VIDA

An established and successful brand in the DC marketplace, VIDA opened a new location in Arlington’s Ballston neighborhood during the pandemic. While its other six locations were thriving, staffing issues and pandemic-related restrictions made forging connections and growing memberships in the Arlington community difficult. VIDA came to Arlington Strategy looking to incorporate the “Arlington Way” into its messaging, strategies, and tactics for use in the local market, and connect to a different target demographic than the brand’s other locations.

Brand Audit and Recommendations

We provided a brand audit, to help VIDA understand how their existing brand and marketing were working in Arlington—as well as recommendations for adjusting their approach and tactics to target 4-5 specific zip codes. This exercise included an audience assessment, persona development, and audience-specific messaging.

Marketing Plan

We developed a strategic marketing plan, which identified integrated strategies to push both brand awareness and customer acquisition using digital platforms, traditional media, email marketing, social media, and events.

Multi-Channel Messaging Campaign

After completion of the plan, VIDA hired us to begin execution—to conceive and build out multi-channel creative messaging campaigns targeted toward the Arlington community.