Perth Racing - A strategic direction

The Brief

Revitalise the strategic marketing direction of Perth Racing for the next 10 years

The Response

Perth Racing identified the need to revitalise the strategic marketing direction of the business with a particular focus on customer experience, revenue and digital optimisation. This included:
• A 10 year strategy to address challenges around the drop in membership and interest that has eroded in the past few years
• Outlining a digital vision for what is achievable for Perth Racing in the short, medium and long term horizons
• Articulating the Perth Racing core offer, narrative and difference and investing long term in telling this story across range of channels
• Harnessing more of centralised data approach to personalisation, optimisation and business analytics
• Adopting a true omnichannel approach to reporting and success measurement to drive positive sales ROI for every dollar spent