Tiger Schulmann's Mixed Martial Arts
full case study coming soon
*To comply with my non-disclosure agreement, I have omitted and obfuscated confidential information
in this case study. All information in this case study is my own and does not necessarily reflect the views of TSMMA.
Overview:
Established in 1984, Tiger Schulmann’s Martial Arts trains thousands of men, women and children weekly. Thirty years and over 200,000 students later, Tiger Schulmann’s MMA is the largest martial arts school in America. Tiger Schulmann’s mission is to help people get fit, gain confidence, and reach their life goals through the best martial arts training possible. Their proprietary Martial Arts programs provide adults and children with proven physical and mental training to further their health and wellness. Tiger Schulmann’s MMA is the largest martial arts school in America.
Established in 1984, Tiger Schulmann’s Martial Arts trains thousands of men, women and children weekly. Thirty years and over 200,000 students later, Tiger Schulmann’s MMA is the largest martial arts school in America. Tiger Schulmann’s mission is to help people get fit, gain confidence, and reach their life goals through the best martial arts training possible. Their proprietary Martial Arts programs provide adults and children with proven physical and mental training to further their health and wellness. Tiger Schulmann’s MMA is the largest martial arts school in America.
The Challenge:
After finding that social media marketing was not recruiting new students, Tiger Schulmanns was in need of a digital transformation for their website and email campaigns. Digital Marketing is used frequently by sports organizations to communicate with fans thereby building their customer base. Many consider using digital marketing (including social media) as an absolute requirement in the current business environment. Use of social media does not always play the role expected. In a study of 10 marketing techniques designed to increase participation in intramural athletics at a large Midwest university, social media was the least effective as the message was viewed as being impersonal or lost in the clutter of the medium, other forms of communication (e.g., website and email) were more effective. It was noted that social media plays a more important role in the retention of customers than in attracting new ones. The school’s website seemed to be the largest contributor to the growth with almost half of the student body indicating that they found the school by way of the website. Once they have found the school, the question remained what actually causes them sign up, or not, for additional classes?
After finding that social media marketing was not recruiting new students, Tiger Schulmanns was in need of a digital transformation for their website and email campaigns. Digital Marketing is used frequently by sports organizations to communicate with fans thereby building their customer base. Many consider using digital marketing (including social media) as an absolute requirement in the current business environment. Use of social media does not always play the role expected. In a study of 10 marketing techniques designed to increase participation in intramural athletics at a large Midwest university, social media was the least effective as the message was viewed as being impersonal or lost in the clutter of the medium, other forms of communication (e.g., website and email) were more effective. It was noted that social media plays a more important role in the retention of customers than in attracting new ones. The school’s website seemed to be the largest contributor to the growth with almost half of the student body indicating that they found the school by way of the website. Once they have found the school, the question remained what actually causes them sign up, or not, for additional classes?
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