Case Studies, Franchise Development

The client 

Massage Envy is the first and largest massage and spa franchise in the market, with more than 1,000 locations and 1.5 million members nationally.

A distinct challenge and opportunity

Massage Envy’s individual franchise locations are grouped into regional co-ops. Spanning a large geographical area with diverse target client demographics, Massage Envy South Florida needed to provide their spa owners with individually focused marketing and increase return on regional marketing to justify pooled spend. National campaigns, branding, and promotions would also have to be adhered to, leveraged, and maximized at the local keep reading


Blog, Meet the Staff

Samantha LeWinter, Digital Strategy Manager, joined iluma Agency in April 2017. She brings a wealth of expertise and talent to our team, the value of which can be seen every day as we continue to drive better and better results for our clients. Equipped with bright ideas and strong opinions as she lights the way to successful digital marketing campaigns, Samantha truly does what it takes to help brands shine. She’s also a pleasure to work with and simply to know.

Samantha grew up in Weston, Florida, but has also lived in DC and New York, where she gained experience in her roles as Digital Advertising Consultant, Key Account Manager, and Marketing Director. A graduate of Florida State University and jack of all trades, her major in interdisciplinary studies included a focus on public health and administration. Samantha is now a certified HIV counselor who has a passion for helping others and making the world a better place.

Her acts of good will extend to the animal world as well. With a self-professed “rescue problem,” Samantha sometimes tries to find homes for animals she can’t adopt herself. Even when she was little, she cared for injured turtles she found, then released them once they were better. Her current fur family includes a hound mix named Penelope and a shepherd mix named Tela.

One of Samantha’s recent hobbies is renovating the new house she shares with her husband, Eric. Eric is also a graduate of Florida State University. He and Samantha met each other 8 years ago, started dating 5 years ago, and have been married for 2 years. A rainy day, complete with a tornado, wasn’t enough to stop their wedding at the Stranahan House in the New River area of Fort Lauderdale. For their honeymoon, they enjoyed island hopping in the Southern Caribbean.

Traveling is another passion Samantha shares with our team. Her travel bug has taken her spelunking through rainforest caves in Belize as well as off-roading to a beach in St. Lucia surrounded by gorgeous mountains. She likes trying food from around the world, too, with a special love for Thai, Indian, and Korean food. Whether traveling the world or keeping it local, Samantha has an appreciation for the outdoors and any outdoor activities, recounting learning to sail with her dad in the Keys and expressing interest in hiking Kilimanjaro.

One more fun fact about Samantha is that she loves music and going to concerts—especially small music festivals. A fan of Lollapalooza, she also attended the first ever Hangout Festival.

iluma Agency Digital Strategy Manager Samantha LeWinter looks forward to continuing to drive results for your marketing campaign or beginning to work with you in the near future. If you have any questions for her, don’t hesitate to ask.



Referrals are one of the best ways to get new customers fast. Existing and new customers who love your business are excited to share it with the people they love.

An integrated digital marketing strategy can take your referrals to the next level for uncharted growth. By integrated, we mean optimizing and coordinating across platforms (like ads, social media, email marketing, and blog) for greater success across the board.

Here are 3 tactics you can use to generate more referrals for your business:

1. Consistent and on-brand referral message, creative, and incentive.

Let’s say you’re promoting a referral incentive, like giving someone a $25 gift card for each of their referrals who signs up or buys. When promoting, be sure to use the same image, message, and offer on every channel—and do use every channel.

It might seem like overkill to show the same thing on an ads, organic social media, and email, but repetition strengthens memory and keeps the promotion top of mind, ensuring that interested customers do take that next step to refer a friend.

Data from our marketing experience has shown that this approach leads to greater success across the board. Businesses and brands promoting a referral consistently across channels like social media and email get better results on each of those platforms than if they just used one or the other.

2. Make it easy for current customers to share your business with their family and friends.

What’s your current referral process? If a customer wants to refer a friend, do they have to tell you in the store? Fill out a form? Call in?

We build referral lead-capture pages into our digital marketing program. These pages can be linked to from ads, emails, social media posts, your website, and more. When you prompt a customer to help spread the word about your business, all they have to do is push a button, enter a few names and email addresses in a matter of seconds, and they’re all set.

The easier you make it, the less excuses your customers will make to procrastinate.

3. Consistently respond and engage with online comments and reviews.

No marketing platform is isolated—and new potential customers will investigate your brand across most if not all of those platforms. Before giving your business a chance, the first thing a referred customer will do is look you up on platforms like Yelp and Google and check out your social media pages.

Don’t let any comment or review, positive or negative, go unanswered. Show referrals that your business is listening, involved, friendly, and engaged. Your online reputation matters.

These are just 3 things to keep in mind for your next referral promotion—but our ideas don’t end here. In a webinar we recently hosted for one of our fitness franchise clients, we shared referral marketing strategies and demos specifically designed for their brand.

If you’re interested in exploring additional ways to promote referral marketing for your brand or business to drive growth, we’d love to hear from you.



Think you know SEO? Think again. The ever-evolving landscape of digital marketing brings new trends and strategies the moment you’ve caught up to the last round. Stay on top of these SEO trends to keep your business’s website and digital marketing campaigns successful.

1. Nurture leads.

Studies and reports about e-consumer behavior suggest that customers do their research and take their time with the decision to buy. Capturing them as a lead isn’t enough. Email provides a constant line of communication and allows you to share additional resources with them, from testimonials and reviews to social media stories and news coverage.

  • Design for mobile first, because that’s how most customers are browsing the web. Use AMP (Accelerated Mobile Pages) and a responsive design with clear, easy navigation. Mobile-friendly is customer-friendly (and customer-friendly is SEO-friendly).
  • No time to watch a page load! Check your website’s speed and invest in quality hosting before your bounce rate jumps off the charts.

2. Create amazingly amazing content.

Most people now understand that you shouldn’t just write for search engines—you need to write amazing content that people want to read. This means that “amazing” is no longer enough to stand. Google is looking for content that’s amazingly amazing.

  • Blog articles should drill into a specific topic in-depth. 800 words laser-focused precisely on what your customer wants to know will out-perform 2,000 words that ramble vaguely around a topic your customer is interested in.
  • Use formatting to guide readers easily through your content. Assume they’ll only read about 10-25% of what you write. (And that’s probably a generous estimate!) Numbered lists, bullet points, bold key phrases, spacing, and strategic images or infographics can keep them scrolling through to the end and help them get a digestible overview of what they need to know.
  • Keep your visitors engaged with attention-commanding images and videos.
  • Stay ahead of the trend by utilizing the newest types of technology and content, like VR (virtual reality). Start building up ranking before the masses catch on.

3. Steer traffic to your amazingly amazing content.

It doesn’t matter how amazing your content is. If all you do is create and publish content, all it will do is sit there.

  • Build up your social media networks, and use social media to share content. This is an easy way to direct traffic to your website. Different platforms like Facebook, LinkedIn, and Twitter, have the potential to drive traffic from different target groups of customers and potential industry partners.
  • Build up your professional networks, and share your content with industry experts who find value in sharing your content with their followers. One link into your website from a quality source with a large following is much more valuable than 50 links to your website from irrelevant, unpopular sources.
  • Regularly invite content from credible guest bloggers. These contributors will promote this content to their own followers and help drive additional traffic to your site.
  • Practice content repurposing. You may have written the blog, published it, and promoted it two months ago, but if there’s a new demand for the topic, don’t miss out. Put the right content in front of the right audience at the right time.
  • Search for broken links with outdated URLs on websites where you would like your content to be linked to. Bonus points if the broken link was directing to a competitor in your market. Offer a link to your content as a replacement for their broken link.

4. Think about links in a new light. 

It’s no secret that links are linked to SEO, but the criteria for SEO-worthy links continues to evolve.

  • Link to industry expert material that is perfectly relevant in the context of your content. These links should open in a new window or tab so they do not navigate away from your website.
  • Internally link to other relevant content within your site. Keep your customers on your website longer.
  • Create anchor text within certain pages so internal links direct readers exactly to the most relevant part of the content. Make their experience as easy as possible. Know where they’ll want to go, and take them there.
  • Consider an approach to content where you write a larger piece immediately followed by smaller, focused articles that drill into detail on the subcategories of that larger piece. This will allow you to easily set up a structure of internal links.

5. Key in on keyword strategy.

It has become common knowledge that there’s more to SEO than just keywords and links, but that doesn’t mean that keywords aren’t valuable.

  • Understand LSI (Latent Semantic Indexing). Search engines like Google don’t only calculate exact keywords and phrases. They also analyze other related terms according to relevance.
  • Don’t overdo your keywords. Again, the focus should be on readability and interest for your readers and your customers. If you focus only on keywords, you’ll end up with unnatural sounding content that readers don’t enjoy engaging with. 

By focusing your brand’s SEO strategy around these 5 trends, with time you can expect to see higher search rankings, more website traffic, and ultimately higher profit and ROI. It can take time to make Google trust you, so it’s important to start now and to stay on top of it. Part of staying on top of it means staying on top of the always-evolving trends. Keep your content marketing current.

To learn how Illuminati Studios can help your brand optimize its SEO and content marketing strategy as part of an integrated digital marketing campaign, please contact us.



Learn how to utilize this powerful marketing tool to generate valuable business growth across platforms.

Think about your marketing goals. You want to generate leads, increase awareness of your brand, keep current customers interested in your products, and pump up the profit.

You’re posting and engaging with customers on social media, running digital ads to reach new eyes, and using “grass roots” marketing such as flyer distribution and local event sponsorship. But if you’ve overlooked email marketing, you’re missing an integral part of your comprehensive marketing strategy.

Email marketing alone boasts the ability to promote your brand and products or services, but here are 6 ways a consistent email plan helps you reap even more success from your other marketing endeavors:

1. Nurture leads.

Studies and reports about e-consumer behavior suggest that customers do their research and take their time with the decision to buy. Capturing them as a lead isn’t enough. Email provides a constant line of communication and allows you to share additional resources with them, from testimonials and reviews to social media stories and news coverage.

2. Convert leads.

Emails that utilize strategic calls to action can guide a potential customer through to the buying or sign-up process. They’ve already expressed interest. Stay top of mind and keep sending them emails until they buy. Then keep sending emails until they buy again. If they’re members who’ve already signed up, encourage them to buy the swag, sign up for that extra class, and refer their friends.

3. Boost social media engagement.

Platforms like Facebook and Instagram use an algorithm that limits organic reach so your posts are only shown to a small percentage of your followers. Boosting engagement (likes, comments, etc.) triggers the algorithm to share your posts with more people. More people seeing your posts leads to more people sharing your posts with their own networks. And even for those who already know and follow you, seeing your posts ensures you stay top of mind. Emails can link to social media and generate clicks through to your profiles for additional engagement.

4. Improve Google search rankings.

Emails that promote blogs or other website content can increase traffic to your website, which is beneficial for SEO. Most people won’t even go past the first page of search results when looking for a business or product, so anything you can do to boost your search ranking can help new customers find you.  

5. Develop your online reputation with positive reviews.

By including screen captures of positive reviews that have been left on Yelp, Google, and Facebook, you can encourage other satisfied members to also take the time to leave a review. These positive reviews will seriously aide your online reputation management efforts and demonstrate credibility to anyone who’s considering trying your product or service for the first time.

6. Build recognition and sentiment so “grass roots” efforts work better.

Consider a lead or member who has received consistent emails from you. One small moment of recognition when he or she sees your logo on a billboard and suddenly it becomes a full conversation with friends and family members you haven’t reached before. Equipped with the information and fun content you’ve provided through emails, he or she becomes a knowledgeable ambassador for your product or service.

Email marketing is a powerful profit-generating tool that deserves recognition, utilization, and optimization. If you are interested in an integrated email marketing strategy developed specifically for your brand or business, along with full production and management, please contact iluma Agency at 786-703-3083.



You may have heard that a complete digital marketing campaign for your business should include a blogging and content marketing component.

One of the primary ways that blogs can boost your brand’s growth is by maximizing SEO, or search engine optimization, so your business appears higher in Google search results. This is especially crucial when you consider that most people won’t even click or tap through to the second page of results.

Here are two of the more commonly known tricks for an SEO blog boost:
  • Blog length of more than 300 words
  • Use keywords likely to be entered in a search engine when searching for a business similar to yours

But these can’t be the only techniques that go into a blog post, or what you’ll end up with is something that people don’t want to read. Keyword density should not be your sole focus.

Search engine optimization goes beyond just keywords and word count. Search engines like Google have evolved in complexity and rely on a complex algorithm to determine SEO and page rankings.

Readability is equally important to your blog’s SEO, so keep these points in mind:

  • Grammar and spelling matter.
  • Short words, sentences, and paragraphs make it easier to read. Aim for a conversational tone, and check your Flesch-Kincaid readability score.
  • Page design, formatting, and typography (including font, size, spacing, and header structure) can affect whether people read it.
  • Breaking up text with relevant images improves readability and shareability.
  • It must be interesting to your audience.

The length of time spent on a blog page helps search engines determine readability and assess whether people can and want to read your blog.

Aside from increasing search ranking results, you do want people to read your blog. By providing relevant, interesting, and readable content to your customers and prospects, your blog allows you to position your business as an industry leader. Use your blog to connect with your audience on a human level while you teach them about your brand and ultimately increase sales.


Blog, Orangetheory
A blog that promotes your franchise location should focus on consumer readability in order to boost search engine optimization and enhance overall digital marketing success. Your brand’s complete digital marketing campaign should include a blogging and content marketing component for your individual franchise location. One of the biggest boosts blogs can have on brand growth is that they help maximize SEO, or search engine optimization, meaning that the brand’s website and your individual franchise location’s microsite appear higher in Google’s search results. This is vital when you take into account the statistic that most consumers will never even click or tap past the first results page. dreamstime_81959858-01 These are two common tricks utilized for blog SEO:
  • Keywords likely to be searched in Google by target consumers
  • More than 300 words in length
While these techniques are useful, they aren’t and shouldn’t be the only ones used or you’ll end up with a blog post that people don’t want to read. Your franchise’s blog needs to focus on more than just keyword density. Search engine optimization involves factors beyond simply keywords and word count. Google and other search engines have evolved to a complex algorithm that assesses a number of components in order to determine SEO and page rankings. dreamstime_49367645-01 Your blog’s SEO depends on readability. Keep these tips in mind when writing a blog:
  • Grammar and spelling should be flawless.
  • For ease of reading, use short words, sentences, and paragraphs. Try to write in a conversational tone. Consider testing for a Flesch-Kincaid readability score.
  • The design, format, and typography (font, size, spacing, header structure, bullets, etc.) of your page can increase readability.
  • Break up text with interesting images for content that is readable and shareable.
  • Be interesting and relevant to your target consumers.
Search engines take the length of time spent on a blog page into consideration when assessing readability and determining whether people actually want to read your blog and are easily able to do so. Someone who is frustrated by a hard-to-read font, overly complex sentences full of typos and grammatical errors, and keyword-heavy content that’s not interesting to read will likely leave your page pretty quickly. In addition to improving your franchise’s search ranking results, you really do want consumers and prospects to read your blog. Position your franchise as the leader in your market by providing interesting, relevant, readable content. Appeal to your target audience on a human level and they’ll be more receptive to become loyal, long-term customers or members. Written right, a good blog will ultimately increase your sales.

Blog, Orangetheory, Uncategorized
Don’t ignore this powerful marketing tool to reach current members and prospects. Your goal is to grow your studio. You want to strengthen your existing member base and convert new members. This requires a multifaceted marketing approach. You’ll need to use a variety of techniques in an integrated strategy, as each component works to enhance the results of every other piece. Some of the big ones you’re probably already using are digital ads, social media posts, and ‘grass roots’ marketing (flyer distribution, local event sponsorships, etc). But one component is often overlooked and can have a tremendous impact on the success of your overall campaign: email marketing. As an Orangetheory Fitness franchisee, you have access to an email marketing platform called EMMA. Corporate email templates are populated into the platform every month, sometimes with features like a healthy recipe or information about a national promotion. There are empty spaces for you to fill in information pertinent to your studio. The OTF corporate marketing team urges all studios to take advantage of this marketing device. Here are a few pieces of content that can be incorporated in your newsletters:
  • Engaging social media content or a blog teaser (that links to your social media pages or studio webpage)
  • A positive review your studio has recently received (from Yelp, Facebook, Google, Listen360, etc.)
  • Current promotions, including the national promotional offer and your member referral campaign
  • Upcoming events, including corporate-approved fitness challenges (Peak Performance, Dri Tri, Hell Week, etc.)
  • Trainer tips
  • Member testimonials or transformation stories
  • Member accomplishments outside the studio (e.g., running a marathon)
  • Weight Loss Challenge winners—and other achievements in the studio
  • Your studio in the community
What is the optimum blend of content?
  • Include one social media story, blog article, and review each month, because these will boost your organic reach on social media, improve search engine rankings of your studio’s webpage, and reduce fear of new members trying the workout.
  • Include the latest promotion and upcoming special workout dates (for awareness and conversions).
  • Highlight up to two studio stories per email. These trainer tips, member stories, challenge winners and other spotlights help build a sense of community—which is appealing to both current members and prospects. Any more than two of these will devalue them and reduce click-through.
Quick Tip: Adhere to branding guidelines to make sure you’re getting the most out of being part of the Orangetheory Fitness franchise. Images and text should be consistent with brand messaging and tone. Avoid deviating from the default formatting and colors in the templates from OTF corporate, and avoid superimposing text over photos. What is the ideal emailing frequency? We recommend one to two emails per month. If sending two emails, one of these should contain much less content and draw attention to one content piece that is geared toward action, such as referrals (Refer and Receive), purchases (the latest OT Beat or OTF Gear), conversions (sign up today and be entered to win a 10-pack), or signing up for an upcoming event at your studio. Why is email marketing so useful?
  • It targets those who are interested in you, resulting in a higher conversion rate.
  • It increases brand awareness and keeps your studio top of mind.
  • Content is easily shareable, which means it may reach additional viewers. If a member was featured in a story in the newsletter and wants to share it with family and friends, all it takes is one click of the forward button.
  • Success is easy to track. The EMMA platform shows open and click-through rates.
  • It provides measurable insights about customers. The EMMA platform provides a map that shows which stories were clicked on, meaning you learn what content to focus on in the future to increase your conversions.
  • It’s affordable and efficient—especially compared to direct mail, which requires printing and mailing fees and is sent to a large number of people who are not potential Orangetheory members.
  • It allows for segmentation of your mailing list to send certain content only to active members or only to leads.
  • Calls to action, such as linking to a lead-generating landing page, are easy to integrate.
  • You can immediately start seeing results as soon as an email is sent.
Where to start? Email marketing is crucial to studio growth but can be too time-consuming when you’re focused on studio-level operations and sales calls. Illuminati Studios provides email marketing management as part of its LocalLight Digital Marketing program. For more information, contact