Simplifying event management and delivering an unprecedented level of interaction for competitors and spectators, the web portal was well received by all.
Handling online registration, enabling instant communication with competitors – including race announcements, confirmation emails and last-minute messages – plus real-time results distribution, the cutting-edge technology proved a game changer for event organisers.
That’s especially true when it came to pre-event promotion and marketing. The portal provided a centralised digital marketing tool that enabled JOG to target high resolution images and communications to its target audience.
The digital campaign encouraged more people than ever before to sign up and get involved. Over 250 competitors registered – a 5 percent increase on the previous event – no mean feat, when JOG Week was run during the high season of yacht racing. What’s more, the web portal was the engine behind a highly coordinated social media campaign via Facebook that reached 19,603 people and garnered 146 event responses.
"We saw JOG Week as an opportunity to encourage young skippers and crew and introduce new people into our brand of racing. The results were good, with more take up in the 20-30 year old category" - Nick Barlow, JOG Secretary
Enabling professional, high quality and targeted marketing was just one of the ways the web portal helped JOG stand out from the crowd in every channel. For the very first time, organisers were able to interact with competitors whilst at sea – and crews could keep fans updated with live Twitter updates as they raced to win.
Making the move to digital also opened up new ways of engaging with sponsors and spectators. During the event, the JOG Week website attracted over a thousand visitors who spent an average of five minutes using the website, viewing at least four pages per session.
Added to which, competitors and spectators were able to track and view races in real-time, comment and get engaged with the action. All of which made for a much more immersive experience that proved highly engaging for onlookers.
The Portal Company provided JOG with the means to collect accurate race entry data, social event numbers and created the means to automate confirmation, race categorisation and even pull through ratings from the external IRC database. All of this enabled JOG to focus on the details of the week rather than the mechanics. The results system was incredible. They were on line almost as the boats crossed the line. The ability to display the results on the Royal Dart YC TV as well as individuals having clear and concise info on their mobile devices helped increase the overall professional look and feel of the week.
Indeed, thanks to the Dynamics 365 CRM Portal solution, JOG was able to successfully promote and seamlessly organise what ultimately became the largest event in its history. Building an impressive brand reputation for an event that’s reaching a whole new sailing audience.
The Portal Company were able to add a professional dimension to the marketing drive for the event, this generated a level of momentum that JOG alone could not hope to achieve."- Nick Barlow, JOG Secretary