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From pilates to profits: reaching consumers and clients for MINDBODY

MINDBODY · Case Study

client

Then

The MINDBODY app provides users with access to fitness classes and wellness treatments, all at the touch of a button. However, from a B2B perspective, the brand is an innovator in business management software and focuses heavily on helping wellness businesses succeed.

Over twelve months, MINDBODY needed to increase the number of brand mentions in key target media, to support objectives across its B2B audience in fitness and leisure management, and technology, as well as it's fitness and wellness loving B2C audience. 

 

Goals

  • Our focus was to increase the number of brand mentions in target media
  • Maintain a high level of key message penetration with a clear distinction between B2B and B2C messaging

Two years ago, MINDBODY didn’t have much UK brand presence and journalists thought we were a yoga studio! The campaigns we have run with Jaywing have been well-positioned, strategic and highly engaging, which has contributed to the increased level of brand presence in the UK, whilst gaining share of voice in our industry. Jaywing PR was more like an extension of the MINDBODY team, as they proactively kept up to date with business updates and movements within the industry. The team understood the core values of the brand and were in tune with how we wanted to be represented. If you want a team that will be dedicated to your success (whatever that looks like!), Jaywing PR will be a great match for your business. They understand that business objectives can change and are agile and creative in their approach to new briefs, whilst diligent in identifying the key metrics to demonstrate ROI to company Executives. 

Lydia Cardona - PR and Content Specialist MINDBODY

Now

As an innovative tech brand, MINDBODY’s access to data is excellent. Combining the right client data with research we had gathered for various consumer campaigns put us in a great position to develop impactful content for the brand’s different audiences (gym-goers and gym-owners). 

For B2B press, we needed to position the brand as an expert in the world of fitness, software and business management. To do this, we developed an ongoing series of thought-leadership and advice pieces, all based on real-time customer and trends insight. Supporting this with a busy and proactive press office function enabled us to land consistent, quality B2B coverage, including a front-page feature on one of the brand’s top tier titles.

 

 

For consumer press, we used intelligently crafted consumer research combined with client insight and expertise to provide us with everything we needed to make sure we were part of the wellness conversation. What’s more, amplifying our campaigns with organic and paid social as well as influencer partnerships made sure everything worked cross-channel to hit multiple objectives for the business. 

This approach to consumer activity led to multiple features in the likes of Metro, MailOnline, Women’s Health and Forbes, combined with huge uplifts in engagement on key social platforms.

 

 

Results

124

Pieces of unique coverage achieved

700million

Combined estimated reach

88%

Key message penetration for B2C

83%

Key message penetration for B2B

11%

Increase YoY in brand mentions in target media

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