Coeur Climbing’s Power of Partnerships
Client background
In 2020, Coeur Climbing, a local indoor climbing gym, laid the groundwork for their business by working with Rinehart Marketing to develop their brand identity and create their original website. However, their business buildout faced delays due to the challenges posed by the COVID-19 pandemic. Finally, in December 2022, with a leased space secured, they were ready to open their doors to the public in spring/summer 2023. Recognizing the need for marketing support, they turned back to us for assistance.
Our suite of services and approach
We proposed a comprehensive marketing strategy that catered to Coeur Climbing's limited budget and ambitious goals. To create a strong foundation for their marketing efforts, we used the "get-keep-grow" funnel framework. Our approach included:
1. Digital Presence
We gradually updated their website as the buildout progressed, ensuring a seamless experience for potential customers. Additionally, we focused on establishing a robust digital footprint to boost search engine optimization (SEO).
2. Ongoing Marketing Services
To build awareness and generate demand for their memberships, we provided content marketing, social media marketing, email marketing, branded signage, and selective event marketing.
3. Power of Partnerships
Our key recommendation centered around forming partnerships with local businesses to generate awareness, buzz, and demand for memberships throughout the buildout.
The power of partnerships - why and how
With a constrained marketing budget, strategic partnerships with local businesses emerged as a game-changer for Coeur Climbing. Collaborating with businesses that shared a similar target market allowed them to tap into their partner's customer base, gaining brand visibility without hefty spending on top-of-funnel activities like advertising.
Our client's founder, Daniel, played a vital role in building relationships and leveraging his network within the community. Coeur Climbing's focus on community transformation through climbing made collaborating with local businesses a natural fit. By offering exclusive benefits to founding and ongoing members through joint promotions, they created a win-win situation for both parties.
Implementation
Starting with sports retailers, coffee shops, and breweries, we secured nine exclusive offers for founding members and six ongoing offers for all members. These partner offers were prominently featured in promotional materials across various channels, including social media, flyers, and emails.
Running giveaways with partner contributions further amplified brand awareness, leading to significant follower growth and engagement on social media platforms.
Results
The gym exceeded their target sales of pre-opening memberships by the end of the promotional period. The grand opening event, with the participation of 12 local businesses, drew around 150 attendees and showcased a vibrant festival atmosphere, solidifying partnerships within the community.
Keys to Success
The success of Coeur Climbing's partnership strategy can be attributed to:
Daniel's strong relational skills and community reputation
Willingness of partner businesses to actively collaborate
Integrated messaging across all channels and focused call-to-actions (CTAs)
Comprehensive measurement and robust execution of all components
Takeaway
Coeur Climbing's investment in strategic partnerships yielded remarkable results at a minimal cost. By leveraging existing networks and fostering meaningful collaborations, they achieved tangible and intangible benefits that surpassed traditional advertising approaches. This success story underscores the power of building partnerships as a vital marketing strategy for local small businesses seeking sustainable growth and community engagement.
If you're ready to elevate your business and forge impactful connections, Rinehart Marketing is here to guide you on this exciting journey.
