Delivering great ROI by putting supporters at the heart of the digital strategy
First season results:
- +35% Shop sales within first three months
- +28% Online ticket sales per match
- +179% Family ticket sales per match
- +337% Newsletter sign ups year-on-year
- +313% Facebook followers year-on-year
- +100% Mobile visits from first to second half of the season
Bath Rugby tasked us with developing a first-class website, mobile site and online shop that would connect with fans, improve revenue and reflect their ambition and vision.
We worked with Bath to establish project objectives and then undertook user research to understand how supporters and stakeholders interact with Bath online.
Increase user engagement Our content strategy balances Bath’s commercial objectives with the information the fans want, meaning they are more likely to watch a video, share an article, sign up to the newsletter, or follow on Facebook.
Recruiting fans of the future We created a social media strategy for Bath to work with – key for engaging a younger demographic. We also designed a more engaging ticketing area, meaning the benefits of family tickets can be highlighted.
Increase online ticket purchases The homepage now includes fast access to future games, match overviews, media coverage, travel, and weather forecasts, with a fully featured ticket purchasing experience to drive sales.
Increase online turnover We addressed the barriers to online shopping raised by fans in the research by; focusing on products, including size guidelines, introducing season ticket holder discount, free delivery and returns, and PayPal as a payment method. We also built a sophisticated back-office system which means Bath can now create offers and promotions to boost sales in key periods.
Increase access via smartphones We replaced Bath’s original iPhone app with a mobile site, offering wider reach, raising the Club’s profile and delivering additional traffic.
“Positive were selected for their all-round professional approach, and relaxed and friendly attitude. We are really excited by the in-depth knowledge and understanding that Positive will bring to our digital strategy over the next few years.”
Jez Curwin, Marketing and Communications Director, Bath Rugby