Burntwood Rugby Club
A new Events brand, a variety of marketing & sales tools and Summer Ball event management, which has raised brand awareness and dramatically increased room hire bookings.
The Client
Burntwood Rugby Club is a rugby club with facilities for venue hire, for any occasion.
The Challenge
Burntwood Rugby Club came to us with a desire to increase awareness of their facilities for hire, to get more private event bookings, and to promote their own events at the Club.
The Club is proud of its rugby roots and our client was clear that they wanted to continue to host and support their players, whilst also encouraging the general public to use and enjoy the Club.
Our Solution
Marketing Consultancy
Focusing on the business objectives to increase footfall to the club facilities, increase room hire and events bookings for private functions, we reviewed historic and current booking rates and visited the premises.
Our suggested approach was to present the rugby club as two specialist areas: Rugby & Room hire. This enabled the club to maintain its rugby roots and support its teams and supporters, while promoting its excellent hire, bar & related facilities.
We created “Events at Burntwood Rugby Club” as a business division to enable the club to promote the facilities on offer as an event venue and co-exist to cater for the two specific offerings of Rugby & Events from the Club.
Branding
Implementing the above strategy, we updated the existing Rugby Club logo, careful not to destroy its heritage by bringing the logo up to date and showing development of the Rugby Club specialist area.
The “Events” positioning was developed based on the above & competitor research & analysis of event/room for hire venues locally & regionally. The Events Brand ID was then able to be created to present the offering effectively to targeted audiences and position events@brc as the venue of choice over its competitors. The sub brands for Harry’s Bar and the Nailers Suite were then created to tie everything together. Able to prepare and dress any room for any occasion the “Tailored services for each room, how can we help you? Strap line was created.
Website Design
Our client asked us to design and develop the website specifically for the Events at Burntwood Rugby Club.
We had several consultations to confirm their offering, then we were able to scope the website. To separate the different events they can cater for, and their own calendar of events, we had to include quite a few pages in the navigation structure. The testimonials page was included to show credibility and the FAQs page was added to improve the user experience.
We wrote all of the copy for the site, including introductions, in-page content and calls to action, and we also sourced and retouched all photography and imagery on the site. We managed the What’s On page with the Club’s own events and also regularly updated the blog with the latest news and events information.
Social Pages
Burntwood Rugby Club has lots of likes and interactions on their Facebook page, so it is a key tool for them for business acquisition.
Our client was using one page to post about rugby and events related posts, so we implemented a new Facebook page solely for events, to separate the two.
After reviewing the current set up i.e. login details, who has access, who posts and when, what is the content of the posts, we were able to remove any duplicate or obsolete pages, set up the new page and manage it.
We implemented a social strategy for the Club to show them where to link posts to and from, and also shared the blog posts we had written for them on their social pages, to drive traffic to the new website.
Graphic Design
Stationery
Our client wanted branded stationery, to present the business in a professional manner.
Applying the improved brand and its modern style, we designed stationery elements - business cards for key partners in the Club, and letterheads and branded envelopes for all admin purposes.
Branded Items
Burntwood Rugby Club wanted to be recognised as a professional events business, so we applied the Events brand to all touchpoints.
We designed and supplied the artwork for workwear (including t-shirts and aprons), notepads, tablecloths, fridge header boards, till screens and many more. Making sure that everything was on brand was key to building up and maintaining their excellent reputation.
Banners
Roller banners are a very cost-effective way of promoting your products or services and their size makes them noticeable from quite a distance.
Our client wanted a roller banner to advertise their wedding hire. First working out the key messages to include, we wrote the copy then created a high quality design to attract attention.
We also designed roadside banners for our client, after recommending that they utilise them as an effective promotional tool due to their location on a busy main road.
The designs were simple and included a memorable, key message for passers-by to see and want to find out more.
Advertisements
As well as posters, our client also placed advertisements in local publications to promote their events and their venue hire.
We worked with our client to establish what they would be best advertising at which points during the year, then we created the copy and designed the advertisements to specification, before managing the booking with the editors.
Posters/Flyers/Tickets
With a huge events calendar, we worked with our client on many promotional items.
We were responsible for the copywriting and design aspects of all posters, flyers and tickets for all of their events. Working with a wide range of sizes, we used our expertise to create the correct copy to fit and to give out the key messages.
Once we had created the visual theme for the event, we applied this to each of the promotional items for consistency across all touchpoints.
Menu
First impressions count, and our client wanted to make it a positive one.
They asked us to design a four page beverage menu to list the wide variety of drinks offered at the Club. They specified that they wanted high-quality menus that were laminated, so they lasted longer and added that extra special touch for customers.
We advised the client of the best way to use the space, and to take the opportunity to advertise their venue hire on there, for customers to see whilst browsing the menu.
We organised the sections accordingly, then wrote the copy, including little nuances to sell the facilities in a subtle way, before designing the menu.
Photo Frame
The Annual Dinner & Presentation is another special event in Burntwood Rugby Club’s calendar, celebrating the hard work and achievements of the players, coaches and directors.
To commemorate the evening, our client asked us to design a B1 picture poster of images from the event. We reviewed all images sent, selected the best ones, retouched them, then suitably arranged them to create a beautiful collage that is proudly displayed in the Club.
Signage
With the rapid increase in room hire bookings, our client expressed concern about issues they were facing managing the flow of people.
Often, both The Nailers Suite and Harry’s Bar were booked at the same time for private parties, plus the Players Bar is regularly in use.
We designed signs to direct attendees to the correct rooms, plus the ‘Private Function In Progress’ sign ensured no-one would mistakenly walk in to a function.
We also promoted which room each event would be held in on all posters, flyers, adverts and on the website, so the events were well managed.
Print, Production & Fulfilment
Stationery
Following the concept and design, we then produced the Events branded stationery for our client including business cards, letterheads and envelopes, all on high quality stock.
Posters/Flyers/Tickets
We produced a vast range of sizes and quantities of posters, flyers and tickets for all of the Club’s events. No matter what the brief was, we delivered high quality print jobs on time, every time.
Banners
We produced both roadside banners and the roller banner with high resolution graphics at a competitive price.
Photo Frame
After designing the Annual Dinner picture poster, our client asked us to source silver aluminium frames, then print the poster twice and frame them to hang in the Club.
From the initial concept, we worked with our client to create a beautiful keepsake of the evening.
Copywriting
Copywriting works hand-in-hand with graphic design to ensure that whatever you’re creating looks good, but also tells the audience everything they need to know.
Following a brief from the client, we created the copy for all printed and digital collateral, from posters, flyers, tickets, adverts, banners, menus and much more.
We also wrote and uploaded many blog posts to the Events site, including images, plus social posts for their Facebook page.
The content was always the starting point for any project, and the questions we always asked ourselves were - what did the audience need to know about the event or the offer, and how could we get them to enquire?
Once we had created the key messaging, then we would design a visual to complement the copy.
Summer Ball
The Summer Ball is the pinnacle event in Burntwood Rugby Club’s calendar. The annual event takes months of planning and the evening is an opportunity for the Club to host its players and to showcase its facilities and customer service to members of the public, businesses and partners.
We have been responsible for the overall strategy and organisation of the event for several years now, since we first met our client. From overseeing the staff, to working out how the service will work on the evening (who will serve where and when), through to mapping out where the toilet signs need to be displayed, we have been there from start to finish to ensure it runs smoothly and that the Club get the most out of it.
Following consultations, we created a visual theme for the Summer Ball each year, then applied this design to all elements.
We created the copy and designed all promotional materials for the event, including posters, banners and adverts. We also created the tickets, welcome board, table plan, table numbers, menus, wine lists, and directional signage.
We also produced all printed elements. Our knowledge of stock, material and suppliers enabled us to produce everything to the highest quality that was longest-lasting, cost-effectively.
The Result
Burntwood Rugby Club has dramatically increased its visibility in the local and wider areas, and the Events brand has cemented their reputation for excellent facilities and top customer service.
They continue to present themselves in a professional manner and have taken on board all our advice to have a business plan in place.
Our client’s own events are more often than not sold out, and bookings have dramatically increased. In fact, all Friday and Saturday evenings are booked months in advance for private parties.
“TMP provided consultancy services to assist us in positioning our business. They then developed our Events brand which has enabled us to present ourselves more professionally and move our business to the next level. Since this brand development our enquiries and bookings have increased considerably.
The brand was then carried through on to our stationery - business cards, compliment slips, letterheads, menus, promotional posters and banners.
The final step was the development of our new website including the site plan, visuals and targeted copy.
TMP have a professional approach but are easy to work alongside and offer a fantastic value for money service.”