Case Study
Karma Yoga:
Developing a Brand Presence
Your People LLC worked with Karma Yoga over the span of four years, 2011-2015, guiding owner and founder Katherine Austin in developing brand presence, creating foundational messaging to express the uniqueness of the business, and utilizing a variety of marketing and public relations channels to increase and sustain brand awareness.
Over the years, we worked closely with this yoga studio, guiding its growth trajectory until it expanded to become a company of three studios (two in southeast Michigan and one in San Diego). We refreshed the website, creating new, consistent and compelling content, increased functionality in a WordPress theme, and adding beautiful photography to illustrate the many programs and opportunities the business offered.
During monthly strategy meetings, we helped the owner populate a company blog, built monthly newsletters on Constant Contact, assisted with event planning and promotion, created and implemented media relations campaigns, conducted media training and accompanied clients to interviews, advised on social media, and built powerful collaborative relationships to grow the brand’s footprint. We also guided the thoughtful building of business strategy and assisted with its implementation.
In 2014, Katherine Austin invited Your People Chief Creative Officer/Owner Lynne Golodner to accompany her on a retreat to India for the International Yoga Festival, for the purpose of blogging and photography during the three-week retreat. Lynne joined the group, creating beautiful images and stories to build a buzz about Karma Yoga’s retreats, blogging daily from India and creating a library of stunning images.
Lynne also accompanied Katherine to San Diego on several occasions to help build the clientele for the studio Katherine purchased there. San Diego efforts included media relations and media training, blogging and e-blasts, and social media as well as creating and attending events in the studio.
This client was an exciting one to work on, seeing unprecedented growth in a niche industry and translating the unique aspects of this yoga business into a language that touched many. Your People believes that to thrive in the 21st century, businesses must stand out from the crowd by offering meaning and purpose to their clientele in authentic, mutually beneficial ways. Karma Yoga was one great example of this important duality.
Katherine Austin, Owner and Founder, Karma Yoga
“Lynne’s authenticity, intuition and amazing work ethic created a beautiful foundation for creative expansion within my business! I have appreciated her guidance and her ability to keep me on task. It’s the motivation, support and help I was looking for to move my business forward.”
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