Our strategy

The steps:

• Executed a market analysis and a competitive landscape
• Defined target groups and their brand expectations
• Developed communication axes in line with the brand
• Established The J Club’s brand positioning and a clear tone of voice
• Set up a social media strategy that encompassed all the best practices on each platform
• Published creative concepts on a daily basis
• Created striking visuals and an aesthetic feed for social media
• Created engaging, interactive and dynamic content on social media
• Created high quality content with an onsite photographer and videographer
• Built and managed the social media community
• Published monthly trends, analysis and recommendations

Our strategy:

In order to set-up a successful organic social media strategy, we began researching and analysing the competitive landscape of The J Club, auditing the direct competitors of The J Club on both a global and local scale.

First, we defined a clear positioning of The J Club based on their core values, their key strengths and competitive advantages. Then, we defined The J Club’s tone of voice, their key audiences and what their brand expectations were.

From this, we derived a monthly calendar that highlighted the key needs of each audience. We worked on conveying both visually and through the copywriting the exclusive and expert nature of The J Club. Their different facets of health, fitness and wellness were communicated on a daily basis via social media.

To generate brand awareness, we created the geolocation on Facebook and Instagram as well as a unique hashtag.

Our strategic, design and graphics teams worked on a monthly detailed social media planning that conveyed The J Club’s brand messages, vision and values. As there were a number of different values, our graphic design team created a puzzle effect published on Instagram to allow multiple aspects of the club to be shown in one post for Social Media. For example, juxtaposing relaxation with intensive fitness and incorporating a motivational quote that resonates with The J Club’s lifestyle. We also incorporated dynamic content such as videos, interactive Insta Stories and animations into their organic social media. Twice a month, our photographer and videographer created high quality content on site events, guest influencers and key facilities of The J Club.

What we focused on:

• Development of a graphic charter
• Aesthetic, harmonious and inspiring visuals that highlighted the different activities of the club
• Integration of The J Club logo into the design and visuals
• Inspiring quotes