Restorative Massage Therapy

and Earth Day Every Day

Account Team 2:
Madison Farabaugh: Account Executive

Jamison Crenshaw: Account Coordinator

Olivia Miller and Katherine Weiss: Account Associates

Logan Thompson: Creative Team Associate

Madison Buiting: Public Relations Intern

Madalyn Sica and Nicholas Charland: Creative Team Interns

Contents
RMT Introduction 3 EDED Secondary Research 15

RMT Secondary Research 4 EDED SWOT Analysis 17

RMT SWOT Analysis 6 EDED Scope of Work 18

RMT Strategic Plan 7 EDED Results 19

RMT Results 10 Summary 22

EDED Introduction 14 Final Takeaways 24

Introduction
Client:
Restorative Massage Therapy was founded in 2016 by Nadia Ramsey and
is located in Harrisonburg, Virginia. RMT’s services range from relaxing
light massages to deep tissue work, sports massage, and joint
mobilization. Such a wide range of services emphasizes the company’s
mission of promoting full-body healing wellness: physically, mentally,
and emotionally.

Issue Statement:
Restorative Massage Therapy looks to recruit new and retain existing
clients, as well as improve and expand upon the company’s brand
through web design and social media management.

Focus of Project:
Our focus in working with RMT will be to improve the consistency and
professionalism of digital content while building on the company’s
strong reputation and relationship with clients, enhancing referral

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streams, and improving the effectiveness of company communication
without adding significant additional time commitment.
Secondary Research: Internal Factors
Structure: Restorative Massage Therapy was founded by massage therapist Nadia Ramsey, and now
has three additional therapists and an esthetician offering a wide variety of services.

Performance: Restorative Massage Therapy has had strong outreach to both returning and new
clients, which has resulted in 2,971 individuals on their client list, with 719 being new clients in 2020.

Impediments: Restorative Massage Therapy faces time and availability impediments involving the
ability its staff to handle both appointments and communications content. Additionally, RMT lacks
extensive engagement among its platforms and some platforms, such as the website, need updates
to be more consistent with company branding.

Ethical Base: Especially regarding Covid-19, RMT provides relaxation and rehabilitation services
with the highest priority of operating under safe and sanitary conditions.

Niche: Through our research we found that RMT’s strengths include a strong social media presence,
positive reviews and reputation and a wide variety of services.
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Secondary Research: External Factors and Public
Environment
Supporters: Restorative Massage Therapy’s supporters include business partners in the area such as Hotel
Madison and the Robert E. Lee Inn Bed and Breakfast.

Competitors: Restorative Massage Therapy’s competitors in the Harrisonburg area include other
relaxation/rehabilitation companies such as Healing Touch, High Tech Salon & Spa Studio, The Studio Hair
Salon & Day Spa, The Beauty Spa, Cedar Stone Spa, Bluestone Massage & Body Work, and more.

Key Publics: Customers/Clients, Staff, Business Partners

Reputation: RMT has 5-star reviews on reliable platforms such as MassageBook.com, Yelp, and Google Reviews.
These reviews show that RMT has a positive image and reputation in the community.

Visibility & Media Environment: RMT is featured on local review/recommendation websites such as
BestProsinTown.com and widely known websites such as Yelp, Google Reviews, and MassageBook.com. Most of
the company’s reviews and testimonials are positive and/or receive 5 stars. Besides coverage in a “Best of
Virginia” Reader’s Survey in 2018, RMT had not had much media coverage as of September 2020.

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SWOT Analysis
Strengths:
- Wide variety of services
-Strong social media
presence
-Strong client relationships
-Multiple partnerships
Opportunities
-Many options for future
partnerships (sports,
chiropractors, etc.)
-New location
-Holiday season approaching
-Massage/Healing is a
popular trend, especially
during Covid
Weaknesses
-Lack of staff
-Lack of interaction online
-Lack of PR expertise
-Inconsistency among
platforms
Threats
-Many competing spas and
massage businesses in
Harrisonburg
-Lack of media coverage
-COVID-19 restrictions
-Clients may have been
unaware of reopening
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 Strategic Plan: Goal #1
Goal:
Build and/or strengthen relationships between RMT and potential/existing clients.
Objective 1: Increase client bookings by December 2020.
Strategies and Tactics:
● Promote company events and opportunities through social media
○ Ex. 4th Anniversary, Holiday season, Canned Food drive
● Promote company events and opportunities through client emails
○ Ex. 4th Anniversary

Objective 2: Have at least 25 new or returning clients attend the 4th anniversary event in person.
Strategies and Tactics:
● Pitch 4th anniversary to local media
● Draft a press releases and send with email pitches
● Send targeted emails to client list regarding event
● Draft & design social media content for before/during/after event
● Create informational/promotional videos with Nadia and other staff
● Design and order branding stickers/labels for gift bags (includes obtaining quotes/prices)
● Design and order a company banner (includes obtaining quotes/prices)

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● Draft & design coupon for 4th Anniversary gift bags
● Assist in assembling gift bags
 Strategic Plan: Goal #2
Goal:
Optimize the utilization of RMT’s online platforms.
● Objective 1: Create 12 potential Google Ads for each month of the year
Strategy 1: Designate specialty services/products to each month’s ad
■ Tactic 1: Highlight specific holidays
■ Tactic 2: Design advertisement around chosen specialty and budget

● Objective 2: Increase page visits on RMT’s website by 30%

Strategy 2: Increase the consistency of branding and ease of use on RMT’s website and
MassageBook page
■ Tactic 1: Review all platforms for mobile usability
■ Tactic 2: Consolidate menu bar
■ Tactic 3: Add a page for speciality services
■ Tactic 4: Move hours, address, phone number, etc. to a more visible location
■ Tactic 5: Adjust MassageBook to achieve consistency between sites

● Objective 3: Plan and promote at least 1 community giving event by May 2021
Strategy 3: Utilize social media channels as a source of outreach
■ Tactic 1: Determine safety concerns and COVID restrictions
■ Tactic 2: Select location for event (virtual or outdoors) time, date, etc.
■ Tactics 2: Schedule promotions into content calendar

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■ Tactic 3: Post social media content about selected event/opportunity for a
duration
 Strategic Plan: Goal #3
Goal:
Enhance the ongoing effectiveness of community relations

● Objective 1: Provide social media content that promotes health and well-being at least twice a week
Strategy 2: Utilize social media channels to aid customers directly
■ Tactic 1: Explore potential of hosting a social media Q&A
■ Tactic 2: Post brief videos with self-care tips and suggestions
■ Tactic 3: Create spotlights on the benefits of various services

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Results: Online Growth
Channel December 2020 April 2021
MassageBook.com - 436 reviews - 514 reviews
- 5-star rating - 5-star rating
- 98% professionalism - 100% professionalism rating
rating

Instagram - 315 followers - 365 followers

Google Business - 45 reviews - 54 reviews

- 5-star rating - 5-star ratings

Facebook - 605 page likes - 650 page likes

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Results: Products
4th Anniversary Gift Vouchers

Facials Page for Website

Price Rack Card → →

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Results: Social Media Deliverables
Promotional content for
Facebook and Instagram

Social Media Calendar 12

Results: 4th Anniversary Event
-Covid-friendly celebration in
the form a “drive-by”
-Designed & Ordered a
banner and stickers
-Assembled gift bags
-Directed flow of traffic
-Handed out T-shirts
-About 50 visitors recorded

Quotes from visitors:

-”I had never heard of this
place before, but I saw
something online about the
event.”
-“I will definitely be scheduling
a massage or facial soon!”
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Earth Day Every Day
Client:
Earth Day Every Day was founded in May 2019 by Elly Swecker and Ramona Sanders. The nonprofit organization is a
grassroots environmental initiative based in Harrisonburg, VA that informs its community about the harmful effects
of plastic waste, provides practical solutions, and hosts community events (EDED Facebook, 2020). They also
recently partnered with the 50x25 initiative. The 50x25 campaign calls for energy efficiency and energy justice. Earth
Day Every Day partnered with 50x25 because it resonates with it’s zero-waste issue.

Issue Statement:
Earth Day Every Day is looking to recruit young, passionate volunteers and to expand their reach to the counties
surrounding Harrisonburg. Additionally, 50x25 is looking to get a ⅗ majority vote by city council to pass their
initiative for 50% clean energy by the year 2025.

Focus of Project:
Our focus when working with EDED is to carry out their mission of spreading awareness, recruiting a more engaged volunteer
base and gaining support for the campaign which led up to the elections in November of 2020.

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SECONDARY RESEARCH: Internal Factors
Structure: Earth Day Every Day has numerous internal communications and social
media platforms including Facebook, Instagram, and an organizational website and
newsletter (earthdayeverydayofharrisonburg.org). EDED’s events are also featured on
an event calendar from the Climate Action Alliance of the Valley website.

Performance: As of December 2020, EDED’s Facebook Page has 622 likes and 666 followers.
The page is posted every 2-3 days.

Impediments: Earth Day Every Day expressed a lack of engaged volunteers, specifically
younger adults. Additionally, since EDED is a relatively new organization, they are still
looking to gain more awareness of their initiatives.

Ethical Base: Being an environmentally centered organization, one of EDED’s top priorities is
to operate in a way that benefits the environment. This type of conscientiousness not only
causes organizations like EDED to be born, it dictates the way that they should operate.

Niche: Earth Day Every Day’s main focus is on individuals in the Harrisonburg
community who are dedicated to reducing their environmental footprint on an

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everyday basis.
SECONDARY RESEARCH: External Factors and
Public Environment
Supporters: As a non-profit organization, many of EDED’s supporters are those constantly
volunteering their time and resources to run events and other organizational opportunities.
Additionally, the organization has eight sponsors and thirteen partners including the Earth
Day Network and 50x25.

Competitors: EDED’s main competitors include other local non-profits who are also
pushing their own initiatives. Direct competition is present between EDED and non-profits
with similar objectives.

Key Publics: Potential voters and/or volunteers, Local environmentalists

Reputation: EDED is still a fairly new organization. Thus, its reputation has lots of potential
to grow in a positive manner. The fact that it is a non-profit and already has
partnerships/collaborations with other widely recognized organizations, such as the Earth
Day Network and CAAV, are beneficial traits to keep in mind when building its reputation
further.

Visibility and Media Environment: There has been a decent amount of media coverage for EDED
in 2020, including its Pale Fire Kickoff, Earth Day celebration, and movie screening that were all
featured on WHSV.com. Additionally, EDED’s Earth Day celebration initiative of creating yard signs
was featured in Harrisonburg’s The Citizen news website in April 2020 (Abid-Kons, 2020). 16
EDED SWOT Analysis
Strengths
-Partnership with 50x25
-Many reputable sponsors
(CAAV, Earth Day Network)
-Passionate leadership
-Strong social media
presence on Facebook
-Strong internal effort
towards PR/marketing
Opportunities
-Potential for more media
coverage
-Create brand consistency
on Instagram
-Options to reach out to
opinion leaders to speak in
One Minute for Earth
campaign
Weaknesses
-Lack of younger volunteer
base
-Lack of awareness
-Some platforms need to be
updated
-Lack of partnership clarity
in company communications
and social media
Threats
-Environmental issues have
become increasingly partisan
-COVID-19 restricts
opportunities for events
-Language barriers
-Many voters are concerned
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with other issues right now
Scope of Work
1. Media & Community Relations
● Recruit speakers of various demographics for EDED’s “One Minute for Earth” campaign.
→ Reachout to JMU professors/organizations etc. regarding the campaign
→ Via social media, informational emails, and media pitches

● Pitch (via email/press release) at least one event/opportunity to media outlets for coverage in Harrisonburg, Rockingham, Augusta, and
Shenandoah county.
→ “One Minute for Earth”

2. Owned Communication/Promotional Materials

● Draft a newsletter.
→ To be sent through email, posted to social media, and uploaded to website

● Draft at least 1 press release regarding EDED events/opportunities to be sent to media contacts in different counties (Rockingham, Augusta, and
Shenandoah).
→ Related to “One minute for Earth”

3. Social Media Content

● Draft basic calendar for Facebook and Instagram posts related to EDED and/or the Nov. 3rd election.
→ About 10-12 posts: encouraged voting, promoted “OMFE”, recognized “Make a Difference Day”

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RESULTS: Social Media Deliverables

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RESULTS: Media Coverage

Link to Article Here 20

RESULTS: December Newsletter

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Summary: Restorative Massage Therapy
Limitations:
- Restorative Massage Therapy’s limitations were seen through the scope of what was allowed throughout different
stages of the COVID-19 pandemic.
- RMT recently brought on an esthetician who was severely restricted until just November 2020 when it was finally
permitted that the clients could take their masks off for facial services.
- RMT goals: Increase facial booking appointments. So, we focused on revamping the facial’s website page.
- Competition between other spas and massage therapy businesses in the area.
Conclusion:
- We saw a larger scope of work than intended which led us to be very successful in our endeavors to create more
content and strengthen the relationship between the clients and RMT.
- Our 4th Anniversary Drive-Thru event successfully had 50+ people attend to receive goodie bags.
- We were able to focus on enhancing RMT’s social media platforms and creating a more personal space by
managing a photo and video shoot to capture footage of the services they provide.
- These photos are now being circulated on social media and will be put on the website in the future for
further commitment to clearer communication strategies on all channels.
- Many of the social media content was created for this objective, but we also were focused on in-person
communication strategies to revamp like the rack card that our team redesigned for RMT, ordering
stickers to put on products and more.

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Summary: Earth Day Every Day
Limitations:
- Like many businesses and organizations, Earth Day Every Day was deeply impacted by the COVID-19
pandemic and its limitations. Being known previously for its deeply involved in-person events, these
were greatly missed the past 8 months.
- EDED corrected their path toward online-involvement through engaging, personal, anecdotal videos
hoping to increase voter turnout for climate-friendly candidates in the November 2020 elections. This
online event could have been very impactful in person, but EDED persevered and received lots of hits
despite the circumstances.
Conclusion:
- Our team was successful in our endeavors to focus on media relations and gaining attention from
media outlets after pitching and receiving media hits for Earth Day Every Day in the Augusta Free
Press.
- The online event’s success was measured by likes and views which exceeded 8,000-- far greater than
expected.
- EDED’s goals: focus on climate-friendly policy changes
- In November 2020, a resolution by 50x25 was passed through city council.

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Final Takeaways: Team 2

● How to communicate and work efficiently virtually in hard times

● Sometimes not everything will work out as planned, but the important thing is
learning how to adapt

● How to effectively translate a client’s voice/aesthetic into deliverables

● Understanding the importance of proper communication and reliance when

working with a (remote) team

● Learning about the pitching process with press releases and adhering to client
feedback

● How to create timelines that are efficient yet value quality of work over quantity
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