» Content Strategy Consultant for Singapore GLC (P23069)

Content Strategy Consultant for Singapore GLC (P23069)

Client/Industry: Government-Linked Organisation (GLC), Singapore
Attendees: Internal Stakeholders and General Public
No of attendees: -

Duration: 9 Months
Mode of delivery: In-Person
Date: July 2023 – April 2024

The Challenge:

The client, a major government-linked organisation in Singapore, was undergoing a large-scale transformation in how it communicated with the public. With multiple service touchpoints and a highly diverse customer base, they needed a robust yet adaptable content strategy—one that was deeply grounded in customer journeys, while technically feasible across their existing CMS ecosystem.

However, developing a system-wide playbook wasn’t the only challenge. The team had to navigate internal silos, evolving strategic priorities, and the urgency to validate assumptions with real-world data—all within a short timeline. They were also expected to gather feedback from frontline operations and site-specific public interactions, ensuring that final content recommendations reflected genuine user experience, not just boardroom ideation.

They needed a consultant who could not only design at the strategic level but roll up their sleeves for fieldwork—working across stakeholders, functions, and even language barriers to deliver practical and scalable results.

PPEARL’s consultant brought structure and clarity to a complex, multi-stakeholder project. We appreciated their flexibility and support throughout the engagement, especially towards the end when timelines were tight. Their commitment to finding solutions, not just pointing out problems, made a big difference.

The Solutions:

PPEARL deployed a dedicated Content Strategy Consultant to lead the entire engagement. The work unfolded along two core tracks:

Content strategy & playbook development

• Conducted customer journey mapping through cross-functional workshops and stakeholder interviews

• Audited legacy content assets and mapped them against CMS capabilities for seamless future integration

• Designed channel-specific engagement strategies tailored to audience behaviours and expectations

• Developed a phased implementation roadmap with feedback loops and executive alignment check-ins

Onsite research & public feedback

• Carried out live fieldwork at selected touchpoints through surveys and in-person conversations

• Gathered behavioural data and direct feedback to validate journey assumptions

• Synthesised findings into actionable frameworks and micro-guidance for content delivery teams

Throughout the consultancy, regular updates were provided to working teams and senior leaders, ensuring both operational alignment and strategic endorsement.

The Impact:

The consultancy not only delivered its original scope on time but was extended beyond the initial contract due to the client’s confidence in the consultant’s execution. The final playbook was praised for its clarity, usability, and strong alignment with on-the-ground realities.

Teams across content, customer experience, and technology functions now operate with a shared understanding of user journeys and content expectations. The consultant’s agility—moving seamlessly between data gathering, analysis, and co-creation—enabled the organisation to move from abstract strategy to real, implementable steps for system-wide content transformation.

12

Unique Journey Maps Validated
80+

Content Assets Audited, Tagged, and Aligned
9

Months Engagement in Total

PPEARL's Promise:

At PPEARL, we don’t just deliver strategies—we embed ourselves in your journey. Whether through customer research or system-aligned design, we ensure your content ecosystem is built to engage, perform, and evolve with your audience.