CorePower Yoga: First Impressions
First impressions are everything – especially for brands. That’s why making a significant splash in a new market is vital at all stages, from the lead-up to the grand opening to what comes next. It’s about building buzz, but also maintaining buzz.
Recently, premier yoga brand CorePower Yoga entered the Charlotte, NC and Philadelphia markets, opening its first studios in these vibrant cities. TURNER was challenged with supporting the studio’s pre-, grand and post-opening to ensure maximum consumer impact, membership conversions and continued foot traffic.
WHAT WE DID
To yield significant media coverage and buzz surrounding CorePower’s entry into Charlotte, TURNER focused on in-market media engagement tactics, including exclusive pitch opportunities, a pop-up experience, a pre-opening media event, unique partnerships, influencer collaborations, post-opening reviews and spokesperson interviews.
TURNER coordinated a partnership with Industry, a local co-working space, for a CPY “sweat working” series leading up to the new studio opening, offering two free classes, open to the public and Industry members. CPY also teamed up with the Charlotte Observer for a first-look at the studio for a feature story, which ran two days prior to the studio opening. CPY also hosted a media preview two days prior to the studio opening, where 10+ media received a tour of the studio and a private, signature C2 class. TURNER also hooked CPY up with local Charlotte influencer The Dainty Darling to host a grand opening event – free and open to the public – followed by a post-class reception.
TURNER curated an exclusive Philadelphia media hour prior to the grand opening “Friends & Family” class to allow local journalists and bloggers the first chance to cover and review the new studio. We invited guests in for a brand overview, studio tour and retail showcase before joining CorePower Yoga’s signature heated vinyasa class. Following the class, media guests were treated to post-class refreshments and one-on-one time with the studio manager and instructors. Media and influencer attendees included Philadelphia Magazine’s “Be Well Philly” blog editor and a contributor to BizBash Philadelphia, both of whom wrote aptly-timed features highlighting CorePower Yoga as a new and leading player in the local fitness scene.
CorePower Yoga made a strong first impression in both Philadelphia and Charlotte. TURNER secured a range of feature coverage positioning the brand as these cities’ new leader in yoga, including key brand messaging and priorities such as its unique practice, opening promotions, studio manager and instructors’ point of view, grand opening event details and more. The coverage resulted in increased membership sales and continued community buzz and foot traffic.
TURNER’s efforts in Charlotte resulted in multiple features in the Charlotte Observer, as well as additional coverage in Carolina Style Magazine, the Charlotte Agenda, the Charlotte Post, Charlotte Five, local fitness blog Sweat & Sweets and more.
In Philadelphia, CorePower Yoga was featured in top regional print, online and broadcast media including Philadelphia Magazine, Philadelphia Weekly, FOX 29 News Philadelphia, FYI Philly (ABC 6) and BizBash Philadelphia, among others.