The story
ClubsNSW had two established clubs with a similar problem: No clear brand positioning. No marketing communications plan to deliver it. And little to no in-house capability to develop it.
At The Shellharbour Club, some initial research had been done into the membership base and the foundations of a marketing plan commenced. However, a clear direction on how to link this to the Club's business strategy and how to move forward was lacking. At Canterbury Hurlstone Park RSL, it was a case of virtually starting from scratch as the team sought to broaden the customer base and change perceptions of what the club offered to its local customer base.
Tripod partnered with the marketing and leadership teams at both clubs to take an in-depth review of their overall vision and objectives against the intelligence provided – including research insights, digital and social assets, existing team structures and ways of working. From there, Tripod devised bespoke marketing strategies designed to achieve their goals: delivering a best-in-practice strategic marketing plan and a clear marketing communications plan for each club's Marketing teams to execute .
