As a new boxing concept offering high-intensity, full-body workouts in a classic old-school boxing environment, Pepper Boxing had the opportunity to shake up the Music City fitness scene with a unique ring-like bag layout and personalized approach. The studio was slated to open in Green Hills in summer 2017 and RPR was brought on board to execute a PR and community relations campaign to raise awareness and drive sales of class packages ahead of the opening.
STRATEGIES + TACTICS
With several other fitness options already established in Nashville, RPR developed a plan to position Pepper Boxing as an integrated part of the local community through a series of community events and partnerships in addition to an aggressive media relations campaign. The community events included working with nearby apartment buildings to share news of the opening with residents, speaking at meetings with prominent local organizations and flash workouts around the city.
RPR secured media placements in multiple outlets including The Tennessean, Nashville Lifestyles, Nashville Fit Magazine and WSMV’s Today in Nashville, to name a few. The coverage resulted in more than 2.4 million media impressions. One of the most successful community events was a strategic partnership with the Sevier Park Festival where 40,000 attendees had a chance to meet the Pepper Boxing trainers and get a taste of the Pepper experience through a flash workout. As a result of the partnership, Pepper Boxing was featured on the event’s website, included in their radio ads and collateral materials, mentioned in social media posts and the studio was given a premium booth location at the event.