Client
Alameda Community Sailing Center
Year
2017
Deliverables
  • Marketing Plan
  • Web Design
  • Social Media
  • Photography
  • Monthly Reviews

Cast off the bowlines and earn 5 times the revenue?

The Alameda Community Sailing Center’s (ACSC) Board of Directors wanted to expand its reach in the community. Sadly, despite the vibrant maritime history, many people on this tiny pacific island see the San Francisco Bay as a barrier, a watery abyss. Today many see sailing as a frivolous pastime for rich white men. Be it through harnessing the power of the wind, physics, teamwork, and a few well funded scholarships, ACSC understands that sailing can elevate an understanding of the world around all of us.

After some analysis, we decided to develop a completely new web experience. One that streamlined content creation, so that the volunteer members could focus on their sail programs. Leveraging clearer, more cohesive messaging, the results were great. A more exciting user experience tightly integrated with a stronger, more recognizable brand, more relevant and up to date communication resulted in meeting the end goal of more smiling kids. Who knew a few things about knots, waves, and friendship.

Read more to see the detailed results:

  • Revenue increased a rediculous amount—nearly 5x!
  • Costly advertising was eliminated, branding solidified
  • Content bottlenecks removed
  • Hundreds of additional kids were introduced to the siren’s song of sailing, which to be clear, is a good thing.

Bright colors, bold faces.

Easy to use UI!

User Research, and the three why’s technique, revealed that the main problem was that content creation was too cumbersome for the all-volunteer staff.

The previous site was constructed with WordPress—a great platform, if you can keep on it—but a lack of IT trained staff created a cascade of issues. While the sailing lessons and camps offered are great fun, the content on the website had become stale. Many pages were text-heavy, suffered from a dated template, and bloated with short-code, was difficult to use.

The new site appeals to parents and kids.

With big smiles, fun headlines and humorous text, the Weebly-powered site was so easy to use we could focus on content that matched our brand and message. The easy-to-use interface allowed events to be advertised on the website, shared on social media platform in minutes, via mobile phone.

Colors & Material

Dark Blue

#004970

Light Blue

#0082BF

Hull White

#D1DBDF

Typography

Montserrat

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Birdseye

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z

a b c d e f g h i j k l m n o p q r s t u v w x y z

Updates, made simple.

Let’s face it creating good content – editing videos, copywriting, or posting photos – takes enough time as it is, without a cumbersome website backend interface. Thanks to Weebly’s ease of use, adding content or fixing minor mistakes can be done by any of the members. This is a great improvement over the multi-step chain of people to get things done.
Major messaging can be developed well ahead of time, archived and launched during the year. This means far fewer last-minute crises and it also allows for better-crafted copywriting and more professional, beautiful designs. It also means that small opportunities that do pop up, can be capitalized on.

Growth Driven.

With Growth-Driven Design principals we launched fast, lean and right on time. We identified the MVP –summer camps for kids 7—15 years of age– and sought to instill the message that all are welcome to enjoy the bay.
Our program director wrote descriptions and the treasurer setup a class registration workflow. Meanwhile I selected photos, designed some page layouts, and did some fast user feedback, using tools from UserTesting.com. All content targeted to our primary buyer personas, working parents who want their kids to have fun with friends, learn some stuff, and hopefully come home exhausted.
Social Media Solution

To be successful at sea,
keep things simple.

– Pete Culler, Master Boatbuilder

46

Website New Users
4,579 vs 6,685

248

Increased Registrations
148 vs 396

495

Revenue Increase
$33.8k to $167.4k