Client Introduction
The Australian Jockey Club at Royal Randwick is responsible for presenting some of the world's premier thoroughbred racing. With meetings at both Royal Randwick and Warwick Farm, the AJC provides a superior experience all year round.
Project Overview
World Youth Day ran for 5 days during July 2008 and ushered in a new era for the AJC. The Club underwent a comprehensive brand overhaul, using the web site as a major mechanism for delivering the new image.
We were approached by the marketing department to bring the new brand to the web site and related online marketing channels. Switch created a structured and powerful design which could be applied easily across all mediums.
In approaching the new design and structure we carefully evaluated the needs of the existing visitor while establishing a clear path for bringing in new visitors. To facilitate this, the web site encompasses live data feeds from several sources, content management and an integrated email marketing system.
Utilising the SwitchBack Content Management System and SynergyMail for email marketing, the AJC have the ability to get the right message out to their target audience swiftly.
The key aims of the new web site included:
- Improve the User Experience
The AJC really wanted to ensure that access to racing, events and convention centre information was readily accessible. This required some careful restructuring of the navigation and redefining the information architecture of the web site. With the new design the AJC has a web site which is more professional, faster and usable as well as completely consistent with the shiny new brand.
- Establish a Consistent and Effective Communication Channel
There’s nothing quite like a day at the races and no-one in the world does it better than the AJC. The web site is a critical tool in letting race-goers know what’s going on at the course. So whether customers are looking for upcoming races at Royal Randwick or when the next Springfest is on, the details are being fed from the SwitchBack CMS and completely managed in-house at the AJC.
- Provide More Extensive Information
Critical racing information is provided to visitors of the site by combining several data sources into one location. Very specific and accurate information keeps visitors to the site up to date with details on race dates, trackwork regulations, nominations and the form guide (just to name a few).
The web site also gives detailed information on carnivals and events as well as the popular convention centre.
- Create a System to Manage Web Site Content In-House
The SwitchBack CMS was integrated with the AJC web site, establishing the easiest way to maintain content. With its customised and comprehensive structure, SwitchBack allows staff at the AJC to maintain content on the web site completely in-house.
- Integrate an Email Marketing System
Visitors to the AJC web site can now opt-in for permission based email newsletters, giving them advanced notice of racing, carnivals and events. SynergyMail is now utilised to manage each campaign but also the AJC subscribers whilst getting comprehensive reports on recipient activity.
Some of the key features of the new design include:
- Inclusion of Advertising (for both Leaderboard and Island ads)
- Strong promotional banner on the homepage (rotating through key messages)
- SwitchBack Enquiries Engine
- Clearer presentation of racing information
- Interactive Racing Calendar
- Integration of Google Maps
