Case Study

THE SITUATION

In June 2019, Pilates Core Center (PC2), a boutique Pilates studio in Cherry Hill, was struggling with social media strategy. Despite thousands of followers on Facebook and Instagram, audience engagement was nonexistent – posts weren’t resonating. Audience growth stalled and PC2 wasn’t meeting its goals of attracting new clients or instructors for trainings. 

THE STRATEGY

With specific goals in mind, Laura Bishop Communications audited both social media accounts, which showed PC2’s audience did not prefer generic content. It also revealed an inflated number of inactive followers on Instagram. So, LBC went one step further by removing those fake or inactive followers and leaving a more captive audience.

With data as the guide and PC2’s goals in mind, LBC created a fresh approach to posting for the studio. Concepts for each account were developed to appeal to different audiences. For both, it was clear we would use real photos with actual clients.

LBC photographed classes and instructor trainings, and used photos and videos to promote in-studio events and trainings. We also introduced hashtag campaigns like #showusyourplank and encouraged clients to share theirs for cross-promotion. We created eye-catching graphics to draw attention in busy news feeds, embraced the power of Stories, and cross-engaged with audiences.  

We analyzed how each post performed, and adjusted posts accordingly.