Sport Manitoba Fitness Centre: Customer Journey and Content Plan
Client:
Sport Manitoba Fitness Centre
Role:
Design
Campaign strategy
Copywriting
Content creation
Content planning
Customer journey mapping
Customer profile
Research
Tools
Canva
MailerLite
Sport Manitoba Fitness Centre was trying to increase its memberships, but it needed to first understand who its target audience is, what the target audience’s customer journey is like, and what type of content the target audience needs. That’s where I came in, with a strategy to map out a clear customer journey and a guide to create targeted content.
What’s Sport Manitoba Fitness Centre?
Sport Manitoba Fitness Centre is a Winnipeg gym that offers competitive pricing for fitness classes, personal training and workshops.
The Challenge
Sport Manitoba Fitness Centre isn’t as well known as industry giants like Planet Fitness, GoodLife Fitness, and Shapes. But, what Sport Manitoba Fitness Centre was really lacking was a clear understanding of its target audience and the content that resonates with them at each stage of their journey. This was causing Sport Manitoba Fitness Centre to miss out on valuable opportunities to attract new clients.
The Solution
A detailed customer journey profile and content plan that helps Sport Manitoba Fitness Centre guide its audience through the marketing funnel.
Content Example #1: Email
Sport Manitoba Fitness Centre would send this email in the “Desire” phase of the customer journey to make the target audience feel confident in choosing Sport Manitoba Fitness Centre for their gym.
Content Example #2: Landing Page
In emails sent during the “Action” phase, Sport Manitoba Fitness Centre would link to this landing page outlining it’s $30 for 30 days trial membership.
The Process
I started by meeting with the marketing team at Sport Manitoba Fitness Centre and digging into their membership data to figure out who it should be targeting. I noticed that the largest group of members was 25-34-year-olds living downtown, so I knew that’s where Sport Manitoba Fitness Centre needed to focus its efforts.
From there, I created a persona named “Caleb” to really understand what his customer journey is like. I thought about (and heavily researched)what he might be feeling at each stage, what touchpoints the Sport Manitoba Fitness Centre could reach him at, and what KPIs the Sport Manitoba Fitness Centre should track to ensure it was making progress.
After entirely mapping out Caleb’s journey, I shifted to content planning. I focused on what types of content would speak to him at each stage of his journey and how Sport Manitoba Fitness Centre could use the right touchpoints to engage him.
To bring everything together, I created two sample pieces of content, making sure they aligned with Caleb’s needs at each stage and would effectively draw him in.
The Results*
Sport Manitoba Fitness Centre understands the journey of its target audience and can now effectively create content that meets the needs of its target audience.
*This piece of work was created as part of a customer journey assignment for my Creative Communications program.
Ready to Work Together?
I’d love to collaborate with you so that we can learn more about what your target audience wants from you.
Send me an email so we can get started!