Penzance Cricket

the client

Penzance Cricket Club are paving the way for amateur sport in the UK. The 185 year-old club steeped in history have had a busy few years, with the appointment for a full-time Director of Cricket; consecutive appearances in the National T20 Finals and continual investment in first-class playing infrastructure. As they respect their rich heritage, and build for the future it’s easy to see why they’re the talk of the cricket community in Cornwall.

the brief

After a recent rebrand the Club’s Executive Committee appointed Target as its lead digital agency, briefed to create and roll-out a cutting-edge digital marketing strategy – with the first order of business being a new sales-oriented website; ensuring that the club’s progressive onfield attitude is mirrored online.

the result

We worked with the Club’s full-time staff to understand how it generates most of its revenue, and we uncovered that like most sports teams, the answer is: sponsorship, membership fees, and food / beverage.

With this in mind, we developed a sleek new responsive WordPress website centred around attracting new members and sponsors. Since going live, we have continually tested user experience (UX) via heat-mapping and video recordings to optimise the user’s journey through the site, leaving the Club with a refined digital selling machine and information hub for its stakeholders.

As well as managing their social media channels on an on-going basis, we have implemented several Facebook and Instagram advertising campaigns.

In March 2019, we used Penzance’s existing membership data to build a customer profile, before using this information to target a hyper-localised West Cornwall market with jaw-dropping Facebook ads. Consequently, we increased the Club’s social membership sign-ups by 198% at a cost of only £1.15 per new member. As per the brief, each of the 107 new social members live less than 10 miles away of Penzance Cricket Club’s St Clare facility.