Boston Pickle Club
Creative Strategy, Brand Marketing + Integrated Marketing Campaign
Boston Pickle Club’s existing logo was well-designed with lots of opportunity to expand the brand guidelines.
Extending Brand Position to Coincide with Location Grand Opening for a Multi-Location Pickleball Club
The Boston Pickle Club opened their first, membership-based indoor pickleball facility in February 2024 with a goal to launch ten pickleball facilities in the greater Boston area. Beth was brought on as Creative Director to lead marketing initiatives to achieve overall expansion of brand awareness and launch the company’s second location. Beth helped craft an aggressive, carefully coordinated integrated marketing plan, designed to excite and entice Bostonians to acquire new memberships at Boston Pickle Club. Beth partnered with the client’s in-house marketing team, as well as an external account to lead a freelance that included a designer, a social media marketer, and a digital marketing strategist.
members in 3 days
impact at-a-glance
The integrated marketing campaign that was carefully crafted for Boston Pickle Club generated impressive results from the jump. Within just one week of launching creative assets promoting the club’s soon-to-be-open second location in Norwell, the campaign generated 120 new member acquisitions in just 3 days.
Brand Discovery
With a tight turnaround to get a campaign launched in time for the club’s second location grand opening, a speedy but in-depth discovery phase began that included the following:
Goal Alignment: Crafted through brand discovery workshops with BPC team members including the former tennis professionals that made up their leadership team.
Competitors Research: Analysis of competitor offerings and brand positioning within the greater Boston area.
Data Analysis: Reviewed analytics and current website strategy to understand user behavior and identify areas of opportunity.
Social Media Analysis: Audited the club’s organic social media presence, specifically Instagram and Facebook which were quickly targeted as areas for paid promotion.
Logo badge design created for Boston Pickle Club’s original Hyde Park location
Multi-Channel Marketing Plan
Through the use of Paid Social Media, Google Ad Display placement, and Direct Mail initiatives, the Boston Pickle Club would be able to inform a large number of potential members. The team decided to focus on key audiences which included specific geo-targeted areas, as well as college students, young professionals, and recent retirees. Through exhaustive audience research, the team idenfitied the ideal Boston Pickle Club member as a superconnector who would bring other people to the club.
Stand-Out Offerings:
For the creative concepts, Beth chose to focus on the ways in which Boston Pickle Club stood out from its competitors:
- Unmatched, hiqh-quality product
- Exclusively focused on pickleball (as opposed to other racket spots)
- State-of-the-art facilities
- Variety of program offerings for all levels
Creative Concepts Built to Perform
With campaign goals, target audiences, and deliverables identified, Beth worked to create two unique, but equally effective creative directions. Both campaign concepts would extend the brand’s visual identity in terms of color palette, graphic style and secondary imagery. The concepts would offer Boston Pickel Club two distinct messaging platforms to highlight their offerings and acquire new memberships for their existing and soon-to-be-opened locations.
Paddles Up! creative concept for Boston Pickle Club
Concept One: Paddles Up!
The Basics: Paddles Up is a fun and engaging campaign designed for the Boston Pickle Club, aiming to bring people of all ages together. It serves as a rallying cry to encourage individuals to get active, focus on their health, and engage with the community through the sport of pickleball.
The Approach: The concept emphasizes inclusivity, good sportsmanship, and the joy of being part of a welcoming club environment.
Paddles Up is more than just a call to play… it’s an invitation to join a movement.
It symbolizes the spirit of unity, health, and fun that the Boston Pickle Club embodies. The concept encourages everyone, regardless of age or skill level, to raise their paddles and be part of a supportive community that values both competition and camaraderie.
Paddles Up Messaging & Visuals
- Versatile messaging to support multiple locations, announcements and content types
- Welcoming, playful tone of voice
- Vibrant, energetic imagery with a focus on players and their paddles
- Location “Club Member” sub brands
Location-specific “Club Member” sub-branding was integral to the Paddles Up! concept
Premiun Play, Serious Fun creative concept for Boston Pickle Club
Concept Two: Premium Play, Serious Fun
The Basics: Premium Play, Serious Fun is a laser-focused campaign for the Boston Pickle Club that emphasizes its state-of-the-art facilities, superior courts, and top-notch coaching. This concept aims to position the Boston Pickle Club as the premier destination for pickleball enthusiasts of all ages and skill levels who seek an exclusive, high-quality playing environment.
The Approach: The campaign invites both newbies and experienced players to get in the game and elevate their playing experience.
Premium Play, Serious Fun is about merging the thrill and enjoyment of pickleball with the sophistication of a premium playing experience.
It communicates that at BPC clubs, players don’t just play—they level up. Whether you’re a newbie eager to learn or an experienced player aiming to refine your skills, this club offers an unparalleled environment where fun and premium quality go hand in hand.
The Premium Play, Serious Fun concept included branded clinics and leagues to extend the brand.
Premium Play, Serious Fun Messaging & Visuals
- Flexible typography and messaging paired with high-quality illustrations
- Branded clinics, leagues and tournaments
- Marketing centered around a pickleball lifestyle
- Stylized imagery with a focus on the game and the facilities
Creative Evolution & Execution:
Where Boston Plays Pickleball
Boston Pickle Club chose to pursue the first concept, Paddles Up! as the creative direction for the integrated marketing campaign. The creative was refined and updated to integrate an emphasis on the client’s state-of-the-art facilities, superior courts, and top-notch coaching. The messaging evolved and Where Boston Plays Pickleball replaced “Paddles Up” as a core asset.
Sampling of final creative used for paid social media campaigns to promote member discounts and launch the new Norwell location.
new member purchases
new member acquisitions
Paid social media placement on Facebook and Instagram announcing the new location and highlighting various discount offerings generated over 400 membership purchases for the brand-new Norwell location in a 3-month period
Beth created templates for the Boston Pickle Club marketing team to use for organic social media posts tht would match the paid social media creative.
Organic and Paid Social Media Strategy
Beth created design templates for Boston Pickle Club’s in-house marketing team to use for their organic, non-paid brand intiatives that included social media, website landing pages, and email campaigns.
in revenue generated by social media campaigns on Facebook and Instagram
unique impressions via Google Display Ad campaigns
Along with paid social media efforts, Google Display Ad campaigns were launched within specific geo-targeted locations to promote both Boston Pickle Club locations. The South Shore was specifically targeted with customized creative to announce the grand opening of the Norwell location.
A sampling of the various Google Display Ad campaigns launched to promote the Boston Pickle Club.
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