Bally Total Fitness

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Towson University- MCOM325 (Advertising Copy Writing): Bally Total Fitness Campaign, Spring 2009.

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Bally Total Fitness

  1. 1. Bally Total Fitness<br />Where Your Schedule is OurPriority.<br />Casey Kilsheimer<br />Morgan Moultrie<br />Ellen Underwood<br />
  2. 2. About Bally<br /><ul><li>The largest and only nationwide commercial operator of fitness centers with approximately 400 clubs
  3. 3. Over 3.5 million members and over 40 years of successful operating experience.
  4. 4. $55 million national marketing, advertising, and public relations program making it the number one nationally recognized fitness brand
  5. 5. Integrates cardio, resistance training, flexibility, and mind/body, along with other challenging activities to give consumers total self conditioning.
  6. 6. BFIT Community Program
  7. 7. Vow to Earth Fitness- Earth Friendly & Community Initiatives
  8. 8. Members have 5 different options!</li></li></ul><li>The Bally Total Fitness Target<br />College educated <br />Caucasian women <br />Ages 35-44<br />
  9. 9. Primary ResearchWhy Surveys?<br />
  10. 10. House List<br />Rented List<br />Email List <br />Mailing Lists <br />
  11. 11. Incentives<br />“Invite a friend”<br />Response card raffle entry<br />Membership option offer<br />
  12. 12. Where’s Bally now in the mind of the target?<br /><ul><li>Poor management
  13. 13. Rip offs
  14. 14. Overall dissatisfaction</li></li></ul><li>Bally’s Top 3 Competitors<br />
  15. 15. Bally’s Indirect Competition <br /><ul><li>Chinese Boxing Academy
  16. 16. Saunas
  17. 17. Spas
  18. 18. College Gyms
  19. 19. Steam Rooms
  20. 20. Leisure Sports & Recreation</li></li></ul><li>Where Bally would like to be in the mind of the target…<br />Professional Leader in the Fitness Industry<br />Unbeatable Prices & Convenience<br />Best Value training<br />Best Equipment<br />Incredible Variety of Classes<br />
  21. 21. What’s the Big Idea?<br />Convenience!<br />
  22. 22. Supporting Evidence <br /><ul><li> Existing Offers & Promotions
  23. 23. Extensive list of Classes
  24. 24. 5 Bally locations in the area
  25. 25. Direct Mail Package
  26. 26. Brochure
  27. 27. Letter
  28. 28. Response Card</li></li></ul><li>The tone of voice for Bally advertising<br /><ul><li>Informative
  29. 29. Inviting</li></ul>-Consumers receive the information while becoming comfortable with the idea of remaining or becoming a Bally member.<br />
  30. 30. Mandatories<br />Envelope/ Response Card<br /><ul><li>Response Deadline
  31. 31. Customer Satisfaction Inquiry
  32. 32. Company Logo
  33. 33. Company Address
  34. 34. Return Postage</li></ul>Brochure<br /><ul><li> Company Logo
  35. 35. Corporate Headquarters Mailing Address
  36. 36. Toll Free Telephone Numbers
  37. 37. Web site address
  38. 38. 5 Bally Total Fitness locations with addresses and phone numbers</li></ul>Letter<br /><ul><li> Letter Head
  39. 39. Company Contact Information
  40. 40. Salutation
  41. 41. Promoted Benefit
  42. 42. Call to Action
  43. 43. Limited Time Offer</li></li></ul><li>References<br />Akidah, N. (2008, August 20). Federal Hill Fitness. Retrieved on April 20, 2009, from Yelp Website: http://www.yelp.com/biz/federal-hill-fitness-baltimore.<br />Antoniak, P. (2006, October 25). Bally Total Fitness- Baltimore, MD. Retrieved on April 15, <br /> 2009, from GymPost Website: http://www.gympost.com/gymsearch/listings/MD/45/1/r <br />eviews.<br />“Bally's accused of ripping off customers- Topix” (2009). Retrieved on April 16, 2009, <br />from Topix Website: http://www.topix.com/forum/com/bft/TR22LVSGQTNJQ146K<br />Bally Fitness. (2009). Retrieved on April 13, 2009, from Bally Fitness Website: <br /> http://www.ballyfitness.com/bfit-community.aspx.<br />Campus Explorer. (2009). Colleges in Baltimore, MD. Retrieved on April 28, 2009, from <br /> Campus Explorer Website: http://www.campusexplorer.com/colleges/in/Mary <br /> land/44AE3F61/Baltimore/.<br />Curves. (2009). Retrieved on April 15, 2009, from Curves Website: <br /> http://www.curves.com/locations/results.php?lang=en&country=US&state=MD&searc <br />hType=state&city_letter=B.<br />Curves Forum. (2009). A Support Forum for Curves Members and Owners. Retrieved on April 21, 2009, from Curves Forum Website: http://www.curvesforum.com/forum/faq.php?faq=curvefaq.<br />Federal Hill Fitness. (2009). Fitness is right around the corner. Retrieved on April 20, 2009, from <br /> Federal Hill Fitness Website: http://www.fhfitness.com/FHF_Services.asp.<br />
  44. 44. References Continued<br />“Find a club.” (2009). Retrieved on April 28, 2009, from Bally Total Fitness Website: <br /> http://bally.know-where.com/BallyFitness/cgi/selection?option=&mapid=US&lang= <br />en&design=default&place=21222®ion=.<br />Franchise Business. (2008). The interesting history of the Curves franchise in the world of sports and fitness. Retrieved on April 20, 2009, from Franchise Business Website: http://www.franchisebusiness.com.au/articles/The-interesting-history-of-the-Curves-franchise-in-the-world-of-sports-and-fitness_z142160.htm.<br />Funding Universe. Bally Total Fitness Holding Corp. Retrieved on April 15, 2009, from Funding Universe Website: http://www.fundinguniverse.com/company-histories/Bally-Total-Fitness-Holding-Corp-Company-History.html.<br />Funding Universe. Curves International, Inc. Retrieved on April 20, 2009, from Funding Universe Website: http://www.fundinguniverse.com/company-histories/Curves-International-Inc-Company-History.html.<br />“Gold's Gym business overview.” (2006, May 3). Retrieved on April 20, 2009, from Yahoo! Local Web site: http://local.yahoo.com/info-12563059-gold-s-gym- baltimore?csz=Baltimore%2C+MD.<br />Hoovers. (2009). Bally Total Fitness Holding Corporation. Retrieved on April 19, 2009, from Hoovers Website: http://www.hoovers.com/bally-total-fitness/--ID__47485--/free-co-profile.xhtml.<br />Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2007). Product: Leisure/sports – Physical fitness – Regular exercise program at home in last 12 months. Retrieved March 3, 2009, from MRI Plus database: http://www.mriplus.com. <br />
  45. 45. References Continued<br />Merritt Athletic Clubs, (2009). About us. Retrieved on April 22, 2009, from Merritt Athletic Clubs Web site: http://www.merrittclubs.com/about_us/mission_statement.html.<br />McCormick , G., Stempel, J., & Wallace, J. (2008, December 3). Bally files for bankruptcy again, up for sale. Thomson Reuters, Retrieved on April 15, 2009, from:http://www.reuters.com/article/businessNews/idUSTRE4B25C6200812203.<br />MuniNet Guide, (2009). Baltimore MD (Maryland) zip codes, schools, jobs, demographica &more. Retrieved on April 28, 2009, from MuniNet Guide Web site:http://www.muninettguide.com/states/maryland/municipality/Baltimore.php.<br />"Our fitness approach." (2009). Retrieved on April 15, 2009, from Bally Fitness Web site: <br /> http://www.ballyfitness.com/discover-bally/our-fitness-approach.aspx.<br />Phillips, Tappy (2006, May, 23). Bally's accused of ripping off customers. WABC-TV/DT, Retrieved on April 15, 2009, from http://abclocal.go.com/wabc/story? section=news/ 7_on_your_side&id=4197347<br />PR Newswire.(2008). Bally Total Fitness Announces New Chief Executive Officer. Retrieved on April 19, 2009, from Bio-Medical Website: http://www.bio-medicine.org/medicine-news-1/Bally- Total-Fitness-Announces-New-Chief-Executive-Officer-22653-1/.<br />Rate It All! (2009, March 19). Gold's Gym review. Retrieved on April 20, 2009, from Rate It <br /> All! Web site: http://www.rateitall.com/i-240456-golds-gym.aspx<br />Sorkin, Andrew R. (2008, December 3). Bally Total Fitness files again for bankruptcy. Retrieved on April 16, 2009, from DealBookWeb site: http://dealbook.blogs.nytimes.com/<br /> h 2008/12/03/bally-total-fitness-files-again-for-bankruptcy/<br /> "The leader in fitness."  (2009).Retrieved on April 13, 2009, from Bally Fitness Web site: <br />http://www.ballyfitness.com/company.aspx<br />Walmart. (2009). Retrieved on April 30, 2009, from the Wal Mart Web site: http://www.walmart.com/search/searchng.do?search_constraint=0&ic=48_0&search_query=ipod<br />

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