At the end of 2013, After Digital was selected by Live Active Leisure to develop a first-class digital strategy and fully responsive website and now we’re excited to announce its launch!
Jonny Wilson, Marketing Co-ordinator at Live Active Leisure, said; “The new responsive site has had a great reception from our customers so far and we can see that visitor figures have improved through our analytics reports. Mobile usage is now sitting higher than our desktop figures showing just how crucial getting the right design for the mobile platform was for the site development. After Digital’s project management has been key to delivering on our objectives and we look forward to continuing working with them on ways to further improve our visitor’s web experience.”
The in-depth digital strategy and digital marketing process began with a content audit and keyword and competitor research identifying key performance benchmarks and opportunities for future market growth for Live Active Leisure. Keyword research identified a number of niche trends and opportunities to optimise for whilst competitor analysis uncovered fantastic scope for improvement - expanding website content, making the website more social and attracting quality inbound links. Implementation of the above will have a positive impact on the number of relevant website visits and enhance the online reputation of the Live Active Leisure brand.
Identified in the early stages, the results of this content audit and keyword research were then utilised by After Digital’s content experts in developing a content strategy to span all Live Active Leisure’s online channels. After Digital has combined both on-page and off-page techniques providing guidance on how best to optimise content, as well as outlining a link-building strategy and producing an overall search marketing strategy for the Live Active brand.
Furthermore, as social media represents a unique opportunity to engage with both existing and prospective customers, After Digital audited Live Active Leisure’s social media presence and performance, providing insights and recommendations for effectively circulating content to target audiences and making valuable new connections. Consequently, Live Active Leisure is now equipped with a better understanding of how they can use social to encourage loyalty and reinforce awareness of the brand.
Further digital marketing work included research into the best ECRM solution for the organisation and the delivery of a well-researched email strategy.
Stage two of this relationship consisted of a highly collaborative design process, whereby the Live Active team were exposed to our unique After Digital Site™ initiative, which sees key stakeholders from the client’s team spend time on site with core members of the After Digital project team to work together over a period of several days, in order to achieve particular milestones. One of the huge benefits of this approach is it allows both teams to gain maximum exposure and insights into the other’s working practices and values, whilst sharing key learnings and feeding back consistently.
Our expert creative team then designed a mobile-first responsive website reflecting the organisation’s dynamic new branding, which incorporates seven new sub-brands that aim to better serve their key consumer demographics. The seven sub-brands include Live Active Fitness, Live Active Sport, Live Active Wellbeing, Live Active Steps, Live Active Fun, Live Active Energy and Live Active Plus.
Created in adherence to Live Active Leisure’s specifications and high standards, the website includes a host of bespoke functionality, such as a scrolling banner to make it easier for Live Active Leisure customers to keep track of events in their local venue, a membership calculator allowing users to calculate the correct membership for them (as well as the savings they can make), and a sophisticated search function, allowing users to search by venue, area and/or activity.
We look forward to continuing this long-term partnership delivering results, which both parties can be proud of. Check out the site here!