Edgbaston Priory Club

Launching A Dedicated Junior Members’ Sub-Brand

Designed to boost family engagement and increase memberships by creating a welcoming environment for children.

OVERVIEW
OBJECTIVES
DELIVERED
RESULTS

Team Members Involved on this Project

Lou

Ryan

OVERVIEW

Edgbaston Priory Club is a prestigious private sports club in the heart of Birmingham, with a proud history spanning over 130 years, and providing an extensive range of sports, lifestyle, and wellness facilities.

Looking to enhance its offer and strengthen family engagement, the club identified a need for a dedicated junior members’ area, to ensure a well-rounded offering for every family member.

THE OBJECTIVES

Strengthen the club’s position as a leading family-friendly club in Birmingham.
Increase family memberships by providing engaging facilities and experiences for all ages.
Inspire existing members to actively involve their families in the full range of club activities.
Develop a distinctive junior members’ sub-brand that complements the club’s established identity while resonating with younger audiences.

DELIVERED THROUGH…

A SUB-BRAND FOR JUNIOR MEMBERS

Building on the club’s signature phoenix logo, three distinct junior member bands were created. Each band included a mascot and tailored colour palette, thoughtfully extending the club’s existing brand identity.

This was brought to life within the club’s new junior members’ area, creating a welcoming environment for all children.

DESIGN OF BRANDED MARKETING MATERIALS

The junior members’ sub-brand guided the creation of timetables, clearly highlighting activities available to younger members. These timetables were also displayed in the junior members’ area to ensure visibility and easy access.

A range of additional marketing collateral – including brochures, posters, bags, and more – was produced to communicate the new offering and reinforce the presence of the junior members’ area.

AMENDS TO THEIR EXISTING WEBSITE

The Edgbaston Priory Club website was updated to include a ‘Families’ section, reflecting their club’s family-friendly positioning. This includes all information on their junior members offering, such as details on their family spaces and activities, and access to their newly designed timetables.

SEE THE WEBSITE LIVE

Targeted social media campaigns across LinkedIn, Facebook, and X promoted the club’s leisure amenities and racquet sports facilities.

By tailoring content to specific audiences, the campaigns increased brand awareness, boosted engagement, and drove interest in the club’s facilities.

THE RESULT

The launch of the junior membership sub-brand established a vibrant and engaging identity that resonated with families, encouraging greater participation from younger members and reinforcing the club’s position as a destination for all ages.

The design and production of key marketing materials, alongside updates to the website, made information on services and activities for junior members easily accessible, improving awareness and engagement.

Targeted social media campaigns further increased brand visibility, expanded reach across key platforms, and helped attract new members to the club.

We were very happy with the work EDGE undertook for our eight-year strategy document, especially the video produced in partnership with CMA. It has proved to be a great communication tool, sharing exactly what we wanted to communicate to our members about our future strategic direction and how we want them to feel about being a member of the club. The video seamlessly delivers the across the different media channels. We couldn’t be more satisfied with the final result.

Julie O’Hare | Head of Experience