US Gaelic Athletic Association
National Campaign
A COMPREHENSIVE NATIONAL AND CLUB-BASED MARKETING TOOLKIT TO PROMOTE MEMBERSHIP, COMMUNITY-BASED CONNECTIONS AND ORGANIC SPONSORSHIPS.
The USGAA came to us with this challenge: create awareness about Gaelic Sports—Men's and Women's Football, Hurling and Camojie—in the United States. They were looking for a partner to build a national campaign to educate people on the value of being part of a club, and, in turn, build membership and inspire more sponsorship on a local level.
What transpired next was an exhilerating two year partnership and a campaign that continues to champion and support local USGAA teams in every way possible.
The effort was broken down into a phased approach grounded in strong conceptual design...
Let's put the play in playful!
Our branding solution for the USGAA embodies all of the sentiments this national campaign is about: teamwork, camaraderie, health and wellness, community, and FUN. And the tagline brings it all home..."Fun, Friends, Fitness."
These elements and concepts were reinforced across all marketing outlets, from printed pieces to event signage, to social posts and sponsorship decks. Guidance and brand system directives were setup as a brand kit on each club's Canva account to make branding materials accessible and bring layouts to life!
Building Community... one Template at a Time
Every potential outlet for self-promotion by local teams was covered in this national campaign. We used Canva as a means for building and distributing brand kits to local teams. Brand kits included templates for postcards, flyers, posters, event banners, business cards, yard signs, social media posts and banners, newsletters, presentations, and sponsorship proposals as well as links for a photo library, brand guidelines, partner online print outlets, tips for strong layouts in Canva, video tutorials and much more!
We also developed a marketing playbook that offered extensive directional support to USGAA clubs; it outlined target market information, ways to promote clubs through social media and print, and strategies for finding organic sponsorship partners.
“Barbour Design was instrumental to the success of the USGAA Let’s Play Campaign. Their creative thinking, professional execution, and disciplined project management helped us deliver a high-impact campaign on schedule and within budget. They operate like true strategic partners, not just vendors.”
Let us help you formulate the perfect pitch.