2. 1
Tableof Contents
1.0 EXECUTIVE SUMMARY ...................................................................................................................................................2
2.0 SITUATIONAL ANALYSIS.................................................................................................................................................3
2.1 WINTER PARK & SODO OVERVIEW ..................................................................................................................................3
2.2 SWOT............................................................................................................................................................................3
2.3 TARGET MARKET & PERSONAS .........................................................................................................................................4
2.4 COMPETITORS..................................................................................................................................................................5
2.5 LOCAL DEMOGRAPHICS....................................................................................................................................................6
2.6 CURRENT PROMOTION.....................................................................................................................................................6
3.0 EDUCATION PROCESS.....................................................................................................................................................7
3.1 INITIAL CONTACT..............................................................................................................................................................7
3.2 INTRODUCTORY CLASS......................................................................................................................................................8
3.3 EDUCATE & RETAIN .........................................................................................................................................................8
4.0 SOCIAL MEDIA STRATEGIES...........................................................................................................................................8
4.1 UNIVERSAL TACTICS (LINK TREE).......................................................................................................................................8
4.2 FACEBOOK GROUP PAGES ................................................................................................................................................9
4.3 INSTAGRAM.....................................................................................................................................................................9
4.3.1 Posts ........................................................................................................................................................................9
4.3.2 Reels.......................................................................................................................................................................10
4.4 TWITTER ALERTS ............................................................................................................................................................10
4.5 TIK TOK .........................................................................................................................................................................10
5.0 PERSON-TO-PERSON.....................................................................................................................................................11
5.1 MAIN STREET DISTRICTS.................................................................................................................................................11
5.2 INSTRUCTOR ADVOCACY.................................................................................................................................................11
5.3 MEMBER REFERRALS......................................................................................................................................................12
6.0 REFERENCES....................................................................................................................................................................13
7.0 APPENDICES....................................................................................................................................................................16
3. 2
1.0 Executive Summary
Club Pilates in Winter Park and SoDo (south of downtown Orlando) are owned by Christine
Goldman. Both locations are staffed with certified trainers and specialize in reform group
Pilates. The target market at Winter Park and SoDo are adults 39 to 65 years old and care about
strengthening their core as well as posture, alignment, how they feel. The client is interested in
improving the lead generation and conversion rates and this marketing plan will explain how
that can be achieved through Education, social media strategies, and person-to-person tactics.
To improve lead conversion rate, the initial contact with a lead will be via text and telephone
call. A more direct approach to qualify the lead, educate and answer their questions, and set
expectations for the introductory class. Since it typically takes 10 classes to fully understand
what they are doing, the education process also details ways education will improve retention
and lower lead generation cost.
Currently, Club Pilates Winter Park and SoDo acquire leads from Google and Facebook. Social
media Strategies discuss increasing the brand’s reach to platforms that have the same target
market. Universal tactics alongside video content on Tik Tok, Twitter, and Instagram Post &
Reels will increase membership engagement and retention.
Person-to-person propose participating in main street events (SoDo only) and b2b partnership
(SoDo & Winter park) to build trust with the people of the community. An instructor advocacy
program to incentivize, train, and reward the staff for recruiting. Finally, a member referral
program that motivate members to refer friends and family as their workout buddy. If these
tactics are applied as instructed, Lead acquisition cost will decrease, and conversion rate will
improve.
4. 3
2.0 Situational Analysis
2.1 Winter Park & SoDo Overview
Currently Christine Goldman has two Club Pilates Locations. The first studio is located at
1222 N Orange Ave Ste. B, Winter Park, FL 32789. This studio is in a great location as it is
near plenty of restaurants and coffee shops but has more competition close by. The
32789 area also caters very well to Christine’s target market which falls between young
adults to seniors ages 39-65.
The second location is located at 3123 S Orange Ave. #103, Orlando FL 32806. The
studio is around 10 minutes from downtown Orlando and near plenty of shopping and
restaurants. This location offers a more updated downtown atmosphere with new
residential construction. Also, the SoDo location has less boutique style membership
competitors compared to the Winter Park location.
2.2 SWOT
This SWOT Analysis is provided to show the strengths, weaknesses, opportunities, and
threats for the two Club Pilates locations.
STRENGTHS
One of the main standouts of Club Pilates is the reformer machines offered. Different
than your normal Pilates mat class, reformer machines are great for people recovering
from an injury or those wanting to home in on core movements and isolate different
muscles that traditional mat Pilates cannot offer (Mansour, S. 2020). The Winter Park
and SoDo locations have very knowledgeable and qualified trainers who have “more
training hours across more disciplines than industry standard.” Smaller class sizes open
up the opportunity for more individual attention (Club Pilates Home Page).
WEAKNESSES
Currently the Winter Park and SoDo locations have a great presence on Facebook and
Instagram but are underdeveloped on other platforms such as Twitter and Tik Tok.
According to Statista 26 percent of all users on twitter are 30-49 years of age (Clement,
J. 2020). This offers a great opportunity to expand and reach more people in the primary
target market group. Another area of weakness is the sales process of acquiring new
members to join the studio. Focusing on improving the initial contact, introductory class,
and the education process could improve new member acquisition and retention.
5. 4
OPPORTUNITIES
With summer seeing a drop off in new memberships creating a summer package would
be a great opportunity to bring in new customers or even retain customers that may
cancel or book fewer sessions during this season. Currently the Winter Park and SoDo
locations have a great presence on Facebook and the inclusion of adding a groups page
would allow for more community engagement between customers, trainers, and
Christine herself. This would also be a great opportunity to gain more followers as
members can invite others to join the group which would allow them to learn more
about the classes and what the two studios offer.
THREATS
Currently one of the major threats would be the competition located near the Winter
Park and SoDo studios. Right now, the Winter Park location has three main competitors
within a three-mile radius. These competitors include Matworkz, Barre3, and The Bar
Method. While the SoDo location really only has one main competitor which is The
Pilates Loft. Another threat would be the ongoing pandemic and the repercussions we
see from it. With new social distancing measures and the target market of adults ages
39-65 being more cautious, a decline in attendance is possible.
2.3 Target Market & Personas
According to information gathered during the client interview, Club Pilates SoDo and
Winter Park’s typical customers ranges from young adults to seniors ages 39 – 65. These
are people that aren’t just looking for an all-out workout but rather a less intimidating
environment to exercise with personalized attention.
The customer personas attached will explain who these customers are with a bit more
insight into how they live and what they need.
What I am & What I do What I believe in What I admire
Meredith Parker
44 years old
Mother & Wife
Downtown Orlando
Director of Nursing
Income: $80K-$90K per Year
Music
Reading
vacation with love ones
People who lead peaceful
lives
Kaitlyn Preston
50 years old
Wife
Orlando
MD
Gardening
Reading
Tending the Earth
Helpful, not hurtful exercise
6. 5
Income: $150K per year
Justin Boyd
26 years old
Winter Park
Single
Healthy lifestyle
Physical activity
Relationships
Ac active and healthful
lifestyle
Barbara
60 years old
Wife
Retiree
Family
Grandkids
And husband (Norm)
Seniors who are active
2.4 Competitors
In the Winter Park area Club Pilates has three main competitors: Matworkz Pilates,
barre3, and The Bar Method. When it comes to the SODO location the only other
competition would include the Pilates Loft. Let’s take a deeper look into the
competitors.
Matworkz- Within 1 mile of the Winter Park location Matworkz is the closest
competitor. MatWorkz focuses on awareness, education, and community. Matworkz
offers three main services: Pilates, including reformer Pilates, massages, and gyrotonic.
According to Matworkz they are one of the only places in the central Florida area to
offer gyrotonic. “The gyrotonic expansion systemoffers a unique approach to fitness as
it improves your ease of motion and enhances your strength. They offer $45 intro
sessions and one-time classes are $30. The gyrotonic classes are $85 for a single class
(Fees & Schedule).
Barre3- Within 1 mile of the Winter Park location Barre3 focusses on Increasing your
strength, reducing stress, improving balance, and building a mind-body connection.
According to Barre3 each 60-minute class includes strength conditioning, cardio, and
mindfulness. Barre3 has a strong focus on “teaching you to empowered from within by
encouraging you to shift you focus from how you look to how you feel. Barre 3 is also
heavily focused on delivering online workouts. Currently they are offering a 15-day free
trial. After the trial expires it costs $29 per month. The subscription includes unlimited
access to hundreds of online workouts, progress tracking within app, curated
collections, and advanced filtering (About Us).
The Bar Method- Located 1.2 miles from the Winter Park location is The Bar Method.
Here they focus on providing a safe, challenging and graceful workout. The class is
designed to start “with a warm-up, upper-body exercises and push-ups in the middle of
the room, followed by a sequence of leg and seat work at the barre and core exercises
on the floor. According to The Bare method their signature technique is the fastest and
most efficient way to reshape the body. This technique was created under the guidance
7. 6
of physical therapists to ensure it is safe and effective for all students including those
with physical limitations and injuries. They offer 4 different classes which include Bar
method, Bar advanced, Bar move, and Bar restore. They offer a new client intro with
two weeks of unlimited classes for $45. Single classes are $25 per class. They offer a
summer two month special for $189. They also offer an online program which is slightly
different. You get a 14-day free trial to start but the price is not listed on the website for
how much it costs after the free trial (The Workout).
The Pilates Loft- Located 3 miles from the SoDo location is the Pilates Loft. At The Pilates
Loft they aimto “provide authentic Pilates instruction based on the principles set forth
by Joseph Pilates, enabling our clients to reshape their body and stimulate their mind.
Currently they offer online classes via zoom and walk in classes are $18 a class (About
Pilates.)
2.5 Local Demographics
Currently the 32789 Winter Park location has a population of 32,391 people. Around
76% of the population are adults and 19% are considered seniors or 60 plus years of
age. The Winter Park area is fairly wealthy with the average household income coming
In at around $143,537 (Winter Park).
Currently the 32792 SoDo location has a population of 46,914 people. Around 70% of
the population are adults with the median age being 34. This area has a great number of
people in their late 20s to early 40s while the number of families is extremely small. The
SoDo area is not as wealthy coming in at a $40,137 average household income (SoDo
Orlando Demographics).
2.6 Current Promotion
Currently Christine operates Facebook, Instagram, and twitter social accounts for the
Winter Park and SoDo studios. These social platforms are such a great way to connect
with your target market on a more personal level than just the corporate website. The
corporate website of Club Pilates offers a free intro class. You can visit
clubpilates.com/offers to find the studio closest to you and sign up for your free intro
class. Also, With more states re-opening, studios and gyms are getting the all clear to re-
open their doors. This would be a great time to capitalize on how gyms and studios are
re-opening safely and really push for the initial contact for getting new and existing
customers to return (Blufish).
8. 7
3.0 Education Process
3.1 Initial Contact
In the interview with the client, it became clear that one of the biggest challenges was
not knowing why a prospective member would fail to sign up. Prospects would leave
without offering a reason or without further discussion. Research shows that lead
conversion can be increased by improving lead response time and information gathering
during initial contact with the lead (Oldroyd et al, 2011). The clubs would benefit from
knowing as much as possible about a prospective member before they ever walk
through the door for an introductory class.
Lead response time can make or break a company and a good first impression can be
the difference between Meredith Parker (the 44 year old persona who likes to read and
listen to music)going from booking an introductory class on club Pilates website to
showing up ready to sign up as a member. She’s a mother and a wife who admire
people that live peaceful lives. A phone call from a sales rep gives Club Pilates the ability
to humanize that lead, have a conversation and turn them into a prospect because
“until they engage with the sales reps, leads are basically strangers on your mailing list”
(Dhawan, 2019).
An article from Harvard Business Review confirmed a lead response management study
that “proved companies who contacted their leads within an hour were 7 times more
likely to qualify the lead, than companies who contacted leads an hour later; and 60
times more, than companies that waited 24 hours or longer (Oldroyd et al., 2011).
Research also show that neighboring fitness studios like Club Pilates Oviedo contact
their leads within 24 hours through phone call, text, and email. In fact, they contacted
one lead was contacted 5 times within 48 hours until contact was made. A text message
is sent with an hour after an introductory class request from their website and phone
calls began coming in within 3-5 hours. It’s persistency and these personal touches
that’ll help get a busy mother and executive of nurse like Meredith on the phone and in
for a class faster.
Once a lead is received, direct contact by a sales representative should happen
immediately to provide information and expectations for the introductory class, answer
any lingering questions, and to gather information about the lead. Personal details
gathered during this process will be used to create a more fitting introductory class and
9. 8
3.2 Introductory Class
While the Reformer method offers great benefits such as control and stability, it does
take multiple sessions to fully understand how to do the exercises correctly, making it
difficult to for a prospect to make an immediate commitment.
However, when a sales rep immediately calls on the lead and create a connection
beyond the usual text notification, information is gathered about the prospect that
should be used to create a better body/goal specific introductory class.
No more one-size fits all introduction classes! Club Pilates trainers (Winter Park and
SoDo) can utilize lifestyle information, exercise goals/history, and other information
gathered from the initial contact to create an introduction group classes that’s closer to
the customer’s exercise/body type or goal.
3.3 Educate & Retain
This section will focus on retention through education because “every year, the average
health club will lose 40% of its members” (Weller, 2019) and as mentioned in the
previous section; most people need a minimum of 10 sessions to understand or do
Pilates exercises correctly but aren’t sticking around long enough to experience that
success.
In order to reduce walk outs and improve retention it’s important to have a more
dynamic continue education process in place. Kaitlyn Preston would enjoy learning
about the different classes offered at Club Pilates to aid in figuring which class would be
must helpful and less hurtful to her liking.
$109 - $229 per month can be intimidating to newcomers at first glance. By the time
they’ve interacted with a trainer or sales rep during the initial contact, received an
introductory session to try it firsthand, and ask questions, an introductory package
would keep the customer around and give Club Pilates more time with that individual.
According to the International Health, Racquet & Sport Club Association (IHRSA), the
average health club will lose 40% of its members every year (Weller, 2019). Having less
attrition can fast track the client’s goal of building and selling the business.
4.0 Social Media Strategies
4.1 Universal Tactics (Link Tree)
What is Link Tree and what does it offer? Link Tree is a separate site that lets one link
different pages or sites on one’s website or another site linktree.com. This can be
10. 9
extremely useful on Instagram for example because if one doesn’t have thousands of
followers, Instagram won’t allow the posting of clickable links in posts or stories. This
Link Tree would be a great place to direct new potential customers to the “about” page,
class levels & offerings, education, promotions, and other social media platforms
(Fitzgibbon, S. 2019).
4.2 Facebook Group Pages
Adding a Facebook group page for the Winter Park location will help improve the
knowledge of that location in particular. This idea can also be beneficial to the other
Club Pilates locations. The group will connect people with the same interests in the
Winter Park area. Focusing on the Winter Park location for Club Pilates in particular. The
Facebook page is like a profile but focuses on a particular business and builds fan
communities. Facebook pages are a direct line to customers. Customers that are a part
of a Facebook group page are interested in the business and talking about it, so they
want to share your posts on purpose. A Facebook page is a great way to keep your
customers updated (McLachlan, S. 2020). It’s great to have your loyal customers
communicating on the same page. As of February 2020 Facebook, has 2.5 Billion users
total. (Parkinson, J 2020) The number of daily users is 1.66 billion. Making a Facebook
group page cost $0, so it’s free marketing for your business. This can save money for
Club Pilates Winter Park and put it toward something more beneficial to the business.
This is a great idea for the SoDo location also because they have even less members
than the Winter Park location. Middle age people and older people love to use Facebook
and Club Pilates Winter Park’s target market ranges is 39-65-year olds.
4.3 Instagram
4.3.1 Posts
The Winter Park location could use more followers. Using more hashtags and
tagging more Instagram users can boost views. The Winter Park location uses
hashtags in most posts but not all their photos. They use 4-5 hashtags on a post.
It’s recommended to use 15-20 hashtags (Herman, J. 2019). Hashtags allows your
photos to show up in searches for your target audience to see and for other users
to find your content. You can use up to 30 hashtags at most. Use the most
popular hashtag on your post. Type in a hashtag in the sear bar to see how
popular it is. Club Pilates Winter Park can triple their hashtags to see more
activity. Our Persona Justin would react to the hashtags and tagging the most
because of his age. Justin is 29 years old and the target market for Instagram is
18-35 years old.
11. 10
4.3.2 Reels
Reels show 15 second videos that can become popular on your Instagram page.
Very similar to TikTok. This can help draw attention to users. There is also a tools
section for editing. Club Pilates Winter Park can use reels to show off their
products. Especially new products. This location can also use Instagram reels to
show behind the scenes footage of the company. Doing this shows customers you
don’t have anything to hide which makes the customers comfortable with the
business. Eighty-nine percent of marketers say Instagram is crucial to their
marketing strategy (Miller, L. 2020).
4.4 Twitter Alerts
Sending out Twitter alerts can help gain more followers and attention to the page.
Twitter alerts are a new way to send out important and accurate information to users.
Twitter is a great way for marketing. Twitter alerts can boost customer service and
recognition for Club Pilates. Sending out alerts to your followers show that your
customer cares. Posting tweets with photos get 150% retweets. Twitter followers that
follow a company are more than likely to visit their company website. Using friendly
content/words in your post can show that you are a real person and nobody like a
robot. Use different words and emojis so it’s different and exciting every post. Twitter
has only 280 characters so choose the words wisely (Cyca, M. 2020).
4.5 Tik Tok
Club Pilates Winter Park does not have a TikTok account. Yet. Just like Instagram Tik Tok
is a fun place to watch dance and workout videos. TikTok is particularly famous for
workout and dance videos. Fifteen second videos easy to upload and watch, another
way of marketing for Club Pilates. On TikTok you can find many exercise videos and tips.
Including workout videos, healthy food recipes and healthy mental and physical care.
TikTok is the sixth largest social network. TikTok has 800 million monthly active users
and continues to grow (Katie, S. 2020). In America there is already 100 million active
users on TikTok as of August 2020.It’s the number one downloaded app of 2020. TikTok
is the top non-game app downloaded in America in 2019, and Microsoft is currently
trying to buy TikTok and which will strengthen its American presence (The New York
times, 2020).
12. 11
5.0 Person-to-Person
5.1 Main Street Districts
SoDo main street district seamlessly integrates retailers & restaurants (~ 370,000 SF)
alongside luxury residential (300 units), and office space (75,000 SF). With 7,000
residential units, more than 2 million square feet of office space, and close to 1 million
square feet of retail space currently under development according to North American
Properties (2018).
Orlando will rank 4th in the United States for new housing development by 2030 and
Club Pilates SoDo could capitalize on that growth through community event
involvement and B2B partnerships.
The SoDo district has community events 3-4 times per month filled with potential
clients. People like Meredith, Kaitlyn, and Barbara have been living in that community
for years and would prefer going to shops and stores in their neighborhood than drive
10-15 minutes to go elsewhere.
Taking part in events within the community one work or lives in does not only raise
awareness for your business. It’s another way to create trust immediately as a leader
and member of that community. Making potential customers in your community more
approachable and willing to hear what you have to say.
5.2 Instructor Advocacy
Every Club Pilates trainer has a minimum of 500 hours toward their certification. Some
received their certification at the Winter Park or SoDo location, and others came already
certified. Thus, every single trainer is a qualified brand ambassador for club Pilates with
enough product and industry knowledge to speak, advertise, or promote their work.
To get the most out of this process, the trainers need additional sales training on how to
generate leads, understanding the customer’s journey, referral process and other sales
process & tactics along with a reward systemto incentivize the brand ambassadors.
Create a cash rewards program that will pay the trainers for each referral/recruit they
bring in, or that joins after they teach an introductory class, creating an opportunity for
another income stream for instructors who wish to take advantage
13. 12
5.3 Member Referrals
A lot of work and manpower is poured into generating leads and signing them up as
members. Rather than continuously paying for lead generation, current members could
also help. Someone that’s been a member for years and really enjoys the workout and
see the benefits of Club Pilates will be a great advocate. He or she is more likely or
willing to refer a friend or family member.
According to Forbes, word of mouth marketing is the most valuable form of marketing
because 92% of consumers believe recommendations from friends and family over
other forms of advertisement (Whitler, 2014). Capitalizing on this method will generate
higher conversion rates and decreasing advertisement/marketing expenses.
Justin Boyd, the 26-year-old health enthusiast (refer to customer persona) referred his
friend Mike. By doing so, Justin is gets to attend another intro class, exercise with his
friend and help coach him throughout the class. Mike is able try reformer Pilates with a
professional trainer and a friend right beside him to answer questions without bias and
help coach him when the trainer is helping someone else.
“Member referrals have a 30% higher conversation rate” (Swenson 2018) because
having a friend along puts the referral’s mind at ease. They can ask the member any
questions they were too shy or nervous to openly ask during class. Most importantly, it
requires less selling because the referral sees the member as reassuring that what’s
being taught works.
14. 13
6.0 References
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