The Challenge

In August 2013, the RLSSWA Board recognised the organisation had outgrown their technology platform. The digital systems were inefficient, costly to run and unreliable to the point of taking resources away from vital community safety programs. Back office processes were also paper based and resource intensive.At the time there were nine unique websites/microsites, six Facebook pages, three Google+ and two YouTube channels. Website and social media management required significant resources and repetitive inputs to deliver consistent information.

The Solution

RLSSWA’s mission to prevent the loss of life and injury has been translated through the digital “human-centric” website that that makes it easier to find information. Using Sitecore’s technology, Diversus implemented a suite of management tools and training initiatives:

  • Growing digital engagements through delivery of dynamic and personalised content
  • Consolidating five separate and disparate microsites into one
  • Increasing both transactions and value across the entire product and service mix
  • Integrating back-end accounting systems with the site’s front-end eCommerce engine
  • Implementing a Jobs Board to increase community engagement
  • Delivering an online training portal for students and assessors
  • Developing a social enterprise application for charity raffles
  • Providing a members portal (MyRoyal) with content based on previous engagement

Areas vital to the RLSSWA’s future success:

  • Web content management
  • Customer / user engagement
  • Marketing automation
  • Customer profiling and analytics
  • Customer self-service portals
  • Social media campaign tracking
  • Supply chain optimisation
  • Deliver forms and workflow assistance at in-house call centre

Measurable Business Benefits

RLSSWA has taken a large step up in their digital journey. The new website is redefining how members, volunteers and the wider community interact with the organisation.

Face-to-face interaction continues through RLSSWA community programs, but accessing information and scheduling services are now readily available through one digital interface. Cost savings are channelled back into community outreach programs. Moreover, water safety messages have been successfully expanded into both remote and culturally-diverse communities.

Key benefits:

  • Visitors to website increased by 30%
  • New visitors to website increased 14%
  • 20% increase in overall content relevance per market segment
  • 60,000 new email contacts, all receiving individually customised eDM materials
  • Water safety messages tracked and delivered across social media

Over the first nine months:

  • 20% increase in revenue
  • 61% increase in number of website users
  • 75% increase in online supporter/donor revenue

Conversion rates:

  • 20% conversion rate on recurring eDM activities
  • 60% peak conversion rate on one-off and seasonal eDM campaigns
  • Significant increases in number of regular monthly supporters and specific campaign financial support

Cost savings:

  • All content fully managed by internal staff
  • All transactions directly integrated into RLSSWA accounts


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