smart fit final presentation
TRANSCRIPT
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“ Come as you are, leave as you want”
Mariel LarmandOlivia WerenskiMegan SullivanSpring 2015
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SmartGrowth
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Key Messages
▸Acceptance▸Community▸Motivation
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Strengths/Opportunities
▸ Privately owned ▸ 5:1 member to trainer ratio▸ 200 professionals in fitness
and nutrition▸ 20 locations▸ Precor
Situation AnalysisWeaknesses/Obstacles
▸ Changing consumer behavior▸ Competition▸ Punch Pass Program▸ Internal campaign
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Stakeholder Analysis
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SMARTFIT CAMPAIGN“Let’s Get Smart.”
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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
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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
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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
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Key Influencer/ Spokesperson
Erika Lee
Director Of Fitness at SmartFit, Certified Personal Trainer and Nutritionist
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Social Media Amplification
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2.07 BillionSocial Media Users In 2014
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Social Media Accounts
Facebook: SmartFit Health ClubInstagram: @SmartFitTwitter: @_SmartFitHealthClub
#AskErikaLee
#letsgetsmart
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“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
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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
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Brand Ambassador Team: National Level
Adam Bronstein, Santa Monica, CA Cassey Ho, Los Angeles, CA
http://www.bornfitness.com/ http://www.blogilates.com/
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Brand Ambassador Team: Local Area
Rachel Loftspring, Chicago , IL www.chicagonow.com/chewables-chicago/
Sarah Baker, Chicago, IL balancedbabe.com/sarah-baker/
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TIMELINE
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Evaluation And Measurement
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Measurement ObjectivesCurrently 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% WeeklySocial Media
Analytics Programs
Positive Feedback
Low/Medium 30% 60% Daily
Surveys and Social Media
Response
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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
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THANKS!Any questions?Provided by: