Creating 3 Months of Content for a Gym in 3 Shoot Days

10GYM's newest location in Jenks, OK

Generating millions of engagements on social media each month is no easy feat.

But capturing everything needed to get those views in just 3 shoot days every quarter?

That takes some planning, strategy, and vision.

Client

10GYM is a high value, low cost, multi-location regional gym chain located in Oklahoma and Arkansas. Offering affordable memberships, every piece of fitness equipment imaginable, and a friendly atmosphere that makes fitness fun.

Problem

10GYM came to us looking for a strategic way to create high volumes of social media content. Their target audience skews younger (18-30) and to reach them, 10GYM needed to have a strong social media marketing strategy. With a strong track record of working with fitness brands, sports teams, and health products, the SMG team stepped in to assist in brining 10GYM to millions of organic viewers each month.

Solution

PLANNING: To pull this off, we have to be well prepared. This involves pre-scripting concepts, interview questions, and working with 10GYM staff to schedule and cast 'real' gym members that embody the values of the gym. The vision for our talent isn't to cast super models, but authentic people that are actual members of the gyms. This detail re-enforces the focus on being 'real' and less corporate than competitors in the area.

We look for transformational and inspirational fitness stories, people that found connection, and community at the gym among other trends.

SHOOTING: Adopting our Media Day tactics from shooting with sports teams, we travel to a gym location and 'take it over' for a 3 day period. Set up lighting for interviews, follow talent around and capture videos, photos, and other types of content. We have done this approach for years with them and still keep a skeleton crew with just 1-2 shooters. Keeping the crew small allows for us to easily film around other members during their workouts with minimal disturbance compared to bringing in a ton of lights, cameras, and other gear/crew.

We follow a rigid schedule of interviews and shooting with talent, seeing over 30 different people in just 3 days. This mix provides a ton of options in editing, being able to mix and match couples, individuals and showcase the gym locations from every angle and interest possible.

TikTok concept - 28,000+ views

EDITING: After the 3 day shoot, we travel back to Iowa and our team begins the editing process. This process takes a series of weeks, making sure we have a good mix of content for the various social media accounts. After some revision rounds and approvals, everything is ready to go.

DISTRIBUTION:

The final step is sharing the content out for the client. This involves leveraging our agency-level social media management software to schedule and share posts out on a daily basis.

Across all of the gyms, we share posts out to over 25 unique Instagram, Facebook, TikTok, and YouTube channels. Each month we review the analytics with 10GYM to see what is working and which posts are most popular to feed our insights for the next shoot.

Challenge:

The biggest challenges for our team are geographic location and frequency of shoots. Our team is based in Iowa, 7 hours away from the nearest gym location.

In addition to geography, the gym locations are all 24/7 access with members exercising at all times of day/night. Shutting a location down for a shoot is out of the question and a factor we had to work around.

Tactics:

To pull this project off, our team pre-planned and scripted out dozens of interviews with various members, photo concepts, and popular TikTok trends. This mix of content gives a good combination of entertainment, education, and building a relationship with followers of the various accounts.

Outcomes:

Every day, fresh content is being shared out across 25+ social media pages - engaging with viewers. This results in hundreds of posts, images, TikTok trends, and interviews - all pushing the top of mind awareness of the gym in their service locations.

Each month, our team has tracked millions of views, impressions and engagement with the various posts across platforms. Every engagement organically is less money the brand has to spend in paid advertising to reach their prospects.

If you are in Oklahoma, make sure to grab a workout at one of their locations in Tulsa or Oklahoma City. www.10gym.com

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