For my senior project, I wanted to use all the skills I’ve gained at BYU-Idaho. I’ve been able to work with FIT 1 as they expand their business to Twin Falls, Idaho.
From the first meeting with the brand’s founders, I relied on the skills I learned in public speaking classes and Soapbox Agency. I was able to connect with and secure them as a client as I presented my vision for their brand.
Social media and marketing courses equipped me with the research and strategic thinking needed to craft a strategy that can reach the goals we hope to achieve.
Finally, digital imaging, vector graphics, and content creation classes provided me with a skillset to create quality content and design a book that gives a high-level view of this campaign.
Objectives
In my first meeting with FIT 1, we outlined the goals for the following months. Their highest priority is reaching the pre-sale benchmark for the new location in Twin Falls, Idaho, by October 1st, 2024. To achieve this goal, I knew we needed to increase brand awareness and build an engaged community online. Their secondary goal is to increase group fitness attendance.
Competitor Analysis
Understanding the landscape of the fitness industry was an important step in building a winning strategy. I analyzed fitness centers in Twin Falls, Rexburg, Idaho Falls, and a larger national gym as well. Through this research, I was able to see trends on what content topics and formats perform best, how frequently other brands are posting, and what platforms they are using.
Audience Analysis
Within the industry, there is an assumption that content should be geared more towards men than women, especially in a weightlifting setting. After researching FIT 1’s audience, using both their current social media following analytics and data from their website visitors, I found that their audience is a majority of women, with 59% of their audience being female. I also was able to find the most used social media platforms of their audience, the age distribution, and the location of FIT 1’s ideal customers. All of this information helped me to build a strategy tailored to the people that we want to draw in.
Strategy
One thing I had to keep in mind for FIT 1, is that they need an obtainable strategy. They don’t currently have a plan for future marketing so they can’t sustain multiple posts or stories a day and an intensive content creation process. One of my goals was to create a strategy that could be executed by someone who doesn’t work in marketing if need be. This, research into the brand’s competitors and audience, and their goals led me to content pillars that will help reach the overall objectives.
This strategy incorporates each stage of the marketing funnel to guide the audience through the customer journey. Trends will raise awareness, FIT 1 features will raise interest and desire, and promotional content will drive action.
Content Creation
Now that FIT 1 has a strategy, content creation begins. One of the bigger tasks in this project was the video production. In the initial meeting with FIT 1, they shared with me their plan for a video production for promotional videos to lead up to the Twin Falls opening.
After many meetings, we developed creative video ideas that outline what makes FIT 1 unique. A videographer was hired for these videos and I assisted in directing these videos, to make the vision come to life. Along with these videos, I have also batched content for other posts and reels over the next few weeks.
This project is far from over, as pre-sales don’t start until August 1st. I’m looking forward to seeing the results of my hard work and the work I will continue to put into this project.