Marketing Strategy and Communications

  • Strategy

  • Customer Insights

  • Communications

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 .

The result

In both cases, the Leadership and Marketing teams were able to align on the future direction of their club.

At The Shellharbour Club, the new family-oriented brand positioning provided a solid foundation for the team to confidently present and gain approval to rollout their strategic marketing plans and there was solid alignment with the Club's broader plans to expand their offer to customers.

Similarly at Canterbury Hurlstone Park RSL, key stakeholders backed the club’s new contemporary brand positioning as the right way to better engage and grow its community of Inner West members.

Relevant case studies

Mount Warning Mineral Water

Brand Positioning and Identity

Brand Positioning

Brand Identity

Launch Strategy

Clipsal by Schneider Electric

Trade Marketing Evaluation & Optimisation



Mix Analysis

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