On our final project for Content Marketing class we worked with CrossFit Limestone, a local Cross Fit facility located in Kingston, Ontario. They offer health and fitness and they use a variety of methods and sessions for different levels of capability.
While I was working on my final project and doing research on our client, I realized Limestone CrossFit is very community related, one of their main goals is to create a community that supports each other and are passionate about each other’s goals.
We found the main target market of Limestone CrossFit is men and women between the ages of 20 and 45, they live in Kingston and area and they are either university students or young professionals. They have set life goals and are very strong-minded, they also enjoy exercising and they relate to people who enjoy it as much as they do.
Limestone CrossFit’s secondary target market would be anyone related to their current customers; children, neighbours, friends, co-workers, etc. Anyone willing to improve his or her lifestyle and has clear objectives.
The tactics we used were based on our client’s customer profiles and brand values (open minded, welcoming, approachable and respectful); we wanted the content to be relatable, fun and interactive. For this reason we did four content examples, a video, testimonials, pictures and a blog post.
The video explains how to do a quick workout that can be done at home in case people don’t have time to go to the gym. These are five types of simple exercises done by Kira McNeely, one of the owners of the gym. This was just an example of the kinds of videos they could use as shareable content, but our strategy also suggests Limestone CrossFit to do other types of instructional videos as well as videos showing the culture at the gym.
Testimonials can create a strong relationship with actual and prospect clients, as we all know it is very important to build trust in the community in order to attract Cross Fit lovers, especially in a community like Kingston. But not only for prospects, testimonials also work as a tool for current clients to share their opinions, experiences and recommendations.
Pictures are able to give the brand its own “personality”, it is a visual way to connect and interact with different demographics, and these can be taken by the gym staff or customers to share them on Facebook, Twitter or Instagram.
Last but not least, blog posts, the example we wrote relates to three movements anyone can try before going to bed, we considered due the fast paced lives of CrossFit Limestone’s target market, it is important to save time but still be healthy and active any time of the day. But blog posts can be about any interesting stories, experiences, and learning or simply advise CrossFit Limestone would like to give to current and prospect customers.
To conclude, I just want to let anyone who reads this blog post that I’m very happy with the learning experience I had, not only with the final project, but with the Content Marketing course. I’m sure I will use more than one technique learned in this class!