GoodSports
GoodSports Enterprises is a development and management company that specializes in building sporting destinations throughout the United States. Currently, the company is finalizing development of the world’s first athlete-centric hotel and sports complex.
BRIEF
After 5 years of limited success with the development and investment community, GoodSports was looking for a complete overhaul of their focus and image.
To develop a strong brand it was essential to cultivate a comprehensive plan that would allow the company to evolve from capital formation to daily operations, ultimately allowing the company to begin construction on 25 locations.
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As a first step, the company went through a comprehensive discovery phase. This included reviewing company literature, business plans, financials, and market research.
Additionally, several round table discussions were conducted with internal and external groups. It was important to gather information from both key stakeholders and future customers.
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Once the discovery process was complete a strategic plan was formulated. It was essential to develop a creative strategy that would evolve while maintaining a central identity. The creative strategy was structured in a way to give the brand a strong foundation while providing future partners and sponsors a platform that would be complimentary.
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Shortly after rebranding, the company garnered support within the investment community. The result proved to be better than expected as the company received a lending package for the first two years with subsequent rounds of additional capital available.
GoodSports success didn’t stop there. The newly rebranded company gained the attention of the worlds top hotel and sports companies.
