Digital Marketing Masters Thesis
Rebranding the Gymnastics Experience" is a digital marketing thesis that documents the strategic transformation of West Ashley Gymnastics (WAG) and Charleston Meets (CHSM). The project bridges the "perception lag" between the organization's elite physical training standards and its online presence by implementing a unified brand identity, technical SEO dominance, and a mobile-first web redesign.
This project presents a comprehensive digital overhaul of the dual-entity ecosystem comprising West Ashley Gymnastics and its event-production arm, Charleston Meets. Historically, the organization suffered from an "Innovation Gap," where a dated and fragmented digital footprint failed to communicate the world-class expertise of its "Triple Threat" leadership team.
The strategic intervention focused on three primary technical pillars:
Web Design: Consolidating fragmented legacy websites into a single, high-authority hub with a "Mobile-First" architecture designed to reduce registration friction for busy parents.
Technical SEO: Executing a rigorous audit to achieve the #1 organic spot in the Google Map Pack for local keywords, supported by a "Digital PR" link-building strategy.
Social Media: Transitioning from static logistical updates to narrative-driven storytelling on platforms like Instagram and TikTok to build community trust and social proof.
Operating on a revenue-neutral model, the project established a self-sustaining marketing engine with a total annual investment. Ultimately, the thesis preserves the 40-year Parrish family legacy by creating a professional digital infrastructure that maintains a "cradle-to-college" pipeline for athletes in a modern, competitive landscape
Power in Numbers
30
Programs
50
Locations
200
Volunteers
Watch a quick Project Summary below!
