For almost 3 years, our role with the Tracy Anderson team has been ever-evolving. From website management, to photography, video, content strategy, creative direction, e-commerce, newsletter design — whatever is needed — we have served has an external branch of the team to help push through initiatives often on quick-turnaround deadlines to meet the needs of Tracy’s constantly-growing brand. We love working with Tracy and/or her team on a daily basis to continue to strategize and problem solve for fitness’s top celebrity workout guru.
When we first started working with Tracy and her team, the brand was in an era of transition. They had just begun doing streaming workouts but traction was slow, as pre-pandemic the value of online workouts was not yet fully understood by the general public.
The website was in need of a major overhaul from a consumer, technology and aesthetic standpoint. There was also a growing awareness of the need for upgrading & incorporating the in-studio & online customer journeys. One of the biggest challenges was evolving the optics of Tracy's brand from the exclusivity of her reputation for building "teeny tiny bodies" that brought her into the spotlight as Hollywood's go-to trainer and showing the more down-to-earth side of Tracy that would help her become more accessible for mass-market consumers — but while also not alienating the upscale clientele that were the studios bread and butter.
Full strategic & creative overhaul of the consumer journey, the brand & marketing systems to accommodate the next phase of the Tracy Anderson Method .
✹ OVERVIEW ✹
Through our Efforts, we were able to significantly increase acquisition rate for streaming site x raise the make brand more approachable x inclusive, while maintaining the high-ed appeal of a luxury brand.
From low-hanging fruit, such as introducing the idea of/creating social media partnership strategies to add an extra stream of income & greater brand awareness to existing efforts; to an upgraded style overhaul for Tracy; to replatforming & remapping customer website journeys & dashboards; to in-person event creative, window display, product design, packaging, video and photo production — you name it — we helped build out templates & systems to help the Tracy Anderon brand grow exponentionally, keep their target luxury consumer & expand to global mass-market adoption. Helping not only grow the brand in uncertain times, but cement the legacy of a fitness icon & brilliant business woman, with strategy plans that we created still continuously being rolled out.