Case Studies

Kirklees Active Leisure (KAL) are a dynamic, forward thinking charitable trust responsible for the management, operation and development of 10 sports centres and swimming pools in Kirklees.

Bang were commissioned to work alongside KAL's marketing team to devise a strategy to succesfully launch their fully refurbished Dewsbury site.

Inside the building, their gleaming, high-tech £1.1million refurbishment spoke for itself. However, getting new customers through the doors, and past their pre-conceived ideas about Dewsbury Sports Centre (DSC), was a big part of the challenge.

Bang's solution aimed to tackle the commercially focussed targets for the campaign head on, with detailed care and attention paid to range of public sector nuances that are involved in working with a charitable trust.

The first stage of the campaign was to reposition DSC as one of KAL's flagship centres and as a premium leisure complex.

A comprehensive re-branding exercise was then undertaken. This involved an informal brand audit of KALs existing brand elements, key messages and logos. To ensure longeivity and compatibility with other existing KAL brands, Bang developed a 'facilities' brand which will be used to tie all future developments together.

A combination of outdoor advertising, direct marketing, field marketing and sales promotional methods were used.

Customer retention targets were smashed, and early indications suggest that activity to recruit new customers is proving successful. Figures are expected in late 2006.