7th wave yoga
capstone project, sheridan college, 2019
during my final year at sheridan college, we helped a company looking to bring their company to the digital space. 7th wave yoga is a small yoga studio located in the heart of downtown burlington. our findings and research over the course of three months were presented to a panel of judges.
initial meeting
we conducted a pestle analysis after meeting with the owner, melinda walker. she expressed her concerns and what she hoped to achieve throughout our meetings with her over the course of three months.
she hopes to gain more traction with local customers as there is limited paid parking spaces available for her students
increase overall customers to maintain steady revenue stream
attract younger crowd to help fill evening classes to match business flow as her morning and afternoon classes
gain upscale clientle
create better visibility for yoga studio, which is on the second level with a backdoor entrance
personas and issues
we created different personas and used case scenarios to address issues highlighted within different demographics. our 5 personas ranged from age 22-79 with differing lifestyles, goals, brand influences, and social channels they interact with. these personas helped identify how each individual may interact with our services. once a case scenario was mapped out in relation to a persona, we highlighted how these issues were formed. then, we proceeded to create solutions to solve all the current issues our clients.
final presentation and solutions
in our final presentation, we presented our solutions to a panel of judges for our client’s company, 7th wave yoga. these panelists were entrepreneurs in digital communications and marketing, giving us feedback on the practicality and validity of our proposed solution.
building local clientele
our solution for marketing a targeted clientele is to create localized printed flyers and pass them out within the community. as melinda, the owner, does a lot of free, outdoor classes, we suggested that creating more flyers will allow clients to have a tangible, informative piece about the service in their hands.
to achieve this, we kept a consistent theme of blue waves, light soothing blues, and soft cursive font to reflect a sense of calm and relaxation.
overall exposure
in hopes of increasing the overall exposure of the brand, we wanted 7th wave yoga to have a stronger social media presence, especially on instagram. to achieve this, there will be a heavy reliance on tags and paid content to appear to both localized and age and gender targeted audiences. we wanted to make sure that there is personality built around the page, where melinda can include short testimonial videos from herself and her yoga teachers.
to target the general audience associated with #yoga and #fitness, we did some research on the interactions of highly influential fitness instagrammers. most of their views and followers come from their posts consisting of workout guides and demonstrations. we understand this appeals to the general public interested in fitness because it gives them a sense of guidance, as though the fitness professional is there with them. by implementing the same approach, this will help increase the page’s online presence.
increased street visibility
due to legal restrictions, there is only so much melinda may do in order to direct clients to the back entrance. although she has a wooden sign on the sidewalk, it was still hard to see as the street is fairly busy with other advertisements. the solution we came up with is to create stickers on the ground as a ‘follow me’ path. this will help create a whimsical and new approach to the backdoor entry without obstructing any pedestrian’s pathway.
