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01
A campaign with a hard deadline behind it
Most club posts have no consequence attached. This one did: a date, a venue booked, and a tournament that either had enough teams in it or did not.
That reframes the design problem. The question stops being does this look like the club and becomes does somebody who sees this once know what it is, who it is for, and what to do next.
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02
Who it is actually talking to
A girls tournament is announced to players and decided by parents and coaches. Those are two different readers of the same post, and they need different things from it.
So the graphic leads with the thing a player responds to — the occasion, the look, the sense that this is worth turning up to — and carries the practical information a parent needs at a size they can still read: age groups, date, venue, how to enter. Neither audience should have to open the caption to find out whether it applies to them.
The campaign key image. The occasion first, the details close behind it. -
03
Making it look like an event, not a notice
Junior and girls football gets announced badly and often — a flyer with six logos, clip art and a Word heading. It reads as admin, and people treat it like admin.
The look here is deliberately closer to a senior fixture: strong photography, the club's colours at full strength, and type given real size. Treating a girls tournament with the same visual weight as a first-grade match is not a design flourish. It is the message.
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04
A build-up, not a single post
One post is an announcement. Four posts across the lead-up is a campaign, and it is what actually moves registrations.
The set was staged: an announce graphic to plant the date, a detail graphic with age groups and entry, a last-call graphic as the deadline closed, and a day-of graphic for the tournament itself. All four are the same design at different points in the story, so the club can post repeatedly without the feed feeling repetitive.
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05
Built to be run again next year
The whole point of a template is the second time you use it. The campaign was handed over as editable files with the date, age groups and photography open, so next year's Girls Cup is an afternoon of updating rather than a new brief.
That is the same principle as everything else I build. The club should own the system, and the system should not need me to keep working.
What the club ended up with
- A four-post campaign staged across the lead-up rather than one announcement.
- Written for two readers at once — the players and the parents who enter them.
- Given the visual weight of a senior fixture, on purpose.
- Handed over editable, so next year's tournament reuses it.
