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Fresh Reality Public Relations Campaign plan May 13, 2018
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TRUST YOUR TRANSFORMATION
TABLE OF CONTENTS
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Situation Summary
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PR Strategy
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Influencers
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Social Media Tactics
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Social Media Calendar
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Events, Contests, Sweepstakes
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Meet
Fresh reality
Brooke Lynch
Stephanie Browne
Caroline Hewes
Ann Zeigler
Catherine Yi
Anna Soboleva
As a young team that is constantly seeking new and fresh perspectives through our research, it only seemed fitting to name our agency Fresh Reality. By combining each of our specialties and talents, we are able to offer a full-spectrum PR agency that thrives off data-driven insights to create compelling campaigns that deliver measurable results. With six unique backgrounds and skill sets, we maximize strategic creativity and optimize possibilities by taking an integrated approach. We love helping brands tell their story, and our team is committed to helping businesses connect the dots to achieve limitless outcomes. Our highly motivated team will work with you to achieve your goals, whether it is making lasting personal connections, reaching new people, increasing brand awareness or breaking into a new market. 5
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About the Client
Fit4Mom Madison owner, Jackie Dorris, is an insightful and intelligent business woman. She successfully founded and expanded the FIT4MOM Chicago franchise to 13 different locations in just nine years. As life brought her back home to Madison, WI, she accepted the challenge of starting a franchise from the ground up. After entering a completely new market of mothers, Jackie came to us with the question of how exactly she could reach this new set of Madison moms. We readily accepted this challenge, and dove into our work to create a fresh new reality with each other.
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PR Problem and Opportunity Statement
We have an opportunity to educate and inform the public about the benefits of prenatal fitness when performed correctly under expert guidance, and to position FIT4MOM Madison as the workout option of choice for prenatal women in the area.
Based off our research, a significant number of pregnant women are choosing to workout in their homes. We believe this is due, in part, to the widespread misconception that working out while pregnant is dangerous or unhealthy for the mother and baby. This in turn leads women to work out in the judgment free environment of their home using fitness applications and social media.
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Situation Summary Health and Fitness Category
Key Segments
Niche markets have developed within the fitness industry over the past five years, welcoming various new franchises to emerge, although the majority of the industry is operated by a handful of companies. Increasing amounts of people are favoring boutique workout facilities that offer a “community feel” with less amenities. Specifically, fitness franchises that are geared to local clientele are gaining popularity, as well as ones that accommodate clients with less free time.
Compared to other states, the presence of the gym and fitness franchise industry is low in Wisconsin, with less than 3% of franchises. Overall, the gym and fitness franchise industry is comprised of about 75% gyms and fitness centers, 12.4% recreational classes and services, 5.9% ice rinks and courts, 5% dance studios, and 1% swimming pool and spa services. The majority of the industry’s revenue is generated by just three companies: Anytime Fitness (35.9%), Planet Fitness (17.2%), and Snap Fitness (15.1%), leaving 31.8% for other companies. Gold’s Gym was one of the major companies dominating the industry, but over the past five years the company significantly declined.
The success factors of the fitness and gym franchise industry are dependent on the number of adults aged 20 to 64, amount of disposable income per capita, participation in sports, overall strength of the economy and time spent on leisure and sports1. The factor of time spent on leisure and sports is driven by the unemployment rate. The status of low unemployment rates since 2012 has correlated with people having less leisure time. Fitness franchises that are conveniently located and ones that have “round-the-clock” services are expected to continue to grow. It is also expected that gym and fitness franchises that have the “add-on” services of meal planning, goal tracking, online personal training and an online discussion platform will continue to appeal to a large client base and generate revenue.
75% GYMS 12.4% RECREATIONAL CLASSES 5.9% ICE RINKS AND COURTS
Health Club & Fitness Industry The fitness industry has been rapidly expanding since 2016 and is the result of a population that is becoming more health conscious, and that is receiving increasing messages about the importance of health and fitness in public health campaigns. The industry of gym and fitness franchises has over 5,500 businesses operating in the United States, and the industry is expected to experience continued growth at an annual rate of 2.9% until 2021.
Key success factors for a business in the gym and fitness franchise industry 1. Convenient location and access to parking 2. Effective sales which attract new and loyal customers 3. Well equiped and clean facilities 4. Experienced and skilled employees 5. Numerous franchises
5% DANCE STUDIOS 1% SWIMMING POOLS AND SPA
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Industry analytic experts predict that combination of decline of Gold’s Gym and the increased success of Anytime Fitness in recent years, “could allow smaller franchises to challenge the industry’s dominant players” in the future. The highly concentrated industry dominated by only three companies, lends itself to the opportunity for “specialized facilities” such as FIT4MOM, to “attract potential clients and targeted customer segments” away from leaders of the franchise industry.
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Local Competition NUMBER OF FRANCHISES
SERVICE AND CLASESS
FIT4MOM MADISON
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FI4BABY
ORANGE SHOR GYM
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INHOME TRAINING, NUTRITION COACHING
LIONESS FITNESS
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STRENGTH CIRCUITS, MOMS GROUP WORKOUT
TRANSFORMATION CENTER
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FIT MOMS
DRAGONFLY HOT YOGA
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PRENATAL YOGA
- YES
- NO
PROVIDES INSTRUCTOR TRAINING
- SOME INSTRUCTION
As health and fitness has become increasingly popular among consumers, FIT4MOM faces a lot of competitors in Madison. Our agency list the four biggest competitors: Orange shoe gym, Lioness Fitness, Transformation Center, and Dragonfly Yoga. These four fitness centers are all mainly target at moms or females. Comparing to its competitors, FIT4MOM has a several benefits. The most obvious one is that FIT4MOM provides a wider variety of classes designed for moms in different stages. From indoor to outdoor and from FIT4BABY to stroller strides. Most of the competitors only provides regular classes that are not very personalized for moms.
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CERTIFIED TRAINERS
Second, the trainers at FIT4MOM are all certified with professional training experience, which makes the classes more safe for moms to take. Moreover, FIT4MOM provides classes with relatively shorter period of time, which accommodates to the busy life of moms. These two factors are very helpful to attract loyal consumers once they started taking classes at FIT4MOM during prenatal stage. If they like the atmosphere and the fitness program, they are more likely to return to FIT4MOM during postnatal stage. Another advantage that FIT4MOM has is the Our Village, which is a community for moms to support each other. This makes FIT4MOM stands out from its four competitors in Madison area. Our village community provides a platform for moms to socialize and communicate with each other outside of the classes, which helps to build emotional connections and increases consumer loyalty.
CUSTOMER INVOLVEMENT
SOCIAL MEDIA & FOLLOWERS
“THE EMPOWERED MAMA” PODCAST; “OUR COMMUNITY”
FACEBOOK, INSTAGRAM 254 FOLLOWERS
$12 DROP-IN; $65 MONTH (MIN 3 MONTHS)
“READ MY STORY”
MOBILE APP, FACEBOOK, TWITTER, 408 FOLLOWERS, INSTAGRAM 313 FOLLOWERS
$40 PERSONAL SESSION $90 IN-HOME SESSION $259 MONTH
CLIENT APPRECIATION FREE EVENT (SPA NIGHT)
$260 WINTER SESSION UNLIMITED $36 STRONG AT HOME (8 WEEK SESSION)
“TRANSFORMATION STORIES”
TWITTER: 3,493 FOLLOWERS, FACEBOOK, YOUTUBE 1,269 FOLLOWERS
“YOGI OF THE MONTH”, REGULAR FREE EVENTS
TWITTER: 799 FOLLOWERS, FACEBOOK, YOUTUBE: 40 FOLLOWERS, INSTAGRAM: 2628
However, there are also several things that FIT4MOM lacks comparing to the four competitors. Stay-home personalized training: Orange Shoe gym provides in-house personalized training and nutrition coaching. This personalized program caters to more stayhome moms, providing them with the service to train at home and together with a dietary plan to better help them get fit.
Social media presence Comparing to its competitors, FIT4MOM has a relatively larger number of followers and also more social media platform. However, comparing to Transformation Center, FIT4MOM lacks a platform that customers can share their own personal successful stories. On the website of Transformation Center, users can see all the successful stories of customers and how they changed their body image as well as their life attitudes. These stories can help to attract more moms, especially those who wants to get their body back or a better health condition.
CHILD CARE OFFERED
PRICE
$115 : 10 CLASS PASS $199: 20 CLASS PASS $60: 5 CLASS PASS $15: DROP-IN
Customer events Transformation Centre holds free customer events such as 4 Week Nutrition and Mindset Series, which helps its client to make nutrition plan, which are essential for moms especially in prenatal stage. Lioness Fitness recently held a client appreciation spa night, which is very helpful to increase positive brand perception among its customers.
Price and discount Although FIT4MOM has a very competitive price among its competitors, it still lacks some form of promotion and discount. Orange Shoe Gym provides moms with 60% off if they help with the child care.
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PR Campaign authors: Anna Soboleva, Caroline Hewes, Ann Ziegler, Catherine Yi, Brooke Lynch, Stephanie Browne Graphic Design: Anna Soboleva For Journalism 464 Spring 2018
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