Customer profiling, CRM, brand identity, brochure, online & offline newsletter & email


The Edgbaston Priory Club (EPC) is a private members’ tennis, squash and leisure club in Birmingham, England. The club is the host of the annual WTA Tour stop, the Aegon Classic. The stadium court has a capacity of 2,500 people.

S2’s brief was to work with EPC to promote the heritage and culture of this renowned UK tennis, squash, health club, bar and restaurant in a creative, engaging and appealing way online, via mobile and offline. The key objective was to drive traffic to the venue to increase membership and repeated day visits.


Taking EPC’s entire members database, S2 ran profile and catchment reports by distance from the club identifying different types of customer by affluence, lifestyle, behaviour, ethnicity and family breakdown.

Following on from the intelligence gained from this work, S2 was then commissioned to design, develop and produce a range of on, mobile and offline material, from producing a new brand identity and an interactive and engaging website to newsletters and business mailings focused on building club membership levels.


S2 worked closely with the Edgbaston Priory Club team to ensure the right tone of voice and accurate messages were portrayed across the marketing material, along with highlighting the heritage and culture of the club promoted throughout all on and offline materials.

The club has gone from strength to strength and has recently expanded its gym, tennis and leisure facilities via a multi million pound investment strategy.

More work creating key customer profiles aligned to new customer segments is currently in development.

On the back of the analysis, S2 designed and created a number of targeted communications including email template, 6 page gate fold flyers, posters and banners.