barre3
I was part of the founding team that took the brand from a handful of studio locations to over 150+ across North America. My number one priority was to collaborate cross-functionally to elevate how the brand was received at new studio openings and increase the profitability of all open studios.
Operating in a start-up environment, it was an incredible feat to open beautiful studios across the country. We knew that a strong studio opening was the key to long-term success, but we were so focused on getting the studio open that the dialed marketing support wasn’t in place to drive packed classes.
150% increase in sales.
Working for a small business experiencing rapid growth, being hyper cross-functional and wearing many hats, often at once, were the north star for success. Early on in my tenure at barre3, I reimagined the new studio opening planning from a more 360 degree point of view. I collaborated with both the operations and training teams to redefine how we delivered our product and the pricing model we utilized for new studio openings. Due to that work in 2013 in unifying three key departments and implementing a newly developed pre-opening marketing plan + innovative tactics, I was able to support growth of over 150% in pre-opening membership sales for the 90 barre3 studios that opened from 2013 through 2017.
Lead Generation.
A major focus supporting studios in the pre-opening marketing phase was generating as many new customer leads as possible through digital market, social, print, web and word-of-mouth through grassroots marketing. That way when we opened the studio doors, we knew there was a captivated audience awaiting our arrival hungry for our communication plan about the grand opening.
Event Marketing.
In order to increase visibility in the local market and get people experiencing the magic of our product, part of the pre-opening marketing plan included holding pop-up classes with local brand partners. Additionally, influencer classes were held for identified key partners such a bloggers, members of the press, and social media influencers in our core demographic with the goal of increasing local organic social reach.
Brand Marketing.
When you’re in the business of selling experience, it’s important that marketing doesn’t end with just the visual brand ID. By collaborating with the operations and product teams, we made sure that the brand tone and experience was showing up in our messaging in class, in client interactions at front desk and play lounge, so that when customers left their first class they had those major messages about who we were and why we were different reinforced.
“Tracey's innate curiosity teamed with her strength of listening to others fuels her ability to collaborate successfully across departments. She works to personally understand operational opportunities and limitations prior to executing any marketing campaign, thus ensuring the customer has a seamless and positive experience with the brand from awareness through returning purchase.
She has the balance of being data driven - monitoring analytics and making real time adjustments with the organizational strength of forecasting, planning, and leading teams. Tracey is whip smart and her bright personality brings intelligence, innovation, and fun to the workplace.”
— Stephanie Savage, Director of Learning & Development at barre3