H3 Group

Black Sheep and marketing manager, Kylee Boswell explored opportunities for refreshing the H3 Group website to make it the go-to resource for event planners looking for event space to hire in Hamilton.

Digging into the brief with a light discovery session, we learned that event planners were familiar with the three iconic venues in H3 Group’s portfolio (FMG Waikato Stadium, Claudelands, Seddon Park) but had to search each of the venue websites to find and hire spaces.

Kylee’s familiarity with the target audience gave us an understanding of how event planners look for spaces and venues that helped us design a search UI that anticipates their behaviour and feels easy to use.

We gave the H3 Group website a centralised search to find event spaces across all three of their flagship Hamilton venues in one place, creating convenience and spotlighting the H3 brand among event planners, perfect for directing campaign traffic, cross-selling, and channelling enquires.

Carefully considering user experience and conversion funnels, we created simple, clear search tools to help event planners find the perfect space for their event amongst all spaces available across all the venues, including suggested spaces they may not have actively thought to look for and a universal enquiry form to capture interest across multiple services and venues.

The H3 team now has a set of versatile elemental content blocks to help them keep their published content visually engaging and consistently on-brand, giving them autonomy and flexibility within the stability of the Silverstripe framework.

H3 Group can also take advantage of having an engaged audience of event planners searching for venues on their website by promoting their supporting services, such as catering and AV technicians, and growing their fan-base of subscribers through news posts and social media.