Launched this week, the new aims to convey the challenge and excitement of joining the ACF through dynamic, interactive and content, as well as increasing the average length of visit to the site.
The site is targeting three core audiences: potential cadets, aged 12-18; adult leaders, aged 20-60; and the 43,000 existing members. The new site is designed to encourage visitors to go beyond their initial interest in the ACF and to join their local unit.
In order to increase the site's appeal to the youth market, the new design also includes a challenge game where users can choose to undertake a variety of missions and prove that they have what it takes to join the ACF.
A key feature of the new site, created by the Leeds-based interactive agency, is the addition of a restricted access members' area. Here, each of the 61 ACF counties has its own homepage, featuring the latest news and minutes for that region. Easy to update, the members' area enables each of the counties to promote its own achievements, as well as acting as a central hub for the entire organisation.
Sophie Rae, ACF national marketing and communications manager, said: "It's vital that the Army Cadet Force maintains its appeal to youth, which is why we decided that it was time for a major overhaul of the site, both in terms of its design and its content."
She added: "We are confident that the members' area and the challenge game, which was very well received in research, will prove popular with existing, as well as potential, cadets and that the site's new, contemporary look will enable us to compete with the other brands targeting this particular market."
The ACF is a national voluntary youth organisation and is sponsored by, but not part of, the British Army. Cadets take part in a variety of adventurous, sporting and community activities, as well as learning basic military skills.
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