Launch Strategy for In-Person Corporate Wellness Classes

The Challenge

The brand had previously focused on delivering training surrounding psychological safety in the workplace but they wanted to add a suite of in-person wellness classes including yoga and meditation in the London area. They had an established LinkedIn presence and a professionally designed website. However, the target audience for the training and classes were different. They wanted to develop a marketing strategy to effectively target users that may be interested in their classes.

The Solution

I met with the client to discuss the origin story behind this new service and explored the aims, objectives and future business direction. After this meeting, I got to work building a comprehensive strategy. My deliverables for this project included:

• SWOT, PESTEL, and TOWS analysis

• Risk analysis

• Aims and objectives

• Competitor research

• Customer personas

• Brand archetype analysis

• 6-month content plan with KPIs

The Outcome

The client actioned the strategy in-house and expanded their professional network on LinkedIn to include prospective clients that matched the target audience. This allowed them to talk to decision makers in different companies and secure bookings for classes. Their website was also updated in accordance with the plan and their content is now highly visible in Google search results and AI mode.