Client: BoHa Yoga Studio
How a modern Yoga Studio built a loyal community in Coral Gables
Results:
56% increase in customer lifetime value
5% increase in customer retention rate
Generated over $550,000 in customer equity
972% increase in social media engagement
Scope:
Branding / Growth Strategy / Social Media / Graphic Design / Copywriting / Brand Partnerships / Paid Ads / Public Relations / Email Marketing / Data Analytics
The Challenge
As a yoga studio owner, Michelle was looking for cost-efficient ways to attract and preserve local yoga enthusiasts. As for early 2019, her prominent marketing channel was word of mouth, but she knew she could not rely only on this, especially with the arrival of COVID. She decided to take a step forward and dip her toes into the world of branding and digital marketing.
The Solution
As a locally-owned yoga studio situated in a small city in Boca Raton, we recognized the importance of maximizing the lifetime value of their current customer base while simultaneously targeting new segments of yoga enthusiasts. To achieve this, we focused on developing strategies aimed at retaining existing customers and attracting new ones. We worked in collaboration with the studio owner to solidify the brand, improve the studio’s class offerings, and overall customer experience, we found new sources of revenue, worked with local partners, created a digital community, and found ways to keep it engaged during quarantine through online classes.
Phase 1: BRAND IDENTITY
Our team collaborated with The ID Team, a design studio, to create a consistent brand identity for the yoga studio. We conducted surveys and focus groups to gain insights into consumer views on the yoga brand category. The goal was to break away from traditional yoga studios and cater to a niche audience who value minimalism, sensory-focused experiences, and spaces that provide bright, clean, zen designs. A clean and sharp concept with plenty of white space reflected the ‘wellness journey’ that was expected by becoming a member.
Phase 2: ENGAGING THE COMMUNITY
When we took over the social media accounts for BoHa, we noticed a lack of engagement and consistency. The Instagram account had a meager 0.3% engagement rate and no clear content strategy or purpose. Our team stepped in and developed a month-to-month content calendar while working with customers and instructors to generate user-driven content. Within 30 days, we increased the engagement rate to an impressive 6%. Instagram became the #1 source of lead generation for BoHa, driving significant growth for the business. We also used the account to communicate crucial updates related to COVID-19 policies and as a means to transition the community to the new online portal.
Gifs and videos:
To boost engagement and increase visibility, we incorporated the use of gifs and videos into our content strategy. With Instagram algorithms favoring video format, we saw an opportunity to leverage this medium and make our content more compelling.
Maximizing the studio’s reach:
A crucial element of our customer acquisition strategy was harnessing the power of loyal customers and instructors to promote the brand. To achieve this, we developed a branded hashtag “thebohalife” and utilized it consistently across all our marketing, featuring it in studio prompts, and in instructor speeches. We trained our staff to encourage members to share their “#bohamoments” with their friends and engaged them in social media challenges and giveaways. Additionally, we started sharing testimonials and social proof and began featuring students on our page, resulting in increased shares.
Phase 3: PAID ADVERTISING
By utilizing Facebook ads and email marketing, we were able to sell 179 unlimited yoga packages through a custom-designed, high-converting landing page. In just 30 days, these efforts generated $123,796 in customer equity for BoHa. Thanks to our targeted marketing efforts, we successfully converted 16% of leads into paying customers.
Phase 4: GRAPHIC DESIGN
Our team created all printed and digital collateral materials for BoHa including schedules, banners promotional flyers, COVID announcements, and other branded assets.
Phase 5: INCREASING CUSTOMER LIFETIME VALUE (CLV)
As the yoga studio was situated in a relatively small population area, we recognized the importance of maximizing customer lifetime value (CLV) to achieve sustainable growth. To further complicate matters, we also faced competition from other studios popping up in the area, as well as virtual streaming options such as Peloton, Melissa Wood, and P.volve. To increase CLV, we implemented various tactics, such as developing an online platform to replicate the BoHa experience, running email marketing campaigns, and segmenting our customer lists based on their unique needs. By personalizing our communication and offering tailored solutions, we were able to appeal to customers looking for convenience, mental health boosts, social connections, and more. We also opened an online shop that sold high-demand yoga-related products during COVID like home weights, yoga mats, and athleisure items.
Phase 5: REACHING THE LOCAL NEWS OUTLETS
We aimed to shift customers' perceptions towards attending a physical yoga studio during the quarantine period. To achieve this, we collaborated with a PR agency to secure articles and features that highlighted the cleanliness of the studio and positioned it as a safe haven for people looking to reconnect with their routines and with others.
