State Swim - Building a leading swimming brand

The Brief

When State Swim, one of Australia’s leading providers of swimming lessons, wanted to lift its brand profile and direct its marketing and booking activities towards greater digital activity, they approached the team at Clarity (now Firefly360) for strategic advice and implementation.

The Challenge

With 18 centres in three states, and a customer base of tech-savvy young mums, State Swim wanted to reach and appeal to mothers with children from 6 months upwards, as well as make its online booking system appealing, fast and efficient. State Swim was also developing its own online booking system, UDIO, that needed to be integrated into its website.

The Solution

We undertook detailed customer research to establish the drivers behind their decision-making when booking swimming lessons. This helped identify why mothers chose certain swimming centres; the factors that were most important to them; and their perceptions of the various brands in an increasingly competitive market.

The research formed the basis of a strategy to reinvigorate the State Swim brand starting with substantial social advertising promotions to reach mums across three states; while developing a range of new promotional assets, especially a new website.

We focused on making the brand more personal for customers with a far greater visual emphasis on the user (kids) and skills of the staff, while reducing the previous emphasis on State Swim’s considerable swimming infrastructure.

A range of social advertising campaigns were undertaken to test the best response from customers by encouraging calls, leads and clicks to website. An increased emphasis on strong visuals, video and clear Call to Action (CTA) ensured the effectiveness of these campaigns.

A new website was developed using the Umbraco CMS, including the integration of the UDIO booking software and comprehensive analytics to track customer activity. This has allowed extensive promotion of the benefits of online registrations with State Swim to a tech savvy audience, increasing the efficiency with which the company can manage its operations.

The Results

The company is achieving great reach and engagement for its social campaigns across three states, and the brand has been refreshed and made more dynamic through a greater use of imagery and video. The majority of State Swim bookings are now conducted online via the website and the UDIO system, increasing business efficiency.