Case Study C

Writing marketing materials that created a uniform identity for a fitness company

The Client: A part-time businesswoman who owns a start-up martial arts fitness center and school with one employee.

The Situation: The center had been operating for about eight months when WriteSmith was asked to look at its marketing materials. The owner is a police detective who operates the business from 5 p.m. to 10 p.m. weekdays and on Saturday and Sunday mornings.

Basically, she knew all about martial arts but little about marketing. The center had been attracting members primarily through word-of-mouth and people stopping by its storefront location. The owner wanted to capitalize on foot traffic and the center’s growing reputation in the neighborhood and in the world of competitive martial arts and boxing.

She needed to develop a consistent image for her written materials – the logos on her uniforms, her stationery, her applications and collateral documents. Because she is well known and admired in the martial arts world, a consistent image would brand her as an expert and give her students instant respect.

The Solution: To provide that cohesive image, WriteSmith

• Created marketing materials that she uses to bring in potential clients
• Suggested a new format for the center’s newsletter to give it greater impact
• Developed a company logo for use on all materials

The Result: The center has a new image.

• The new logo is replacing the old logo on the center’s uniforms and T-shirts and on all the center’s written materials
• New posters have generated positive feedback
• Business has increased by 40 percent and continues to grow