Client Brief
Amanda Hanna, owner of Posana Transforms a part-time consulting Business into a full-time
When developing a marketing project, it's essential to understand a client's requirements and goals for the project.
Posana Wellness & Yoga
Transform part-time consulting Business into a full-time
In September 2019, the owner of Posana Integrative Wellness, a new start-up business in Calgary, Alberta, had to plan her marketing strategy for expansion. She was planning to transform her part-time consulting services into a full-time integrated health and wellness centre. Her target market was health-conscious consumers who were open to pursuing natural and holistic lifestyle-primarily women aged 35-65 with disposable income. She wanted to find new and innovative marketing ideas. She also needed a detailed marketing plan for her brick-and-mortar expansion in time for the planned September 2020 opening.
Problem statement:
The Calgary retail deficit posed a potential business opportunity: to launch a new brick-and-mortar company during this covid-19.
1) Correct marketing plan for opening up a physical venue.
2) The investment strategy is viable.
Competitive Analysis:
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Prema Health:
Providing basic services like Yoga, reiki and other holistic services.
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Awaken Holistic Health & Wellness Inc,
offering services similar to Posana but it is providing additional services like Chiropractic Care, Physiotherapy and other alternative therapies.
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The Samadhi Tree
is the closest competition and primarily focused on Yoga. It also introduced corporate wellness into its studio offering in-studio and in-house classes by providing different services like raw food and juice bar, reflexology workshops and various wellness treatments.
Target Audience Profile:
Primary： Professional women who looking for balance in their life-mental, physical, nutrition conscious, Aged 40-65, Disposable Income. Who overwhelmed with the workload, looking for an opportunity to take care of their both mental and physical health
Secondary: B2B market, corporate clients. (Pre-bundled packages) and also females in the same age group [40-65]
Consumer Insights: Covid-19，post-pandemic
People who are uncertain of their bodies and their health wish to experience a change in eating habits by strengthening their beliefs in their lives. There are fitness conscious and willing to improve their health and well-being. There are individuals who see fitness and well-being as a new lifestyle, comfort, and social standing. Many businesses are in Lockdown/Shutdown: which is exaggerated because companies failing. More and more employees are struggling with a lot of pressure and becoming more nutrition conscious and health sensitive. Consumers are anxious about their mental health, and Hanna should take this ability to reach them.
Marketing Objectives:
Sales increase sales by 2022.
Added more than 10k followers on Instagram.
Having more than 10k viewers on her webpage.
Increased 5% of its market share.
Communication Objectives:
Build a high degree of awareness in consumer markets by visiting trade shows and local events and raising PR practices prior to the grand opening. Living/business by focusing on their physical workouts and taking healthy nutritious food.
Increase the role of social media to promote the company.
Continue to use "word of mouth" as the best marketing weapon.
Seeking innovative and innovative ways to connect and create a stir for future customers.
Positioning statement:
Posana Integrative Wellness offers a wide variety of holistic dietary consultations, yoga classes, reiki, nature walks and many more for women aged 40-65 who are waiting for a life-altering opportunity to change their fitness and lead a more organic and holistic life. It empowers clients to find a better way to balance life, work and leisure.
Single Most Persuasive message: covid-19
Providing life-changing inclusive wellness to all types of professionals, particularly women, and achieving career success by focusing on their everyday wellbeing and fitness, as well as living a more happy and holistic life in the most natural/organic way.
Brand Character:
Nutrition caring, price sensitive, accessible, health driven.
Creative Strategy:
Appeal – confidence, stress release, Lifestyle, Healthy: to provide an efficient and healthy message that allows consumers to be more optimistic and to prepare for healthy nutrition as part of their lifestyle.
Style/Tone: friendly, knowledgeable and Optimistic: to have a safe and organic way to lead a happy life, a safe and inexpensive career with a positive tone.
Creative Execution:
Slice of Life: have a professional be able to portray everyday meals and wellbeing as a fact of life by problem/solution.
Storytelling: Creating a flow of narrative that exposes a complexity that would really allow consumers to learn.
Testimonies: Providing promising and encouraging achievements by providing relevant scenarios.
Music: play optimistic and yoga-style music as the background music.
Media Strategy
Social Media: Create a #integrativewellness in social media. Highly interact with each people. Respond to their post or tags.
Instagram: have more local fitness influencers to promote Posada’s new service/ more influencers to show the importance of having integrative wellness that Rosana has.
Facebook: having some scientist or mental health doctor post some article regarding the importance of having integrative wellness that posada has.
YouTube: Have a YouTube video about a brief introduction of Posana. Highly interact with each audience
Media Strategy
Posana Logo, Tagline: Boost your integrative wellness. Website design layout keep consistence with logo, partnership with some local fitness center and some organic farm.
Budgets
300,000 CAD