Customer Journey Mapping
When creating content for Sport Manitoba Fitness Centre, I first created costumer presonas and a costumer journey map based on data provided by Sport Manitoba Fitness Centre.
The data provided was a set of surveys which showed the primary audience of Sport Manitoba Fitness Centre is young professionals in working in Winnipeg’s Exchange District. The other personas were also based on the data and a discovery meeting held with Sport Manitoba Fitness Centre.
The Social Media Plan
Based on the customer journey, I created a content plan to appeal to consumers at every stage of the customer journey.
The plan was based on conversations with Sport Manitoba Fitness Centre and fit into the AIDAA model. We included key messages we wanted our costumers to feel at each stage to drive what the content would look like at each stage.
The Content
Below is the content I created based on the customer journey and media plan. The two pieces of content were from the awareness and interest stages of the journey and attract consumers by focusing on their pain point of having a gym that is too far from their homes. The content brings in viewers to the landing page and shows them the benefits of signing up for a low-risk free trial.
