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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?

1234 6789 2234 2789 3234 3789 4234 4789 5234 5789 6234 6789 7234 7789 8234 8789.

I partnered with the Alameda Community Sailing Center’s (ACSC) Board of Directors to develop a completely new web experience. One that streamlined content creation, so they could focus on their sail programs. The results were great. A more exciting user experience tightly integrated with a stronger, more recognizable brand. And more smiling kids.

Read more to see the detailed results:

  • Revenue increased a ridiculous 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

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 built on WordPress, but a lack of IT staff created a cascade of issues. While the sailing lessons and camps offered were great fun, the website was anything but. Many pages were too text-heavy and out-dated. The design template that was dated, and difficult to use with a lot of “short-code” hacks.

The new site appeals to parents and kids.

We quickly launched the Weebly-powered site with big images, fun headlines, and humorous text. Thanks to the easy to use interface, events can be posted on the website, shared on social media in minutes, via mobile phone.

Colors & Material

Dark Blue

#004970

Light Blue

#0082BF

Hull White

#D1DBDF

Typography

Montserrat – Headers

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

Raleway – Body Copy

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.

Adding content and fixing minor mistakes is easy for any member to contribute. 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, we must
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
Eric Gross

Author Eric Gross

Hi I'm Eric, a freelance marketer, part time sailor, with a soft spot for fellow entrepreneurs. My main focus has been in communications design, with a customer experience bias which I've been doing since before that was a thing. While I love a good print design, I totally nerd out on the analytic metrics.

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