Swimming Australia

Digital engagement strategy

Swimming Australia is Australia’s peak governing body with the 2020 strategic vision “To be the World’s Best swimming nation inspiring Australian pride, passion and commitment”. Swimming Australia wanted a strategic approach that set a new direction, solved business challenges, and created new opportunities to help them reach their vision.

W3.Digital were engaged to develop Swimming Australia’s ‘whole-of-business’ digital strategy that clearly aligned with their business strategy, engaged the wider swimming public, identified new commercial opportunities, and improved fan and member engagement.

Developing the strategy

W3.Digital worked with Swimming Australia to identify areas to focus on in building their digital strategy, the priorities of the business, their readiness to execute, and the digital opportunities in customer experience, technology and business. This approach involved:

  • Deep dive into business goals and planned activities
  • Research into participant needs, behaviours and motivations
  • Digital initiative development and prioritisation
  • Content strategy
  • Marketing automation
  • Customer relationship strategy
  • Purpose driven digital strategy
PG-Strategy-Development

Insights based initiatives

Swimming Australia knew they had a lot of opportunity, but didn’t know where to start. The strategy established Swimming Australia’s core purpose and outlined how a new strategic approach to digital would improve the lives of swimmers, athletes, officials and employees.

The plan to achieve this was clearly set out in insights based initiatives, milestones and a roadmap which allowed Swimming Australia to rapidly revolutionise its digital approach.

We knew there were major opportunities for our business in digital and had numerous ideas but weren’t sure quite where to begin. W3 were great. They listened to our needs and collaborated with people from across the business, they designed and ran interviews with our different audiences which generated great insights, and brought it all together into a long term digital strategy. It really helped to clarify what we should focus on now and then how to improve and evolve as we become more sophisticated. We got total buy-in from everyone from the board to the front line.

– Matthew Todd – GM – Marketing, Digital & Communications

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