Sea Lanes Brighton swim coaching
- + Website design, development and management
- + Content production and strategy
- + Social media strategies, implementation and management
Challenge
Sea Lanes Brighton ran a summer pop-up to help establish the brand and to aid place making whilst they sought planning permission for the meanwhile development. At the core of the pop-up offer was swim coaching in an elite endless pool.
Sea Lanes Brighton had to quickly establish the brand and the summer pop-up as a brand to generate revenue to cover the expense of creating and running the summer pop-up. In order to facilitate the swim coaching an e-commerce add on was required for the website as well as a communications strategy to promote the offer.
The e-commerce booking system had to host a number of coaches, a schedule of sessions, manage bookings and host feedback videos for users.
Solution
Annex worked with Sea Lanes Brighton and Infusion Web Services to develop a brief for the booking system and design the user experience. A suitable payment system was identified and plugged in to the designs and content management system. The system was then soft launched and tested thoroughly prior to the hard launch on the website.
The booking system held the schedules for each of the coaches and ensured that only one session could be booked at a time which met the capacity of the endless pool. We also worked with the swim coaches to develop a simple system to record, edit and upload feedback video for users which were linked to their bookings in a private account.
Once launched we developed a content plan for the website about the benefits of swim coaching at Sea Lanes Brighton and a supporting communications strategy. With an existing social media following which was highly engaged the strategy focused on the use of these channels to minimised expenditure. We also engaged suitable partners and offered a series of promotional codes to extend our reach beyond our existing audience. Following the successful launch, we then added the functionality to buy gift vouchers in the run up to Christmas as the pop-up was extended for a further 12 months.
Average month on month growth in swim coaching sales.