This document summarizes an Instagram workshop for Orange Theory Fitness Williamsburg. It provides tips on optimizing their Instagram profile including converting to a business page, changing their profile picture and handle, developing a consistent brand voice, using targeted hashtags, and posting at optimal times. It also discusses creating client-specific content through before/after photos and Instagram takeovers. General rules discussed are focusing on quality over quantity, using a consistent filter, engaging 80% informational/20% promotional content, and engaging with users.

1. INSTAGRAM WORKSHOP
MEGAN BRADLEY BRAND MANAGEMENT
WILLIAMS
BURG
ORANGE THEORY FITNESS

2. MEGAN BRADLEY BRAND MANAGEMENT
OVERVIEW
A QUICK
Must-dos
Brand Voice
Hashtags
Posting Strategy
Client-Specific Content
Rules of Thumb
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG

3. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
MUST-DOS
THE
CONVERT
Current OTF Wliliamsburg Instagram page is
a personal page -- this is a big mistake.
Convert to a Business Page in your settings
and connect to the OTF Williamsburg
Facebook page. This will give you access to
data, the ability to add a service button on
homepage instead of listing number in bio
(ex. SIGN UP or CALL US), and use ads.
CHANGE
1. Avatar (aka profile pic) is hard to read and
not high quality. Use a white background,
OTF logo and the word WILLIAMSBURG
below. Keep it simple and clean.
2. Handle to something more easily-
discoverable (like @OTFWilliamsburg)
In order to optimize your profiles in
a way that A) Solidifies your brand on
Instagram and B) Gives your internal
team access to the tools and data
necessary to analyze and refine
strategy, the following changes
must happen:

4. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
BRAND VOICE
FIND YOUR
The captions can bring a whole new meaning to a photo, but a lot of OTF
captions read like an individual person is posting, not the brand. What is
the voice of your company as a whole ? How can you use that and make it
uniquely-OTF Williamsburg?
Look at marketing materials, website copy, sales pitches, etc for
inspiration!

5. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
BRAND VOICE
HOW TO FIND YOUR
What three words best describe Orange Theory Fitness?
Example brand “Playful. Supportive. Funny"
Now how can you make that unique to Williamsburg and your client base?
Example brand “[Playful] Our neighborhood is our jungle-gym. [Supportive] All of our client journey's are
unique and achievements incredible. [Funny] We take what we do seriously, but never ourselves”
Now how can you turn that into a consistent brand voice?
Example brand is funny, youthful, and empowering in their content. They use humor and support to drive
connections with their young user base”

6. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
HASHTAGS
BRAND-SPECIFIC
#OTF
1.1 million instagram posts
#OTFNATION
Almost 50k Instagram posts
#ORANGETHEORYFITNESS
201k Instagram posts
Hashtags should be used in EVERY post as a
separate comment. Currently, you're using
about half a dozen OTF-specific hashtags in
your posts. This is TOO MANY. You're diluting
your visibility and spreading things out too thin.
All OTF locations, but for now, all OTF BK
locations need to get on the same page and use
one or two brand-specific hashtags. Once
you've picked the right ones, use them
everywhere (in real life too). In the gym, on new-
member materials, OTF employee Instas, etc.
#SPLATPOINTS
#ORANGEZONE
28k Instagram posts
8.5k Instagram posts
#ORANGETHEORYBROOKLYN
#OTFBROOKLYN
702 Instagram posts
694 Instagram posts

7. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
MUST-USE POPULAR HASHTAGS FOR OTF WILLIAMSBURG
#gethealthy #healthylife #cardio #fitfam
#fitlife #fitness #fitnessaddict #getoutside
#getstrong #gymlife #gymtime
#nopainnogain #gains #sweat #workout
#fitspo #fitnessmotivation #getfit #goalsetting
#youcandoit #fitnessgoals #trainhard
#noexcuses #brooklyn #nyc #williamsburg
#bk #runbrooklyn

8. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
POSTING STRATEGY
ALL-AROUND BEST POSTING TIMES:
During the workday: M-F 11am-1pm
After hours: M-F 7-9pm
Important posts (event announcements, studio updates, anything your current client base would
really WANT to know and info that would drive potential clients to you) should be left for
WEEKDAYS (ideally Mondays)
Wednesdays and Thursdays tend to drive the most engagement (likes, comments, re-posts)
AVOID
-Sunday for important posts
-3pm, any day
Use free tools
like Later or
Hootsuite to
schedule your
posts ahead of
time

9. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
POSTS
CLIENT-SPECIFIC
Spotlighting current, new, or popular clients is an easy way to get tons of organic engagement and
attention, if you do it right. Let's face the facts: Instagram is an extremely visual platform -- people
want to see beautiful images, especially when you're selling a fitness lifestyle, If you're going to use
people, use good-looking ones or at the very least, great lighting (aka not in the studio).
Great ways to spotlight clients:
Before and After shots
-- i.e. Client comes in wanting to get the perfect body for her wedding. Snap a pic of her before or after her
first OTF class, then use a pic of her on her wedding day. (**with permission**)
Client/Instructor Instagram Takeover
-- Have most popular (meaning biggest following on Instagram) clients or instructors TAKEOVER
Instagram for the day

10. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
RULESALWAYS FOLLOW THESE
QUALITY NOT QUANTITY
Spend more time creating beautiful, on-
brand images than pumping out tons of
content.
CONSISTENCY IS KEY
Chose ONE FILTER and stick to it.
Whether that’s an Insta filter or one
from an editing app, you want a
consistent theme running throughout
your page, especially since you’re all
taking these photos from your phone.
THE 80/20 RULE
80% of content should be
informational/educational/entertaining and
20% should be promotional.
You are selling a LIFESTYLE not a SERVICE. You
want to A) Not give all the honey away for free
by showing the inside of the studio in all your
posts and B) create a sense of wonder — if
these people look this great out and about in
Brooklyn wearing this OTF gear, having fun and
being fit — I wonder how they got there?

11. MEGAN BRADLEY BRAND MANAGEMENT
INSTAGRAM WORKSHOP -- OTF WILLIAMSBURG
RULESALWAYS FOLLOW THESE
ENGAGE
Ask questions in captions, encourage
users to share their fitness journey or
favorite OTF instructor using a specific
hashtag, etc. Respond to and/or like
comments from users.
Once you've converted your Insta
account to a Business page, you'll be
able to access more info about your
followers. Pay attenton to those with
the largest following and try to utilize
their visibility, whether thats through
Instagram Takeovers or featuring them
in a post.
KEEP TRACK OF
YOUR FOLLOWING
TAG TAG TAG!
Tag any users/local
businesses/instuctors, etc in every post,
both within the photo AND in the
caption.