MARKETING DIRECTOR

TransFit Athens is a faith-based personal training studio located in Athens, Georgia with class styles ranging from strength-focused to yoga. TransFit’s goal is to inspire, motivate, and guide clients through unique exercise programs that deliver the results their clients are looking to achieve.

MARKETING CAMPAIGN

When I began my internship with TransFit, I was tasked to create daily content for the studio’s Instagram and Facebook pages. I found that even though they were posting almost daily, their content was not cohesive as a whole. A majority of their posts were graphics that contained different designs, fonts, and colors even though they were producing the same type of posts. I took the initiative to rebrand their social media which helped contribute to their overall marketing strategy.

I began by conducting a situational and SWOT analysis of the company’s brand and used that to come up with a new marketing strategy.

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After conducting this research, my main objectives were to utilise their social media pages more effectively and improve the quality of the posts. I wanted to bring unification to the pages that could match the brand of their weekly blogs. I began to schedule out the social media posts each week, about a week ahead of time using Google Sheets. I made a schedule of what was to be posted each day of the week. For example, every Monday we posted an IGTV Workout or Stretch of the Day. I found that this format is effective as their followers started to look forward to seeing certain posts on certain days. Of course, there are some weeks the schedule will vary slightly, but overall, this method worked well.

#transfitathens

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COVID-19 SOCIAL MEDIA STRATEGY

At the start of the pandemic in March, I began to construct a new social media strategy. I started to research competitors and other businesses, and compared our current strategy to how other small businesses were responding to the pandemic on their social platforms. TransFit offered free virtual sessions to their clients for a few weeks in March and April, so I made adaptations to the posting schedule to promote those sessions.

It was important to TransFit’s brand to use their platforms to bring positivity and hope to their followers as much as possible. I paused many of the posts I previously scheduled and updated them with more relevant ideas such as scripture about having faith and keeping spirits up during these unprecedented times, recipes that would be great to make in quarantine, and workouts for the whole family. 

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NIGHT SESSION MARKETING STRATEGY

In January of 2020, TransFit started offering a few sessions later in the day at 4:30pm a few times a week. I was tasked to come up with a marketing strategy to get more college students to come. Prior to this, most of their schedule was in the morning, ending at 12pm each day. The old schedule made it difficult for the average college students to fit it into their busy schedules. 

College students are a huge part of why so many Athens businesses stay open. Targeting this demographic is always a good idea, seeing as the town is home to the largest university in Georgia. This is a generation that loves using social media, so advertising through these platforms will help keep the studio in the minds of potential student clients. The goal is to establish TransFit as a place college students can go to transform their minds, bodies, and spirits, and relax before or after class before returning to their hectic schedules. 

I began by networking to get in contact with the President of each sorority at UGA as well as UGA’s campus ministry. Caroline and some of the other trainers were able to speak with some of these sororities and the campus ministry, encouraging these students to sign up for their first session for free and follow TransFit on social media. In becoming more student-orientated, more followers were able to interact more on the platforms, and the follower number increased. I also followed these organizations and created promotional graphics to post on Instagram both as both stories and posts.

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FIT FOR A 5K EVENT

Each year, TransFit teams up with Extra Special People to host Fit for a 5K. I was tasked to help with marketing, poster design, and social media promotion for the event. Unfortunately, due to COVID-19, the event was canceled.