Summary
Coastguard is driven by its mission statement "To be the go-to people for marine safety, education and search and rescue services". Whilst Coastguard's search and rescue services are well known and respected, the organisation felt that it needed to lift its game in terms of safety and accident prevention to gain wider appeal for its membership services.
Here's how we brought this to life with Boatie's Best Mate.
Our role
- Information architecture
- Content strategy
- Content development
- UX and UI Design
- CMS implementation
- CRM integration
- Support
Challenge
Coastguard's existing web presence is chock-full of content covering the full range of their operations. This ranges from information on safety, to membership, to education course, fundraising, volunteering and much more. Coastguard needed a way to focus on membership acquisition and retention, the lifeblood of funding for the organisation. Boatie's Best Mate was the brand created to do just that.
Insight
Coastguard not only wanted to increase membership, they also wanted to change the nature of their relationship with boaties. Their search and rescue credentials are without reproach, however they felt that they could do an even better job by connecting with boaties well before trouble hit, and wanted to use Coastguard membership as the vehicle for that.
Solution
We started with UX workshop that helped identify key users, and their goals on the site. From there we built out the information architecture and then started work creating content to fill out the site. The site is content managed using Umbraco, with hosting in Microsoft Azure. The membership acquisition features were integrated directly with Microsoft Dynamics via API.
Pattern delivered our site on time, under budget, and were a pleasure to work with.
Kylie Etherton - Content Development Manager