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FITRow
Integrated Brand Marketing
Challenge
On November 30, 2016, Assembly Row announced the newest addition to the second phase of its development, FITRow, a new-to-market fitness concept featuring five boutique studios and a juice bar under one roof.
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Although this unique concept garnered excitement in the market and in the press, there were several challenges to address on the road to establishing FITRow in 2017 which included creating leasing buzz to generate dealmaking for remaining vacancies, construction wayfinding and visibility & brand.
Solution
Marketing team met with each studio at their pre-existing locations in order to understand the culture of each wellness concept and how that makes them successful.
From this, the Marketing team developed a
FITRow marketing plan that included:
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Signage and wayfinding solutions
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PR and communications outreach strategy
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Creation of FITRow events to target customer base
As a result of these marketing tactics, we had over 20+ events, 21 stories including several valuable broadcast and print stories and most importantly we signed the 5th deal was signed before the grand opening in the fall of 2017.