Zoran Raduka | Public Relations Portfolio

Capstone Project: Velocity Fitness

Project Website: View the Velocity Fitness Project Site →

This capstone project showcases my ability to research, plan, and execute a strategic public relations approach that supports brand positioning, media readiness, and audience engagement.

Quick Navigation

1) Overview of the Project

Velocity Fitness is a community-focused training facility built around performance, accountability, and a supportive member experience. This capstone project showcases my ability to research, plan, and execute a strategic public relations approach that strengthens brand positioning, improves media readiness, and supports long-term audience growth.

Project Goal

Position Velocity Fitness as a credible, community-driven brand by improving message clarity, strengthening media assets, and creating a strategic foundation that supports outreach, visibility, and engagement.

What This Capstone Includes

  • Brand and messaging foundation: company overview, mission statement, and key messages.
  • Media-ready assets: press release, FAQs, and spokesperson profile.
  • Strategic planning documents: creative brief, content strategy, and SWOT analysis.
  • Multimedia support: logo, visuals, interview sound bites, and a video news release concept.

Primary Audience

  • Adults seeking structured coaching, accountability, and community
  • Local professionals and families looking for a consistent training environment
  • Potential partners (community organizations, local businesses, wellness stakeholders)

Success Looks Like

  • Clear, consistent messaging that explains Velocity Fitness quickly and confidently
  • Improved media readiness with professional PR materials organized in one place
  • A repeatable content approach that supports visibility, trust, and member engagement

2) Research Summary

The research phase focused on identifying Velocity Fitness’ current brand strengths, audience expectations, and communication gaps that impact growth and media readiness. This summary reflects a practical assessment of the market environment and the messaging opportunities available for a community-based fitness brand.

Key Insights

  • Audience decision drivers: accountability, coaching credibility, community culture, and visible results.
  • Content opportunity: prospective members want clarity on services, pricing approach, and what the experience looks like day-to-day.
  • Trust factors: testimonials, coach/founder visibility, consistent branding, and proof of member outcomes.

Communication Gaps Identified

  • Inconsistent messaging across platforms creates confusion about the brand’s core promise.
  • Media assets needed to be organized, standardized, and easier to access quickly.
  • Founder voice and story needed stronger integration into positioning and outreach.

3) Target Audience

Velocity Fitness’ target audience is best defined by mindset and motivation rather than just demographics. The brand serves people who want structure, coaching, and a community environment that keeps them consistent.

Primary Audience Segment

  • Adults seeking a structured training plan and accountability
  • People motivated by measurable progress and coaching support
  • Individuals who value community culture as part of consistency

Secondary Audience Segment

  • Local businesses and organizations seeking wellness partnerships
  • Community stakeholders interested in health and performance initiatives
  • Local media outlets covering community improvement, wellness, and events

Audience Needs

  • Clarity: what Velocity offers, who it’s for, and what results look like
  • Confidence: credible coaching, real community, and consistent messaging
  • Convenience: easy access to information, FAQs, and contact pathways

4) Strategic Assessment: SWOT Analysis

This SWOT analysis identifies internal strengths and weaknesses as well as external opportunities and threats. It supports message development, audience strategy, and content priorities for Velocity Fitness.

Strengths
  • Community-driven training culture that supports accountability
  • Coaching-centered model that creates structure and consistency
  • Strong potential for authentic storytelling through member progress and founder voice
  • Clear alignment with wellness and performance outcomes
Weaknesses
  • Messaging can feel inconsistent without a unified content plan
  • Limited centralized media materials reduces outreach readiness
  • Brand identity needs stronger standardization across assets
  • Benefits may not be immediately clear to first-time visitors without guided explanations
Opportunities
  • Strengthen awareness through consistent social and community storytelling
  • Build partnerships with local organizations and wellness stakeholders
  • Create shareable content (short video clips, FAQs, testimonials) that lowers barriers to entry
  • Leverage earned media through local event coverage and human-interest stories
Threats
  • High competition from gyms and boutique fitness brands in the local market
  • Prospective members may compare based on price without understanding value
  • Inconsistent posting and unclear positioning can reduce trust over time
  • Negative reviews or miscommunication can impact credibility if not managed proactively

5) Goals & Objectives

These goals and objectives are designed to improve clarity, increase engagement, and support Velocity Fitness’ long-term brand positioning. They also provide measurable direction for PR, content, and outreach.

Goals

  • Goal 1: Strengthen brand positioning through consistent messaging and visual identity.
  • Goal 2: Improve media readiness by organizing professional assets in one accessible location.
  • Goal 3: Increase audience trust through authentic storytelling and proof of outcomes.

Objectives

  • Standardize key messages and integrate them across primary communication channels.
  • Develop PR assets that support outreach, media inquiries, and partnership opportunities.
  • Create a repeatable content structure that supports weekly consistency and engagement.

6) Strategy

The strategy focuses on credibility, clarity, and community-driven storytelling. The goal is to position Velocity Fitness as a trusted training environment that delivers measurable outcomes and a strong member experience.

Strategic Approach

  • Message clarity: define what Velocity offers, who it’s for, and why it works.
  • Founder and coach visibility: strengthen trust by showcasing leadership voice and coaching philosophy.
  • Story-driven proof: highlight member progress stories, testimonials, and training culture.
  • Media readiness: ensure all assets are organized, consistent, and accessible for outreach.

7) Tactics

These tactics convert the strategy into practical execution across content, PR, and community visibility. The focus is on consistency and quality over volume.

Content & Digital

  • Weekly content themes (coaching, community, member outcomes, education, events)
  • Short-form video clips featuring training, coach tips, and culture moments
  • FAQ-based posts to reduce barriers for new members
  • Testimonial and progress spotlight series

Public Relations & Outreach

  • Press release announcing brand initiative / community experience focus
  • Spokesperson profile to support interviews and media inquiries
  • Local partnership outreach to schools, wellness orgs, and community groups
  • Pitch community-centered stories aligned with health and performance trends

8) Measurement

Measurement focuses on visibility, engagement, and trust indicators. Success is tracked through both digital performance and communication outcomes.

Key Metrics

  • Engagement: likes, comments, shares, saves, and video watch time
  • Traffic: clicks to key pages (services, contact, membership info)
  • Leads: contact form submissions, inquiry volume, and consultation requests
  • Consistency: weekly publishing cadence across selected channels
  • PR outcomes: media mentions, partnership responses, and community placements

9) Capstone Deliverables

The following deliverables support Velocity Fitness’ PR foundation and media readiness. These assets are designed to be usable, organized, and consistent with the brand’s messaging.

Written PR Assets

  • Press Release
  • FAQs
  • Company Overview
  • Mission Statement
  • Spokesperson Profile
  • Style Guide
  • Creative Brief
  • Key Messages

Strategic Planning Assets

  • Research Brief (Summary)
  • Content Strategy
  • SWOT Analysis
  • Measurement Approach

Multimedia Assets

  • Logo
  • Client Photos (in progress)
  • Video News Release (concept/structure)
  • Interview Sound Bites (concept/structure)
  • Infographics
  • Social Media Connections