CLIENT

Culture Fitness

SERVICES

Design Research
Strategic Design
Campaign Mapping
Creative Direction
Campaign Design

METHODS & TOOLS

Persona building
Mind mapping
Market Analysis
Assumption testing
Visualization
Concept development

PROBLEM

This elite private training gym in the Chelsea neighborhood of Manhattan needed to drive client sign-ups.

PROCESS

In our learning stage, we engaged in both primary and secondary research. Through this, we identified the demographics of the local neighborhood and which buildings would be ideal targets. We also engaged in ethnographic research on customers of local private training gyms. This work led us to identify an ideal time frame, targets, and a method to reach those targets. An outreach program involving a direct mail campaign along with some direct selling techniques was chosen. We worked with the client to establish a budget for this work and subsequently engaged in tactic development.