YMCA SHAC St. Lawrence College

Matt Pacaud & Kaytee Connor

Student

Health

Athletic Centre

SWOT Analysis

Strengths – Convenient location for students, wide variety of classes and equipment

Weaknesses – Hard to bring in new customers, from our research we found a lot of people are intimidated by the gym, as well as very little awareness

Opportunities – Opportunity to bring in new cliental by offering prizes, doing events, social media marketing and advertising.

Threats - There aren’t any threats that come with this except the fact that other gyms may do the same sort of events.

Marketing Challenges

Challenge:

- Shame, not knowing how to properly use equipment, not feeling comfortable in gym

How we planned to overcome this:

- By changing the SHAC’s marketing and advertising strategies to decrease the client’s level of uncertainty. As well as hosting events in the gym to encourage clients to meet already established members and become familiar with the equipment

Competitive Analysis

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

East end of Kingston: Goodlife Fitness, YMCA x2, Queens University, RMC Fitness Center

Small city with a lot of gyms

GoodLife open 24/7 also has an all women’s gym

Queens has Olympic lifting platforms

Objectives – 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

Objectives - Posters

Love SHAC month poster, FB cover photo

Biggest Loser campaign poster, media screen ad, and logo

Sample campaign ad

Objectives – Campaign idea

“Biggest Loser”

For people who want to lose weight

Would get more individual attention with trainers and equipments

Gym would have to set aside time where only people that sign-up and trainers would be in there

Whoever looses the most weight after the amount of time we decide on wins a prize or money, as well as getting to feel good about themselves!

Creative Strategy, Theme, Big idea, Creative appeal techniqueBIG IDEA - Biggest loser, Drop the Baggage

Theme – Helping people get over their shame and motivate them

Contest - All throughout March (month desired) we will be advertising this contest through posters, social media and plasma TV ads to convey the message: There is nothing to be ashamed of we all start somewhere.

Creative appeal/technique – Done by our creative design team & create a logo that can portrait loosing weight and gaining confidence, no pictures or real or really fit people.

Audience Analysis

Current cliental consists of students that attend SLC full and part-time

Range from ages 17-35, males and females

Teachers and staff also attend the gym

From the research previously conducted we found that the students that live on campus (residence) or near campus are the one’s utilizing the gym the most

Positioning Strategy

Every bit of marketing we do for the YMCA SHAC is based on making our clients feel comfortable in our gym, becoming familiar with it’s equipment as well as regular gym-goers, and giving them that one on one help they need

Media plan

Each promotion/event we have provided posters as well as FB cover photos and plasma screen ads

During the March (desired month) will be focused on building buzz and preparing for the campaign

Sign-up sheets online as well as around the school

Regular updates on social media before and during event

Sample Updates

Make-it-happen Monday

Toning Tuesday

Weight Wednesday

Training Thursday

Firming Friday

Sample sign-up sheet

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: online, social media has and will be included in all aspects of this campaign, monitoring their online presence to find out whether or not they gain followers, likes, favourites, and discussions.

The campaign will also be measured through its success with the number of people who sign up and attend the event

Timelines (Calendar)