1. Inclusion needs
Commitment Not Just
Equipment
KILIAN FISHER, UFIT PROJECT MANAGER, IHRSA INTERNATIONAL
PUBLIC POLICY ADVISOR, MD KF INNOVATIVE BUSINESS LTD
UFIT LAUNCH - 19/10/2015

2. AIM OF SESSION:
To give some “Take Aways” to help YOU have More
effective facility utilisation, marketing and more
#letsinclusivizefitness
UFIT LAUNCH - 19/10/2015

3. Industry Challenges
Regulation/ Legislation eg ADA (USA)
Insurance
The Physical aspects of the Building
Human Resources
Financial Resources
FEAR!
UFIT LAUNCH - 19/10/2015

4. Marketing
Programming
Training
Sales
Retention
Attracting a New market

5. Marketing- What is it?
So How do we do it?
Inclusive Marketing Plan linked with the UTMF
Use Tool such as PR Smith’s SOSTAC© Model
Precision marketing
UFIT LAUNCH - 19/10/2015

6. Key Marketing elements
Advertising & Promotion- targeting
Images /Media used- adapt/ Videos
Colours , audio etc
Testimonials
Outreach
UFIT LAUNCH - 19/10/2015

7. UFIT LAUNCH - 19/10/2015

8. UFIT LAUNCH - 19/10/2015

9. Key Marketing elements
Segment Segment Segment
BUT Inclusive?
What?
How?
Who ?
UFIT LAUNCH - 19/10/2015

10. Key Marketing elements
Where?
Out reach – disability service providers/
community associations
Online and offline Marketing
Digital marketing & social media
UFIT LAUNCH - 19/10/2015

11. Trained Staff
Mainstreaming Diversity
Inclusive
Most effective use of what you already have
Programming

12. UFIT LAUNCH - 19/10/2015

13. Training
KCS
Initial
CPD/Ongoing
Upskilling
Mentoring
UFIT LAUNCH - 19/10/2015

14. C
M
Y
CM
MY
CY
CMY
K
UTMF

15. Sales
ADAPT THE TOOLS: Data Capture
Landing Pages
Mobile
Online Booking
Membership online
Email marketing
Marketing Automation
Images and Video- Type and How
Youtube 2nd biggest search engine in the World
UFIT LAUNCH - 19/10/2015

16. Retention
Users /Members
PWD- Loyalty
BUT How do we increase retention?
Staff Recruitment & retention - calibre- KCS
Training- Investment
Programming- Inclusive and adapted where necessary
Welcoming Culture
Interaction with ALL Users/Members not just the 20%
UFIT LAUNCH - 19/10/2015

18. Big Data
Remarketing
Facebook adverts /boost posts- targeted
Linkedin adverts- targeted
Email precision marketing
Segmentation- Precision Marketing for the
Fitness Industry

19. Sent
Opened
Clicked
Shared Forwards
Unsub
Key statistics for this campaign: click a number for more details
3,002 Delivered 99% Bounced 1%
31% (914) Web views 1
1% (19) Total clicks 19 Clicks to opens 2%
0
1% (16) Complaints 0% (0)
From: Shauna Kearney ( unesco@ittralee.ie )
User: KILIAN FISHER
Web link: http://sut5.co.uk/l/c.php?c=30656&ct=66044
Clicked 1%
Unsub 1%
Campaign views over the first 24 hours
Email opens Web views
50
100
150
200
250
300
Views
UFIT LAUNCH - 19/10/2015

20. Engagement
Listening/Monitoring
Reacting
Amplifying
Social media using effectively for precision
marketing

21. Must develop:
 Digital Marketing Strategy
 Social Media Strategy
 Tools/Platforms
 Resources
 Innovative Programmes
 Training
 SO WHERE TO FROM HERE?
Recap

22. UFIT LAUNCH - 19/10/2015

23. Questions
www.justdoufit.com
IHRSA Contacts: Kilian Fisher or Helen Durkin EVP
vimeo.com/ufit

24. Managing Director, KF Innovative Business Ltd &
IHRSA International Public Policy Advisor
+353894322125
+447077085352
kilian@innovativebusiness.biz
www.ihrsa.org
www.justdoufit.com
Follow: IHRSA, UFIT and Kilian on Facebook, Linkedin, Pinterest, Instagram
pages on Google+ and Youtube
Kilian Fisher