CC Fit and Wellness Growth Strategy
Branding, Growth, and Content Strategy for a Massachusetts-based fitness trainer
Growth and Content Strategy, Copywriting
CHALLENGE
Help a jiu-jitsu champion who made her name in California establish a fitness training business from scratch in Western Massachusetts—understanding her new audience, crafting her brand, and establishing her web presence—after the COVID pandemic forced her to relocate.
STEP 1: DEFINING THE CORE AUDIENCE AND BRAND IDENTITY
Interviewed CC about her unique approach and philosophy to fitness
Tested various candidate audience profiles, sizing out if they were a viable focus in the MA area, and settled on entrepreneurial women
Conducted a deep dive into entrepreneurial women to identify core attitudes, how they think about fitness, what online spaces they visit the most, and the best SEO approach
Crafted a brand persona to help CC identify what themes to hit most when talking about her service
STEP 2: OPTIMIZE WEBSITE AND CONTENT STRATEGY
Optimized website for UX ease and use of social proof
Studied CC’s social media posts, organized them into different content pillars, and drafted up a cadence to guide her
Used the content framework to help CC append a blog to her site (also wrote an article for her)
WEBSITE REORGANIZED FOR BETTER UX
RESULT
Full roster of fitness of in-person clients within six months of implementing these changes