Website
Website
Blue Anchor
Blue Anchor is a leading leisure provider on the East Coast, consisting of first class venues, holidays and entertainment.
Where
they were
With continuous expansion plans and a commitment to investment within the leisure industry, Blue Anchor needed their Marketing to support their growth plans.
Where they
wanted to be
A streamlined and systematic approach to Marketing with measurable results, starting with their websites.
The
Result
A slick, modern, portfolio of websites, easy to use CMS and integration to online booking software.
How we got there
Marketing audit
Keane carried out an extensive Marketing audit which concluded the existing websites didn't offer a positive user experience, they were disjointed from the brand and were failing the Google Core Web Vitals tests. It was unclear what each site was offering or who was the intended target market and there were no clear calls to action to encourage users to engage. Following the audit, it was agreed that their websites would be the crux of their Marketing activity and would be the passport to delivering effective multi-channel marketing campaigns.
Content Management system (CMS)
All 3 websites have one centralised Content Management System to easily manage them. This includes:
- Permissions set to restrict relevant areas to specific people within the different strand of the business.
- Additional permissions set for sales people ensuring they only access the enquiries assigned to them, meaning there is no duplication of pipeline enquiries and their progress through the purchasing cycle can be easily monitored.
- Ability to easily manage all areas of each site through bespoke modules to ensure that the look and layout remains consistent across all areas of each website.
Increased functionality
In order to easily update in house and streamline internal processes, the new websites have increased functionality. This includes:
- Data capture - for brochure downloads
- Caravan Listing details - enquiries are sent directly to specific office locations and relevant colleagues
- Events - ability to internally manage, upload and amend details on all events.
- Self Catering Holiday Homes – full listing and details of availability linked to booking system
- Parks Listing - specific details for the 16 individual parks managed by Blue Anchor.
improved user experience (UX)
A key element of any website is the User Experience (UX). Research has shown that if a website offers a poor user experience, the audience is less likely to complete your desired action.
In order to improve the User Experience, we focused on a clean layout and design, easy to navigate structure and clear Calls to Action throughout the site that enables the audience to quickly and easily complete enquiries and bookings.
Unique features
The 3 new websites have their own unique features whilst keeping a consistent design, styling and layout to support brand recognition.
primary objectives
Keane identified primary objectives and a clear target audience for each site and suggested a route to follow in order to clarify and simplify each website.
Marketing Guides
Essential Guide to Marketing
This guide will take you through the essentials of marketing. It will help you to think about your strategy, your plan and what to consider when setting a budget.
Essential Guide to Online Marketing
This guide will take you through the basic principles of online marketing. It will help you to think about your strategy, your plan and what to consider when starting online marketing for your business.
