Situation:

In early 2018, Mind Methods was tasked with setting a brand and communications strategy for premier hospitality brand, Navarra Venues.

With an expanding array of venues, event spaces and expertise to highlight, we pushed the importance of updating their web presence as their primary communications hub.

At Mind Methods, we believe the website is the heart of brand and communication strategy. It should be search engine optimised to increase traffic from the target audience searching via their preferred search engine and help facilitate direct marketing campaigns and online advertising campaigns by providing landing pages and a logical user experience to educate audiences and push them further along the sales funnel.

Navarra Venues has 45+ years experience hosting world class events for esteemed brands alongside reputable partners. Our main challenge was harnessing that wealth of information into a digestible and user friendly website.

Strategy:

The existing website was divided by a branded website as well as existing venue locations with 5 different URLs. For this revamped website portal, we wanted to consolidate the websites and put the 45 event spaces as well as core events that could be hosted at the venues front and centre.

We categorised the venue spaces and events accordingly, making them easy to cross reference against each other and thus ensuring cross promotion on these pages to provide the target audience with a range of options. Up selling was also an important factor and we wanted to highlight that Navarra Venues is a provider that caters for all event types.

We decided on dual information streams of experience and location. 'Events and Functions' focused on the event types that Navarra Venues catered. Whilst 'Our Venues' highlighting the multitude of spaces on offer. Both would address the majority of terms a prospective customer would search when putting on an event. We wanted to deliver a portal that addressed any concerns whilst unlocking potential for future plans.

Collecting then visualising the clusters of data into a logical information flow was key to developing the website content strategy. Next was finding the best solution to display this mass of information. We used a combination of tables and icons to provide something scannable for users to navigate through.

Solution:

Whilst adhering to SEO (Search Engine Optimisation) best practice such as ensuring that all redirects were correctly in place as well, correct URL structuring, meta and content structuring, it was paramount that we told a compelling, emotive story.

Navarra Venues had traditionally built their reputation on weddings, within the greater Sydney market. Whilst this was a strong foundation to lean on, Mind Methods made sure to accentuate their other robust offerings in the corporate events and private event sector.

We designed the site so every page highlighted cross-promotion opportunities, a "sticky" web portal that excited the imagination with all of Navarra Venues' capabilities.

A mobile-responsive website was designed within a beautifully crafted framework that reflected the luxe reputation of Navarra Venues. We made sure to design it in an easy to navigate platform that allowed the client to update and populate the site as new photos and other assets became available, as well as ensuring that the website was scalable to accomodate an increase in both venue and service offerings.

The website is currently integrated with other internal systems to manage the client database and has scope for greater system integration. Finally there are many dynamic content areas on the website that will empower future marketing communications and increase future SEO traffic.

Core integrated project deliverables included development and alignment with:

We encourage you to visit the site today.