Overview
Everett Fitness is a social media brand centered around fitness, nutrition and self improvement.
The goal of our campaign was to provide entertaining and informational content about fitness, nutrition and self improvement.
My Role
Social media Manager, Video Editor, Content Creation, Social Media Strategist, Brand Management, Community Marketing, SEO, Website Design, User-Generated Content Management, Sales, and Social media Analytic Analysis
Background
I was hired as the marketing manager to oversee all marketing channels of Everett Fitness and design a brand image for the company. With full creative control, it is very important that I keep the brand image in mind at all times. We are positioned as an authority in the field with over six years of experience in exercise science and nutritional habit building.
The Problem
Strategic Approach
Post schedule
Posting 5 -6 times a week
repurpose short-form video content from Tiktok to Instagram reals, and Youtube shorts to create a consistent brand image and target all channels.
Post content
2 educational posts per week to provide value to returning followers and increase retention.
3 non-educational posts per week. Typically these posts perform better to a wider audience so are good for attracting new followers and growing the brand’s awareness.
Branding
Position ourselves as a personable brand that connects one-on-one with its followers.
Become an authority on fitness that explains concepts in a way that anyone can understand and not intimidate viewers.
Build a positive community around Everett Fitness that supports individuals to continuously improve
Results
The market is extremely saturated with accounts with more experience and higher-quality production. The problem is how to position ourselves as a brand that is both novel and familiar enough that people will be comfortable interacting with.
From my experiance, I suggested the following.
We create one-on-one content to create a more personal connection with our viewers. A benefit to being a small creator is we can relate to individuals more effectively.
Typically when experts in a field progress in their field they forget what it is like when they started. with several years of coaching and personal training experience, we can give a unique experience to newcomers that will be more inviting.
Self-improvement content is currently very popular with both male and female demographics but the delivery will be different. Using trending video formats and audio will help target certain demographics.
non-educational content physic and trending formats produced 400% higher viewership.
educational content has produced 50% more interaction with video, primarily shares, and favorites
Increased brand awareness - total following increased 61% in the last 4 months