Llanidloes Rugby Club Marketing Case Study
This case study outlines how Lee Rosney led the creative direction and social media marketing strategy for Llanidloes Rugby Club —transforming the club’s digital presence through content, branding and consistent campaign execution.
This case study outlines how I led the creative direction and social media marketing strategy for Llanidloes Rugby Club —transforming the club’s digital presence through content, branding and consistent campaign execution.
How to Turn a Community Sports Club into a Creative Authority Within Grassroots Rugby
Overview
Llanidloes Rugby Club needed a clearer and more consistent approach to digital and community engagement. Like many grassroots sports clubs, visibility was limited, social media lacked structure, and there was an opportunity to better promote fixtures, events and sponsorship.
The objective was to implement a structured rugby club marketing strategy that would increase engagement, grow attendance, and improve overall brand perception both online and within the local community.
The Strategy
A consistent, rugby-focused content and marketing strategy was introduced across social and digital channels.
This included:
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Matchday graphics and fixture promotion
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Player and team content
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Event and community storytelling
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Platform-specific content for Instagram and Facebook
A clear visual identity was established to ensure consistency and recognisability, while commercial activity was supported through:
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Improved sponsorship activation
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In-house merchandising
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Membership and event promotion
The Result
The strategy delivered measurable growth across digital, community and commercial performance:
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300%+ organic social media growth over three years
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Increased engagement and consistent digital output
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Improved matchday attendance and event visibility
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Successful launch and retention of a women’s team
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Financial turnaround from £26k loss to £33k profit within two years
Summary
This project demonstrates how a structured and consistent sports marketing strategy can transform a community rugby club—driving audience growth, strengthening participation, and delivering real commercial impact.
Anniversary Rebrand
As Llanidloes Rugby Club approached its 50th year, the opportunity extended beyond a commemorative badge. The brief was to honour five decades of heritage while evolving the club’s identity for the future — not just for a season, but for the long term.
The rebrand focused on refinement and longevity. Core visual elements were strengthened, not replaced, ensuring the club’s DNA remained intact while improving consistency across digital, print and matchday platforms. The 50th year mark was designed as a seamless extension of the brand, supporting stronger communication and sponsor visibility.
The result was more than a celebration — it was a reset. A modernised identity aligned with the club’s ambition, built not just to mark fifty years, but to carry it into the next era.
Matchday Socials
Matchday content in sport isn’t just a moment — it’s a journey. And journeys require structure. Authentic storytelling only works when supported by a clear, repeatable system.
Following an anniversary season that introduced a new club badge and more graphic-led creative, this year’s direction has been unapologetically photography-led. Real moments. Real people. Real rugby. Supported by a defined brand framework, increased use of video and motion, and a structured weekly content rhythm. Each fixture week is built around adaptable overlay assets, allowing us to move quickly, remain consistent, and respond to the realities of grassroots sport.
The outcome has been deliberate and measurable: steady organic growth in engagement and reach, increased visibility supporting the development of our women’s team and junior section, and growing interest from new and existing sponsors — many now choosing to partner with the rugby club over more established local alternatives.
Below is a snapshot of the season’s social output, demonstrating how a clear creative framework — applied with intent and consistency — can elevate community sport.
Condensed, high-impact version
Matchday Line-Up Content
Team line-up content is one of the most important weekly touchpoints for any sports club—often acting as a first impression for players, supporters and sponsors.
Rather than simply listing names, a structured matchday content system was developed to present the club in a clear, consistent and professional way.
Each season begins with a defined creative direction. Player photography is captured and designed specifically for use across team line-up graphics, which are then built into a repeatable template system for weekly use.
This approach allows for:
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Fast, consistent content delivery
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A recognisable visual identity across teams and fixtures
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Scalable output across the season
Commercial Impact
Line-up content also plays a key role in sponsorship visibility and activation.
Club partners, kit sponsors and player sponsors are integrated into clearly defined placements within the design—ensuring consistent exposure without compromising the overall aesthetic.
As players and supporters share content across their own networks, reach extends beyond the club’s core audience—delivering meaningful visibility and reinforcing sponsor value.
Summary
A simple weekly post becomes a scalable content system—supporting brand consistency, audience growth and commercial return.
Digital Execution
Incorporating a compelling visual strategy alongside the poignant narrative we discussed earlier was pivotal in crafting an immersive user experience. The design's fluidity extended to our comprehensive campaign system, ensuring a cohesive presence across all digital platforms. This strategic approach culminated in a dynamic and distinctive campaign that commanded attention amidst the digital clamour of kit launch season, precisely in line with our vision.
The digital campaign covered our various channels across e-commerce and social for Newcastle and Castore. And after achieving the desired impact with the Newcastle fanbase, it also featured on well-known social platforms like the Sky Sports channels, expanding its reach and impact.
I could not believe the impact our social media presence has had since Lee took over our social media channels & became part of our club.
The difference was stark; having a professional with a deep knowledge of media engagement made such a difference. At the top level, we now have actual data to show potential sponsors the actual value and reach they can expect for their businesses. The perception the community now has of our club is heart-warming. We are proud to see so many individuals, groups & organisations now using our facilities. This was through targeted posts to ensure the whole community knows they are welcome. The Junior section has flourished and grown, especially with the parents’ engagement & I honestly think our thriving Women’s team would not even have happened without it.
Thank you, Lee, you have been a major asset to our club and Community.
Simon Morgan
Llanidloes Club Chair - 2015 to 2025
