OBJECTIVES
Kappture provides cutting-edge point of sale systems and software to sports, education and entertainment venues, including major stadia such as the OVO Arena in Wembley, Celtic Park in Glasgow and Croke Park in Dublin.
The business has grown significantly over the past decade and has invested heavily in delivering world-class solutions to ensure memorable guest experiences at its clients’ locations.
Despite its success, it believed it could communicate its story more effectively online and sought a partner who could help it better explain the impact of its technology.
STRATEGY
Kappture’s electronic point-of-sale and software as a service solutions are used by millions of people at hospitality outlets each year.
Its products enable operators to receive orders and take payments via innovations such as mobile apps, EPOS terminals and touchscreens, and big names, including the world’s leading venue management company and producer of live event experiences, ASM Global, are amongst its clients.
Ambitious to continue its growth, Kappture commissioned an external review of its digital offering to ensure that the benefits of its technology were being fully communicated to potential clients.
Purpose Media had previously carried out a brand profiling project with the company and had a detailed understanding of its target audiences and product offering.
Our team’s digital audit established that whilst Kappture’s original website was strong on technical explanation of its products, there was an opportunity to more clearly spell out how its solutions positively impacted its customers and, in turn, its customers’ customers – cutting queue times, enhancing visitor experience and helping drive revenues.
A new website was created, focused on communicating this story to key target audience personas.
The design of the site was informed by the Purpose team’s work to evolve Kappture’s visual identity, which produced comprehensive brand guidelines and established a clear and consistent tone of voice for its messaging.
RESULTS
Kappture’s impactful new website anticipates the ‘pain points’ of potential clients and explains how the company’s technology can meet their needs, leveraging powerful case studies to demonstrate how its solutions are already performing successfully across the sport, entertainment, education and industry sectors.
John Murphy, digital marketing manager at Kappture, said: “Purpose Media understood us and our target audience perfectly and the site has made it clear how our products help hospitality operators, backed up by the technical information if they require it.
“It’s very clearly laid out and it’s easy to navigate, which is vital because our target clients occupy a variety of roles in a range of sectors, so it has to be able to explain what we do in straightforward terms.”
The success of the project has now led to a widening of the relationship between Kappture and Purpose, with Purpose being retained to deliver digital, content, social media and email marketing for the business.
