Eastern Elite Allstars
Eastern Elite Allstars was a pretty challenging client. Mostly due to their very tight timeline. Eastern Elite didn't find out until late spring that they were going to have the opportunity to open their gym. Their initial plans were to wait a year, but the opportunity came up and they couldn't pass on it. So, that meant within a month they needed a brand identity, a website, and a marketing strategy that would allow them to gain enough girls to pay the rent.
We had to move quickly as all the gyms in the area hold registration mid May, which meant if they didn't grab the girls by then, the competition would. So, we started with the brand concept. For me it had to be something special that no one else could steal or claim they had. What kept coming up in conversation was their staff. I've been dealing with them for awhile so I know what's REALLY unique about the programs they've built is the family atmosphere and bonds build with their cheerleaders. From that came the concept of "Be a Part of Something Special...Our Cheer Family." It worked great at building the hype of the new program and stayed true to what their program was really about.
We created the brand using the colors they had in mind and came up with several logos that could be used on various items including their uniforms, shirts, jackets, stickers, banners and their website. Since they've been around for so long I decided to market the new gym by using social networking, which included an extensive email campaign, MySpace as well as a Twitter page. They had a decent database of email addresses and contacts that we could use to spread the word. We also designed and printed traditional flyers they disseminated anywhere there was an open space. One thing that we really like about Twitter and MySpace is that we can control the branding of the page, which I really saw as a differentiator between Eastern Elite and other gyms in the area. These girls pay a lot of money to join the programs and looking professional across multiple platforms makes parents and girls feel a little more comfortable about letting go of that money. This is something A LOT of their competition can't boast.
To help cater all of this marketing and see the ROI I tied the email campaigns, and their website to Google Analytics. Whenever possible we also linked the Twitter and MySpace accounts with analytics to see just how effective they were. We really got a lot of response from both of the social sites. This e-mail address is being protected from spambots. You need JavaScript enabled to view it to learn more about how we used social networking to obtain leads.