ASHTANGA YOGA MONTREAL
CASE STUDY
Role: Marketing Lead
Project Overview
Ashtanga Yoga Montreal (AYM) is a renowned yoga studio specializing in Ashtanga Yoga, located in the heart of Montreal. The project involved a full-scale digital marketing campaign to increase AYM’s visibility, attract new students, and foster community engagement. My task as the Marketing Lead was to revitalize the studio's online presence, amplify class registrations, and promote special workshops and events, all while staying true to the essence of Ashtanga Yoga—a practice that emphasizes discipline and mindfulness.
My Role
As the Marketing Lead, I was responsible for the strategic planning and execution of a comprehensive digital marketing campaign. My role included overseeing content creation, managing social media, developing email marketing strategies, conducting analytics, and working closely with the studio’s instructors to align marketing efforts with their personal brand.
Goals
🙏 Increase student enrollment by attracting both new practitioners and experienced yogis.
🙏 Promote upcoming workshops and teacher training programs, geo-targeting the greater Montreal area.
🙏 Enhance AYM’s social media presence and fostering more interaction with followers.
🙏 Expand brand visibility and recognition through organic traffic and targeted advertisements.
Strategy & Execution
🙏 Brand Refinement & Audience Research: I started by conducting a thorough audit of AYM’s existing online presence and competitor analysis within Montreal’s yoga community.
🙏 Website Optimization & SEO: I led a complete refresh of the website’s content, focusing on user experience and optimization for search engines.
🙏 Social Media Campaigns: A large portion of our strategy was geared toward increasing social media engagement, especially on Instagram and Facebook, where the yoga community is highly active.
🙏 Email Marketing & CRM: I developed a targeted email marketing strategy, segmenting AYM’s email list into categories based on student experience (beginner, intermediate, advanced) and interests (general classes, workshops, teacher training). Weekly newsletters featured upcoming events, exclusive promotions, and educational content around Ashtanga philosophy. Open rates and conversions were closely monitored and improved by A/B testing the content and call-to-actions.
Challenges
🙏 Competitive Yoga Market: Montreal has a diverse yoga scene, with many studios offering various styles and programs. Standing out amidst this competition required a tailored approach that emphasized AYM’s core strengths.
🙏 Limited Online Presence: Before the campaign, AYM had minimal engagement on social media and little visibility on search engines, which meant we had to push multiple channels.
Results
🙏 The website saw a 56% increase in visitors within the first 3 months, with a significant portion coming from organic search and social media leads.
🙏 Class registration increased by 34%.
🙏 Instagram and Facebook engagement increased by 34% and 22% respectively.
🙏 Increased workshop participation by 35% through targeted advertising and community engagement.
"We couldn’t be happier with the results of Rohit’s work. His experience and creativity brought new life to our studio’s marketing efforts.The increased engagement on social media and the success of our workshops speak volumes to his expertise."
~ Jeanne Mudie, Owner and Teacher, Ashtanga Yoga Montreal