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Edgbaston Brand
Eden Original
     
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  Edgbaston Brand

The problem
  • Disjointed image/disjointed service
  • Tired, neglected venue
  • Dissatisfied key partner
Action
  • New Edgbaston identity
  • New Edgbaston strapline
  • Sub-branding
  • Innovative implementation
The method
  • Staff workshops on branding and why it was needed
  • Staff training in customer service that delivers the brand values
  • Ground audit of all aspects of the appearance of the venue
  • Corporate guidelines and templates as interactive pdf
 
   
The proposal
  • Create a brand for the venue
  • Create a hierarchy of
    four sub-brands
  • Reinforce values of quality
    and service
Solution
  • Strong, memorable identity
    with ‘in-built’ strapline
  • Use of County blue for continuity
  • Complementary range of
    sub-brands
  • Introduction of silver accent colour in place of the yellow
  • Non-cricket based themes and imagery
  • Quality paper stocks and weights

 
  brand identity
 
  literature
 
 
  signage
 
Outcome
  • Introduced early 2004 on literature, advertising and signage
  • The venue had established a cohesive and consistent
    identity
  • Full implementation of brand by Letheby and Christopher, the organisers and promoters of all corporate hospitality and events at Edgbaston
  • The whole venue was repainted over two years in new
    brand colours
Results
  • Membership had improved by 5%
  • International ticket sales increased by £0.4m
  • Gate receipts were up by 45%
  • Corporate hospitality increased from £407k to £540k
  • The Cricket Shop saw a 30% increase in profits - following the production of a mini catalogue
Profile
  • In 2005 the new brand was nominated for Sports Brand of
    the Year in the Sports Industry Awards.
  • In less than 18 months the new brand was competing on equal terms with BBC Sports, Sky Sports, Speedo and Puma at the Sports Industry Awards.
The future
  • Further customer research into the brand and quality of service
  • Further development of corporate guidelines and stronger ‘policing’
  • New range of concerts and
    non-cricket events to be staged
    at Edgbaston