Fort Worth Luncheon- Using Traditional, Direct, and Digital Marketing to Create a Brand Phenomenon (Curves)

Thursday 23-Oct-08 11:30 AM to 1:00 PM CDT

Speaker: Brice Campbell, Vice President
The Dwyer Group

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Details for "Fort Worth Luncheon- Using Traditional, Direct, and Digital Marketing to Create a Brand Phenomenon (Curves)"

Using Traditional, Direct, and Digital Marketing to Create an International Brand Phenomenon

From a single club in the Rio Grande Valley, to 10,000 locations in 56 countries in a span of 14 years, Curves became the world's largest fitness franchise virtually overnight. In the process, it created an all-new paradigm for fitness and weight loss, while simultaneously redefining the boundaries of modern franchising.

From a business perspective, Curves represented a can't miss model for consumers, franchisees, and the franchisor alike. From a brand perspective, Curves connected with women in a way no product or service before it had.

Come hear the fascinating case of how this brand's unique combination of emotional and rational attributes was captured and communicated to women worldwide through a multi-modal marketing plan that built Curves into the best known name in women's fitness

Speaker Brice Campbell

Mr. Campbell joined the Dwyer Group as Vice President, Marketing in 2008, and leads all marketing efforts for the Dwyer Group's franchised concepts. He joined Dwyer from Curves International, where he was a member of the management team that in five years made Curves' the world's largest international fitness franchise. He has also led key marketing efforts for Franchisers ColorTyme and Cellular One.

Prior to moving to Waco, Mr. Campbell spent over twenty years with major advertising and publishing companies in Dallas, Houston and New York, leading the development of groundbreaking marketing programs for diverse brands including JC Penney, Continental Airlines, BMW, Ericsson, Fujitsu, Garden Ridge and Hoovers Online. He is the recipient of numerous marketing and advertising awards, including the coveted Gold Effie for Advertising Effectiveness from the American Marketing Association.

Mr. Campbell holds an MBA in Business Administration from Colorado Tech, a BS in Advertising from the University of Texas in Austin, as well as numerous academic and business certifications. He is an active member of the Direct Marketing Association, the American Marketing Association, and a CFE candidate with the International Franchise Association.

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