Promotional Role Statement
● The goal of this promotional plan is to increase the
customer base of Blink Fitness by not only attempting to
gain new customers, but also to engage with current
members and encourage membership renewal.
● This promotional plan will explore ways in which to raise
brand awareness in order to position Blink Fitness as the
top competitor in the low cost gym industry among an
established target market.
● This promotional plan will take into account evolving
trends and interests and their effect on the market.
Blink Fitness is targeting towards 18-35 year old men and women who are health conscious and look
for convenience, updated gym equipment, and a welcoming environment, all at very affordable price
point. It is evident that staying fit and putting a bigger focus on making healthier dietary choices is
something many New York millennials are increasingly identifying with. A modern and ‘hip’ gym like
Blink Fitness is expected to appeal to young men and women who want both quality and value in the
services they purchase.
The immediate geographic target is the city of New York City as well as Long Island and New Jersey
where Blink Fitness gyms are located, with the potential goal of expanding to the rest of the Tri-State
What is Blink Fitness?
Blink Fitness launched in early 2011 and has 17 company-owned locations in the NY metro area.
● Staff is enthusiastic and love the members. A chain of gyms that attracts young people with a
lower budget and who are looking for a friendly, accommodating, and welcoming place to
● A growing competitor in the industry because of it’s affordable memberships fees, which start
as low as $15 a month.
● Blink Fitness gyms are clean and modern, with state-of-the-art cardio and strength machines
and easy-to-use workout menus
● Blink Fitness offers nationally certified personal trainers. Each blink location offers 30-minute
personal training sessions as well as small group training, our most popular program, blink
Role of Promotion
To drive short & long term volume that will give potential to acquiring new loyal customers, build brand
awareness, as well as encourage repeat purchase of monthly memberships, thus building loyalty
among new & existing customers.
Short term volume: to change consumer and trade behavior. By encouraging and continuing purchase
intent by building brand loyalty.
Drive member acquisition, retention and community engagement through member marketing.
Develop annual and long term marketing objectives, strategies and tactics
● 900 locations
● Large market share in the affordable gym industry.
● welcoming environment and are famous for being a
‘no judgement’ zone.
● Basic membership prices start at $10 a month.
Weakness: Due to its enormity, many people are
dissatisfied with their experience there.
● Offers very unique and entertaining classes that
bring in new customers and makes up for a higher
● offers many discounts and deals throughout the
year, allowing many to sign up for less than the
official membership fee
Weakness: While Crunch offers discounts, the
membership is less affordable than Blink Fitness
The promotional plan will outline various promotional tactics applied throughout the
year. During the year, the goal is to increase the number of new customers by 30%
and ensure that at least 75% of existing customers renew their membership.
As part of an effort to engage customers and become more involved in the Blink
Fitness community, our goal is to increase social media by the following:
10 thousand followers on Instagram
30 thousand likes on Facebook
In order to achieve listed objectives, various strategies will be implemented throughout
the course of the year:
● In order to generate trial, we will introduce low-risk trial incentives that will attract the
potential customer to join one of Blink Fitness gyms without having to make a
● Blink Fitness will emphasize its positioning as a leader in the low cost gym industry
by offering outstanding promotional offers.
● We will utilize loyalty programs in order to build loyalty and brand equity among
existing customers. We will ensure that customers feel rewarded throughout their
membership rather that only at the very beginning when they sign up.
Tactics & Scheduling
● SOCIAL MEDIA CAMPAIGN
Sweepstakes through Instagram and facebook,engaging customers to check in or share
pictures from the gym.
● PROMOTIONAL CAMPAIGN
Advertisements featured in relevant local magazines, such as New York and Timeout.
Blink Fitness will partner up with health retailers and organize special events/classes for
December: We will begin advertising in New York Magazine and Timeout showcasing the launch of our Instagram
sweepstakes, #blinkfitness. At the end of the month we will select 3 random users of the hashtag to receive a year long
January: New Years Resolution
Blink Now, Lose Now, Burn off that Holiday weight gain
January 2015 is free.
February: The Instagram sweepstakes will be continuous and following the 3 initial winners we will select another
user every month, who will receive a free months membership. Current clients will receive a credit to their account. New
York Magazine and Timeout will include FSIs for free trial weeks in anticipation of spring break (bikini season). Users of
the trial who go on to purchase a membership will be discounted the start-up fee ($20).
Refer a friend
March-May: Blink will partner with GNC to offer free week trial coupons on the brands private label products, $25
April - May - June
Beach Bod Ready
The month of April, May and June will be our peak months for heavy advertising. Our message will focus on inviting
new customers to get ready ready for summer with Blink Fitness. The offer will be a limited price reduction for new
members who sign up for the green all access membership. Originally $25 a month, now $20 a month with no annual
maintenance fee charge ($39.00).
June-August: Blink Fitness will partner with NYC Social (Manhattan based co-ed sports leagues) to sponsor the
summer sports teams. Uniform will be provided to members with a year long contract. The uniforms will feature the
Blink Fitness Logo on them. Blink Fitness will also set up stands at the league games where beverages, information
and special discounts will be given to those interested in joining Blink Fitness.
August-September: New York Magazine and Timeout will include FSIs for free trial weeks in anticipation of back to
school. Users of the trial who go on to purchase a membership will be discounted the start-up fee ($20).
Breast Cancer Awareness Month at Blink
During this month, we will offer an open gym to anyone who is not signed up with Blink and donates $5 to Breast
During this month, Blink will partner up with GNC as well as the Movember foundation to offer potential customers a
great deal. From October 18th to November 11th GNC will put cards in customers bags informing men that if they sign
up in November, their first month is free