The Challenge:
The market for physical fitness, chiropractic, and physical therapy services in Utah County is fairly saturated with options. To make matters worse, Gold’s Gyms (the goliath) forever hammers away with their $19/month song and dance—and monstrous IHC continues its virtual stranglehold on physical therapy and rehabilitation.
Knowing that it’s impossible to “outspend” the competition in traditional advertising mediums, Elevate’s owner, Rich Hart, needed a grassroots strategy he could easily execute and effectively manage. In addition, Elevate needed a way to promote its triathlon training message, and to feature the world-class triathlon training facility they had built.
The Solution:
Social media marketing was a natural fit. The investment cost was right, and Rich’s relationships with his clients would make it easy for him to approach them and to get them involved. Also, because the triathlon community is tightknit, featuring triathlete success stories could quickly have a viral effect with other triathletes.
The Tactics:
Armed with a tiny flip digital movie camera, Elevate’s owner, Rich Hart, takes a few minutes every couple of days to create “feature stories” about athletes and patients that work out and receive physical therapy at Elevate.
“Our clients love it,” explains Rich. “The neat thing is that they when we post something about how great they’re doing in working toward their goals, the first thing they want to do is share the post and video with all of their friends! This is generating a lot more hits to our blogsite… but more importantly, I believe it is raising top-of-mind-awareness for my business.”
Recently, Elevate used Twitter and the blog to pull off their first “Indoor, Winter Triathlon” with great participation and success.
Visit ElevateUtah.com
