B3 Gym Consulting
With a group of selected students, spearheaded by Dr. Carlina Russo, we created a communication plan for B3, a local Greenville gym. We researched what they were doing right… and what they weren’t. Then, we created a brand and content strategy to gain new members, along with possible local partnerships and promotions.
The purpose
Before we began, we needed to identify B3’s target audience and what they wanted to achieve. B3 wanted to build awareness of their fitness community and expand group membership.
About strength training
Before we dove into the B3 brand, we needed to conduct a SWOT analysis, along with the motivations and barriers to group strength training. I researched why people participate in group strength classes vs. why they don’t. Going to a new gym can be intimidating, so we wanted to understand potential customer’s hesitations.
The B3 brand
What is B3 all about? We came up with their key brand characteristics and values. When helping a brand expand their audience, it is important that they understand themselves before others do. These characteristics highlight the genuine connection that is formed at B3. At B3, everyone truly does lift each other up.
Tone of voice
One thing we wanted to ensure was the positive environment that B3 is. On the other hand, we didn’t want them to come across as too “soft” or casual. With the right mix of empowerment, confidence, and relatability, B3 can showcase exactly who they are. When coming up with this tone, we made sure that B3 didn’t sound like an exclusive club only the elite bodybuilders can be apart of. Rather, it is a space to train and grow into the bodybuilder you want to become.
Content pillars
When growing an audience, you need to be producing content. These three pillars make up what B3 needs to do in order to attain new members. First, the Greenville area needs to be aware of what B3 is… and what it isn’t. Highlighting B3’s existing community is essential, as it allows people to see why people go to B3 and why they stay. B3 is known for their amazing coaches, so it only makes sense that they highlight their expertise in their content.
Key messages
Under each pillar, there are a few key messages needed to get the point across. Here, we provided content, topics, and phrases to utilize throughout their social platforms. You can have great ideas, but it is just as important to execute them.
Local influencers
I was tasked with finding a few local creators that B3 could collaborate with. When trying to stand out in a city, it is always good to lean on others for help (especially when it can benefit both creators!). I was able to pinpoint three accounts that align with at least one of B3’s pillars and key messages. After selection, I ideated a few partnership ideas that would fit each brand.