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

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Conversion rate across all channels meaning that visitors are engaged on site. UK average 2.86%
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Catalogue requests and contact form submissions showing that visitors are engaged to the point of requesting further information
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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.

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© 2020 Browndog Design Ltd, Registered in England and Wales No. 3422883

Security and Hosting

It’s important to consider where your website is hosted and if other websites are hosted on the same server. When you use our hosting service, your website is hosted on a dedicated server with 24/7 support, should anything go wrong. We know that understanding server security and website hosting can be complex, so our experts are here to talk you through it all and find the best plan that works for you.

To read a recent review of the WP Engine platform by Digital.com please click here

We’re pleased to say that the majority of our clients choose to host their websites with us.

 

How much does a good website cost to build?

  • A brochure site (a place to share information about your products or services) will cost between £6,000-£12,000 depending on the volume of pages, functional elements and any bespoke design requests you may have.
  • An E-commerce website (a place where you can sell your products or services and visitors can complete their transaction online) will cost from £10,000.
  • If you’re looking for completely bespoke design or just a website refresh, we’ll be happy to chat with you and provide a quote for your requirements.

We’ve developed over 200 websites. You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project.

When you work with us, you’ll get that perfect combination of great design and technical development from our whole team, not just one person.

We know it’s important to be the right fit for each other, which is why we put together this guide

How long does it take to build a website?

Before we start any work, we’ll share a project plan which will include deadlines for providing content, and we’ll keep you updated if the expected times change.

Writing keyword-rich copy will keep visitors on your website and encourage them to work with you. If writing isn’t for you or you just don’t have time, we can produce a content plan on your behalf.

Why you need a website

Most customers will expect you to have a website and may question your legitimacy as a business if they can’t find you online. When a potential customer does find you, what should their first impression be? You want them to be confident when buying from you and to have a good feeling about your brand.

If growing your business is a goal, then having a website is a great place to gain leads. Using the right mix of keywords and a thorough digital marketing plan, you can become good friends with Google! Google will play a significant role in helping your customers find you online and giving you a positive return on investment for the cost of your website and online strategy.

Even the most basic of websites should serve as an informative tool to answer frequently asked customer questions and offer your first port of call for customer service. Your opening times, address and latest news or offers should be easy to find. Ultimately, the better your website is, the easier it will be to find, and a great website will help you to reach more customers.

Being online helps you to reach a much bigger pool of customers than a bricks and mortar store. Your website can be the key to extended success, with no limits on the scope of your customer geography other than your product/service capabilities.

Working with an agency like Browndog will give you a technically sound, fresh and functional website which is responsively designed, and provides consistent brand messaging for your customers. We’ll also take the guess work out of your online strategy and make sure your website is targeting the right customer segments to increase sales opportunities and raise brand awareness.

How much does it cost?

  • A marketing campaign animation or company/product introduction between 90-120 seconds in length will cost between £2,500 and £3,000. This will depend on the length of the video, the content, and any additional options such as a voice over or music. Don’t worry, we can guide you through best practice and find a plan that fits for you.
  • If you’d like us to produce a logo ident or gif animations for you to use on social media and in smaller campaigns, you can expect to pay between £250-£300. This will be a much smaller brief and will take less time than a campaign animation.
  • We’re more than happy to put together a bespoke package for you to include multiple campaign videos, logo idents, voice overs and photography or videography as needed. We do it all!

You can look at our catalogue of work here and chat with our clients if you’d like to get a feel for what it’s like to work with our team before we become partners in your project. 

How long does it take to produce an animation?

But here’s the kind of time you can expect your animation to take:

  • Marketing campaign animations – this will usually take us about three weeks to prepare. We like to allow a week for content and styling, followed by storyboarding and revisions. Finally, we’ll take another week to animate your work. These things are a work of art, you can’t rush them (and we won’t).
  • Logo idents, gifs and short animations – we estimate that this will take up to two weeks.

Are you ready to get started? Send us your brief today or give us a call to talk through your ideas. We’re a friendly bunch!*

*If you visit us, our office dogs may take part in your meeting.

What kind of animations can we help with?

Ideally, your marketing strategy will include a range of media content to achieve the greatest engagement and response from your audience.

We can help with animations and videos that include company and product introductions, as well as content for specific marketing campaigns. These types of animations can showcase who you are, and what you have to offer. Plus, they are an exciting way to launch a new product or service and get your customers on board.

When you work with us on your branding, why not include a logo ident to add that extra bit of personality to your business and content, setting you apart from your competitors.

Another growing area for animated content is social media and your website. We produce gifs, short video clips and motion graphics for use on web pages and in social posts. This is a great way to captivate the viewers’ attention, share your brand values and advertise your latest campaign or event.

Finally, when you work with us on your website, we highly recommend adding a range of graphics, animations and videos to keep visitors on your site and share your messaging in captivating ways. We’ve provided many website banners and short looping animations for our clients.

We will guide you through each of your animation journey, from assessing the content that will work best for you, to how long your animated content should be and where it should be placed.

Why is animation an important element of your content strategy?

Not only is it effective but using animation can be a cost-saving way to grab the attention of your audience and keep them looking at your content for longer. It’s considerably cheaper than producing recorded video footage because it can be easily edited and updated when needed.

Animation is the fastest growing type of content created by marketers for use on websites and social media, so if you’re not doing it yet, now is the time to start…

We understand that sometimes it can be difficult to explain complex ideas, products or services in text form or with images. That’s why many of our clients work with us to produce animations that take the information off the page and jump out at the audience.

Most importantly, animation has been proven to boost conversion rates on your website. Users are significantly more engaged and more likely to spend longer on your site or complete an action, such as filling in a contact form.

How will animation help my marketing strategy?

Animation is a powerful marketing tool and a great way to show some personality in your brand, making you more memorable (think: the Aldi carrot or the Netflix Tudum).

One of the great benefits of animation is that it can help you to share a lot of information in just a few seconds, because sometimes that’s all the time you have to attract a user’s attention.