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For more information
please contact
Emma Hudson
+44 (0)117 972 8852
emma@positivestudio.co.uk

Positive

Hello and thanks for visiting. We’re Bath Rugby’s digital partner, we’re proud of the work, we’re passionate about sport and we’d love a chance to talk to you.

Bath Rugby

Bath Rugby has ambitious plans, with digital and social channels central to their communications strategy. Last year, Positive were appointed as Bath’s digital partner.


Contact us

For more information please contact Emma Hudson +44 (0)117 972 8852 emma@positivestudio.co.uk

Research

Positive recommended undertaking a comprehensive user research study to provide a deeper understanding of how fans and key stakeholders interacted with Bath online. We recognised this would offer fans an opportunity to flag up any barriers they faced when using the sites.

Collaborating with Bath we defined audience types and conducted interviews with a cross-section to understand:

  • Current interest in rugby, Bath and internet usage
  • How the internet – and Bath’s website specifically – fit into rugby related activities
  • Timelines of usage around match weeks

This fundamentally shaped the decision-making for the overall structure and content strategy for each site, offering comprehensive feedback, in-depth analysis, opinion and the key drivers to growing visits and use of the Club.

It ensured Positive and Bath were always on the same page – the reason behind the development of each area was clear and made sense. This has supported Bath’s on-going marketing plans which have contributed to the following:

  • Newsletter subscription + 250%
  • Facebook followers + 147%
  • Shop sales + 35% in the first quarter
Bath Rugby user research quotes

The research is now used on a regular basis, informing out-going communication from the Club to the fans


Contact us

For more information please contact Emma Hudson +44 (0)117 972 8852 emma@positivestudio.co.uk

Website

We were tasked with developing a first class website for Bath, connecting with fans, improving revenue and reflecting the brand, ambition and vision of the Club.

Our commissioned research showed:

Fans:

  • Wanted to feel more connected to their club
  • Often perceived the site to be selling to them
  • Thought content was hard to find and often dated

Sponsors:

  • Wanted more from online hospitality packages
  • Needed nationwide travel information
  • Wanted a site they could use to foster client relationships

A strict content strategy balances commercial objectives, with information the fans want. The homepage delivers fast access to future games, overviews of recent matches, media coverage and travel updates. ‘Next Match’ offers TV and radio coverage plus match-day weather forecasts, and a fully featured ticket purchasing experience, driving sales growth.

The site was delivered on time and on budget, giving the fans and the club exactly what they wanted.

Visit the Bath Rugby website
Bath Rugby website Bath Rugby website

Click or tap screen to view website

“Positive were selected for their professional approach…we’re really excited by the in-depth knowledge and understanding they’ll bring to our digital strategy”

Jez Curwin, Marketing and Communications Director


Contact us

For more information please contact Emma Hudson +44 (0)117 972 8852 emma@positivestudio.co.uk

Online shop

We were tasked with delivering a market leading online store ensuring fans could find what they wanted quickly and easily, and encouraging further shop spend.

Key issues our research uncovered included:

  • Lack of product reviews – a turn off
  • Inconsistent sizing across clothing ranges – disappointing
  • Postage and returns costs – prohibitive
  • Mandatory account creation – barrier

Throughout, the fans’ needs were at the forefront of our delivery: from reducing pagination to focusing on products and size specific guidelines for every clothing range, including zoom view. We also included Season Ticket holder discount when ordering online, free delivery and free returns, plus PayPal as a payment method.

Moving forward, the level of sophistication built into the system ensures endless opportunities – from creating discount and voucher codes, to offering complex bundles. Collectively we’ve made shopping online a really attractive proposition for the fans, with the figures speaking for themselves.

Visit the Bath Rugby online shop
Bath Rugby online shop Bath Rugby online shop

Click or tap screen to view website

Within the first three months of the site going live, Bath saw a 35% increase in online sales


Contact us

For more information please contact Emma Hudson +44 (0)117 972 8852 emma@positivestudio.co.uk

Mobile site

Positive recommended replacing Bath’s original iPhone app with a fresh mobile site, offering wider reach, raising the Club’s profile and delivering additional traffic to the site.

By restricting images, we delivered a fast loading site – imperative for mobile. We also identified key content that would be both popular and relevant to fans browsing from their mobile, including:

  • Find us – using GPS
  • Next match info – information on team, location, tickets etc
  • News – including match previews, reviews and preview videos
  • Fixtures & Results
  • League tables
  • Team – player profiles and stats
  • Newsletter signup
  • Switch to desktop site – crucial to those who wanted a feature from the main site

The results, since launch, have been impressive:

  • 593,000 page visits
  • 47% of traffic now coming from search – something the app would never have picked up
  • 100% uplift in visits, from the first to the second half of the season, as awareness grew
Bath Rugby mobile site Bath Rugby mobile site

To visit the site type this url into the browser of your smartphone

m.bathrugby.com


Traffic spikes significantly on match days, proving the mobile site really has become a part of every fan’s match day experience


Contact us

For more information please contact Emma Hudson +44 (0)117 972 8852 emma@positivestudio.co.uk

The digital future for sport is already here…

Second screen experience

This is still a relatively new phenomenon and channel, where people are highly engaged and emotionally connected for long periods of time. There are huge commercial opportunities.

Ticket purchase

Where fans pick the seats they want, with the view they’ll enjoy and then seamlessly share seat numbers on Facebook or Twitter. This has the benefit of promoting your event, and spurring on friends to buy seats nearby.

Location based marketing

With potentially thousands of fans in one place, encouragement and game play around ‘checking in’ and visiting key places is an innovative way of engaging with fans and offering enormous commercial potential.

We could go on – but we’d rather talk to you direct…

Emma Hudson
+44 (0)117 972 8852
emma@positivestudio.co.uk

Contact us

For more information please contact Emma Hudson +44 (0)117 972 8852 emma@positivestudio.co.uk