Corporate Brochure Design & Lead generation campaign

The Brief

Sheffield United Football Club (SUFC), is a premier league football club established in 1889. S2 worked with SUFC developing a corporate brochure to promote all the facets of the business from conference & banqueting, corporate suites, weddings, match day opportunities, Copthorne Hotel, gym and community projects. SUFC were looking for an agency to help redesign their brochure and manage a digital lead generation campaign.


SUFC originally had one brochure that encapsulated all the various business functions within the club. This resulted in receivers having a large brochure that was not relevant to their interest but also a waste of budget producing and posting out the brochure. S2 developed a new format which provided a brand overview of the club with specific inserts relating to various functions. In this way sections could be updated individually as required, offering improved flexibility. The brochures were cheaper to produce and post out, but more importantly the content could be tailored to the enquiry.

S2 also managed a lead generation campaign, encouraging prospects to opt in registering their details on a purpose built microsite.  The campaign was a success resulting in a 6.11% registration rate.


Serendipity2 developed a brochure with a clean and contemporary design showcasing the club’s key services providing both an impactful corporate image and a cost saving for the marketing department.


“Serendipity2 produced a high quality brochure suite that gave our brand a modern uplift and allowed us to use combinations of service-specific brochure inserts within our main brochure to send out tailored and relevant marketing messages.”

Sarah Steel, Head of Marketing – SUFC