Brandwave Rebrands British Rowing Membership Programme

20 Dec 2018

By: Sport Industry Group

British Rowing and sports marketing agency Brandwave have created a new identity to support the organisation’s restructured membership programme ‘Together, we are rowing’.

The governing body for the sport of rowing, has introduced a new membership structure to make it more relevant to the current membership and the wider rowing community.

Moving away from a more traditional governing body membership scheme, current and prospective members can now choose from new RACE, ROW, COACH or SUPPORT categories, and an experience more closely aligned with their roles in the sport.

Phil Hornsey, Director of Membership & Rowing Community at British Rowing said: “Over the last 18 months we conducted a consultation process, including our biggest ever survey of British Rowing members at the end of 2017, with over 1,300 members taking part.

“Although over 60% of respondents were both proud to be a British Rowing member and satisfied or very satisfied with the service they receive, it was clear from some of the comments that certain key roles in the sport didn’t feel that the membership structure was designed for them.

“To start to address this, we’ve created a framework with categories of membership that are more reflective of the sport as a whole.

“In 2019, we’ll be focusing on reconnecting former rowers with our new membership offer to help them to safeguard the future of their sport.”

Natasha Clarke, Account Director at Brandwave added: “It was important to move away from the physical benefits and really tap into the emotive reason for being involved in rowing.

“’Togetherness’ was a core theme across all membership types, from camaraderie between team mates to the social benefits that come with rowing to keep fit or volunteering at events.

This led to the creation of a more meaningful message, something that connects the different member types with British Rowing as a brand.”

As well as the overall creative development, Brandwave also worked on messaging, designed the new membership joining packs and online communication assets, social media and email marketing.

Photo: © Getty Images