Capture and retain a new audience with a new brand direction.

client
project
Marketing website
joinscouts.com.au
deliverables
  • INTEGRATED WEBSITE STRATEGY
  • CREATIVE DIRECTION
  • USER EXPERIENCE
  • STAKEHOLDER ENGAGEMENT
  • INFORMATION ARCHITECTURE
  • USER JOURNEY WORKFLOWS
  • WIREFRAME DESIGN
  • WEBSITE INTERFACE DESIGN
  • USER ENGAGEMENT ARCHITECTURE
  • FRONT-END DEVELOPMENT
  • CMS & API INTEGRATION

Scouts NSW had a new identity it wanted to show off to a new audience by separating out it's marketing content from it's member content to a new website. A fresh approach to demonstrate its exciting, modern, youth-focused program while also engaging adults in order to expand the volunteer base it relies on.

Challenge

  • A fresh approach to NSW Scouts markting to create a sense of belonging and positivity looking to the future.
  • Improve the onboarding experience of youth members and adults looking to get involved with Scouts.
  • Track enquiries from end to end to gain insights on the onboarding process.

Solution: Onboarding long term relationships

  • Scouts NSW has a dynamic team mix of volunteers and professional staff who work together to support the more than 18,000 young people and adults who enjoy the daily fun, learning and adventure that is Scouting.
  • The onboarding experience for young people was fractured with different practices and experiences across the network. Our challenge was to centralise all initial enquiries and lead members through to improve the membership process to improve overall numbers of youth and adult members.
  • Mapping each onboarding pathway with a series of triggers and markers. Reporting dashboards for all enquiries and lifecycle statistics.
  • Working with the API team to ensure data capture was delivered to specification.
custom icon font
JOEYS
CUBS
Scouts
Rangers

Venturers
Scouts
NSW
In Action
In Action
Outcome

Driven by user first principals.

The final outcome was a cohesive brand and communications rollout centred on a user-first philosophy. The organisations goals were met by increasing the visibility of the onboarding process. The organisation is now able to report on new member numbers and improve their volunteer training or group coverage to close gaps as they appear.

“The new website and tools are killing it in lead generation, our organisation is better able to manage our marketing spend in line with new memberships!”
Rosalie Basitoni, Head of Marketing and Communications