CASE STUDY
Advantage Tennis Clubs
GET IN THE GAME!
Advantage came to us as three tennis clubs with no differentiation from each other or the competition. To help them claim their place as one of NYC’s largest privately-held tennis clubs, BrownDirect created a brand identity and marketing strategy aimed at a broader pool of prospects. Our efforts have boosted web traffic almost 20%, with 60% of that from new customers. Club Membership has increased significantly across all three clubs. We also grew the kids’ QuickStart program by more than 68%.
SOLUTIONS
Brand Strategy • Digital & Social Media • Brand Identity & Guidelines • Print • Web Design & Development • Brochures & Collateral • Email Marketing • Media Planning & Buying
BrownDirect has partnered with us for over 10 years. Their milestone achievements include turning 3 different tennis clubs into one cohesive brand and building sub-brands for individual junior players’ programs and children’s summer Camps … steering us away from offline media into online … introducing SEO efforts that achieved page one Google rankings in two categories. These efforts have made a significant contribution to our bottom line.
President, HCK Recreation, Inc.
BRAND STRATEGY & DESIGN
BrownDirect created a brand style guide to ensure consistent brand identity. Our goal was to build brand awareness and trust with guidelines that cover everything from brand voice to typography, logo treatment, color palette and photography.
FOR EVERYONE THAT LIVES FOR TENNIS
The new Advantage website is irresistible to tennis lovers. Everything from clubs with outstanding facilities to summer camps to a variety of kids’ programs is brought to life with arresting photography and energetic, succinct copy.
When promoting the Clubs, we utilized a unified customer-centric approach where all channels are integrated so the customer would have a coherent and consistent experience.
BUILDING A BRAND FOR JUNIOR PLAYERS
The Junior Program makes the game accessible for players starting at age 4 through 18 years old. It’s a proven pathway to tennis success, loved by kids and parents alike! Using a circular design format, Brown Direct created individual logos for each phase in the pathway. This gave the Junior Program its own identity at each level and allowed it to work within the overall Advantage Tennis Clubs brand.
TAKING THE GAME TO EVEN THE YOUNGEST
Print materials and targeting digital messaging make sure Advantage gets full credit – and business – for their cutting-edge method of teaching tennis to children. The QS program introduces young players to the game of tennis. Using a multi-media approach, we created high-energy communications featuring children learning and playing tennis. Compelling offers helped encourage parents to take action and enroll their child.
TARGETED LOCAL MARKETING
In an effort to create buzz and excitement at a local level, BrownDirect created communications targeting specific QuickStart sites that included an incentive to try QuickStart free – no obligation. Participation was enormous and resulted in a 34% increase in enrollments!
