The document discusses a marketing campaign to increase first quarter revenue and gold card memberships by 20% and 5% respectively through focusing on January joiners who are highly motivated in the short term. The campaign goals to target January joiners include a $35 million budget for Q1 2014, a paid media budget of $1.5 million over 3 months to generate over 400,000 daily impressions and 15,000 daily clicks through digital ads, as well as utilizing nutritional representatives, television ads, and outdoor ads.

2. The Big Idea
GO ALL IN!

3. Nutritional Knowledge

Most people think exercise is everything

Diet is 80% of any effective exercise
plan

4. The January Joiner
Highly Motivated
 Committed to Change in the short term
 Excellent Potential Customer


5. Campaign Goals
Increase Revenue by 20%
 Increase Gold Card membership by 5%

800
700
600
500
400
300
200
100
0
2014
First
Quarter
Revenue
Goal
Q1 2013
Q1 2014

6. New Budget

35 Million Dollars for the first quarter of
2014

7. Setting It All In Motion

8. 1.5 Million over 3 months
15,679 clicks per day
414,285 impressions per day

9. Additional Strategies

Nutritional Reps

Television Ads

Outdoor Ads

10. Summary

January Joiners are motivated….for now