The DOUVRIS karate family is one of the largest and most successful locally owned karate schools in the Ottawa-Gatineau region. Its founders were looking for continued growth in the face of an increasingly competitive fitness marketplace. The school wanted a better understanding of where to focus its marketing investments to meet its goals.
DOUVRIS had been doing much of its marketing well and according to best practices, but to compete in a changing landscape and support franchise growth, a stronger brand foundation, guidelines, and standardized messaging was needed. To address discrepancies in branding and presentation across the various schools, and to clearly articulate DOUVRIS’s strengths, “fit”, and advantages, we conducted our strategic Essential Story process. This included both online and in-dojo research.
Based on our findings, we developed a messaging and differentiation platform, new tagline, boldly refreshed logo and visual identity. Our work respected – and in fact better highlighted – the well-established school’s recognized identity and strengths while updating it with greater power and presence. This platform – including the enterprise’s first Brandbook and messaging map – enabled the school to move forward with greater confidence and consistency in its marketing across the region. We continued to support DOUVRIS through roll-out in a new website, marketing collateral, signage, advertising, and more.