To position Sport Manitoba as the leader of sport and active living in Manitoba and build recognition and connection with Manitobans.
To do this, our strategy needed to:
To build a cohesive messaging for the brand, we needed a theme. Sport Manitoba’s best marketing strategy was to own the “Manitoba sport experience” and the way to do this was through brand.
Develop an intuitive brand architecture for Sport Manitoba and its properties to ensure it was meaningful to their audiences
Sport Manitoba is a large organization with a complex network of relationships. Simplification is desirable when it makes sense, however, simplification alone wouldn’t lead to greater understanding of how Sport Manitoba operates. We needed to develop an architecture system that both simplified and scaled in order to address both existing and future needs. This meant addressing naming and sponsor obstacles.
The Sport for Life, Qualico Training Centre & Sport Manitoba
It was clear that the current facility and structure naming has created both perceptual and organizational obstacles. Internal stakeholders are unsure of how to refer to themselves and external stakeholders struggle to orientate and understand the complexity of overlapping functions.
Create a visual identity and brand messaging systems that express relevance and vitality to support the changing mandate of Sport Manitoba
With an expanding mandate and a prescient need to bring cohesion to a fragmented organization, it was important that Sport Manitoba use visual communication to its fullest advantage to support its strategic goals.
A visual identity system would help create a consistent brand experience across the organization and help communicate its size, scale and reach. A properly executed identity will act as a signal across stakeholder groups by clarifying distinct but connected entities.
Create an understanding at an organizational level
Before going to market with the new brand or investing in any major awareness initiatives, we need to ensure all Sport Manitoba stakeholders understand the brand and are dedicated to living it. Any brand activation needs to start with the people charged with creating a consistent brand experience: your stakeholders.
Starting at the highest level of the organization, knowledge of the brand should be implemented in phases to ensure that each management level is fully engaged before moving on to the next level in the organization.
Stakeholders should be given the tools to communicate the brand to other stakeholders as well as people and partners outside the organization. This is where brand guidelines and training are effective.
Exploit every opportunity for visibility
In the absence of strong brand awareness, it’s critical that Sport Manitoba leverages all opportunities to increase brand visibility through Manitoba.
Recognition alone increases the number of opportunities external audiences have to build a relationship with Sport Manitoba and see them as the leaders of Sport within the province. These opportunities include, but aren’t limited to: campaigning, signage, sponsorship and infrastructure way-finding.