Our background
BestShape is a new business, so we do not have a prevalent presence on any platform, but that will change.
Objectives
In order to give BestShape its best chance at success, it is imperative that we have a clear and concise strategy, which starts with strong goals.
Our primary goal is to overall increase brand exposure and message salience by 30% from now until the end of Summer 2021. In order to excel at this, we plan to be extremely active on social media across all platforms.
Two secondary objectives we have include posting a minimum of one post a day on each social network in order to increase overall social media following, which can translate into gym membership. This leads into our other secondary goal of gaining members to the physical gyms in order to actually profit, this can be worked towards by sending out weekly emails with updates regarding the gym and its amenities and any promotions that may be occurring.
Key Performance Indicators
Obviously in order to know whether or not we are on track to achieving our goals, we will need to implement some sort of measurements to analyze growth.
To measure our primary goal of overall brand exposure, we can utilize social media business account tools that provide analytics of overall followers, engagement rates, and audience demographics. By taking into account all of these different measure, we can see whether or not our content is successfully reaching our ideal target audience. Many different social media platforms also measure the overall amount of times content or profiles were viewed, and which content receives the most exposure. These analytics can also help us decide which content to focus on as we can see what the audience responds best to.
As for the secondary goals, these can be measured in almost the same way. We can post the content and then analyze overall engagement for each individual post which can help us decide which direction to focus in as far as social media is concerned. As for membership enrollment, this can be measured by website traffic and sign ups, we can even go in and further analyze the ratio of how much web viewers we have to the number of member enrollments we receive. Overall, our KPIs all revolve around data analyses which can be extremely useful for future planning.
Big Idea
The major idea that BestShape is trying to convey is that we work with you to take the “work” out of workout by fitting a fitness plan to you and your lifestyle. We understand that sometimes the hardest part of a fitness journey is getting started, it can be overwhelming and lead to giving up before truly giving it a shot. Our professionals analyze you and work with your schedule to help you implement fitness and diet changes that won’t leave you feeling stressed and overworked. Our psychologists will help to minimize mental blocks and doubts during your fitness journey, and our personal trainers will create an individualized workout plant that will make you reach your goals. Again, our philosophy is that your best shape is healthy, and we are going to help you achieve that.
Targeting and Platforms
Our target audience is working professionals. It is so easy to become overwhelmed and consumed in your job, that sometimes you end up neglecting your health, and in turn, yourself. So we cater to those with hectic schedules, those who don’t have spare time to waste on fad, crash diets or the exercise plans that lead to overexertion and exhaustion.
Social media will plat a vital role in our efforts. We will be continuously firing out tweets, insta posts, fun and inspiring pinterest boards and facebook posts. We will be offering fun and useful videos on YouTube as well. Our trainers will also all have social media accounts to connect on. A majority of our advertising will be over social media, and we hope to utilize popular influencers to try out our gyms and share their experiences to their audiences. Ideally, we would be able to utilize social media influencers who have been very vocal about their own struggles with body image and their relationship with food, as that is exactly what BestShape is focusing on removing from health journeys.
For paid advertising, we would like to pay to be featured in magazines our target audience consumes, as well as a small 30 second commercial on national television, we also will utilize social media influencers by offering them extremely discounted rates to join the gym as well as offering them free merchandise — BestShape would also plan to have some merchandise available for purchase like reusable metal water bottles and canvas bags with our logo in order to help increase brand exposure.
As far as search engines, our company is for those who frequently search new diets or workouts, weightless solutions, or other high-end gyms.
We also release weekly emails to those subscribed which will contain information about any promotions, or potential referral discounts, as well as any new amenities, events, or training sessions that may be happening. Our website also contains much information including direct links to all of our socials which we encourage our members and potential members to connect with us on.
Pillar Content
BetterShape plans to release some content that caters to our overarching themes. One would be a YouTube mini-series titled “It’s Time for You to Get in Your BestShape” that would have videos describing our philosophies, the gym, its amenities, and why we’re different.
We would also have blog posts paired with videos and interviews for the overall headline of “A Healthy Lifestyle Starts with a Healthy Relationship with Food and Your Body.” This content would address the toxicity diet culture created, and how in todays world where people broadcast themselves 24/7 on social media, eating disorders, body dysmorphia, and overall unhealthy relationships with food and negative self-talk have become normative. This feed would circle back to how BestShape is fighting against that because “healthy” doesn’t have one look.
Finally there would be podcast episodes titled “Too Busy for That” where we cover the common excuse that people don’t have enough time to commit to being healthy. This leads to people opting for convenience over nourishment and the overall fast-food dilemma. BestShape takes a lot of the though out of it for you by curating a unique diet and fitness plan for your busy lifestyle. These podcast episodes would delve deeper into these topics and explain how we can help.
BestShape Digital Strategy 