Bath Rugby’s new owner Bruce Craig wanted a sharper focus on the club’s digital communications strategy in line with an objective to differentiate themselves from other clubs. Positive were tasked with developing a first-class website, online shop and mobile site that connected with fans, recruited new supporters, improved revenue and reflected the brand and vision of the club.
The new site focused on a strict content strategy, balancing Bath’s commercial objectives with information the fans really want from their club. Self-promotion banners were removed and the homepage focused on delivering fast access to future games, an overview of recent matches, media coverage and weather and travel updates.
The new website returned an increase in newsletter subscriptions of 337%, from 8,000 to 35,000, while referrals to the website via Twitter and Facebook grew 53% year-on-year. Ticket purchasing increased by 28% per match with online shop sales showing an increase of 35%.