The B2B team at Racing Post are the driving force behind the growth of the business. It already had widespread brand recognition and a reputation for high quality editorial and data. The next stage of its development involved showcasing the value it adds to its customers’ businesses.
A strategic approach was needed to successfully reposition and market the B2B division. This involved us designing and developing a new, mobile-friendly website that established the division in its own right. We also advised on the key messages and on-going content strategy and redesigned betting partner in-store betting terminals and exhibition stands, plus more.
However, our work didn’t stop there. We’ve gone on to provide different divisions within The Racing Post with on-going support each month. Keep reading for more details of what this involves…
Our strategy involved drawing upon the various skillsets we have right across our integrated team, ranging from our content director, who provided messaging insight, to our head of creative, who used design to optimise the online user experience.
We carried out user journey testing to make sure each element of the new website would boost engagement. More recently, we’ve carried out in-depth prototyping in which we’ve created forward-thinking apps and design schemes for all of the Racing Post’s partners’ platforms.
It was clear that the B2B division needed a consistent brand – one that was sympathetic to The Racing Post while having its own identity.
We redesigned the logo and created a comprehensive set of brand guidelines that make it easy for the B2B team to create consistently-designed materials themselves going forward.
We’ve been heavily involved in B2B partner prototyping, creating co-branded partner materials that have improved the user interface and increased the volume of placed bets. The goal is always to make the entire betting process more fluid and streamlined, so patrons place more bets per transaction – increasing the customer’s revenue.
Through data analysis, effective design and messaging, we’ve helped nurture the division’s website users towards the desired action – placing a bet. We also integrated animations and movement into the site to make the overall betting experience much easier and enjoyable across multiple partner platforms.
Within the space of just two weeks, our in-house designers and editors integrated animation, video clips and photography to create a 90-second showcase video of B2B services.
The Racing Post premiered the video at ICE Totally Gaming and it was played to attract visitors to its stand. Since then, it’s been integrated into many of the B2B division’s online marketing materials.
While the B2B division may have first called on us to help them with a very specific, one-off project, our relationship has developed and these days, we provide several departments within The Racing Post with creative, digital and marketing services. Here’s a flavour of just some of the work we deliver for them:
