Major Digital Artefact – Project Pitch


Check out my Digital Artefact

As a personal trainer and social media intern at Fernwood Fitness Woonona, I recognised an opportunity to better align the club’s Instagram presence with its core values, community, and key offerings.

Guided by the question, “How can I effectively manage and grow an Instagram presence for Fernwood Fitness Woonona to drive member engagement and business growth, while maintaining a unique identity within the Fernwood Fitness franchise?” my Digital Artefact aims to refine our social media strategy to increase follower count, boost engagement, and establish an authentic, reliable online presence that resonates with both current and potential members.

To achieve this, I will develop a balanced content strategy that includes engaging, shareable content—such as funny videos, trending challenges, and short clips—alongside community-driven stories and testimonials. This approach will blend promotional material with valuable content, fostering a sense of community and encouraging real-life engagement.

By carefully balancing entertainment with promotional messaging, I aim to create a digital environment that reflects the gym’s values while driving real-life participation, translating online engagement into tangible business growth and member retention.

Social Media Strategy Planner (Example Pages)

Through the monitoring of key performance metrics like reach, engagement, and follower growth, I will continuously refine our content approach to ensure it remains relevant and impactful.

The social media strategy involves weekly and monthly monitoring of performance through Instagram analytics, recording metrics on the strategy document, and making data-driven observations to inform and iterate future direction.

Ultimately, this project is designed to drive business growth for Fernwood Fitness and serve as a valuable case study in my portfolio, showcasing my skills in digital marketing and community engagement, which are crucial for my future career in the digital fitness industry.


References:

Fernwood Fitness 2024, Fernwood Fitness Woonona, Fernwood Fitness, accessed 8 August 2024, https://www.fernwoodfitness.com.au/clubs/woonona.

Instagram 2024, Fernwood Fitness Instagram Profile, Instagram, accessed 8 August 2024, https://www.instagram.com/fernwoodfitness/?hl=en.

Use of Gen AI

This assignment was prepared with the assistance of generative AI tools.

OpenAI 2024, ChatGPT (August 7, 2024 version), OpenAI, accessed 11 August 2024, https://chat.openai.com.