creating a brand

Branding Colleen Bixler

Merritt Athletic Clubs Marketing Communications Manager

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

Advertising

Brand

The components of the designs that make up the Merritt brand.

Locations address block conveys the convenience of multiple locations near where you live and work

Merritt’s USP: Results Guarantee is on all advertising.

The Merritt logo appears in a white outlined ball

Merritt colors of red, yellow and blue dominate our brand image.

The “wave and swish” design is an integrated part of the Merritt brand look.

Sample Advertisin

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A combination of print and online advertising serves to give the Merritt brand identify top-of-mind awareness

OutdoorAdvertisin

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Outdoor Signage continually serves as a strong referral point for prospects.

Outdoor advertising including building marquees, monthly building banners, stake signs and three strategically placed billboards.

Member Referral

Campaigns

Members are always the best source for leads

Prospecting

Prospecting with purchased lists and an internal database.

Prospecting using Direct Mail and by supplying the sales team with a branded marketing tool kit for Guerilla Marketing, including door hangers, tent cards, lead boxes, post-it notes and carbon passes.

Viral Marketing

Merritt’s Brand Penetration in Viral Marketing

The Viral Brand presence includes the club website, a propretary social network site, Facebook, Twitter and MySpace in addition to online advertising and Google analytics.

Traditional Support of Viral Media

Use traditional media and signage to drive traffic to the online brand presence.

ProgramsBranding

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.

Programs Marketing

Marketing diverse member program offerings under one brand identity.

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.