The British Horse Society’s digital agency, e3, has announced the launch of a brand new digital destination, as part of a full modernisation programme for the UK’s most influential equestrian charity.
The brand new site successfully repositions the brand, confirming The British Horse Society’s charitable status as an organisation at the heart of the horse world, offering a rich repository of information focused on horse welfare, horse and rider safety, access and rights of way, education and examinations.
With a target audience including keen horse amateurs through experts and professionals, the new destination helps the charity interact more easily with users online, and ultimately provides more for members by showcasing a wide range of essential information. Phase one of development included a brand new homepage, as well as regional landing pages, offering powerful search functionality of the organisation’s unique equine data, allowing members to quickly and easily locate local and national information all in one place.
Further key priorities in the design and build included the implementation of a complex e-commerce membership system, migrating the whole membership process online and providing enhanced administration options for users to manage their membership - that now allows online card payments and direct debits. This enables key elements of functionality to be added to the site, such as searching by postcode, which had not been possible through the previous static site.
The site overhaul is part on an on-going technology modernisation programme for the British Horse Society, architected and programme managed by IndigoBlue that will improve the overall membership experience and provide a strong platform for future developments. Further benefits planned for 2013 include the development of a fully personalised membership area and closer integration with the new CRM system.
Early results have been overwhelmingly positive, with October showing the best membership recruitment to date. 250 members chose the new monthly direct debit option online in the first two weeks, showing a clear demand from customers. Traffic will continue to be driven to the new site through a full British Horse Society marketing campaign, including direct mail, advertising on national and local levels and several email campaigns to members and contacts.
Emma Day, Director of Marketing, Membership and Communications at the British Horse Society said:
“Working with e3 has been a really positive experience. They embraced 12 departments and a wide remit of competing business demands and found a way to present information to fulfil our charitable objectives and meet the needs of our customers and members with clear user journeys. Feedback has been extremely positive around design, navigation and functionality and we look forward to working with e3 on many future developments to bring more benefits to our members”.
Nicola Hinds, Head of Strategy e3 said:
“e3 worked closely with the British Horse Society stakeholders and its partners to develop a fluid user experience and technically robust site. A full and effective online membership process was key to this delivery. We look forward to further developing exciting site features and the membership offering in the coming months with the British Horse Society teams.”
Anthony Flack, Consultant, IndigoBlue said
“From the outset of the technology review it was clear that the website required significant effort and investment to enable it to become a worthy shop front for the Society. The process of selecting the right partner to suit the client was at least as important as selecting the right technology. We are delighted with the outcome and strongly believe that e3 did a great job working with the British Horse Society to set the right digital direction”