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Regan Watts
Regan Watts

ADV 420 - Final Presentation

Direito
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REGAN WATTS ADV 420 NEW MEDIA DRIVERS LICENSE
Background • Fitness company founded in 2000 by Greg Glassman and Lauren Jenai • Considered a physical exercise philosophy and a competitive fitness sport • Incudes high-intensity interval training, Olympic weightlifting, plyometrics, powerlifting, gymnastics, etc. • Over 10,000 affiliated gyms throughout the world
Objective • Increase awareness of the brand • Increase activity in CrossFit • Provide relevant content to our target audience
Target Audience • Male and female • 20-30 years old • Healthy, fit and motivated • Looking for a new workout plan
Big Idea • A main component of CrossFit is acting as a community • All members share common attitudes, interests and goals • This digital campaign will leverage what it means to act as a community • “Find Your Fit”
Social Media Presence
KPI - Metrics • Timeline: 6 months • Gather analytical data prior to campaign • Use HubSpot for the duration of the campaign • Goals • Increase Facebook engagement • Increase Twitter engagement • Increase the number of followers on Instagram by 200% • Increase check-ins on Foursquare by 200% • Increase CrossFit members across the United States
Budget • $4,800/month (total 6 months) • SEO - $1,920/month • PPC - $1,920/month • Social Media - $480/month • Email - $480/month __________________________ • Total: $28,800
Tools & Tactics • Facebook • Sharing relevant content • Conversational approach • Followers can post “How-to” questions • Location services – “Find Your Fit” • Nearby CrossFit facilities will appear on maps • Each CrossFit facility will have it’s own Facebook page for members • Twitter • Communication mechanism • Lead generation tactic • #FindYourFit
Tools & Tactics • Foursquare • Lead generation tactic • Promotional tactic • Instagram • “Swipe right” feature for users to donate to their cause: CrossFit For Hope • Post pictures of members during workouts and at social gatherings • #FindYourFit • CrossFit Blog: “Find Your Fit” • Workout of the day, answers to “How-to” questions from Facebook page, nutrition advice, about us, & locate nearest gym

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Final presentation

  • 1. REGAN WATTS ADV 420 NEW MEDIA DRIVERS LICENSE
  • 2. Background • Fitness company founded in 2000 by Greg Glassman and Lauren Jenai • Considered a physical exercise philosophy and a competitive fitness sport • Incudes high-intensity interval training, Olympic weightlifting, plyometrics, powerlifting, gymnastics, etc. • Over 10,000 affiliated gyms throughout the world
  • 3. Objective • Increase awareness of the brand • Increase activity in CrossFit • Provide relevant content to our target audience
  • 4. Target Audience • Male and female • 20-30 years old • Healthy, fit and motivated • Looking for a new workout plan
  • 5. Big Idea • A main component of CrossFit is acting as a community • All members share common attitudes, interests and goals • This digital campaign will leverage what it means to act as a community • “Find Your Fit”
  • 7. KPI - Metrics • Timeline: 6 months • Gather analytical data prior to campaign • Use HubSpot for the duration of the campaign • Goals • Increase Facebook engagement • Increase Twitter engagement • Increase the number of followers on Instagram by 200% • Increase check-ins on Foursquare by 200% • Increase CrossFit members across the United States
  • 8. Budget • $4,800/month (total 6 months) • SEO - $1,920/month • PPC - $1,920/month • Social Media - $480/month • Email - $480/month __________________________ • Total: $28,800
  • 9. Tools & Tactics • Facebook • Sharing relevant content • Conversational approach • Followers can post “How-to” questions • Location services – “Find Your Fit” • Nearby CrossFit facilities will appear on maps • Each CrossFit facility will have it’s own Facebook page for members • Twitter • Communication mechanism • Lead generation tactic • #FindYourFit
  • 10. Tools & Tactics • Foursquare • Lead generation tactic • Promotional tactic • Instagram • “Swipe right” feature for users to donate to their cause: CrossFit For Hope • Post pictures of members during workouts and at social gatherings • #FindYourFit • CrossFit Blog: “Find Your Fit” • Workout of the day, answers to “How-to” questions from Facebook page, nutrition advice, about us, & locate nearest gym