Objective
To launch a ‘mothership’ website for all 24 of Browns locations, raise Brown’s profile, increase engagement and drive new footfall to each location. In conjunction devise an ongoing e-marketing campaign to drive traffic to the new website.
Solution
Rok built and produced 24 websites encompassing one main brand, twenty two individual locations and one bespoke Covent Garden Courtroom website. Built to best practice and with over two hundred pages, the Browns website was designed as fully scalable, running on a custom built Content Management System constructed with best of breed web technologies: Django/Python, HTML5 and CSS3.The ‘time’ theme used in the creative campaign for new launches was developed through to the main site, with innovative yet simple touches such as the morphing clock animation from breakfast and brunch to after dinner drinks.
At launch the website comprised a Friends of Browns registration, an automated and dated news section, a fully integrated menu mechanism, enquiry forms for booking private rooms and large party bookings and a third-party online booking system. We now regularly update and maintain the websites with new locations being launched and added regularly.
Our design team created e-flyer templates within the new brand style. Whether the campaign is to drive offers, share information via social media or drive footfall Rok’s digital team ensure the content, links and social media links within the e-flyer promote the best user journey and achieve maximum results. We also ensure all campaigns bring the best digital solution to the objective set. Rok also broadcasts all e-marketing and constantly assess the results and analytics in order to make the ‘next move’ the best move.
Results
The new website now defines the Browns brand as iconic. In the first week of launch the website received over 100,000 views. We have broadcast over 2,000,000 emails to date.
We are continuously evolving the website and online activity to remain ahead of the digital game.
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