Website Creation, Market Research, and Marketing Strategy for a Fitness Studio
Situation:
Our client, a fitness instructor, is establishing her own spin studio in Oxford, Mississippi, and is aiming for a July 2024 opening. The studio brings a New York-style intensity into the local fitness scene while prioritizing community engagement. Their strategy involves leveraging a strong digital presence (via a website and social media) to attract a young, active demographic amongst university students and women. To differentiate themselves from competitors, the client seeks to conduct thorough market research and identify gaps in Oxford’s fitness market to strategically position themselves as a unique and compelling fitness destination.
Challenge:
ELMNT faced challenges in establishing itself as a new spin studio in Oxford, Mississippi. These challenges included building awareness amongst their target demographic, developing an effective website, and differentiating themselves from existing competitors. Our involvement aimed to address these challenges through strategic guidance in website development, market research, and marketing strategy.
Approach:
Through website building, we aimed to create a user-friendly website that truly represented the client’s brand identity. We explored different platforms such as SquareSpace, while keeping in mind the importance of easy maintenance and editing. Integration with the Mindbody App was also a priority to ensure smooth class booking and scheduling for customers.
We also conducted a thorough analysis of local competition. We wanted to highlight what makes our client stand out on the website and incorporate our research findings into the marketing strategy. Additionally, we worked on developing pricing models and conducted research on additional services and merchandise that would make the client a solid competitor.
In terms of marketing strategy, we focused on two main tactics: (1) hiring of student ambassadors to promote the studio's launch and (2) emphasizing the studio’s unique qualities through behind-the-scenes social media updates that inform consumers of its small-scale and friendly atmosphere.
Impact:
Rem and Company's recommendations for the company have the potential to make a significant impact on the success and growth of the fitness studio. We created an easy-to-navigate website with an urban cycling aesthetic, which will hopefully enhance the studio’s online presence and attract customers. By utilizing consistent styles for videos, photos, fonts, and logos, the client can also establish a strong brand identity. Further, the inclusion of essential information such as pricing, packages, and the MindBody app on the website will provide users with a comprehensive guide to the studio’s services.
Rem and Company Team:
Team Lead: Abdul Hannan
Strategist: Alice Fisher
Strategist: Benjamin Smith
Junior Strategist: Alice Choe
Junior Strategist: Gretchen O’ Brien
Junior Strategist: Amy Liu
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