Aspire Active
Aspire Studio

Refreshing the marketing at St George’s Hill Lawn Tennis Club

Client

St George’s Hill Lawn Tennis Club

Brief

Support PR and marketing activities to showcase the Club’s sports and spa facilities.

St George’s Hill Lawn Tennis Club, with its perfectly manicured grass courts, has been setting high standards since 1913. Aspire joined the team to tell prospective members about everything the modern club has to offer including top class gym facilities, restaurants, spa, a beautiful lakeside setting and events for the whole family.

Co-ordinating marketing activities

St George’s Hill Lawn Tennis Club, located in Weybridge, is one of the most renowned sports clubs in Surrey and South East England. 

With a loyal base of members, the Club has been a centre of excellence for tennis and squash and a place of friendly relaxation for generations.

While the Club is well known for its sporting reputation it is less well known for the range of activities it can offer members, from personal training and gym classes to spa treatments and fine dining.

Aspire were asked to support the Club’s marketing strategy and modernise the brand, communications and marketing materials.

Aligning online and offline channels

Our approach was to refresh and streamline marketing activities, help improve internal and external communications and cross-promote services. 

Setting the brand direction

We carried out a competitor analysis to look at the Club’s strengths and weaknesses and inform future marketing plans. We also interviewed current members to understand what makes the Club special and where it could be improved. This work fed into a new brand direction and guidelines that better reflect the Club and its facilities.

Modernising the website

We carried through the brand look and feel to a redevelopment of the Club website to drive traffic and new membership enquiries. Aspire managed the end-to-end process from design to build including new copy and imagery, SEO strategy and integration of the new member portal.

Improving external advertising

We developed and managed an advertising plan covering agreed content themes to create brand awareness and attract new members. Aspire researched key press titles, liaised with publishing houses and media partners and oversaw the development of copy and imagery.

Creating fresh, new content

To align marketing activities, we updated the Club brochure, created member case studies, and published new blog posts. We also appointed a professional photographer and videographer to capture images and video footage for internal and external communications.

Setting out a comms plan

We produced a PR calendar to co-ordinate marketing activities, media alerts and website blogs for the next 6 months to ensure a consistent brand message across different channels. 

Forming a great doubles partnership

Aspire and the team at St George’s Hill Lawn Tennis Club have formed a strong working relationship.

During a 6 month period, we have delivered a range of online and offline materials to showcase the Club including:

  • updated brand bible and email templates
  • PR calendar and schedule of website blog articles
  • advertisements in the Weybridge Life & St George’s Hill magazine and the American in Britain magazine
  • 3 videos and over 40 images showcasing the Club and its facilities

Even with the move to remote working because of COVID-19, Aspire and St George’s Hill Lawn Tennis Club have been able to meet project deadlines and showcase everything the Club has to offer to new and existing members.

For more about Aspire’s work with St George’s Hill Lawn Tennis Club, visit https://www.stghltc.co.uk/.