Remote Partner Based in San Diego, California | Tijuana, México
Mission:
Promote Body Positive Women's Fitness
Tucked in the vibrant city of Tijuana, Mexico, "My Barre Studio" stands as an oasis for women seeking a unique blend of yoga, ballet, and pilates. But its vibrant spirit was shadowed by a lackluster online presence. When I joined as a client, I recognized the disconnection between the studio's energy and its digital footprint. Determined to rectify this, I proposed a comprehensive content strategy to Norma Rascón, the spirited owner-operator.
BACKGROUND
My Barre Studio was birthed in 2014 amidst the bustling backdrop of Tijuana. The concept was novel: a hybrid of yoga, ballet, and pilates tailored for women, offering a serene sanctuary. The studio's core mission went beyond mere physical fitness; it was about creating a safe space where women could connect, rejuvenate, and explore a low-impact alternative to the high-intensity workouts often found at traditional gyms. The passion of the staff and their dedication was evident to anyone who stepped inside. Yet, despite its in-house vigor, the studio's online portrayal felt mismatched, struggling to communicate its essence and unique proposition to potential clients.
THE JOURNEY WITH MY BARRE STUDIO
Challenges
By 2016, the challenge was clear. Despite its consistent posts on Facebook, the studio's digital content lacked the finesse and appeal needed to stand out amidst four other barre studios within a 3-mile radius. The target audience was either oblivious to barre workouts or were gravitating toward competitors.
Solution
The rejuvenation began with a Facebook facelift. We transitioned from rudimentary paint-generated content to high-quality original photography. The new visuals followed a fluid color scheme, modified seasonally, and spread with branded content like testimonials and videos. Our content strategy was not just to promote barre but to educate our audience on its multiple benefits. By offering engaging challenges and nutritional insights, we aspired to differentiate and elevate My Barre Studio from its competitors.
Implementation
The key to our new strategy was a regular influx of authentic visuals. I set up monthly photoshoots, making sure every snap and every angle truly represented what My Barre Studio stands for. I then charted out five core topics to focus our posts around, emphasizing the idea of holistic well-being over the allure of miracle weight loss workouts. In a bid to weave the community fabric tighter, we entered collaborations, partnering with coaches and other local businesses to design challenges and host events. To offer a clearer perspective to potential customers, I produced short, insightful videos that broke down the essence of barre workouts. To ensure consistency, I automated posting through Facebook Pages Manager.
THE RESULTS
The outcome of our revitalized strategy was palpable. Almost immediately, the first fitness challenge we launched roped in an astonishing 40 new enrollments. But that was just the beginning. Between October 2016 and February 2017, we witnessed an organic growth on Facebook, with our likes tally climbing from 7k to 10k, a testament to our engaging content. Furthermore, our new approach led to a sustained 25% uptick in new member sign-ups. Sensing the diverse requirements of our growing community, we even rolled out innovative membership packages, like the specially tailored Brides and Bridesmaids bundle.
VISUALS
This journey underscores the transformative power of targeted, quality content. My Barre Studio was always a haven of energy and passion; all it required was the right digital strategy to mirror its ethos. Our collaborative efforts not only amplified its digital presence but also positioned it as a frontrunner in Tijuana's fitness landscape.
I will always remember with a grateful heart the day she approached me so kindly and said: ¨Norma, I love coming here to take my class, I like what you are doing, and I know I can help you with your social media¨ It was as she read my mind and needs, when in fact what she did was acknowledged the need of my start-up business, the need of a strategy for social media.
From that day on, Anna brought new and creative ideas, also adapting to the actual budget we had to transform those ideas to create new audiences and gain loyalty from our actual and new customers."
