Paid Digital Advertising

Channels:

• Google
• Instagram
• Facebook
• YouTube
• Twitter

Targeting: With such unique and endless possibilities with retargeting, we will be able to develop very specific demographics to hone in on. The ages will range from 12 all the way to 50-55. This is to encourage young athletes to come out and start working and for older athletes to continue to lead a healthy lifestyle. Salary ranges will be unspecified as we hope that most can enjoy some of our services at a reasonable price. Interests will include sports, training, fitness, and health. Anyone listing these or related terms as their interests on social media, or searching these terms on the web in general will be targeted by our advertisements. Another demographic to target would be those with employment in these areas, as I am sure they have colleagues who would share the same interest in our services. I will also especially place priority on the “retargeting” of my ads through social media platforms like Instagram, Facebook, YouTube, and Twitter. This is so if a potential customer gets disturbed while looking through our services provided, they can then see the ad again, go back, and select which membership or service they would like to sign up for.

Keywords for PPC Campaigns

• Elite Performance Training
• Nutrition Advising
• Body Recovery

Ad Examples

Instagram Ad:

Weightlifting Contest! Women’s and Men’s League. Winner will get ONE FREE year of membership! Come out and join the Imperius family!

Tweeted Ad:

“Next level facilities? Check. Ready to grind? Check. Up to 25 trainers to work with at our Detroit location? Check. Come in and check out Imperius and learn more.” -@ImperiusGym

Facebook Marketplace Ad:

Facilities for Rent! Coaches can get into contact by clicking on this ad to rent courts, fields, etc. for their team’s practices, workouts, or tournaments!

Budget:

• Total -Example Amount: $5,000
• Content Creation – $2,000 (40%)
• Software and Tools – $750 (15%)
• Paid Advertising – $375 (7.5%)
• Paid Partnerships – $375 (7.5%)
• Training – $750 (15%)
• Management – $750 (15%)

Goals

Improve Imperius Brand Awareness: In today’s heavy usage of social media, increasing our brand’s awareness should be our primary goal for a successful advertising campaign. This can be done by correctly targeting our right audience to increase their chances at seeing our organic posts, then by developing an ambassador system which will represent our brand personas, and then finally by spending on social advertising for the previously mentioned social media platforms.

Building and Growing Influencer/Brand Ambassador Marketing Program: By using professional athletes and fitness models as influencers and brand ambassadors, we will more organically be able to spread our brand across social media. For as long as advertising has been around, consumers have been drawn to products and services sponsored by personas they admire or look up to.

Research and Development on the Competition: It will be important to stay in front of competition business in what is already a very competitive industry/market. We can do so by keeping tabs on what channels our competitors are using and how successful they are in using them. By seeing what they excel at, we can make adjustments and/or fill in gaps of areas needing improvement.