is one of Irelands best known hotels. It is located in Co.Kildare, just outside of Dublin. In 2006 The K Club played host to the Ryder Cup which has greatly added to the prestige of the hotel and venue.
The K Club management team originally came to izest to work with us on a strategy around online acquisition and PPC. However, through our discovery programme it was obvious they needed more help around brand communication, visual identity and a restructuring of their website and offerings.
Our first step is to fully understanding our clients, as part of the discovery programme, izest uncovered how the K Club currently communicate with their customers and what they want to communicate in the future. The findings from the Discovery Programme helped guide and inform the direction we took with the K Club and helped develop a new strategy for the Hotel and country club.
Although the brand of the K Club was not changing, we decided to better communicate online we needed to make some small alterations so their logo could be used at small sizes and on the new website. The new logo pairs back the ornate features on the main logo and only uses two of the brands colours, gold and green. We also included the 5 stars as part of the altered logo to easily communicate the Hotels prestige.
We also undertook a full evaluation of all internal sub brand within the hotel. The hotel houses multiple restaurants, golf courses, a spa and other venues and locations, each with their own separate brand identity. We set out to create a structure for all internal sub brands to follow so each brand could have it’s own uniqueness but still follow a similar structure. Each sub brand was then re-designed to follow the guidelines created. A consistent font and hierarchy allows consistency, while unique symbols and colours give each sub-brand their own look.
As part of the brand restructure we also looked at the overall visual design of the K Club. Part of the new visual design was bringing a more classical luxury feel to the Hotel and Country club. We selected 2 primary colours from the existing palette of colours so we could use these across all future pieces of communication. Gold and green were chosen. To allow these to stand out we created a visual language that always used a lot of white space with the core palette colours used for highlights and touches of colour throughout.
This was implemented across the new website, printed material and throughout all marketing communications. The main feature of the new visual language was bringing consistency to all forms of communication and allowing for the KClub brand to gain visibility within each piece of design.
izest also created a full online strategy for the K Club. This included social media strategy, social media advertising, Pay per click and email marketing. Our strategy revolved around better search relevance for their spend. This was key to getting better targeted advertising and pay per click. To create a better working plan we first investigated where they were currently getting traction from, and address any areas where they were not getting value for money. This mean more targeted keywords and getting their audiences more targeted.
We also created a full social media plan and email marketing plan to highlight key opportunities to our database and create a more structured approach to posts through the K Club’s social channels. Having more relevant content going out to customers on a regular basis helped get better interaction from customers.
The new K Club website has a light and airy design, making use of white space throughout the site. The site has been created to allow guest to explore the hotel and it’s activities. The site uses lush images throughout to highlight the beautiful surroundings of the hotel, the plush bedrooms and grand cafes, restaurants and venues.
The website was custom designed and built on a WordPress cms system. There are multiple other systems integrated into the website like the main hotel booking engine, the Spa booking system and the Golf Course booking system.