Smart fit final presentation
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SmartFit Final Presentation
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Smart fit final presentation
- 1. “ Come as you are, leave as you want” Mariel Larmand Olivia Werenski Megan Sullivan Spring 2015
- 2. SmartGrowth
- 4. Strengths/Opportunities ▸Privately owned ▸5:1 member to trainer ratio ▸200 professionals in fitness and nutrition ▸20 locations ▸Precor Situation Analysis Weaknesses/Obstacles ▸ Changing consumer behavior ▸ Competition ▸ Punch Pass Program ▸ Internal campaign
- 6. SMARTFIT CAMPAIGN “Let’s Get Smart.”
- 7. New Year’s Resolution Program ▸Juice bars at the locations, weekly ▸New Year’s Resolution kiosks located in the welcome center for members to post their New Year’s Goals
- 8. Creative Media Mailer ▸Creative Invitation to Media Event ▸“Healthy Ways to Ring in the New Year” ▸Seed Infused Paper ▹Juice and Smoothie recipes ▹Invitation ▹RSVP Invitation To Media Event
- 9. Media Event ▸Attendees will choose from a yoga or zumba class ▸Juice Bar ▹Make your own juice recipe class ▸Takeaway: SmartFit performance quality shirts A Day at SmartFit
- 10. Key Influencer/ Spokesperson Erika Lee Director Of Fitness at SmartFit, Certified Personal Trainer and Nutritionist
- 12. 2.07 BillionSocial Media Users In 2014
- 13. Social Media Accounts Facebook: SmartFit Health Club Instagram: @SmartFit Twitter: @_SmartFitHealthClub #AskErikaLee #letsgetsmart
- 14. “With social being so much a part of life as we know it, the hashtag has evolved into a character – something that can describe a mood or experience that ties people together - Jennifer Manger Social Media Marketing Manager at Wells Fargo
- 15. The SmartFit App ▸A way for members to stay connected with SmartFit outside of the gym ▸Allows for a portable punch pass ▸Members can see who is already signed up in their classes ▸Provides access for their New Year’s Resolution Plan UPDATES MY FITNESS PLAN MY DIET PLAN MY CLASSES SIGN UP FOR CLASSES PUNCH PASSES
- 16. Brand Ambassador Team: National Level Adam Bronstein, Santa Monica, CACassey Ho, Los Angeles, CA http://www.bornfitness.com/http://www.blogilates.com/
- 17. Brand Ambassador Team: Local Area Rachel Loftspring, Chicago , IL www.chicagonow.com/chewables -chicago/ Sarah Baker, Chicago, IL balancedbabe.com/sarah-baker/
- 18. TIMELINE
- 20. Measurement Objectives Currently RFP Goals After This Campaign Frequency Tracking Method Membership Retention 10% drop rate 25% 35% Monthly Punch Pass Data Foot Traffic Low 70% 85% Monthly Punch Pass Data Engagement Low 75% 83% Weekly Social Media Analytics Programs Positive Feedback Low/Medium 30% 60% Daily Surveys and Social Media Response
- 21. Social Media Goals (Monthly) Interaction up 5-10% (likes, shares, comments) Interaction up 5% (follows, likes, retweets, #AskErikaLee) Interaction up 5% (follows, likes, comments) Goal: 75% of SmartFit Members to be active on SmartFit’s Social Media Accounts
Hinweis der Redaktion
- Liv-Moving on to social media amplification
- Liv- As you can see, over two point zero seven BILLION people use some sort of social media in our modern day world. That’s why we have chose to focus a decent amount of our campaign in the digital world, since the majority of SmartFit’s users spend their time and get their information from online.
- Liv- For the social media part of our campaign, we chose to focus on the Big 3 networks, Facebook, Twitter and Instagram. These networks are the ones with the most viewers and cover the broadest amount of our demographic. On Twitter, we will host #AskErikaLee sessions, where people from the SmartFit community as well as the public can ask our spokesperson Erika anything about SmartFit, fitness, and living a healthy lifestyle.We know these have a possibility of getting hate and negative comments, but that’s the kind of openness and accountability that SmartFit wants to have with the community. The hashtag #letsgetsmart will be used for our members and influencers to promote the gym and share their personal fitness journey and story.
- Liv- When doing our research on the social media industry, we found this quote that really resonated with us and described what we want our online presence to look like
- Liv- As part of our communications plan, we chose to take a big step and create an app. This will be a mobile and on-the-go version of SmartFit in your pocket. Members can use this to sign up for classes, scan and reload their punch passes, see other members who are in their classes, and provide around the clock access to their personalized fitness and diet plan, created at the New Years Resolution stations. We knew that there were other 3rd party platforms out there to host these services and we know that it will probably be on the pricier side to make, but we feel that this can really speak to SmartFit’s unique customers and have the reward outweigh risk.
- Liv- Now, moving on to measurement
- Liv- For our measurement plan, we figured it would be easier to lay it out into one simplified chart that’s easy to understand. Here, we have the four goals that would mean success in this campaign as outlined for us in the RFP (membership retention, foot traffic, engagement, and positive feedback). Then we have where SmartFit is currently, the exact numbers as outlined in the RFP, our personal goals that we think can make happen, the frequency in which they will be measured by our team, and the method of collecting that data. Membership retention and foot traffic will produce more quantitative data, and engagement and positive feedback will produce more qualitative.
- Megan-
- Megan- So thank you for joining us, we have really worked hard on this to produce a comprehensive and effective campaign and hope that you like what we have put together!