As the marine industry has developed and the demand for highly efficient, performance products has continued to grow, CJR has emerged to become one of the UK's most respected marine manufacturers, supplying precision-engineered propeller and stern gear packages to a host of leading commercial, leisure and superyacht brands.
To build on this reputation, MTM was commissioned to design and build an entirely new digital presence to showcase CJR’s advanced technical offering and to highlight additional consultancy services, which were to be offered for the first time. This was combined with an extensive public relations campaign, a variety of marketing collateral and direct communications to CJR’s global audience in order to increase awareness of their advanced design and manufacturing capabilities, attract more users to the website and promote the company’s products and services to the global marine market.
Following an internal stakeholders consultation period, MTM worked with the CJR board to clarify the priorities for the website. The specific objectives for the new website were:
- Establish the capacity to make simple and regular updates to the site through an easy-to-use CMS (content management system)
- Grow sales enquiries through the website
- Improve user experience and time spent on site
- Provide a platform to easily integrate video into the site
Following this stage of the project, the next priority was to establish the core user requirements. MTM carried out live user testing of the existing site in order to highlight which features were most important to the customer.
One of the most significant factors established was the large increase in mobile traffic and the varying needs of users throughout their ‘journey’. MTM identified that users of the CJR site expected a very different experience when accessing information on their mobile. Since already on the move, users typically required simple contact information or details of CJR’s location. This directly impacted the design of the site, with an easy-to-access contact tab installed at the top of each page. Although a relatively minor addition, post-launch analytics has told us that this is now the most popular link on the site.
Running in parallel with the web development, MTM’s PR team created a schedule of key marine industry events at which CJR were either exhibiting or attending. The PR activity was then centred around these exhibitions, enabling focused, market-specific content to be created to coincide with each.
Target publications were chosen in advance and a clear list of priorities was developed with the client to ensure limited resources were focused on the titles able to provide the most benefit.