Marketing, Positioning and Brand Strategy for The Union Club

The client: 
The Union Club, an authentic and charismatic members club in the heart of London’s Soho.
 
The challenge: 
The challenge included developing a coherent brand tone that encapsulated The Union’s charm and uniqueness. It also included a drive to increase membership, as well as to formulate a diverse and comprehensive marketing campaign to showcase the Club. We had specific direction promote the Union as a wedding venue.
 
Our approach:
We started by conducting a complete audit of the Club’s marketing and positioning. The team then used this to build a comprehensive brand outline with the client. This then informed our marketing planning. Following this, we worked closely with the client to create a comprehensive marketing plan that was multi-platform and articulated all of The Union’s offering to their audience.
 
Our Solution:
We undertook a branding workshop. We worked with the SMT of the club to create a brand framework for The Union that informed the tone of all communications with the brand. Our team orchestrated and creative directed a photoshoot of the venue, including food and interiors for marketing collateral. Make Happy produced a month-by-month digital marketing strategy, campaign and execution. This was delivered with a monthly performance report and marketing recommendations. We then undertook digital advertising including social media, Google Adwords and newsletter copywriting. Further to this, we also executed a wedding campaign to promote weddings at the venue. This included a paid-for social media campaign and a stand at a wedding fair.
 
Results:
Wedding enquiries increased by 200%
Traffic to the weddings page of the website increased by 204%
Overall website traffic increased by 30%
The brand tone of voice and visual style was established for online channels
Increased following on all social media platforms
 
 
Visit The Union’s website here, to find out more about membership, venue hire and facilities.
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