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Executive Summary

Industry Overview

The Canadian Fitness and Health Center market is constantly growing. Today people are more

concerned about how they look and how they feel than ever before. That being said this

directly affects places such as the YMCA that offer a fitness center that people may attend

regularly, receive help if needed and feel better at the end of the day.

Company Background

The “Young Men’s Christian Association” (Commonly known as the YMCA or the Y) is a

worldwide organization founded on June sixth 1844, and now has over 58 million beneficiaries

from 125 national associations. The YMCA was founded in London and strives to put Christian

principles into practice by developing a healthy “Body, Mind, and Spirit”. These three angles are

shown on the three sides of the red triangle that is found in the YMCA logo. St Lawrence

College Kingston partnered with the Kingston Family YMCA to offer students a health and

athletic center that is nearby and easily accessible. The facility was built, and then renovated

2010 to bring more space and equipment to students.

Competitive Analysis

West end of Kingston:Progress Fitness, Omega, Premier Fitness, Goodlife Fitness

East end of Kingston: Goodlife Fitness, Queens University, RMC Fitness Center

With so many different gyms in what is considered to be a relatively small town it can become

hard for some people to choose which ones to go to and which to avoid. Each of these gyms

have a unique selling point that they believe gives them the upper hand when it comes to gym

selection. Goodlife Fitness is open 24/7 this can be a huge advantage to those who are

ashamed of their weight and would like to work out without being seen. Queens has all state of

the art equipment and is the only gym with Olympic lifting platforms. Omega is more of a high

class gym that likes to maintain their image. Premier fitness tends to be many people’s main

choice due to their large facility and newer equipment.


S.W.O.T

Strengths: The YMCA (SHAC) has many things going for them, the first being that it is on

campus so the travel distance for their target market is relatively small. The second strength is

that the SHAC offers a wide variety of classes that can all be found at different times of the day.

They have a large variety of equipment ranging from cardio to weight lifting, and even squash.

Weaknesses: The YMCA (SHAC) has a few weaknesses that many gyms also share, the first

being that it is hard to bring in a new customer. People tend to develop a fear of gyms and

create false illusions about the people in them if they don’t start going at young enough age.

The YMCA on campus has very little awareness as to what would be expected from such a large

part of the college. The advertising that is done now is not very noticeable and gets overlooked

constantly.

Opportunities: The YMCA (SHAC) has the opportunity to bring in a whole new clientel. They

have the opportunity to increase awareness and well being throughout the college.

Threats: When competing with many other local fitness centers it becomes hard to set yourself

apart by having different equipment, classes, competitions, and even prizes. Many of the local

fitness centers have more money to spend and can offer more state of the art equipment and

instructors.

Tactics

Social Media:

· Focus on YMCA SHAC Facebook and Twitter page

· Build content and community through pages by having more posts, more interactions,

polls, online event calendar, encouraging people to upload videos and photos

Posters:

· We will be working on a new poster for February for “LOVE SHAC MONTH” that will be

updated with a new eye-catching design. It will also be larger as well as including a call to action


(where to go and when) this will also come with matching designs for Facebook image and

Banner image

· New poster for anytime of the year.

2) Event ideas:

· For “LOVE SHAC MONTH” have a referral system for a regular user to bring a non-user, and

each time they bring someone they get entered in a draw to win a prize.

3) Campaign idea:

· “Biggest Loser” People who want to lose weight can participate, they would get more

individual attention and the gym would potentially have a time set aside where only the people

competing will be there, this way they do not feel intimidated. Whoever looses the most weight

after the amount of time we decide on wins a prize or money.

Brand

Objectives / Goals

Social Media:

· Increase followers, likes and overall activity on YMCA SHAC Facebook and Twitter page.

· Build content and a community through pages by having more posts, more interactions,

polls, online event calendar, encouraging people to upload videos and photos.

Direct Mail:

· Create a Direct mail piece (poster with all necessary information) for the “Biggest Loser”

event that will be delivered throughout residence.

· Increase awareness of the YMCA.

· Increase awareness of upcoming events.

Media ad:


· Create poster that can be used yearly for “LOVE SHAC MONTH” that will be updated

with a new eye-catching design.

· Create a new poster for “The biggest Loser” Campaign.

Event Marketing:

· Create two major events. One will be for “Love shac month” and the other will be for

the “Biggest Loser”.

· Generate Awareness of these events.

· Reward people for coming and encourage them to bring friends.

Target Market

Audience analysis

The YMCA (SHAC)’s current clientel consists of students of all ages that attend St. Lawrence

College full and part time. Although these people are their only clients they are not reaching as

many people as they can due to something that affects us all. When it comes to being fit and

healthy many people are too shy to ask for help when they begin to gain weight and have never

attended a gym. These are the same people who feel ashamed about their weight and feel as if

they would be ridiculed if they went to the gym. Many students from St. Lawrence College have

a few extra pounds that they would like to lose but are too intimidated by the gym and the

people in it; they are ashamed to even enter the facility. These people range from 17- 35, male

and female, are either full time or part time students/teachers, are currently living in Kingston

or surrounding area. The people who the SHAC should be targeting are most likely living in

residence or at home and go to class and go back. They don’t tend to enjoy spending too much

time in public because they feel as though people are looking at them and judging them. When

researching and doing surveys about the SHAC there were some very pertinent information

that came with it:

· If students live further away from the SHAC they are more likely to purchase a

membership elsewhere out of convenience


· Males are more likely to purchase gym memberships elsewhere

· More young(17-24) people attend the shac in comparison to older (24-35)

· First year college students that are from out of town tend to use the facility more so

than anyone else due to the fact they live on or near campus.

· Many people who have not gone to the SHAC believe it is too small and cramped.

· The people who do attend the SHAC enjoy using the equipment found there rather than

any other fitness center.

· People who live within a 5 minute walk attend the gym more.

· The average age of people attending the gym is in their early twenties.

· Many people do not attend the gym due to false illusions they have created about the

gym and being ridiculed that they are ashamed.

Big Idea / Positioning

Positioning Strategy

Analyzing the research we conducted last semester on the YMCA SHAC we found that people

weren’t going just because of their schedules and workload, but also because they were

ashamed – especially the people that want to lose more weight. Every bit of marketing we are

doing for the YMCA SHAC this semester is based on making those people feel comfortable in

the gym, getting them familiar with it’s equipment and regular gym-goers, giving them that one

on one help they need, and doing all this by marketing and building buzz about our events in a

positive and constructive way.

Creative Strategy ‘Theme, Big idea, Creative appeal technique”

The theme behind our “Big Idea” for the SHAC is a “Drop the Baggage” contest of which

consists of people whom would like to lose weight but can’t do it because the people in the

gym are intimidating or they’ve never been to a gym and have no idea where to start or what

exactly they’re doing. The way the contest works; all throughout march we will be advertising

this contest, and these posters and plasma TV ads must convey the same message: There’s


nothing to be ashamed of, we all start somewhere. The Theme we are going with goes with

helping people get over their shame when it comes to this situation. The creative will be done

by our creative design team but we are hoping to get a logo of which can slightly portrait losing

weight or gaining confidence as well as we will be receiving posters that will not have people on

them. We don’t want to put images of people on them because if we put someone to thin then

everyone else will stay away and if we put someone with a few extra pounds they may think it

is a shot at them.

Media Plan/Event Marketing - “Strategic media mix and rational for decisions, insertion

schedules”

For each event/promotion we are doing for the SHAC we will provide them with posters they

can put around the school to advertise it as well as cover photos of the condensed posters they

can put on Facebook so that they are able to market it on Social Media as well. During the

month of March all we will be focusing on is building buzz and preparing for our Biggest Looser

campaign. We will not only have posters and sign-up sheets available around the school and

online, but we will also be doing regular updates every Monday, Wednesday, and Friday that

will be providing people with details about the event and reminding them to sign-up. During

the month of April as the event is going on we will be posting social media updates every

Monday, Tuesday, Wednesday, Thursday, and Friday to remind people what day it is e.g.

“Today is Weight Wednesday of the YMCA SHAC’s Biggest Looser competition!”

IMC Plan / Media Strategy

Twitter Campaign

Campaign Strategy (Validation, Target Market, Theme, Timing, Frequency)

For the Twitter aspect of the social media campaign that we suggest YMCA uses to its fullest potential. We recommend that the theme is based completely around Health, Fitness and overall felling better about yourself. We strongly encourage the second portion of the theme (Feeling better


about yourself) because as we found out more about students it became more apparent that the main goal was to gain new fitness center facility users. Although we could focus solely on getting these followers we believe that this would make the whole campaign very dry and give nothing to potential volunteers to relate to or a reason to help out others and yourself, therefore we stongly encourage encorporating another aspect into the campaign; feeling better about yourself.

The campaign will begin in April or May where the “Biggest Loser” campaign comes onto the scene, and will be happening on daily bases of which will have a different tweet for each day that may be gym updates for classes that are taking place that day or in the near future, New classes, events, prizes for events, potentially weather updates and encouraging people to go for a run outside before they come to the gym. We strongly recommend that these tweets have images but not all done by the YMCA themselves. We will be encouraging gym users and people who workout to take pictures of their gym attires, sights they see while working out, personal bests, and weight loss transformations. These will all be encouraged to be tweeted and will also be encouraged to use the suggested hashtag.

Tool for analysis

The following two tools are sentiment analysis tools that will help the YMCA find out whether the tweets that are being posted about them are of good nature and giving them a good image or if they are tarnishing their name and could potentially find out why.

http://www.sentiment140.com/

http://www.tweetfeel.com/

These two sites are solely for Twitter and will not work for any other platform making them more accurate to measure posts from Twitter.

These two mentioned sites are a good way to measure sentiment but there are also many other things that need to be measured. The first one is how many followers that can be found on each platform, this is easily found on the sites themselves (Twitter, Facebook, Youtube, ETC.) The next and

http://www.tweetfeel.com/

http://www.sentiment140.com/


probably the most important thing to measure would be interactions (Retweets, Favorites, Likes, and Responses) To track this we suggest that http://www.retweetrank.com is used. This is a tool that will tell you how many followers you have, how many people you are following as well as show you retweets and favorites that have happened under the handle that you search.

IMC Considerations

When it comes to the cross media optimization that can happen in this campaign I don’t believe that we should utilize it too much. We believe that the same people who follow the YMCA SHAC Kingston on Twitter are the same people whom like the YMCASHACKingston Facebook page.

Although we recommend not to use this too much we do strongly encourage the sharing of imagery on both or promoting one platforms picture through the other.

ROI Forcast (retweets Fav’s etc)

The return that we expect to receive throughout this campaign is not too strong at the start, but we expect it to pick up throughout the campaign and be a large majority of fitness afficianatos content posted about us in good nature.

At the beginning of our campaign we are expecting to receive around 5-10 retweets a week and approximately 2 Favorites. We expect these numbers to continuously escalade throughout the campaign with the constant updates and posted pictures and updates of regatta champions.

http://www.retweetrank.com/


Sample Campaign tweets (Text, Images, Etc)

Tweet Ideas:

1. Weather updates It’s gorgeous outside; why not go for a pre workout run...outside! Is it ever ugly outside, at least we have treadmills inside! ;) It’s a little chilly outside, Stay warm on our various cardio equipment

2. Winners Looks like ________is our winner this week! If you see him/her congratulate em! It came down to a ___ lb difference! Everyone worked so hard this week, your all

winners.3. Updates of Classes (postponed/Cancelled/Still running

Today’s class is canceled we will resume next week Today’s class will be postponed for an hour, our instructor is stuck in traffic Tomorrow’s class is canceled due to the weather. We will see you next week Although today’s weather is pretty bad we are still looking forward to seeing you for

today’s class!4. Images

(IMG) of gym (IMG) of certain equipment of the day (IMG) of people using equipment (IMG) of the view from inside the SHAC (IMG) of outside weather (IMG) of classes (IMG) of event contestants (IMG) before and after changes

5. CMO of Videos Check out our contestant! (LINK) They are all eager to get going! Pro-Tip #1 (LINK) Chest press 101 Pro-tip #2 (LINK) Cardio done right!6. Posts

Don’t forget to visit us at the SHAC today! Have you done your workout today? Love SHAC month is coming! Find your workout buddy!


Milestone 3: Facebook Campaign

Campaign Strategy (Validation, Target Market, Theme, Timing, Frequency)

Validation: The YMCA SHAC wants to create more awareness among their clients by adding content to social media, changing their marketing strategies to support their clients’ needs, and hosting contests/events. We hope by doing this we will also be able to gain new users by making them feel more comfortable in the gym and with the equipment.

Target Market: Students, male or female, full or part-time at St. Lawrence College. Targeting regular gym-users as well as striving to gain new gym-users.

Theme: Currently, when you search the YMCA SHAC 2 pages pop up as available(still need to delete old page). On their current page they have our Facebook cover photo up from LOVE SHAC month as well as their profile picture as the YMCA logo. Their content mainly consists of updates happening in the gym such as class times or concerning gym hours, as well as nutrition and excersise advice. What we plan to do is have more regular updates which will generate more visitors and more content. With our upcoming campaign there will be no shortage of updates to be posted.

Timing: Many of the posts are timed to coincide with upcoming events, before to build buzz and during to provide updates.

Frequency: We will be doing regular updates every Monday, Wednesday, and Friday that will be providing people with details about the event and reminding them to sign-up. During the month of April (month desired) as the event is going on we will be posting social media updates every Monday, Tuesday, Wednesday, Thursday, and Friday to remind people what day it

Sample Posts (prior to event):

Biggest Looser compeition is coming to the YMCA SHAC – read about it now! (url to competition rules and sign-up sheet)

Have you heard about our YMCA SHAC Biggest Loser competition? (url to competition rules)

Have you signed-up for our Biggest Loser event yet? (url to competition rules and sign-up sheet)


Want to loose a few extra pounds and win a prize for it? Check out our Biggest Loser competition (url to competition rules and sign-up sheets)

Want to get some personal training and loose weight for free? Check out our Biggest Loser competition (url to competition rules and sign-up sheet)

Drop the baggage! Sign-up for our YMCA SHAC Biggest Loser competition to loose weight and feel great! (url to competition rules and sign-up sheet)

Sample Posts (during event):

First day of the YMCA SHAC’s Biggest Loser competition starts today, good luck to our contestants!

It’s Make-it-happen Monday of the Biggest Loser competition, let’s see that motivation contestants!

It’s Training Tuesday, that means cardio time for our contestants! It’s Weight-lifting Wednesday, get ready to work on your strength contestants! It’s Tightening Thursday, let’s ditch that flab and look fab contestants! It’s Firming Friday, get ready to work those abs contestants! It’s Weigh-in day, lets see how hard our contestants have been working! It’s week (#) of the competition, and our contestants have been working so hard!

Motivation, motivation, motivation

Tool for Analysis

The success of this campaign will be measured in a few different areas, the first area being online. Social media has and will be included in all aspects of this campaign, and we will be monitoring their online presence to monitor whether or not they gain followers, likes, favorites, and discussions. The campaign will also be measured through its success with the number of people who sign up and attend the event.

IMC Considerations

For the updates before and during such a big event it would be a good idea to link their Twitter and Facebook to eachother that way it is less work and is being posted on both social media sites.

ROI Forecast


Although monetary expenditures for this medium will probably be minimal, by posting this content on Facebook, as well as our other mediums the resulting Cross-Media Optimization will allow the content to more effectively reach our target.

Milestone 5: Digital Channel of Choice Campaigns – Website/Youtube

Campaign Strategy (validation, Target Market, Theme, Timing, Frequency)

Validation: The reason we have chosen YMCA’s website as one of our digital channels to work on is to make it more accessible for people to find on search engines by using the appropriate top keywords. We also want to do some work on their Youtube account as they have no videos.

Target Market: People who are looking to workout but are too shy and would like to find classes or trainers to help them along.

Theme: YMCA’s website already has a lot of useful content as well as images, so we think that incorporating some videos might be beneficial to their website as well as their Youtube account. Whatever videos are uploaded to their website will be embedded to their Youtube account. The kind of videos we could post would be of the events and classes they hold.

Timing: As soon as their events start – probably around May/June – they could start video-taping potions of them and upload videos of every event held to their website.

Frequency: As often as possible – preferably after every event.

Sample campaign posts (Text, Images, Etc) (21)

Still shots Pan zooms Moving images/video footage with music in background Interviews with people that are volunteering Interviews with people that are competing Interviews with the main members of SHAC Videos about all the work they do to set up an event and what all goes into the

preparations Videos of volunteers encouraging others to come out and volunteer Videos of the Events and competitions Interviewing the winners Inspiring stories


Encouraging people to take their own videos and uploading them Encouraging people to share the videos on their social media as well as visit the website

or the Youtube account – whichever they are on Tips for beginners Routines (Day by day)

Tool for analysis

Google Analytics will help us to measure the amount of views on videos we upload as well as page views – we can find out which pages on their website are most popular and work on the one’s that aren’t getting as many visits.

IMC considerations

The YMCA SHAC main website would have a link to their Youtube account and vice versa. Could also go out of the way to post these videos on Facebook and Twitter accounts if they please.

ROI forecast

By making these changes to SHAC’s website and Youtube account we believe that it will help to raise awareness not only to students but as well as people who live nearby.

Budget

Love SHAC Month 100$ in Prizes

Drop the Baggage 200$ In Prizes

Design Work Free

Printing Free From School

Research Free From last Semester

Evaluation

The success of this campaign will be measured in a few different areas, the first area being

online. Social media has and will be included in all aspects of this campaign, and we will be

monitoring their online presence to monitor whether or not they gain followers, likes, favorites,


and discussions. The campaign will also be measured through its success with the number of

people who sign up and attend the event.

Design

Poster:


Logo:


Plasma TV Ad:


Timelines (Calendar)

February 2013Sunday Monday Tuesday Wednesd

ay Thursday Friday Saturday

1 2

3 4 5 6 7 8 9

10 11 12 13 14 15 16Love

SHAC social media promotion begins

17 18 19 20 21 22 23Coverphoto for Facebook page goes up

24 25 26 27 28Love

SHAC social media promotion ends

Notes:


March 2013Sunday Monday Tuesday Wednesd

ayThursda

y Friday Saturday

1 2Biggest

Looser event - start building buzz

3 4 5 6 7 8 9Bigges

t Looser event posters go up around school

Sign up sheet becomes available in the SHAC and online

Post updates about upcoming event on Facebook page


10 11 12 13 14 15 16Post

updates about upcoming event on Facebook page



17 18 19 20 21 22 23Post

updates about upcoming event on Facebook page



24 25 26 27 28 29 30Post

updates about upcoming

Post updates about upcoming

Post updates about upcoming

Biggest Looser event -


event on Facebook page



buzz building ends

April 2013Sunday Monday Tuesday Wednesd

ayThursda

y Friday Saturday

1 2 3 4 5 6

Biggest Looser event begins

Social media updates on event begin - Tightening Tuesday

Weight Wednesday

Training Thursday

Firming Friday

7 8 9 10 11 12 13

Make it happen Monday

Tightening Tuesday

Weight Wednesday

Training Thursday

Firming Friday

14 15 16 17 18 19 20


Tightening Tuesday

Weight Wednesday

Training Thursday

Firming Friday

21 22 23 24 25 26 27


Tightening Tuesday

Weight Wednesday

Training Thursday

Firming Friday

28 29 30


Biggest Looser event ends

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