Case Study

Charm City Crossfit

Social Media and Brand Strategy

SUMMARY

Going into the meeting with Charm City CrossFit, they were interested in getting help with their social media. They had no brand guidelines for them to follow when making posts or for other marketing materials. After further conversation, we decided to go through the discovery phase to define the brand, the users, and goals.

Deliverable

Brand Strategy
Stylescapes
Brand Messaging
Brand Guidelines
Social Media Planning

Goals

Their main goal was to improve their social awareness and through the discovery phase we broke down the brand into three words: Fun, social, and welcoming. These three words are what their social post should look, sound and feel like.

Challanges

  • We needed to define the brand and bridge the gap between the users and their needs
  • Create messaging that would speak to their idea client
  • Use what we discovered to make social media post easier and fast to create

    Outcomes

    • We created brand guidelines that defined the fundamentals of the brand
    • We added core values and brand messaging to the guidelines to simplify what their post should portray
    • We also added a social media section in the guidelines that suggested what to post and how it should look to fit the brand
    • We create a playbook on how to market to their ideal customer through social media

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      Strategy Phase

      Through an in-person discover phase we defined the brand through brand attrubutes, users stories, need and solution, and goals for CCC. From there we clean up the info and create a strategy for the brand that connects the brand to the users needs so we can reach your goals.

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      Discovery Phase

      Their main goal was to improve their social awareness and through the discovery phase we broke down the brand into three words: Fun, social, and welcoming. These three words are what their social post should look, sound and feel like.

      MESSAGING EXAMPLES

      FUN-CTIONAL FITNESS
      JOIN US FOR A SIX PACK
      HONEY, “I’M GOING TO WORKOUT WITH FRIENDS”
      #FUN-CTIONAL FITNESS
      WE'RE GOING OUT FOR BURPEES

      Look & Feel

      1. Confident
      2. Welcoming
      3. Stronger
      4. Better Mood

      Tone & Voice

      1. Fun
      2. Inclusive
      3. Comfortable
      4. Friendly

      Brand Pillars

      Fun
      Social
      Welcoming

      TagLine

      FUN-ctional Fitness  

      POSITION STATEMENT

      For the fun-loving, diverse, and active people seeking quick, fun, and challenging workouts that are scalable for all skill levels. Charm City Crossfit is the fun-ctional fitness gym in Mt. Vernon that is welcoming, social, and fun so they can be more confident and healthier one hour at a time. Achieving your fitness goals are empowering and can be fun when done with others.

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      Testimonial

      We were a little iffy working with Taylor at first because we had not met him before and had never spoken to anyone about our gym's brand or image. We decided to work with him to help develop a brand image mainly for our social media presence. Taylor helped us break down the ideas and goals of our gym and our services in a great way and showed us how to present those ideas to our target market (which he also helped us discover in more detail). Taylor went beyond our expectations and also provided ideas for our website, logo, and overall theme to help with our marketing efforts. If you’re looking for guidance to grow your brand or presence I think Taylor’s services can be a great asset to a growing box.

      Nick Secscenski | Owner
      Charm City Crossfit
      SYOTC
      Max 9 Player Logo
      Try Hard Clan