PROJECT TITLE:

Amplifying Brand Insights: The Massage Envy Focus Group Campaign

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OVERVIEW:

Massage Envy (ME) is a national franchisor of massage and skin care services, headquartered in Scottsdale, Arizona. It represents the largest network of therapeutic massage and skin care providers in the United States, featuring over 1,100 independently owned and operated franchise locations. Massage Envy has a net income of $1.2 billion. One Vision Productions provided professional videography services for focus groups conducted by REAL, an independent market research agency.

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GOALS:

The primary objective of this initiative was to systematically record several focus groups through professional video and audio means, focusing on their online presence and the processes involved in scheduling massage and therapeutic skin care sessions. Additionally, we sought to gain insights into the perceptions of ME's brand and to identify effective strategies for attracting them through targeted advertising and rebranding initiatives.

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PROCESS:

We collaborated closely with the ME executive team and REAL's research team to ensure our efforts were aligned with their vision and objectives. During the pre-production phase, we meticulously planned shoots to capture authentic conversations among focus groups regarding the impact of ME's massage packages and reservation services. In the production phase, we conducted group interviews utilizing professional lighting and audio recording equipment. Our editing team then synchronized the audio and visual elements, incorporating feedback from stakeholders to ensure that the final product met their expectations and standards.

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OUTCOMES:

The collaboration between Massage Envy, One Vision Productions, and REAL led to a successful focus group campaign that provided crucial customer insights and positioned ME for strategic growth. By utilizing professional audio and video services, Massage Envy gained a comprehensive understanding of consumer preferences, refined its messaging, and enhanced its market positioning. This campaign informed future marketing efforts and laid the groundwork for sustainable growth, expanded franchise opportunities, and a stronger online presence in the competitive wellness industry.