Oak Cliff Pilates (OCP), a neighborhood family-owned business since 2021, has transformed the fitness and Pilates landscape in their community. Managed by Amanda Mecsey, a ten-year Pilates veteran, OCP set out to differentiate itself from conventional studios by making Pilates accessible and appealing to a broader demographic. Their success is evident in their expansion from 30 to 95 weekly classes and growth from 250 to over 500 members.
Client Background
OCP operates under the skilled guidance of Amanda Mecsey. Her leadership and passion for Pilates have cultivated a loyal team and membership, reflecting the diversity and spirit of Oak Cliff.
Challenges
Despite lesser competition in the Pilates niche within Dallas, the high cost of Pilates posed a barrier to entry. OCP aimed to break this barrier by offering affordable, inclusive fitness solutions.
Objectives
With an ambitious goal to expand into new markets without sacrificing their core values or service quality, OCP needed effective strategies to promote the benefits of Pilates and inclusivity of their studio.
To propel Oak Cliff Pilates into a prominent community fitness leader and expand their membership significantly, we implemented a multi-faceted digital marketing strategy. This comprehensive approach encompassed enhancing local SEO, leveraging a dynamic social and email marketing strategy, actively engaging with the community, and deploying efficient digital advertising.
Boosting Local Discoverability
To solidify OCP’s local presence, we focused on optimizing their Google Business Listing and ensuring widespread visibility across various directories. By accumulating over 400 positive reviews, we enhanced their online reputation, which in turn significantly boosted their SEO rankings. A robust reputation management system was implemented to systematically gather feedback and encourage content sharing, further enriching their website and online presence.
Engaging and Expanding the Community
Our approach to social media and email marketing involved creating high-quality, branded content including professional photos and videos, which resonated deeply with the community. By maintaining active engagement with followers and implementing strategic email marketing techniques such as drip campaigns and automation, we successfully expanded OCP’s email database to 10,000 subscribers and grew their social media following to over 5,000. This grassroots organic growth was instrumental in fostering a strong, loyal community around the OCP brand.
Building Connections and Visibility
OCP’s integration into the local scene was aggressively pursued through strategic partnerships with other businesses, participation in community events, and consistent listings in local publications and directories. These efforts were complemented by professional content creation at events, capturing the essence of community involvement and using this content to fuel further marketing initiatives. This not only enhanced OCP’s community profile but also established strong local business alliances.
Maximizing Impact with Minimal Spend
To drive direct conversions and bolster brand awareness, we deployed a targeted digital marketing campaign centered around an ‘always-on’ evergreen video ad. This campaign generated over 1 million impressions and 6,000 clicks, translating to an impressive $150,000 in revenue from an ad spend of less than $6,000. The high ROI from these ads demonstrates the effectiveness of our tailored, strategic approach to digital advertising.
These strategic solutions collectively facilitated OCP's transition from a local startup to a thriving, community-focused studio with substantial digital engagement and a robust member base.
Results
From 2021 to 2024, OCP's revenue soared from $15k to nearly $100k per month, with the team expanding significantly to meet demand. The successful strategy led to the opening of a second studio, catering to professional athletes and private clients.
