“ Come as you are, leave as you want”

Mariel LarmandOlivia WerenskiMegan SullivanSpring 2015

SmartGrowth

Key Messages

▸Acceptance▸Community▸Motivation

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

Stakeholder Analysis

SMARTFIT CAMPAIGN“Let’s Get Smart.”

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

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

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

Key Influencer/ Spokesperson

Erika Lee

Director Of Fitness at SmartFit, Certified Personal Trainer and Nutritionist

Social Media Amplification

2.07 BillionSocial Media Users In 2014

Social Media Accounts

Facebook: SmartFit Health ClubInstagram: @SmartFitTwitter: @_SmartFitHealthClub

#AskErikaLee

#letsgetsmart

“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

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

Brand Ambassador Team: National Level

Adam Bronstein, Santa Monica, CA Cassey Ho, Los Angeles, CA

http://www.bornfitness.com/ http://www.blogilates.com/

Brand Ambassador Team: Local Area

Rachel Loftspring, Chicago , IL www.chicagonow.com/chewables-chicago/

Sarah Baker, Chicago, IL balancedbabe.com/sarah-baker/

TIMELINE

Evaluation And Measurement

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

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

THANKS!Any questions?Provided by: