Sutcliffe Play - Browndog Agency

Sutcliffe Play.
Child at heart…

Who are Sutcliffe Play?

Sutcliffe Play design playgrounds and play equipment for children, with a focus on allowing imagination to flourish. They are invested in creating environments that encourage social interaction, risk-taking and learning as well as developing physical health.

The Brief

We have worked on a number of campaigns for Sutcliffe Play, mainly promoting new equipment and ranges to commercial clients. They wanted to refresh their website to make it clearer, more interactive and product centred.

All new Sutcliffe Play Website…

As a product focused website, we developed a mega menu that showcases all ranges and areas of Sutcliffe Play’s vast designs, as well as call to actions to their sister site, Sutcliffe Play Direct, where customers can buy spare parts. The flexible framework allows customers to search by product type or sector, making sure they find their perfect play solution.

Sutcliffe Play wanted a simplified layout without losing their vibrant identity. We created a sense of fun through the use of beautiful photography, quirky animations and high quality videos.

Dynamic data is a key element of the site as Sutcliffe Play prides itself on being inclusive, therefore each play item has been designed to meet specific specs.

This data is colour coded and displayed on each product page, alongside in-depth descriptions. Interactive 3D renders bring the products to life so customers fully explore the play equipment.

Responsive, Optimised, SEO, Lead Capture, 3D Product Models, Product Showcase

Pre-qualified leads at a low acquisition cost

Over the years we have grown Sutcliffe Play’s online prominence through honing down focus. Overcoming the cross-over of consumer led online searches is a big challenge for manufacturers, especially in cases where intent cannot always be determined by logic alone. To combat this and ensure advertising spend works as effectively as possible, we target keywords utilising industry specific phraseology or manufacturer led queries.

The larger search volumes of more generic play equipment queries have been avoided, as domestic or commercial intent cannot be accurately determined. This tactic results in pre-qualified leads at a low acquisition cost and very little prominence for high volume, high cost queries, to which intent cannot be established.

“

“Having worked with Browndog for over 13 years on various projects, it made perfect sense to ask them to take a look at designing our new website.

We were very happy the whole process from design concept through to execution and the positive comments our new site has received are very encouraging.”

Lisa Dillon, Marketing Manager, Sutcliffe Play

Results

0 %

Conversion rate across all channels meaning that visitors are engaged on site. UK average 2.86%

Catalogue requests and contact form submissions showing that visitors are engaged to the point of requesting further information

0 M+

Average session duration

Play Factory

Throughout our time with Sutcliffe Play, we have had the opportunity to work on a number of printed assets too. Their Leisure Brochure gave us the change to show off their ‘play factory’ and highlight all their unique points of sale that sets them apart from other companies in the industry.

They believe that all children, no matter what ability, should have access to play equipment that doesn’t just cater to their needs, but still challenges them. This brochure showcased some of their best projects throughout the country, and we worked on untilising typography, illustrations and colours that reflected their brand identity.

Inclusive Play for all

Our most recent campaign was focused on promoting their inclusive play message, with five colours representing the five areas of a childs development. With over 30 years experience, Sutcliffe Play know how to deliver play environments that challenge their physical, sensory, cognitive, neurological and social skills.

The content includes research into disabilities, conditions and behavioural and social issues whilst promoting equipment that addresses these problems.

Facts are included on little tabs throughout, alongside beautiful photography, case studies and equipment specifications. Printed with a soft touch laminate and UV spot, the brochure feels tactic and interesting, referring to the sensory experience being promoted. We even created a little gif to advertise the new campaign for use on Sutcliffe Play’s social media.

Orchard

A play range that has been running for a number of years is Orchard, which features wooden style equipment with rope and green climbing walls. The brand identity reflects the natural feel of the equipment through the shades of green and contemporary tree illustrations.

This has been adapted into brochures, leaflets and gifs.