Background: Body Esteem provides personal training services to cancer survivors and others recovering from life changing illnesses or injuries. This unique service provides physical and emotional support to its audience of people who are on a unique and difficult journey. Body Esteem engaged Motto Marketing to create a content strategy that would set them apart from traditional personal training services.
Assess: Body Esteem did not feel their existing website adequately explained their services to potential clients. Motto Marketing listened to the owner’s stories about existing clients and how she hoped to convey their transformative changes through the website. Simplicity of site maintenance was also a priority for the owner.
Plan: Motto Marketing developed a storytelling plan that would resonate with cancer survivors and those recovering from injuries. Together, Body Esteem and Motto Marketing created personas, or fictional clients, who embodied the qualities of ideal clients. These personas informed the resulting content strategy, which included a core message, past client testimonials, and a page architecture that followed a typical client discovery path.
Implement: Body Esteem delegated the new web copy plan to Motto Marketing. The new messaging strategy, inspired by the personas, focused on concise but powerful content. Body Esteem maintained full editorial control over the content, and Motto Marketing provided necessary revisions. Once the content was finalized, Motto Marketing uploaded the changes to the website.
Analyze: Confident that the website is an accurate reflection of its services, Body Esteem now relies on it as a messaging tool. Not only does the owner direct referrals and warm leads to the website first, but she also draws from the copy for social media and print marketing needs. Content generation and social media planning are efficient tasks, and the results are consistent with the company’s core message.