Author: alegonzalez9

Hello!

Boot camp conditioning classes are still currently available for those willing to get in shape for the summer months! Until the end of this month we are also waiving our enrollment fee. You can either sign up for our base monthly fee of $39.99 and upgraded full services fee of $59.99! No more need to wait on achieving your goals, come get after it now at Imperius!

Hey there,

We noticed that you are interested in what we have to offer. Attached to this e-mail are some of our hottest products being ordered daily and earning raving reviews! Our supplements are top of the line to incorporate with everyday in your life and your diet. Feeling sore and broken down after a tough workout? Check out our recovery products ranging from muscle guns to CBD lotions that alleviate pain. Use this exclusive Promo Code 1MP2020 to save money on awesome discounts!

Good day,

We hope you enjoyed your free week trial! Because of our love of fitness and a healthy lifestyle we want to offer you some FREE equipment to workout with at home during this quarantine season. To get these gifts, simply fill out the survey below so we can improve our facilities and services for your imminent return when this is all over. Now stay healthy!

Second Content Offer:

Taking a time like this, quarantine season. I think a great content to offer would be sending at home workout equipment for filling out a survey. This equipment would be resistance bands, jump ropes, ab wheels, pull up bars, etc. Showing our customers that we truly care about their health even at a time where they cannot use our direct services, will encourage them to stay committed to our brand.

Attract and Convert Stage

Target Audience: Our target audience will be people aiming to better their overall health and maximize athletic performance. Male, female, young, or old anyone willing to put in the work will fit in greatly working with our company. We will find them on social media platforms and targeting our ads on health, fitness, and wellness websites. Messages asking if people want to look and feel better will prompt them to click on our advertisements and proceed.

Keywords:

• Fitness
• Performance
• Nutrition
• Recovery
• Training
• Diet
• Health
• Wellness
• Lifestyle
• Sports

Types of Content:

Blogs: These posts will serve as our first and foremost important type of content.

YouTube Videos: These videos posted will be of various kinds. This will include, but not be limited to, interviews with employees and customers, workout videos, cooking videos, tours of facilities, and more!

Case Studies/Articles/Journals: These will all be posted to our website and social media platforms (Facebook and Twitter). The links will contain anything from new workout regimens to try, diets guidelines and anything else that will help increase performance in our athletes.

Blog Topic Ideas

Healthy Lifestyle for Working Professionals: Many people lament at the idea of having to wake up early before work and exercise or do so after a long day of work. Many times, it is better to grab a quick bite of eat from fast food joints instead of cooking a healthy meal. In essence, there is a trend of many people who get out of shape when they take on a sedentary lifestyle of working. This particular blog could help by offering quick and easy to fit workout routines, along with meal-prep ideas that save time and money!

Staying Fit on a Budget: Many times, people use the stress of finances in order of not being able to afford gym memberships or buy healthy, organic foods to eat better. While at times this can be a valid reason, this blog post will serve as a way to ease those concerns altogether. The information contained may vary to anything from at-home workouts, outside cardiovascular activities, and cheaper grocery lists and meal planning for a healthier lifestyle.

How to…: This category of blog post can be more variable if anything. The “how to” term tends to be very often searched on the internet. Therefore, posting blogs teaching others “how to” certain things can be extremely resourceful. This can be anything from how to achieve a certain weight goal, or how to do a certain exercise, or how to make a certain meal (i.e. recipes).

Content Offer Idea: the most effective content offer idea will be a trial on an eBook download. The eBooks will contain different workout regimens and diet plans according to ones weight or performance goals. The trial period offered will be 30 days, and I am so confident in the material inside that those trying it will be hooked on our service. CTA: “Do you want to be the best version of yourself? Click here now to accomplish that!”

Using Social Network:

Facebook: The main purpose of Facebook will be to help customers connect with our brand and one another. We will do so by constantly posting updates. Sharing content to our feed with everyone following our page will allow them to stay updated on our brand.

Twitter: This social media will only be used for smaller/shorter announcements, updates, and content. The posts will also contain relevant links to resources about our company. Users will follow us, and we will follow back ambassadors and proudly recognized customers that represent and sponsor our brand.

Instagram: This social networking app will be used to share visual content, some of our most powerful images. It will be pretty similar to Facebook and Twitter just with pictures, slideshows, and short videos as the main content to the feed.

YouTube: Using advertising on our videos we will use cost per impression rates to make money off of viewers. A great amount of focus will go into these videos after creating a channel and uploading the content. Sharing videos, emphasizing subscriptions, and responding constructively to comments will all help in running the business through YouTube.

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.

Background: Our social media presence is starting at zero with no accounts or followers to share our content with. Leaving us with nothing but unlimited potential to grow tremendously in this digital age of information!

Objectives:

Primary Objective: Reach following on Instagram to a 25k followers by the end of a six month period.

Secondary Objectives: Get our Facebook page liked by 10k people within three months. Get at least 100 subscribers each week on YouTube account.

KPIs:

• Instagram: numbers of followers, number of likes
• Facebook: number of people liking our page
• YouTube: number of subscribers, likes of videos

Platforms

• Instagram – this is the best platform to engage with potential customers, and grow a brand through visual aesthetics. Past just posting pictures, the platform can also be used to share links, stories, and other things in the caption section under posts.
• Facebook – this platform will allow us to reach our exact audience. Facebook is the longest-standing social media platform among all the main stream ones so it has people of all ages and demographics. Creating a page and a group would build an online community for people to interact with us and others passionate about our brand.
• YouTube – using this platform will allow us to put together, launch, and share video marketing campaigns. It will help us reach a wide audience and increase engagement with our brand.

Platform Strategies

• Instagram – we will have posts on our athletes with stories about why they came to Imperius and chose to stay with us. We will post updates on new training programs being held and class schedules to join a group workout. Also occasional short clips will be posted that can show the facility, athletes working out, or renovations completed by the facility. We plan to post content at least 2-4 times a week. Story content could be posted freely throughout the day. We will go about gaining followers by having our brand ambassadors shout us out on their respective platforms. Also, we will use interactive posts and stories to reply back to our follower’s answers so they can repost to their profiles. Instagram stories will be interactive at times with either Q&A sessions, slider rankings, polls and trivia. The tone of the posts will be competitive, motivating, and empowering. We will engage and respond to our audience by replying to a select few comments, replying to direct messages, and reposting our audience’s own posts and stories.
• Facebook – we will post mostly the same things we do for Instagram, such as, stories about our athletes, and also links to articles for workouts and recipes. We will try to be posting daily whenever we have new content to post, and this could be multiple times in a day if our content is multiple forms. We will attract followers by asking members of our online community to invite their friends to like our page. We will use all of Facebook’s features to allow people to shop online for apparel and supplements, share posts to our feed, posting photos and videos, engaging with our online community through groups, allow people to leave reviews and also post about special events at different locations! Our posts will be friendly, informative, and resource-driven to deliver the most accurate content as possible. We will engage with our audience by replying back in comments and inviting people to like new campaigns and initiatives we post to the page.
• YouTube – our videos will be of many different categories including about the company, workout videos, healthy recipes, stories about our clients, interviews with our employees, and more! We will post videos at least once a week to our YouTube account. We will attract customers by posting links to our videos on Instagram and Facebook, also by asking customers and our athletes to like, share, and subscribe to our videos. I will only use the platform to post videos, as most of the efforts behind YouTube will be actually making the videos/content. The tone of our videos will be exciting, hardcore, and immersive as they will really show an insight to what our company and brand is about.

Micro-content

• Instagram: one idea for posts will be stories of our athletes. Mainly why they came to us, what they’ve enjoyed about Imperius, and why they have chosen to stay apart of our family. The posts can be pictures of them smiling or working out, with the caption being an edited transcript of everything they had to say.
• Facebook: an idea for micro-content would be daily posts with an article. These articles could be anything from new workout regimens, diet plans, recovery methods, and so on.
• YouTube: I think a very positive piece of micro-content would be a “Meet Imperius” type of videos where we get to interview different employees, trainers, and staff. They could talk about their path to Imperius, why they enjoy their job, and what they are hoping to bring to our customers.

The following case studies gave our marketing efforts some input on how best to make consumers aware of our brand. Each video had their own distinct lessons to take advice from. Here is the following analysis of each video:

Coca-Cola:

For their 100th birthday celebration, Coco-Cola created a campaign that aimed to spread happiness and celebrate their brand. Coca-Cola’s digital campaign taught us how to focus on the positive aspects of an element, in this case social media. In many cases, as explained in the video, social media can be a place of negativity and angry emotions. However, by using the science of happiness, Coca-Cola was able to reciprocate kind feeling towards their brand by complementing others for their kindness on the social media platform. The interaction between brand and customers was warmly received by both parties. Implementing a similar way of interacting with our followers on social media would warrant similar increase in brand awareness. In a best case scenario, I think sharing #TrainedToGo with followers would be a great way to start brand awareness. Followers and consumers could post their workout videos or post-workout photos with the #TrainedToGo in a caption. Our brand could respond back or comment on these posts to show we truly care about the athletic success of our clients.

Google Marketing Platform – adidas:

The adidas case study was crucial in showing the effectiveness of Google’s Marketing Platform. This platform uses audience insights to help the marketing team work better with retail and e-commerce, as well as learn how customers are reacting to their campaigns. In essence, using this technology helps best align products’ timing with the consumers needs. I think using Google’s Marketing Platform or a similar database would be highly beneficial for our marketing team to make data-driven decisions when launching new campaigns. Knowing when people are trying to get in their best shape or are getting ready for some sport-related competition would be a prime time in targeting them for our services.

Small But Mighty – Kia Picanto:

The ‘Small But Mighty’ digital campaign was interesting in the fact that it was a fully immersive experience for consumers to take part in. However, I took a different lesson from the otherwise successful campaign. I personally did not like the campaign, most likely due to my general dislike towards cats. While may people may think otherwise, I am sure I share the same train of thought as others who coincidentally did not like the campaign, and also don’t like cats. Therefore, I think it is important for our brand to be cautious of what content we post on our social platforms. What some may find appealing and likable, others may not be as high on the content due to preconceived feelings.

5 Social Media Campaign Examples

Despite never hearing of any of the campaign examples, they seemed very successful and struck an influential cord with me. The most empowering message may have been the one behind ‘Know Your Lemons’. By using light-hearted vocabulary, people were able to strike up conversation over a dark, and sometimes hard to talk about subject. Many times there is some shame or humiliation around getting in shape or losing weight if one is overweight. Taking an approach with some lightheartedness, humor, and welcoming message could help convince those who may not even be athletes from the start to join the Imperius family.

Background: Our digital strategy is aimed at completing our objectives as effectively as possible. We are strategically managing our platform to guide and interact with our target audience. Our audience of aspiring elite athletes is important to us and we want to share our Big Idea that “Tough times don’t last, tough people do”. With this message we are going to challenge and empower our athletes to persevere, work hard, and overcome hurdles on the path to their goals.We will reach these athletes through various channels such as social media, email, and our website; all filled with pillar content that is resource-driven. Our brand is passionate and driven for success, and that is how we will attack our digital strategy.

Objectives:

• Increasing membership accounts by 50% by the end of the fiscal year. Key Performance Indicators: Number of membership accounts, total revenue from products and services, number of referrals from current members.
• Increase following on main social media platform (Instagram) to 1 million followers. Key Performance Indicators: Number of followers on Instagram account, engagement of followers and site visitors on the site, number of total site visits to main platform.
• Increase email subscriptions by 25% by the end of a six month period. Key Performance Indicators: Number of email subscribers

Targeting and Platforms:

Persona #1: Chris Ripley, 28, Outside linebacker in the NFL, who is a former MVP and 6x Pro Bowler. Chris understands how important his body is, given that it is practically his business. He pays much attention to this workout regimen, nutrition, and recovery to make sure he is operating at 100%. Chris will act as one of our leading brand ambassadors as he is an influential figure on Instagram and Twitter.

Persona #2: Kelsey Washington, 23, Shooting guard who is an up and coming player in the WNBA after winning Rookie of the Year last season. With the WNBA gaining popularity, Kelsey is determined to be a face for the league and must continue to improve every year. She loves the game of basketball and wants to break down barriers for girls who would like to play professionally as well. Kelsey is also very active on social media as well as hosting her own YouTube channel where she can play ambassador for our brand.

Paid Advertising: Given a budget of $5,000,000, we will allocate $5,000 (10%) to paid advertising. This will come in the form of ads on social media, on websites potential customers search, and on online streaming services for the most part.

Search Engine Optimization: Our marketing team has done extensive research to find out the keywords that will work best and show up most of the time for searches. This will be related to training, nutrition, sports, etc. Additionally, we will include keywords with high commercial intent like “deal” and “discount”.

Email Marketing: Emails will be sent to both prospective customers and current customers, with deals and discounts being included with our members’ newsletters. Although not everyone will be on every social media, email allows for our brand to be in contact with a wide as possible demographic of target customers.

Website: Our website will serve as a location accessible at all times and from anywhere. It will feel like a place customers can go to for information, and useful guidance and content.

Pillar Content:

#1: Daily Instagram Post: Our instagram will have a daily routine of posting content to our profile every morning. While this will not be the only type of post, it will serve as an integral one. The post will either contain motivational quotes or motivational story attached with a photo. Another idea would be having a workout of the day, meal plan for the day, or basic training guidance to give followers a goal for their day. These posts will show passionate our brand is about sharing a healthy lifestyle with our audience

#2: YouTube Series:There will be weekly episodes of one of our brand ambassadors/athletes. This video will contain background, clips of training, interviews and much other content that relates to their interaction with our gym. The purpose of these videos will be to give people insight on our personas and how they have felt empowered through our brand. With the “Tough Times Don’t Last, Tough People Do” theme, our athletes will exemplify that by making the audience aware of challenges they had to overcome for success.

#3: Weekly Podcast: This will be a weekly podcast emailed out and posted to the website as well. Links will also be posted and available on our social media platforms. The podcast will invite professionals in the field of training, health, and sports to interview and discuss with our media staff. Topics will cover everything our customers will have interest in whether it be new training methods, diet trends, sports news, and other great stuff! We will pride ourselves and sharp and data-driven research to deliver resources that will drive success.

https://docs.google.com/presentation/d/1tScDPOsYC4pXRgl52sPHNq8mbQlaASfGDJMTaHSQ8Yk/edit?usp=sharing

“Work harder”

— Imperius.

Imperius

Our company is committed to serving our athletes and getting them the help they need to be their best. We specialize in strength and conditioning, nutrition advice, specific sports training, recovery methods, and more. Our staff is equipped with trainers that can tailor workout and diet programs to any athlete. Each client will receive an experience that is completely original and personalized to themselves.

Why?

We believe that every human is entitled to the right to work hard and achieve what may seem out of reach to others

Chris Ripley

Chris is a 28-year-old outside linebacker in the NFL, who is former MVP and 6x Pro Bowler. Chris understands how important his body is, given that it is practically his business. He pays much attention to this workout regimen, nutrition, and recovery to make sure he is operating at 100%. After trying many different trainers and performance coaches, he still has not found the right fit with a company that can provide a full range of services.

Kelsey Washington

Kelsey is a 23-year-old up and coming player in the WNBA after winning Rookie of the Year last season. With the WNBA gaining popularity, Kelsey is determined to be a face for the league and must continue to improve every year. She loves the game of basketball and wants to break down barriers for girls who would like to play professionally as well.

Brand Voice: Imperius mission is driven by passionate individuals, both staff and clients. We work at a level of optimism to break traditional barriers. We also focus on motivating people to be the best they possibly can be.

Brand Look: Imperius has a driven, versatile, and sharp look to their brand. Our programs are designed to build for optimum performance. The following images will give you an idea:

an idea:

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Gold’s Gym strengths lie in their diversified brand that can target and market to many customers, they take a strong discipline to their product and services offered, and they are constantly doing research and development to ensure a growing product.However, there is always a risk to liability and lawsuit issues. There is opportunity in the growing health and fitness industry, growing demand of weight management products and services, and people willing to pay more for their services. They are threatened by trends and habits changing what consumers may want, counterfeit goods gaining popularity, and the fact their market is highly competitive.

Life Time Fitness is a company that offers a wide range of products and services, and they are very good at seeing potential sites for business and then developing their fitness centers by performing good research prior to the process. However, they have only heavily concentrated areas of business. Essentially, some regions and places have no facility in range. Their opportunities lie in several expansion initiatives, an online retail market for their products, and a positive outlook for the weight management market. They are threatened by various laws and regulations that are strict for the company to work around, and as mentioned before, there is intense competition in the health and fitness industry.

https://docs.google.com/presentation/d/1yMPVW82trNX_c45iDDS9YbSVYVQlxQnYh1R1tqt4bnQ/edit?usp=sharing