Bikram Yoga Ogden offers a unique style of yoga practiced in a room heated to 104 degrees and having a humidity of 40%.  They have a small group of dedicated patrons but were looking to expand their business, primarily tapping into the large college population of the city.  In order to better understand their situation, market research of focus groups, surveys, and yoga class participation were conducted along with a business, competitor, and SWOT analysis.  A different communication strategy, targeting of said communication strategy, and tailored promotions were developed to help reach their goals.

Much of Bikram Yoga Ogden’s lack of promotional participation stems from their lack of understanding their customers.  No previous research had been conducted to identify who their clientele is or how to best reach them.  Through the research conducted; automated payment deduction plans, social media, business partnerships, email campaigns, and a redefined target markets were identified.  These key categories defined the overarching tactics to increase memberships and awareness.

A redefined process of signing customers up for an electronic funds transfer was presented in order to retain current patrons.  Increased awareness of Bikram yoga in general and what Bikram Yoga Ogden has to offer through enhanced social media presences allowed for a greater and more optimized reach.  Storefront banners, web banners, and direct mail pieces were developed to round off the the integrated communications plan.