The American Club 2022/2023 Annual Report

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MARKE T ING & COMMUNICAT IONS

Transparency, accuracy and timely delivery of messages are the hallmarks of integrity in communication. From safety messages to General Manager and Committee announcements or simple broadcast of happenings in the Club, the Marketing & Communications team strives to deliver fresh and precise communication to Members and Team Members in the most relevant mediums.

Living in a digital world, most brand discovery occurs on the web and social media. The Club continues to invest in enhancing its digital arsenal to elevate Member engagement and brand discovery. The website remains to be a top priority as it is the main destination for existing and potential Members. Investments have been made to improve functionality, Search Engine Optimization (SEO) and content strategy.

WEBSITE LAUNCH AND IMPROVEMENTS

On July 14, 2022, the Club successfully launched its new website, which received positive feedback for its sleek design and enhanced functionality, resulting in an improved user experience. Following the launch, the Club made significant improvements to the Events Calendar by implementing a user-friendly filter system and color-coded event categories, further enhancing the overall user experience. Over the course of the fiscal year 2023 (FY2023), the Club made continuous improvements to its website. These include revamping the News page to create a neater and more visually appealing layout.

Events Calendar as of June 2023

AMPLIFYING THE CLUB’S BRAND VISIBILITY

WEBSITE TRAFFIC AND ENGAGEMENT

Throughout the year, the Club’s website traffic across all tracked sources – Organic, Direct, Social and Referral grew steadily. As a result of the ongoing SEO efforts, Organic traffic grew exponentially by 49.6% over the course of FY2023. Direct traffic also experienced a healthy growth rate of 9.7% year-to-date.

THE AMERICAN CLUB SINGAPORE ANNUAL REPORT 2022 / 2023