Exos CRE / Multi-Rec
Multiple Locations, USA
RWC Creative has provided robust marketing support to 20+ Exos CRE (Commercial Real Estate) and Multi-Rec (Community Centers and Stand-Alone) locations. Our efforts include managing new site launches, offering ongoing marketing consulting, and handling special projects to ensure continuous growth and success.
COVID-19 Pandemic
Timeline: March 2020-September 2020
During the COVID-19 pandemic, a significant project involved managing the closure, reopening, and return to ‘normal’ operations of fitness centers nationwide.
Initially, as pandemic mandates were enforced in the US, I collaborated with 18 Exos locations and senior leadership to develop marketing strategies for shutdowns. This encompassed tasks such as formulating next steps, creating internal signage, crafting member communications, and aligning marketing efforts with operational requirements.
As the pandemic persisted, marketing strategies evolved based on the varying mandates across different US states, transitioning from temporary closures to long-term shutdowns. In this dual role, I led the RWC Creative team in delivering marketing updates to the larger Exos REC-CRE team while also providing individualized support to specific locations. This involved tailoring messaging and collateral to align with each location’s circumstances and state mandates, as well as adjusting reopening timelines accordingly. This varied from the Oklahoma and Florida locations opening in May and June to the San Francisco location not opening until the end of September 2020.
In addition to keeping members and the public informed about membership statuses and fitness center operations, I also prioritized assisting General Managers in processing and planning for various scenarios. With limited staff on-site, I served as an impromptu thought leadership sounding board, providing a listening ear and offering insights on matters ranging from staffing to pool maintenance.
Strategy: marketing strategy for closing and reopenings
Content: web, blog, email, print collateral, presentations
Liaison: senior leadership, RWC liaison
Management: account, client, project, budget
Tools: Google Suite, Basecamp
Quarterly Concepts
Timeline: January 2015-May 2019
RWC Creative provided the quarterly marketing concepts for the CRE/Multi-Rec (then called Community) division.
As the project lead, I directed the RWC Creative team in researching, coordinating, and producing the Quarterly Concepts delivered to the REC-CRE division. This involved understanding the diverse needs of locations nationwide and crafting tailored messages and graphics to support these needs. Additionally, I provided content and creative direction to ensure timely delivery and maintain a high-quality product.
Strategy: annual marketing strategy
Content: print collateral, organic social, DM, advertising
Create: flyers, social, presentations (Canva)
Liaison: senior leadership, staff, team
Management: project
Tools: Google Suite, Basecamp
Training: marketing
Canva Launch
Timeline: March-August 2023
Provided marketing support for the roll-out of Canva to the CRE/Multi-Rec division.
As part of Exos’ business-wide transition to Canva, I spearheaded the implementation process within the REC-CRE division. This involved setting up Canva, conducting training sessions for division members, and addressing individual site needs to establish Canva as the division’s Digital Asset Management (DAM) system and primary branding hub. The project included multiple division-wide training sessions, as well as one-on-one sessions with specific locations to address their unique requirements. Additionally, I developed materials tailored to address specific needs within the division. Continuing beyond the initial launch, I provide ongoing support to the REC-CRE division by delivering updated ‘Lessons in Marketing’ sessions, which include informing them of Canva updates and best practices.
Strategy: Canva strategy, presentations
Content: presentations, Canva examples
Liaison: client, team
Management: project
Tools: Google Suite, Basecamp, Canva
Training: Canva
