With just weeks to go before kicking off its inaugural season, the Houston Strikers reached out to Madak for a complete rebrand, becoming the Houston SaberCats and one of the founding members of Major League Rugby. With a goal of establishing its organization as a strong addition to the League, the rebrand would require Madak to develop and execute a strategic marketing campaign incorporating graphic design, social media, public relations and website development prior to the 2018 season. In order to beat the buzzer on this fast-acting project, Madak expedited its creative efforts to first design a new SaberCats logo which would be used across all platforms, including apparel. The challenge wasn’t the task at hand, it was the short time frame in which it was to be completed from initial discussion to the development stage and final launch of each product and service.
The Madak solution wasn’t complex – to develop the most dynamic creative in the League, establishing a dominant and memorable presence through print, broadcast and online platforms. How did we get it done? Marketing magic – and a bit of efficient and expert know-how. Prior to the season commencing, Madak was able to infuse a total rebrand of the SaberCats’ logo, website, merchandise, and social media presence. To ensure the campaign had longevity, we worked cooperatively with the organization to develop internal processes so they could manage post-execution, such as creating a template for game-day media deliverables on social media. As a result of this process, our efforts increased the SaberCats’ social media followers from zero to 24,000 and 9,000 on Facebook and Instagram, respectively, in an 8-month period. Further, we incorporated media relations activities, business development collateral, PowerPoint presentations and attention-grabbing videos to help the organization gain credibility and sponsorships.
The Houston SaberCats were a Madak dream client – and still are! With every client, our objective is to task our creative and strategic strengths to resolve any issue or problem the client has, then put processes in place so that we can “hand off” a sustainable finished product to the client for ongoing management.
With the Houston SaberCats, this is precisely what we were able to do. In an 8-month period, we successfully rebranded the organization, developed a loyal following, and created internal processes which all helped the Houston SaberCats organization become a stronger, more relevant and viable competitor within the League.