The purpose of the redesign, which is part of the RAF's ongoing CRM programme, is to encourage interest and build relationships with 13 and 18-year-olds who are still in full-time education.
The redesign involves acquisition and segmentation to identify those mostly like to join. The RAF is targeting 15,000 existing members to migrate to the new Altitude website as well as 13-18 year-olds, who may have an interest in the RAF.
As part of the new look, the site will feature content that aims to engage users as well as giving users the opportunity to experience the RAF first hand through competitions and events.
Once they have registered on the site users will receive a welcome pack, which will encourage them to visit the new website - www.raf.mod.uk/altitude.
"The revamped Altitude website gives the RAF the opportunity to engage with teenagers and generate content that sustains their interest in the RAF over time," said Emily White, team head, Direct and Relationship Marketing at COI. "Our aim is to guide their education and career choices in order to positively influence their decision to join the RAF."
The site has been built by Binary Vision, while the backend data function was developed by Broadsystem.
Europe
TMW overhauls RAF's recruitment website
LONDON - TMW has been commissioned by Central Office of Information (COI) to redesign the Royal Air Force (RAF)'s Altitude recruitment website.
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