T
he global pandemic has had a drastic effect on gyms and fitness centers. Virtually overnight, people quit going to indoor spaces where they would be too close to others and feel challenged to practice social distancing. For Balance Gym, a gym with all four of their locations in downtown DC, it was hit even harder. Not only were people not going because of the enclosed spaces, but they also quit going to work in their office downtown so they were no longer conveniently close to the gym. To overcome this radical behavior change, Balance Gym brought in the behavior science experts from Positive Brand.
Research and Insights
Not only did we bring our behavior science experts to the table, we also came armed with fitness experience with other clients like dotFIT and MyJoyYoga. After making some site visits to their DC locations, spending time interviewing the company’s leaders, and visiting with gym goers, we were primed to start our Brand Discovery.
Our Brand Discovery included extensive secondary research on all of the gyms in the DC area as well as behavior-changing practices being implemented by other gyms across the United States. We followed up on our secondary research with a primary research study that explored the attitudes and perspectives of fitness minded residents of DC.
Loaded up on insights, we met with Balance Gym’s brand stakeholders for a 2-day Brand Workshop. Through thoughtful collaboration and intense exploration, we arrived together at the brand strategy that would help move DC back to the gym. Our brand strategy: a balanced life is fun. Our slogan: Work Hard. Play Harder.
Creative Solution
Our research taught us that when you enjoy the gym, and the people there, you come back for more. So our creative strategy was clear and simple. New, fun experiences.
To help craft this positioning, we spent two days on location at all 4 gyms, shooting original photography and video that captured the personality, energy, and camaraderie taking place at Balance Gym.
Our photography became the centerpiece of our ads, all heavily branded with a distinct Balance Gym visual theme.
PAID SOCIAL CAMPAIGN. We created an advertising campaign that targeted fitness and wellness minded people in the DC area. Our campaign includes branded videos and posters. We made compelling membership offers with free trials and great discounts. And we showed them how cool it is to exercise with people that like to have fun when they workout.
ORGANIC SOCIAL MEDIA. Based on our Brand Strategy, we maintain an editorial calendar for all organic social media activity. Our editorial calendar is planned each quarter with content created a month in advance of posting. For Balance Gym, we post about classes, partners, events, and fun, relevant occasions like National Banana Day.
PRINT ADVERTISING. Our campaign reached downtown DC residents that frequented the popular Studio Theater, a non-profit theater production company located in the 14th Street corridor of Washington, D.C. It produces contemporary plays in a four-stage complex. Our ads appeared in their program guide each month.
DISPLAY ADVERTISING. And we used geofencing and targeted paid media to reach our audience when they were near our locations or considering their fitness options.
Outcomes
Our campaign for Balance Gym has increased their success on social media, adding hundreds of new followers from the downtown DC area every month. And our digital media campaign has seen YOY results posting dramatic improvements. We have witnessed a significant increase in our conversion rate, marking a remarkable growth of 94.5%. This notable improvement indicates that the changes implemented by our media team have successfully enhanced the overall performance of our campaigns.