Surrey FC is a local community leader that has been organizing youth and adult soccer teams for 3 decades. With a pause in all sporting activities due to the pandemic, and a recent amalgamation, Spade was tasked with creating a new identity and marketing strategy for the club. We collaborated with the board of directors to help solidify a vision for what the club should feel like and worked closely with the operations team to implement day to day changes. Ultimately, Spade helped Surrey FC identify and communicate their club philosophy to the community while increasing brand awareness and preference.
We began by first creating a new, interactive, website along with revamping the social media strategy to increase the club’s digital footprint. We also launched several digital marketing campaigns to drive traffic to the website via social media platforms. These campaigns generated interest and resulted in increased traffic and engagement. By also implementing an email marketing strategy, we were able to update followers on the latest news and events while building a list of Surrey FC’s most loyal members.
As the re-brand and execution of the marketing strategy continued, Surrey FC utilized our business consultation sessions to better understand how they can implement other changes and make the business more efficient and productive.
Overall, the rebranding and digital marketing campaign were successful because they achieved the goals set out at the beginning of the project. Surrey FC has benefited via increased registration, increased brand awareness, increased monthly traffic, and increased efficiency. Spade also helped Surrey FC execute various programs and events, such as the Surrey Mayors Cup, in which we implemented marketing and content strategies to promote and maximize tournament registrations while providing the systems and support to efficiently organize the tournament.
By creating integrated systems for operations and marketing, we have increased Surrey FC’s bottom line and continue to help them maintain a strong position in Canadian soccer.