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Branding & Marketing Strategy

March of 2019

 
 

  01 - Intention

A Smart Brand with Purpose

The name Philosofit was created 20 years ago. It found its brick and mortar home in 2013 in East Hampton. It’s brand is now pretty tight in terms of logo, colors, studio space, trainer T’s, etc. However, over the last month or two of getting to know Philosofit, it has become clear that we have such a very unique product, but that we need to accentuate a couple of things in order to define its uniqueness and stand out in the fitness world: (1) making the branding and imagery even tighter and more thoughtful, and (2) finding a few essential threads that make up Philosofit’s uniqueness and weaving them into the ongoing story across all marketing channels.


 
 
 
 

 02 - Story & Positioning

Brand Story & Common Threads


These are essential words that represent the the Philosofit story. They are common threads that help guide the story and marketing across the website, social media and other digital platforms. Often this story is found outside of the physical space and daily practice, and provides a big picture meaning of the brand.

 

Smart

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System

 
goooo.jpg
 
 

Train for life

 
gosfhslfk.jpg
 
 
tan.jpg
 
 

 03 - Graphic Content

Smart & Simple


Red is not the easiest color to work with, especially on digital. In this case, after working with it for a bit, I found it was best to embrace the red, while finding a few other tones that would soften it.

 
 

Fonts

 

________
Effra Caps

 

H1 - MOSTRA NUOVA
ABCDEFGHIJKLMNOPQRSTUVWXYZ
0123456789
SINGULAR PAGE TITLES
HAS A TOUCH OF FUN


________
AW conqueror

 

H2 - AW conqueror
ABCDEFGHIJKL
0123456789
PAGE SECTION TITLES

 

________
Effra Lowercase

 

H3 - Effra
ABCDE
0123456
Write a paragraph a little bit bigger.

 

________
Futura PT

 

P (paragraph) - Futura PT
Write a normal paragraph

abcdefghijklmnopqrstuvwxyz - 0123456789
abcdefghijklmnopqrstuvwxyz
abcdefghijklmnopqrstuvwxyz

Lorem ipsum dolor sit amet, usu an augue delenit, est nominavi voluptua maiestatis ne, iudico inimicus quo id. Cum ut mucius sensibus, per nostro aliquip assueverit no. Ei mei odio principes referrentur, an eos inani vivendum.

IMPORTANT NOTE - All philosofit must be written like the logo. All Gyrotonic must cary the symbol

 
 
 

Colors

 
 
 

Colors in use

 
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BUTTONS, Subscription FORM

 
 
 
 
Your Name *
Your Name
Phone
Phone
Checkbox
 
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04 - Site map

Architecture of Website

How to channel people through the site

 

 
 

Home Page

  • Video intro left, intro to the right

  • Practical Information

  • Main offerings

  • Purpose

  • Blog

  • Contact / Social / Email

Private Training

  • Description

  • Image alongside Bookings

  • Integrate space and tech

  • Team members

  • Incorporate Pilates and Gyrotonic

Group Pilates

  • Description

  • Image alongside Classes

  • Integrate space and tech

  • Team members

Gyrotonic

  • Description

  • Image alongside Classes

  • Integrate space and tech

  • Team members

Question: what about some of the other classes you offer? how do we add those?

Team & Space

  • Description of Team & Space

  • Photos of Team

  • Photos of Space

Blog / Vlog

  • News and updates at the studio

  • Video Journal

  • Stories that inspire

  • Playlists for working out

Purpose

  • What we do, why we do it.

  • 6 part system

  • History

Contact

Book a private or class

 
 
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 05 - Content

Content we need

What are we missing?


COPY

Pilates Description
Gyrotonic Description
Our Purpose
Possibly more on the 6 part system


PHOTe & Video

Sports, Athletes, Active people
Curate all other photos



 
 
 

Train for life.

 

 

 
 

How to get more people to you

Search Engine Optimization / Local Search Optimization / Social Media / Email Marketing


 
 

SEO

  • Architecturally well structured website

  • Site speed

  • Page Titles and URLs

  • Key term integration

  • Strong Content

  • Call’s-to-action, keep public on site

  • Image optimization, size, names, and meta data

  • Find and create backlinks

 

LOCAL SEARCH

  • optimize google

  • claim + optimize bing

  • claim + optimize Yahoo

  • claim + optimize Yelp

  • Maybe Yext

  • Optimize social media profiles - Insta, FB, Linkedin

  • Trip Advisor

  • Air BnB

  • LOCAL LOCAL

 
 

Ongoing marketing

Blog

I think it would be very important to do one blog update per month, maybe two. I can build it out to filter the blog between: News & updates, videos, journal stories and playlists. I think you could update twice a month even, and then promote via newsletter once a month. Videos would be a promotion of the online videos that you have.


Newsletter

The newsletter will always promote the blog. It would do so with a simple overview and then a button going out to that blog. We could also talk about doing a seasonal email.

Social Media

The content from the website, blog and newsletter will supply a lot of what you need for social media. You can break down content with the newsletter and blog, each one can act as a guide to a few different posts on Instagram, and maybe one paid post on Facebook.

In terms of the types of content I think we could start pushing all across the board is:

In the studio, fits, clients, classes, news, updates, facts, health, food… local businesses, likeminded businesses and individuals, local nature, local sports and activities (a lot)… stories you love, videos you love, extreme sports, pushing the boundaries of the human body, incredible athletes, examples of smart athletes.

Calls-to-action

“Book a private / class” will run in the top corner, fixed, across every page on the site - as a circle.
As well, sections on the private, pilates and gyrotonic class will call people in to booking. Also on contact page. We could also look at adding booking button to individual blog posts.

 
 
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