the social media strategy section of the marketing plan

1. Objectives
Club Pilates SoDo and Winter Park have been struggling to fill classes and gain new
customers, even with those who show interest and take a free class. The main objective of this
marketing plan is to increase customers in both the SoDo and Winter Park Club Pilates
locations.
Social Media Strategy
Instagram
The use of hashtags on Instagram is vital; Instagram made the hashtag what it is
today, and in your analytics you can even see how many people see your post due to them.
They increase the views on your post, which increases your likelihood to gain more likes and
followers. Be sure to keep hashtags relevant to the content, as many people even follow
hashtags just to see content that is posted under that specific hashtag.
One of the most important tip for marketing through instagram is the aesthetics.
Pages with a theme or aesthetic tend to do better. Instagram is seen as a “your life but better”
platform as opposed to Twitter, Facebook, or other social medias, so appealing to the “perfect
life” aesthetic of Instagram will be beneficial to Club Pilates.
Location tagging, especially in local businesses, is vital to increasing
audience because your posts will appear under that location, Club Pilates may also want to
consider location tagging under the broader location of “Orlando” as opposed to Downtown or
Winter Park to increase their viewing audience even more.
Club Pilates will also want to utilize all of Instagram’s sharing methods,
this helps their page overall in the Instagram algorithm, consistently posting regularly, posting
IGTV videos, stories, and livestreams.
Fitness pages on Instagram tend to be very successful, as fitness and overall
health and wellness are very popular topics on Instagram due to the “perfection aesthetics.”

2. Club Pilates needs to learn how to use this to their advantage by posting 1-2 times per day on
Instagram at the peak times for their followers according to their analytics which is under the
triple bar in the top right corner > Insights > Audience. Here you can see all your audience
analytics including gender, age, location, and active times.
Facebook
Facebook truly is the platform for locals, you connect with family, friends, and
business you support. Since Club Pilates is a local business, they’ll want to take advantage of
this. Facebooks loves livestreams, it really helps pages in the algorithm overall because it
shows that you’re actively using your platform, especially in a way that Facebook wants you to
use it.
Since Facebook bought out Instagram, linking the two together has never been
easier, so you can share your Instagram posts directly to your Facebook page, encouraging
your audience to follow you on both platforms. Linking both of these together shows Facebook
that you like not just one, but both of their platforms, and this will help Club Pilates overall in
the Facebook algorithm.
Since Facebook is really a place for locals, location tagging is especially
important. Tagging SoDo in Downtown Orlando and Winter Park in Winter Park will increase the
amount of people who live in that area to see your page, and when people tag themselves at
Club Pilates, they can say right there if they recommend it or not, which if used correctly, can
get Club Pilates positive reviews by real members whose friends may want to join, and gain
Club Pilates more customers overall.
Twitter
Along with Instagram, hashtags are also very important on Twitter, but they are
used much more sparingly on Twitter, between one to three hashtags per tweet, but usually
only one. It is vital that your hashtags on Twitter are very relevant to your tweet, especially

3. because you are using so few of them. Twitter is an amazing platform overall to make small
announcements or share daily thoughts with Club Pilates members, and especially good for
holding polls since you can do it within a tweet where it will appear on the feed of your
followers, as opposed to instagram where your audience will only see it if they watch your
story. You can also link your Twitter to your Instagram, so when you post on Instagram, it will
tweet a link directly to your Instagram post, encouraging your followers to engage on multiple
platforms.
Location tagging on Twitter is important to get your tweet out to locals, I would
still suggest location tagging to the more broad Orlando, just to increase the views because
Orlando is much more searched than Downtown or Winter Park, but this is a good thing
because Club Pilates can use the popularity of Orlando to its advantage on social media.