Case Study: Building A Community Through Content Creation & Distribution

Alpha Digital Productions

Building a Community Through Content Creation and Distribution

Brew Fitness Milwaukee

Building a brand goes far beyond creating ads and telling the world you exist. There is a component of building trust and community that should go behind marketer’s content strategies when creating content for a business. This is especially true when working with local brands as building a local connection with the community is vital to small business growth.

Creating a quality online experience for your customers goes beyond having a website. It means utilizing your website, social media, and content creation to its full potential. You can do this by understanding what your customers' needs and wants are, why they choose your company over competitors, and how to reach them in an authentic way.

In our recent blog post we touch on “Why Website Design Paired with Custom Branded Content is Important.”

Top reasons why “Web Design Paired with Custom Branded Content Matters”

1. Increases SEO

2. Clearly Communicates company’s purpose

3. Attracts Prospects into your sales funnel

4. Improves Credibility

5. Creates Brand Consistency

While our previous blog covers the tangible benefits of connecting content within your website and social media. There is an aspect often overlooked when it comes to a company’s ability to create and distribute content. I am referring to the ability of make an authentic connection with your customers. The skill of building a community of loyal and dedicated customers who not only understand what value your business provides, but why you do what you do.

The following is a case study that breaks down how we utilized content creation, web design, and content distribution to build a community presence online.

Background

The fitness experience has been linear for some time. When searching for a gym, most people picture signing up at a big box retail location, with a facility that is there to sell you a membership, rather than help you accomplish your fitness goals. You sign up, only to feel like a stranger at the gym and don’t know where to start amidst all of people who seem to be professional body builders. As a Result, you don’t have the moral support you need, and don’t see the results you’re looking for. This traditional gym is a space with weights, and not an organization that cares about your fitness experiences and results.

Who is Brew Fitness?

Brew Fitness saw community was missing from the fitness industry. They saw a disconnect between a large number of people who were looking for genuine help when it comes to training, moral support, and nutrition. They centered their gym around challenging members with focused fitness classes, events that build a supportive community, and nutrition programs that help members stay on track. On top of that, they have beer and coffee on tap and the owner brings his dogs in from time to time. Brew Fitness understands people want an experience. They created a gym that utilizes events to cultivate a community of supportive people looking to positively impact one another, while still maintaining focus on hitting fitness and health goals.

If you are looking for more insight behind Ryan and how Brew Fitness was started, check out his Behind the Dream story we created for the Dreamr App.

Communicating Community Through Content

Alpha Digital Pro started working with Ryan four years ago. Ryan had cultivated a fitness community unlike any other in the surrounding area. He provided his clients with direction through classes, community, and support by connecting people through events. The owner genuinely cares about the well-being of his members, and even went as far as knowing all of their names. When ADPro started working with Brew Fitness the goal was straight forward.

Goal

Ryan had created a quality brand centered around a supportive gym community, fitness events, and the staples of blue-collar Milwaukee. Those staples being hard work, craft beer, and a focus on community improvement. He wanted communicate this to the greater Milwaukee area and present his brand, his offerings, and the feel of community through content. The goal was to communicate the community and value they bring through content in order to build awareness and increase gym membership.

Content Strategy

Alpha Digital Pro got to work creating content. We broke down content strategy into three categories.

1. Quality Fitness Experience

2. Events

3. Community

Alpha Digital Pro identified what events and classes to promote while strategizing how to communicate and differentiate Brew Fitness. Below is a look at a few pieces of content created to help build Brew Fitness’s online brand and increase their awareness while setting positive customer expectations.

When beginning our content strategy, it was important to stay on brand and focus on the principle of what Brew Fitness created. This meant communicating the challenging fitness classes and structure they provide their members. When you joined Brew Fitness, you weren’t joining a soulless space to lift weights. You were starting a fitness journey, where instructors developed classes to challenge you and give you direction. You were joining 12+ different class options and doing it with a group of people who are positive and on their own fitness journey.

Quality Fitness Experience

This content was designed to be engaging and fun. Show the value his member receives from the structure and community rather than promise short term results. These classes offer chances to build long term relationships paired with an enjoyable and challenging fitness experience.

YOGA In Milwaukee

Brew Fitness Strength Training

Kickboxing Class in Milwaukee

Expansion and Walkthrough

Months later, Brew Fitness had expanded their space. They added a new strength and kickboxing area as well as a yoga studio. Ryan was looking for a creative way to showcase the expansion. It was decided that a walkthrough paired with Brew Fitness's specific offerings was the route decided on.

Events

Brew Fitness is known for their ability to connect people and fitness through events. Brew Fitness had great success with their events due to their target demographic looking for an experience as well as a gym. They provided not only workouts, but beer and coffee on tap, and would host happy hours. Alpha Digital Pro captured these events in a mix of photo and video content that built organic interest and provided content that customers wanted to share. The events were decided, we captured and created content. Below are a few examples.

Yoga and Brunch: Event sold out
Glow Yoga: Event sold out

Community

The community aspect of Brew Fitness played a huge role in why people were loyal to the gym. They made friends at the gym, worked out with significant others, and enjoyed the support they received from the staff and members. We highlight this in every piece of content that we create.

Building Attendance: Let’s Go Streaking!

Brew Fitness believes in helping motivate their members to work together and maintain positive habits. One event that they put together was a streaking challenge. Members would receive points for how many consecutive days they worked out. At the end, there were raffles prizes for members. This is one example of a community-based challenge they issued. Content was created to promote the fitness challenges and build traction from members using social media.

Increasing Engagement: Victory of the Week

Brew Fitness then mentioned they wanted to start increasing engagement on their social media. We came up with Victory of the Week. We asked members what was a victory they had this week? We offered them support and encouragement. The question offered additional communication with customers and stayed true to the brand of being committed to supporting members.

Using Humor: Peloton Parody

This was all Ryan. He loves utilizing pop culture and mixing it in with the brand. The idea in this video was to use the controversial Peloton ad from 2019 to promote Brew Fitness’s holiday offerings. This was a fun one.

Covid-19 Repositioning: Brew Fitness On Demand

In 2020 Covid-19 completely altered gym’s ability to operate and provide services to their customers. Brew Fitness was no exception. They were not able to operate, which negatively affected the business as well as the community aspect they had worked so hard to create.

Therefore, waiting was not an option. The solution was to double down on the online community and utilize a mix of live and recorded workout classes to bring the gym to his members. Social distancing provided a perfect opportunity to give his customers an at home fitness solution that still provided the friendly feel that Brew Fitness had cultivated.

Introducing Brew Fitness On Demand

The result was a complete monthly subscription fitness platform with over 30 online classes including, TRX, Kickboxing, H.I.I.T, Yoga and more. It was built around the brand Ryan had created and even included cameos from his dogs. It was quickly picked up by members and currently hosts 230+ online members/monthly subscribers.

We broke down building the Brew Fitness On Demand Process into three steps.

1. Shoot and Create Fitness Classes

2. Build the Website and Platform to Host Content

3. Distribute Content Online

We managed to shoot and create the content, build the website and login platform, and distribute ads within months of conceptualizing the project.

Providing online classes was an out of the box solution that offered value for a number of reasons.

On Demand classes provided members with same fitness value and community during quarantine.
The branded classes allowed them to continue to work out while maintaining connection with their routine and the Brew Fitness Community.
It was offered free with any in person membership, which maintained memberships that otherwise would have been canceled saving reoccurring revenue.
It was a new revenue stream to be offered nationwide at $9.99 per month.
Brew Fitness had hours of additional content and added to their expertise in the fitness industry

The Result

Over the Last four years we have loved our time working with Ryan and Brew Fitness. Ryan is someone to learn from. His business knowledge, understanding of what the fitness industry was missing, and ability to care about people is admirable. He created a community within his business because of his willingness to care paired with his hard work. Ryan is what has set Brew Fitness up for success.

The value Alpha Digital Pro was able to provide was to take the brand he cultivated, and bring it to the digital space through video marketing and content distribution. We created and distributed content that assisted in selling out events, connecting emotionally to customers on social media, and providing a seamless online fitness platform. We brought the Brew Fitness experience to the internet. The content can be reused and Brew Fitness On Demand can continue to bring reoccurring revenue for years to come.

This is only the start, Ryan is expanding his gym. As of June, 2021 Brew Fitness is renovating a facility in Shorewood, Wisconsin and is opening the second Brew Fitness Location. We cannot wait to see what else the future brings Brew Fitness.

Ryan’s Testimonial

“I’ve been working with Dan and Alpha Digital Pro for 2 years now and they’ve done a variety of promotional videos, photos, social media and digital marketing that I’ve had great results with. On top of it, they are very fun to work with and take your ideas and turn them into creations you couldn’t have fathomed. I would highly recommend anybody looking for any type of videography, photography or promotional work to check with Alpha Digital.”

-Ryan Mleziva

Owner and Founder of Brew Fitness

< Older Post Newer Post >

Case Study: Establishing Brand Messaging, Trust, and Online Credibility in the Trades

June 29, 2021

Content that Establishes Brand Messaging, Trust, and Online Credibility Midwest Heating and Cooling: Responding with Urgency Campaign Background The Heating and Cooling industry is one that is extremely competitive on a local level. The industry also has a reputation for not following through and even providing illegitimate services in order to upcharge customers. Scams have been reported of replacing parts that do no need to be replaced, bait and switch tactics, to even stating refrigerants needs to be recharged. However just because some companies chose to practice untrustworthy behavior, there are still quality HVAC companies out there. The question is how does a company stand out and build trust and credibility with customers online?

Video Marketing Washington County Wisconsin

Case Study: Creating Emotional Engagement With Customers Through Video Marketing

By Dan Wein • April 29, 2021

Creating Emotional Engagement With Customers Through Video Marketing. Social media has provided a huge opportunity for organizations and companies to promote themselves to focused audiences. However, the importance of building awareness, building trust, and getting a customer emotionally engaged with the brand is overlooked. This is especially true in a time where people are looking for new experiences that are affordable, outdoor, and socially distanced

Why Website Design Paired With Custom Branded Content Is Important

By Dan Wein • March 17, 2021

Did you know there are 1.83 billion websites on the internet? This number might surprise you. How many of these websites might be well branded or just windows to nowhere? Most of all, how do you stand out from the crowd to attract and retain even a 10th of the 4.7 billion internet users in the world? It starts with a well-designed branded website and relevant content. In the Entrepreneur, branding is defined as "the marketing practice of creating a name, symbol or design that identifies and differentiates a product from other products." The more defined the branding is on your website, the better. Think of the world's top brands like Apple, Google, and Facebook, and what makes their brand unique? It's the content! This is what sets your website apart and delivers the right message to your online website visitor. The success of your website is based on its content. In this article, we shall look at the 5 top reasons why branded content and web design are so important in standing out from the sea of online websites. 1. It Increases the SEO of the Website The outcome of good SEO is targeted and active website visitors. Good SEO content appeals to both human visitors' search engines as well. When people are searching for videos, the search engine is looking at titles and descriptions. It's the text that gets searched, so, therefore, it's the text that must be optimized for the search engines. How does your website create optimized content? • Continuously increase the content on your website with key-word rich articles, blogs, or product descriptions. This helps with the indexing of your pages for search results. • Create relevant content that attracts visitors to stay on your site. The length of time visitors takes on your site signals to the search engines that there is quality content, and it improves its ranking. Remember that quality SEO is crucial to the success of any website content. 2. It Clearly Communicates Its Purpose for the Prospect To Learn The purpose of an informative website is to communicate helpful information to a specific user/audience so that the reader learns something new or understands a topic better. The internet has become a go-to place that consumers go to look for any and all information about a need or problem. If your business has an information-centric website that is customized for its target audience, prospective clients will find the consistent, trustworthy information they need and take action positively. Some creative ways to communicate your brand's content is with videos. Keep them short, entertaining, and informative in key places on your website for emphasis of an action. For example, a testimonial video on the product pages can urge the prospect to buy after hearing positive comments of past purchases. Using videos and written content creatively reduces the visitor bounce-off rate, as the prospects are attracted to read more of what you have to offer. 3. Attracts Prospects into Your Sales Funnel As visitors to your website's well-branded content increase, there's an opportunity to get them into your sales funnel, which is simply a series of steps that a prospect goes through to become a paying customer. The first step of a sales funnel is to offer a lead magnet that gives value to the prospect in exchange for their contacts. An example of a lead magnet could be a short E-book on 'The Ultimate Guide on Eating Out for Weight Watchers.' Other ideas include cheat sheets, Planners, Reports, and more. When your prospects give you their contacts for these lead magnets, you can continue contacting them with emails about your business, new products, and industry news. 4. Improves Credibility and Trust The quality of your website's content demonstrates your business's level of expertise in the product and services you offer. Whenever you publish an article or post an explainer video, you are providing valuable knowledge that can help prospects and leads make a more educated purchasing decision. Consumers remember the brand that provided them with the most information as the place they will buy. This belief and trust in the website's expertise give your consumer the peace of mind that you can handle future challenges. Past clients also need to be reminded of your brand's credibility and uniqueness. Research shows that the probability of selling to an existing customer is 60-70%, while the chance of convincing a new customer to buy is 5%-20%. So, provide value for your old customer base and build more brand loyalty and stronger relationships. They are an advantage to your business not to be overlooked. 5. Create Brand Consistency Brand consistency is the act of delivering a similar brand messaging to all its graphics and written content. This ensures that your brand remains visible and can be recognized by your target audience groups. It's easy for a brand to lose consistency when they have a lot of content flowing from ad campaigns, branded marketing materials to digital and social media content. It's difficult to keep all these moving parts aligned without even noticing. Why does a consistent brand matter in your website and in the online and offline marketing efforts? The main reason is that it projects professionalism and reliability from strong credibility in the marketplace. The main way to maintain this is good design and consistent branding. The rewards may look minimal, but a good name is worth a lot more. Research by LucidPress shows that estimated that if brands were consistently maintained, they would expect to have a 33% increase in overall growth. Branded website content is not prioritized as much as web design and other online applications. The value and the effectiveness of website content are also very important to think through. When you combine all of the elements of design, development, and content, along with a powerful branded marketing mix, you can create a profitable website that draws in visitors and converts them to loyal customers as well as your greatest marketers. Get started today with our help at www.alphadigitalpro.com.