American Council on Exercise > Health & Exercise Study |
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The American Council on Exercise (ACE) is a highly regarded non-profit organization located in Southern California. They are a national certifying body that sets the standard for fitness trainer certification and protects all segments of society against ineffective fitness products, programs and trends through their ongoing public education, outreach and research.
Branding
ACE came to Incitrio to brand their non-profit that acts like a government institution to position them as both authentic and approachable at the same time. ACE certifies fitness trainers, a highly technical and scientific group of specialists that take fitness and health very seriously. ACE needed to be positioned as the thought leader above their competition and as accessible and personable offering the best customer service.
The solution was to build a cohesive brand with a large palette of active, approachable colors combined with a variety of technically and scientifically accurate images into their brochure and data sheets. Incitrio coordinated and art directed a two-day photo shoot with models to ensure that all imagery would strengthen the brand and communicate their new core attributes.
By developing a flexible branding system, this enabled Incitrio to roll out ACE’s new brand into a variety of marketing collateral vehicles over the next 3 years. By focusing on brand extension and family as opposed to brand duplication, Incitrio has built a flexible branding system with different images and colors that will enable ACE to grow and evolve over the years yet maintain a strong cohesive look throughout.
Marketing Collateral
Recently, ACE joined with AARP to develop a strategic relationship in which ACE’s fitness trainer membership would gain certification to uniquely serve a growing aging audience. They needed Incitrio to develop a co-branded print advertising campaign to communicate to their fitness trainer audience the benefits of their new strategic relationship as well as the numerous prospective clients it would bring to the table.
Incitrio developed a series of print ads with friendly verbiage and approachable imagery. Affectionately referred to as the "Hello" campaign, the print advertising campaign introduced millions of prospective clients to their personal trainer audience as well as communicated the direct benefits each trainer would receive as a result of participating in the program.
The end result was a highly successful advertising campaign that strengthened ACE's relationship with AARP as well as laid the foundation for more strategic partnerships.
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