YWCA
YWCA Fitness on 25th
Challenge
The YWCA, our first client in Saskatoon, chose Williams Joseph because of our non-profit experience and integrated service offerings.
The YWCA Saskatoon fitness facility, Fitness on 25th, is a primary source of funding for the YWCA organization. Due to the gym’s downtown location, however, Fitness on 25th faced increased competition from other facilities in the area and needed to increase awareness, maximize its appeal and increase its membership base.
William Joseph Thinking
We needed to address the Fitness on 25th brand, which encompasses far more than just a logo. It incorporated all the touchpoints its target audience had with its organization – its staff, its location, its marketing, its product, etc.
William Joseph’s integrated marketing approach ensured consistency of messaging, tone, design and layout. It strategically ensured that all the independent pieces worked together to achieve the YWCA’s marketing and business goals.
We conducted research, which included process analysis combined with staff and member interviewing, and then developed a marketing strategy for key messaging and brand development.
This led to the new logo and colour palette and a stylized photo shoot, launching a new strategy and brand featured on exterior signage, new marketing materials, direct mailer campaigns, advertising campaigns and a refresh of the facility's interior design.
Results
William Joseph helped the YWCA Fitness on 25th update its entire marketing mix – another example of consistent branding carried out across touchpoints. This included radio ads, direct mailers, print ads, leisure guides and more. Since the rebrand, the facility has experienced a steady increase in membership.
