BJA - Membership
Attracting and retaining members to a sport has never been easy. Sports governing bodies rely on membership fees to support the day to day running of their companies.
BJA wanted to reinforce the importance of membership to players, especially important in a sport such as judo where membership also provides the player with a licence and insurance. There were also other benefits they wanted to emphasise such as a free subscription to a magazine and special offers in areas such as merchandise and events.
We developed a hard hitting campaign “No License, No Judo”, reminding players that without membership they weren’t licensed – and therefore not insured – and that this could lead to serious consequences. This was followed up with a more light hearted “No Membership, No Magazine” ad, promoting the additional advantage of receiving a free subscription to the magazine, Matside. Membership increased by 15% in the year the poster was launched.
Ongoing awards schemes also keep interest in a sport, giving players something to work towards throughout the years. We designed a series of certificates picking up elements of the new corporate brand.
