The Brief And Our Approach
The Camberwell Centre Association represents more than 700 retail and professional service providers in the Camberwell shopping precinct, located in Melbourne’s affluent eastern suburbs.
We have worked closely with the Camberwell Centre Association since 2010, providing strategic support, strategic marketing and advertising, digital marketing, branding, and event management. A new website was developed to provide better value to traders and takes advantage of users now accessing the site on mobile and touch-screen devices.
The website redesign focused on content aggregation and content marketing, aimed at better promoting and helping individual traders and designed to cross-promote and keep users on the website for longer. The responsive design introduced challenges around the diversity of potential content, and the site needed to be able to work with detailed offerings as well as simpler ones.
The site provides a great platform for promoting a variety of information, including introducing a section to update members of the association with their own news and blog. Key promotional activities, such as events, competitions and traders’ offers are easily navigated.
As the previous website served about 10,000 unique visits every month, it was extremely important to make sure the switch between the two sites affected users as little as possible. All of the old content was migrated and cleansed to suit the new site, resulting in no downtime for users and minimal impact on search results.
The site features a detailed directory of all traders in the Camberwell shopping area, with cross-links to editorial content on the website and their promotions, a detailed map, individual enquiry forms, links to social media, photos, videos, trading hours and more. This directory acts as the association database (CRM) and integrates with email marketing and other key marketing software.
“Assemblo have gone above and beyond to provide a complete marketing solution to bring together our digital and traditional campaigns to ensure a consistent message.”
The launch of the new website resulted in almost no interruption to website traffic, and the average pages per visit and time on site has more than doubled. The mobile responsiveness of the site has already begun to improve our metrics in search, resulting in an increase in organic traffic since launching.
The new trader enquiry forms have generated an increase in direct leads to traders, allowing customers to get in touch with traders more easily. Email newsletter signups have dramatically increased on both mobile and desktop, with an average of 20 new signups each week since the launch.