CASE STUDY
STURGEON VALLEY ATHLETIC CLUB
Located in St. Albert, AB, SVAC is the place where fitness is fun. With a variety of group fitness classes offered every week, state of the art equipment, and a team of Certified Personal trainers, it’s all here.
THE PROJECT:
In our ongoing partnership with SVAC, we create monthly content for Instagram, Facebook, and TikTok, as well as paid advertising, all aligned with the social media strategy established. We have also provided additional support through branding collateral and a website audit and refresh.
OUR MARKETING SOLUTION:
Web Design: Website Audit, Website Refresh & Website Maintenance
Branding: Brand Collateral
Social Media: Social Media Strategy, Social Media Management, Content Creation & Monthly Reporting
Digital Marketing: Social Media Advertising
THE PROCESS
SOCIAL MEDIA
With lockdowns, closures, and restrictions, it has been a challenging year for gyms across Canada. Throughout all the changes, SVAC has strived to continue supporting the health and wellness of their community. They have adapted and overcome every obstacle thrown their way to be able to continue offering the best fitness experience for their members.
Their commitment to their members and to making fitness fun has been our inspiration throughout this partnership, which began with a social media strategy.
The social media strategy highlights the target audience, key messages, goals and objectives, content pillars, platforms, posting frequency, and growth and engagement tactics. We use this strategy as a playbook, guiding our actions as we create monthly content for SVAC to ensure we are connecting with their ideal customers and posting with purpose.
At the end of each month, we put together a report on the social media performance of each platform. The monthly report helps us measure progress towards our goals, find areas for improvement, and ensure we are connecting with the target audience.
BRANDING
To promote the reopening of SVAC’s doors after months of closures due to restrictions, we were asked to design a billboard. The goal was to convey the excitement and to present a cohesive design in line with the look and feel that we helped establish for SVAC.
The Collective also provides custom photography and videography for use on the SVAC social media channels and website.
WEB DESIGN
During our 360 audit, the MSC team identified a need for a website refresh, based on user experience, load time, and outdated elements that unfortunately took away from the user’s connection and experience with the SVAC website.
Some of our accomplishments from the refresh:
Objectives were established so that we were able to create an effective customer journey throughout the website.
Content was reorganized to ensure the user sees the most important information first.
CTAs were clearly identified to help the user navigate the website.
Branding and language were updated to ensure consistency, uniting the SVAC brand across their website, social media, and in-person experience.
DIGITAL ADVERTISING
With the social media strategy, we were able to clearly identify SVAC’s core consumer. We used this brand persona, backed by research, as the target audience for our social media advertising efforts. We targeted this audience through detailed demographic information. To improve the advertising further, we also used lookalike audiences based on website visitors and we targeted the audiences of other local businesses who shared a similar core consumer. With these audiences in mind, we were able to strategically create content that would appeal to them, directing them to SVAC’s updated website and encouraging conversions.
THE RESULTS
Provide custom photography and videography for use on the SVAC social media channels and website.
Create an effective customer journey throughout the website.
Incorporating UX best practices as well as improving site navigation ensuring an easy to navigate website.
Strategically create content that would appeals to the core audience, directing them to SVAC’s updated website and encouraging conversions.