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Branding, marketing and internal communications
1610 Leisure brand, vision, values, employee engagement and marketing campaign
We created an exciting new brand involving all employees and facilitated the creation of new values which we brought alive internally and externally
Client snapshot
Somerset Leisure Trust is a new commercial entity delivering leisure services to help people stay active. They manage 14 leisure centres, outdoor activities and sports learning. To compete against private health clubs and raise awareness of their services, the Trust needed a new name, brand, website, signage, marketing communications and real employee engagement and involvement.
The brief
To involve all employees in the creation of a new name, brand, design style and values to create an exceptional customer experience. Then to successfully introduce the new brand with full involvement, excitement and buy-in from employees. The brief also included rolling out the brand across new literature, website, leisure centre signage and a marketing campaign including bus advertising.
How we tackled it
We carried out leadership workshops, employee workshops and focus groups to create a realistic and tangible vision and set of values in a conversational style. We then designed employee communications and developed ideas to bring the brand values alive and engage employees. All design communications were rolled out across internal communications, uniforms, building interior design, marketing communications and brand launch communications.
The outcome
As a result of the journey we've taken together, 1610 is buzzing with excitment.
The rebrand has resulted in a 46% increase in memberships, 104% increase in class attendance and 125% increase in website visits.
Client feedback about staff engagement
"Throughout the process Synergy helped engage staff within the organisation at all levels - which in the end really helped to create excitement within staf for this big change.
By involving staff throughout the rebrand process, acceptance of such a big change has been extremely positive and there has been a real willingness to buy into the new brand." Head of Marketing
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