With their expanding range of in-house managed pubs, it was becoming apparent that JW Lees’ online brand was increasingly at odds with the customers that they were aiming to appeal to. With this in mind, the first step was to establish an identity that would allow the company to take a step towards a younger, family-oriented customer. The online brand needed to resonate not only with drinkers, but with those looking for quality food destinations.
In six weeks Airship created one corporate website, thirty-five pub/hotel websites and a micro-site for a new beer. One of our chosen solutions for delivering so many websites in such a short time frame was to use a central Content Management System (CMS) across all the sites.
This would not only help us to deliver the project on time, but also to automate ongoing marketing and support. This meant that promotional banners, offers and events could be published with automated start and expiry dates across any number or combination of sites in the network without duplication..
In the first year, unique visits to the websites increased 268%. The bounce rate was reduced from 81% to 30%. The average time spent on the sites increased three-fold.
Throughout the year, we implement marketing campaigns for JW Lees. We regularly send email broadcasts for newsletters, highlighting upcoming events to drive traffic to pubs.
The use of internet enabled smartphones in the UK population is continually growing, and by 2017 smartphone user penetration among mobile phone users aged 12-44 will be between 94-98%. So it almost goes without saying that all our web solutions now have mobile-targeted versions for viewing on tablets and smartphones.
Our web solutions are equipped with sophisticated analytics software. This gives us the opportunity to report on any number of key performance indicators, giving clients all sorts of useful metrics. We give a summarised monthly report to JW Lees month which reports on web visitors, email broadcast performance and customer database growth. We even report on actual recorded table covers made through the online booking facility on each website.
Airship have worked closely with us to support our pub managers. They delivered our corporate and pub websites, dramatically improving our online presence and table bookings.
Jonathan Lloyd, Marketing Manager, JW Lees Brewery