PROJECT SUMMARY

This project was a great learning experience for our team, we got to work with a great
company that is actively looking to improve and grow. We learned valuable skills by
helping improve an established brand in a real world situation.
Our major difficulty was getting in depth information about marketing strategies and the
results of prior marketing efforts because their marketing manager was on leave due to an
injury. We interviewed the operations manager, Shayne Russell who was very
accommodating and helpful however it was clear that his background and more focus
was not on marketing.
We interviewed The Hive North Shore while they were going through changes, they
recently opened the new location and they were redeveloping their mission, vision, and
brand mantra. This issue came as a challenge to us because we have been thought that
these were fundamental parts of brand development. Although, by analyzing Shaynes
interview answers we were able to get an idea of what the vision and mission would be if
they had one and we were able to align our recommendations accordingly. When
interviewing one of The Hives front desk employees, Gavin Johnson, it was a very
informative and interesting interview. Gavin was interested in helping us as well and he
made an effort to answer all questions even though he was busy.
Our major advantage was our team, all of our group members treated this as a real world
project and not just another assignment. We all had a genuine interest in helping the brand
develop and several members in our group are familiar with the industry and they had
great insight on how the industry works. We had clearly defined goals and each of us
worked diligently to get our parts completed with a great attention to detail. Our group
interacted well and the different skills each of us brought to the table were beneficial
when deciding how we would implement our recommendations.
Our suggestions to future students working on a similar project would be to have a
thorough understanding of the brand and make sure you like the brand you have chosen.

PROJECT SUMMARY
Executive Summary
Background
History
Brand portfolio
Brand Inventory
External Research and Analysis
Internal Assessment and Analysis
Marketing Mix
Product
Price
Place

Promotion
Brand Exploratory
Consumer Knowledge
Resonance Pyramid (Appendix J)
Competitive Analysis
Strategic Recommendations
Tactical Recommendations
Appendix A - Logos
Appendix B - Price Charts and Information
Appendix C- Place
Appendix D - Promotions
Appendix E - Industrial Analysis
Appendix F - Brand Exploratory
Appendix G - Social Media Reviews
Appendix H - Perceptual Map
Appendix I - Store Front Marketing
References

Executive Summary
The Hive is a popular brand for bouldering in Vancouver, they have experienced rapid
growth in the past three years and as a result they have not placed much importance on
marketing strategies. Due to the lack of marketing focus, The Hive North Shore has not
conducted market research for their new location. As a result, the target demographic they
interacted with on the North Shore was quite different from what they expected. This has
been a major challenge for the brand especially as they introduce new business units like
Yoga into their service offerings.
In this report we conducting a thorough brand audit for The Hive North Shore exploring
the brand itself, the business's history and overall brand, their business units, their
competition, and the industry for fitness and recreation sports centers. For this report we
focused on The Hives North Shore location rather than the Hive brand itself which has
two locations.
At the moment they do not have a permanent brand mantra or mission and vision. Based
on our interview with Shayne Russell, the operations manager for The Hive, we
discovered that the most important issue is awareness, and as a result our strategy and key
implementations have centered on increasing awareness and driving new traffic to the
Hive North Shore.
Based in our research we found several key areas that require improvements like the
consistency of pricing, brand names, logos, colors, and also how the business advertises
and displays their brand name at their new location. Our key recommendations were that
the company should develop a clearly defined brand mantra. They should create a brand
book that clearly defines how their brand should be displayed with exact colour
specifications which logos to use for which business unit. We also have four
recommendations that they can use to raise awareness. These recommendations are

advertising on Google Adwords where there is very little competition at the moment,
Facebook Advertising, Community Nights, and Email marketing. Another one of our key
recommendations would be to place a permanent large banner around the entrance in an
effort to increase noticeability.

Background
History
The Hive North Shore was opened on July 7th, 2015 and it is The Hives second location
since initially starting the business in February 2012 by the owner Andrew Coffey. The
business initially experienced rapid growth with little to no marketing and after a few
years in one location they decided that it was time to expand. They wanted to get into the
North Shore market and they found an opportunity to lease out the perfect location. They
quickly accepted the lease and started building their fitness center in a large 20,000
square foot location in a newly developed and growing area on the North Shore. Due to
the massive amount of space they had available, they took on the opportunity to open a
yoga studio which they believed would improve the client's experience and allow them to
offer a full ecosystem of fitness products.

Brand portfolio
The Hive North Shore has two services that they brand differently, a bouldering center
and a yoga studio. Both are in the 20,000 square foot facility and they are both designed
and branded as a world class facility which they built with brand affiliates like Arcteryx
and Prana Yoga.

Brand Inventory
When assessing the brand of The Hive North Shore we noticed some inconsistencies
throughout the website. They have several different logos for their different locations and
business units. The Hive North Shore logo is different in regards to having the extra text
(Appendix A Image 1), The Hive Bouldering Logo has an image of a climber attached to
it (Appendix A Image 2) and The Hive Yoga Logo has different text and imaging in the
logo (Appendix A Image 3). Additionally the green and blue pantone's of the logo were
not consistent across all social media pages.

External Research and Analysis

The Industry that The Hive North Shore competes in is the Fitness and Recreational
Sports Centres; services offered by this industry include health clubs, active physical
conditioning, and recreation sports providers (StatsCan, 2015). The specific market
within this industry that The Hive North Shore operates in is Indoor Recreation and
fitness within the the geographic region of North Vancouver, including both the district
and the city, and North Burnaby.

Current trends in the market show a general growth in both revenue and users (StatsCan,
2015). There is currently an increase in youth participation in the marketplace with a
significant portion of spending for this group. Prior to 2010 there was a decrease of youth
in the area of sport, increased emphasis on healthy lifestyle has curbed this, leading to the
increase that is visible (Department of Canadian Heritage, 2010). There has been an
increase in females throughout the fitness and recreation sector, the female market was
previously underutilized (Little, 2002). The entire industry is growing as a result of
higher emphasis and value of fitness and health throughout the marketplace, along with
higher levels of disposable income with the younger generations.
Hive competes in a geographic region of North Vancouver, both the city and district, with
an emphasis on moving into North Burnaby. The new construction of higher guard rails
on the Second Narrows Bridge has increased access to this region.
Following the economic downturn in 2008 there has been a slow increase in both the
revenue and the market growth in the industry (GMID, 2015). Families that have active
parents are more likely to have active youth.
In conclusion our research indicates that there is a growing marketing for indoor
recreational sports amongst females and youths which offers significant growth
opportunities surrounding their North Shore location.
Additional information regarding industry performance is provided in Appendix E.

Internal Assessment and Analysis

Based on our interview with Shayne Russell we learned about the Hives popularity in the
Vancouver location and how it is less known on the North Shore. We learned about the
difficulties they are having raising awareness of their brand and the unexpected
challenges they are facing with their new location. Shayne mentioned that it might be due
to the fact that they assumed that they would have had a stronger brand presence on the
North Shore.
Shaynes major concern was that they are not getting enough people through the doors
and if they did he felt that they have the systems in place to convert visitors into
customers. The Hive North Shore has an excellent experience and facility to offer. They
have an outstanding climbing, gym, and yoga studio yet they are struggling to get the
numbers and the level of interest that they want. Other than raising awareness of their
new location they also want to raise awareness of their new offerings like their Yoga
Studio and training center.
Shayne also felt that their business would grow if they can let their Vancouver customers
know that the Second Narrows bridge now offers a bike lane and it is very accessible and
possibly closer than their Vancouver location to some of their clients. Their new location
is accessible to clients in Burnaby and East Vancouver so they dont have to focus all of
their efforts on marketing to the North Shore.

Another major hurdle that the Hive is currently facing is that they are trying to attract a
new demographic, youth and families. The North Shore population is significantly
different to what they are used to in their Vancouver area. During the summer their youth
center was full and Shayne believes that it could have been a larger area of their gym.
Issues that came up during our onsite observation were the signage of the facility. Their
business signage was not a permanent sign, it is a printed banner (Appendix I) and they
had flags and sandwich boards that would be difficult to read as a driver passing
by(Appendix I).
After a brief interview with the front desk supervisor Gavin Johnson, it was apparent that
the Hive places importance on employee engagement and although they have grown
rapidly as a company, employees seem to be generally happy with their roles. One of the
concerns from an employee perspective would be the very different demographic on the
North Shore. According to Gavin who has worked at both locations, the demographic has
changed from ages 24-35 to a much more family orientated demographic.

Marketing Mix
Product
The Hive North Shore offers bouldering, yoga, a dynamic fitness center, youth programs,
and bouldering classes. In the facility they have also partnered with Arcteryx, and they
offer apparel sales.
The Yoga facility is marketed as an individual brand with a different logo and price
package. For this section of their business they partnered with Prana Yoga.

Price
When reviewing their pricing structure for the facility they had some fantastic
promotional pricing such as free bouldering coupons, discounted training sessions and
ladies nights. We found that the pricing for the normal climbing rates themselves were
above the market average, and we realized that could be driving some customers towards
their competition. Although, the pricing rates for the annual yoga pass is thirty percent
cheaper than competitors such as Yyoga, their monthly membership is on par at $120 a
month.
Refer to Appendix B for additional pricing materials including prices as displayed on the
Hive North Shore website and other fitness facilities.

Place
The Hive North Shore is located at 140-2270 Dollarton Hwy. North Vancouver, BC. The
complex that they are located within includes Deep Cove Brewers and Distillers,
Arcteryx Equipment Inc. Corporate Headquarters, Ethical Flooring Ltd. Jump
Gymnastics, and Kids Physio Group. These immediate neighbours offer potential for

strategic alliances, such as the ones that are currently engaged with in regards to Deep
Cove Brewers and Distillers and Arcteryx.
Refer to Appendix C for additional information regarding place.

Promotion
The current promotional practices implemented by The Hive include print materials,
sponsorship of events, charity involvement, social media, sales promotions, and print
advertisements. The print materials consist of a free drop in pass and the current materials
relate to the Yoga offerings. See appendix D for examples of current print materials.
Event sponsorship is focused at The Vancouver International Mountain Film Festival.
Climb and Conquer is a local charity rooted in the climbing community which The Hive
sponsors. Social media is utilized for both the climbing product and the yoga product on
Facebook, Twitter, and Instagram. Sales promotions include introductory rates and ladies
night specials. Print advertisements have been purchased in local guide books and
climbing magazines.
Refer to Appendix D for more information regarding promotions.

Brand Exploratory
After interviewing Shayne, he mentioned that not much research went into the new North
Shore location. It was clear after opening the location, the brand recognition was not as
prevalent as it currently is in their Vancouver location. They are attempting to replicate
the success of their Vancouver location by focusing on the association with community.
Because prior research has not been conducted that we can refer too, we accumulated 24
reviews from actual clients (Appendix G) and we scanned the data to find common terms
that the customers used to explain their experience with the brand. In the mental map
(Appendix F, Image 1), we selected all of the words that were mentioned a minimum of
three times, the highest mentioned word was climbing and it was mentioned nine times.
Based on this data, it is clear that the feeling of community is resonating with the guests
which is what the business wants, however there is no mention of the word Yoga which is
also what the business wants.
Based on our internal interview with the operations manager, Shayne mentioned that the
major point of difference between their business and the competition is definitely an open
community that welcomes outsiders. They create this difference by keeping a clean and
organized environment and creating options for non-climbers to use the facility and try
out the sport, while other climbing centers are generally dirty and cater to the clich
climbers who dont care about clean climbing environments. The businesses major point
of parity with their competition is community. YYoga uses a similar strategy to obtain
new clients and grow within an area. The core brand associations (Appendix F, Image 2)
for the North Shore location are community, yoga, climbing, friendly, and fitness.

Consumer Knowledge
There is a clear lack of consumer knowledge in the local area surrounding the North
Shore facility however they are quickly growing this through effective digital marketing
on their social media and a major focus on building community ties through hosting
events, fundraisers, and public relations. The company's Facebook page has more likes
and reviews compared to their major North Shore competitors in climbing and in yoga
and they have stellar reviews averaging 4.8 out of 5 on Facebook
(facebook.com/hivenorthshore). Their Vancouver location is also one of the most popular
pages (facebook.com/hivebouldering)for a fitness center online in the Vancouver area
which gives them additional brand recognition and brand credibility.
After conducting a qualitative survey with a small sample size, we realized that the brand
recognition amongst residents on the North Shore is still rather low (Appendix to results).
Not one person thought that the brand name associated with climbing or yoga or fitness
in general. The group was given the brand name, and the logo and they were asked if they
recognized the brand and to assume what the business does. The answers varied, some
thought that it was an event center similar to the Commodore Ballroom or a Beekeeping
business. After learning about what the business does, several respondents later agreed
that The Hive is a great name for an ecosystem but it is difficult to associate it with
climbing/yoga/fitness and the clarity of the product isnt obvious when comparing it to
competitors like The Edge Climbing, YYoga, or Fitness World. Because these results are
based on a very small sample size they are not conclusive but they do offer insight on
why the brand is having issues with brand awareness. Their Vancouver location is called
The Hive Bouldering Gym which is more effective because it states what the business
does.

Resonance Pyramid (Appendix J)

The Hive North Shore is still fairly new and currently has low brand awareness in the
local area. Based on the reviews we read online on the company's Facebook page we
developed a resonance pyramid.
Salience: Low awareness.
The brand name is not recognized on the North Shore compared to other climbing gyms
or Yoga studios.
Performance: Loved.
The reviews for the Hives North Shore location are amazing. Based on the data we
derived from the customer reviews, the customers love the service and products that are
offered by The Hive.
Imagery: Community.
The images that The Hive North Shore display on their marketing material and website
are all very colourful, and safe for all ages. There is a consistent design style and
consistent hive shapes on a majority of their marketing material.
Judgement: Comfortable
This is a second home to many and the vibe the facility offers is community, and
comfort.
Feelings: Empowering and Connected

They offer physically challenging activities in a community environment.

Resonance: The Place to Get Fit
Customers appreciate the care for detail and comfort that is provided making them feel
like theyre in a second home which reflects on loyalty and a high number of referrals.

Competitive Analysis
The Hive North Shore is a fitness ecosystem offering climbing, yoga, and a dynamic
strength training area. Because of their diverse product line, they compete with several
businesses on the North Shore including YYoga, The Edge Climbing, Fitness World, and
several smaller yoga studios.
YYoga is a national brand for yoga, they have 2 locations on the North Shore and they
focus their marketing efforts on building community ties within their local areas. Their
month to month pass is priced identically to The Hive North Shores yoga pass. YYoga
offers greater flexibility with time, locations, and diversity of classes due to its larger
physical footprint.
The Edge Climbing started in 1998 and is focused solely on climbing. Their rates are
cheaper than The Hives and their overall brand image is not well maintained. Their
website is not responsive, does not meet the best practices for web design, and their
audience are dedicated climbers who couldnt care less about their brand image.

Strategic Recommendations
In order for The Hive to be more effective it is a good idea for them to develop a brand
mantra by focusing on defined goals and objectives. Also, they need to conduct more in
depth market research to gain insights and better target their marketing efforts, this will
assist them in better targeting their desired consumers, as we see that they have good
promotions but they are not reaching the intended market. Another recommendation we
had was in regards to assimilating their brand name and logo, this way it is consistent for
both of their current facilities, to achieve this they need to remove the North Shore part of
their brand name and replace it with fitness and or climbing across all copy on all media.
One of the last issues we noticed was the fact that the physical location of The Hive was
not visible to a potential consumer passing the vicinity. This could be fixed by placing
larger banners around the outside of the facility, thereby increasing visibility and notice
of the brand in the North Vancouver Location.
For more information on the brand perception please see Appendix H.

Tactical Recommendations
The major goals of The Hive North Shore is to raise their brand awareness in the
geographic area surrounding their new facility. Based on our research and analysis of
their brand equity we believe that these are the top 4 tactics they should use to achieve
their marketing goals and grow their business.
1. Digital Advertising

At the moment none of their local customers are paying for advertising through Google
Adwords which is one of the most effective ways to be found online. Because there is so
little competition in this geographic area for their services they can drive traffic to their
website at a very reasonable rate. We have compiled a table of keywords that would drive
targeted traffic to the clients website with the cost per click and the average traffic.
Another digital advertising platform that we would suggest using would be Facebook
Advertising because it is dynamic in its ability to directly target specific consumers on
specific interests like climbing, yoga, and fitness. This method of advertising will
increase brand awareness to the target market but also increase the number of followers
on their social media platforms. One effective strategy would be to advertise to people
who are following their current competitors and living within 5 to 10 km from their North
Shore facility. These clients are already interested in their product and maybe living
closer to the Hive than to the competitors.
2. E-mail Campaigns and Referral Programs
Every guest that goes into the facility is required to sign a waiver which allows the
business to capture every guests name and contact information. This allows The Hive to
grow their email database rapidly with clients who are more likely to revisit because they
already know where the location is and what the business is about. Using e-mail
marketing can be very effective and have a very low cost. We would suggest creating a
regular monthly newsletter with promotions and news but also a drip Email system that
will contact their clients when it is close to the end of their annual pass, Email visitors
the day after they visit for an event, and e-mail current clients to refer a friend. The most
effective way to do this is to design several templates for each specific goal and use A/B
testing to find out which design, style, and copy converts the most users into clients.
Services like Mailchimp and Constant Contact offer all of these options.
3. Brand Name Adjustments
After conducting a survey about the brand name with a small sample size we learned that
several people who live on the North Shore do not know what The Hive North Shore
does. The Hives Vancouver location is called The Hive Bouldering Gym which makes it
much easier to figure out what the business does. We believe that their sandwich boards,
flags, and advertising will become much more effective if they keep the same business
name as their Vancouver location or possibly change it to The Hive Fitness Center or The
Hive Sportsplex - essentially change it to name that allows a viewer to easily distinguish
what the business does within one glance.
4. Community Nights
We would suggest that The Hive North Shore looks at their attendance analytics and
figures out which day of the month generally has the least attendance. For example, the
2nd Thursday of each month may be the least busy day for the facility so on that specific
day each month they can do free community nights where anybody is welcome. We

believe that this will help raise awareness of their brand, the beautify of its facility, and
generate buzz in the community. To amplify the return on investment for this specific
strategy they can allow people to come and use the facility for free under the condition
that they check in on facebook, like the page, and obviously sign a waiver which allows
for future marketing communications. This strategy would cost the least amount of
money and produce immediate and effective results when it comes to raising brand
awareness.
We believe that these 4 tactics will raise the awareness of the brand and dramatically
increase sales.

Appendix A - Logos
The images within this appendix have been pulled from the websites of Hive Vancouver,
Hive North Shore and Hive Yoga. Additional logos were pulled from the social media
pages to reflect alterations and branding consistencies.

Appendix A Image 1: The Hive Vancouver Logo

Appendix A Image 2: The Hive North Shore Logo

Appendix A Image 3: The Hive Yoga Logo

Appendix A Image 4: The Hive Vancouver Social Media Logo

Appendix A Image 5: The Hive North Shore Social Media Logo

Appendix A Image 6: The Hive Yoga Social Media Logo

The Panotone information used for The Hives branding materials are 375C and 7474 C
for the green and the blue respectively.

Appendix B - Price Charts and Information

The pricing tables below have been pulled directly from the Hive North Shore website to
display the mixed levels of pricing that are dependant on the term of use and the age of
the user.

Appendix B Figure 1

Appendix B Figure 2

Appendix B Figure 3

Appendix B Figure 4

Appendix B Figure 5
Appendix B figures 1 through 5 display the price of the products and services offered by
The Hive North Shore.

Appendix B Figure 6

The above table displays the pricing information from climbing gyms in the Lower
Mainland. These include The Hive Vancouver, The Hive North Shore, Cliffhanger, Edge
and Base5.

Appendix B Figure 7
The above table displays the pricing information for yoga and fitness facilities located on
the North Shore. These facilities include The Hive North Shore, YYoga, Distrikt, Steve
Nash Fitness and Trevor Linden Fitness.

Appendix C- Place

Appendix C Figure 1
The above map displays the location of The Hive North Shore. The physical address of
the location is 140-2270 Dollarton Hwy. North Vancouver, BC.

Appendix D - Promotions

Appendix D Image 1.
Front of promotional card for free drop in climb

Appendix D Image 2.
Back of promotional card for free drop in climb

Appendix D Image 3.
Front of promotional materials for yoga prodcut. Found at reception area. Image displays
use of yoga facilities at The Hive North Shore location.

Appendix D Image 4.
Back of promotional materials for yoga prodcut. Found at reception area. There is an
error in the phone number for the facility as seen with a correction in black pen. Image
displays use of yoga facilities at The Hive North Shore location.

Appendix D Image 5.
The above image is an example of a advertisement placed in a popular climbing
magazine.

Appendix E - Industrial Analysis

The industry that The Hive Operates in is the Fitness and Recreational Sports Centre
(71394). The following information is provided by Statistics Canada and outlines the
industry.

Appendix E Figure 1
The above table outline the revenue, expenses, and profit margin of the Fitness and
Recreational Sports Centre industry.

Appendix E Figure 2
The above figure displays the profitability fluctuations of the industry between 2009 and
2015.

Appendix E Figure 2
The above figure displays the profitability changes of the industry between 2009 and
2015.

Appendix E Figure 2
The above figure displays the profit growth of the sporting and recreational services, one
item to note is that it is reflective of the general market.

Appendix E Figure 2
The above figure displays the median household income and the income thresholds for
each of the different municipalities in the region.

Appendix F - Brand Exploratory

Appendix G - Social Media Reviews

The following reviews have been pulled from the Hive North Shores public Facebook
page.

Appendix H - Perceptual Map

Appendix H Image 1
The above image is a perceptual map displaying the offerings of The Hive North Shore
and its competition in the fitness and yoga market. The horizontal axis displays
engagement levels associated with the facilities and products offered by each business.

The vertical axis displays the variety of services that each business offers. The size of the
circles associated with each business represent brand recognition with a larger circle
being more recognized than the smaller.

Appendix I - Store Front Marketing

Appendix I Image 1
The above image is of the banner that is displayed outside The Hive North Shore.

Appendix I Image 2
The above image is of the climbing side of the sandwich board sign placed along
Dollarton Highway.

Appendix I Image 3
The above image displays The Hive Yoga side of the sandwich board. The placement of
this board is along Dollarton Highway.

Appendix I Image 4
The above image is the flag that is posted outside The Hive North Shore.

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