Utilized AIDA model and developed an integrated new retail strategy for Equinox with focuses on email, SEO/SEM, social, and micro-influencers to reach niche segments with higher data utility efficiency.

1. New Digital Strategy
Malika Bajwa
Gloria Shao
Sandra Zarabi
Billy Chang
Erica Peng

2. 1. Background
2. Target Audience (General + Personas)
3. Marketing Objectives
4. Platform strategy and tactics
5. Channel strategy and tactics
6. Implementation plan
7. Measurement
Agenda

3. Equinox Clubs
“Temple of well-being”
300+ clubs in the U.S. (35 in New York City,
HQ), London, Toronto, & Vancouver
Monthly memberships start at $350 +
initiation fee
Overview
American luxury fitness company
Operates several lifestyle brands under one
name (e.g. Equinox Hotels, Equinox Media)
Subsidiaries include SoulCycle, Blink Holdings,
Inc., & The Yorkville Club
Background

4. Target Audience
DEMOGRAPHICS
25 - 55 years old
Live in large urban cities and
dense suburban areas
Annual income: $85,000 and up
Male / female / LGBTQ+
BEHAVIORAL
Semi regular to daily club visitation
Moderate to heavy: app usage,
loyalty, and involvement in
Equinox community
Take advantage of group classes,
machines, equipment, spa, and
other amenities; varies by
segment
PSYCHOGRAPHICS
Prioritize fitness; varies by segment
Value living a healthy lifestyle
Live busy, active lives
Drawn to higher end, luxurious
offerings
Social media mavens

5. BEASTS

6. BEAUTIES

7. LGBTQ+

8. Marketing Directives Overview
REVENUE BRAND LOYALTY
CUSTOMER ENGAGEMENT
INCREASE REVENUE BY 11%
IN ONE YEAR
EFFECTIVELY DOUBLE
ENGAGEMENT ON SOCIAL
MEDIA TO 4% IN ONE YEAR
INCREASE BRAND LOYALTY:
INCREASE NPS 20 PTS (FROM 60 TO
80) IN ONE YEAR
OBJECTIVES
DRIVE MEMBERSHIP
UPGRADES
DELIVER
MEANINGFUL VALUE
STRENGTHEN ONLINE
COMMUNITY
STRATEGIES
FIX LEAKY LOWER
STAGES OF SALES
FUNNEL

9. Marketing Directives Overview (con’t.)
RETENTION
DRIVE MEMBERSHIP
UPGRADES
RETENTION
DELIVER MEANINGFUL
VALUE
RETENTION
STRENGTHEN ONLINE
COMMUNITY
STRATEGIES
ACQUISITION
FIX LEAKY LOWER
STAGES OF FUNNEL
TACTICS
CELEBRITY / INFAMOUS
TRAINERS
UPGRADE TRIAL PERIODS
TRIGGER EMAILS + NOTIFICATIONS
HIGHLIGHTING PREMIUM BENEFITS
BASED ON MEMBER DATA
PREMIUM HOURS
RETARGETING + TRIGGER
EMAILS
STRENGTHEN WEBSITE UX
WEBSITE AUTOMATION
SEO + SEM
POST TARGET AUDIENCE
RELEVANT CONTENT
POPULATE SHARABLE MEMBER
STATS/REPORT IN APP FOR SOCIAL
SHARING
POST MEMBER SPOTLIGHTS
ACROSS ALL CHANNELS
CREATE HASHTAGS TO ENCOURAGE
MEMBER SOCIAL SHARING + REPOST
UGC
SET UP POINTS SYSTEM WITH
CHARITABLE REDEMPTION OPTIONS +
INDIVIDUAL & TEAM COMPETITIONS
CREATE SOCIAL NETWORK IN
EQUINOX APP
OFFER IN-PERSON AND IN-APP
CHECK-INS
HOST IN-CLUB AND IN-APP
(VIRTUAL EVENTS)

10. Marketing Tactics
PERSUADE BASIC PLAN MEMBERS TO UPGRADE THEIR MEMBERSHIP TO PREMIUM
OFFER CLASSES LED BY CELEBRITY / FAMOUS TRAINERS TO PREMIUM MEMBERS
INCENTIVIZE BASIC PLAN MEMBERS WITH FREE LIMITED TIME PREMIUM MEMBERSHIP TRIAL PERIODS
SET UP TRIGGER EMAILS + NOTIFICATIONS TO PROMOTE PREMIUM MEMBERSHIP BENEFITS THAT
SPECIFICALLY APPEAL TO EACH INDIVIDUAL MEMBER, BASED ON DATA
“PREMIUM HOURS” ONLY ACCESSIBLE BY PREMIUM MEMBERS, ENABLING EARLY ACCESS 1 HOUR
BEFORE OPENING AND 2 HOURS AFTER CLOSING

11. PERSUADE BASIC PLAN MEMBERS TO UPGRADE THEIR MEMBERSHIP TO PREMIUM
Premium Membership Data
● Age
● Gender
● City/Street
● ...
Demographic
● Booking
History
● Visit
Frequency
● ...
Behavior
● Hobbies
● Education
● Salary
● Goals
● ...
Life Style
● DMP emails
● EX: Marathon
runner
● Premium
membership
promotion
● Notification
of celebrity
trainers for
premium
members
Awareness
Data
Mapping
● Push notifications of free
limited time upgrades
for premium members
Celebrity trainers for
premium members
Premium training hour
before opening hour
and after closing hour
Other premium
membership benefits
● Email CTR
● Email Open Rate
● Avg Spend Time
per Session
● Cost/Conversion
● Unique Visitors to
App/Website
Measurements
Consideration Action
To lead online traffic to offline purchase
Content

12. PERSUADE BASIC PLAN MEMBERS TO UPGRADE THEIR MEMBERSHIP TO PREMIUM
FREE LIMITED TIME PREMIUM MEMBERSHIP TRIAL MESSAGING
EXAMPLE
EXAMPLE OF “PREMIUM HOURS”
MESSAGING

13. Marketing Tactics
INCREASE THE PERCENTAGE OF PROSPECTIVE MEMBERS IN THE LOWER STAGES OF THE SALES FUNNEL BY
MOVING PROSPECTS DOWN THE FUNNEL MORE EFFECTIVELY
RETARGET MEMBERS WHO CANCELLED THEIR MEMBERSHIPS AND PROSPECTS WHO VISITED THE WEBSITE
BUT DIDN’T SIGN-UP FOR A MEMBERSHIP BY FOLLOWING THEM AROUND THE INTERNET
SET UP TRIGGER EMAILS TO WIN BACK MEMBERS WHO CANCELLED THEIR MEMBERSHIPS AND
PROSPECTS WHO VISITED THE WEBSITE, BUT DIDN’T SIGN-UP
STRENGTHEN WEBSITE USER EXPERIENCE (UX) AND ADD HIGHLY VISIBLE CALL TO ACTIONS SUCH AS
MEMBERSHIP SIGN-UP AND SIGN-UP TO RECEIVE EMAILS IN ORDER TO ATTRACT MEMBERS AND COLLECT DATA
FOR FUTURE PROMOTIONAL USE
AUTOMATE WEBSITE BASED ON BROWSING BEHAVIOR / INTERESTS OF VISITING PROSPECTS
OPTIMIZE WEBSITE WITH SPECIFIC KEYWORDS AND HIGHLY TARGETED CONTENT TO DRIVE ORGANIC
SEARCH TRAFFIC (SEM + SEO)

14. INCREASE THE PERCENTAGE OF PROSPECTIVE MEMBERS IN THE LOWER STAGES OF THE SALES FUNNEL BY MOVING
PROSPECTS DOWN THE FUNNEL MORE EFFECTIVELY
Offline Activities Awareness Consideration Intention Purchase
Customer Path
Key Channels
User data
collection
Key Moments
“Not familiar” “Looks
interesting”
“Going to
check it out”
“Need to check
reviews”
“Excited to join!”
Zero loyalty and
awareness
Brand
Exposure
Brand
Attraction
Evaluation First Trial
Triggered
emails
towards
non-mem
bers
Optimize specific
keywords and
content to drive
search traffic to a
website landing
page
Follow-up emails to
prospects
Further
optimization
and
retargeting
Highly visible
call-to-actions
on website
and app
Sponsored
posts,
banners,
Youtube
pre-roll
videos
Urgency/need
emails

15. INCREASE THE PERCENTAGE OF PROSPECTIVE MEMBERS IN THE LOWER STAGES OF THE SALES FUNNEL BY
MOVING PROSPECTS DOWN THE FUNNEL MORE EFFECTIVELY
TRIGGER EMAILS TO WIN BACK
MEMBERS AND PROSPECTS WHO VISITED
WEBSITE BUT DIDN’T SIGN-UP
RETARGETING PREVIOUS MEMBERS AND
PROSPECTS WHO VISITED WEBSITE BUT
DIDN’T SIGN UP
Banner ads
Social Media
Pre Roll videos
Native Advertising
Sponsored Posts

16. STRENGTHEN WEBSITE USER EXPERIENCE (UX) AND ADD HIGHLY VISIBLE CALL TO ACTIONS SUCH AS
MEMBERSHIP SIGN-UP AND SIGN-UP TO RECEIVE EMAILS IN ORDER TO ATTRACT MEMBERS AND COLLECT DATA
FOR FUTURE PROMOTIONAL USE
BEFORE AFTER

17. Marketing Tactics
DELIVER MEANINGFUL VALUE TO MEMBERS THAT FURTHER CONNECTS THEM TO THE BRAND
SET UP A POINTS SYSTEM THAT CONSIDERS WORKOUT STATS AND CLUB VISITATION FREQUENCY,
REDEEMABLE FOR CHARITABLE DONATION
SET UP INDIVIDUAL AND TEAM COMPETITIONS FOR EQUINOX EXCLUSIVE PRIZES
ALLOW MEMBERS TO CREATE SOCIAL PROFILES IN THE EQUINOX APP
OFFER IN-PERSON AND IN-APP CHECK-INS (E.G. BODY WEIGHT, FAT, MEASUREMENTS, ETC.)
HOST IN-CLUB AND IN-APP (VIRTUAL) EVENTS

18. DELIVER MEANINGFUL VALUE TO MEMBERS THAT FURTHER CONNECTS THEM TO THE BRAND
POINTS SYSTEM + TEAM
COMPETITIONS
SOCIAL PROFILE AND IN-APP
CHECK-INS
VIRTUAL EVENTS
Equinox hosts a myriad of in-house events. It is
recommended that the club also host virtual
events through its app, with activities such as yoga
classes, cycling events, running a 5k, and so forth,
so members can still engage with Equinox at the
same time as their community members who are
attending in-club, from home.
The app should be
changed to be more user
centric. To be specific, the
app should keep and track
member content, workouts,
and metrics as well as act as
a place where members
have their own profiles and
communicate with other
members as well as club
trainers.
Myzone tracks how much
and hard users workout
through a compatible
device. A maximum workout
gives users 120 points per
class. Having challenges like
getting 3,000 per month or
group challenges where
different classes compete for
most points collected fosters
community and connection.

19. Marketing Tactics
STRENGTHEN THE BRAND’S SOCIAL MEDIA COMMUNITY AND HAVE IT MIMIC THE OFFLINE, IN-CLUB EXTREMELY
HIGH SENSE OF COMMUNITY AND ENGAGEMENT
CREATE AND POST CONSUMER RELEVANT CONTENT THAT SPEAKS TO THE 3 TARGET PERSONAS
POPULATE SHARABLE PERFORMANCE STATS / REPORTS IN THE EQUINOX APP FOR MEMBERS TO POST
ACROSS THEIR SOCIAL CHANNELS
POST MEMBER SPOTLIGHTS ACROSS ALL CHANNELS
CREATE HASHTAGS TO ENCOURAGE MEMBER SOCIAL SHARING + REPOST UGC
WORK WITH FITNESS INFLUENCERS ON SOCIAL MEDIA, CREATE AMBASSADORS

20. STRENGTHEN THE BRAND’S SOCIAL MEDIA COMMUNITY AND HAVE IT MIMIC THE OFFLINE, IN-CLUB EXTREMELY
HIGH SENSE OF COMMUNITY AND ENGAGEMENT
Provide free limited
time memberships
around throughout
the year to local
micro-contracted
fitness influencers
(50K-300K followers)
in the hopes they
will want to share
their experiences.
Then, we will
sponsor 40
influencers with a
combined following
of 10 million+ and
make them Equinox
ambassadors .
SHARABLE PERFORMANCE STATS INFLUENCERS / AMBASSADORS
MEMBER
SPOTLING
MEMBER SPOTLIGHTS
By transforming the app into a performance
tracker with myzone, Equinox app users can
take a picture during or after a workout with
their performance stats, getting that “hey
look at me moment”. The picture can be
shared on the app as well as shared to other
social platforms from the app with Equinox
themed filters.

21. CREATE AND POST CONSUMER RELEVANT CONTENT THAT SPEAKS TO THE 3 TARGET PERSONAS
CREATE HASHTAGS TO ENCOURAGE MEMBER SOCIAL SHARING + REPOST UGC
#EmpoweredByEquinox #EquinoxStats #EquinoxLove #EquinoxProud #EquinoxMovesMe
#EquinoxAtHome #EquinoxAmbassador
BEASTS
BEAUTIES
LGBTQ+
EQUINOX
COMMUNITY

22. Direct:
- Website: Automated content
- App: User profiles, workout stats, workout calendar, push notifications,
competitions, virtual events, virtual assistance.
- Social Media: Content created around our three personas, membership
spotlights.
- Paid: Highly targeted content based on prospects and member data
- Banner Ads
- Native Advertising
- Pre-roll videos
- Paid Search
- Sponsored
social posts
(Fb, IG, TT,TW)
- Sponsored
stories (IG, FB,)
Influencers:
Work with micro fitness influencers
PR:
Through app, in-club/ virtual events and
celebrity trainers.
Social:
User generated content in app shared on
social media.
PLATFORMS
E-COMMERCE
WEBSITE SOCIAL
PAGES
MOBILE
/ APP
- Owned website content
optimization
- Google/Bing/Yahoo
Keywords improvement
- Bidding price adjustment
- Social media
- Mobile apps
- Website
- Youtube Channel
1. Highly targeted emails
on premium
membership benefits
2. Trigger emails to
members and
prospects
EARNED
ADVERTISING
SEARCH
DIGITAL
CHANNELS
EMAIL
CONTENT
REFERRAL /
AFFILIATE SITES
PAID ADV.
IMPLEMENTATION
ROADMAP

23. Social sentiment
Scroll depth
Time on page
Leads
- CPC
- CPA
- CPM
- CTR
- ROAS
- Cost per
Click
- Average
time spent
- Impressions
- Influencers’ followers
- Media coverage
- Comments
- Transaction
- User Engagement
- Landing page traffic
PLATFORMS
E-COMMERCE
WEBSITE SOCIAL
PAGES
MOBILE
/ APP
-
- Bounce rate
- Average time spent
- Time per session
- Conversion rate
- Cost/Conversion
- Unique Visitors
- Impressions, engagement rate, shares.
- Downloads, app open rates, active members.
- Visits, Bounce rate, Average time spent, website
journey, upstream traffic, downstream traffic,
Conversion rate, email subscription rate.
- Views, shares, engagement rate, exit rate.
- Open rate
- Click Through Rate
- Subscription rate
- Overall ROI
- Goals Conversion
rate
EARNED
ADVERTISING SEARCH DIGITAL
CHANNELS
EMAIL
CONTENT
REFERRAL /
AFFILIATE SITES
PAID ADV.
KEY MEASUREMENTS
CLV
ROMI

24. Thank you!
Questions?
Malika Bajwa Billy Chang
Sandra Zarabi Erica Peng
Gloria Shao

25. Works Cited
Goggin, Benjamin. “A Comprehensive Guide and Rating of Every Equinox Gym in New York
City.” Business Insider. 20 July 2019.
https://www.businessinsider.com/equinox-membership-prices-reviews-nyc-guide-2019-5.
Goggin, Benjamin. “Is An Equinox Membership Worth It? Why People Pay Thousands for a
Gym.” Business Insider. 28 May 2019.
https://www.businessinsider.com/is-equinox-membership-worth-it-2019-5.
Gwu, Amanda. “Equinox Fitness Gym.” Wordpress.
https://amandagwubackup.files.wordpress.com/2014/10/equinox-fitness-gym-sheet1.pdf.
Accessed 14 April 2020.
Lutz, Ashley. “Equinox Growth Plan and Strategy.” Business Insider. 25 April 2015.
https://www.businessinsider.com/equinox-growth-plan-and-strategy-2015-4.
Pathak, Shareen. “How Equinox Uses Its Mobile App to Collect Customer Data.” Digiday. 19
September 2017. https://digiday.com/marketing/equinox-using-mobile-app-data-strategy/.
Sanchez, Sarah. “Equinox. It’s Not Fitness. It’s Life.” Prezi. 6 December 2012.
https://prezi.com/kctve2gzwt-e/equinox-its-not-fitness-its-life/.