Robin Bahlenberg
UX designer

Social Media Strategy

Spirit Fritsla x Hyper Island

Brief and Challenges

The client was a small important community-driven MMA club in a small village called Fritsla, in southern Sweden. This club was created by its owner who came to be the main contact person throughout the project. It started out as a kickboxing establishment to teach his friend how to do it, but it evolved into something larger. Now it is a tight-knit community with a focus on teaching and learning MMA as a family. The most important thing for the founder of the club was that it was not his club, but "our club", being together in a family-like community where you feel like you're coming home as soon as you enter through the doors.

But what is stopping him to achieve his vision with the club is time, resources, and competition. He wants to maintain the family feel, to be true to the roots of MMA and still grow as a modern club in a relatively small town with about 50-100% (about 20-25 people). This is where we come in. We were a team of six people, who created a new social media and marketing strategy to gain more attraction through spreading the message, through storytelling and putting emphasis on the core values of the club that makes it stand out from their competitors.

Objectives

Our goal in this project is to create a community within Spirit Fritsla where everyone is warmly welcome. We want everyone to feel like home when they are entering Spirit Fritlas doors. Everyone deserves to strengthen both their psychical and mental health to get a better life. We also want to attract new members with a focus on more females to the club to get a more diverse core group.

Spirit Fritsla needs our help to reach out to new members and let people know about their organization. Because of this, we chose to focus our strategy on telling the story of Spirit Fritslas warm and welcoming athmosphere through their brand identity and social media content.

Why, How, What?
Social Media Strategy

Why

"The most important part within Spirit Fritsla is not the fight itself, neither is it about the tension between me and my sparring partner. It's about me and myself"

Spirit Fritslas goals are to create a community for their club members where they are all family and run the club together. They want to help their members develop strength both physically and mentally. They need our help to reach out to new members and let people know about their brand. Because of this, we chose to focus our strategy on telling the story of Spirit Fritslas welcoming and warm atmosphere working on their brand identity and social media content.

Social Media Strategy

How?

By reflecting the warm, welcome and including community to social media the reach of new members is short. Being active on social media and pushing out content several times a week - creates a bond and increases relations between existing members and most importantly raises awareness and interest for potential members. It is important for Spirit Fritsla to push out content on social media that is in line with their value proposition.

The purpose here is for the content to be entertaining but also to create empathy and a deeper understanding for the club so that our target audience can connect and build interest.

What?

The strategy that we’ve created for this project will result in more potential members. One of our main objectives is to get more women into the club for a more diverse core group. Moreover, our work with the social media platform accounts on Instagram and Facebook will result in more viewers, which in turn leads to more potential members and a more professional outside view of Spirit Fritsla as a club. Another aim is to clarify the value proposition of the club and in that way distinct Spirit Fritsla from their competitors.

Our Hero

At the heart of every organization is a story and a hero. It’s critical to know what attributes define the inner character of the hero. Storytelling is about the higher purpose of why our hero exists and why we should care.

Social Media Strategy

Being active on social media pushing out content several times a week creates a bond and increases relations between existing members and most importantly raises awareness and interest for potential new members. It is important for Spirit Fritsla to push content on social media that is in line with their value proposition and that reflects their community.

A new Facebook and Instagram page to reach out to both the community and get in touch with surrounding people is a huge step in the right direction. The content for their community should be entertaining, but also create empathy and a deeper understanding for the club so that our target audience can connect and build interest.

Suggested content categories:

  • Quotes - short lines of text is related to the community

  • Techniques - Pictures and videos on how to practice different moves

  • History - Showcasing the history of the club and their in-depth knowledge

Outcome

The strategy that we’ve created will help Spirit Fritsla grow their community. Their updated social media profiles and their new website will not only help the organization stay modern in time. This would also attract new members with our suggested content and keep the club’s current audience interested in the social media strategy that we developed in this project for the first month as a template for them to continue to work from.

In a more long-term perspective, a homepage/website has also been created for Spirit Fritsla. There are many benefits to having their own website;

  1. The wee connected this site on both Instagram and Facebook, where visitors can go and quickly sign up for a training session within seconds.

  2. Second of all the homepage will appear on search engines that everyone are using on a daily basis.

  3. Third, it will be easier to reach them and come in contact with the club directly.

"I would like to give you credit to really work WITH the client instead of for him. We walked the extra mile and really went in there and worked with him."
- Anders Hallberg, Industry Leader

Client

Spirit Fritsla

Agency

Hyper Island

Date

2020-11-20 - 2020-11-23

My Role

Storytelling

Social Media Content

Content designs

Pitch solutions

Design Tools

Adobe Illustrator

Adobe Photoshop

Figma

Credits

UX TEAM

Jon Adler, Robin Bahlenberg, Alexander Haaland, Dimitri Karlov, Nagmeh Shahzadeh, Simon Sjödin,

SPIRIT FRITSLA

Stefan Aldén

INDUSTRY LEADER

Anders Hallberg