Since 2000, Ruggers Pub, Pittsburgh’s only rugby bar, has been a fixture of the South Side. However, when we began working together, the bar was facing challenges with its online presence, local recognition, and reputation. Over the past decade, SL Créatif has served as Ruggers' internal marketing team, reshaping its brand, improving operations, and driving significant growth. Our approach has been rooted in authenticity, community, and strategic branding, and the results are evident.
From promotional design, menu advisement, drink development, and launching Good Cheer—Ruggers’ iconic holiday pop-up in collaboration with Pittsburgh Brewing Co.—to implementing technical strategies like SEO optimization and reporting systems, I’ve worked to create a well-rounded and sustainable experience that enhances both customer engagement and operational efficiency. These changes have been made with the future in mind, ensuring long-term success driven by thoughtful business decisions rather than short-term fixes.
Through organic growth, we’ve dramatically increased Ruggers’ visibility, generating positive word-of-mouth, strengthening the pub’s reputation, and enhancing its community presence. Notably, Ruggers' Google Business profile now boasts numerous 5-star reviews, and the brand’s Instagram following has skyrocketed from fewer than 1,000 to nearly 3,500. These gains, coupled with doubling weekly sales, highlight the effectiveness of our approach.
But success isn’t just about numbers. Ruggers Pub has become a recognized neighborhood institution, winning awards like Pittsburgh’s Best Sports Bar and America’s Best Rugby Bar. It has also earned international recognition by hosting dignitaries and cooking for world-touring bands, further solidifying its place in Pittsburgh’s cultural fabric.
In addition to our ongoing work, the Good Cheer pop-up bar has been a standout collaboration with Pittsburgh Brewing. The idea of transforming Ruggers Pub into a yuletide wonderland was conceived by me in 2020 as a way to creatively incorporate Iron City Beer into the holiday season. Since its launch, it has become an iconic part of Pittsburgh's holiday festivities, with each year bringing new creative touches and immersive decorations. The concept has been pivotal in elevating Ruggers’ brand and offering customers a unique way to experience the iconic Iron City brand during the holidays.
This comprehensive approach to organic brand growth has helped Ruggers Pub thrive, establishing it as a true neighborhood institution while fostering deep connections with Pittsburgh’s community.
Work Completed
Brand restructuring and marketing management to transform Ruggers Pub’s online presence and local recognition.
Designed promotional materials, menu updates, and drink development for Ruggers Pub.
Launched the Good Cheer holiday pop-up bar in partnership with Pittsburgh Brewing Co., handling concept creation, event execution, and promotional campaigns.
Implemented SEO strategies, reporting systems, and operational improvements for streamlined business functions.
Developed community-focused events and public relations strategies to strengthen customer loyalty and brand reputation.
Managed social media growth, increasing Instagram followers from under 1,000 to nearly 3,500.
Created original branding and designs for promotional campaigns and the Good Cheer bar.
Optimized Google Business presence, securing multiple 5-star reviews.
Drove sales growth, doubling weekly revenue from $7.5K to $15.5K.
“Sara Ruth has been working hand-in-hand with Ruggers for 9 years, and has been integral in our recent success. We started our partnership with no website, incredibly limited social media presence, and an abundance of negative local word of mouth.
Sara’s official title with us has always been Head of Marketing, and her people skills, technological expertise, creativity, and very clear passion for both her work and clients has been instrumental in righting our ship. Every consequential change we’ve made at Ruggers has had Sara involved to some degree, either heavily involved from idea conception, to providing a clear outside perspective to weird ideas we cook up in our little echo chamber.
By the numbers: our average weekly sales have increased from $7.5K to $15.5K, IG followers have increased from under 1000 to over 3100, and SEO numbers continue to set new record highs monthly. Ruggers has been featured on the news (positively!) 5 times in the past 3 years, won Pittsburgh’s Best Sports Bar and America’s Best Rugby Bar, and have hosted foreign dignitaries and cooked for world-touring bands. We have an established culture, instantly recognizable branding, and an outstanding clientele base that appreciates both.
I firmly believe a massive portion of those raises are simple “eyeballs on product” improvements, and Sara knows that world, and how to achieve those goals, more than anyone I’ve worked with. She’s worth her weight in gold, and I couldn’t be happier to call her a teammate. I’d recommend her wholeheartedly to anyone with a bar that’s better than their marketing.”
— ALEX GORDON, GENERAL MANAGER, RUGGERS PUB