A Path to Brand Leadership and Good Business in Your Community

At Your Service

Christine Thalwitz Vice President of Marketing

Charlottesville, Virginia

Crozet, Virginia

Midlothian, Virginia

Short Pump, Virginia

West Chester, Pennsylvania

Exton, Pennsylvania

Target markets

Target Markets

Amenities & programs

Amenities & Programs

“Great brands execute their brands.”

Denise Lee Yohn, author of What Great Brands Do

“I’ve heard people define a brand as a company’s logo, image, advertising, aura, personality, look and feel, attitude, reputation or trademark. But the fact is that none of these is your brand. These are manifestations, symbols, or expressions of your brand—and by limiting the definition of your brand to this external, surface level, you fail to realize its full business value. As you examine the principles that drive the world’s greatest brands, you will see the correct, complete view: A brand is a bundle of values and attributes that define the value you deliver to people through the entire customer experience.”

Denise Lee Yohn, author of What Great Brands Do

• High-yield cause marketing campaign

• High-profile public health initiative

• Programs that reach deep into community

• Business-to-business partnerships

Warning!

Think pink?

Core Value #1

Core Value #2

Core Value #3

Core Value #4

Core Value #5

• Is there alignment with your brand & business? • Does the cause resonate with your target audience? • Does the program engage in a meaningful way? • Will this partnership and initiative stand out? • Is the program scaled properly to expectations?

Questions to ask

Community & Causes

42% of North American respondents reported they would pay extra for products and services from companies committed to positive social and environmental impact.

2014 Nielsen Doing Well by Doing Good

54 percent bought a product associated with a cause over the last 12 months, increasing 170 percent since 1993.

2013 Cone Communications Social Impact Study

89 percent of Americans are likely to switch brands to one associated with a cause, given comparable price and quality, jumping nearly 35 percent since 1993.

2013 Cone Communications Social Impact Study

91 percent want even more of the products and services they use to support causes.

2013 Cone Communications Social Impact Study

88 percent want to hear how companies are supporting social and environmental issues.

2013 Cone Communications Social Impact Study

25 days for $25

2 – 3x monthly traffic

33% join rate

Even tire kickers talk

$33,270 to the Emergency Food Bank

$28,440 to Greater Richmond Fit4Kids

$15,300 to the Chester County Food Bank

$27,375 to Big Brothers/Big Sisters of the Central Blue Ridge $27,000 to First Book – Greater Richmond $29,350 to Hospice of the Piedmont $36,375 to Special Olympics $22,925 to Richmond Animal League $23,950 to Boys & Girls Club of Central Virginia $12,825 to the Charlottesville/Albemarle Rescue Squad $10,100 to Goshen Fire Company $10,850 to SHiNE $11,385 to the American Heart Association

25/25 Outcomes

Advertising

Special Events

Videos

Community Health

Percentage of Adults Who Are Obese TJHD and Virginia, 2000-2010

Source: Virginia Department of Health, Virginia Behavioral Risk Factor Surveillance Survey

21.6%

27.6%

21.0%

25.9%

0%

5%

10%

15%

20%

25%

30%

35%

2000-2002 2001-2003 2002-2004 2003-2005 2004-2006 2005-2007 2006-2008 2007-2009 2008-2010

TJHD Virginia

Perc

ent of

Adults A

ged

20 a

nd O

ver

Liv

ing in L

ocalit

y

Move2Health

VDH - Thomas Jefferson Health District United Way

University of Virginia Martha Jefferson Hospital

City of Charlottesville Albemarle County

Surrounding Counties Children Youth & Family Services

Jefferson Area Board of Aging

Move2Health

$$$

CDC Grant

Non-profit funding

Commercial sponsorship

Media partners

Move2Health

M2H Press Conference

Mayor Proclamation

#M2HSnackChat

M2H Kickoff Event

Free community events

Restaurant Week

“We see a whole new area of what I describe as mass-niche communities of interest," says Alan Moore, communication consultant and author. "Businesses can no longer think about market simply as a mass market. They have to move from what I would describe as disruptive marketing, to a world of engagement and thinking about the customer experience first.”

Mass vs. Niche

Mass-niche communities

• Test the waters

• 30-60-90

• 30-day guarantee

p.r.e.p.®

• low-cost, introductory exercise program

• 360 average monthly program sales

• > 26,000 patients to date

• 40% convert to annual paying memberships

• Average membership > 30 months

• $31 million gross/$17 million net

Corporate p.r.e.p.®

Joint replacement

Pre-natal/Post-partum

Go Local Trends

• Local food movement

• Locally sourced products

• Shop small

Go Local Trends

• Trust

• Understand local market needs

• Accessible service

• Closing technology gap

Go Local Trends

82% of U.S. consumers plan to shop or eat at an independently owned store or restaurant on Small Business Saturday. American Express Small Business Saturday Consumer Insights Survey

Go Local Trends

For every $100 spent:

• In a local small business, $68 stays in your community.

• At a local branch of a chain store, $43 remains.

• Online, virtually no money stays local. Research from Civic Economics

Community Partners

• Discounts for members • Advertising privileges • Reciprocity • Shop local • Annual fee • Membership requirement

• Is there alignment with your brand & business? • Does the cause resonate with your target audience? • Does the program engage in a meaningful way? • Will this partnership and initiative stand out? • Is the program scaled properly to expectations?

Questions to ask

Thank you!

acac Fitness & Wellness Centers

Christine Thalwitz