When we were first invited to pitch for the delivery of a new online strategy and responsive website facility for North Lanarkshire Leisure, some of the Advanceworx team were spotted in active-wear!
Well, we do like to immerse ourselves into our client’s world.
NL Leisure selected us following a competitive tender process to improve their communication with members, partners and the wider community. Our process began with an in-depth research phase where we identified their varied audience profile, ranging from kids, through adults, corporate members and PasSport members that includes those with disabilities, currently seeking employment or retired.
This research process provided the crucial information to allow our creative design team and digital space experts to structure an exciting new brand communication design. We developed a user experience system to engage club members online across multiple devices, encouraging members to join and use the service.
Our client provided clear objectives within their brief and included:
- Create a better online experience, ensuring ease of navigation with critical information at a user’s fingertips and all information on the site easily accessible
- Communicate with their online audience better, providing them with new ways to learn about fitness and sports facilities on offer
- Increase website traffic, including visits, page views and overall time spent on the site
- Provide calls to action to increase membership levels
- Develop systems that would mirror the growth trends of the organisation and provide futureproof measures to empower the client to control communications
- Make the experience of finding information, learning more and booking activities a streamlined, managed system
Not only did we successfully address each of these areas, but we continually work with NL Leisure to monitor the results and continually refine the website according to our findings.
As well as developing their online offering and forming ongoing strategies, we also assisted our client with offline collateral, creating consistency of brand and critical messages throughout physical sites that tied in to the online campaigns.
Following a successful initial delivery of an overarching communications strategy, we have subsequently been appointed to support NL Leisure’s marketing department on an ongoing basis.
The project design and development was driven by a requirement to ensure a seamless experience across multiple devices, ensuring mobile, tablet and desktop users experienced the same high quality delivery. We ensured that all online visitors could access all information that they need easily and quickly, clearly sign posting the information they wanted, no matter where they were.
Members and visitors benefit from the rich descriptive content, training videos and tutorials of sports and fitness classes. They can also keep updated with all the latest news and events from NL Leisure while planning their week at all of the venues. The powerful Content Management System (CMS) system allows the client to continually update all areas of the site, including new sections, unique landing pages, news and events, as well as navigational updates to ensure new content is simple for users to find.
The system all links back to a database for our client, allowing them to continually monitor membership enquiries and reporting, as well as linking site data with Google to analyse how users browse the site, allowing them to continually improve the visitor experience. Advanceworx provided full system training to NL Leisure staff across a number of internal departments, providing them with unique log-in areas that reflected their role, as well as ensuring each and every area of the site communications is kept up to date for visitors.
By creating a bespoke “Find My Class” section, we allowed members to learn about the classes offered each day across 18 different venues, as well as including a responsive search function. This facility has been warmly welcomed by members and delivered a significant increase in users registering for classes, improving NL Leisure’s ability to sustain busy, popular classes. Information being fed directly from the system eliminates the need for manual updates and ensures an easy to manage platform for staff.
Through comprehensive research and planning, we structured a new website facility to create ease of navigation, clear sign posting for visitors and the facility for North Lanarkshire Leisure to communicate all the advantages of their offering to site visitors, with engaging call to actions and clear brand communications. As a result of Advanceworx’s support, NL Leisure have experienced a significant increase in membership sign ups, as well as boosts in attendance across all of their classes and venues.
NL Leisure have been delighted with these increases across our target objectives, and have repeatedly praised the quality and speed of the support they have received from Advanceworx.