A Race to Success with The Creek
A Race to Success for The Creek
Founded in 1968, The Creek – also known as Albion Park Harness Racing Club (APHRC) – has become the leading metropolitan race club in Queensland, conducting over 150 race meets each year. Intent on growing their current member base, APHRC needed to find new ways to attract social race goers.
The Challenge
APHRC has a deep-rooted history in the racing industry, experiencing organic growth and long-term loyalty from avid racers, trainers and members. In 2020, APHRC identified a need to modernise the brand, build greater awareness, grow their member base and appeal to new markets in the racing industry.
STEP 1: THE STRATEGY
We began by building a strategic marketing plan, establishing an updated cohesive brand foundation.
And so, ‘The Creek’ was born.
After establishing a new name, the tone for the re-brand was set. Fresh, fun and exciting were key words considered when building The Creek’s new brand and promotional strategies.
STEP 2: BUILDING THE BRAND
Following ‘The Creek’s’ conception, the image of the brand had to be developed. With a focus on individualism and modernity, a new logo was created including a vibrant orange and deep purple colour scheme that brought the tradition of harness racing into the future.
STEP 3: INTRODUCING ‘THE CREEK’
To introduce ‘The Creek’ to the market, an overhaul of their website was completed. A custom-designed WordPress site was developed, that enhanced usability, provided optimized landing pages with monitorable data and updated offerings on The Creek’s membership tiers and dining options including Pacers and Chasers and The Creek restaurants.
STEP 4: FOCUSING ON DIGITAL
To accompany its new branding, we implemented a variety of digital communications equipping The Creek with a new integrated email and SMS platform, automated email signatures, new point-of-sale (POS) system and membership system. With a majority of modern consumers preferring digital platforms for communication, these updated systems are not only easier to use, but also have greater value for patrons.
STEP 5: TRAINING
To support the re-branding and implementation of these strategies and systems, we trained The Creek’s in-house marketing team, so they were able to successfully reach their new target audience. This included group strategy and mentoring workshops that focused on active marketing via content delivery and campaigns.
STEP 6: CREATING AWARENESS
The final step was to build brand awareness.
To align with The Creek’s new target demographic, we developed a digital marketing strategy, utilizing a variety of advertising mediums with the aim of generating a strong social presence. The redirection from billboards, radio and social advertising maximized the efficacy of this strategy, increasing website views and interactions. Additional support strategies included welcoming new brand ambassadors Luttsy and Emily Seebohm, who promoted The Creek’s new membership options.
The Creek’s re-branding debut rolled out with the launch of its annual Summer Racing Carnival. We set up a variety of radio, outdoor and digital advertisements to showcase The Creek’s new face and appeal to the social race goers.
