“Think Studio guided us through their EnVisioning process which demonstrated how focusing on customer/user centricity is key and how vital is to have a creative yet commercially savvy solution. We are delighted with the end-result as our new website is aligned with our target audience from its general look and feel to the usability factor which allows them to access information about Chiltern Maritime when on-the-go.”
DON MILLAR, OPERATIONS DIRECTOR
New Brand Horizons
Chiltern Maritime, part of the Viking Maritime Group, is the UK’s foremost provider of Merchant Navy Officer Cadetships. The company wanted a brand makeover that would align within the Viking Maritime Group brand, as well as a first-class cadet recruitment focused website that would increase applications and attract higher-level of partners and charity sponsors.
Whilst Chiltern Maritime has always been a successful business, the website was the weak link – demonstrated by its over 70% bounce rate.
As the core challenge was brand appeal, we recognised an initial need to immerse ourselves in the world of cadets including simulating jumping off a liner in an emergency evacuation! We knew that the company needed to appeal to those prospective cadets considering the dynamics of recruitment into what is a comparatively niche industry and an alternative study path from the traditional educational choices.
To get ‘under the brand’s skin’, we spoke at great length to a range of past cadets about their initial search, exploration and decision making as well as their diverse experiences of learning at sea. The insightful research showed there were three common decision making factors for choosing a cadetship; the prospect of a well-paid and rewarding career at sea or shoreside in the diverse industry, the provision of bursaries and their fees being paid by sponsors and the high proportion of their course experience learning practically at sea.
The extensive focus on cadet (customer) insight building helped us confidently deliver a succinct narrative and marketing vision. A new logo was also conceived which incorporated maritime symbols sitting over a solid deep marine blue and accented by a mid-yellow which was chosen for impactful contrast.
We also knew from our research that we needed to create a website that would be easily accessible for those candidates who are accessing the information via mobile devices as they are often on the move – and even sometimes at sea – when they apply.
- Bounce rate on website from 70% to under 1%
- Revitalized website and logo