St. Vincent Sports Performance
As the first hospital-based sports performance program in the United States, St. Vincent Sports Performance (SVSP) knew it needed to create brand awareness. Cutting through the clutter to increase local, regional and national brand visibility was a priority.
Using brand-specific, highly targeted performance and health messages, CHARGE, positioned SVSP’s highly trained staff to be recognized as experts in their respective fields, along with the athletes they trained, through pitched media opportunities.
CHARGE’s media pitching generates an annual average of one billion media impressions and more than $1 million in publicity value each year for SVSP. CHARGE’s media pitching leads to national placement in outlets such as USA Today, The New York Times, ESPN, Fox Sports 1, SB Nation and The Rich Eisen Show, along with local television stations and newspapers across the country. SVSP continues to raise its profile and create a competitive advantage for the St. Vincent Health network through these efforts.
With $6 billion in annual sales, the performance brand segment of the auto industry was dominated by marques like BMW’s “M Power,” Ford’s “Ford Performance” and Chrysler’s “SRT.” Our client, Honda, wanted to capitalize on the performance brand trend to earn a piece of this growing market segment.
CHARGE was asked to join Honda’s North American internal team to develop a strategy and plan to enter the performance brand segment. Providing brand marketing insight, customer and market research and consulting support, CHARGE’s team facilitated the development a new performance brand, Honda Performance Development (HPD), the racing technology division.
By defining a new performance brand and creating a grassroots brand positioning strategy, the result led to Honda generating millions of dollars in new revenue streams, while also creating new customer leads for Honda, HPD e-marketing and dealer sales efforts.