Slide 1
Introduce team members.
Slide 2
You challenged us to use design to help inspire New Zealand women to love the skin they’re in. In order to generate solutions and appeal to your target audience, we thought we needed a deeper understanding of your business and the overall issue you are trying to combat.
Slide 3
When looking into studies related to the issue, we found that 60% of women are dissatisfied with some part of their bodies and that body image issues and lack of body confidence are seen as the norm for women. They also revealed that women are more likely to engage with the world around them and challenge themselves when they feel confident in their skin, which is something we see that you have recognised and we regard as the founding concept for Body Love NZ.
We see Body Love NZ’s mission as building a community of supportive women focused on spreading the idea of self acceptance. We really resonated with this idea of teaching women to love themselves to their inner core and celebrating their bodies in a positive, non judgemental group environment.
Slide 4
The tensions we identified were: (read slide). We evaluated these based on our teams impartial views of your business, and moving forward it would be important to assess if this is how you want to be perceived, or if we could help you make changes to balance these tensions.
Slide 5
Marketing physical and nutritional health to women is by no means a new idea, which also means there is a lot of competition. (Read slide) are just some of the competitors both nationally and internationally that we identified.
American business Body Love shares your name which would make it difficult for you to expand internationally. They are very nutrition based and sell a 6-week eCourse.
Tammy Shemesh owns Body Love Matters, an Australian company which is focused on individual journeys, rather than the community approach of Body Love NZ.
The Body Image programme at Women Health Action NZ is only one of their many programmes and therefore is not as well developed as Body Love NZ and also targets a younger age group.
Motivate Me is the biggest competitor we identified for you as other than your differing visual styles, you offer very similar programmes.
Slide 6
We applied S.W.O.T analysis to your business and identified your strengths as:
- A focus on the full circle of well-being, assisting with both mental and physical health
- A community driven experience with ongoing support for women
- Group settings which facilitate peer encouragement
- A friendly and engaging experience
The weaknesses:
- A lack of promotion has resulted in a limited presence and makes you hard to find
- We’ve recognised that you are struggling to define your audience and attract the women that you wish to assist.
- Whilst we realise that you provide services “at cost” and therefore are not profiting, we still feel that some of your programmes are priced out of reach for the target audience you define.
The opportunities we see are:
- To create a system with different levels to continually engage both new women attending, and returning women.
- Or you could partner with Motivate Me in a situation where you start women on their journey and then let them progress through to Motivate Me.
- To grow your business you could train ambassadors to allow keen women to feel much more involved and extend your reach further.
- Attending relevant events could increase your visibility and presence in the market.
The threats we’ve identified are:
- Gyms
- Similar health programmes
- And insecurities within your target audience which may prevent them from engaging
Slide 7
We identified some macro and micro trends that affect your target audience to help us understand them better. These trends include: Bikini bodies, dieting, concerns for health, paleo, skinny tea, active wear, smoothie bowls, strong bodies and waist trainers. The dossier expands on these in detail.
Slide 8
Further to identifying trends, we decided to do some of our own research in the form of an anonymous online survey. The key information we took from this was that women rate their confidence at a 6.18 on a scale of 10. Although we knew that body confidence was an issue, we were surprised and saddened by such a low number. We would love to help you raise this.
Other interesting insights we gained from our research were that more women place importance on being fit rather than losing weight and that 75% of women feel that exercising improves their confidence. This is a positive result for you as it reflects your focus on wellbeing rather than weight loss.
Slide 9
In our survey we asked respondents to share with us women who inspire them to see who their role models were and whether these reflected the Body Love NZ ideals. Popular responses included; Beyonce, Emma Watson, Simone Biles, Adele, and other celebrities, fitness figures, and personal inspirations.
Slide 10
These are the audience profiles we created to represent the different types of women who you are targeting.
The apple seed is a woman who has never heard of Body Love NZ and doesn’t know what they do. She’s nervous and unsure about anything to do with fitness and wellbeing and she doesn’t fully understand the benefits to her.
The apple blossom is a woman who has become interested in Body Love NZ through friends or social media. She knows she needs improvement in her mental and/or physical wellbeing but is very unsure about how to go about it. She is intimidated by the group environment and sharing with women she doesn’t know, but she realises she needs the support from a group to make real changes.
The apple is a woman who has been a Body Love NZ regular for a while now. She has been attending their events and loves the support network of women that she has met. She can see all of the improvements she needs to make within herself and she is happy to continue her journey within the Body Love NZ framework, especially with all the friends she has made.
Slide 11
Through all of our analysis and research we came to the conclusion that the best way to help Body Love NZ is to use design to improve your promotion and raise awareness.
Slide 12
Our first idea to pitch to you is an improvement of your social media promotion. We think that currently your posts mainly seem only applicable to people who are part of the program already and they also don’t appear to prompt your followers to continue their journey between sessions.
To improve this you could post content such as; quick easy recipes/snacks, goal for the night for example do 10 push ups, encourage followers to share a post-workout selfie.
There is also an opportunity to reach new people by putting a small budget towards Facebook promotion for a short time or a specific event.
Slide 13
Our second idea is creating vinyl stickers of motivational, uplifting quotes that relate to Body Love NZ’s key messages and sticking them around Wellington City to raise awareness of the business and inspire people even if they aren’t members.
Slide 14
Our third idea, and the one that we believe would be the strongest to move forward with is providing you with a stall and promotional materials that you can take with you to relevant events. Conferences like the Women’s Lifestyle Expo, and the Health & Wellbeing Expo would be a great environment to promote Body Love NZ within. We would design a stall to engage potential members and we have started collating some of our visual ideas such as chalkboards, use of natural materials, eye-catching, unique displays etc. in this collage.
Slide 15
We have also considered designing goody bags and brochures as physical takeaways from the stall. We have started thinking about fabrics and prints for the bags, along with potential shapes/folds for the brochure.
Slide 16
We’re really delighted to be involved in this project and hope that the ideas we’ve come up with are relevant and exciting for you.
