Marketing Strategy Proposal
A one-page plan for a newly opened studio's first three months of marketing
Strategy proposal
Client · Local pilates studio (newly opened)
Timeframe · First 3 months
Monthly budget · $2,222
🎯 Member goal
120
Within 3 months
📝 Trial sign-ups
400
Assumes 30% join
🖱️ Landing visits
8,000
Assumes 5% sign up
💰 Monthly budget
$2,222
4 channels
Situation

As a new studio, it has almost no reviews or awareness, and three competing studios sit within 1 km. Rather than competing on price, the starting point is to lead with its strengths: small classes (6 people max) and 1:1 posture feedback.

Target Audience
👩‍💼 Working women in their 30s

Looking for an after-work workout. Care about fixing posture, neck, and back pain. Class times and location decide it.

👩‍👧 Women in their 40s, postpartum

Want to rebuild core strength and shape. Prefer a small studio with personal attention over a big gym.

Core Message
50 minutes after work, in a class of 6, with someone checking your formDifferentiate on small classes + 1:1 feedback, not price
Channel Roles
ChannelRoleWhat it doesMetric
Naver Place & blogSearch trustShow reviews and location to people searching for "pilates near me" (Naver is Korea's main local search)Place saves, blog traffic
InstagramAwareness & proofConvey the vibe through class clips and member resultsFollower growth, saves and shares
Meta adsTrial sign-upsOffer a trial class to working women within 3 kmCost per trial sign-up
KakaoTalk channelFollow-up & retentionPost-trial sign-up chats and renewal remindersSign-up rate, renewal rate
Working Backward from the Goal (KPI Tree)
120 members = 400 trial sign-ups × 30% join rate
400 trial sign-ups = 8,000 landing visits × 5% sign-up rate
8,000 landing visits = ad clicks + Naver Place and blog traffic
Monthly Budget Split ($2,222)
Meta ads
$1,000
Naver Place & blog
$667
Instagram content
$333
KakaoTalk channel
$222
Risks & Responses
1Too few reviews early on → offer trial members a free 1:1 session for a review, aiming for 30 reviews in month one.
2Competitors discounting → don't match on price. Lead with small classes and 1:1 feedback, and let the trial class make the comparison.
3Trial members not signing up → send personalized feedback on KakaoTalk the same day and book a follow-up chat within 3 days.

This is the proposal format I deliver in real advisory work. Industry details and figures have been replaced with sample data to protect the client.