Newcastle United Football Club (NUFC)

Newcastle United, also known as the Magpies, is one of English football's most successful club sides, having won four League Championships, six FA Cups and the Inter City Fairs Cup. NUFC has played at its current home of St James' Park since 1892 and it is now one of Europe's top arenas, famous for its proximity to the city centre.Today its turnover as a major multi-faceted leisure business sees the Club regularly included in the top 20 of the Deloitte world football money league.

Objectives

To put in place a comprehensive strategic marketing approach and plan covering all aspects of business to business and consumer marketing undertaken by NUFC for season 2009-10 and beyond.

Approach

In the initial phase, the emphasis was firmly on communicating with and engaging the internal audience as well as agreeing the changes in approach that would be necessary to introduce the new ways of working. As the project developed, focus shifted towards communicating with the key target audience segments identified as part of the exercise.

Results

The project is currently complete awaiting sign off from the club’s owner. Key outputs to date include: establishment of a vision statement, brand ethos and values; creation of a strategic route map to move key areas of the business to where they should be; development of customer insight and segments through research and other techniques; the re-design of corporate brand guidelines and the production of functional and master marketing planning documents.

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