Flight 07 of 10Edge Speed & Agility
Growing past word of mouth.
A full rebrand and a social plan for a youth sports training business.
Overview
From referrals to a brand worth marketing
Edge Speed & Agility is a youth sports training business that had grown almost entirely by word of mouth. Referrals had carried it a long way, but they are hard to plan around and harder to grow on purpose. The project covered a full rebrand to give Edge a look worth marketing, and a social plan built to reach the people who actually decide where young athletes train: their parents.
Challenge
Good work with no way to be found
A training business that grows by referral usually has satisfied families and very little else to point to. Without a brand that could stand on its own, Edge had no way to reach parents who had not already heard about it from a friend. The challenge was clear: build a presence that could introduce Edge to new families, and speak to the parent making the decision rather than only the athlete doing the training.
Project plan
Designing for the parent, not just the player
Before any design work began, we settled who the brand was for. Young athletes do the training, but parents choose the program, so the messaging was built around what a parent needs to hear before trusting someone with their child’s development. The rebrand was planned to feel credible and energetic in equal measure, and the social strategy was built around a steady cadence that parents would come to recognize.
Execution
A new identity and a plan to use it
With the audience settled, we carried out a full rebrand that gave Edge a look worth putting in front of new families. The social strategy put that brand to work, with parent messaging that spoke to their concerns directly and a posting cadence steady enough to build familiarity over time. Every post pointed the same way: toward a parent who had never heard of Edge deciding it was worth a closer look.
Results
13% more inbound in two months
Within two months, inbound interest grew 13%. Beyond the number, Edge came away with a brand that can be marketed, a social plan it can keep running, and messaging that speaks to the person making the decision. Most importantly, the business no longer depends on word of mouth alone to grow, and every new family it reaches through the brand makes the next one a little easier to reach.