Deliverables: Social Media Management, Content Strategy, Digital Marketing
Via a facilitated discovery session with the owners, distinct customer avatars were developed to understand the best customers they already had, & who they'd like to attract.
Together We determined 3 simple success metrics - Steady organic IG growth, reduce membership attrition, & sell memberships via social media management, digital marketing, & email newsletter.
Strategy Outline: Simply put, the demographic at LoHi already skewed slightly female, so I ensured the social voice followed suit. However, since the goal wasn’t to become exclusively a women’s gym, I ensured the content had broader appeal.
Via testing and validation, I determined the sort of imagery and messaging to which the target audience responded well, then created contests and collaborations to help generate awareness of various promotions the club was running, highlighting their Personal Training staff for content marketing pieces to drive more membership sales.
Next, I turned focus toward building a sales funnel out of their digital presence. I devised content that would attract & engage the target market, spring-boarding the IG launch from the existing platforms. Collaborating with their web dev team, we ensured LoHi Athletic Club was visible and attractive where ideal clients spent time, provided value and social proof to engage prospects, & ensured CTA's throughout the funnel aligned with the customer's buy triggers.
In short, the addition of digital marketing and social media strategy, as well as visualizations for back end website analytics via API integration with ABC software enhanced the club's sales process, close ratio, & continued success, keeping the doors open and boosting revenue in one of the most challenging periods in recent history.