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Every young person’s life can be transformed by PE and sport – whatever their age or ability.

We can do this by working in partnership with schools, sponsors, government, sporting organisations

and most importantly – young people.


Baroness Sue Campbell CBE, Chair, Youth Sport Trust


We are incredibly grateful for GMR’s support in the next stage of the life of our charity. Through their considerable expertise, creative instincts and understanding of marketing techniques, they enabled us to take a step back from our day to day delivery, and really concentrate our minds on the best ways to engage our audiences.


Phil Chamberlain, Director of External Relations, Youth Sport Trust


The Youth Sport Trust is an independent UK charity devoted to changing young people’s lives through sport. Established in 1994 by Sir John Beckwith and Duncan Goodhew, working in partnership with schools, they are passionate about helping all young people achieve their full potential in life by developing high quality physical education (PE) and sport opportunities.

As part of a three-year plan to develop and sustain Youth Sport Trust Membership to support the delivery of their organisational strategic plan, we helped develop over 6 months a 360 marketing and brand evolution strategy that we presented to the YST board in 2015 for activation in 2016

The first phase was a full brand and business audit, target audience analysis, personas, a full review of YST brand and messaging and a full review of YST membership product.

What was immediately apparent was that the YST had over complicated its core message and offerings and assumed that their core audience understood everything and was motivated to act.

The second phase was to develop a full go to market strategy covering messaging for the core YST audiences, activation ideas for each persona. The third and final stage was to enable the organization to implement everything we had collaborated as effectively as possible in terms of cost per generation of new memberships.

Role and responsibilities: Personas, Marketing Strategy, Integrated Campaign Concept and Copywriting.

GMR Marketing 2015

02 - YST Project
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