Having previously engaged with the LTA in August 2007, STG were invited to discuss a strategic membership scheme to identify players at every level, record & reward (where possible) their participation, and fundamentally engage with the youngest members as the potential stars of tomorrow.
This new scheme forms part of the strategic blueprint for a “winning British Tennis” under which the key-performance-indicators will be the number of British players competing in the top echelons of the sport.
The successful scheme has to embrace the current 90,000 “rated” players already members of the now obsolete Advantage membership scheme and be compelling enough for all club members to want to join and participate – with an aim of having 330,000 members by 2009.
In November 2007, STG submitted their TeamCard membership proposal to meet the LTA key objectives consisting of a value-added membership card as part of a comprehensive fulfilment pack, a reward mechanism for both sport participation & commercial activity. It also has the ability to engage with a range of sponsor activity on event and transactional levels. Other strategic features to be introduced over time will include a “skills level monitoring and reporting” facility.
The LTA’s competitive adjudication process was completed, the TeamCard proposal was accepted and the contract was awarded on 20th December 2007. The key deciding factor was our ability to add value and functionality; combined with a full reporting suite and commercial partner engagement programme, already operational within STG’s portfolio.
In January 2008, the fulfilment content and pack was scoped and supplied entirely by STG along with the cards, and the dispatch of the first 100,000 packs has taken place, as per the original project plan.