The Brand.

Future Fitness App is a personal trainer app that connects users with world-class performance coaches based on their personal fitness needs. The coach then designs weekly personalized workouts to keep clients on track with their individual fitness goals.

The Production Work.

I worked with Future’s Design Team to create quarterly projects including social campaigns, apparel launches, and corporate partner assignments. Below displays, a bi-weekly project called Ask a Coach. This gave the opportunity for Future’s followers to ask a performance coach any fitness-related questions.

The Social Strategy.

Below are four social media tools that were implemented at Future.

1. Social Media Calendar. Social media calendars create organization, maintain consistency, and allow visibility across different departments. The social calendar not only created a structure for the entire social media team but improved communication and transparency across the entire marketing team.

2. Content Schedule. The content schedule included specific fitness-related content for each day of the week. For example, Monday Motivation, Tip Tuesday, Workout Wednesday, and so on and so forth. Weekly engagement posts were also implemented.

3. Engagement Posts. Engagement posts were designed to increase comments and engagement on Future’s IG posts. Once implemented, they performed exceedingly well, increasing user engagement by 500%. Please refer to the engagement post templates below. Future’s social team continues to use these today.

4. Posting Cadence. To maintain a posting schedule and increase followers and engagement, a posting cadence was created. This was used in conjunction with the social content calendar.

The Instagram Strategy.

A marketing strategy was created and gradually implemented for each social media platform.

1. Content. Instagram Reels were prioritized due to Instagram’s push for video form content. 7-30 second videos were created, edited, and posted with trending audio to ensure higher organic reach.

2. Performance Analytics. Social analytics were evaluated weekly to assess well-performing vs. poor-performing content. These KPIs gave the team insight into how to pivot content and overall social media strategy.

3. Brand Voice. A strong brand voice gives a brand personality which in turn differentiates itself from its competition. Thus, a response sheet was created. The social media manager would conduct community engagement using the brand response sheet on every social platform.

The TikTok Strategy.

I revamped Future’s TikTok account during my last month at Future.

1. Page Refresh. The TikTok bio was updated to explain the fitness app to new and existing viewers, including a CTA, and a link that directed users to the website. Video font, style, and color were then chosen to be used in each video posted to remain on brand.

2. Content. A sign-up sheet and video shot lists were created to help coaches record professional, on-brand videos. The shot lists included a detailed description of the video footage the coach was instructed to record.

3. On-Going Series. The Meet Our Coaches series was created to bridge potential clients to coaches. For more information on this project, please click here.

The Roles.

• social media strategy

• video editing

• TikTok refresh

• content creation

• production design

• campaign projects

Other various production design tasks would include organizing, retouching, and cropping incoming coach photos, carrying out article mention tags, and creating a visual audio overlay for Instagram story podcast feature shares.