CRCF
New look smashes the opposition
Silverback has helped Cranleigh RFC bring a professional but consistent look to our branding. We have seen our demographic target market shift in our recent player recruitment campaign.
Nick Hendy
Press Officer, CRFC
Discover
Cranleigh Rugby Football Club (CRFC) is a successful, well established community rugby club, just down the road from our studios on the border of Surrey and Sussex. They have over 850 members, including three senior sides playing in the Surrey leagues and an active youth section.
Attracting new members is vital to keep the sport and club thriving. CRFC realised the sports landscape was shifting and that they needed a more professional looking, consistent and recognisable image for their brand – so they called on Silverback® to help!
Design
When CRFC initially came to us, they had a clear vision of what they wanted the club to be and the image they wanted to portray. At that time, their demographic was 35-60 year olds and they knew they needed to reach younger people. They were in need of a brand refresh, maintaining their well-known colours and logo. We created the ‘Cranleigh needs you’ campaign, where we used a consistent message and brand identity, which was rolled out across printed items, such as event and recruitment posters and leaflets as well as their social media. The use of blue and red, their club colours, together with the use of bold typography, gritty photography and graphic elements has given them a more professional look.
Develop
On the back of this success, CRFC asked Silverback® to create a new website. Historically, the club were using an off-the-shelf ‘club website’ platform which limited what they could do. After an in-depth discovery session to detail the functionality they needed, we produced a tailored solution that was impactful, on-brand and easy to use. The bespoke WordPress solution included a WooCommerce shop integration to allow the club to manage and sell membership, merchandise and tickets for their events. Other key pages included club news, a hall of fame, a results/fixtures area and templates showcasing the venue and the club’s sponsor.
Deliver
We always enjoy hearing how our work has helped or improved things for our clients and we are pleased to report that the smart and modernised branding has not only helped the team look more professional but has also altered their demographic.
Due to the ‘Cranleigh needs you’ campaign, they are now reaching that 17-35 year old target market, with over 3.5K Facebook views. We are delighted to have played a part in the future success of the club. #GoCranes
