Jamestown Sports and Fitness
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The external marketing message of Jamestown Sports and Fitness is that exercise is more enjoyable and easier to commit to when it is a social activity. The message of "Get in shape together" is drawn out through images and language that furthers this idea. The internal positioning goal for the JSF staff is to see that customers achieve social results as they are pursuing their fitness goals. This also influences staff training.
Measurable results from this strategy are based on referrals brought in, customer loyalty/attrition rate, and the attendance rates of group sports activities.
Jamestown Sports and Fitness will seek to achieve these results by the end of three years (2013).
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To redirect and refocus the JSF brand around the new concept of "Get in shape together," the business requires work on the following elements:
Other branding elements, such as the company colors and typeface do not need revision as they will work with the new branding concept and provide a sense of continuity from the previous brand.
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