Corporate Branding

Challenge

Kevin Touhey was a star basketball player in college, Hall of Fame college basketball coach, best-selling author of the book, The Miracle of Optimism, and is now an inspirational workshop facilitator, public speaker and life coach. By all accounts, he is the image of success. But it didn’t start that way. He grew up in poverty along with nine brothers and sisters and his life story is one of survival, determination and triumph over seemingly insurmountable odds.

For the past 15 years, Kevin has served as an inspirational Life Coach, conducting workshops and individual coaching sessions for professionals -- teachers, administrators, athletic department staff and business leaders - as well as high school and college students.

As the owner of Elite Performance Systems, Kevin has built a solid reputation as a motivational expert. However, his status and wealth of experience was not being adequately reflected on his website or through his promotional literature. His image needed to reflect his capabilities and expertise. So he turned to the experts at 3DA to market his services.

Process

Kevin was already a well respected athlete and an admired public speaker. Through extensive brainstorming, 3DA put themselves in the shoes of potential clients and identified the key elements that would help them convey Kevin’s experience and expertise,
to online visitors. He needed a strong positioning statement and a message that implied trust, confidence and reliability.

3DA needed to create a corporate portal that would reflect Kevin’s strengths and allow viewers to connect with him on a personal level first. To jumpstart the process, the 3DA team began analysing the entire Kevin Touhey package. They examined every aspect of Kevin’s online presence. To help identify the Elite Performance Systems brand, they created a unique logo which reflected Kevin’s core values and his positioning statement--self improvement though personal growth. Realizing that hiring a life coach is a decision that individuals and companies do not take lightly, 3DA did their research to ensure that visitors to Kevin’s site would have the opportunity to read about Kevin, watch a promotional video and listen to him via an audio clip from his radio show.

Everything from his corporate colours, to web page design was analysed and then perfected in order to market Kevin’s services in the most professional manner. 3DA created individual sections of the site through which visitors can navigate to learn more about Kevin’s story, his Services, Coaching Programs, Workshops and Upcoming Events. There’s a Press Room for media information and Success Stories section featuring comments and positive feedback from corporate leaders and workshop attendees. Banners were designed to promote his CDs and book, and upcoming speaking engagements, television and radio spots are also featured, encouraging viewers to learn more about him.

Potential clients can request a quote, check the calendar or simply browse through the various products and services offered. In addition to website content, Kevin’s promotional materials, manuals and DVD cases were also redesigned by 3DA to reflect his bold new image.

Results

The Perfect Package

As a result of the branding of Elite Performance Systems, Kevin’s popularity soared and he was hired by a prominent U.S. motivational speaking company that arranges speaking engagements for businesses around the globe. Kevin is consistently in demand and while he is busy speaking at his workshops, he can be confident that his website is busy speaking volumes about his abilities.