2016 FIT36® SUMMITdeveloping the Brand Identity and ... BRAND TOUCHPOINTS Current/Potential ... •...

©2016 Fit 36, LLC. All rights reserved. This presentation and the information contained herein are the sole property of Fit 36, LLC. Unauthorized duplication, distribution, or use of this presentation, its contents, and related materials is strictly prohibited.

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2016 FIT36® SUMMIT

8/11/2016

FIT36® SUMMIT AGENDA

WEDNESDAY:

11:45-12:30 Intros, Overview, Lunch

12:30-2:00 Building a Brand – Scott Wendrych

2:00-3:00 New Brand Creative – Agency Zero

3:00-3:15 Break

3:15-5:00 Future of Marketing – Cheryl Cassaly

6:00 Drinks & Dinner at LODO’s Bar & Grill

THURSDAY:

8:00-9:00 The Next Level – Kevin Betts/ Tony Ludwig

9:00-10:30 AOP Discussion/Planning - Scott Wendrych

10:30-11:00 Break

11:00-12:00 Workout at Highlands Ranch FIT36®


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BUILDING A BRAND

WHY ARE WE HERE?

Build community and open dialogue

Define what GREAT looks like!

Define what our roles are in building GREAT

Discuss Big Ideas to build THE BEST FITNESS BRAND IN THE MARKET


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BUILDING A BRAND

WHERE IT ALL STARTED“That served to build functional fitness ability in members while also allowing a large demographic to participate. We felt hour long workouts were excessive and could be made more efficient and effective.”

“We like to explore and challenge ourselves and we like to include those around us in these adventures. You'll see many gyms, Crossfits, OTF's etc… doing lots of happy hours for their members but who really creates lasting bonds with people over generic small talk and a couple drinks? Don't get me wrong we both love good beer, fine tequila and strong whiskey but these aren't the focus of our events with our members. New experiences together with people builds lasting bonds and a culture. We take our members out to get into new things that they might be too hesitant to try on their own. Then we add the booze afterward around the campfire.”

WHAT DOES GREAT LOOK LIKE?

From the members perspective, what does a GREAT experience look like?

In the lobby

In the training room

Outside the studio

FRANCHISORS ROLE

Create

Define business model

Build the brandInfrastructure

Research

FRANCHISORS ROLEInitial Launch – Fun, Challenges, Hard Work and a few Big Ideas

Overview of some of the Big Ideas learned since opening our first locations

Pre opening activities timing

Hiring the right team

Organized process to opening – don’t rush it!

Training the team – Importance of role playing and tryouts

Getting leads scheduled

Friends and family events

Open house

FRANCHISORS ROLE

Big Idea Creation

Can we tighten up our preopening timeframe and achieve better results

A more efficient preopening process, to avoid staff fatigue and lower payroll costs

How do we help franchisees understand right profile of employees

Ensure that roles are clearly defined and that franchisees overhire early ‐ tryouts

How can we ensure that franchise team is prepared for opening

Build/implement a 20 day countdown process to better train the team and allow time for role playing and attrition

Can we create a clear understanding of what GREAT is and ensure consistent experience

Define what GREAT looks like, train, role play, retrain, role play, Secret Shopper program=feedback

FRANCHISORS ROLEBig Idea Creation

Is there a better technology to use within the studio for HR monitoring and guest experience

Research/test FitMetrix and build rollout plan for studios

Can we create a more efficient way for clients to schedule that builds brand equity and addtl capability

Branded FIT36 APP that allows for national access scheduling and integration with MB

Should we develop a Loyalty Program to enhance the memberexperience

Research options that reward members for frequency, referrals etc

How can we better communicate with members etc and automate the process to ease use for studios

Onboard EMMA to make process more efficient, ensure branding and use a best in class tool

Need to bring the brand to life by developing the Brand Identity and then diffuse it throughout

Work with Agency Zero to develop and rollout our new messaging and materials

FRANCHISORS ROLE = CREATE

MemberExperience

FitMetrix

Gamify Experience

Auto Check in

Enhanced Interface

Loyalty Program

Reward Members

Drive Frequency

Gain Referrals

EMMA

Enhanced Comm

Retention tool

Auto email campaigns

Branded APP

Ease of use for Member

Presales

Operational Enhancement

Build the team

Open strong

BDP’s

FRANCHISEES ROLE = EXECUTE

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Grow FIT36®

Run GREAT Studios

Build GREAT Teams


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FIT36® NEW BRAND

:15 Break


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FUTURE OF MARKETING


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BRAND MANIFESTATION

BRAND TOUCHPOINT ALIGNMENT

• Goal: each touchpoint reinforces and fulfills brand promise

• Design a holistic brand experience

• Reflects member needs and brand positioning

• Align the organization to consistently deliver the optimal experience

• All touchpoints are not created equal.

• Identify the people, processes, and tools that drive each key touchpoint and ultimately brand experience

BRAND TOUCHPOINTS

Current/Potential Member

MINDBODY

FIT36®App

Website

FitMetrix

EmailEarned Media

Internal Studio

External Studio

Loyalty

MINDBODY FIT36® APP WEBSITE

• AutoPay (Purchase, Failure, Expire)• Contract Unsuspended• Gift Card Delivery Email• Contact Log Follow-up

Notification (Employee)• Listen 360 inclusion

• Scheduling/Cancellation• Easy National Access• In app messaging

• Branding Education• Brand/Studio Level

• Promotion• Blog

• Location Specific pages

FITMETRIX EMAIL EARNED MEDIA

• Class Functionality: Booking, Cancel, Performance Post Class, Member Dashboard, Points

• Emails Associated with Booking, Cancel, Purchasing Packages/Memberships,Reservation Reminders, Member Schedules (Manually), Waitlist notifications, Teacher Sub emails

• Screen saver (Warm-Up video or promotional)

• In Studio Class Performance (Heartrate, performance, post class review, point totals, etc)

• Potential Listen 360 inclusion

• Brand Level Promotional• Studio Level Communications• Individual Acknowledgement:

Birthday, Anniversary, Visit Acknowledgement, etc.

• Lead Conversion Communications• Trial Conversion Communications• Retention Communications• Recovery Survey &

Communications• Listen 360 inclusion

• Brand Level Managed• Facebook, Google+,

Twitter, Instagram, Pinterest, YouTube, Vimeo, Listen360

• Public Relations• Brand Reinforcement• Brand Level Promotional

• Studio Managed• Location specific content

Facebook, Google+, Yelp, and Listen360

• Brand Reinforcement• Promotional

• Listing only (i.e.. FourSquare)• Listen 360 Inbound

INTERNAL STUDIO EXTERNAL STUDIO LOYALTY

• Branding• Branded Graphics• General Brand Materials• Brand Video

• Promotional• Community• Team

• Branding, Multi-studio & location• Traditional & Digital Media • Street Teaming• Events• Promotional• Experiential• Community

• Behavior Influencing Promotions:• Performance• Frequency• Special Events

• Reward Distribution

BRAND TOUCHPOINT ALIGNMENT

2016 MARKETING• 2016 Calendar

2016 MARKETING CALENDAR

Week of: 4 11 18 25 1 8 15 22 29 5 12 19 26 3 10 17 24 31 7 14 21 28 30 5 12 19 26

Seasonal Strategy

Acquisition Element

Studio Promotion (Retention)

Train Hard. Live Exceptionally

Summer Fitness Challenge

Free Week

Post 3 times a month and get a Free Week:‐ Flex Fridays: post a flex pic and tag FIT36 ‐ Motivation Monday: post a motivational quote and tag FIT36

Nutrtion Fitness Challenge: Maintain your fitness through the holiday eating/drinking

DecemberJuly August September October November

T3T2

Season of Change Winter Holidays

Free Week Give the gift of fitness ‐ discounted class packsGive the Gift of FitnessGive the Gift of Fitness


Month:

Week of: 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 3 10 17 24

Seasonal Strategy

Acquisition Campaign

Studio Promotion (Retention)

Jump start your summer Summer Science (MRT focus) Fall, Family & Fitness Holiday

Runners Training Series Train for your Sport Free WeekMovember (Charity)

Holiday Charity


January February March April May

Couples Rate ‐ Valentines Fitness Ring Promotion

DecemberJune July August September October November

T1 T2 T3

Get Your Goal

Spring Jump Start Challenge36 x 36 Fitness Challenge / Refer‐a‐Friend Program Holiday ChallengeRefer a Friend PromoSummer Mix‐up Performance Series/ Fitness Challenge

BRAND TOUCHPOINTS


MINDBODY

FIT36®App

Website

FitMetrix

EmailEarned Media

Internal Studio

External Studio

Loyalty

• Brand Level Promotion • Increase in universal templates & assets• Drag & Drop Editor• Audience Segmentation interfaces with MINDBODY• Advanced Automation drives the right email at the

right time• Dynamic Content delivers unique content based

upon segmentation• Performance Insights to optimize email

communications• Standard metrics: open, click thru• Advanced metrics: opens by device, by member, click

maps, quality score

BRAND TOUCHPOINTS


MINDBODY

FIT36®App

Website

FitMetrix

EmailEarned Media

Internal Studio

External Studio

Loyalty

LOYALTY DEVELOPMENT

• Increases value proposition for members• Design to influence and reward desired behaviors:

• Performance• Frequency• Referral

• Align with core brand positioning• Target “Bronze” member to increase revenue and reduce

attrition

Mass Mktg

CentralizedMarketing

Local Studio Marketing

Operational Excellence

BRAND MANIFESTATION EVOLUTION

CENTRALIZED MANAGED MARKETING

• Leverage system to align brand experience and provide consistency messaging across all touchpoints.

• Effectively and efficiently drive awareness, leads and trials.

• Leverage cost and resource savings • Focus on ops excellence, retention and community

involvement.• Multiple market with single locations require a unique

approach that will evolve as we grow.• Phases driven both by technology and critical mass

within markets.

Phase 1: Sep./Oct. – Expand Digital Managed Marketing to all open and SNO units

Phase 2: Oct. – Dec.– New Studio Open marketing to drive a focus on pre‐sales – Traditional, Digital & PR

Phase 2: Oct. – Jan. – Launch EMMA to allow for branded system emails and the

addition of lead/trial email automation– Instore promotional/LSM Kits integrated with annual promotional

calendar – Brand Level PR (Traditional/Brand Journalism)– Brand Level Events (in markets with critical mass)– Traditional

• Over 10‐15 units/initially limited to combined spend• Aligns with integrated annual promotional calendar

MANAGED MARKETING

Questions

FIT36® SUMMIT AGENDA

WEDNESDAY:

6:00 Drinks & Dinner at LODO’s Bar & Grill

THURSDAY:

8:00-9:00 The Next Level – Kevin Betts/ Tony Ludwig

9:00-10:30 AOP Discussion/Planning - Scott Wendrych

10:30-11:00 Break

11:00-12:00 Workout at Highlands Ranch FIT36®

LoDo’s Bar & Grill8545 S Quebec St, Highlands Ranch, CO 80130

We look forward to seeing you for dinner and drinks. Please join us at:

Thank you.

2016 FIT36® SUMMITdeveloping the Brand Identity and ... BRAND TOUCHPOINTS Current/Potential ... •...

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Transcript of 2016 FIT36® SUMMITdeveloping the Brand Identity and ... BRAND TOUCHPOINTS Current/Potential ... •...