Field House approached us with a few problems: they had started so quickly, grown so fast, and added so many offerings that they never fully developed their core identity. For example, they offered after-school programs, guided personal training, facility rentals for private events, athletic camps for specific sports with coaches, batting cage rentals, summer sports camps, big seasonal events, and mentoring support for athletes who need help navigating the world of college athletics. The one thing that was consistent throughout their business: their heart. Ty and Keisha love helping young people reach beyond their present circumstances and prepare for a brighter tomorrow. They were both college athletes, and Ty played football for the New England Patriots. Sports is the vehicle they use to make an impact. We loved this part of their business and wanted the message to land. Their facility sits on the outskirts of town, and they didn’t have much visibility. Their existing pricing structure was complicated. They were having difficulty keeping their three initiatives distinct, but operating under one business umbrella. We needed to make it much easier for a customer to know what the facility offers and how they could buy into what Field House is doing every single day.
Fidelis would help them discover their core mission, chisel away what distracted from their message and help polish their presentation in the local market. They would have to get noticed a few miles south of town, and the community needed to know what they offer — we proposed they break their message into three components:
PLAY. TRAIN. PREP.
A customer could easily purchase a membership from Field House (one of three packages) based on how they wanted to access their state of the art facility. From there, customers could find an easy route into a sports-centric community of families. Ty and Keisha build community quickly because of their warmth, so we knew their patrons would easily find a home within those walls once they had a few good experiences at the Field House.
We always start by running a brand discovery workshop — we get on the same page and make sure we ‘faithfully’ represent our clients to their market. We created a ‘master brand concept’ that each of their unique offerings could operate within and not veer off into uncharted territory (message drift was a big concern). Visual assets followed, then a website, and several media days to build hype videos, experience explainers, and still shots for any number of applications.
Ty and Keisha are off to the races! They’ve brought on personnel who understand their vision, love to see young athletes develop, and build a sports community. We hear good things: you should check them out on their WEBSITE.