MAKE YOUR STORY HEARD
Effective advertising requires a lot more than good ads. I plan marketing campaigns, design and produce advertisements, distribute ads across multiple channels like digital and print, and track campaign performance to achieve the best ROI. Thing is, talking about this stuff is so boring! So instead let me tell you about the start-to-finish campaign I developed for Otter Fitness Garage in Ottertail, MN.
A CASE STUDY
Otter Fitness Garage is wildly popular 24/7 fitness center, but just a few years ago it was a rundown former auto garage. The owners had big plans and contacted me to create a brand and marketing campaign to help them build membership.
STEP 1. LEARN
The first step was meeting on-site to see the location first hand and learn about their plans. Honestly, it was hard to envision this space as a fitness center, but I trusted their vision.
I also did a lot of background research and visited several existing fitness centers to get a feel for the industry. Digging deep is essential to understanding a business and creating good advertising around it.
STEP 2. CREATE
Next I created brand assets that fit the business and vision while also being highly visible, attractive, and inspiring; all of the things I think a good brand should be. Sometimes branding is the whole project, but here it was just one part of the puzzle.
The blue and orange color scheme actually came from an old tool dresser located in the shop which is pictured above. It took a few rounds to get the design just right but in the end we created a fun, memorable brand that really hit the mark.
STEP 3. LAUNCH
A few months before opening day we launched the campaign to inform, entertain, and attract potential gym members. Distribution channels included social media, print, video, and digital all culminating in a Grand Opening that generated hundreds of visits and over 100 new members.
The results were fantastic and the most important metric, gym membership, surpassed 500+ active members in less than two years. More than doubling the initial goal.
STEP 4. SUPPORT
Using tools like Google Analytics, I monitor their website and social media traffic and use the insights gained to make incremental improvements to maximize ROI. I also provide ongoing website updates, photography, and social media content.
Today, OFG is a community asset that draws dozens of people to downtown Ottertail every day. That's not a lot in some places, but it's huge for a small town with a total population of about 600.