Company Background

Derbyshire County Cricket Club is one of the 18 first-class county cricket clubs which make up the England and Wales domestic cricket structure. It was founded in 1870 and is based at the 3aaa County Ground, which has been the home of cricket in Derbyshire for over 140 years.

The Club has invested a million pounds to improve facilities. The 3aaa Pavilion has been transformed into a new and exclusive facility for members on matchdays and a state-of-the-art 300-seater conference and events venue. This is the first phase of the Club’s long-term vision to develop an outdoor amphitheatre capable of hosting international cricket, concerts and community events.

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The Challenge

The website needed to reflect the ambitions of the club and enable DCCC to capitalise on this ‘off field’ investment. DCCC wanted to attract more commercial business and the new website needed to present an attractive shop front that made it easier for members, supporters and commercial partners to navigate and search content.

It was also important to be able to give sponsors and commercial partners better coverage and more profile in order to add value to their commercial packages and ensure longer term relationships were developed.

Purpose Media Approach

We quickly understood that there were many different audiences for the website which included cricket fans wanting information, tickets and game stats, and those interested in community initiatives, business events and corporate entertainment and those considering using the venue for weddings and other celebrations.

This led to a split entry to the website from the home page so that each audience could get to the information they wanted quickly. This also helped with SEO as content could be structured accordingly.

We also listened to their wish list, and as cricket fans ourselves and from our expertise developing websites for other sports clubs we were able to add in other useful suggestions.

The Outcome

The new website has significantly increased website traffic. The website is fully mobile optimised so members, supporters and commercial partners can now access the site easily from wherever they are and on any device. DCCC are now able to add new features such as videos, tables, social media posts, news and promotional banners.

One of the most successful features has been the ‘Matchday Centre”, which acts as a one stop shop for supporters to receive live updates and scoring information creating a bespoke service offering the fastest and easiest place for supporters to follow all the action.