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Case Study
A Case Study on Wilmington Weightlifting Club Treading Water in Digital Opportunities
Wilmington Weightlifting Club (WWC) of North Carolina is now home to some of the most promising weightlifters in the country, however, there was a time where the weightlifting club was stuck in place.
In 2016, the club, which had operated outside of a Crossfit Gym since 2009, was taking a plunge to move the club to their own, private location. The transition brought the club to an old auto-repair warehouse unit, where the club members came together to build their dream training environment.
While the culture of the gym was strong and nurturing - it was a membership list of 12.
The promise was strong, and while the environment improved morale and allowed for freedom, there were new overhead costs and responsibilities. To adhere to the 3 year plan, there was a need to improve the revenue coming into the gym to help support athletes achieve their goals
Challenge
WWC had a great environment, but their efforts to expand were dampened by concerned gyms that saw their separation from the Crossfit world meant that current clients might shift over to the new location, causing a disturbance in their current membership stability.
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The WWC needed to get online and FAST. There needed to be clarity and a plan to align the marketing efforts with athletes specifically looking to train in Olympic Style weightlifting.
Client Objective
Attract more weightlifting athletes to the gym through a digital marketing strategy.
Solutions
Big Brain Marketing recommended more activity on social platforms, specifically platforms where we could share images and video to best show what they do and WHO they serve. Posting not just videos and posts of the "Best" performances or Personal Records, but highlighting the Athletes as being hard working, human beings who are striving to improve. This was to reduce the intimidation factor of many folks coming to check out the gym for the first time.
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The Social platforms would be where the WWC would promote everything from Seminars to in-house competitions, to specials, to fund-raisers - in general, this was where people would get a real feel for the comradery of the weightlifting club athletes and coaches.
Social Media Influencers Strategy + Results
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