We are thrilled to have kicked off a new partnership with custom-made sportswear suppliers, STC Teamwear. Through a robust strategy and media plan, paired with meticulous customer journey mapping and brand storytelling, we’ll support STC in carrying their goals all the way to the finish line – with an additional 20% of revenue to boot.
About STC Teamwear
STC Teamwear (STC) is a Suffolk-based sportswear supplier that produces premium quality, bespoke teamwear for a range of sports at both grassroots and professional level.
Founded in 2011, STC set out on a mission to create top-quality, ethically-sourced teamwear that would be tried and tested for its compatibility and durability, with a personalised design service and a tight turnaround on delivery.
With all their kits designed in-house by their expert team, STC offers its customers a truly personalised experience from start to finish.
Services
- Brand consultancy and strategy
- Video production
- Paid media
- CRM management and email marketing
- Technical SEO
Challenges
With a number of key players operating in the custom kit scene, STC needs to win a bigger share of this market in order to hit revenue targets over the next three years.
To compete with these larger, more established brands, STC needs to hone in on its brand position – elevating and celebrating the incredible benefits it brings to customers –
and refocus its digital strategy in order to target more of the custom kit and teamwear market.
The ultimate objectives are to:
- Generate an additional 20% of revenue by the end of 2023
- Deliver a strategy and media plan that drives a strong ROI on the priority STC products
- Build upon the customer database by engaging with new and existing clients to achieve sustainable growth
- Increase brand awareness and sharpen the brand position through storytelling, market research and targeted campaigns
- Evolve the CRM and CX approach with customer journey mapping and focused automations
Our strategy
We put forward a more digitally-focused strategy centred around five key areas: brand purpose, search, paid media, CRM and email.
The entire strategy is underpinned by the simple aim of telling STC’s story and defining its purpose, vision, belief and mission.
With bigger brands to compete with, it was crucial to leverage STC’s unique strengths in the custom teamwear industry; like being in control of all design and quality decisions through their own manufacturing process, providing completely customisable kits, offering first-rate customer service and unique personal touches through their small and highly skilled team, and boasting a competitive 30-day turnaround thanks to producing all their sportswear right here in the UK.
Going forward
Over the coming months, we’ll be building out STC’s strategy and raising their profile through four fundamental pillars:
- Brand
We’ll go through a brand discovery process with STC; getting to the root of what makes them different, honing in on their vision, values and promise. We’ll evolve the brand foundations to establish their unique value proposition, capturing their energy and personality through both the core positioning and the visual identity. We’ll bring out the excellence that lies at the heart of the organisation to attract new customers and deepen their relationship with existing ones. - Search
We’ll carry out a technical SEO and search performance audit to ensure that we have a focused on-site and off-site search strategy that drives results. With all marketing efforts centred around selling the teamwear, we’ll implement a search media plan which supports the campaigns and builds on the search dominance for target high intent terms. - Customer Experience
Moving forward, we’ll develop an understanding of STC’s customer base and how they interact with the business. We’ll begin by creating a customer journey map, understanding what customers should think, feel and do at each stage, while understanding the tech behind the business and identifying opportunities such as automation throughout the customer journey. As we develop the customer journey map, we’ll also be building a new email template. Once we have a full understanding of the customer journey map, we’ll start to implement phases, such as CRM platform implementation, email automation series like a welcome series, as well as segmented newsletter-style emails. To ensure we’re continually learning about STC’s customers, we’ll implement explicit and implicit profiling, meaning we can deliver personalised and relevant communications depending on where someone is in their lifecycle. - Paid
We’ll conduct an audit on current paid social activity and use it to create a robust paid media plan with creative assets and targeted ad copy to support the primary goal of selling the teamwear, but also build brand awareness with the identified key audience personas.
Looking to raise the profile of your business? Arrange a consultation with our team of experts today.
