Expertise
Brand strategy workshop
Brand toolkit
Member-focused workshop
Tailor-made web development
Marketing consultancy
The
Challenge
With a proud history and over 1700 members, Sussex Yacht Club wanted to bring both their brand and website into the 21st Century to compliment their recently built, award-winning clubhouse located in Shoreham-by-Sea.
Brand identity
As with the majority of yacht clubs, a burgee design had been used for generations. The brief from key stakeholders was to be brave and do something different.
Website
The old website was built in the aging Joomla platform which was both cumbersome to manage and inflexible.
The front-facing website design was tired, with poor mobile device compatibility, a small screen width and a complex navigation structure. This was seen as a barrier to engagement, particularly for potential new members.
The website needed a tighter integration with the Harbour Assist membership platform including a way to interface with this when signing up new members and checking the subscription status of existing members when logging in.
The club suffered from spreading member engagement across a variety of platforms external to their website for training, crewing events and ticketing amongst others.
Our
Solution
The website was to designed to ensure all the needs of the club’s audience were met and we held user-focussed workshops, building on the previous work undertaken in the brand development stage.
The SYC team required a user friendly, easy-to-manage website that could streamline registration sign-ups and allow members to easily book facilities both in the clubhouse and on the water.
We developed a phased solution that integrated fully with Harbour Assist, incorporating both public and gated content with new and registered members gaining access to the following:
- Member registration sign up
- Facilities hire
- Restaurant reservations
- Training booking
SYC now have a website future-proofed and ready for a new generation of club members
Website transformation
Old website (left)
New website (right)
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We achieved an 85% efficiency improvement in the time taken to process a member registration sign up
Source: Sussex Yacht Club
We achieved an 11% increase in registered members signing up to club events
Source: Sussex Yacht Club
Our specialist expertise
| Expertise | |
|---|---|
| Brand strategy workshop |  |
| Brand identity development | |
| Member focused workshop | |
| Tailor-made web development | |
| Marketing consultancy | |
| Features | |
|---|---|
| Member signup and login | |
| Tiered membership subscription | |
| Integrated registrations and bookings | |
| Integrated signup and admin verification | |
| Bespoke online forms | |
| Club news and event promotion | |
| Benefits | |
|---|---|
| Improved business growth | |
| Increased recognition and visibility | |
| Improved advocacy and loyalty | |
| Improved site loading times | |
We were extremely impressed by how quickly the team understood and internalised what we are all about even though we are not a conventional commercial business but rather a sports organisation/a sailing club with a very specific mission.
Sue Large SNR
Sussex Yacht Club
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