• Case Study
    Memphis Polo Club

    The Challenge

    The Memphis Polo Club plays at a beautiful, 200-acre facility, graced by elegant homes and stables. They have experienced players, world-class trainers and polo professionals, a great reputation in polo circles—and, when they contacted Southern Growth Studio, absolutely no sponsors, no name recognition in the city, and few players who weren’t related by blood or marriage.

    In other words, the Memphis Polo Club had everything it needed to be successful, except visibility. They needed to get the word out. They turned to the Southern Growth Studio for help.

    The Work

    Assets

    • New Identity | View
    • Brochure | View
    • Web Site | View
    • Original Photography | View

    Southern Growth began with a whirlwind polo tutorial and many visits to the Memphis Polo facility in Rossville, Tenn. They perused material from the club’s earlier heydays in the 50s and 70s. The team researched other clubs in the South, and attended matches. Studio photographers conducted day-long photo shoots, and writers shadowed the trainers as they cared for horses and inspected fields.

    Southern Growth’s graphic designers developed a logo specific to Memphis and the club’s mission to attract more players and sponsors. Incorporating the gorgeous photography from earlier visits, the Studio worked with the Club to craft a viewbook full of lush images and pertinent information and a Web site that is both beautiful and easy to navigate. The Southern Growth team also set a publicity and sponsorship strategy for the upcoming 2009 season.

    The Results

    Thanks to Southern Growth Studio, Memphis Polo is no longer one of the city’s secrets, but rather is poised to attract new members, sponsorship dollars, and special events through its new identity, printed materials, and Web site. It’s already working: the Memphis Business Journal photographers and journalists covered one of the club’s last tournaments in 2008.

    “When we contacted the Southern Growth Studio, we were in dire need of a strategy,” said Memphis Polo Club president Jack Erb. “They immersed themselves in our culture and gained valuable insight that surprised even us. The studio then used that insight to formulate specific strategies to connect us with our target audience. Now, the 2009 season is shaping up to be our best ever.”

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    Memphis Polo Club

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