Case Studies
Background
GHA Rugby Club is a large rugby club with around 500 members and several hundred more supporters. Being able to communicate quickly and effectively with such a large membership and extended support was an ongoing problem and the subject of many a complaint. Not only was this a frustration for both the club and it's members, but it was also costing the club potential revenues due to members being unaware of upcoming matches, social events, etc.
The Challenge
To create a multi-channel online communication strategy that catered to the needs of the club membership. Notably, club members ranged from primary school children to senior citizens, therefore different channels would provide the flexibility to ensure the needs and technical ability of different members were catered for.
Implementation
Website: The Communication Hub
A new club website was built to act as a hub for club information and communications. This included:
- A modern, effective design consistent with club branding
- A well structured information architecture which ensures the site is easy to use despite the large amount of information which requires to be displayed
- Clear 'call-to-actions' for site visitors to 'connect' with the club's communication channels
- A Blog: Interactive News Page which enables users to leave comments and feedback providing an effective way for conversation to occur around particular stories and issues
- An embedded analytics package which monitors site usage and provides data that can be used in attracting site sponsors
- An Events Calendar providing a quick overview of upcoming social events
GHA Rugby Club - Home Page
Social Networking, Email Marketing, Micro-blogging, Online Video: The Communication Channels
Fan Site: Facebook
We set up a community page (Fan site) on Facebook which enabled the substantial number of club members and supporters who use this popular social networking site to become 'Fans' of GHA Rugby Club. GHA is now able to send out simultaneous updates, share photos and publicise upcoming events with all of it's Facebook Fans in an instant. Best of all - it's free.
Click Button to view the GHA Fan Site
GHA television: YouTube
We created a branded channel on YouTube which provides a central repository for club videos and also provides an opportunity for match highlights to be seen by some of YouTubes 100 million+ users. Videos can be shared and commented on providing a more engaging user experience. Using social platforms such as YouTube also helps to increase website traffic through referrals and helps to raise the club's profile in general.
Click to vist GHA tv
Micro-blog: Twitter
Similar to the Fan Site, Twitter enables people to connect with GHA and receive regular, short notifications and updates through their Desktop, Laptop and Mobile. Members can also send messages, or 'Tweets' as they are known, to GHA meaning information can be distributed in a more social and open way.
Visit the GHA Twitter page
Email Marketing
Email Marketing is used to send periodic newsletters which provide a summary to members of what's going on at the club and an overview of upcoming events, etc. Email marketing also provides a sponsorship opportunity and the size of the GHA mailing list is substantial enough that it not only helps to keep members and supporters informed, but it is also profitable to do so.
Results
GHA is at the forefront of Scottish Sports clubs in terms of how it is now using online technology not only to communicate more effectively with it's membership and supporters but also in using the web as a cost effective way of driving and publicising some of it's various revenue streams. The feedback received from the membership has also been extremely positive.
"Brilliant... no, outstanding website!!" - GHA Member
"Brilliant... no, outstanding website!!" - GHA Member