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British Judo

UK sports body blown away by interest

"There were 5,000 unique postcode searches of people looking to find us for participation. With this new activity we hope that membership and overall participation will be highly increased for 2012/13 and beyond,"

Chris Wiseman, communication manager of British judo.

Website: www.britishjudo.org.uk

Telephone: 01509 631670

Overview

industry: Associations

Company background: The British Judo Association is the officical governing body for Judo in the UK. 2012 saw participation in the London Olympics and Paraolympics. As a nation GB walked away with a silver medal from Gemma Gibbons and a Bronze medal from Donna Bryant.

Need: To design and develop a digital experience for existing members and potential participants within the sport that are looking for a central hub for bsp;all their judo information and attain new members and create a modern media platform, where all information can be easily found in the online environment

Need

In the spring of 2012, FDC won a contract project with British Judo to rebuild their website and implemented a complete digital marketing strategy for their online presence, as they wanted to utilise interest in the sport on the back of the 2012 London Olympic games to promote their website.

The primary focus was to:

  • To design and develop a digital experience for existing members and potential participants within the sport that are looking for a central hub for  all their judo information
  • Attain new members and create a modern media platform, where all information can be easily found in the online environment

Solution

The project was a great success and due 
to FDC’s work and efforts, we are now in the process of executing a second phase to be completed by the end of the year. In fact, the first phase has assisted BJA greatly in being able to provide a better digital environment for visitors to the site and has already helped them capture initial interest from the public.

"There were 5,000 unique postcode searches of people looking to find us for participation. With this new activity we hope that membership and overall participation will be highly increased for 2012/13 and beyond,"

Chris Wiseman, communication manager of British judo.

Chris Wiseman also states:

"4.7 million people watched Gemma Gibbon in her women’s under 78kg category. It was a fantastic showcase for judo that we hope to conceptualise on in the future. Gemma’s progression through the Olympics also increased her profile and she initially had 666 twitter fans, which towards the end of her victory soared to 28,000 where fans used social media to keep up-to-date with the silver medal winner."

With British Judo’s Olympic success and their newly implemented digital play, BJA will now be working with FDC on managing their on going communications to members, developing an interactive dashboard to assist members in managing all of their social media, match planning schedules as well as acting as a hub for all affiliate marketing campaigns within the association. FDC will also be completing a full CRM integration from their website, into their database in order to allow BJA to manage their relationships with their members more efficiently moving forward.

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