TRANSFORMING THE BUSINESS OF YOUTH SPORTS
Success Story: Fuel BMC x LakePoint Sports
Brand, Marketing & Revenue Growth Partnership
Through a multi-year partnership, Fuel BMC has helped LakePoint strengthen its brand, elevate the guest experience, and support revenue growth across the organization. From brand development and digital marketing to sponsorship sales materials, on-campus activations, and campaign execution, Fuel has served as an extension of the LakePoint team.
SUMMARY
LakePoint partnered with Fuel BMC as an extension of its internal team to provide strategic leadership, creative direction, and growth-focused marketing support across the organization. Together, we identified opportunities to strengthen brand positioning, enhance the guest experience, support partnership development, and drive growth across LakePoint's core revenue-generating business units.
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Working closely with LakePoint leadership, the partnerships team, and external marketing partners, Fuel contributed ideas and initiatives spanning branding, sponsorship strategy, food and beverage promotions, customer engagement, content development, and revenue generation. By aligning brand, marketing, partnership, and guest experience efforts around shared business objectives, the partnership helped position LakePoint for sustained growth while contributing to significant improvements in both revenue and operating 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 partnered with LakePoint Sports to develop a strategic creative framework designed to elevate the guest experience and support revenue growth across the campus. Through branding, marketing campaigns, content production, and targeted creative execution, Fuel helped drive awareness and sales for key business units including food and beverage, merchandise, ticketing, and livestreaming.
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Beyond consumer marketing, Fuel developed video content and sales tools that supported partnership acquisition efforts, helping LakePoint strengthen sponsor relationships and generate new business opportunities across the organization.
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
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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, LakePoint Sports
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