THE TEAM ............................................................... p. 3 EXECUTIVE SUMMARY ........................................ p. 4 PROBLEM ............................................................... p. 6 STRATEGY .............................................................. p. 7 PHASE ONE ........................................................... p. 9 THE FACELIFT .......................................................... p. 10 THE DIRTY WORK ................................................... p. 16 THE CONVERSATION ............................................ p. 18 THE BASE ................................................................ p. 23 PHASE TWO .......................................................... p. 27 LET THEM EAT CAKE ............................................... p. 28 USE THEIR WORDS ................................................. p. 29 INVEST IN THE FUTURE ........................................... p. 30 GET THEM TALKING ............................................... p. 31 PROMOTIONAL PERKS ........................................... p. 33 RESULTS ................................................................. p. 34 METRICS ................................................................. p. 35 CONCLUSION ....................................................... p. 37
THE TEAM
DIANA SOLOAGA
EMILY SCHOONE
CAROLINE YOUNGS
LAINEY FELSENTHALL
account executive
social media strategist
copy writer
strategic planner
REILLY MEGEE art director
WILSON WOOD
assistant account executive p. 3
EXECUTIVE SUMMARY
EXECUTIVE SUMMARY All Body Studio is a local Athens Yoga and Pilates studio that has found its roots in the trendy and well-known Bottleworks area. The minute we walked into the studio, the sense of peace, clarity, and strength was unavoidable. The instructors care and know each client and welcome new students with open arms. We wanted to help them build a presence in the Athens community to attract a range of new clients who want to regularly exercise their bodies and strengthen their minds. Despite strong competition and the potential for diverse clientele, we laid a foundation for All Body Studio to continue to grow in new business and brand awareness. PROBLEM All Body Studio faced low awareness and low regular clientele as a new studio. Additionally, the highly specialized services and unique training opportunities came at higher prices that marginalized college students, as well as negatively impacting their perception of Pilates as a viable fitness option. SOLUTION Our objectives included growing All Body Studio’s social media platforms to increa followers so that people in Athens are exposed to its’ services and upcoming events. The new visual identity gives our followers an inside look into the day-to-day happenings at the studio and emphasize the welcoming and inspirational environment. Launching this identity into increased digital and promotional presences communicates the clarity and energy behind the pilates practice. RESULTS We successfully increased brand awareness through launching and increasing a social media presence and improving the overall digital experience. Through consistent engagement on Instagram and Facebook, All Body Studio gained 8 new regular clients since December and many new class attendees who used “bring a friend” punch cards and redeemed class giveaways from the Birthday Bash event.
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ATHENS, WE HAVE A PROBLEM. Athens is home to many studios and fitness centers. But you don’t have to go inside one of them to know that Athens is active - Milledge Avenue, Price Avenue, and the inner sidewalks of campus are littered with runners and bikers 365 days a year. We want Athens to know that there’s a new pilates studio in town that advocates for their overall health in addition to a fit, toned body. With little to no social media presence, a higher-level price tag, and many competitors vying for the attention of students and residents alike, ABS had to find a gap that hadn’t yet been filled.
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STRATEGY
STRATEGY After pinpointing ABS’s initial weakness-- awareness-- we launched an in-depth revamp of the ABS brand. First, we needed to create a uniformed, eye-catching brand. We established a color scheme, theme, and font to ensure our brand would be distinct and appealing. After transferring this identity to the website and social media outlets, we were ready to show off ABS to the city of Athens. We threw an open house/one year anniversary party filled with sample classes and local food, reached out to the sororities on UGA’s campus offering prizes and free classes, and developed a marketing campaign that would show Athenians that ABS is part of the community.
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INHALE
phase one: redefining the brand
THE FACELIFT VISUAL IDENTITY In the original brand identity, we were concerned that there was a gap between the white, modern walls of the studio and archaic influences in the logo. The logo’s turquoise background, calligraphy-style font, and stock image crowded the website and promotional materials; it had too many elements that attempted to communicate the studio’s services and was essentially the only piece of the brand’s visual identity. Therefore, there was no opportunity left to include other elements about the brand, both conceptually and spatially.
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LOGO Inspired by the idea of strength in simplicity, we pared down the logo and added some new, bold colors to the original turquoise. We substituted angles for curves, lines for circles, and stock photos for images of real clients and instructors. Some photos were edited to retain the monochrome of the previous imagery, but UPDATED LOGO
executed in a cleaner and more uniform way. Our secondary visual element, the bold white latis, is a versatile addition to social and promotional materials. From business cards to class schedules, ABS now puts an energetic, fresh, and modern foot forward.
ORIGINAL LOGO p. 11
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CLASS SCHEDULES The class schedule is updated monthly, distributed frequently, and often the first interaction Athenians have with the studio. We added the same energetic brand feel to the page, and distributed them amongst the locals’ favorite spots each time it changed. p. 15
THE DIRTY WORK RESEARCH To keep up with the modern, simplistic vibes the visual branding communicates, we dug into founder Heather Lawton’s vision for her business find a position that communicates her brand just as strongly. We gathered survey and ethnographic insights to come up with something both unique and inspiring: ABS elevates wellness.
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SURVEY RESULTS WHAT IS ALL BODY STUDIO?
COMMUNITY ART RELATIONSHIPS BALANCE PHYSICAL RECOVERY YOGA CORE FITNESS PRECISION MIND
PILATES STRENGTH WELLNESS LIFESTYLE
INSIGHTS Through our survey method we gained valuable insights that were considered when interacting with our target audience of college students. According to our survey results, 67% of respondents did not want to pay for an exercise class and another 28% are only willing to pay $10-15 per class. To attract those unable or unwilling to pay $10-15 per class, community classes were established to peak interest, establish routine, and ultimately change behavior.
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THE CONVERSATION SOCIAL MEDIA ABS is your is your one-stop resource in setting and accomplishing your wellness goals. With this approach, we got the studio’s energetic brand and message out on social media and drastically increased the number of followers. We generated more social and website content, hosted social media contests, wrote informational blog posts geared towards those new to the practice, and even came up with a snapchat filter. After all, who doesn’t send a post-workout sweaty snap to all their friends?
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+1649% The aesthetic of the revamped social media platforms reflects the calm and inspirational environment of the studio itself. Clean lines, cool color tones, and dynamic photography offer a snapshot of the experience of the studio itself. p. 19
+45 PINTEREST
Pinterest is a large part of the pilates and yoga culture and we started our own boards with lifestyle, wellness, and practice tips.
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+9% FACEBOOK
+1349% TWITTER
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SNAPCHAT GEOTAG Now that snapchat has user-generated filter capabilities, ABS can easily have its own custom geofilter. We incorporated the playful geometric visuals with the name so those who include it in their snap stories will quickly gather impressions for the brand.
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THE BASE WEBSITE REVAMP A website is more than informational; it’s an immersive experience that captures the essence of the ABS brand and sets the client on a journey to experience it. We started with synchronized headshots of instructors, studio photos, and a mission statement. From there, we re-organized information, communicated the new positioning strategy in the header, wrote an adaptive athlete page and more concise class descriptions, and added the schedule and pricing structure. This particular change has increased website traffic since the class and pricing options were previously printed on a card each month. These pages receive more than 30% of the website’s traffic and is expected to increase as online registration directly from the website becomes available.
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WEBSITE REVAMP p. 24
ft.
INSTRUCTOR HEADSHOTS
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STUDIO PHOTOS We want clients and potential clients alike to get the same message about ABS and its space. Camera in hand, we infiltrated a few peaceful yoga classes to capture instructors, clients, and events. Now, the studio and instructors are just as accessible to the clients online as they are off it. p. 26
EXHALE
phase two: strategic executions
LET THEM EAT CAKE To celebrate ABS’s first year on the block, we did what anyone would do: throw a birthday bash. Local artists are an extension of the studio as their work lines the walls, so it was fitting that we invite local vendors to provide snacks and prizes to attendees. Instructors taught short versions of classes and held raffles for free ones in between. Seeing as the cake was gone and class coupons were brought back, we’d say it was a success.
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USE THEIR WORDS It’s hard to beat word-of-mouth advertising when it comes to exercise experiences. With all the choices in Athens, we need real clients with real stories advocating for the power of pilates, which is why we recommend a brand ambassador program. A brand ambassador is a regular client, excited about what yoga and/or pilates has taught them about their bodies, and wants to shout about it from the Athens rooftops. Ambassadors of any age will receive branded materials and can receive a free month of classes if they bring 5+ people to the studio each month.
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INVEST IN THE FUTURE Almost 25% of the University of Georgia’s students are involved in Greek Life. Within this close knit network, sororities are a great source for future clientele. Many of the girls have similar interests, are open to new activities, and already have close friends to with whom they attend events. It is very common for sororities to host household events such as “A Pledge Class Yoga Class” or “A [sorority’s name] Zumba Class” which ABS could certainly offer. Greek houses along Milledge Avenue are close to the studio and most already require that their members attend a weekly meeting. Members may be willing to schedule a class or two while they’re already out with their friends.
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GET THEM TALKING We also want ABS to make it’s way into the Instagram posts of Athens, so we want ABS to get a little green. Using a special moss paint, we can “paint” on the sides of brick buildings around the downtown Athens area. Messages like “love yourself” and “just breathe” will be universal enough to garner attention, but will ultimately represent a hub of pilates experts located just down the road. p. 31
Not only did ABS make their way into people’s social media feeds, but it also will make its way right in front of their faces. To grab the attention of runners and walkers, we designed small, sturdy, and sassy flags to place along The Greenway and Prince Avenue. Each set will ask the runner questions as they make their way down a sidewalk, ultimately ending on a flat that tells them to spice up their exercise routine.
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PROMOTIONAL PERKS Sometimes you’re hot, and sometimes you’re cold. Whatever you need after your workout, these branded microgel packs will help your muscles relax after a sweaty studio session and help you recover to go back for more. p. 33
FINAL STRETCH results/impact title
results
RESULTS INCREASE IN FOLLOWERS 1649% INSTAGRAM
1349% TWITTER
4500% PINTEREST
9% FACEBOOK
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RESULTS FACEBOOK METRICS Total Reach
Reactions, Comments, and Shares
WEBSITE METRICS Since the start of the redesign in November, we have seen pageviews double from the previous year. With an average of 400 visits and 1.3k pageviews each month, we have significantly increased brand visibility in the span of five months. OPEN HOUSE METRICS ABS’s first birthday brought in new and old faces; 75 members of the community came through the doors to sample local food and mini studio classes. We gave out 60 free class passes, 41% of which have already been redeemed. And, 100% of the cake was eaten, so we think it was a success.
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FINAL STRETCH Ultimately, this campaign established a position for ABS in the market and got more clients in the door. We were able to show our client the value of a brand, messaging, and identity instead of solely relying on word-of-mouth. ABS has established roots to grow and shape itself and others’ perspective on balancing the mind and body. The All Body lifestyle will not only be recognizable within the Athens fitness community, but will contribute to the body of growing and diverse culture this city has to offer.
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