North Cypress Fitness Marketing Campaign Targets Millennials
1. NORTH CYPRESS FITNESS
MARKETING CAMPAIGN
Marketing:
Sean Barron | Addison Martinez | Ryan Fucaloro | Amie Lovas
Production:
Alana Johnson | Nick Harrison | Danielle Shearer | Marcus Evans
2. SITUATION ANALYSIS
■ Loyal customers
■ Viewed as exclusive “club”
■ Change public perceptions to an “everybody fits” mentality
■ Emphasize family and acceptance culture
3. SWOT ANALYSIS
Strengths
• Company has a
large, clean, updated
facility
• Loyal customer base
• Room to expand
• 24/7 locations
• Multiple
membership options
• Childcare options
• Offer meal plans/
indoor café
Weaknesses
• Center is viewed as
an exclusive “club" -
deterring many
• High price point
• Not involving many
of the new trends in
fitness
• Not seen as very
diverse
Opportunities
• Current trends in
fitness
• "Clean eating"
popularity growth
• Growth in demand
for fitness education
classes
• Olympic year
increased sports
participation
• Childhood obesity is
a growing concern
Threats
• Increasing
competition in
Hammond area
• Low cost options
(Planet Fitness)
opening
• Free Membership for
college students
• Youth involvement
in sports is on
decline
4. KEY STRATEGIC DECISIONS
Target Audience Objectives
■ Millennials
■ Age 23-34
■ Income $40,000
■ Early families
To change the brand perception of North
Cypress Fitness to an all inclusive fitness
center - in turn, increasing new gym
memberships.
8. BILLBOARDS
Why billboard?
– 984,000 impression monthly
Implement
– Digital allows for easy and frequent ad diversity
– Lamar: South Morrison
Cost
– $7,000/month for digital
9.
10.
11.
12. AUDIO
Radio Pandora
Why audio?
84% American drivers use radio
Why?
– 61% listeners are millennial
female
Implement
– 102.5 WFMF
– Mon-Fri for morning commute
Cost
– $65/30 sec spot
Why?
– 84 million visitors a month
– Ad to selective area/demographic
Implement
– Pop/Today’s Hits
– Exercise playlists
Cost
– Visual ads: $5-$7
– Audio ads: $8-$12
– Video ads: $15-$25
14. SNAPCHAT
Why snapchat?
• 60% of smartphone users 13-34 are Snapchatters
• 63% of those users are 18-34
• analytics
Implement
• Easy setup/create account/geofilter
• monthly coverage
Cost
• $700 for constant coverage in one month
17. VIDEO ADVERTISING
Why YouTube?
• Is the 2nd most visited website in the world
• YouTube overall, and even YouTube on mobile alone, reaches more 18-34 than any
cable network in the U.S.
• built in analytics
Implementing:
• target options
millennials, females, Hammond/Ponchatoula area, Sports/Fitness/Health/Wellness
Cost:
• flexible pricing
$10/day = approximately 700-800 views
$5/day = approximately 300-400 views
18. VIDEO ADVERTISING
Why Facebook?
- 88% of millennials have FB account
Implementing:
- target options
- millennials, females, Hammond/Ponchatoula area, Sports/Fitness/Health/Wellness
Cost:
- flexible pricing
- $10/day = approximately 700-800 views
- $5/day = approximately 300-400 views
19. Media Schedule
Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec
T.V. X X X X X X
Social X X X X X X X X X X X X
Board X X X
SChat X X X X X X X X X X X X
Radio X X X X X
