Inner Circle BJJ & Muay Thai Case Study

Gym Name: Inner Circle Brazilian Jiu Jitsu & Muay Thai 
Industry: Mixed Martial Arts Gym 
Location: Syracuse, NY  

Project Brief

Objective: 

Inner Circle BJJ aimed to increase gym memberships by promoting their Brazilian Jiu-Jitsu and Muay Thai programs. The goal was to design a series of eye-catching flyers that would attract potential members and highlight the benefits of joining the gym.

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Target Audience:  
  - Fitness enthusiasts interested in martial arts
  - Individuals seeking self-defense training
  - Athletes looking to improve their skills in BJJ or Muay Thai
  - Local community members interested in trying a new fitness activity

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Design Strategy

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1. Concept Development

The design strategy focused on creating a dynamic and engaging look that conveys the energy and discipline of Brazilian Jiu-Jitsu and Muay Thai. The concept was to use bold visuals and compelling text to highlight the unique benefits of the gym’s programs and entice potential members to join.

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2. Visual Style

  - Color Palette: Bold and energetic colors such as blues, blacks, and white to reflect the intensity and power of martial arts, combined with contrasting elements to draw attention.
  - Typography: Strong, impactful fonts for headings paired with clean, modern fonts for body text to ensure readability.
  - Imagery: High-resolution action shots of BJJ and Muay Thai classes, training sessions, and instructors, alongside motivational elements and dynamic graphic elements.

 

3. Design Elements

  - Flyers: Handouts designed for distribution in local community centers, fitness stores, and through direct mail campaigns. The design needed to be visually impactful and provide clear information on membership benefits and special offers.

 

Execution

1. Flyer Design

     Front Side:
  - Imagery: Dynamic action shots of BJJ and Muay Thai practitioners in training, showcasing intensity and skill. Use overlays of motivational quotes or powerful graphics to emphasize the training's effectiveness.
  - Visuals: Incorporate bold colors and graphic elements to highlight key benefits, such as “Expert Instructors,” “State-of-the-Art Facilities,” and “Flexible Membership Options.”

     Back Side:
  - Details: Provide information about the membership options, including introductory offers, trial classes. Include details about the types of classes offered, such as beginners, advanced, and specialized training.
  - Call-to-Action: Clear instructions on how to sign up for a free trial class or membership consultation. Provide contact information and social media handles..

 

2. Distribution

  - Local Community Centers: Place flyers in high-traffic areas like community boards and fitness-related bulletin boards.
  - Fitness Stores and Gyms: Distribute flyers in local fitness stores and partner gyms that cater to a similar audience.
  - Direct Mail: Send targeted flyers to local households and businesses with an interest in fitness and martial arts.
  - Events and Expos: Hand out flyers at local sports events, health expos, and martial arts tournaments to reach interested individuals directly.

 

3. Performance Metrics

  - Distribution Metrics: Number of flyers distributed and locations covered.
  - Response Rate: Track the number of new inquiries and sign-ups resulting from flyer distribution.
  - Engagement Metrics: Monitor engagement through website visits, social media interactions, and customer calls and emails.
  - Conversion Rate: Measure the number of new memberships attributed to the flyer campaign.

 Results

  - Flyer Reach: Distributed over 3,000 flyers across local community centers, fitness stores, and through direct mail.
  - Response Rate: Achieved a 25% increase in inquiries about gym membership within the first month of distribution.
  - Sign-Ups: Converted 18% of the inquiries into new memberships, leading to a significant boost in overall membership numbers.
  - Feedback: Positive feedback from new members about the flyer’s design and its impact on their decision to join the gym.

 

Conclusion

The graphic design campaign for Inner Circle BJJ's membership drive flyers effectively attracted new members by showcasing the exciting and dynamic nature of the gym’s Brazilian Jiu-Jitsu and Muay Thai programs. The combination of bold visuals, clear information, and a strong call-to-action contributed to a notable increase in membership sign-ups.

 

Future Recommendations:

  - Referral Program: Incorporate a referral program into future flyer designs to encourage current members to bring friends or family.
  - Seasonal Promotions: Update flyer designs to feature seasonal promotions or themed events to maintain ongoing engagement.
  - Digital Integration: Expand the campaign with digital ads and social media promotions linked to the flyer’s QR code for a more integrated marketing approach.