As administrators and guardians of English cricket, the ECB has to be the voice of authority in the game. Yet it also wanted to show its softer side – the fan-friendly organisation that’s passionate about reaching out to all cricket lovers. We reinvented their existing ‘fan club’, creating a new ‘community’ called TwelfthMan which is much more interactive and accessible.
Fans want more of what they love and TwelfthMan gets them closer – to the latest news, to the players, to the match-day tickets and to the rest of the cricket community.
By definition, TwelfthMan is part of the team. The personality of the brand is inclusive and accessible but also light-hearted. A sense of belonging for all England cricket fans.
Membership is up 1000% thanks to TwelfthMan’s far higher levels of interactivity and its growing reputation among fans as a thriving community of fellow cricket lovers.
BEAR is an integral part of our marketing team and has been for many years. Together we have revolutionised our fan communication, packaged a year round calendar of events and picked up a couple of ‘Sports Indusrty Awards’ along the way.
Head of Marketing, ECB
BEAR + ECB
- Brand positioning
- Brand proposition
- Brand identity
- Brand architecture / language
- Brand guidelines
- Brand consultancy & guardianship
- Website design
- Literature design
- Print management
- Name generation
- Direct mail
- Print advertising
- Online advertising