move communication strategy · move communication strategy 2019 2 move move fitness club is a place...

Move Communication Strategy 2019


1

Table of Contents

MOVE ...................................................................................................................................................... 2 HERSTORY ................................................................................................................................................ 2 BUSINESS OBJECTIVE ............................................................................................................................... 3 COMMUNICATION #GOALS...................................................................................................................... 3 AUDIENCE ................................................................................................................................................ 3 SOCIAL MOVEMENT ................................................................................................................................. 4 SEO .......................................................................................................................................................... 4 CAMPAIGNS: ............................................................................................................................................ 5 LOCAL FESTIVALS .......................................................................................................................................... 5 TASK TIMELINE ........................................................................................................................................ 5 SOCIAL MEDIA ............................................................................................................................................. 6 Facebook Ads ........................................................................................................................................ 6 BUDGET ................................................................................................................................................... 9 FINANCIAL RISK EVALUATION .................................................................................................................. 9 SUCCESS EVALUATION ............................................................................................................................. 9


2

Move Move Fitness Club is a place for women to get strong and feel good. Forget scales and

measurements. At Move, they believe the key to feeling your best is to get moving!

Move provides a luxe, positive environment where women come to get stronger

together. Small group classes provide an encouraging environment where women

empower each other to do their best each day. The trainers provide help and

encouragement every step of the way. Best of all? Members never have to set foot on a

dreadmill!

It also offers luxuries amenities, such as Khiel’s skincare products in its changerooms, an

infrared sauna and a lounge with a coffee and smoothie bar.

Herstory Kelly Taphouse is the founder of Move, a club inspired by her own journey in the fitness

world. Having been a top bikini competitor in her past, Taphouse is all too familiar with

how the fitness industry can be anything but healthy. The toll it took on her mind and

body were enough to turn her away from the industry. After entering motherhood, she

struggled with how she looked and felt in her new body, and decided to find a balance

between health and fitness. Her solution was to move – to feel better and get stronger.


3

Through her personal journey, Taphouse noticed a gap in the fitness industry that

needed to be filled. She wanted to provide an escape for other women – a place to ditch

the obsession with scales and numbers, and fall in love with health and fitness. Thus,

Move was born.

Business Objective Increase revenue by getting at least 1 more person to come to each class.

Communication #Goals - Increase awareness of Move fitness amongst its target audience

- Establish a better sense of community and connection with existing members to

encourage them to upgrade their memberships

Move memberships are flexible, allowing members payment options that vary by the

number of visits the member wants per month. Move can therefore increase revenue

both by gaining new members, and getting existing members to upgrade their

membership to one that allows a higher number of visits.

Audience Women who are empowering, fun and strong. It’s ideal girl bosses are 22-40 years young and Move loves moms! Members are trendy, east-enders. They love catching up

with the girls over soy lattes. These women splurge in the name of self-care after being

a rock-star all week at work and/or at home.


4

Social Movement Move is on Instagram and Facebook, both of which are logical choices for its

demographic. Given the size of the business and the specificity of the demographic,

there is no need to spread themselves across any other platforms at this time.

FACEBOOK INSTAGRAM FOLLOWERS 800 3,800

LIKES/POST 5 70

COMMENTS/POST 0 2

VIDEO VIEWS 120 400

POST FREQUENCY Inconsistent Every 1-3 days

Move has a decent following on social media for its, but the engagement is poor. Posts

on Facebook are very inconsistent, with one post on some weeks and a post nearly

every day on other weeks. Move does often respond to comments on its posts, and the

responses it does get are positive. However, there are very few comments. In order to

reach more people, the social media content and strategy need improvement.

SEO GOOGLE

RESULT MAP RESULT (TOP OF PAGE)

“WOMEN’S GYM TORONTO” 6th 2nd

“WOMEN’S FITNESS TORONTO” 8th 2nd

“WOMEN’S FITNESS CLUB TORONTO”

8th 1st

“WOMEN’S FITNESS CLASSES” 8th 1st

“WOMEN’S GYM EAST END” 1st 3rd

“WOMEN’S FITNESS EAST END” 2nd 2nd

There is a very good chance that someone searching for a women’s gym in Toronto

would come across Move. While its SEO could be stronger in order to appear higher in

search results, Google also puts the first three Google Maps results at the top of the

page. Additionally, Move currently only has one location and it is in the east end of the

city. When east end is part of the search term, Move appears quite high. Given that

Move is not currently looking to attract members all over the city, its SEO is very strong.

These search results are based on an incognito search of an individual who fits the Move demographic.


5

Campaigns Local Festivals Make appearances at east end street-festivals in the summer (Leslieville Beer Festival,

Art of Craft Beer). Become more well-known, establish a sense of community and try to

gain new members.

Festival Task Timeline

Task Date

Apply to be The Art of Craft Beer Festival (ACB) Exhibitor

October 2018

Apply to be Leslieville Beer Festival (LBF) Exhibitor December 2018

Hire freelancer for table sign, shirt logos May 1st, 2019

Social media post for ACB May 1st, 2019

Create email template for discount email May 6th

Schedule trainers to work ACB table May 17th

Contact printer for table sign, extra brochures May 22nd

Contact shop for shirt printing May 22nd

Social media post for ACB May 25th

Get cups for ACB May 30th

Prepare drinks to sample at ACB May 31st

Social media post for ACB May 31st

ACB event day! June 1st

Social media posts at ACB June 1st

Send out collected emails with discount June 2nd

Social media post for LBF July 24th

Schedule trainers to work LBF August 9th


6

Contact printer for extra brochures if needed August 14th

Social media post about LBF August 17th

Get cups for LBF August 22nd

Prepare drinks to sample at LBF August 24th

Social media post for LBF August 25th

LBF event Day! August 26th

Social media posts at LBF August 26th

Send out collected emails with discount August 27th

On Event Day - Hand out brochures to potential new clients, be informative and promote the fun,

empowering environment of Move. - Hand out drink samples to highlight the lounge feature, and entice potential clients

to visit the booth.

- Offer an exclusive discount to anyone who signs up for emails (4 visits $40)

- Encourage existing members to show up, to show off the community aspect of Move

Social Media Form a deeper sense of community and membership through social media. Make more

engaging posts that are interactive, and feature club members frequently. Show off how

fun and rewarding the workouts are. Potential and existing members should feel like

they are missing out on the all the fun when they aren’t there!

Examples of posts:

- fun videos from class

- members hitting personal bests

- videos of failures with empowering captions

- member and trainer story spotlights (fitness journeys, health journeys)

- Videos of kids in the child care area (with parent permission, or use founder’s kids)

Remember to end posts with a call to action.

Facebook Ads Promoted content will be part of the new social media strategy for 2019. It will target

the Move demographic to draw in new members. While summer and New Years will still

be prime time, ads will still counter the typical discourse around diets, size and guilt.

There should be 1 promoted ad per month.


7

The promoted ad demographic will include:

- Women

- 20-40 years

- Within 3km

- Income within the top 10-25% of ZIP codes

- Interests: Goodlife Fitness, Lululemon, Starbucks, Fitness and Wellness, Health,

Skincare and WeightWatchers

o The audience must have at least 2 of those interests, and Fitness and

Wellness or Health must be one.

o Some ads may target parents of children 0-8, these must feature Move’s

childcare

Social Media Calendar All social media should be pre-planned on a schedule for consistency. Some months may

require extra posts to highlight events (the festivals, yearly anniversary). Outside of

events, and perhaps heavy advertising months (January, April), social media posts

should follow the schedule on the calendar sample on page 8.


8

March 2019

Sunday Monday Tuesday Wednesday Thursday Friday Saturday

1 2 Member Spotlight –

11:45am

3 4 5 6 7 8 9 Video – 5am Picture Trainer’s Story – 5am Member Spotlight –

11:45am

10 11 12 13 14 15 16 Video – 5am Picture Video – 5am Member Spotlight –

11:45am

17 18 19 20 21 22 23 Video – 5am

Facebook Ad Start Picture

Video – 5am Member Spotlight – 11:45am Facebook Ad End

24 25 26 27 28 29 30 Video – 5am Picture Video – 5am Member Spotlight –

11:45am

31

Facebook / Instagram


9

Budget Social media content and email Salaried Already Facebook ads $1500 Drink samples $200 Cups $10 Event shirts $100 Exhibiting fees $500 Sign for booth $60 Freelancer (graphic design, sign and shirts)

$125

Extra brochures $75 Staff for events $650 $3,220

Financial Risk Evaluation Both of these strategies are relatively low-risk.

If at least 2 new people join Move from each festival, Move will break even on the event costs in 4 months.

If at least 1 person joins Move from each Facebook advertisement period, Move will break even upon registration.

Both of these are measured based on members purchasing the lowest membership of $110/month (4 classes/month).

Success Evaluation Ideally, Move will meet its goal of averaging at least 1 more person in each class by December of 2019, thanks to this social media strategy and the festival pop-ups.

To achieve this goal, Move needs to get about 30 people to either join Move, or upgrade its existing memberships to allow for 1 extra class/week.

move communication strategy · move communication strategy 2019 2 move move fitness club is a place...

Documents