LA FITNESS | memphis campaign 2019

May - October

 

 
 

MEMPHIS MARKET OBSERVATIONS

  • Memphis is one of America’s fattest cities with 40% of its residents obese

  • Our culture puts emphasis on unhealthy food rather than health and wellness

  • Excuses not to workout

    • Obesity

    • Heart disease

    • Diabetes

    • Intimidation

TARGET AUDIENCES

  • Memphians who are ready to make a commitment and invest in their health and fitness

  • Memphians who live and/or work within 1-3 miles of each LA Fitness location

    • Bartlett

    • Collierville 

    • Cordova

    • East Memphis - Oak Court and Ridgeway Rd.

    • Hickory Hill - Polo Grounds Blvd.

    • Lakeland

CURRENT PERCEPTIONS

  • Low brand awareness of LA Fitness

  • Low awareness of LA Fitness locations, even within 1-3 mile radius

  • Proximity is important. People workout close to where they live and/or work

GOALS

  • Raise awareness of LA Fitness in the Memphis area

  • Increase club walk-ins so they can be converted to members

  • Increase daily check-ins to reach each location’s goals

  • Increase completed online forms on Memphis location pages of lafitness.com

  • Increase calls to LA Fitness Memphis locations

MARKETING STRATEGY

Utilize a mix of paid media to deliver high frequency messages to increase top-of-mind awareness of LA Fitness among the target audience in Memphis

  • Radio

  • Outdoor

  • Print

  • Digital

 
 

 
 

CAMPAIGN RATIONALE

  • Build concept of community 

  • Taglines reflect both personal goals and gym attributes

  • Uses energetic brand colors as basis for palette 

  • Color gradient and italicized font evoke movement and flow

  • Imagery is aspirational and more demographically representative of Memphis population

  • Greater focus on women in imagery to combat gym intimidation

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Outdoor

Increase awareness of LA Fitness in Memphis

Strategically place outdoor advertising to align with LA Fitness club locations

Utilize a mix of permanent bulletin, rotary and bus shelter outdoor boards

Deliver 2,050,760 weekly impressions from May - October

5 billboards + 5 bus shelters for 6 months

 

14 X 48 BILLBOARD + BUS SHELTER OUTDOOR ADVERTISING

Increase awareness of LA Fitness in Memphis

Strategically place outdoor advertising to align with LA Fitness club locations

Utilize a mix of permanent bulletin, rotary and bus shelter outdoor boards

 
 

PRINT

Invite target to try LA Fitness and all it has to offer

Increase awareness of LA Fitness 

Appeal to residents in the same communities as LA Fitness clubs

 

STICKY NOTES ON COMMERCIAL APPEAL AND COMMUNITY WEEKLIES

  • 158,846 Subscribers

  • Zones of LA Fitness Locations

    • East Memphis

    • Bartlett

    • Collierville

    • Cordova

    • Hickory Hill

    • Lakeland

  • 6x in 6 months

PRINTED COLLATERAL FOR CLUB DISTRIBUTION

  • Quantity: 7,000

  • 1,000 per club location

 
 

 

RADIO

Increase awareness of LA Fitness through impactful, interactive and fun initiatives


Align with 2 established, popular, well respected stations delivering the desired target


Ensure reach and impact of your message by creating a high frequency campaign with 
short form radio spots during peak listening times

 
 
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FM100 TODAY’S BEST MIX

FM100 is synonymous with Memphis, family-friendly

  • Today’s Pop music (HAC – Hot Adult Contemporary)

    • Justin Timberlake

    • Maroon 5

    • Bruno Mars

    • Pink

    • Imagine Dragons

    • Taylor Swift

  • Listener

    • 55% Female

    • 62% 25-54 years old

    • 40% Have college degree

    • 46% HH Income of $75,000+

    • 60% Homeowners

  • Weekly Reach

    • 259,000+ consumers ages 18+ 

  • Frequency

    • 26 weeks

    • 1,820 Total Spots – 26/week

    • M-F 6a-7p - 25

    • M-Su 7a-12m - 10

    • M-Su 12m-7a – 25

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92.9FM ESPN SPORTS RADIO

  • Voice of all things sports in Memphis

    • Memphis Grizzlies

    • Tennessee Titans

    • Dallas Cowboys

    • Memphis’ best sports writers and opinion shapers

  • Listener

    • 71% Male

    • 76% 25-54 years old

    • 43% Have college degree

    • 50% HH Income of $75,000+

    • 65% Homeowners

  • Weekly Reach

    • 80,000 consumers ages 18+ 

  • Frequency

    • 26 weeks

    • 1,040 Total Spots – 26/week

    • M-F 6a-7p - 25

    • M-Su 7a-12m - 15

    • M-Su 12m-7a – 25

 
 
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:15 SCRIPT

 

Ready for change? Join the club. At LA Fitness we believe showing up is all the initiation you need. Come in and try it out for five days on us. Find your nearest location and get a guest pass for you and a friend at lafitnessmemphis.com.

 
 
 
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COLLIERVILLE GRAND OPENING

  • FM 100 2 hour broadcast & talent onsite

  • 92.9 ESPN 2 hour broadcast & talent onsite

  • 25 additional promo announcements

  • Commercial “call-ins” from event

  • Email to station database with coupon for guest pass or prize redemption

BIRTHDAY PRIZE PACK

Each listener who opts into the birthday portion of the loyal listener club receives a happy birthday email and special prize:

  • LA Fitness Zip Codes Reaching 1800+ listeners

    • 38117

    • 38125

    • 38119

    • 38002

    • 38018

    • 38017

    • 38134

  • LA Fitness Branded Prize Pack

    • Sports bottle

    • Towel

    • Guest Pass

    • Bag

 
 

 
 
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FM 100 MATCH GAME PRESENTED BY LA FITNESS
PART OF 100 DAYS OF SUMMER ON FM 100

  • June 3-23, 300 promos, 25 prize Packs

  • Listen of FM 100 all week at 7a, 11a, 3p, 5p 

  • Be the 10th caller and pick your 2 beach ball numbers

  • Get the match correct and you win!

    • Trip to see Ariana Grande in LA

    • Amazon Echo Smart Speaker

    • $100 to Ruth’s Chris Prime Steak House

    • $500 to Robert Irwin Jewelers

    • Autographed guitar from Rob Thomas

  • Download the LA Fitness Match Game Board on fm100memphis.com

FM 100 NAMING RIGHTS

  • Receive naming rights ownership of the WMC FM 100 Studio

  • 8,760 Mentions = Once per Hour, 24 hours per day, 365 days

  • Website Takeover Each Month (12 Total)

    • 10,000 monthly display ad impressions on fm100memphis.com

    • Links to LaFitnessMemphis.com, landing page created exclusively for this campaign

 
 

 
 
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92.9 ESPN SPORTS TALK RADIO

  • Memphis’ most listened to talk sports show

  • Every weekday at Noon

  • Recap of the day’s top news stories

  • Informative, funny, always on-point

  • Segment Sponsorship

    • LA Fitness is branded into content on a daily basis, M-F

 
 

 

DIGITAL

Appear to people who are searching online for fitness services

Remind people of the services LA Fitness offers after they have left the club

Target people who share common traits with your customers

350,00 cycle impressions over 6 months

Link all digital ads to LAFitnessMemphis.com

 

Track users who have been served an ad and then visit one of your locations.

 
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TARGET DISPLAY

  • Reach target audience across the web on desktop, mobile, tablet

  • Geographic targeting + layers of one or more:

    • Channel

    • Contextual

    • Site Retargeting

    • Search Retargeting

    • Demographic

    • Behavioral

    • Geo-fencing

 
 

Track a customer’s intent.

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LANDING PAGE - LAFitnessMemphis.com

  • Display ads will link to a landing page with the LA Fitness Memphis Locations

  • When a user selects a location on the landing page, they will be directed to the actual location page on LAFitness.com with information specific to that club 

 

 

BUDGET

 
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