Goodwood Group is a luxury lifestyle brand that develops major events in motorsport (Festival of Speed, Revival), horse racing and golf; runs a world-class hotel, restaurant, farm, golf course and flight school upon the family owned estate, in the local community of Chichester, Sussex, UK
CLIENT CHALLENGE:
Goodwood Group’s new group level strategy was to use digital as a way to provide more value to existing sponsorship partners (e.g., Tag Heur, Porshe, Michelin, Daily Telegraph, Cartier, Shell, etc.) and as a way to develop new digitally powered or enabled revenue streams
WHAT WE DID:
ACTIVATED was brought into project manage the delivery of a new digital platform that would allow a stronger, better and more integrated customer experience across the mobile and tablet channels, to migrate and shutdown the existing content site (fortyonesix.com) and to better integrate social capability into the new platform – all within a limited budget and aggressive timelines.
ACTIVATED brought together internal teams (IT, Digital, Marketing, Content Publishing, Senior Management) with the external teams (development team, SEO/Analytics expert, digital agencies (Social, E-mail marketing), security testing team and technology vendor) by documenting and agreeing requirements and then agreeing and working a modified Agile approach to delivery that worked for the client and its delivery partners. Effective, constant and open communication was the key across and within all stakeholders.
RESULTS:
Collectively, we delivered to all date, quality, experience, budget and strategic requirements allowing the organisation to capitilise on it’s new content publishing platform to power a very successful digital experience for Festival of Speed.
Our delivery was also short-listed for The 2014 Digitals best website award in the Automotive category.
METRICS:
Unique users up 45% YoY against business objective of 25% with tablet and mobile session growth nearly 50% YoY
ADDITIONAL BUSINESS:
ACTIVATED is supporting the B2B media outreach and supporting the 2015 planning for the Digital team
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The ACTIVATED team quickly got stuck in. Onsite and adding value from the get-go. They started by developing and agreeing our requirements, developed a master delivery plan, phased the programme and then started the execution against plan. Importantly, they were able to work with how Goodwood and our partners work without missing a beat.
Additionally, their support and dedication to our brands and their brand advocacy ensured that all partners delivered to high quality, experience and brand criteria. Where they differed was that they pushed us at Goodwood to make decisions that needed to be made so that our development partners could do what they do best – code, develop, test and deliver into live.
Looking back, in three months, we delivered a radically different digital experience that represented the modern Goodwood and where our brand is headed- and all within budget. A great accomplishment.