Case study | Caravan and Motorhome Club
With nearly 1 million outdoor-loving members, the Caravan and Motorhome Club focuses on enhancing the experiences enjoyed by their current and future members across the UK and Ireland.
Freestyle was appointed as lead digital agency for the Caravan and Motorhome Club at the end of 2018, following the earlier success of building and launching their Experience Freedom concept www.experiencefreedom.co.uk. They told us “choosing Freestyle was an easy decision based on the strength of their technical expertise, the relationship we created across the whole team and their understanding of our complexity”.
"Choosing Freestyle was an easy decision, based on the strength of their
technical expertise, the relationship we created across the whole team
and their understanding of our complexity."
Digital Manager at Caravan and Motorhome Club
Caravan and Motorhome Club boasts a strong marketing team with high ambitions of serving its members with the best
experiences, both online and offline.
Apart from the ability to serve personalised content to its members, Caravan and Motorhome Club sees its website as one of the most
important tools in marketing to its audiences.
Caravan and Motorhome Club is an organisation with 112 years of heritage. It boasts millions of clients and over 2700 sites. Between membership portals, booking systems and external web apps, Caravan and Motorhome Club has built a dependency on legacy systems which have made it difficult to identify the best ways to innovate.
We provided expert advice regarding the upgrade pathway of their systems, taking into consideration the strategic marketing plans. We worked to ensure that Caravan and Motorhome Club can improve and innovate its current digital landscape without interrupting the customer experience.
Since Caravan and Motorhome Club's website enjoys a busy and proactive calendar, it was important to empower the in-house marketing team to make changes and updates quick and easy.
We build new properties that made managing the CMS a breeze. This allowed the client's team to operate in an agile manner and experiment more often.
Strengthening the infrastructure
Reshaping Episerver as a marketing platform beyond its CMS capacity is a core objective for the Caravan and Motorhome Club. To start off, we had to place ourselves in a great position to accelerate Caravan and Motorhome Club's digital roadmap and take advantage of Episerver’s advanced marketing platform capabilities. We began by working closely with the client’s team to get to grips with their CMS setup. We then worked on enhancing the performance of the website by optimising structural issues and adjusting the site architecture.
All of these early, quick wins gave us a sound digital infrastructure that would allow for growth, evolution and support for the Caravan and Motorhome Club's customer marketing strategies at present and in the future.
To keep Caravan and Motorhome Club inspired and push their ambitions even further, we offered further creative solutions and concepts to populate the digital and marketing roadmaps in the years to come. Going beyond the website spectrum, we expanded our thinking into Caravan and Motorhome Club's digital capabilities to improve multiple customer touch-points.
“Freestyle has been a great partner to have by our side, challenging our thinking,
our industry and how we evolve to deliver value to our members.
They’ve been a true extension to our in-house team and have played
a key part in our plans to improve retention and increase our
Allan Steatham, Head of Marketing, Caravan and Motorhome Club
Head of Delivery