service (IaaS) and Platform as a Service (PaaS) for short-term high-volume campaigns through to large scale enterprise global solutions.","spans":[]},{"type":"paragraph","text":"We utilise Azure’s Analytics, IoT, Cognitive Services and Big Data Management capabilities coupled with products such as Dynamics CRM and Power BI to provide in depth and unique insights, deliver highly intelligent data-driven solutions and drive effective and rapid business change.","spans":[]}]}},{"__typename":"PRISMIC_Partner_pageBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"","spans":[]}]}},{"__typename":"PRISMIC_Partner_pageBodyArticle_slider_block","type":"article_slider_block","label":null,"primary":{"title_of_section":[{"type":"heading2","text":"Great Thinking","spans":[]}],"article_1":{"__typename":"PRISMIC_Blog_article","article_type":"Opinion","title":[{"type":"paragraph","text":"Preparing for discovery; does your solution have a problem?","spans":[{"start":0,"end":23,"type":"strong"},{"start":35,"end":44,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Discovery is a crucial phase in any service design project. It forms the basis of your..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Preparing for discovery; does your solution have a problem?","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0a8c248dfedc97a6f02bfae06a538b283f5eae39_gs-avatar-katefitz.jpg?auto=compress,format"}},"published":"2019-03-25","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/93bc6ea499dc54198fe35d752439512c/d47f1/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg","srcSet":"/static/93bc6ea499dc54198fe35d752439512c/b5b92/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 200w,\n/static/93bc6ea499dc54198fe35d752439512c/3ff6e/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 400w,\n/static/93bc6ea499dc54198fe35d752439512c/d47f1/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 800w,\n/static/93bc6ea499dc54198fe35d752439512c/266c3/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.jpg 844w","srcWebp":"/static/93bc6ea499dc54198fe35d752439512c/0c129/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp","srcSetWebp":"/static/93bc6ea499dc54198fe35d752439512c/0e93d/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 200w,\n/static/93bc6ea499dc54198fe35d752439512c/2259f/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 400w,\n/static/93bc6ea499dc54198fe35d752439512c/0c129/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 800w,\n/static/93bc6ea499dc54198fe35d752439512c/43f98/8517ce4503cbf3532c1513449d7d4a17a7d6fcb7_discovery_opinion_844x475.webp 844w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"preparing-for-discovery-does-your-solution-have-a-problem"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Loyalty and retention in digital travel","spans":[{"start":25,"end":39,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"At a recent breakfast roundtable, we were joined by a host of brands including..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-06-13","link":{"uid":"loyalty-and-retention-in-digital-travel"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"loyalty-and-retention-in-digital-travel"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Five strategic building blocks to better content delivery","spans":[{"start":5,"end":30,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"The role of a strategist is chiefly to provide direction. We enable our clients to..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-04-12","link":{"uid":"five-strategic-building-blocks-to-better-content-delivery"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"five-strategic-building-blocks-to-better-content-delivery"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Discovery is a crucial phase in any service design project. It forms the basis of your product definition and roadmap going forward but increasingly there is requirement to pre-empt discovery with an earlier phase of activity.\n","spans":[{"start":0,"end":227,"type":"strong"}]},{"type":"heading3","text":"Discovery – the start of the process?\n","spans":[]},{"type":"paragraph","text":"Often discovery is very much considered the beginning of the service design process, it’s when audiences are identified, user needs are gathered and journeys mapped. However, before moving into discovery, there is an element of preparation that is required to ensure outcomes are successfully developed to meet the needs of your organisation and, most importantly, your audience.","spans":[]},{"type":"paragraph","text":"This phase of preparation is often referred to as ‘pre-discovery’ and although not formally adopted by GDS and the public sector, it is acknowledged as an important step to include. Drawing a correlation with the private sector, the phase does the job of a business case, albeit in a slightly less formalised way. It is there to answer why the project should exist in the first instance and to access if it is worthwhile pursuing.","spans":[]},{"type":"paragraph","text":"Preparing for discovery doesn’t have to be a drawn-out or arduous process. By aligning with the four pillars detailed below, your ‘pre-discovery’ activity can run simply with focus. The phase itself should have a dedicated Service Owner who can manage all activity and determine key actions.","spans":[]},{"type":"paragraph","text":"A four-principle approach","spans":[{"start":0,"end":25,"type":"strong"}]},{"type":"o-list-item","text":"Determine the need: what are your organisational drivers?\n","spans":[{"start":0,"end":18,"type":"strong"}]},{"type":"o-list-item","text":"Gather, gather, gather: collect existing insight\n","spans":[{"start":0,"end":22,"type":"strong"}]},{"type":"o-list-item","text":"Identify the team: who are the key stakeholders\n","spans":[{"start":0,"end":17,"type":"strong"}]},{"type":"o-list-item","text":"Prep the fundamentals: get set for discovery(ies)","spans":[{"start":0,"end":21,"type":"strong"}]},{"type":"paragraph","text":"The first three can be conducted collectively but it is recommended that 4 follows on.","spans":[{"start":73,"end":74,"type":"strong"}]},{"type":"paragraph","text":"Determine the need: what are your organisational drivers?","spans":[{"start":0,"end":18,"type":"strong"}]},{"type":"paragraph","text":"The first step looks at the very essence of the requirement. Think broadly. Before considering whether it’s a new website, application or other such digital tool, can you explain why this work is needed?","spans":[]},{"type":"paragraph","text":"Key questions to consider are:","spans":[]},{"type":"paragraph","text":"• What is the organisational trigger that is motivating this requirement?","spans":[]},{"type":"paragraph","text":"• What do we want to achieve?","spans":[]},{"type":"paragraph","text":"• How does this fit or complement a wider roadmap of activity?","spans":[]},{"type":"paragraph","text":"• Why is now the appropriate time?","spans":[]},{"type":"paragraph","text":"• Has this been looked at before?","spans":[]},{"type":"paragraph","text":"Gather, gather, gather: collect existing insight","spans":[{"start":0,"end":22,"type":"strong"}]},{"type":"paragraph","text":"There is very likely to be a wealth of insight that already exists around similar projects, this could include but is not limited to:","spans":[]},{"type":"paragraph","text":"• User surveys","spans":[]},{"type":"paragraph","text":"• Performance data","spans":[]},{"type":"paragraph","text":"• Financials","spans":[]},{"type":"paragraph","text":"• Technical diagrams","spans":[]},{"type":"paragraph","text":"• Existing process, policy and service journeys","spans":[]},{"type":"paragraph","text":"Collect it. It doesn’t matter if this isn’t complete. What is important to remember is this phase is not about creating anything new. Review what exists to better shape the discovery brief. If funding is a pre-requisite, ensure that costs have been considered and if this service exists non-digitally, collect the appropriate documentation or document the physical process.","spans":[]},{"type":"paragraph","text":"Identify the team: who are the key stakeholders","spans":[{"start":0,"end":17,"type":"strong"}]},{"type":"paragraph","text":"The team that needs to be identified in this instance includes those who will influence and be influenced by, review and push adoption of the new service. They are not the people who will be delivering discovery.","spans":[]},{"type":"paragraph","text":"Stakeholders are typically numerous. They, along with subject matter experts, are fonts of knowledge and will be engaged with in various ways along the journey, from discrete interviews to continual involvement.","spans":[]},{"type":"paragraph","text":"It is key that they are identified early on and any involvement outlined to them, this is to ensure they are available or make additional resource available when discovery kicks off. They will also be valuable in the gathering of existing insight and outlining broader programmes of work and policy that may impact the project.","spans":[]},{"type":"paragraph","text":"Prep the fundamentals: get set for discovery(ies)","spans":[{"start":0,"end":21,"type":"strong"}]},{"type":"paragraph","text":"Almost all the work needed has been carried out at this point, the business rationale is in place and stakeholders identified and communicated with. One of the last areas to consider is what will need to be in place for discovery or in some cases discoveries as in preparing for your discovery phase, dependent on the scope, a need for several discoveries may be identified. Some things that you are likely to want to take into account include:","spans":[]},{"type":"paragraph","text":"• Will you need a shared working space?","spans":[]},{"type":"paragraph","text":"• Is co-location a requirement?","spans":[]},{"type":"paragraph","text":"• What people and skills will you need?","spans":[]},{"type":"paragraph","text":"• What tools may be required?","spans":[]},{"type":"paragraph","text":"The solutions for these elements don’t need to be in place, but consideration needs to be made at this stage to ensure that the transition to discovery is as smooth as possible.\n","spans":[]},{"type":"heading3","text":"What to expect\n","spans":[]},{"type":"paragraph","text":"Beyond the principles outlined, there is no strict template to prepare for a discovery as each project is individual, therefore time limits are changeable, personnel variable and the output slightly different. However, there are a couple of rules of to bear in mind:","spans":[]},{"type":"paragraph","text":"• Keep it short – don’t draw out the process, if you can help it. If it takes too long, it’s likely because there isn’t a clear organisational driver","spans":[{"start":2,"end":15,"type":"strong"}]},{"type":"paragraph","text":"• Avoid straying into discovery – it may be tempting to start filling in the blanks with research but that will happen in discovery\n","spans":[{"start":2,"end":31,"type":"strong"}]},{"type":"heading3","text":"The benefits of preparation\n","spans":[]},{"type":"paragraph","text":"However, large or small your project is, it’s vital that the problem or business need has been clarified early on. Leaping forward to a solution often means loss of efficiency, time wasted and duplication of effort. By applying the principles detailed, your team and the organisation will better prepared for discovery, which should lead to a more successful outcome.","spans":[]}]}}],"_meta":{"uid":"preparing-for-discovery-does-your-solution-have-a-problem"}},"article_2":{"__typename":"PRISMIC_Blog_article","article_type":"Opinion","title":[{"type":"paragraph","text":"How to employ a digital-first recruitment strategy","spans":[{"start":16,"end":29,"type":"strong"},{"start":30,"end":42,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Increasingly our clients are seeking practical recruitment strategies to..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"How to employ a digital-first recruitment strategy","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Andrew Green","job_title":"Client Partner","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/72fd2bc872fabcfafe9253c998783d31e08cbf3e_gs-avatar-andyg-new-1.jpg?auto=compress,format"}},"published":"2019-08-23","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/0ca95af4-f66d-480b-bc2c-b6327b937069_Fish_844x475.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/5d4e1d34273b8e4fd45fec0335e53e72/d47f1/0ca95af4-f66d-480b-bc2c-b6327b937069_Fish_844x475.jpg","srcSet":"/static/5d4e1d34273b8e4fd45fec0335e53e72/b5b92/0ca95af4-f66d-480b-bc2c-b6327b937069_Fish_844x475.jpg 200w,\n/static/5d4e1d34273b8e4fd45fec0335e53e72/3ff6e/0ca95af4-f66d-480b-bc2c-b6327b937069_Fish_844x475.jpg 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800px","presentationWidth":800}}},"link":{"uid":"how-to-employ-a-digital-first-recruitment-strategy"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Recruiting for the future","spans":[{"start":19,"end":25,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"At our recent breakfast roundtable, we sat down with senior HR and recruitment experts from a range of industries..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Helen Evans","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate%2Fd13e19e1-6d69-4c2b-a996-973417f41de8_unicorn+recruitment.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-11-19","link":{"uid":"recruiting-for-the-future"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate%2Fd13e19e1-6d69-4c2b-a996-973417f41de8_unicorn+recruitment.jpg?auto=compress,format"},"_meta":{"uid":"recruiting-for-the-future"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"High growth needs a North Star","spans":[{"start":19,"end":30,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"How do start-ups transform into solid businesses with sustainable plans..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Guest","job_title":null},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/25523bb1-5dc2-4376-9993-c4ef4ae325fb_High_Growth_Opinion_844x475%5B1%5D.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-02-20","link":{"uid":"high-growth-needs-a-north-star"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/25523bb1-5dc2-4376-9993-c4ef4ae325fb_High_Growth_Opinion_844x475%5B1%5D.jpg?auto=compress,format"},"_meta":{"uid":"high-growth-needs-a-north-star"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"Increasingly our clients are seeking practical recruitment strategies to attract, engage, convert and retain the very best candidates in an increasingly complex, omnichannel marketplace.","spans":[{"start":0,"end":186,"type":"strong"}]},{"type":"paragraph","text":"For many, this requires moving from top-down corporate communications and an unhealthy reliance on recruiters or CVs, to a strategically led user-first engagement programme. This mindset change is the enabler for personalised and contextually relevant techniques to welcome potential candidates into a process on the channel/s that resonates most.","spans":[]},{"type":"paragraph","text":"The shift in external service requirements can’t be achieved without internal practice change. Restructuring tools, technologies, media focus, content creation and delivery help unlock the value of the user centred service design direction.","spans":[]},{"type":"paragraph","text":"Working with the Royal Navy and University of West of England (UWE), we combine our team’s expertise with the latest intelligent technologies to respond in real-time to the attitudinal and behavioral needs of our target recruits.","spans":[]},{"type":"paragraph","text":"We have adopted a tried and tested, award-winning, mobile-first, user-centered strategy. We deliver compelling, targeted content to the right candidates through the right channels, at the right times. Sharing this content to potential employees ‘where they are’ through social channels and direct digital interactions.","spans":[]},{"type":"paragraph","text":"Based on our experience, we have five tips for any brand employer who is looking to invest in their recruitment strategy and is interested in developing their capabilities in this area:","spans":[]},{"type":"paragraph","text":"1) Do your research Get to know your audience, identify the barriers, spot the opportunities for improvement and challenge the misconceptions. Understand who you want to reach and what channels are best to reach them on. An important first step in any good recruitment strategy.","spans":[{"start":0,"end":19,"type":"strong"}]},{"type":"paragraph","text":"2) Be authentic Involve employees and real people in your recruitment narrative. If they are genuine and what they say is grounded in truth – this will have more impact and is more likely to be trusted by their peers. An honest insight into the organization which accurately portrays reality will ensure that only the right candidates progress and are more likely to stay if they are employed.","spans":[{"start":0,"end":15,"type":"strong"}]},{"type":"paragraph","text":"3) One size doesn’t fit all Deliver personalised content multichannel and interact with potential recruits across a connected journey, regardless of their entry point. Different channels or content may resonate or be more engaging for different candidates and a customer journey will rarely be linear. Be mindful that a recruit might try and join more than once or you may want to keep them in your pipeline for future opportunities, so you want to tailor the communications to accommodate their requirements too.","spans":[{"start":0,"end":27,"type":"strong"}]},{"type":"paragraph","text":"4) Adjacent influence Not every communication has to reach your core audience directly. Consider adapting the messaging and content to appeal to peers, parents or friends as they may indirectly influence the audience you are targeting. This is something we found very relevant for the Royal Navy and UWE, for whom parents were an important adjacent influence, because of safety concerns or financial considerations for example.","spans":[{"start":0,"end":21,"type":"strong"}]},{"type":"paragraph","text":"5) Future proof Keep monitoring progress and adapting communications in line with ongoing feedback and analytics. Don’t be afraid to experiment and take risks, if you’re learning from the results. Ensure there is a nurture contact strategy in place that means you don’t lose touch or go quiet on potential candidates at any point in their customer journey.","spans":[{"start":0,"end":15,"type":"strong"}]},{"type":"paragraph","text":"To find out how we can help you implement a digital-first recruitment strategy get in touch.","spans":[{"start":79,"end":91,"type":"strong"},{"start":79,"end":91,"type":"hyperlink","data":{"link_type":"Web","url":"mailto:hello@greatstate.co"}}]}]}}],"_meta":{"uid":"how-to-employ-a-digital-first-recruitment-strategy"}},"article_3":{"__typename":"PRISMIC_Blog_article","article_type":"Opinion","title":[{"type":"paragraph","text":"Loyalty and retention in digital travel","spans":[{"start":25,"end":39,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"At a recent breakfast roundtable, we were joined by a host of brands including..","spans":[]}],"seodescription":null,"seotitle":[{"type":"paragraph","text":"Loyalty and retention in digital travel","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director","profile_picture":{"dimensions":{"width":500,"height":500},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/d74f58dad9eaf531b1911b297bdb66b5769b1af9_gs-avatar-nikki.jpg?auto=compress,format"}},"published":"2019-06-13","image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg?auto=compress,format"},"programming_language":null,"singleAspectRatioImage":{"childImageSharp":{"fluid":{"aspectRatio":1.776842105263158,"src":"/static/3b1c350cb14d9a1320721e91e34e2bbe/d47f1/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg","srcSet":"/static/3b1c350cb14d9a1320721e91e34e2bbe/b5b92/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg 200w,\n/static/3b1c350cb14d9a1320721e91e34e2bbe/3ff6e/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg 400w,\n/static/3b1c350cb14d9a1320721e91e34e2bbe/d47f1/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg 800w,\n/static/3b1c350cb14d9a1320721e91e34e2bbe/266c3/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.jpg 844w","srcWebp":"/static/3b1c350cb14d9a1320721e91e34e2bbe/0c129/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.webp","srcSetWebp":"/static/3b1c350cb14d9a1320721e91e34e2bbe/0e93d/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.webp 200w,\n/static/3b1c350cb14d9a1320721e91e34e2bbe/2259f/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.webp 400w,\n/static/3b1c350cb14d9a1320721e91e34e2bbe/0c129/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.webp 800w,\n/static/3b1c350cb14d9a1320721e91e34e2bbe/43f98/56e52ee98d33865312205d5ff6c0edc3f79f5be9_travel-loyalty_opinion_844x475.webp 844w","sizes":"(max-width: 800px) 100vw, 800px","presentationWidth":800}}},"link":{"uid":"loyalty-and-retention-in-digital-travel"},"related_blogs":[{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Five strategic building blocks to better content delivery","spans":[{"start":5,"end":30,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"The role of a strategist is chiefly to provide direction. We enable our clients to..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Kate Fitzpatrick","job_title":"Lead Strategist"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"article_type":"Opinion","published":"2019-04-12","link":{"uid":"five-strategic-building-blocks-to-better-content-delivery"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/a6e026425e748fee23bb0b565500ec09753a4b75_strategic_building_blocks_opinion_844x475.jpg?auto=compress,format"},"_meta":{"uid":"five-strategic-building-blocks-to-better-content-delivery"}}},{"blog":{"__typename":"PRISMIC_Blog_article","title":[{"type":"paragraph","text":"Latest report: the reality of transformation","spans":[{"start":19,"end":44,"type":"strong"}]}],"summary_text":[{"type":"paragraph","text":"Despite being a widely-used concept since the early 2000s, transformation is..","spans":[]}],"author":{"__typename":"PRISMIC_Person","name":"Nicola Hinds","job_title":"Strategy Director"},"thumbnail":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1270457b-f38c-4566-a1a3-e2a7a55ece3f_Transformation_Report_844x475%5B1%5D.jpg?auto=compress,format"},"article_type":"Reports","published":"2019-01-28","link":{"uid":"latest-report-the-reality-of-transformation"},"image":{"dimensions":{"width":844,"height":475},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/1270457b-f38c-4566-a1a3-e2a7a55ece3f_Transformation_Report_844x475%5B1%5D.jpg?auto=compress,format"},"_meta":{"uid":"latest-report-the-reality-of-transformation"}}}],"body":[{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"At a recent breakfast roundtable, we were joined by a host of brands including Hilton, Expedia, Contiki and TripAdvisor, to discuss the challenge of loyalty within the travel sector.","spans":[]},{"type":"paragraph","text":"It’s fair to say that it’s been a slightly bumpy ride for those in the travel industry over the last few years. Faced with a level of unprecedented change, it’s been hard for brands to stay afloat - let alone deliver profitable growth, with Thomas Cook being the latest longstanding brand to hit the headlines as a result of its financial woes.","spans":[]},{"type":"paragraph","text":"One of the key ways for brands to have a chance of survival (and dare I say growth) in such a challenging environment is through the retention and development of a loyal customer base.","spans":[]},{"type":"paragraph","text":"The impact on the bottom line is long proven – with an estimated 25% - 95% increase in profits based on an increased retention rate of only 5%. In addition, those customers are less likely to be sensitive to price change, more likely to forgive any issues and go to bat for you publicly, as well as providing quality feedback to allow you to develop as a brand.","spans":[]},{"type":"heading3","text":"Loyalty programmes","spans":[]},{"type":"paragraph","text":"Historically the go-to solution for brands looking to build a long-term relationship with customers has been to focus attention on developing a loyalty programme. Indeed, they were considered the marketing golden bullet in the late 80s/90s with the arrival of iconic programmes such as the British Airways Executive Club and Tesco Clubcard.","spans":[]},{"type":"paragraph","text":"Whilst much has been made about the pros and cons of loyalty programmes, since their mass adoption they have been great at delivering against three fundamental business needs:","spans":[]},{"type":"paragraph","text":"1) Providing a level of insight into user behavior that was never previously accessible","spans":[]},{"type":"paragraph","text":"2) Providing opportunity for an ongoing conversation","spans":[]},{"type":"paragraph","text":"3) Encouraging further purchase at a reduced cost of sale","spans":[]},{"type":"paragraph","text":"But perhaps most importantly they highlighted the very real need to make customers feel valued when they actively chose to continue their relationship with you. To somehow recognise that you appreciate their ongoing custom, even if it doesn’t stretch to the depth of ‘loyalty’.","spans":[]},{"type":"paragraph","text":"However, there’s plenty to suggest their impact is starting to wane. Research undertaken by Google (August 2018) specifically into loyalty in the travel sector suggested loyalty programmes don’t even make it into the top three factors when considering who to book with, instead coming 4th place after customer service, easy to use websites and online reviews.","spans":[{"start":100,"end":111,"type":"strong"},{"start":100,"end":111,"type":"hyperlink","data":{"link_type":"Web","url":"https://www.thinkwithgoogle.com/consumer-insights/travel-marketing-strategy/"}}]},{"type":"paragraph","text":"So, whilst they will undoubtably continue to the be the bedrock of an organisation’s loyalty efforts, how long will that continue to be the case if they stay in their current format?","spans":[]},{"type":"heading3","text":"Loyalty experiences","spans":[]},{"type":"paragraph","text":"There is now a growing recognition that loyalty needs to fulfil a much broader remit, moving from ‘programmes’ to ‘experiences’ of loyalty, ensuring brands consider how every part of the customer journey can be used to gain and reward loyalty. Whereas traditional loyalty programmes focus on transaction post purchase, technology has opened up new channels and therefore data streams, allowing retention tactics to be much more sophisticated and considered earlier in the user journey. This ensures that the whole experience drives brand engagement rather than the promise of far off rewards or discounts.","spans":[]},{"type":"paragraph","text":"One brand outside the travel sector that has managed this transition successfully is Starbucks. They’ve worked hard over the last few years to develop a digital experience that puts their standard points programme at the heart, surrounded by a wider experience that generates and rewards loyalty – including their mobile order and pay, spotify playlists, personalised content, promotions and crowdsourcing.","spans":[]},{"type":"paragraph","text":"They’re clearly doing something right by approaching loyalty is such a broad way. You still have to spend roughly $75 to get a free drink, and yet 48% of the all people who have downloaded the app still regularly interact – which equates to an active base of over 16 million people.","spans":[]},{"type":"heading3","text":"Two forms of loyalty","spans":[]},{"type":"paragraph","text":"To deliver this type of successful appeal, brands need to ensure they consider developing their offering to appeal to two distinct types of loyalty - Attitudinal loyalty and Behavioural loyalty (as referenced in Google’s research).","spans":[]},{"type":"list-item","text":"Attitudinal loyalty - focuses on how appealing your brand is to people considering a purchase in your subsector. If asked would they say that they would book with you over others.","spans":[{"start":0,"end":19,"type":"strong"}]},{"type":"list-item","text":"Behavioural loyalty - focuses on what people actually do. Fundamentally how easy do you make it for people to book with you.","spans":[{"start":0,"end":19,"type":"strong"}]},{"type":"paragraph","text":"Attitudinal and behavioural loyalty both need to be given considerable focus by brands and one does not necessarily lead to another.","spans":[]},{"type":"paragraph","text":"","spans":[]}]}},{"__typename":"PRISMIC_Blog_articleBodyContent_width_image","type":"content_width_image","primary":{"caption":null,"content_width_image":{"dimensions":{"width":1756,"height":1097},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.png?auto=compress,format"},"content_width_imageSharp":{"childImageSharp":{"fluid":{"aspectRatio":1.6007292616226072,"src":"/static/aa8b29852d152dac9d768d443b7e7fc8/ac2a7/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.png","srcSet":"/static/aa8b29852d152dac9d768d443b7e7fc8/2f903/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.png 320w,\n/static/aa8b29852d152dac9d768d443b7e7fc8/96d29/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.png 640w,\n/static/aa8b29852d152dac9d768d443b7e7fc8/ac2a7/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.png 1280w,\n/static/aa8b29852d152dac9d768d443b7e7fc8/de9ec/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.png 1756w","srcWebp":"/static/aa8b29852d152dac9d768d443b7e7fc8/80f20/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.webp","srcSetWebp":"/static/aa8b29852d152dac9d768d443b7e7fc8/c172f/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.webp 320w,\n/static/aa8b29852d152dac9d768d443b7e7fc8/c03cf/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.webp 640w,\n/static/aa8b29852d152dac9d768d443b7e7fc8/80f20/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.webp 1280w,\n/static/aa8b29852d152dac9d768d443b7e7fc8/3737f/3ab2e6326766fd438ec1285f5d3f7d4e83e3a5aa_attitudinal_and_behavioural_loyalty.webp 1756w","sizes":"(max-width: 1280px) 100vw, 1280px","presentationWidth":1280}}}}},{"__typename":"PRISMIC_Blog_articleBodyText","type":"text","primary":{"text":[{"type":"paragraph","text":"To give this some context, here’s a practical example of why both elements are key:","spans":[]},{"type":"paragraph","text":"I have a child free weekend coming up and I plan on going somewhere where I’d never consider taking my children. I fully intend to book a gorgeous, wildly expensive boutique city break, fitting for such a rare occasion from Mr and Mrs Smith. I have ‘attitudinal loyalty’ to them as a brand. I really want to buy what they offer.","spans":[]},{"type":"paragraph","text":"In reality, what happens is that I leave it later than I should to book something. Booking.com see that I’ve booked flights to Lisbon, and as a result send me a timely email with an amazing 5 star hotel offer in just the right location. It may not be the unique/boutique hotel I originally had in mind, but it’s a great deal on a beautiful, well reviewed hotel. I’ve previously booked with them dozens of times, so the process is simple with the added reassurance that I can cancel if I need to with no penalty (clearly fully intending to search out that boutique hotel in the meantime but never quite finding the time). In this example, I have ‘behavioural loyalty’ to booking.com.","spans":[]},{"type":"heading3","text":"The loyalty continuum","spans":[]},{"type":"paragraph","text":"There are plenty of brands are getting a lot of things right in both spaces, but it’s questionable whether this is a as a direct result of trying to generate loyalty, or as a by-product of acquisition. And that’s an important point, the brands that are really making huge strides forward in creating a loyalty ‘experience’ are those that consider acquisition, retention and loyalty as one simple continuum. This can often be more about breaking down the organisational silo’s that ‘chunk’ the customer relationship into ‘before’ and ‘after’ sale, to align them under a single Chief Digital or Experience officer, rather than delivering something bleeding edge to your customers.","spans":[]},{"type":"paragraph","text":"One thing is for sure, as Generate Z and A start coming of age, demanding substantially different behaviour from the organisations they choose to interact with, brands will need to up their game beyond ‘cookie cutter’ points and discount schemes to earn their loyalty.","spans":[]}]}}],"_meta":{"uid":"loyalty-and-retention-in-digital-travel"}},"article_4":null,"article_5":null}},{"__typename":"PRISMIC_Partner_pageBodyBanner","type":"banner","content":{"link_text":[{"type":"paragraph","text":"Get in touch","spans":[]}],"paragraph_1":[{"type":"paragraph","text":"Get in touch to find out how we can help your brand","spans":[]}],"title":[{"type":"paragraph","text":"Want to lead your market?","spans":[]}]}}],"relatedCaseStudies":[{"case_study":{"__typename":"PRISMIC_Case_study","intro_text":[{"type":"paragraph","text":"Transforming passenger experience and driving growth at Bristol Airport","spans":[],"direction":"ltr"}],"portrait_image":{"dimensions":{"width":626,"height":670},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aSm_DHNYClf9nlbu_BRISMob1.png?auto=format,compress"},"landscape_image":{"dimensions":{"width":1280,"height":700},"alt":null,"copyright":null,"url":"https://images.prismic.io/greatstate/aSm_DHNYClf9nlbt_BRSHero1.png?auto=format,compress"},"link":{"uid":"transforming-passenger-experience-and-driving-growth-at-bristol-airport"},"largeDeviceImage":{"childImageSharp":{"fluid":{"aspectRatio":1.8285714285714285,"src":"/static/a5c7de234714b54209eaf55080a59e30/ea5de/aSm_DHNYClf9nlbt_BRSHero1.png","srcSet":"/static/a5c7de234714b54209eaf55080a59e30/6b0e5/aSm_DHNYClf9nlbt_BRSHero1.png 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800px","presentationWidth":800}}},"smallDeviceImage":{"childImageSharp":{"fluid":{"aspectRatio":0.9343283582089552,"src":"/static/e1f1c8c8e0d25457a20c111378c7313f/114b5/aSmHTnNYClf9nkgt_RNMob1.png","srcSet":"/static/e1f1c8c8e0d25457a20c111378c7313f/6b0e5/aSmHTnNYClf9nkgt_RNMob1.png 200w,\n/static/e1f1c8c8e0d25457a20c111378c7313f/a489e/aSmHTnNYClf9nkgt_RNMob1.png 400w,\n/static/e1f1c8c8e0d25457a20c111378c7313f/114b5/aSmHTnNYClf9nkgt_RNMob1.png 626w","srcWebp":"/static/e1f1c8c8e0d25457a20c111378c7313f/a5e78/aSmHTnNYClf9nkgt_RNMob1.webp","srcSetWebp":"/static/e1f1c8c8e0d25457a20c111378c7313f/0e93d/aSmHTnNYClf9nkgt_RNMob1.webp 200w,\n/static/e1f1c8c8e0d25457a20c111378c7313f/2259f/aSmHTnNYClf9nkgt_RNMob1.webp 400w,\n/static/e1f1c8c8e0d25457a20c111378c7313f/a5e78/aSmHTnNYClf9nkgt_RNMob1.webp 626w","sizes":"(max-width: 626px) 100vw, 626px","presentationWidth":626}}}}}]}}},"pageContext":{"isCreatedByStatefulCreatePages":false,"rootQuery":"\n  query PrismicPartnerPageByDocumentID($uid: String!) {\n    prismic {\n      partner_page(uid: $uid, lang: \"en-gb\") {\n        text: intro_text\n        title\n        landscape_image\n        portrait_image\n        seodescription\n        seotitle\n        largeDeviceImage: landscape_imageSharp {\n          childImageSharp {\n            ...prismicGatsbyImageSharp\n          }\n        }\n        smallDeviceImage: portrait_imageSharp {\n          childImageSharp {\n            ...prismicGatsbyImageSharp\n          }\n        }\n        body {\n          ... on PRISMIC_Partner_pageBodyImage_quotes {\n            type\n            primary {\n              title\n            }\n            fields {\n              author {\n                ... on PRISMIC_Person {\n                  name\n                  job_title\n                }\n              }\n              text\n              image\n              imageSharp {\n                childImageSharp {\n                  fixed(width: 1200, quality: 100) {\n                    ...GatsbyImageSharpFixed_withWebp_noBase64\n                  }\n                }\n              }\n            }\n          }\n          ... on PRISMIC_Partner_pageBodyText {\n            type\n            primary {\n              text\n            }\n          }\n          ... on PRISMIC_Partner_pageBodyFull_width_image {\n            type\n            primary {\n              caption\n              full_width_image\n              full_width_imageSharp {\n                childImageSharp {\n                  ...prismicGatsbyImageSharp\n                }\n              }\n            }\n          }\n          ... on PRISMIC_Partner_pageBodyFigure_block {\n            type\n            fields {\n              figure\n              label\n            }\n          }\n          ...partnerCta\n          ... on PRISMIC_Partner_pageBodyArticle_slider_block {\n            type\n            label\n            primary {\n              title_of_section\n              article_1 {\n                ...prismicBlogArticleFields\n              }\n              article_2 {\n                ...prismicBlogArticleFields\n              }\n              article_3 {\n                ...prismicBlogArticleFields\n              }\n              article_4 {\n                ...prismicBlogArticleFields\n              }\n              article_5 {\n                ...prismicBlogArticleFields\n              }\n            }\n          }\n        }\n        relatedCaseStudies: related_case_studies {\n          case_study {\n            ... on PRISMIC_Case_study {\n              ...prismicCaseStudyCardNoTitle\n            }\n          }\n        }\n      }\n    }\n  }\n","id":"XcPs1BAAACIAOa6d","lang":"en-gb","uid":"microsoft","alternateLanguages":[]}}