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Transformation
from a ‘fan club’ with 18,000 members into an ‘official community’ with 250,000 members… and counting.

Positioning

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.  

Proposition

‘Get Closer’
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.

Personality

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. 

Result

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. 

Will Collinson
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