SUMMER SLIM DOWN | Marketing Campaign

The target audience for this campaign is the casual fitness observer who has yet to turn it into a lifestyle. They typically set lofty New Years Resolutions or will crash-diet leading up to wedding season.

By encouraging these folks to commit to a length of time on the front end of their membership, you will help guide and teach them that long-lasting results take time. What they’ll find is that joining a community-minded gym gives them the accountability and coaching they’ve been looking for.

GOAL:
To incentivize new members to see results by committing to 12 weeks of diet and exercise with an offer.



Summer Slimdown 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.


Question & Answer:

Is this a “challenge”?
Not necessarily. Challenges are a VERY effective marketing tool, but they’re a pain in the butt to manage. Remember to keep it very simple. You can frame this as a challenge in your marketing, but in practice, you’re encouraging folks to just show up. We all know that if you can get someone to come to 20-30 of your regular classes, they’ll be a member for years. So it’ll be worth it to offer a strong incentive (such as a free month) to get there.

Who should I market this to?
This is a great campaign to use to engage former members and friends of members. Look through your list of former members and identify those folks who couldn’t seem to create a lasting habit. This may be just what they need to re-start and stick to it. You could even extend an aggressive offer to your existing members to help keep their friends accountable. For example, Bob is a member of your gym. Bob’s boss has been asking about how he got in such good shape. If Bob’s boss joins the Summer Slimdown and completes 25 workouts, both he and Bob get a free month of membership. Win-win!

Should I change any of my class types or processes for this Challenge?
We strongly encourage you to not make it more complex than necessary. The goal is to create a shiny object to get folks to pay attention to your brand. If you have an On-Ramp program that works, by all means, keep it! If you an intake meeting that converts leads, keep doing that! Again — the goal is not to change any of your existing business practices but to re-frame them in a way that causes people to pay attention. And, a “challenge” is one of the most effective ways to do so.

Do I need to use the nutrition & tracking tools you provided?
Absolutely not! Use what works for you. You can use anything we provided or you can simply track attendance. It’s up to you… just keep it simple.

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.

Optional Additional Materials for Participants:
Meal Planning help: Download PDF
Personal Success Plan to be used for new client: Download PDF
A Habits spreadsheet taken from The HillKC to use with your clients

Possible Offers:
Sign up for 3 months, get your 4th month free.

Get a free month of membership after your 25 workouts.

Sign up in the next 30-days and receive a complimentary weight loss plan (a $XXX.XX value).

Make sure to include the offer in your social media posts.

Landing Pages:
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

Watch the Landing Pages video below to add to your website



Social Media

CAPTIONS
Summer's right around the corner. Are you ready? [ Share offer ]

Make this your fittest Summer ever! [ Share offer ]

Tired of how you look and feel? [ 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 marketing 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:
Tired of how you look and feel?

👉 YOUR OFFER GOES HERE 👈

Grab this INCREDIBLE deal [your offer goes here again] and get ready for your Summer body!

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:
☀️ SUMMER'S COMING. ARE YOU READY? ☀️

Newsfeed Link Description
Provide a sentence or two with some extra details on your Summer Slimdown 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/summer-slimdown]

2. Target audience

Here’s the targeting we recommend:

Interests/Behavior 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

SUBJECT LINE OPTIONS:
Summer's right around the corner. Are you ready?
Your fittest Summer ever. Are you in?
Want a Clear Plan to Lose Those Frustrating Pounds?

EMAIL:
Hi there,

[your name] here from [gym name].

What if when summer came around, you weren't afraid to shed some clothes at the pool or the beach? Even if you don't like the water, feeling confident that you could if you wanted to will make your summer that much better.

This is why we created the Summer Slimdown. Everything you need to lose those frustrating pounds and inches. And right in time before the Summer.

[LIST YOUR OFFER HERE]

This offer is limited to [number] of people. And once it’s gone it won’t come around until this time next year.

If you’re ready to see and feel the results you’ve always wanted, [Call to Action].

To your health.
[Gym Owner]
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