CLIENT
One Body Massage & Wellness Center - an established, Ridgewood-based alternative health and wellness center offering clients a spectrum of wellness services including Nutritional Counseling; Reiki Therapy; Reflexology; Aromatherapy; and Swedish, Deep-Tissue, Corporate Chair, Sports, Pre-Natal, Hot Stone, Senior and Couples Massage.

GOALS
• Position One Body Massage & Wellness Center as the area’s leading provider of affordable and convenient massage and complementary wellness services.

• Establish a foundation to support One Body’s expansion into the market for alternative and complementary therapies.

• Expand the client base.

STRATEGY
• Analyze the existing competition (local day spas and hair/nail centers that offer massage) to identify points of difference that distinguish One Body’s services and capabilities from the competition.

• Utilize an integrated and highly targeted communications program to expand awareness of One Body’s capabilities and services.

AUDIENCE
• Current client base
• Prospective clients
• Fellow healthcare providers
• Corporate clients and businesses
• Media

TACTICS
• Maximize existing identity by capitalizing on strong logo.

• Create communications and marketing materials to successfully support the transition from a massage therapy center to an integrated alternative wellness center.

• Use variety of media to market One Body to its various audiences.

THE PROGRAM
Advertising
Reviewed current advertising approach and results. Defined messages emphasizing One Body’s unique niche – convenient and affordable massage therapy for busy people. Developed high-contrast, impactful advertising program complementing direct mail program.

Business-to-Business Direct Mail
Developed targeted letters to local healthcare practitioners and other related local professionals to promote services and foster networking and client referral. Also promoted corporate services to leading businesses in North Bergen region.

Consumer Direct Mail
Created coordinated direct mail campaign/complementary advertising program for the Holiday Season and Valentine’s Day; developed bi-monthly newsletters to showcase new services and special offers. Targeted programs to existing client base and pre-qualified prospect lists.

New Client Welcome Kit
In response to steadily increasing client base, created comprehensive welcome kit to provide detailed information about One Body’s services, staff, hours and the One Body history and vision.

Earned Media
Created comprehensive publicity kit and regularly issued press releases concerning One Body staff news, expansion of services and specific promotions. Worked with journalists to highlight founder’s unique story and vision in feature articles.

Community Relations
Identified opportunities and coordinated involvement in events such as the Ridgewood Breast Cancer Walk and The Ridgewood Country Fair to enable One Body to showcase its services and capabilities.

Website
Designed an interactive worldwide portal to provide information specific to One Body services and to enable clients to schedule appointments, purchase gift certificates and money-saving package plans online.

RESULTS
Gift Certificate sales during the 2001 Holiday Season were up 200 percent as a result of the coordinated direct mail and advertising campaigns that began at the end of November. The return on investment was approximately 10 to 1.

Client base has grown significantly since the program was initiated in August 2001, with approximately 6 to 10 new clients joining the One Body Wellness family each week.

To support this growth in its client base, and to enable expansion of services offered, One Body recently completed an expansion, doubling the square footage of its current location.