Basketball England, the recognised sport’s governing body for basketball in England have partnered with Mosquito, the Manchester-based digital brand communications agency to develop a new digital platform, brand re-fresh, and launch campaign.
With the launch of the new-look website, Mosquito developed a brand re-fresh, fused with a new future-proofed digital platform to showcase the many facets to the sport, from community support to the governance of the sport. A new digital platform was developed to under-pin all digital communications including campaigns, operations, marketing, communications and customer service to the sport.
Community research, membership engagement, and focus groups formed part of the user experience design work that went throughout 2017. Engaging stakeholders and researching the new look brand with all members; from schools and clubs to officials and professional players ensured the messaging, design and execution was designed for each audience group. The website was built from the ground up using enterprise technology to support the growth plans for high growth in membership subscriptions and deeper content strategies.
The site launched this month (December) with nearly 500 pages of updated content and data. It has been integrated with legacy systems to ensure continuity and allow the displaying of NBL results, standings and statistics. 2018 is set to transform the platform further with the increase in participation, reach and membership.
Launching the site with a new campaign creative by Mosquito 'TOGETHER WE ARE BASKETBALL’, encompasses the success of the sport driven by all members. The brand campaign was developed to deliver cut through and awareness of Basketball England's mission to adopt, retain and engage all members - not just the players, but the coaches, referees, officials, and fans. The brand campaign was devised to be easily understood, direct in delivering the simple inclusive message that makes the sport so great. Resulting in a relevant and true 'get involved' call to action.
Along with a brand refresh, Mosquito looked at the visual communication throughout all touch points including new imagery and photography styling to add brand personality that fits closely with the sport, the culture and the many participants that make up the sport.
"We are committed to creating the very best conditions for everyone in the sport to thrive and achieve so much more for those playing, competing, volunteering and advocating within the sport. This includes players, coaches, officials, referees, volunteers, clubs, schools, leagues and competitions. The website, brand refresh and the new campaign consolidates our new direction for Basketball in England and we look forward to delivering the growth and participation plans for the sport in 2018." SARAH ROBERTSON, MARKETING AND COMMUNICATIONS DIRECTOR, BASKETBALL
"We're challenged to make basketball a sport that's valued in every school, college and university, accessible in every community and inspires the wider population to be engaged in the game. This is just the first steps of the digital transformation. Having a passion for the sport in the agency has helped drive insight coupled with striking brand imagery that is reaching out to the hearts and minds of everyone that represents basketball in England." ANTHONY DIVER, MANAGING AND CREATIVE DIRECTOR