BACK TO SCHOOL | Marketing Campaign

This campaign is to get new leads in the door for the fall. A lot of people get busy over the summer with kids out of school, vacations, and schedules getting messed up. They’ve been able to find no time to keep up with their fitness. There are also those who may have been on a fitness routine before summer arrived, then they stopped. Let’s use this campaign to get them back in your gym.

Graphics:

We've made it much easier for you to customize the marketing campaign graphics. Instead of providing jpgs that you can't revise, we've created our graphics in Canva so you can now replace photos, logos, and also the text.

We are now offering templates you can pull into your free version of Canva and customize. From there you can easily resize the graphics for whatever platform you want to share them on.

Back to School Canva Graphic Templates For You To Use:

Instagram Post #1 template >
Instagram Post #2 template >
Instagram Story #1 template >
Instagram Story #2 template >
Facebook/Web Banner #1 template >
Facebook/Web Banner #2 template >

See the example templates below from Canva that you can easily customize.

Steps to set-up:

Use the links above to access, customize, and download the creative assets from Canva.

Create your offer for this campaign.

Add Landing pages to the site. We have a video tutorial below how to do this.

Add the email template(s) we've written for you to the email service of your choice. Be sure to follow up with your leads until they say "no!"

Make sure you make it easy for people to sign up.

Tell everyone about it! Share the graphics on social media, email your mailing list, run a paid ad and have your members refer others.

Possible Offers:

7 Days for $7

New Member Special: $?
- Package up what a new member gets in their first month and possibly discount the price: Free Consult, OnRamp/Foundations, Unlimited Classes, Goal Assessment, Body Composition

Back to School Specials: (Make it worth it for new members)
- Signup for 3 months and get $ amount off
- Signup for 6 months and get $ amount off
- Signup for 12 months and get $ amount off

Landing Pages:

The Landing Page is where people sign up for your offer. It has two jobs:

1. Excite people about your offer:
Display your offer in big, bold text to get them excited to claim it. And showcase the main selling points of your gym to build their interest in joining.

2. Make it easy for people to claim the offer:
The offer form is placed at the top of the page so people can immediately see it when they land on the page. And the title and subtext explain exactly what a person should do on the page: Claim the offer.

There are two landing pages with this campaign:

The Main Landing Page

And a Thank You Page that people will be directed to upon signup

Social Media

CAPTIONS

The Kids are back in school, now get Back to YOU! [ Share offer ]

The perfect time to get back to a confident YOU! [ Share offer ]

Kids back in school? How about some ME time? [ Share offer ]

For many, the first day of school is approaching! It is also the perfect time to take some time for YOU! [ Share offer ]

Paid Ads

Step 1: Facebook Ad

Facebook Ads allow you to target people who are interested in fitness training in your local area to drive them to your Offer Page.
Below is a pre-built Facebook Ad and Target Audience that you can use for your ads.

If you haven’t really run Facebook ads before, we recommend just posting this ad as a post on your Facebook gym page, then using the Ads Manager on your business page to run an ad on the existing post you just made based on the audience below. (Facebook tutorial to help).

1. Ad

Text
Start with a short, exciting sentence to pull people in. Then show a call-to-action to tell them whatever your offer is. Then show the aspects of the Back to School Campaign in a bullet list, with eye-catching emojis, so it’s easy for them to read. And finish by telling them that the offer ends soon to create a sense of urgency.

AD TEXT:
It's time to get BACK to the gym and BACK to a routine!

👉 YOUR OFFER GOES HERE 👈

Grab this INCREDIBLE deal [your offer goes here again] and get hooked on your results!

New clients only for this offer! No obligation. Limited time!


Image
Use an exciting, eye-catching image preferably of someone in your gym. If not, use one of the graphics we included.

Headline
Choose a headline that sounds appealing and wants someone to learn more.

SAMPLE HEADLINE:
🔥 BACK TO SCHOOL SPECIAL! 🔥🔥🔥

Newsfeed Link Description
Provide a sentence or two with some extra details on your Back to School Offer.

SAMPLE TEXT: 👇 CLICK TO SEE AND LOCK IN THE DEAL! 👇

Call-to-Action
This is the button people click on the Ad to be taken to your Offer Page.

Facebook only gives you a few options for this. For limited-time offer campaigns like this, Sign Up performs best as it’s the text option that’s closest to the action people are taking – signing up for your limited-time offer

Website URL:
[Copy/paste the landing page url you added to your website, similar to this: www.yoursite.com/back-to-school]

2. Target audience

Here’s the targeting we recommend:

Interests/Behaviour Targeting

Facebook’s Interest and Behavior targeting allows you to show your Ad to people who are interested in specific things and activities. Their system has become very sophisticated and is now able to target the right people incredibly accurately.

We recommend using Facebook’s Fitness Interests:
Physical exercise
Physical fitness
Weight Loss

Age, Gender, Language and Location Targeting
Age, Gender, Location and Language targeting should reflect who your most common members are. If you generally serve people in their 20’s and 30’s, then you should target people in that age group. If you’re unsure which Location to target, we recommend targeting people within a 30-minute drive of your own location: This is a close enough distance for most people to be content with driving to you.

Why are Facebook Ads effective for this Campaign?
The reason they’re effective is because they’re shown to people who are interested in fitness training in your area. Facebook is great at knowing people’s interests based on their behavior, which is what makes their Ad targeting so effective.

Google Adwords, on the other hand, don’t work well for limited-time offers. This is generally because people don’t search on Google for limited-time offers. And the ones who do search for giveaways are just people who are interested in getting something for cheap, and are not always the best customers as they are so price-sensitive.

Email Template

Post Date: When you launch campaign

EMAIL 1:

SUBJECT LINE: The Kids are back in school, now get Back to YOU!

For many, the first day of school is approaching! It is also the perfect time to take some time for YOU!

Available for a limited time only, we are offering a back-to-school special [ add your offer here ] so you can build some good habits.

Sign up now [add your website landing page link]

[make sure to include any specific info here as well as some bullet points of what’s included below.]

If you are excited to get back to you and are ready to sign up, you can do so by clicking the link below.

Sign up now [add your website landing page link]

If you have any questions please just reply to this email and I will get back to you. If you still want to come by the gym to see the facility and meet me you can click the link below to schedule that time. Remember spots are limited, so hurry!


Thanks!

[User Signature Block]

P.S. You don't have to be perfect, you just have to start!

Updated on: 05/06/2023