Client
Timeframe
6 months
Feb – Aug 2018
The Wellness Empowerment Collective is Canberra’s newest and most advanced wellness destination. The place to go for pain relief, athletic recovery and performance optimisation.
PROJECT CASE STUDY
In February 2018, we met Ebony. She’d just had a bad experience with a marketing agency that had failed to really understand her needs and what her business was all about.
Ebony had just brought her dreams to life and founded The Wellness Empowerment Collective – Canberra’s newest and most advanced wellness studio.
The task of establishing a brand and building an audience in the lead up to a launch is not an easy one – so Ebony came to us for guidance. We worked with Ebony for 6 months, guiding the Wellness Empowerment Collective through its media launch and expanding its digital audience.
In the months leading up to the Collective’s official launch in August 2018, there was a steady stream of customers through Ebony’s studio and sales were doubling every month.
Client
Timeframe
6 months
Feb – Aug 2018
The Wellness Empowerment Collective is Canberra’s newest and most advanced wellness destination. The place to go for pain relief, athletic recovery and performance optimisation.
PROJECT CASE STUDY
In February 2018, we met Ebony. She’d just had a bad experience with a marketing agency that had failed to really understand her needs and what her business was all about.
Ebony had just brought her dreams to life and founded The Wellness Empowerment Collective – Canberra’s newest and most advanced wellness studio.
The task of establishing a brand and building an audience in the lead up to a launch is not an easy one – so Ebony came to us for guidance. We worked with Ebony for 6 months, guiding the Wellness Empowerment Collective through its media launch and expanding its digital audience.
In the months leading up to the Collective’s official launch in August 2018, there was a steady stream of customers through Ebony’s studio and sales were doubling every month.
OBJECTIVES
ZOOM
The background and preparation work.
To get to know Ebony and understand her mission and goals for the Collective, an interview was our first step. Our interview was a deep-dive into Ebony’s journey of personal growth, her extensive background in medicine and healing, and her desire to share her experience and passion with Canberra locals.
We learned about all the technologies and treatments that would be on offer, as well as the extensive and varied medical backgrounds of Ebony’s affiliate staff.
FOCUS
Creating avatar profiles.
We then zoomed in on her future customers, creating six detailed avatar profiles and matching the wellness treatments with their unique needs. Avatar profile creation allowed us to put a name and face Ebony’s audience.
What are their pain points and objections? How do they spend their day? How do they talk? Which platforms do they use, and where do they get their news? What are their internal, external and philosophical motivations? What solutions will the Wellness Empowerment Collective provide to help them achieve their dreams and facilitate their journey?
SET
It’s all about the strategy
With a complete picture of the Collective’s mission, objectives and future customers, we were able to create a marketing map and a strategic plan to reach out and connect with Canberra locals.
We identified the social media channels, images, hashtags and language that would resonate with the Collective’s future customers, and gave them a clear call to action.
PRODUCE
Bespoke campaign branding
Equipped with our strategy, we created content to educate, empower and inspire the Collective’s audience to embark on their wellness journey. From onsite photos and video, graphic design work – to social media posts, Facebook ads, newsletters and blog articles, we captured the Collective’s water-inspired brand and emphasised the focus on community empowerment.
Ebony now has a collection of professional collateral, templates and copy to use in future marketing activities.
PLAY
We scheduled daily social media posts and engaged with the Collective’s audience.
We reached out to bloggers and the media to help us spread Ebony’s message further and grow her online audience. We explored promotional opportunities and events, created targeted ad campaigns and sent out e-mail newsletters.
We made it our job to support and guide Ebony through to the official launch of her business, while she focused on what she does best – running her incredible studio and healing her community.