A Swift Kick in the Brand
TITLE, one of the country’s most innovative fitness-based franchises, was seeking to establish some synergy with its nationwide branding efforts, while also countering the misconception that it was a fighting-based boxing club. Plan B stepped into the ring to help the brand appeal to the highly motivated fitness enthusiast by creating a unified branding message and developing a hard-hitting library of campaign assets that clearly defined what the brand was, and what it stood for.
Leveraging target consumer insights, Plan B redefined the brand’s position, giving the retail franchise a newly established look, tone, and feel. The integrated campaign strategically plays to the strengths of the clubs’ intense and exhilarating sessions. Custom photography combined with edgy messaging land a 1-2 punch in delivering the brand’s value proposition.
The fully integrated campaign, which extends to print, outdoor, direct mail, door hangers, sales collateral, radio, club graphics, and narrowcast video, was built to be customizable for a rapidly growing network of franchisees. To educate and motivate the hundreds of TITLE Franchisees, General Managers, and Trainers on the broad selection of campaign elements to pull from, Plan B orchestrated a two-day immersion event full of presentations and breakout sessions at their annual Franchisee Conference. Franchisees can now target by gender, ethnicity, and age, and marketing materials are easily personalized for each franchise location.
The campaign was a knockout hit.
The campaign was a knockout hit. TITLE has now sold over 500 clubs worldwide, with 140 now open in the US and Mexico. Inc. Magazine named TITLE the fastest growing franchise of 2015. And Plan B received a Davey Award for its TITLE Boxing work – a Silver Award in the Integrated Campaign Category. The only challenge is that there’s only one trophy, and everyone in the office is fighting over who gets to display it on their desk. It’s all very “Stanley Cup-esque.”
Don't take our word for it. See what our client had to say about Plan B.
TITLE Boxing Club
John Rotche, President of TITLE Boxing Club, touts Plan B as his “secret weapon” in the effort to promote and maintain a unified TITLE brand during a period of rapid growth – over 500 franchises and counting.
Video Case Study
Brand Development & Positioning and Fully-Integrated Marketing Campaign