The Therapy Rooms – Tracy Russell is an expert in remedial massage therapy and had built up a loyal client base for her home business over 18 years. In 2011 she was ready to open her own practice, so when the right premises came up, Tracy knew she was ready to make her move.
The Therapy Rooms is based in a quiet residential neighbourhood in Jesmond, Newcastle upon Tyne with easy access and good parking. We worked on-site and remotely, providing tactical support and advice on marketing and communications as well as training sessions.
We worked with Tracy and the team her June 2012 – February 2016 at a key point in their growth. The business was moving into new premises and Tracy was growing the team, so needed to build the client base.
In the short- to medium-term, The Therapy Rooms wanted to improve their customer acquisition, grow their customer base and turnover whilst establishing their expertise. They also wanted to make clients aware of the benefits of working with experts in remedial massage therapy and cross-sell complementary therapies available at the practice.
We were tasked with helping them to raise their profile, build brand awareness in their catchment area and educate their target customers as to the benefits of remedial massage therapy. Tracy was keen to differentiate her practice from those offering massage purely for relaxation.
We, therefore, focused on sports massage, deep tissue massage, trigger point therapy and an area in which Tracy specialises, Temporal Mandibular Joint Dysfunction (TMJ).
We worked with Tracy to develop a marketing strategy and helped to deliver regular communications for the following two years until the team were ready to take over the reins. We also delivered our very first ‘prototype’ content marketing workshop to them!
We proposed a mix of content marketing and digital marketing – blogs, newsletters, social media, email marketing, web content and SEO – which The Therapy Rooms are still delivering today.
Outcome / Outputs
Tracy’s longterm ambition was to make The Therapy Rooms the ‘go-to’ for remedial massage therapy and she has built up a thriving business, employing a range of fellow specialists. She has a solid reputation, an excellent head for business and marketing and ‘X-ray specs’ – she can see where your pain is coming from.
Tracy was keen to manage marketing and communications in-house and with the right systems and processes in place, has fully embraced the power of content marketing.
The Therapy Rooms, 10 Newlands Road, Newcastle upon Tyne, NE2 3NT