Client Introduction
Jazz Golf is one of Canada’s leading golf club and apparel manufacturers. With a tremendous offering focused on performance clubs at a value price point, their products are available in sporting goods and golf shops across Canada. Jazz originally approached Mars Hill to optimize www.jazzgolf.com in an effort attract web traffic and increase both awareness of the brand and online sales.
The Challenge
Following our review of the site and existing traffic data, the analysis showed that users who arrived actually spent very little time on the site and that when searching for information, were often provided with broken links and out -of-date records. We suggested that while the opportunity existed to simply optimize the site, the value would in fact be marginal. Through further discussions, we defined the real goal as “new sales” and began to identify challenges such as an identity which did not support the desired position, a poor website and a sales channel which needed to be reinvigorated.
The Solution
Jazz determined that to grow in a highly competitive market, they had to focus on growing their successful line of women’s clubs. However the existing identity and materials reflected the company`s origins and heritage as a provider of oversized clubs for the male long-hitter. Armed with our new perspective, we undertook to address the challenge of building a new identity to help reinvigorate the brand and reposition the company while at the same time not losing the equity present in the current marketspace. This led to a discussion around creating:
- A new identity more congruent with the new focus on women’s clubs
- A naming convention for the new line of both men’s and women’s clubs as well as for club design
- A new website that appealed to both men and women golfers with the same degree of professionalism and credibility as the “big boys”
The Result
Our design team created an elegant and sophisticated identity which supported both the men and women’s product branding goals. By emphasizing the “J” in “Jazz” and choosing a font with a rounded, softer structure to minimize the hard, aggressive corners of the ‘Z”, we were able to provide an identity that worked on both club lines as well as with apparel and accessories. To develop the naming convention for the clubs, we looked to names of Jazz musicians for inspiration for the more aggressive men’s line and selected adjectives that described the ephemeral qualities of Jazz music for the women’s line. The logo and the lines tested well in our focus groups and, following its approval, we moved forward into the design stage of the website.
Rather than trying to present both product lines through one website, which ran the risk of serving neither well, we decided on two unique designs served by one data layer which allowed us to use images and write content specific to our audience. Although the structure and frames of both sites are exactly the same, different images, content, clubs and retailers are all served from the same database depending on the site chosen by the user.
The result is two professional sites, both served from a single source of data. The site(s) provides an online shopping cart for clearance specials, a video golf lesson section and a newsletter sign up and delivery feature, all empowered and administrated by the Jazz Marketing Department through an easy-to-use, non-technical Content Management tool.
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