Swordplay LA

Product Positioning · Growth Marketing · Demand Generation

Swordplay LA is one of the oldest fencing and theatrical combat studios in the Los Angeles area, serving both recreational students and professional performers. In addition to traditional fencing instruction, the studio offers a highly differentiated stunt fighting program—designed specifically for actors, stunt performers, and motion-capture talent—integrating modern choreography and contemporary training approaches.

The core challenge was positioning a niche, experiential offering to distinct audiences while driving consistent enrollment across classes, intensives, and seasonal programs.

Objective

Increase awareness and demand for Swordplay LA’s fencing and stunt fighting programs, clarify the value of its specialized training, and drive enrollment through scalable digital acquisition and lifecycle marketing.

Strategy

The approach centered on audience segmentation, clear positioning, and conversion-focused journeys:

Clarified messaging across fencing, stunt fighting, and specialty programs to reflect different buyer motivations
Positioned the stunt fighting program as a premium, industry-relevant offering rather than a traditional class
Built digital acquisition and lifecycle flows aligned to enrollment cycles (classes, camps, intensives)
Introduced new growth channels to expand top-of-funnel awareness

Execution

Built website landing pages and email campaigns to support enrollment for camps, intensives, and special services
Planned and executed integrated organic and paid campaigns across Instagram, Facebook, and TikTok
Launched TikTok as a new acquisition channel alongside established social platforms
Managed paid media strategy, budgets, and optimization for lead generation
Developed consistent content systems, editorial calendars, and visual libraries to reinforce brand identity
Implemented analytics and reporting to track engagement, lead generation, and enrollment contribution

Results

Increased impressions by 1,260% and engagement by 216% within three months
Expanded awareness and demand for stunt fighting and specialty training programs
Generated qualified leads and enrollments through paid and lifecycle campaigns
Established repeatable marketing systems to support ongoing growth and enrollment