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Finding Product Market Fit Through Content & Community

Craft + Logic partnered with CrossFit 286 (now CrossFit Herndon) prior to the business launching in 2017, crafting a simple and comprehensive GTM strategy across Facebook and Google. Together we unlocked what differentiates CrossFit 286 from the rest of the pack.

We sat down with the founding team to establish a brand program that would help them stand out in a crowded CrossFit / globo-gym ecosystem. Then we outlined a unique strategy that focused on the personalized elements of their class programming.

Next we developed a creative strategy focusing on a mix of photo and video that featured the emotional elements of CrossFit, like the community and benefits of movement, to create a launch repository of high-quality assets for ad use. Additionally we earmarked select “aspirational” assets to complement the funnel.

Performance out of the gate was strong, considering that this was a brand new “box” with limited brand awareness. Our goal was to sell out of the first batch of memberships to show that we were here to stay.
As we workshopped strategies to move the needle, an old Facebook local play of driving interest through 30, 60, and 90 day transformation offerings proved to be the path to success.

Our thought process was to leverage the brand's location and personalized positioning to reach new customers.
We hypothesized that distance to your gym plus lack of accountability were the main barriers as to why someone might not sign up. Using those objections we worked with the founding team to create specific programming to highlight CrossFit’s unique community style.

Additionally we restricted the ads to a 10 mile radius of the gym so that users seeing the ad were more likely to make the commute to workout. On just $400 in launch spend we generated over $27,000 in memberships, and never looked back.

This strategy routinely added 8-10 new gym members monthly and helped the box reach profitability in just two years.
One of the best ways to build community -
give the people what they want.

Not every business and brand can recreate this localized strategy, but most possess attributes that can be tested and leveraged; allowing us to identify where spend opportunities are for ad dollar maximization. Get in touch if you’re interested in our thoughts on what can take your business to the next level.

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