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For a project for my LCC 3401 class - worked in a team to respond to a RFP for Frank\'s Gym, a fake gym in Franklin County looking to move and adapt to the Atlanta Area.
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Step Up Marketing Presents:
Frank’s Gym Expansion Recommendations
Presented by: Mary Grace Koenig, Kristen Murphy, Thomas Raville, Jackson Watson
Frank’s Gym Current Business Concept Target Age Group Prospective Location for Expansion
Problem: Frank’s Gym wants to investigate if creating a new location in Atlanta help continue their business growth.
Introduction
Step One: Research Location Step Two: Gather Information about
Competing Gyms Step Three: Interview a Similar Business Step Four: Identify the Needs of Potential
Clients Through a Survey Step Five: Develop Marketing Strategy and
Advertising Campaign
Methodology
Location
Surrounding Gyms
13.00%
30.20%
30.70%
16.50%
9.60%
Under 1818 to 2425 to 4445 to 64Over 65
Age Demographics
Competing Fitness Centers
“Promote a lifestyle not just a gym” Increasing Client Referrals
◦ Quarterly Reports Using surrounding businesses
Interview
0
10
20
30
40
50
60
70
80
61
51
79 77
5
Most Desired Gym Amenities
Pool and saunaFree Weight AreaPilates, Yoga classes etc.Televisions on machinesOther
Possible gym amenities to be offered
Num
ber o
f res
pons
es o
ut o
f 99
12% 9.4%
16%
24%
38.7%
Importance of 24hr Gym Access
Not very important Somewhat importantNeutral ImportantVery Important
12.8%
13.8%
25.5%17%
30.9%
Personal Training and Nutritional Services
Not very important Somewhat important Neutral
Important Very important
Everyday1%
1-2 times per week
22%
3-5 times per week
26%
Several times a month12%
Sporad-ically39%
Surveyed Gym Attendance
49% want a basic membership51% willing to pay more for membership including classes
Low demand for on-site childcare, 62.2% said they were not likely to take advantage of it if it were offered
Other Results
8.1% “The gym of champions”
32.3% “Big city fitness, small town appeal”
16.2% “Small town gym in the heart of Atlanta”
43.4% “Gym memberships individualized for your needs”
Slogan Survey Results
New location in the Druid Hills area Updated logo and slogan Competitive Prices and Amenities New Marketing Strategy focused on Target
Age Group
Recommendation
New Website Partner/Sponsor Health Events Use your Trainers and Staff Promotions
Marketing Recommendation
