The Collaroy Centre
The Collaroy Centre is an established school camp and conference venue in the Northern Beaches of Sydney and is owned by the not-for-profit Christian organisation, The Salvation Army. The client approached us with a brief to update the brand visuals including the logo and the website.
Objective
Our brief included a brand refresh and a website facelift with the ultimate goal of increasing awareness of the centre among potential clients in the region.
It was essential to give The Collaroy Centre a new, unique and relevant brand positioning that would set them apart from their competitors.
Solution
During our research our team at Better discovered that competitors were predominantly highlighting their levels of service or the experiences they provided. For The Collaroy Centre we had a different approach – we focused on the rewards and the ‘take-aways’ from these experiences: “The Collaroy Centre is where relationships grow.”
This positioning along with the Centre’s Christian heritage became the main focus of the brand and communication strategy as well as the branding and visual refresh.
Results
A unique brand positioning with a focus on connections and relationships that is in line with the Collaroy Centre’s Christian values and is reflected in the new logo and the new brand identity.
Three months after the re-brand, there was a 92% increase in website enquiries as well as substantial boost in user engagement with the website demonstrated by 18% increase in page views, 16% increase in sessions and 15% increase in visitors on the site.
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