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
System
Train for life
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
BUTTONS, Subscription FORM
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
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.
