PGC/Glazier Clinics Branding
Client: PGC/Glazier Basketball Clinics
PGC/Glazier Basketball Clinics hosts about 30 conferences (or "clinics") across the country each year in major cities, where professional and college level coaches speak on a variety of coaching topics for 2-3 days. The target audience for these conferences are high school and youth coaches.
Digital
In the rebrand process, a website redesign was the first necessary task. In order to make it easier for users to find upcoming clinics and locations, a button was added to the hero section at the beginning of the homepage. Additionally, new font-families were introduced to the brand (Bebas Neue and Proxima Nova) for a more sport-like feel, whereas the brand previously only used Arial.
PGC/Glazier Homepage redesign with pop-up.
Additionally, a goal of ticket sale increase was set to +15%. After reviewing Google Analytics of the current site design, it was apparent that users were bouncing from the sale page to other pages on the site in search for more information, and would eventually leave the site. Observing this user experience made it clear that more information needed to be provided on the sale page to build confidence and trust in the user's experience.
To achieve this, a visual diagram was designed to clarify what each "pass" (or ticket) includes, as well as what benefits come with both tickets on the point of sale page. This achieved the goal of increasing online sales by +15%.
PGC/Glazier point-of-sale webpage redesign.
To compliment the new website design, new email template designs were created to communicate with customers. Previously, the Arial font-family was used in all email, as well as graphics containing text without alt text. In the new design, code was used to create a visually appealing layout, which also allowed the Sales team to be able to customize each email with personalized text, rather than creating a graphic. In addition, alt text was used across all graphics to improve accessibility.
PGC/Glazier Clinics email rebrand/redesign.
Print
PGC/Glazier Basketball Clinics host about 30 conferences (or "clinics") across the country each year in major cities, where professional and college coaches come speak for 2-3 days to high school and youth coaches. This direct mail campaign piece sent out to previous and potential 30,000+ high school and youth basketball coaches (total) across the country. Each mail piece was targeted to coaches who were within 150 miles of that specific city, therefore calling for customized city and date listings (see back of mailer, upper left corner).
PGC/Glazier Clinics promotional mail piece redesign.
This mail piece's purpose was to remind coaches to register for the 2017 PGC/Glazier Basketball Clinics before they missed the "early bird" pricing. The message also promoted PGC/Glazier's online product, which gave coaches access to online drills throughout the rest of the calendar year. Additionally, we also promoted all of our social media handles for coaches to receive regular updates and news.
After rebranding PGC/Glazier earlier in the year, I used consistent fonts, colors, and graphics (ie. the "word cloud" on the front of the mailer) that were created for their website in order to give the customer a consistent brand experience. Additionally, I worked directly with the Marketing Director on creating content ideas and messaging for the mail campaign. Furthermore, I was responsible for placement, design, and typography to create an effective message while following USPS mail standards and best practice to create this piece.
With the "early bird" pricing and mailer campaign, 2017 was a successful year for PGC/Glazier Basketball Clinics and saw an increase in early registration that year.