Positive is on the ball for Bath Rugby as the club’s digital strategy and services player

Bath Rugby

Rugby Union club Bath Rugby has appointed Positive as digital partner to help the club review its digital strategy and services.

The consultancy was one of ten invited to submit proposals and has come through a second round of pitching to win the contract.

The appointment follows a change of ownership at the club and the decision to review all communications as part of its long-term strategy.

Bristol-based consultancy Peloton has tweaked the Bath Rugby identity as part of what it calls a ’refinement of the brand’ (pictured) and is working with the club on its application.

Positive will first work on a website redesign with a look partly instructed by Peloton guidelines. Positive creative director Kate Tanner says the new site will aim to target key user groups and address them in a more focused hierarchy.

Currently in the user research phase, Positive will look to represent groups including fans, the media, corporate partners, sponsors and the Bath community.

Further digital applications will be considered, including apps for mobile platforms, which will aim to provide ’value-added content for fans on the move’, according to Tanner, who says this could include ’match-day information’.

Positive will also reappraise e-mail marketing, campaigns based around the shop, other online advertising and viral campaigns. To understand the design and execution of these, Tanner says, ’We first need to look at their objectives.’

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