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BCF IN THEORANGE ZONE
498,935 TOTAL AGENCY CALORIES BURNED
18,296 TOTAL AGENCY SPLAT POINTS EARNED
As an agency, BCF keeps burning. We burn to do remarkable work for remarkable clients. We burn to be a happier and healthier creative company. And most importantly, we burn because Orangetheory Fitness
has changed our lives for the better. OTF franchises deserve a partner that not only knows how to get results, but also lives, breathes and embodies what it truly means to keep burning. Our proof is in our splat points.
Contact information:Nilesh Patel [email protected]
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Dear Orangetheory Fitness Franchisee,
For us, Orangetheory Fitness is not an ad campaign or a pitch for new business; it’s a way of life. More than that, Orangetheory Fitness has changed ours. I invite you to meet Keith Ireland, our CEO & Chief Creative Officer who – up until a year ago – spent all his hours at the office, fueling up on one coffee cup after another after another, smoking when things got stressful (which they did on a daily basis) and living on a diet rich in carbs and preservatives. When OTF came to Virginia Beach, he tried a free class and was immediately hooked. It was a passion, a realization, an awakening.
Last spring, when OTF opened another studio closer to the BCF office, Keith chose to pay half of any employee’s OTF membership, wanting to share with the staff the incredible gift OTF had given him. During the intro class, most of the BCF members stayed in red for over half the class (seriously, we didn’t know it was possible to get 54 splat points!), but they understood the obsession. The stress of the day simply falls away when one is trying to survive an endurance day or not let their partner down during a run/row. Now, the water cooler conversations are boasts of the number of splat points earned and warnings about the workout of the day. Overall, most of us prefer the rowers first, ESP is a favorite, and we have decided that inclines hitting 12 are truly insane.
We truly want to see OTF succeed in every market. OTF is making a difference in the lives of so many.
Why do we love Orangetheory Fitness?We could go on and on. Having a personal trainer who can accurately explain a burpee or an alligator. How the music drives one to succeed during a 60-second all-out. How the scheduling system keeps one accountable when the day was hard and you just want to hit the couch – but don’t want to pay $12. How the high-fives and the camaraderie in the studio fuel our soul – only the OTFers know what we have been through when we walk out dripping with sweat; yet we feel nothing but pride and 100% accomplished.
We want others to feel the same sense of accomplishment. To do that, we need to help your studio(s) succeed. Because when a franchise succeeds, the real winner is the member. They have taken the next step to changing their lives – moving from a feeling of guilt about not working out to taking control of their life, their health and their happiness. That sense of empowerment is contagious. Members want to share their euphoria with others – and eventually, a movement is created. A movement that can change the course of our lives.
The BCF Team andJessica Ireland, Head of Operations + Client Relationships
BCF4500 Main Street, Suite 600Virginia Beach, VA 23462
FOR US, OTF IS NOT AN AD CAMPAIGN OR A PITCH FOR NEW BUSINESS,
IT’S A WAYOF LIFE
Keith Ireland CEO & Chief Creative Officer
148,413 CALORIES BURNED
4,311 SPLAT POINTS EARNED
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OTF IS IN BCF’S DNA.Over half of our employees are OTF members. We work together by day (and night), and we work out together in between. That should tell you a little bit about our culture. We strive for the highest possible levels of performance in everything we do. Named as one of the top places to work by Outside Magazine, in 2015 and 2017, BCF’s 40+ team members are driven to deliver remarkable business–building results.
Meet your team at:
www.bcfagency.com/orange-theory
BRANDING | DESIGN + IDENTITY | DIGITAL | SOCIAL MEDIA
CONTENT STRATEGY + MARKETING | EVENTS + EXPERIENCES | MEDIA STRATEGY + PLANNING
PUBLIC RELATIONS | ETHNOGRAPHIC + QUANTITATIVE CONSUMER RESEARCH | DATA ANALYTICS
SEARCH ENGINE MARKETING + OPTIMIZATION
AGENCY CAPABILITIES
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OUR APPROACHThe Power of AnalyticsWe focus on achieving two goals – first, to drive more qualified leads resulting in larger membership numbers. Second, to increase retention. To do this, BCF uses data and analytics to drive insight that directly influences our target audiences, creative executions and media plans.
To start, we define the demographics and psychographics of your local market through our research tools such as ArcGIS Community Analyst, Mintel and Nielsen to create a personal market profile. This includes a mix of geographic and demographic information, as well as deep diving into consumer behavior and psychology - which we share with you. A laser-focused approach to segmentation and audience definition is key. This ensures our media plans and creative are hyper-targeted and reaching those with the highest potential for conversion. We then optimize your franchise’s individual media campaign based on those metrics.
THE GOAL:
TO DRIVE QUALIFIEDLEADS AND BUILDCUSTOMER LOYALTY
Mackenzie Wells Content Strategist
21,521 CALORIES BURNED
573 SPLAT POINTS EARNED
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• Build look-a-like audiences from CRM data, FB page fans, and site visitor data
• Conquest customers of specialized fitness studios
• Target based on interests + behaviors
• Use 3rd party data segments leveraging app usage and credit card data to reach prospects such as FitBit users and high spenders in the fitness category
• Re-target visitors to the specific studio page (members excluded)
• Test for optimal radius and household income based on studio location
CORETARGETINGSTRATEGY
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Developing Messaging and ContentOur creative team works closely with your franchise and Corporate to develop content and campaigns that incorporate the right messaging, targeting the right audience and then distribute it at the right time on the right platform.
The paid media and the organic content need to work cohesively together to speak to dual audiences: the prospective customer to drive leads and the current member to drive retention. Your franchise helps us gather that organic content. We will work with you to go beyond the inevitable milestones of birthdays and numbers of workouts.
Emotion Drives PurposeThe creative relies on the emotional connection consumers have with Orangetheory Fitness. Emotion, rather than rational reasoning, has a far greater impact. We drive engagement by using a more psychological approach. The messaging and content celebrates the benefits outside of burning calories, such as a higher level of energy and the ability to reduce stress in members’ lives. Rather than pushing promotional messaging, BCF’s execution delivers relevant content encouraging them to share their voice. In this way, members become brand advocates, telling friends how OTF fit into their lives and aligns with their own self-brand.
Paid Media StrategyLeveraging the hyper-targeting, as well as robust control and agility, of Facebook advertising, our teams will build campaigns specific to your market. This will allow us to build relevancy, effectively and efficiently generating leads. Campaigns will be monitored and optimized around metrics aligned with established campaign goals. Performance across placements, imagery, messaging and other campaign components will be assessed on an ongoing basis to drive campaign testing and optimizations.
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Valeria Palmertree BCF Communications &
Content Strategist
33,023 CALORIES BURNED
1,028 SPLAT POINTS EARNED
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WE BELIEVE POWERFUL CREATIVE WILL BREAK THROUGH THE CLUTTER OF FITNESS MARKETING
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Month 1 Month 2 Month 3 Month 4
Campaign Objective
Awareness (100%) Awareness (50%) Leads (50%)
Leads (70%) Awareness (30%)
Leads (90%) Awareness (10%)
StrategyReach prospects most likely to become members once they know about it
• Reach prospects most likely to become members • Sustain engagement with interested prospects • Capture interest
Complete path to purchase with membership incentive
Targeting• OTF look-a-likes • M/F fitness interest • 5 mile radius
• OTF look-a-likes • Fans and friends of fans • M/F fitness interest • 5 mile radius • Retarget engaged users & site visitors
Retarget engaged users to convert into members
Creative• Video • Canvas • Carousel
• Video • Canvas • Carousel • Lead Ads
Lead Ads
Success Metrics
• Video Completion • Dwell Time
• Video Completion • Dwell Time • Leads & Engagements
Leads & Engagements
SAMPLE STRATEGIC FRAMEWORK
The media strategy will strike the right balance of awareness and conversion based on the needs of the location.Once the objectives have been identified for each market, the proper mix between awareness and conversion will beapplied to maximize performance. Each studio will have a custom Strategic Framework developed to their market.
The example below highlights the strategy to build awareness and leads in pre-sales for a new studio
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SAMPLE STRATEGIC FRAMEWORK
The media strategy strikes the right balance of awareness, conversion and retention, based on the needs of the location. Once the objectives have been identified for each market, the proper mix between awareness, conversion and
retention will be applied to maximize performance.
Campaign Objective
Awareness (20%) Leads (50%) Retention (30%)
Strategy • Reach prospects most likely to become members
• Sustain engagement with interested prospects • Capture interest
• Complete path to purchase with membership incentive
• Recognize and support members • Drive activation and increase loyalty
Targeting • OTF look-a-likes • Fans and friends of fans • M/F fitness interest • 5 mile radius • Retarget engaged users & site visitors
• Retarget engaged users to convert into members
• At risk members • Engaged Fans
Creative • Video • Canvas • Carousel • Lead Ads
• Lead Ads • Video • Canvas • Carousel
Success Metrics • Video Completion • Dwell Time • Leads & Engagements
• Leads & Engagements • Engagements • Studio retention rate change
The example below highlights the strategy to build awareness, generate qualified leads and promote retention for an existing studio.
SUPERIOR CUSTOMER SERVICEOur clients are our partners. Their success is our success and their business challenges are ours as well. The agency relationship is built through ongoing engagement and conversations where we listen and learn from our clients. We want your studio(s) to know that we are here for you whenever you need us.
We provide franchises with access to our OTF portal, which gives you easy access to the marketing and research you need. It allows franchises to download creative and upload their own organic content, which BCF uses to deliver custom work. We also give each franchise their unique demographic research as well as the results of their campaigns through the portal.
Yet there is no substitute for individual conversations. We will set up monthly calls with all the franchises, where we will give information on upcoming campaigns as well as provide a question-and-answer section. And finally, we are always here if you just need to pick up the phone and speak directly with us.
CONTENT SHARINGBCF and franchisees could upload content so that local messaging and customization are expanded and simplified.
PORTAL FEATURES INCLUDE:
DIGITAL TARGETINGBCF will provide a richer understanding of key geographic, demographic, and persona characteristics to assist franchisees with local media placement decisions.
ANALYTICSDashboards would be created to track campaign performance and monitor KPIs.
SUPPORTBCF will support the franchisees through video tutorials, testimonials and webinars.
MESSAGINGFor more immediate needs, a messaging platform will be available to answer questions a franchisee may have.
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We use the GIS Marketing Profile to understand the market around each studio to best target qualified consumers based on age, HHI, spending habits, etc.
IS THE CORE OF BCF’S ACCOUNT MANAGEMENT PHILOSOPHY.
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MEET YOURCOACHES
KEITH IRELANDCEO / CHIEF CREATIVE OFFICER
KEVIN MCCARTHYCREATIVE DIRECTOR
NILESH PATEL ACCOUNT SUPERVISOR(MAIN POINT OF CONTACT)
MIKE JACKSONART DIRECTOR
MORGAN RYDERACCOUNT EXECUTIVE
EMILY BAINEMEDIA SUPERVISOR
VALERIA PALMERTREECONTENT STRATEGIST
MEL WILLIAMSDIGITAL CREATIVE DIRECTOR
BCF’s team is structured in a client-centric village model, ensuring franchises have access to not only account teams but also team members with expertise in creative, media, strategy and analytics, public relations, content strategy, and digital. And we have increased the number of account service team members to ensure franchises are getting that superior customer service. Further, not only have our teams worked with franchises, but some also have worked in the fitness industry - so we know your challenges.
CREATIVE
MEDIA
PR & CONTENT STRATEGY
DIGITAL
STRATEGY& ANALYTICS
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Per StudioPricing
BASE PUSH
4 2
$1250
Portal Access
Paid Media Monitoring/ Optimization + Reporting
Custom Creative + Production
Media Planning/Strategy + Account Management
Includes Video Ad Units
Organic Social Posts Paid Social Ads
$1750 $750ALL-OUT
Social Media ContentCalendar Creation/ Management
Niche Content
$2250+ $1750 suggested media spend+ $1250 suggested media spend + $2250 suggested media spend + $750 suggested media spend
6 8 13 4 1Organic Social Posts Organic Social Posts Organic Social PostsPaid Social Ads Paid Social Ads Paid Social Ads
• Monthly reports highlighting key metrics and trends
• Recommendations on optimal ad formats and optimization objectives to drive KPIs
• Partner with Facebook/Instagram to bring forward innovative betas and new product opportunities
• Competitive analysis/social listening
EXECUTION REPORTINGSTRATEGIC PLANNING
Asset uploads, creation of custom audiences, CRM data upload, manage settings for delivery, bids, radius and conduct quality assurance checks
• Daily monitoring and optimization of budget, targeting and creative to maximize efficiencies
• Ongoing refinement to audiences and optimal radius from studio
• Implementation of ads to include but not limited to:
Included with each package: GROUPSTUDIO
DISCOUNTSAVAILABLE!
ACTIVERECOVERY
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ADDITIONAL SERVICES
• Vehicle and window graphics
• Member incentive program development
• Custom OTF swag
• Email campaign management
• Non-traditional marketing tactics
• Event partnerships
• In-studio display
• Community engagement
• Public Relations
Kristy Monical Web Developer
33,180 CALORIES BURNED
1,628 SPLAT POINTS EARNED
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As a full-service agency we provide a full suite of creative offerings available, but not limited to:
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Sarah Hughes Public Relations Senior Account Executive
Allison Affeldt Account Supervisor
9515 CALORIES BURNED
14,673 CALORIES BURNED
281 SPLAT POINTS EARNED
859 SPLAT POINTS EARNED
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CREATIVEEXAMPLESThis content is for presentation purposes only
to view spec video-based executions visit:www.bcfagency.com/orange-theory
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Carousel ads allow for more content to engage with the consumer.
It can include, video, images, maps, etc.
CAROUSEL ADS
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• Create an interactive immersive experience to introduce OTF to its core audience in a compelling way
• Prompt users to explore different aspects of the workout by swiping through photos and a series of short videos, with ability to incorporate data and infographs
• Provide a path to sign up for a trial without ever leaving Facebook
• Canvas yields an average of 70 seconds longer time spent with the brand
CANVAS ADS
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Allow prospective members to sign up for a free workout without leaving the Facebook
environment
Information is pre-populated in the form for ease of use
Form submissions are fed through CRM integration
(ex. ClubOS) or direct to email
FACEBOOK LEAD ADS
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For existing members who are showing signs of declined engagement (i.e.: have not been to class in one month, performance plateauing, etc)
content with the focus on retention can help give them a reason to push forward
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We look forward to speaking with each and every one of you. We live this brand. We are incredibly passionate about Orangetheory Fitness. We have been for a year and we will continue to be long after you select your digital agency. We truly hope we will be given the opportunity to give back and be a driving force in the growth of something that has given us so much and changed our lives in so many incredible ways.
Thank you for your time.
Walking recovery.
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Contact information:Nilesh Patel
