When it comes to advertising, there are many factors which are necessary to take into account in order to have a successful ad campaign.
Channels
One important factor is the channels in which advertising is broadcasted. For BestShape, the best channels where our advertisements will be primarily focused include: Google, Facebook, Instagram, and PPC. The reasoning these will be our focus is because these platforms will be extremely beneficial in reaching our desired demographic.
Targeting
As our gym has a decently high membership cost due to its outstanding services, our target audience is working professionals of any gender, more specifically those who are aged 24+. The gyms location is in large cities thus meaning that the location of the target audience will also be in those cities: New York, Los Angeles, Boston, Atlanta, and Chicago. Obviously, as a gym we are hoping to target individuals who are pursuing health and fitness.
Keywords
In order to properly reach our audience, there are pay-per-click campaigns that can essentially pinpoint our targets with using keywords. Some keywords that BestShape will utilize include: workout plan, gym near me, fitness center, exercise, diet plan, and weight loss. The reasoning behind these are simple. “Workout plan” is perfect because people who search this would be pleased to find the services of BestShape because we create personalized workout plans. As for “gym near me” this would be relevant in cities where we are located, busy metropolises with many people searching for gyms to join. “Fitness center” holds relevance because BestShape is a fitness center, so this would rightfully target the right demographics. “Exercise” and “diet plan” both are some of our services so people searching this would likely be curious about BestShape. Finally, “weight loss” is one of the major things that BestShape’s philosophy stands on, people who are searching for weight loss can benefit from our services and therefore we would like to target those interests.
Ad Concept Ideas
As for advertisements, they will be eye catching, simple, and minimalistic, just like our brand’s image.
For example, for google Adwords:
Time to be in Your BestShape
because you deserve it
with fitness plans fit to you
BestShape is more than just a gym membership; we help you form healthy habits
Consult our trained psychologists and personal trainers to find a workout plan for you
join today
An instagram advertisement would consist of an image from inside of one of our facilities with text over the image reading things like “tired of crash diets?” or “Get out of your head and into your BestShape” followed by a caption describing our services: “BestShape knows that you deserve to be in your best shape and we want to help. Join one of our gyms today and let us help you achieve your fitness goals by working with our trained psychologists and personal trainers to curate a workout and diet plan as unique as you are.” the post would have the little link attachment where it takes you directly to our website; more specifically, the page that lists our different locations.
Facebook ads would be similar to instagram ads for the most part, an aesthetic picture with an overlay of words. Something like “Because your best shape is happy” or “Not your average gym membership” followed by a caption almost identical to the Instagram ones that encourage joining the gym, or at least visiting the website to inquire more regarding our services.
Budget
For budget, our priority is social media. This means influencers, instagram ads, facebook ads, and some of our budget will then have to go to management regarding social media posting and necessary software and content creation costs.
As far as influencers go, we’d prioritize niche influencers, this who focus on mental and physical health. Because BestShape takes a psychological approach to a healthy lifestyle, it could be beneficial to utilize influencers who have been open about their past struggles with eating disorders or weight issues and body dysmorphia. This is useful because they have reached an audience that has that shared bond with them, and all these individuals could benefit from our gym. This means we’d offer the influencer a trial membership and then ask that they post an instagram post and story about their experience.
Our general paid social media posts will primarily be Instagram, Facebook, and YouTube ads. These all will target our audience and help with increasing overall brand awareness.
Goals
Three goals that we hope to achieve from this advertising are: an overall increase in brand awareness, an increase in website clicks, and ultimately an increase in enrollment in gym memberships.
BestShape Digital Strategy 