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.
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.
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.