1
2
table of contents meet the yogis: the team................................................................................................4 connecting community: background info................................................................6 inhale: executive summary.............................................................................................8 exhale: the challenge.....................................................................................................10 final stretch: rebranding.................................................................................................18 website & social media revamp................................................................................30 creative concepts.............................................................................................................34 events....................................................................................................................................39 reaching zen through reflection: impacts...............................................................44 3
meet the yogis MAYA JONES account executive
ASIA CASEY pr specialist
4
KRYSTAL CROSBY art director
MADISON AMBROGIO digital strategist
MARCELLA GENUT copywriter
5
6
background info 5 Points Yoga is a neighborhood studio nestled in the heart of the artsy, tree-lined community of 5 Points. Our studio is warm and inviting, with friendly and knowledgeable instructors. We pride ourselves in not only being a yoga studio, but a yoga community. We’re a place where people feel welcome, included and connected - not only to us, but to each other. 7
8
executive summary CHALLENGE
5 Points Yoga had a lack of awareness, united branding and effective marketing.
STRATEGY
Our strategy was to create a cohesive aesthetic that connected the studio vibe to the digital and marketing aspects of 5 Points Yoga.
IMPACT
Brand awareness, digital activity and impressions have increased significantly, resulting in polished and effective marketing efforts.
9
10
the challenge
Five Points Yoga’s atmosphere was not properly portrayed to those unfamiliar with the studio. The studio’s vibe was not accurately illustrated in digital media, including 5 Points Yoga’s website, social media and newsletter. Therefore, 5 Points Yoga needed a clear, cohesive brand in all digital aspects of its business, including social media, the website, logo and newsletter.
11
research insights We sent out a survey to UGA students and received 106 responses regarding 5 Points Yoga. We found that 2% of respondents thought of 5 Point Yoga when thinking of the Five Points community. From these results, we concluded that 5 Points Yoga needed greater efforts to gain awareness. We concluded the best way to reach our target audience was through marketing promotions on social media, and other digital platforms, as well as in print advertisements.
12
situation analysis STRENGTH
WEAKNESS
OPPORTUNITY
THREAT
Located in the Five Points community Personal connection with students Large email database User-friendly MindBody app Variety of classes offered Fairly new studio
Target more college students Work with businesses in 5 Points community
Ineffective marketing strategies Above average rates No media relationships Lack of a cohesive brand
Many competitors, including Shakti Yoga, Fuel Hot Yoga and M3 Yoga. Lack of awareness of 5 Points Yoga
13
creative brief
Key Fact
Proximity location of studio is easily accessible to different types of clientele (townies, students). The atmosphere is welcoming and personable.
Problem
Large competition and people are not as aware of 5 points yoga.
Communication Objective
Convey 5 Points Yoga’s atmosphere as a welcoming, fun, accepting studio on all digital platforms.
Target Audience(s):
Primary audience: 50-75 year old men, 2950 year old women who live in Five Points community and is interested in keeping an active life. Secondary audience: 23-27 year old women who live on the East side of Athens.
Support
Our studio is warm and inviting, with friendly and knowledgeable instructors.
Tone:
Warm, welcoming, calming
14
target market profile one
meet jerry
Jerry is a retired professor between the ages of 60-75. He has a doctorate degree and an annual income of $95,000 - $115,000. Jerry lives in the Five Points community and loves spending time with his family and grandchildren. Yoga helps him increase his mobility. 15
target market profile two
meet rachel
Rachel is a grad student at UGA who just recently got engaged. She loves exploring new foods to post to her food blog and lives on the eastside of Athens. Rachel is open to exploring new ways to stay fit, including yoga.
16
target market profile three
meet debra
Debra is a working mom with a master’s degree and an annual income of $45,000-$60,000. She spends her Saturdays at the park with her women’s church group speed-walking around the pond for exercise. She wants to balance her hectic life with a healthy one. She is interested in exploring yoga as a calming method of fitness. 17
REBRANDING
18
old new
logo revamp
19
wise white
#FFFFFF
gentle green
#C6E09F
serene silver
#6D6E71
#000000
backbend black
20
fonts headings in lemon tuesday SUBHEADINGS IN SHREE DEVANGARI 714 CAPS body copy in shree devangari 714 lower case
21
22
23
24
THIS IS FOR EVERYbody
25
pho tog ra phy 26
27
28
The idea behind these photos is to showcase the inviting and calming aspects of the studio while emphasizing the community found there. The photos serve to visually promote Five Points Yoga’s motto: promoting and integrating the aspects of one’s mind, body, and community.
29
website revamp
The original website lacked hierarchy, making it difficult to navigate and find important information. The website re-vamp focused on developing a clear visual hierarchy by using a one-page scrolling layout with a traveling navigation bar that allows viewers to easily find information on Five Points Yoga. Additionally, the original website was inconsistent across the multiple pages specifically the font styles used, color palette, and quality of the photos.
30
We organized a photo shoot in which studio cliental were styled by the creative team. By using a single font family, color scheme, and photos taken from the shoot, a new, modern website was developed for Five Points Yoga. In the first week the new website launched, we found an 82% increase in new user site traffic and 45% increase in site engagement, meaning the users were staying on the site longer and visiting more pages.
31
social media revamp
32
One of the main objectives in the social media revamp was to create a specific aesthetic for Five Points Yoga’s social media platforms. These platforms serve as a way for the client to interact directly with their target audience, making it imperative that their platforms double as a promotional tool. By pre-planning the posts, an aesthetic was created to showcase the studio and their core beliefs. Additionally, more interactive posts using hashtags such as #5ptslove and #5ptsposes were created to encourage followers to cvomments and like posts. In a six tweek period, we saw a 218% increase in comments as well as a 49% increase in impressions.
33
spotify playlists
In an effort to create an interactive way for clients to experience the mind, body, and community aspects of Five Points Yoga, the team created Spotify playlists for the three main types of classes offered at the studio: flow, power tand relaxation. The Mind playlist contains songs that focus on helping yogis unwind and relax during the guided meditation classes. The Body playlist was inspired by power yoga and is made up of songs designed to get yogis’ blood pumping during these high intensity classes. Lastly, the Community playlist consists of songs that are inviting as well as motivating. Flow classes focus on maintaining certain poses throughout a directed sequence and really help individuals connect their mind and body while around other members of their yoga community.
34
#downwarddawg
With UGA being a short walk down the street, we wanted to create merchandise that promoted 5 Points Yoga while also being relevant to everyone in the Athens community. Downward dawg combines a popular yoga pose with an image of UGA’s adorable, well-known mascot.
35
king of pops
We created a guerilla marketing campaign that partnered with King of Pops and 5 Points Yoga. When customers finished eating their popsicle from King of Pops, the 5 Points Yoga logo and an inspirational quote or a discount on a class would be found on the popsicle stick. This would take people by surprise and can be posted on social media to endorse King of Pops and 5 Points Yoga. 36
take a breather
Take A Breather was made to unite all of 5 Points Yoga’s customers through one thing we all do: breathe. Everyday life can get overwhelming, and we wanted to communicate a calming place to escape to and create solution to get through a hectic day. 37
namaste in...
Namaste is a popular greeting in the yoga community. We created these stickers as a way for anyone in Athens to say “namaste� in their favorite places around town.
38
CONNECTING mind body community. 39
40
iRest iRest was an hour long workshop that seeked to help people resolve their pain and suffering through a research-based relaxation and meditative practice.
41
silent headphones yoga Silent headphones yoga created an immersive yoga experience, similar to silent disco, that allowed attendees to silence the world and awaken their minds. We created graphics on social media to promote this unique event.
42
books for keeps Yoga for a Cause was a collaboration with Athens nonprofit, Book for Keeps Inc. A gentle flow yoga class was taught by Shannon with proceeds benefiting both 5 Points Yoga and Books for Keeps Inc. We created graphics and social media to highlight this event and showcase 5 Point Yoga’s passion for impacting the community. 43
44
impacts
82%
INCREASED SITE TRAFFIC AND POTENTIAL NEW CLIENTS
50%
OF USERS NOW ACCESS THE WEBSITE THROUGH MOBILE DEVICES: A MORE FRIENDLY MOBILE VIEW
45
45%
INCREASED WEBSITE ENGAGEMENT
218%
INCREASE IN INSTAGRAM COMMENTS 46
31%
INCREASE IN INSTAGRAM LIKES
49%
INCREASE IN IMPRESSIONS ON INSTAGRAM
25%
INCREASE OF INSTAGRAM FOLLOWERS
47
48
