How Grassroot Media ran a seven month, multi format campaign that proved what makes us different
Earlier this year, we wrapped up a major campaign for the British Army that I realise we never really made much of a fuss about. But looking back, it was a real demonstration of what Grassroot Media is all about: delivering things no other media owner can.
How It Started
It began with posters in cricket and football clubs. Straightforward enough. But we saw an opportunity: rugby. We suggested it to the client, they were up for it, and within weeks we had built the first ever grassroots rugby club poster network.
That’s what we do: lean in, spot ways to add value, and make things happen.
Growing Beyond Posters
Partway through, we offered the Army space on our then emerging digital screen network. Again, they took us up on it. That turned into the world’s first digital screen network inside grassroots sports clubs.
It was a great example of how we can add something extra even once a campaign is already running.
Copy Changes and Reporting
One thing that really pushed us in a good way was introducing monthly copy changes on the posters. That was a first for us at that scale, but it helped us develop systems that now mean we can offer weekly copy changes as standard.
We also sent the Army team weekly reports showing exactly what was live where, what was coming up, and flagging any issues.
We kept things transparent all the way through.
Overdelivery as Standard
We deliberately overdeliver whenever we can. On this campaign, that meant nearly 20 percent more than booked.
We know we are not the biggest name out there, so when a client puts faith in us, we put everything into making sure they get the best possible results.
Measuring What Matters
We supported the Army with the opportunity for pre, mid and post campaign surveys; real people, in real clubs, not just background audience figures or made up survey results.
Why It Matters
It was seven months of advertising that genuinely stands out as one of the most rewarding projects I have worked on in more than 20 years in media.
If your brand wants to see what grassroots sports advertising can do, with proper service and care thrown in, all while supporting the grassroots of the sports you’re investing in, direct to the clubs, not to some suit behind a desk at a national governing body, get in touch.
We’re ready when you are.