FEATURED CliEnT VeraVia

Branding & Content Marketing Case study

FEATURED CliEnT

VeraVia

The ClienTVeraVia is an all-inclusive, luxury health and wellness retreat located at the exclu-

sive Park Hyatt Aviara Resort in San Diego, California. VeraVia is committed to cre-

ating long-term results for people seeking to lose weight and improve their overall

well-being. VeraVia’s unique holistic approach to health incorporates four pillars:

fitness, medical, nutrition and wellness. With these four modalities, each guest

leaves feeling empowered to tackle his or her long-term health challenges.

Client summary:

• Industries: Health & Fitness, Luxury Travel

• Number of Employees: 11

• Location: San Diego, CA

• Established: January 2013

1.13

VeraVia is founded (originally “Total Renew Fitness“)

The CampaignIn April 2013, a brand new company called “Total Renew Fitness” approached

Bop Design to help build brand awareness and start attracting clients.

The two founders communicated a clear vision for the organization: to establish an all-

inclusive, luxury health and wellness retreat focused on busy executives and corporate

groups. Once the retreat was established, the plan would be to eventually expand

into a line of supplements, spa products, clothing and fitness equipment.

However, the founders had an unknown brand, no clients, no revenue and no marketing strategy—

Bop Design was hired to start building brand awareness and attracting prospective clients quickly.

VeraVia hires Bop design to build brand

4.13

STep 1: Brand Foundation

VeraVia name & corporate identity are launched

6.13

Being that Total Renew Fitness’s long-term vision was to expand the

brand line into supplements, spa products, clothing and equipment,

as well as expand its location across the globe, Bop Design knew a

versatile, but unique brand name was imperative. Early in the process,

it was determined that “Total Renew Fitness” was too generic and not

adaptive to all possible brand extensions.

A new brand name was needed. After going through a brand naming

process a new brand name was selected, VeraVia. VeraVia has Italian

roots meaning “True Path”. The alliteration of the “v” gives the name

an energetic, lively feeling. The “true path” meaning is a metaphor for

the journey of physical and mental renewal a client would experience

at VeraVia. The name also lends itself to being utilized in product

names, such as VeraFit, VeraBody, VeraHealth, etc. The tagline “Your

true path to wellness.” supports the name and explains VeraVia’s

mission.

The logo is made from the shape of the 2 v’s in the name interlocking

with one another. This creates an icon that illustrates 2 different

“paths”, but also looks like a section of a DNA strand—alluding to

health and science. The overall logo is clean, contemporary and

sophisticated to appeal to a corporate executive audience.

Project deliverables:

• Naming (see following pages)

• Logo (see following pages)

• Tagline (see following pages)

• Corporate Identity Package (see following pages)

• Environmental Graphics (see following pages)

STep 1: Brand developmenT

Original name & logo

Name & Logo Concept #1: AsPûre

Available Domains: aspurehealth.com, aspurewellness.com

Name & Logo Notes:The name is a combination of “As” and “Pure” to form the phrase “AsPure,” which represents reaching the purity of a balanced mind and body. The “i” is highlighted to form the hidden word “Aspire,” which alludes to the process of setting and reaching goals. The tagline helps support and connect these two ideas. AsPûre can be altered based on specific branches, or other products within the brand such as “AsTrû,” AsFresh,” or “AsFit.” The logo design uses a classic serif font with soft, rounded corners, which gives the logo a timeless feel while maintaining an organic and youthful presence. The colors are cool and calming and emanate a fresh, yet sophisticated appeal.

Become As Pure as your aspirations


Initial naming, logo design and tagline option #1

Name & Logo Concept #2: Illumuta

Available Domains: illumuta.com

Name & Logo Notes:The created word “illumuta” (il-loom-ata) is a Latin-based word with roots combined to mean “Enlightened Change.” This meaning alludes to the cognitive changes that participants of the program will undergo to create a change in lifestyle habit, important to their ongoing health upon completing the program. The tagline supports the name by alluding to the revealing, or “illumination,” of overall health. The font is a clean, modern script font that fits well into, yet still stands out in the health and wellness industry. The gold color creates a warm, bright and welcome feeling, and also allude to light and discovery, while the dark grey creates contrast and grounds the overall design.



Name & Logo Concept #3: NuSalus

Available Domains: nusalus.com

Name & Logo Notes:

The name “NuSalus” has Latin roots, with Salus meaning health. The name infers a new state of health. The tagline helps support the concept that after spending a couple of weeks a NuSalus, a client can expect a new, healthier version of themselves. The name also lends itself to other product names such as NuMind, NuSpirit, NuBody, etc.

The logo is clean and minimal, which not only creates a feeling or pureness and lightness, but is also neutral enough to appeal to an executive corporate audience. The logo also has a brandmark that can be a fun and concise way to represent the brand.

Shortened BrandmarkLogotype

Welcome to a Nū, healthier you.



Name & Logo Concept #4: VeraVia

Available Domains: veraviahealth.com, veraviawellness.com, veraviafit.com

Name & Logo Notes:VeraVia has italian roots meaning “True Path”. The alliteration of the “v” gives the name an energetic, lively feeling. The “true path” meaning is a metaphor for the journey of physical and mental renewal a client would experience at VeraVia. It’s also a metaphor for the founders story, while once being a successful architect, Wyatt’s true path is guiding others to wellness.The name also lends itself to being utilized in product names, such as VeraFit, VeraBody, VeraHealth, etc. The tagline “Your true path to wellness.” supports the name and explains VeraVia’s mission. The logo is made from the shape of the 2 v’s in the name interlocking with one another. This creates an icon that illustrates 2 different “paths”, but also looks like a section of a DNA strand, alluding to health and science. The overall logo is clean, contemporary and sophisticated, which was designed to appeal to a corporate, executive audience.

Veravia

Your true path to wellness.





Final name, logo & tagline


before:

after:


logo design and brand name before & after


Park Hyatt Aviara Resort7100 Aviara Resort DriveCarlsbad, California 92011800.527.1936 toll-freewww.VeraViaFit.com



fitness | medical | nutrition | wellness

Luxury All-Inclusive Retreat

Wyatt ChapmanPresident & CEO

Park Hyatt Aviara Resort7100 Aviara Resort DriveCarlsbad, California 92011800.527.1936 toll-free619.203.4654 [email protected]



Park Hyatt Aviara Resort 7100 Aviara Resort Drive Carlsbad, CA 92011 800.527.1936 toll-free www.VeraViaFit.com




Corporate Identity System


Environmental Graphics

Parent Brand/Name of Fitness Retreat

VeraSerenity

VeraVitality

VeraClarity

Sub-Brands/ Products Names

Vitamis & Supplements

Spa Products

Meditation & Counseling Products

SuB-BrandS

SupplemenT line - veraviTaliTy



Your tru

e path to wellness.

Option 1 Option 2

promoTional iTemS

STep 2: online presenceNow that the brand foundation was complete, the next step was to

build an online presence in order for the VeraVia sales staff to start

promoting its health and wellness resort and generating ideal client

leads. This included:

Website design & development

The centerpiece of VeraVia’s current lead generation campaign is

the website. Bop Design created a website that communicated and

educated targeted market segments: Individuals, Executives, Doctors

and Corporate Wellness Decision Makers.

Another major selling point for VeraVia is the Park Hyatt resort. The

website leverages the Park Hyatt relationship—highlighting the

various amenities available to a VeraVia client.

The website was designed with a WordPress content management

system integrated on the backend—helping transform the website

into a “living, breathing” resource center for clients and strategic

partners. The website is constantly being updated with relevant blog

entries, guides and conversion tools—promoting engagement with

the VeraVia sales team.

Reserve Your Spot Today! 800.527.1936

72ºF

The VeraVia DifferenceDesigned for long-term results: This concept forms the foundation of our weight loss program. Our focus is on long-term change, not quick fixes. Offering the most integrated and comprehensive psychological support: This differentiating factor ensures you’ll achieve the maximum psychological support and behavioral modification results that last! We understand that before you can achieve continued results on your own, it’s essential to gain an understanding of the behavioral patterns that contributed to your current state of health.

Read More >

05.20.13. Simpro apero acessendam. Um quo hora ter lost aucta cute, que in tus aude mor poterei porteat imisq. Read More >

05.20.13. Simpro apero acessendam. Um quo hora ter lost aucta cute, que in tus aude mor poterei porteat imisq. Read More >

05.20.13. Simpta cute, que in tus ro apero aces sendam. Um quo hoapero acess endra ter lost aucta cute, que in tus auque in tus audde mor poterei porteat imisq. Read More >

VeraVia NewsVeraVia Packages

VeraVia Express: 4 Day Stay

TrueChange: 4 Week Stay

TrueHabit: 3 Week Stay

TrueResults: 2 Week Stay

TrueFit: 1 Week Stay

Free Report:The True Value of Health

The True Value of Your Health


REPORT

Insight on the fiscal impact of lifestyle and wellness choices on an individual, corporate and societal level

DOWNLOADTODAY!


© VeraVia, 2013. All Rights Reserved. San Diego Web Design 7100 Aviara Resort Drive, Carlsbad, CA 92011 • 800.527.1936 • [email protected]

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The ONLY, Truly All-Inclusive Luxury Health & Fitness Retreat in the US

Fitness Medical Nutrition Wellness

The New You with a ViewChange your life for good at VeraVia located at the Park Hyatt in Carlsbad, Caliornia. With warm temperatures, blue skies, and sunshine, relaxation and good health is not far off.

Home About Us The Program Resort Packages Resources Contact

VeraVia launches website

8.13

Website performance since launch

(august 2013 vs. april 2014)

• VeraViaFit.com sees an average of 1,300 visits per month

• Average visit duration = 2:49

• Average pages per visit = 3.01

• Increased average visit duration by 17.37%

(first month vs. last month)

• Increased percent of new visitors by 13.37%

(first month vs. last month)

Content strategy & seoWhen the website was designed and developed, it was

imperative that it not only emotionally engaged visitors but ranked

prominently for targeted keyword phrases on Google. Targeted

keyword phrases such as: “weight loss retreat,” “executive weight

loss retreat,” “executive wellness retreat san diego,” etc.

Bop Design implemented an on-page SEO strategy to rank for

targeted keyword phrases. Targeted keyword phrases were

integrated into the copy, page titles and H1 tags to ensure that the

website could drive traffic through search engines. In one year, the

website is on the first page on Google for many of the targeted

keyword phrases.

The successful SEO strategy has helped drive relevant traffic to

the website and once there, engage with the brand via educational

content offers (the blog, tip sheets, eBook, etc.). This web

marketing strategy has helped VeraVia build brand awareness with

its target audience, drive them to the website and convert them

into viable sales leads.

After several months, VeraVia ranks #4

for organic results for critical

keyword phrases such as

“weight loss retreat” and #1 for “weight

loss retreat San Diego”

google adWords strategy

While the Content & SEO Strategy effects took place—which can

often take several months to see results—Bop Design implemented a

Google AdWords Strategy to start driving traffic immediately. Based

on Bop Design’s research and VeraVia’s feedback, the following

seven ad groups were created:

a. Boot Camp

Keyword Examples: boot camp, boot camp workouts, weight loss

boot camp, boot camp program, boot camp retreat

b. Personalization

Keyword Examples: personal trainers, customer built personal

training, personalized fitness

c. diet

Keyword Examples: diet retreat, diet center, healthy diet plans,

diet programs

d. Health

Keyword Examples: health spa, health center, mental health

retreat, health spa resorts, health resorts, luxury health spas,

health spa, health retreat, health resort

e. Wellness

Keyword Examples: wellness coach, health and wellness,

wellness center, wellness program, wellness spa, wellness retreat,

emotional wellness, physical wellness

f. Fitness

Keyword Examples: fitness retreat, fitness resort, fitness camp,

fitness center, fitness vacation, luxury fitness center, fitness

programs, fitness plan, spa fitness

g. Weight Loss

Keyword Examples: weight loss retreat, weight loss program,

weight loss camp, weight loss center, weight loss retreats, weight

loss therapy, weight loss spa

results

The Google AdWords campaign accomplished driving traffic

immediately to the VeraVia website upon launch. However, over

the next several months, it became clear that the leads coming

from organic traffic verses paid traffic were higher quality, thus

Bop Design discontinued the AdWords campaign.

STep 3: Traditional outreachSince VeraVia wanted quick results and SEO can require some time,

Bop Design implemented outreach tactics with more immediate results

at the beginning. To start generating brand awareness and leads while

the SEO efforts took effect, the following tactics were implemented:

direct Mail Campaign Targeted 6,000 individuals in the Western US who had

purchased high-priced wellness products/services within

the last five years. Two target lists were used:

1. Mind over Matter Product Buyers

This list offers health conscious consumers who are interested in pursuing

a healthier lifestyle. These responders have purchased information,

books, health aids, services and other products by direct mail and should

welcome offers relating to health and wellness. Selected household

income $200k+ and only buyers whose purchase was $1,000+.

2. Health trends Female Weight Loss Product Buyers

Women that purchase diet/weight loss products, work out and eat

healthy to obtain their weight loss goals. They purchase over-the-

counter fat burners, diet supplements, shakes, herbs and other products

to help aid weight loss, maintain their current weight and/or protect

against future weight gain. Selected household income $200k+.

sales outreach

10.13

FitnessVeraVia’s fitness program has been carefully designed so you achieve maximum results during your time with us and create lasting behavioral changes to maintain your progress over the long term. Our fitness activities have been designed to be effective yet fun; most will be held outdoors, to take advantage of Southern California’s beautiful weather and vistas. Your highly structured program will be personalized to meet your specific needs, goals and fitness level. Program components include:

• Group classes• Boot camp-style training• Nature hikes• Aqua fitness

• Sport-specific exercises• Strength training• Individual training

1

MedicalAt VeraVia, we believe change begins from within, so we’ll begin your visit by conducting an in-depth medical and physical analysis. You’ll complete a health and lifestyle questionnaire before you arrive, and after completing a variety of lab tests, you’ll meet with one of our in-house naturopathic doctors to review your health history and test results, and outline your specific health plan. Your onsite medical analysis will include:

• Comprehensive blood tests with medical interpretation

• Individual consultation with one of our naturopathic doctors

• Pertinent physical exams

• Vital signs

• Weight, body composition, body mass index, body measurements

• Aerobic test: VT1 threshold and V02 max

• Flexibility and range of motion

• Muscular strength and endurance

• Balance: Berg and Romberg tests

• Neuromuscular assessment with Muscle Activation Technique (MAT) specialist

• Posture alignment

2

NutritionAt VeraVia, we embrace the saying, “you are what you eat.” We believe nutrition plays a vital role in helping you achieve your weight, fitness and wellness goals. You won’t feel deprived or starved, since our nutritionist will design a healthy, delicious meal program for you that will help heal you from the inside out and provide you with the energy you need for your daily workouts. You can look forward to:

• Three organic, gourmet meals per day prepared by a 5-star chef

• Healthy nutrition shakes and delicious snacks between meals

• Having your vegetarian or other special dietary needs catered to

3

WellnessRevitalizing and rejuvenating your spirit is a vital component of your VeraVia health and wellness retreat. Group lectures and workshops are held every week to teach you how to heal and revitalize your body in three ways: life balance, mind-body integration, and well-being and quality of life. You will have individual sessions with our behavioral health psychologist, who will help you improve your mindset, learn to overcome past negative thought patterns, and create lasting positive lifestyle changes. You’ll learn how important it is to achieve renewal and balance to maintain your health and wellness goals, using techniques that include:

• Mindfulness

• Mind-body awareness

• Self-motivation methods

• Guided meditation

• Acupuncture

• Massage therapy

• Body work

• Yoga

4

Park Hyatt Aviara Resort7100 Aviara Resort DriveCarlsbad, CA 92011

Linkedin Prospecting

Travel agents are a vital referral source for health and

wellness retreats. Because of this, VeraVia began targeting

luxury travel agents across the United States. Bop Design

advised the VeraVia sales team to utilize LinkedIn to find

the right travel agents with clients appropriate for VeraVia.

Search terms like “Luxury Travel Specialist,” “Travel

Concierge,” “Wellness Travel” were used to find the right

travel agents to target. Bop Design created the following

saved searches for the VeraVia sales team to prospect:

• Destination Knowledge

• Wellness Travel

• Luxury Travel Advisor

• Travel Concierge

VeraVia utilized InMail to approach these travel

agents with the goal of scheduling a call or meeting

to discuss VeraVia and the agent’s client needs.


Corporate VitalityPutting yourself and your business on the true path to wellness

Executive Health RebootIndividualized packages to address stress, nutrition, and health

Your high-stress career, personal finances, home life, family matters, and health all compete for your time and energy. Trying to juggle all these responsibilities can leave you feeling stressed, tired, sick, and with little time to recharge and reboot.

VeraVia’s Executive Health Reboot focuses on all four modalities (fitness, medical, nutrition, and wellness) so you leave feeling more balanced, focused, and motivated.

One-third of U.S. employees are chronically overworked. VeraVia’s Executive Health Reboot will leave you feeling balanced, focused, and motivated.

FitnessOur fitness team will design a specific fitness plan that fits your lifestyle:

• Keep fit using “body-weight-only” exercises

• Minimize risk of injury to stay on track

• Boost your metabolism with exercises that help you burn more calories even while you rest

• Get great results in half the time, using proven exercise techniques

• Stay fit even while you’re traveling

• Boost your energy while looking and feeling great with functional, whole-body workouts

MedicalOur naturopathic medical team can help you feel your best:

• Enhance immune function, which translates to less sick days and increased productivity

•Balance your stress response, preventing burnout, and leading to improved health and vitality

• Relieve aches and pains so you can fully enjoy your free time

• Improve your quality of sleep for greater energy and increased productivity

• Address existing health concerns, ensuring health status does not become an obstacle to your successful career and fulfilling life

NutritionOur nutritionist will work with you to design a nutrition plan that

works with your lifestyle:

• Improve nutritional status, resulting in increased energy levels, weight loss, and greater overall well-being

• Re-prioritize nutrition in your busy schedule

• Maintain healthy choices while in the office, traveling, and dining out

• Learn meal planning strategies for the executive

WellnessOur wellness components will re-balance your mind and rejuvenate your soul:

• Gain improved and sustainable productivity and energy, and learn proven techniques

• Learn effective techniques for stress management

• Identify dysfunctional thought patterns that fuel negative and unhealthy behaviors

• Include self-care into your routine

• Re-prioritize your goals and learn how you can enjoy lifeAll-Inclusive Corporate and Group Retreats and IncentivesBuilding a healthy, inspired, and effective team

We know that there are a lot of options aimed toward team-building and promotion of health. However,

most programs are limited to covering only a portion of wellness or camaraderie. At VeraVia, we take the

time to incorporate every avenue of fitness, medical, nutrition, and wellness with unique packages that

can help your team reach their full potential.

The majority of our world-class team has a background in business ownership and understands the

value of a health program with practical application. Our comprehensive team of professionals will

enhance your group potential on multiple levels, including:

Customize your Corporate RetreatAt VeraVia, we offer more than 30 unique workshops and activities. Personalize

your next corporate retreat or pick a package from the following themes:

• Team-building and Communication

• Leadership and Management

• Workplace Health and Wellness

• Executive Reboot

Example Corporate Retreat: Team-building and Communication

• Ropes Course

• Individual Personality Analysis

• Cooking Class and Demonstration

• Team Rowing

• Motivation and Behavior Shaping Workshop

• “Talk and Train”

• “Mind My Body”

• “Can You Hear Me Now?” Conditioning

Corporate Meetings and ConferencesAdding VeraVia to your next corporate meeting is easy! The Park Hyatt Aviara features over 78,000 square

feet of indoor/outdoor function space grouped on two floors. The Grand Ballroom is 11,730 square feet

and there are 19 Breakout Rooms available as well.

*Conference space can be reserved by request and subject to availability.

Fitness• Learn functional workouts that

are adaptable to current living and working environments

• Practice exercise regimens focused on communication to enhance team-building skills

• Participate in unique courses such as team rowing, “talk and train,” paintball/airsoft, indoor rock climbing, tennis, and spinning to challenge coworkers

• Immerse yourself in group courses that can be modified to fit a variety of fitness levels, from beginner to advanced, to ensure every employee enjoys their experience

Medical• Receive an assessment from

our staff of naturopathic doctors to determine overall health and well-being, providing complete blood labs with analysis and physical check-up

• Receive an individual personality analysis to better understand psychometrics, trait theory, strengths and weaknesses, and pattern identification

• Take an initial strength test to establish baseline strengths and create a plan to overcome weaknesses

Nutrition• Engage in group cooking classes

and demonstrations run by our Director of Nutrition

• Attend the “Just the Facts” nutrition workshop to sort fact from fiction when making healthy food choices

• Join in workplace meal planning workshops to easily and strategically implement healthful eating at the office

• Attend the “Myths of Metabolism” workshop to better understand how quality of food impacts your metabolic rate

Wellness• Find techniques for time

management, priority assessment, and work/life balance

• Explore concepts of “distress” and “eustress” to effectively avoid burnout

• Learn tools for better team communication skills, including leadership development, goal setting, and decision-making

• Engage in motivational and positive attitude shaping workshops

• Learn recognition of cognitive distortions and negative thoughts that hinder productivity

Lead nurturing tools to Complement sales efforts

Bop Design created a variety of marketing collateral to support the Sales Team and the LinkedIn

Prospecting efforts. Marketing collateral was created for VeraVia’s three main referral sources:

Corporate Wellness Executives, Health Professionals and Luxury Travel Agents.

Targeted marketing Collateral for Corporate Wellness professionals and executives

Targeted marketing Collateral for doctors & health professionals

Pre- and Post-Op Retreat for Lifelong Health


The VeraVia FocusYour true path to wellness starts here

Are your patients in need of new health habits before or after their medical procedure? VeraVia is the only all-

inclusive health and fitness retreat in the U.S. that uses a fully integrated, multidisciplinary approach to wellness.

Our programs can benefit patients post-procedure, or they can be applied in tandem with any medical

procedure—improving the expected results and aiding the healing process. Focusing on lasting results through

comprehensive education, we emphasize health improvement by establishing life-long behavior change. We

implement a combination of nutritious diet, fitness, behavioral support, and a supplement plan for guests, all of

which are recommended by healthcare practitioners for enhanced results and well-being.

We cover four critical areas of health and wellness to maximize the positive experience of our guests:

FitnessEach guest is given a personalized plan that meets their specific needs, goals, and fitness level. With personal fitness trainers available, guests experience a wide range of activities from aqua fitness to boot camp-style training to nature hikes.

MedicalUpon arrival, guests meet with one of our in-house naturopathic doctors to review health and lifestyle history and outline a specific wellness plan. An on-site medical analysis includes complete blood labs and tests to determine aerobic ability, flexibility, muscular strength, and balance to help create a holistic health strategy.

NutritionWe embrace “You are what you eat.” At VeraVia, our on-site 5-star chef prepares daily organic gourmet meals around the guest’s tailored nutrition plan. Meals are designed by our Director of Nutrition to be delicious, keep you feeling full, and help reach wellness goals.

WellnessRevitalizing and rejuvenating the spirit is a vital component of the VeraVia health and wellness retreat. Guests will have individual and group sessions with our behavioral health psychologist to improve mind-set, overcome negativity, and create lasting positive changes.

“I recently came back from a two week stay and lost 10 POUNDS and many inches. Their approach is not a quick fix, but to equally work on the three pillars of health: mind, body, and soul. That way you can sustain and continue to build on your great results when you get back home.”

– N.V., Canada

Why VeraVia?Trust us to restore health and happiness

VeraVia is the only all-inclusive health and wellness retreat. Unlike most health retreats, there are

no hidden fees and no cutting corners. Each plan includes one-on-one personal training, meal and

nutrition plans, behavioral counseling, and medical evaluations.

We are about creating lasting change in our guests. At VeraVia, guests achieve significant

improvements in just one week and for years to come.


Give your travelers a truly life changing experience

The VeraVia FocusYour true path to wellness starts here.

The next great getaway is here! VeraVia is the only truly all-inclusive luxury health and fitness retreat in the U.S. that uses a fully integrated, multi-disciplinary approach to wellness. Based in picturesque San Diego, VeraVia provides guests with a carefully designed fitness, medical, nutrition, and wellness plan specific to their needs.

VeraVia’s fitness program achieves maximum results and creates sustainable behavioral changes. We cover four critical areas of health so guests maximize the opportunities during their stay.

FitnessEach guest is given a personalized a plan that meets their specific needs, goals, and fitness level. With personal fitness trainers available, experience a wide range of activities from aqua fitness to boot camp-style training to nature hikes.

MedicalUpon arrival, guests meet with one of our in-house naturopathic doctors to review health and lifestyle history and outline a specific wellness plan. An onsite medical analysis includes complete blood labs, and tests aerobic, flexibility, muscular strength, balance and more to create a holistic health strategy.

NutritionWe embrace “You are what you eat.” At VeraVia, our onsite 5-star chef prepares organic farm-to-table meals daily around the guest’s tailored nutrition plan. Meals are designed by our Director of Nutrition to be delicious, keep you feeling full, and help reach wellness goals.

WellnessRevitalizing and rejuvenating the spirit is a vital component of the VeraVia health and wellness retreat. Guests will have individual and group sessions with our behavioral health psychologist to improve mindset, overcome negativity, and create lasting positive changes.

“I was impressed with each one of the professional staff that engaged and motivated me beyond what I thought were my limits… I found each of them to be so genuine and dedicated in their profession with a true heartfelt interest in me that I felt I had found new friends!”

– Jill Radin-Leeds, Just Spas & Adventures

Why VeraVia?Trust us to restore health and happiness.

VeraVia is the only truly all-inclusive health and wellness retreat in the U.S. Unlike most health retreats, there are no hidden fees and no cutting corners. Each plan includes one-on-one personal training, meal and nutrition plans, behavioral counseling, and medical evaluations.

We are about creating lasting change in our guests. At VeraVia, guests achieve significant improvements in as little as four days and for years to come.

Targeted marketing Collateral for luxury Travel agents

STep 4: Content marketingThe branding, website development

and traditional outreach were all critical,

foundational elements to the integrated

campaign and set the stage to start content

marketing and thought leadership. Bop

Design established the following combination

of tactics and strategy to kick expand the

reach of the VeraVia brand:

• Content Development

• Blogging

• Premium Content Offers

• Email Newsletters

• PR Article Distribution

• Social Media Content Promotion –

Twitter & LinkedIn

• Ad Retargeting

Blog

Ad Retargeting

Article Distribution

PremiumContent

Offer

PressReleases

SocialMedia

Content

OptimizeContent

SEO

EmailNewsletter

Infographics

SocialSponsored

Updates

Podcasts

Video

Webinars

PremiumLink

Building

GuestBlogging

Content Marketing Begins

12.13

editorial Calendar & Blogging

The foundation of every content marketing

campaign is the editorial calendar. Bop Design

created a six month editorial calendar to support

the ongoing SEO strategy and the overall business

goals of VeraVia. Every month Bop Design would

research and write two blog posts and repurpose

that content for one press release. Those blogs

would also be shared through social media

channels, email newsletters and premium content

offers. By repurposing blog content in several

ways, VeraVia was able to gain maximum exposure

of this critical thought leadership content.

Content Marketing Metrics:

• Blog makes up 2.5% of overall pageviews for the website

• Blog visitors spend an average of 2:66 on page—more than

twice the average time on page for the website (1:24)

• Blog posts also act as an evergreen resource—gaining an

average of 38 visitors each month after publish date

• Average distribution pickup for PRWeb = 104 outlets

• Average newsletter open rate = 51.3%

Designed for long-term results: This concept forms the foundation of our weight loss program. Our focus is on long-term change, not quick fixes.

Offering the most integrated and comprehensive psychological support: This differentiating factor ensures you’ll achieve the maximum psychological support and behavioral modification results that last! We understand that before you can achieve continued results on your own, it’s essential to gain an understanding of the behavioral patterns that contributed to your current state.

Health & Wellness ProgramVeraVia is a fully integrated and cutting-edge, all-inclusive luxury health and wellness program for people who seek to lose weight and improve their fitness, health and overall well-being. Our individually customized programs are designed to be a comprehensive experience that treats the entire person and creates lasting, positive life changes.

Three Pillars of HealthThe three pillars of health (body-mind-spirit) are integrated to create our holistic True Path health and wellness program. These three pillars must all be addressed in order to achieve complete life balance.

Articles

Newsletter from VeraViaArtical 01 | October 13, 2013

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VeraVia ExperienceWe believe in having fun while getting fit, so we design your experience to be non-intimidating and enjoyable. You’ll make life-long friends and become part of a community as you work toward achieving your new life, following a fitness program that’s personalized to accommodate your specific needs and goals.

LuxuryLocated in world-renowned San Diego County, at the 5-star, “AAA Five Diamond Rated” Park Hyatt Aviara Resort, Golf Club & Spa, your all-inclusive program is complemented by luxury accommodations and amenities. After a day of exhilarating fitness activities and inspiring workshops, reward yourself with a treatment in the beautiful spa or beauty salon.

News & Specials

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All-Inclusive Health &Fitness Program Packages

TrueFit: 1 Week Stay

TrueHabit: 3 Week Stay

TrueChange: 4 Week Stay

TrueResults: 2 Week Stay

We love hearing from you. Have a question or comment? Fill out the form below and one of our health experts will get back to you shortly. Thank you for your interest in VeraVia!Reserve Your Spot Today! 800.527.1936

Wyatt D. ChapmanCEO + Founder VeraVia, LLC

Connect with us

7100 Aviara Resort Drive, Carlsbad, CA 92011 • Telephone: 800.527.1936 • [email protected]

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Paid and organic social Media

As a new business in the health & fitness space, VeraVia had to quickly build a social brand among a notoriously

crowded industry. Organic efforts were spent targeting health, fitness, nutrition, spiritual and travel influencers

and curating content based on industry trends.

Following a 2013 Google AdWords campaign, Bop Design recommended for Q1 2014 that the monthly budget

shift to pay testing and execution of cost-per-click social media campaigns across established LinkedIn and

Twitter accounts. The native advertising promoted existing content offers and guides established by VeraVia.

Between paid and organic efforts, VeraVia saw the following improvements compared to the previous quarter:

• 24.48% increase in visits from referral traffic to the website

• 47.21% increase in new visitors to the website

• 53.12% increase in LinkedIn followers

• 1,126% increase in Twitter followers

• LinkedIn and Twitter visits average 3.89 pages per visits

Jill Radin-Leeds of Just Jill Spas & Adventures during her four day visit at VeraVia.

travel agents Brochure

Rationale: Bop Design created a print and digital brochure

to help build future partnerships with travel agents across

the U.S. Running during the winter season; creative

copywriting addressed the brutal winter season.

• Days run: 24

• Total impressions: 15,768

• Total clicks: 74

• Average cost-per-click: $3.08

• Click through rate: 0.47%

• Total conversions: 3

stress Management tip sheet

Rationale: Taking a recent content offer created from a

combination of VeraVia authored blog posts, Bop Design targeted

a unique landing page to the following demographics:

1. Corporate executives in the California and

Arizona region, ages 35 and older

2. Corporate executives in high salary and high stress

industries (e.g. banking, insurance, pharmaceuticals,

medical, venture capital, etc.) across metropolitan regions

• Days run: 14






the true Path to Lasting Change eBook

Rationale: As a general guide to wellness, Bop Design

created a landing page to address concerns around weight

loss, fitness goals and health for corporate executives

in California and Arizona, ages 35 and older.

• Days run: 45






Corporate executives & Corporate group retreats

Rationale: While all content offers were geared toward corporate

executives, Bop Design promoted landing pages for their

newest customized packages (Executive Health Reboot and

group health retreats) geared toward two audiences:

1. C-suite executives and business owners of companies

200 employees or more on the west coast

2. C-Suite executives in human resources, business

development or operations of companies 200

employees or more on the west coast

• Days run: 20






Linkedin sponsored updates Campaigns

Linkedin sponsored updates Campaigns

premium ConTenT oFFerS

Taking Control of Your Stress


GUIDE

Your guide to identifying, understanding and taking control of stress.

The True Value of Your Health


REPORT


eBook: The True Path to Lasting Change 10Your true path to wellness.

latest findings on what research has discovered to be effective and ineffective ways to create new habits. The latest research shows that people typically fail to change by:

1. Making goals that are too general, and too lofty. 2. Trying to make too many changes at once.

Although the idea of big, fast change is exciting, it is scientifically proven that real changes do not happen without small steps. To counteract the usual big push/burnout cycle, the idea is to focus on the small habit changes that will lead to the goal. For most of us, pushing through exhaustion is not sustainable. Also, addressing our resistance with compassion is key to building a sustainable, pleasurable, and solid way to achieve our big dreams, one step at a time.

Change Our Habits, Change Our LivesThe wonderful news about the brain is that it can change. Although it has its ruts and grooves, it is also malleable and is continuously shaped and influenced by our thoughts, feelings, actions and experiences. The following sequence has been proven over and over again by behavioral psychology researchers to be the most effective way to create a new habit. Recently it appeared in Charles Duhigg’s best–selling book, The Power of Habit.

Here is the basic breakdown of a habit:

n Reminder (the trigger that initiates the behavior) n Routine (the behavior itself; the action you take) n Reward (the benefit you gain from doing the behavior)

The reminder is the event that triggers the routine to begin. It can be anything: a feeling, a time of day, a particular thought pattern, a tone in someone’s voice. An example is the often sugary, afternoon snack. Repeated day after day, your brain and your body begin to expect that dose of sugar in the afternoon.

Once we clue into the reminders in our day, though, we can begin to set in new routines that bring present and long term rewards. Knowing that the afternoon is a trigger for the sweet snack, we can prepare ourselves by having a healthy snack ready to eat so that we do not have to figure something new out in that moment.

How can you use this structure to create new habits and actually stick to them? Here’s how...

Rem

in

der Routine Reward

VeraVia Report: Taking Control of Your Stress 3


Body § Increase your energy and stamina with exercise. Without an energized mind, stress can oftentimes take over the mind and body. Upping your heart rate leads to increased oxygen delivery to the organs and muscles, which leads to more energy throughout the day.

§ Incorporate vitamins. Some studies have linked stress, anxiety and depression to deficiencies in certain vitamins. Choose high B-vitamin foods like avocados or tuna, or multi-vitamin powerhouse foods like blueberries to keep your system in balance.

§ Improve nutrition – meal by meal. Review your eating style and consider which circumstances influence your dietary choices. By linking stress triggers to poor diet selections, you can be proactive in recognizing and changing meals based on your emotional state.

Mind § Solve problems by forgetting about them. Exercise that requires concentration (Pilates, yoga, weight-lifting or aerobics) allows the mind to withdraw from the ongoing cycle of worry and stress and instead focus on the immediate issue at hand.

§ Think more clearly. Alternatively, repetitive exercise like jogging, stair climbing or biking can free up much-needed mental time to focus on family issues or workplace problems.

§ Meditate to improve your outlook. It doesn’t require building a private room or subscribing to a specific set of spiritual or religious beliefs. It is simply setting aside a small amount of quiet, undisturbed time each day (around ten minutes is sufficient) to relax, clear the mind of thoughts and allow space for focused concentration.

§ Get regular medical check-ups. Health screenings and check-ups can identify imbalances and irregularities before more serious conditions take hold.

Spirit § Break up the day. Humdrum routines can zap inspiration. Random mid-day exercise is a great way to re-set the body, physically and mentally.

§ Find a partner. Whether it’s family, friends or coworkers, chances are they experience stress as well. Find solutions that compliment each of your needs, such as healthier lunch breaks, age-appropriate exercises or simply sharing new ideas.

§ Improve sleep patterns. Again, physical exhaustion leaves the body incapable of handling stressful situations. Regular sleeping patterns and nightly deep sleeping causes a person to wake up refreshed, rather than lethargic.

Tips to Manage StressThe below tips are split into three areas of focus: Mind (psychological & emotional), Body (physical) and Spirit (lifestyle & wellness). We recommend picking a tip from each section to create an all-encompassing solution to managing stress and achieving complete life balance:

VeraVia Report: The True Value of Your Health 3


§ Employee health costs are steadily increasing. In 2008, the Journal of Occupational and Environmental Medicine reported that workers with moderate to severe obesity cost annually $1,800 ($500 dollars more than other employees) in presenteeism, having a large financial impact on companies.

§ According to the World Health Organization, stress costs U.S. businesses an estimated $300 billion annually with an added $63 billion a year in lost productivity due to sleep deprivation.

§ It is estimated that businesses spend 200-300% more on indirect health care costs in the form of sick days and lower productivity than they do on direct healthcare payments.

§ A recent review aimed at health promotion in the workplace found a significant return on investment with benefit-to-cost ratios ranging anywhere from $1.49-$4.91 in benefits for every dollar spent on the program (USDHHS, 2003).

§ A study published in Health Affairs in 2010 found that medical spending is cut by $3.27 for every dollar spent on promoting employee wellness, whereas absenteeism drops by $2.37 per each wellness dollar spent.

§ 75% of total U.S. health spending is on those who have chronic disease such as diabetes and high blood pressure, both largely preventable conditions that are caused in part by poor-nutrition and lack of physical activity. Large corporations such as IBM analyzed the effectiveness of programs, and found that they spent $79 million on employee wellness programs and saved $191 million, with a net gain of $121 million.

§ $1.3 trillion is the amount of the total impact on the economy from 7 chronic diseases: cancer, diabetes, hypertension, stroke, heart diseases, pulmonary conditions and mental illness. $1.1 trillion of that is attributed to lost productivity (DeVol et.al., 2007).

§ Nearly one-quarter of the U.S. workforce has coronary heart disease, stroke and type 2 diabetes according to the Journal of Occupational and Environmental Medicine (2008).

§ There is a higher risk for a worker who has large waist circumference, high flood pressure and high glucose levels to call in sick (Knight-Cohee, 2008).

Corporate CostEncouraging employee health also improves corporate expenditure and costs. The following statistics provide empirical proof of the benefits of having an all-encompassing experience for promotion of health:

The True Path to Lasting Change

eBOOK

The Secret to Finding and Staying your Optimal Weight

twitter Promoted accounts

rationale: To support future Twitter promotion

success, brand @VeraViaFit and effectively

compete with veteran competitor accounts, Bop

Design created an ongoing promoted accounts

campaign. The campaigns introduced VeraVia to

the Twitter world, utilizing their new product video.

The tweet targeted the following audiences:

• U.S. Twitter users interested in health, fitness

and weight loss who also followed health

resort accounts (e.g. @RanchoLaPuerta,

@OaksSpa, @TheRanchMalibu)

• U.S. Twitter users interested in general health,

nutrition and fitness topics who also followed

wellness gurus and brands (e.g. @DrOz,

@JillianMichaels, @lululemon)

• Impressions: 425,981

• Earned followers: 566

• Average cost per follower: $1.48

adrollTo maximize exposure, Bop Design

also implemented a retargeting

campaign for VeraVia using AdRoll. A

cookie is placed on all VeraVia website

visitors, so when they are perusing

other websites they will see a banner

(see example to the right), reminding

them of VeraVia. This is a low cost

initiative to keep VeraVia top of mind

with prospective customers.

STep 5: review & refine

Being that VeraVia is such a young company, it’s imperative to review

and refine the integrated marketing campaign closely and often.

Even over the course of nine months, Bop Design shifted the focus

away from marketing to individual consumers to a circle of influence

including: Travel Agents, Physicians & Health Practitioners and

Corporate Wellness and Executive Health groups.

results

Before

When VeraVia approached Bop Design in April 2013 they had a great

vision for the organization, but an undefined, misguided brand, no

clients, no revenue and no marketing strategy.

after

As of April 2014, VeraVia has a representative brand, online presence,

steady flow of clients and an integrated marketing strategy that

continues to help build brand awareness, nurture leads and produce

revenue. With the established brand and success of the digital

campaigns, the VeraVia brand is moving to expanding executive

wellness offerings and starting a branded vitamin line. The future looks

bright for VeraVia as they hope one day to expand to other Park Hyatts

across the globe. See details on ROI and strategy going forward on

the following pages.

review & refine strategy

04.14


What the Client Had to say

“Bop Design was a critical

partner in getting our vision

off the ground. From the initial

brand concepts to the ongoing

digital strategy, Bop Design has

helped VeraVia grow into an

established brand capable of

attracting a worldwide audience.”

-Wyatt Chapman, CEO

& Co-Founder

“Establishing a brand in health &

fitness—an incredibly crowded

and competitive industry—was a

challenge. Thankfully Bop Design

has been with us since the start—

helping VeraVia attract the right

clients through strong brand

messaging and marketing tactics.

-Melissa, Vice President

& Co-Founder

$250,000 Revenue$35,550

Investment

return on investment

VeraVia spent a total of $35,550 with Bop Design from April 2013 through

April 2014. Within that time they attracted 15 guests (six of them being

international) with an average stay of three weeks, resulting in approximately

$250,000 of revenue. Taking into consideration this is VeraVia’s first

year in business and a good portion of the tactics were foundational

(nonrevenue generating) the return on investment was exceptional. In

this short amount of time, VeraVia is competing with well-established

weight loss retreats and on its way to becoming a household name.

about Bop designBop Design understands that in order to grow your business, a holistic approach is required.

Compelling design, content marketing, SEO (search engine optimization), SEM (search

engine marketing) and social media are all valuable lead generation tools, but they need to

be combined into a highly focused, cohesive strategy that targets your desired market.

We believe that every business, regardless of its size, deserves cost-effective design and

comprehensive marketing solutions. We work primarily with business services firms—

usually ones with fewer than 100 employees—that are serious about growing.

COnnECT WiTH BOP

start your Branding & Content Marketing ProjeCt today!

888.670.7803 | [email protected] | www.BopDesign.com

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https://twitter.com/BopDesignSD

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FEATURED CliEnT VeraVia

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