TRANSFORMING THE YOUTH SPORTS EXPERIENCE
Case Study: Fuel BMC x LakePoint Sports Strategic Marketing Partnership
In an ongoing partnership spanning several years, Fuel BMC has helped develop and execute brand awareness and customer engagement initiatives for LakePoint Sports, ranging from brand design and digital marketing strategy to full campaign execution, on-campus activations, sponsorship presentations, and more.
SUMMARY
LakePoint hired Fuel BMC to serve as an extension of their team to bring additional value, leadership, and vision to their creative strategy and marketing efforts. Our objective was to help identify and execute strategic marketing tactics focused on LakePoint’s core revenue pillars and growth areas most likely to propel their business. Working closely with LakePoint’s internal team and marketing partners, Fuel BMC collaborated to help create and establish a more premium brand positioning and construct a strategic marketing plan that would define and differentiate Lakepoint as the industry's premier guest experience, ultimately contributing to significantly improved financial performance.
RESULTS DURING OUR COLLABORATIVE PARTNERSHIP
2021 Sports Facility of the Year Finalist
ROI is the measure of success for any go-to-market plan. And although ROI for marketing is often difficult to quantify directly, in this case, the impact made through collaboration between Lakepoint's marketing teams and Fuel BMC is evident in the significant growth of Lakepoint’s business between 2019 and 2022.
Fuel BMC does not claim direct responsibility for the above results as LakePoint's team and the success of their broader business strategy was a key driver, but our work on branding, go-to-market strategy, and creative assets, in collaboration with our partners at LakePoint Sports, undoubtedly helped contribute to their growth of their business.
ABOUT LAKEPOINT SPORTS
Based in the greater Atlanta area, LakePoint Sports' 1,300-acre campus serves athletes in more than 30 sports year-round. The campus features a 170,000-square-foot Champions Center with the world’s largest continuous wood floor where 12 full-court basketball games or 24 full-court volleyball games can play at once. There are also eight Major League-sized baseball fields for competitive play and the Prep Baseball Report (PBR) flagship campus, three multi-use fields, a 10-court beach volleyball pavilion, and a three-lake wakeboarding park.
THE CHALLENGE
LakePoint Sports’ brand identity needed to be defined on-campus and across all digital platforms to provide customers with a memorable end-to-end experience that lives up to its billing as a premier sports destination. They also needed high-quality marketing assets to pursue new revenue streams and partnerships that focus on the guest experience.
THE
SOLUTION
Fuel BMC worked closely in partnership with LakePoint to help formulate a plan for creative execution, centered around branding in order to provide a more dynamic, memorable guest experience. We delivered targeted marketing campaigns and creative assets to drive sales for a number of LakePoint’s revenue generators, including food and beverage, merchandise, ticketing, and livestreaming.
OUR ROLE
Fuel BMC worked cross-functionally with Lakepoint’s world-class team to understand their challenges.
Using our six-step “Business Minded Creative” process, we collaborated to integrate our creative vision with the strategic plan to help grow their business. From retail to mobile to social and sponsorships, we developed a series of digital & experiential solutions that translate Lakepoint’s brand identity across its various sports segments and offerings in more targeted ways on campus and across digital channels, creating a cohesive, exciting experience for LakePoint’s guests on campus & online.
BRAND IDENTITY
& REBRANDING
Establish guidelines for
consistency in visuals and
brand tone
SEE SAMPLES BELOW
CAMPUS BRANDING
(MULTI-VENUE)
Enhance the on-site
customer experience with
print & digital assets
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EVENT & PRODUCT
PROMOTIONS
Generate impactful
campaign assets that
generate revenue
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HYPE VIDEOS
& SIZZLE REELS
Engage and communicate
key messaging to the target
audience
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LIVE STREAMING &
ON-DEMAND
Develop campaigns to better bring in-game action to families, coaches, and scouts
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SOCIAL MEDIA & DIGITAL PROMOTIONS
Design dynamic digital templates & content for internal teams to execute
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STRATEGIC SPONSOR
PRESENTATIONS
Create a base presentation to help recruit partners that generate revenue & enhance the customer experience
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Use the arrows below to see a limited selection of creative samples...
REBRANDED IDENTITY & GUIDELINES
Taking LakePoint’s existing identity, we developed new brand standards and positioned LakePoint's look & feel to be competitive and engaging, resulting in a more consistent and premium experience for their guests and audience.
TESTIMONIAL
“Our successful collaboration with Fuel BMC on a prior enterprise business initiative emboldened our trust in them to help us address the significant opportunity at LakePoint Sports. Fuel’s expertise and support in helping the LakePoint team craft an immediate and actionable business strategy, brand positioning, and consistent marketing, branding, and messaging initiatives helped lead to significant revenue growth, cost efficiencies, improved ROI, and accelerated our ability to drive EBITDA.”
Mark M. O’Brien / President and CEO of LakePoint Sports