This document provides an overview of Club Fit's marketing team and branding strategy. It introduces the 7-person marketing team, led by Director Jacquie Giannico. It details Club Fit's 2011 rebranding, including adopting the new tagline "A world apart from fitness as usual" and logo within a bubble. The rebranding aimed to position Club Fit as a welcoming, relaxed environment where people can work out, unwind, socialize and indulge. It also outlines Club Fit's primary/secondary colors and touchstone statement about inspiring members.

1. Marketing 2014
Taking you to the next level…

2. What is Marketing?
By definition Marketing:
• Is the means by which an organization
communicates to, connects with, and
engages its target audience to convey
the value of and ultimately sell its
products and services.

3. What is Marketing?
By definition Marketing:
• Is how you tell your story to attract
customers and employees and anyone
else your company does business with.
• It is the script that helps users decide if
they’ll welcome you into their lives as a
staple, nice to have or necessary
annoyance.

4. What is Marketing
By definition Marketing:
• Is the umbrella term covering Research,
Branding, Public Relations, Advertising,
Promotions and Loyalty.
• It’s first impression, last impression and
everything in between.

5. Who makes up our
Membership base?
Who do you think our demographic is?

6. Jefferson Valley:
Membership Base
30.60%
18.80%
13.60%
11.20%
9.18%
Jefferson Valley
Individual
Membership
Senior 1 Player
Family 3 Player
Under 29
Senior 2 Player

7. Jefferson Valley
52.10%
47.90%
Membership
Women
Men
Females VS Males

8. Where do they come
from?
In Jefferson Valley, our membership base
come from the following towns:
30.58%
16.45%
10.91%
10.12%
8.85%
Location?
Yorktown
Mahopac
Putnam Valley
Cortlandt Manor
Mohegan Lake

9. Briarcliff
Membership Base
30.61%
19.96%
13.18%
10.80%
9.36%
8.80% Individual
Membership
Senior Player 1
Family 3 Player
Senior Player 2
Couple 2 Player
Under 29

10. Where do they come
from?
In Briarcliff, our membership base come
from the following towns:
22.45%
19.92%
18.80%
8.09%
4.49%
Towns
Briarcliff Manor
Chappaqua
Ossining
Pleasantville
Croton On Hudson

11. Membership Base
47%
53%
Membership Female vs Male
Female
Male

12. Our oldest member in JV is 94 years young!
The largest age group is 49.
Our oldest member in Briarcliff is 94 years
young! The largest age group is 53.

13. Your Marketing Team
• Club Fit employs a team of 7 players that make up
your Marketing Team.
• They are:
• Jacquie Giannico – Marketing Director
• Liz Swan – Social Media Specialist
• Joanna Daniele – Office Manager
• Kristi Wagner – Graphic Designer
• Karen Ireton – Graphic Designer
• Calla Michalski – Graphic Designer
• Lisa Skelton - Copywriter

14. Your Marketing Director
• Jacquie Giannico
• Started her career at Club Fit 4 years ago,
after a successful career in the cosmetic
industry for many years. Graduated with a
Marketing degree from Iona College with a
concentration in Advertising and Public
Relations.

15. Club Fit Re-Branded
Went through our re-branding in 2011.
Old Tag Line “More than just a gym”.
Old logo:
New Tag Line “A world apart from fitness as usual”.
New Logo:

16. Club Fit Re-Branding
Our Club Fit logo:
Is distinctive, strong and simple.
Is a fundamental building block of our visual
system.
Has been specially drawn to be proprietary
to Club Fit.
Our logo should not be altered in any way.

17. Club Fit Re-Branded
• Club Fit logo is carefully encapsulated in a
bubble.
• It can be perceived as the center of one’s
world, one’s life, one’s sport, one’s well-
being.
• Frequently use “Fit Molecules” and
connect our “Message Bubbles” to tell our
story.

18. Touchstone Statement
Club Fit inspires our members to get more out of every day.
It’s a place to work out and a place to unwind.
It’s a place to play your favorite sports and a place to take charge of
your health & well-being.
It’s a place for kids of all ages and people of all levels. It’s a place to
meet friends, socialize and indulge a little. With so much you and your
family can do here,
it’s a world apart from fitness as usual.
And it’s all right here, in a refreshingly relaxed, welcoming environment.
From the moment you come in the door, our people know you by name,
and our exceptional trainers and staff are always here to help.
There’s a Club Fit for everyone. What’s yours?

19. “Fit Molecules”
What’s Your Club Fit?

20. Club Fit Re-Branded
• Our vibrant and varied color palette is a very
important element to the Visual System and
our visual expression in all of our media on
and offline.
• Our primary colors are Club Fit Blue, Club Fit
Light Blue, Club Fit Yellow and Club Fit Dark
Grey.
• Our secondary colors are red, magenta,
green, gold, light grey and black.

21. www.clubfit.com
Club Fit Website
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