Grassroot Media has launched a hyper local campaign at Avery Fields Sports and Events in Birmingham for the Severn Trent Community Fund.
The campaign is running across both digital screens and poster frames inside the venue, showing how place based media can be used to reach a very specific local audience in a highly relevant environment.
It is a small campaign in terms of geography.
But strategically, it is a really useful example of what grassroots sports media can do.
Because not every campaign needs to be national.
Sometimes the real value is being in exactly the right place.
Why Avery Fields was a strong choice
Avery Fields is not just a rugby club.
It is a community sports and events venue in Birmingham, with a busy clubhouse, bar, event space and sports facilities.
It is home to Bournville RFC and is now also home to Midlands Hurricanes rugby league. The wider site and venue is also used for football, cricket, rugby union, rugby league, events and other community activity.
That gives it a very broad grassroots audience.
Players.
Parents.
Coaches.
Volunteers.
Committee members.
Visiting teams.
Supporters.
Event guests.
Local families.
Community groups.
For a campaign connected to community funding, this is exactly the type of environment where the message makes sense.
The audience is not abstract. It is made up of people who already understand the value of grassroots facilities, local projects, volunteer effort and community investment.
The Severn Trent Community Fund message
The Severn Trent Community Fund supports projects that make a positive difference in local communities.
That makes grassroots sports venues a natural environment for awareness.
Clubs and community venues are often at the centre of local life. They are places where people gather, organise, volunteer, fundraise, support young people, host events and build connections.
A message about community funding is more likely to feel relevant in that kind of space than in a generic advertising environment.
At Avery Fields, the campaign is appearing in the venue through Grassroot Media’s digital screen and poster network.
The result is simple.
The message is visible in a place where community minded people already spend time.
Digital screens and posters working together
The Severn Trent Community Fund campaign uses both digital screens and poster frames.
That combination is important.
Digital screens allow messages to be changed quickly, run dynamically and appear in high visibility locations inside the clubhouse.
Posters add physical presence and permanence, especially in corridors, changing areas and other key locations around the venue.
Together, they create repeat visibility across the club environment.
Someone may see the screen in the clubhouse.
They may also see the poster elsewhere in the building.
They may see the campaign again when they return the following week.
That is the strength of grassroots club media.
It is not just a single impression.
It is repeated exposure in a place people come back to.
Real audiences in real places
Grassroot Media is built around a simple idea.
Brands and organisations should be able to reach people inside the places where grassroots sport actually happens.
That can be done at national scale, across hundreds of clubs.
But it can also be done locally, one carefully chosen venue at a time.
This Avery Fields campaign shows the local end of that spectrum.
It proves that a campaign can be placed in a very specific grassroots sports environment, using the same infrastructure that also supports larger regional and national campaigns.
That is useful for brands, utilities, charities, local authorities, government campaigns, community funds and any organisation that needs to reach people in real community settings.
The value of context
Context changes how advertising is received.
A message about sport feels different inside a sports club.
A message about community funding feels different inside a community sports venue.
A message about local projects feels different when it appears in a place that relies on people, volunteers and investment to thrive.
That is why Avery Fields was such a good fit.
The campaign is not just visible.
It is relevant to the environment.
That is where grassroots sports media works best.
National scale or local precision
Grassroot Media works across football, rugby, cricket and bowls clubs throughout the UK.
That gives advertisers access to national and regional audiences across grassroots sport.
But this campaign is a reminder that the same network can also be used with real precision.
A single venue.
A specific community.
A message that fits the place.
A trusted environment.
A real audience.
That is a powerful combination.