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Fitness First

Fitness First

Working in collaboration with the renowned Fortune Cookie Digital Agency we refreshed the Fitness First tone of voice and gave them content strategy training. It was satisfying to be able to show such clear results with the new tone of voice and give clarity to such a potentially complex content strategy process.

What happened?

Brand language.
Through discovery workshops we began to articulate a tone of voice and brand language to go with the Fitness First website and brand refresh.

Content strategy training.
We developed tools for Fitness First to use across the UK to help them monitor content and commission copy that is strategically targeted.

Copywriting training.
The head of the marketing department received copywriting training.

Why did they like it?

The Fitness First marketing team saw strong evidence of how the shift in the tone of voice could have such an impact on how they relate to their audience. By using personas and message maps, the language they use is now much more targeted to answering real audience needs.

They also benefited from being given the tools to take care of the copy life-cycle themselves.


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