Created by UGA students in Talking Dog, our student-run advertising agency.

2. THE TEAM ............................................................... p. 3
EXECUTIVE SUMMARY ........................................ p. 4
PROBLEM ............................................................... p. 6
STRATEGY .............................................................. p. 7
PHASE ONE ........................................................... p. 9
THE FACELIFT .......................................................... p. 10
THE DIRTY WORK ................................................... p. 16
THE CONVERSATION ............................................ p. 18
THE BASE ................................................................ p. 23
PHASE TWO .......................................................... p. 27
LET THEM EAT CAKE ............................................... p. 28
USE THEIR WORDS ................................................. p. 29
INVEST IN THE FUTURE ........................................... p. 30
GET THEM TALKING ............................................... p. 31
PROMOTIONAL PERKS ........................................... p. 33
RESULTS ................................................................. p. 34
METRICS ................................................................. p. 35
CONCLUSION ....................................................... p. 37

3. DIANA SOLOAGA
account executive
CAROLINE YOUNGS
social media strategist
EMILY SCHOONE
copy writer
LAINEY FELSENTHALL
strategic planner
REILLY MEGEE
art director
WILSON WOOD
assistant account executive
THE TEAM
p. 3

4. EXECUTIVE
SUMMARY

5. EXECUTIVE SUMMARY
All Body Studio is a local Athens Yoga and Pilates studio that has found its roots in the trendy and well-known Bottleworks area. The minute
we walked into the studio, the sense of peace, clarity, and strength was unavoidable. The instructors care and know each client and welcome
new students with open arms. We wanted to help them build a presence in the Athens community to attract a range of new clients who want
to regularly exercise their bodies and strengthen their minds. Despite strong competition and the potential for diverse clientele, we laid a
foundation for All Body Studio to continue to grow in new business and brand awareness.
PROBLEM
All Body Studio faced low awareness and low regular clientele as a new studio. Additionally, the highly specialized services and unique training
opportunities came at higher prices that marginalized college students, as well as negatively impacting their perception of Pilates as a viable
fitness option.
SOLUTION
Our objectives included growing All Body Studio’s social media platforms to increa followers so that people in Athens are exposed to its’ services
and upcoming events. The new visual identity gives our followers an inside look into the day-to-day happenings at the studio and emphasize the
welcoming and inspirational environment. Launching this identity into increased digital and promotional presences communicates the clarity
and energy behind the pilates practice.
RESULTS
We successfully increased brand awareness through launching and increasing a social media presence and improving the overall digital
experience. Through consistent engagement on Instagram and Facebook, All Body Studio gained 8 new regular clients since December and
many new class attendees who used “bring a friend” punch cards and redeemed class giveaways from the Birthday Bash event.
p. 5

6. ATHENS, WE HAVE A PROBLEM.
Athens is home to many studios and fitness centers. But you don’t have to go inside one of them to know that Athens is active - Milledge Avenue,
Price Avenue, and the inner sidewalks of campus are littered with runners and bikers 365 days a year. We want Athens to know that there’s a new
pilates studio in town that advocates for their overall health in addition to a fit, toned body. With little to no social media presence, a higher-level
price tag, and many competitors vying for the attention of students and residents alike, ABS had to find a gap that hadn’t yet been filled.
p. 6

7. STRATEGY

8. STRATEGY
After pinpointing ABS’s initial weakness-- awareness-- we launched an in-depth revamp of the ABS brand. First, we needed to create a uniformed,
eye-catching brand. We established a color scheme, theme, and font to ensure our brand would be distinct and appealing. After transferring
this identity to the website and social media outlets, we were ready to show off ABS to the city of Athens. We threw an open house/one year
anniversary party filled with sample classes and local food, reached out to the sororities on UGA’s campus offering prizes and free classes, and
developed a marketing campaign that would show Athenians that ABS is part of the community.
p. 8

9. INHALEphase one: redefining the brand

10. In the original brand identity, we were concerned that there was a gap
between the white, modern walls of the studio and archaic influences in
the logo. The logo’s turquoise background, calligraphy-style font, and stock
image crowded the website and promotional materials; it had too many
elements that attempted to communicate the studio’s services and was
essentially the only piece of the brand’s visual identity. Therefore, there
was no opportunity left to include other elements about the brand, both
conceptually and spatially.
THE FACELIFT
VISUAL IDENTITY
p. 10

11. Inspired by the idea of strength in simplicity, we pared
down the logo and added some new, bold colors to the
original turquoise. We substituted angles for curves,
lines for circles, and stock photos for images of real
clients and instructors. Some photos were edited to
retain the monochrome of the previous imagery, but
executed in a cleaner and more uniform way. Our
secondary visual element, the bold white latis, is a
versatile addition to social and promotional materials.
From business cards to class schedules, ABS now puts
an energetic, fresh, and modern foot forward.
ORIGINAL LOGO
UPDATED LOGO
LOGO
p. 11

13. p. 13

14. p. 14

15. The class schedule is updated monthly, distributed frequently, and often the first interaction Athenians have with the studio. We added the
same energetic brand feel to the page, and distributed them amongst the locals’ favorite spots each time it changed.
CLASS SCHEDULES
p. 15

16. To keep up with the modern, simplistic vibes the visual branding communicates,
we dug into founder Heather Lawton’s vision for her business find a position that
communicates her brand just as strongly. We gathered survey and ethnographic
insights to come up with something both unique and inspiring: ABS elevates
wellness.
THE DIRTY WORK
RESEARCH
p. 16

17. SURVEY RESULTS
WHAT IS ALL BODY STUDIO?
COMMUNITY
YOGA
ART
CORE
WELLNESS
PILATES
MIND
PRECISION
BALANCE
FITNESS
RELATIONSHIPS
RECOVERY
LIFESTYLE
PHYSICAL
STRENGTH
INSIGHTS
Through our survey method we gained valuable insights that were considered when interacting with our target audience of college students.
According to our survey results, 67% of respondents did not want to pay for an exercise class and another 28% are only willing to pay $10-15 per
class. To attract those unable or unwilling to pay $10-15 per class, community classes were established to peak interest, establish routine, and
ultimately change behavior.
p. 17

18. ABS is your is your one-stop resource in setting and accomplishing your wellness
goals. With this approach, we got the studio’s energetic brand and message out on
social media and drastically increased the number of followers. We generated more
social and website content, hosted social media contests, wrote informational blog
posts geared towards those new to the practice, and even came up with a snapchat
filter. After all, who doesn’t send a post-workout sweaty snap to all their friends?
THE CONVERSATION
SOCIAL MEDIA
p. 18

19. +1649%
The aesthetic of the revamped social media platforms reflects the calm and inspirational environment of the studio itself. Clean lines, cool color
tones, and dynamic photography offer a snapshot of the experience of the studio itself.
p. 19

20. PINTEREST
+45
Pinterest is a large part of the pilates and
yoga culture and we started our own boards
with lifestyle, wellness, and practice tips.
p. 20

21. TWITTER
FACEBOOK
+1349%
+9%
p. 21

22. SNAPCHAT GEOTAG
Now that snapchat has user-generated filter capabilities, ABS can easily have its own custom geofilter. We incorporated the playful geometric
visuals with the name so those who include it in their snap stories will quickly gather impressions for the brand.
p. 22

23. A website is more than informational; it’s an immersive experience that captures
the essence of the ABS brand and sets the client on a journey to experience it.
We started with synchronized headshots of instructors, studio photos, and a
mission statement. From there, we re-organized information, communicated
the new positioning strategy in the header, wrote an adaptive athlete page and
more concise class descriptions, and added the schedule and pricing structure.
This particular change has increased website traffic since the class and pricing
options were previously printed on a card each month. These pages receive more
than 30% of the website’s traffic and is expected to increase as online registration
directly from the website becomes available.
THE BASE
WEBSITE REVAMP
p. 23

24. WEBSITE REVAMP
p. 24

25. INSTRUCTOR HEADSHOTSft.
p. 25

26. STUDIO PHOTOS
We want clients and potential clients alike to get the same message about ABS and its space. Camera in hand, we infiltrated a few peaceful yoga
classes to capture instructors, clients, and events. Now, the studio and instructors are just as accessible to the clients online as they are off it.
p. 26

27. EXHALEphase two: strategic executions

28. LET THEM
EAT CAKE
To celebrate ABS’s first year on the block, we did what
anyone would do: throw a birthday bash. Local artists
are an extension of the studio as their work lines the
walls, so it was fitting that we invite local vendors to
provide snacks and prizes to attendees. Instructors
taught short versions of classes and held raffles for free
ones in between. Seeing as the cake was gone and class
coupons were brought back, we’d say it was a success.
p. 28

29. It’s hard to beat word-of-mouth advertising when it
comes to exercise experiences. With all the choices
in Athens, we need real clients with real stories
advocating for the power of pilates, which is why
we recommend a brand ambassador program. A
brand ambassador is a regular client, excited about
what yoga and/or pilates has taught them about their
bodies, and wants to shout about it from the Athens
rooftops.Ambassadorsofanyagewillreceivebranded
materials and can receive a free month of classes if
they bring 5+ people to the studio each month.
USE THEIR
WORDS
p. 29

30. Almost 25% of the University of Georgia’s students are
involved in Greek Life. Within this close knit network,
sororities are a great source for future clientele.
Many of the girls have similar interests, are open
to new activities, and already have close friends to
with whom they attend events. It is very common for
sororities to host household events such as “A Pledge
Class Yoga Class” or “A [sorority’s name] Zumba Class”
which ABS could certainly offer. Greek houses along
Milledge Avenue are close to the studio and most
already require that their members attend a weekly
meeting. Members may be willing to schedule a class
or two while they’re already out with their friends.
INVEST IN
THE FUTURE
p. 30

31. We also want ABS to make it’s way into the Instagram posts of Athens, so we want ABS to get a little green. Using a special moss paint, we can “paint”
on the sides of brick buildings around the downtown Athens area. Messages like “love yourself” and “just breathe” will be universal enough to garner
attention, but will ultimately represent a hub of pilates experts located just down the road.
GET THEM TALKING
p. 31

32. Not only did ABS make their way into people’s social media feeds, but it also will make its way right in front of their faces. To grab the attention
of runners and walkers, we designed small, sturdy, and sassy flags to place along The Greenway and Prince Avenue. Each set will ask the runner
questions as they make their way down a sidewalk, ultimately ending on a flat that tells them to spice up their exercise routine.
p. 32

33. Sometimes you’re hot, and sometimes you’re cold. Whatever you need after your workout, these branded microgel packs will help your muscles relax
after a sweaty studio session and help you recover to go back for more.
PROMOTIONAL PERKS
p. 33

34. results/impact title
FINAL STRETCHresults

35. RESULTS
INCREASE IN FOLLOWERS
1649%
INSTAGRAM
4500%
PINTEREST
1349%
TWITTER
9%
FACEBOOK
p. 35

36. RESULTS
WEBSITE METRICS
Since the start of the redesign in November, we have seen pageviews
double from the previous year. With an average of 400 visits and
1.3k pageviews each month, we have significantly increased brand
visibility in the span of five months.
OPEN HOUSE METRICS
ABS’s first birthday brought in new and old faces; 75 members of the community came through the doors to sample local food and mini studio classes. We
gave out 60 free class passes, 41% of which have already been redeemed. And, 100% of the cake was eaten, so we think it was a success.
FACEBOOK METRICS
Total Reach Reactions, Comments, and Shares
p. 36

37. FINAL STRETCH
Ultimately, this campaign established a position for ABS in the market and got more clients in the door. We were able to show our client the
value of a brand, messaging, and identity instead of solely relying on word-of-mouth. ABS has established roots to grow and shape itself and
others’ perspective on balancing the mind and body. The All Body lifestyle will not only be recognizable within the Athens fitness community,
but will contribute to the body of growing and diverse culture this city has to offer.
p. 37