Balance and Beam

Balance & Beam is an educational gym based in Staffordshire for children aged 4 months to 12 years. Through gymnastics-based child development programmes, the team run classes that support children’s physical, intellectual, emotional and social development – all in a fun and engaging environment.

With a unique offering in the local area, the team at Balance & Beam wanted to explore untapped opportunities to increase awareness and strengthen brand positioning. So, they approached us to deliver integrated marketing that would support an increase in sales from new customers and repeat sales from existing customers, all targeted towards their growth objective.

To do this, we lead a collaborative workshop with the key stakeholders of Balance & Beam. We delved into the programmed classes, challenges and opportunities, to establish a solid foundation for a strategic marketing plan. We conducted competitor and market research as well as analysis of customer surveys for a full and accurate picture of the brand’s current positioning.

We crafted a unique brand positioning to ensure the business was aligned on its journey to success. We developed key messages to be used across a range of media, in line with the three tenets that sit at the heart of the business: Educational, Inspirational and creative.

To put this into practice, we turned our attention to the marketing strategy. We identified three main objectives that would support brand awareness and nurture the current customer base, in order to secure more leads and reduce avoidable churn rates. We expanded the catalogue of marketing tactics in Balance & Beam’s current strategy, choosing ones that would best help the team reach their targets such as targeted email marketing and informative blogs.

To position Balance & Beam as experts in their field, we developed a content strategy with content pillars surrounding education and thought leadership. Working alongside the team, we craft and distribute content across key platforms including social media and blogs that demonstrates the brand’s expertise and valuable knowledge.