Video Pitch:
Who We Are
BestShape is something new, it’s a gym that wants people to be healthy, both physically and mentally. We offer licensed psychologists and personal trainers to each member of our gym. These trainers and psychologists create workout and diet plans unique to our members because there is no set path to healthy. We want our members to have healthy bodies and healthy minds, and that means healthy relationships with food and healthy relationships with their body.
Our Big Idea
BestShape is created on the concept that healthy isn’t a body type, healthy is when your body and mind are functioning at optimal levels. We work to make that easier by pairing individuals with personal trainers and psychologists who can collaborate and curate fitness plans fit to individuals. 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 plan that will make you reach your goals. Our philosophy is that your best shape is healthy, and we are going to help you achieve that.
Who We Help
Our target audience is you, a working professional who is health conscious. Those who are tired of failed attempts at reaching their fitness goals. We target the individuals who are ready to invest in themselves and create a positive change in their life. To pull them in to read our blogs, we hope to clearly iterate the fact that our approach to fitness works because we work from the inside out. The mind can be a huge barrier, and mental health is majorly reflected into our physical health, we hope to be able to communicate that our gym helps to break that barrier. We want to pull them in by emphasizing our difference, and how we are making a difference.
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. For specifics: working professionals of all genders aged 24+.
Our Goals and Key Performance Indicators
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. As for some KPIs for our primary goal, 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.
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. KPIs for this content again focuses around analyzing 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.
Our Social Media Strategy
Our main social media sources will be Instagram, Facebook, and YouTube. Across all platforms we hope to increase engagement and help create a sense of community and brand loyalty by really making our audience feel heard and acknowledged. For Instagram, we plan to use stories and feed posts that make working out appear fun. For Facebook, we are prioritizing posts that contain information and encourage clicks to our blog or website that encourage membership. YouTube will be used to offer tips and tricks, recipe ideas, and quick at-home workouts or stretches for when you can’t make it to the gym.
Our Paid Ad Strategy
For BestShape, the best channels where our advertisements will be primarily focused include: Google, Facebook, Instagram, and PPC.
Our advertisements will be just as minimalistic and uncomplicated as our gym is.
Our Inbound Marketing Strategy
For our inbound marketing, it is important that we include relevant keywords like: workout plan, gym near me, fitness center, exercise, diet plan, weight loss, healthy meals, best diet, and muscle gains. These keywords will be useful because they will help reach the people who are searching for our services and would find great benefits from BestShape.
We hope to offer content that can create a bond between us and our audience. The more connected to our brand they feel, the m0re likely it is that they will continue to attend our gym. The content we will produce will be instagram posts with inspiring aesthetics, youtube videos with helpful tips, and many different stories on instagram that showcase all of the facilities in our gym. The posts will pose questions in captions that will encourage engagement from our audience. We will also have polls on our Instagram stories in hopes of making sure our audience feels heard and appreciated
Some Sample Content
Example Blog Post: Why Your Diet Isn’t Working
Essentially, the issue with diet culture is that it creates a fixation on weight and the number on the scale, which isn’t actually reflective of health. This culture makes for a really toxic mindset and has a negative impact on mental health. This is the culture that leads to the obsession with calorie-counting that not only fuels the formation of eating disorders, but also isn’t sustainable and only leads to short term results. These typically are referred to as yo-yo diets because they essentially starve your body and lead to binges and weight gain after.
Example Email: Let’s Fit a Fitness Plan to You
Life is busy and we know you don’t have time to try fad diets and intensive workouts that leave you exhausted. We’re here to help, we want to get to know you and tailor a workout and meal plan to you so that it works.
Start your fitness journey now by booking a session today [link to appointments/sessions]
Another content offer: A Downloadable PDF
We plan to offer a downloadable pdf booklet that simply explains our gyms philosophy, facilities, and explains what the sessions would consist of as well as offering different plans and pricing options.
This would be the opening of the pdf:
You Deserve to be in Your BestShape
BestShape wants to make sure that our members are in their best shape physically and mentally; this means we want them to have a healthy relationship with food and their body. So whether you have been on a health journey for years, are stuck at a plateau, or do not even know where to begin: choose BestShape because we are invested in you, and we want you to reach all of your goals.
Budget Breakdown
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.
In Short,
BestShape wants its members to be in their best shape, and your best shape is healthy.
We don’t believe in toxic diet culture or short lived results, we want to create sustainable fitness plans with lasting results. We create workout plans that actually work because it prioritizes your health instead of numbers on a scale. BestShape is ready to invest in you, are you ready to invest in yourself?
References
HubSpot. (n.d.). Creating an Inbound Strategy.
Si, Sajid. “Social Media and Its Role in Marketing.” Business and Economics Journal, vol. 07, no. 01, 2015, doi:10.4172/2151-6219.1000203.
BestShape Digital Strategy 