Gate 14
This project was created in a class called Full Funnel Marketing in collaboration with Isabella Tyler and Kelly Peterson. We were presented with a brief and asked to increase foot traffic into Gate 14 Fitness, particularly those who could become potential new members. Their goal was to bring 500 new people into the gym. Gate 14, a boutique gym in El Segundo, describes themselves as a “not-gym.” Rather than focusing on aesthetics, they are driven by growth (internal, mental, and physical) and see themselves as an identity and a way of life. Their mission is to erode the distinction between fitness and life. Therefore, these 500 new visitors should also resonate with Gate 14’s values and mission.
The Ask
After speaking to the gym owners, we decided to focus on attracting potential new members who are young professionals between the ages of 26-32 because they would most likely have more discretionary income and free time to attend classes than potential members with families and children. More importantly, we decided to focus on psychographics and the mindsets of these potential new members. We wanted to target potential members that like to challenge themselves and want to grow both mentally and physcially. Through consumer research in the form of one-on-one interviews, we created a Customer Decision Journey for the typical Gate 14 member.
The Target
For our full funnel content plan, we decided to focus on emphasizing Gate 14’s strengths, including their emphasis on a growth mindset, their driven community, and their unique culture inspired by films, art, music, and books. We also decided to highlight Gate 14’s loyal and die-hard members since we found that those who resonated with Gate 14 would continue to return and create a tight-knit community of like-minded people. My responsibilities included assisting with concept development, consumer research, creating top of funnel/awareness content, writing the brand manifesto, and developing the media plan.
The Work
To increase awareness of the Gate 14 brand, we decided to create out of home advertising content in the form of street art and wild postings mockups inspired by the art, music and books that shape Gate 14’s culture. Our strategy for this piece of content was to build awareness for the brand among like-minded individuals, so that the next time they saw the Gate 14 brand, they would already have a memory or understanding of it. We also recommended that they post motivational fitness videos on social media such as Instagram, TikTok, and YouTube Shorts, since these types of videos trend within gym-centered social media communities and it would fit with the brand’s growth mindset.
Awareness Stage Content
For the consideration stage, we decided to further emphasize Gate 14’s strengths and give consumers a reason to believe by creating a Spotify ad, encouraging incentives and member testimonials, and proposing a collaboration with Darc Sport, a fitness apparel brand based in Los Angeles that motivates its community with the tagline “Never F*ckin Give Up.” Since these two brands share similar messages and motifs, a partnership between the two could be mutually beneficial.
Consideration Stage Content
For the bottom of the funnel content, we emphasized continued communications and events such as targeted Instagram ads for unique events to keep members coming back, continued email communication, highlighting the Gate14 student discount, and re-designing the website to help visitors choose a plan.
Purchase & Loyalty Stage Content
This Brand Manifesto encompasses Gate 14’s unique mission and values, while also introducing the origin story of the gym’s name, which was something that wasn’t initially shared on the website.
