Challenge:

The Kennel Club supports dog owners with information about buying, owning and caring for their pet throughout its life and is also the online home of the world famous Crufts Dog Show. It already has a strong brand and a long history, and the redevelopment of its website aims to build on these. The rich content base needed to be restructured and re-categorized in order to give site users a more intuitive and user friendly navigation.

Solution:

The website was built using the latest version of Sift's well-established content management system (CMS) and online community platform, Sift Unity. Sift used strategic workshops designed to support the Kennel Club through the restructuring and categorizing of the large amount of content.

The website provides the dog-owning community with benefits such as in-depth information on dogs, a register for dog breeders and potential owners locate each other throughout the UK, a section to book tickets and receive news on the Crufts Show and, in a later phase, social networking interaction with other like-minded people in a secure online environment. Subsequent phases of the project will include tapping into the highly active network of dog owners and supporting them with online engagement tools such as forums and special interest groups.

Testimonial:

'The Kennel Club's primary objective is making a difference for dogs and to provide all dog owners with the information they need to buy a dog and to keep it safe, healthy and contented throughout its life. Reaching this huge audience requires an approach that is as broad and inclusive as possible and the web is the perfect medium for this. Sift's experience in helping organisations place the web at the centre of their communications strategy was crucial in the Kennel Club choosing them to build the website. We now have a clear online strategy and have successfully launched the first phase of the project.'

Helen Fox, Marketing Director, The Kennel Club

www.thekennelclub.org.uk