We boosted adaptive sports technology with cutting-edge digital tools.
Invacare Top End is a leader in the adaptive sports world with a beautiful production facility in Pinellas Park, Florida. Serving professional athletes, casual athletes, and children with disabilities, they’re known worldwide for the quality of their handmade equipment. They needed a site as powerful as their custom-made wheelchairs and handcycles.
A sleek website paving the way for transformative marketing.
We embarked on a full redesign and developed tools to direct users to the right adaptive sports technology for their lifestyle and needs. Our team drew inspiration from the slick, beautiful designs of Top End chairs and created a racing look and feel. At the same time, we approached the project from a user-first perspective, making it fast and easy to get to the right chairs and handcycles.
High performance marketing for high performance wheelchairs and handcycles.
We kicked into high gear with a full-scale inbound marketing plan that gives Top End the power to reach the people who need them most.
Big Sea created the perfect website for our business. We needed to not only show off our great sport specific wheelchairs but also build a help desk and product selector to help our customers. Everyone loves the ease of use and how well it works on their mobile devices. The inbound marketing work we’re doing is exceeding all of our expectations, by leaps and bounds.
Mary Carol Peterson, Marketing Manager
After deep market research and persona development workshops with the client team, we launched marketing tactics and the redesign at the same time. Our marketing tactics leveraged Top End’s passionate team and athletes, with an emphasis on content around professional sports, casual sports, and wellness.
Top End’s technology is often purchased by caretakers and health facilities, presenting a unique opportunity to develop messaging around recovery and fitness in addition to pro-centric content. Traffic and brand awareness skyrocketed through creation and distribution of content and educational materials relevant to Top End’s core buyer personas.
Creating content people care about.
In an industry that can be hyper-focused on professional athletes and their achievements, we shifted the focus to families and caretakers of children participating in adaptive sports. We developed and produced custom coloring book pages for kids, attracting 418 new leads to Top End’s funnel in just one month. Nurturing emails helped leads develop strategies to budget for adaptive sports equipment and choose the perfect chair or handcycle.
Picking up the pace.
Steady marketing-driven growth gave Top End the space to innovate. They made the leap from a dealer-centric model to selling select racing wheelchairs and handcycles online. We developed a streamlined eCommerce workflow on a platform friendly enough for Top End’s team to dive right in and manage fulfillment and customer service.