zag creative
Edmonton Minor soccer Association (EMSA) | zag creative group client

The Challenge

EMSA approached zag creative after seeing a decrease in outdoor registration numbers for the first time in 20 years. At the time, EMSA and its zones were represented through a fragmented brand consisting of different visual identities and inconsistent names. The audience was left with little understanding of the scope of EMSA or its operations.

The Plan

A strong creative concept was used to build a connected brand for the association and its zones.

To help increase awareness and drive registrations, we recommended implementing a mix of targeted media including print advertising, out-of-home advertising, radio advertising and online advertising, as well as some grass roots signage and handouts.

In between registration pushes, EMSA is also working on a number of strategies to help democratize its communications with the first major undertaking being their online presence.

The Results

After launching their first advertising campaign in January 2014, EMSA has reported an increase in new players.

The new brand has served to clarify EMSA as a unified organization and established an important foundation for future development.