Creating A Brand

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  • 1. Branding
    Colleen Bixler
    Merritt Athletic Clubs
    Marketing Communications Manager
  • 2. Positioning Statement
    With over 27,000 members, more than 800 employees, swimming pools, squash, tennis, racquetball, more than 300 group exercise classes each week, 10 convenient locations, and over 30 years in the health and fitness industry, Merritt Athletic Clubs is the most complete fitness organization in Maryland.
    Positioning Statement
  • 3. The components of thedesigns that make up the Merritt brand.
    Advertising
    Brand
    The Merritt logo appears in a white outlined ball
    The “wave and swish” design is an integrated part of the Merritt brand look.
    Merritt colors of red, yellow and blue dominate our brand image.
    Locations address block conveys the convenience of multiple locations near where you live and work
    Merritt’s USP: Results Guarantee is on all advertising.
  • 4. A combination of print and online advertising serves to give the Merritt brand identify top-of-mind awareness
    Sample Advertising
  • 5. Outdoor Signage continually serves as a strong referral point for prospects.
    Outdoor
    Advertising
    Outdoor advertising including building marquees, monthly building banners, stake signs and three strategically placed billboards.
  • 6. Members are always thebest source for leads
    Member Referral Campaigns
  • 7. Prospecting with purchased lists and an internal database.
    Prospecting
    Prospecting using Direct Mail and by supplying thesales team with a branded marketing tool kit for Guerilla Marketing, including door hangers, tent cards, lead boxes, post-it notes and carbon passes.
  • 8. Merritt’s Brand Penetration in Viral Marketing
    Viral Marketing
    The Viral Brand presence includes theclub website, a propretary social network site, Facebook, Twitter and MySpace in addition to online advertising and Google analytics.
  • 9. Use traditional media and signage to drive traffic to the online brand presence.
    Traditional Support of Viral Media
  • 10. Programs
    Branding
    Branding all elements of marketing, including all members programs serves to solidify the complete Merritt brand package and convey the consistent quality of the Merritt brand across club locations.
  • 11. Marketing diverse member program offerings under one brand identity.
    Programs Marketing
  • 12. Member Success Stories
    Member testimonials are a key component to marketing success. Displaying testimonials in every club for members and prospects to see is highly effective. Used in club advertising and website as well, testimonials create credibility.