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REGAN WATTS
ADV 420
NEW MEDIA DRIVERS LICENSE
Background
• Fitness company founded in 2000 by Greg Glassman and
Lauren Jenai
• Considered a physical exercise philosophy...
Objective
• Increase awareness of the brand
• Increase activity in CrossFit
• Provide relevant content to our target audie...
Target Audience
• Male and female
• 20-30 years old
• Healthy, fit and motivated
• Looking for a new workout plan
Big Idea
• A main component of CrossFit is acting as a community
• All members share common attitudes, interests and goals...
Social Media
Presence
KPI - Metrics
• Timeline: 6 months
• Gather analytical data prior to campaign
• Use HubSpot for the duration of the campai...
Budget
• $4,800/month (total 6 months)
• SEO - $1,920/month
• PPC - $1,920/month
• Social Media - $480/month
• Email - $48...
Tools & Tactics
• Facebook
• Sharing relevant content
• Conversational approach
• Followers can post “How-to” questions
• ...
Tools & Tactics
• Foursquare
• Lead generation tactic
• Promotional tactic
• Instagram
• “Swipe right” feature for users t...
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ADV 420 - Final Presentation

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Final presentation

  1. 1. REGAN WATTS ADV 420 NEW MEDIA DRIVERS LICENSE
  2. 2. Background • Fitness company founded in 2000 by Greg Glassman and Lauren Jenai • Considered a physical exercise philosophy and a competitive fitness sport • Incudes high-intensity interval training, Olympic weightlifting, plyometrics, powerlifting, gymnastics, etc. • Over 10,000 affiliated gyms throughout the world
  3. 3. Objective • Increase awareness of the brand • Increase activity in CrossFit • Provide relevant content to our target audience
  4. 4. Target Audience • Male and female • 20-30 years old • Healthy, fit and motivated • Looking for a new workout plan
  5. 5. Big Idea • A main component of CrossFit is acting as a community • All members share common attitudes, interests and goals • This digital campaign will leverage what it means to act as a community • “Find Your Fit”
  6. 6. Social Media Presence
  7. 7. KPI - Metrics • Timeline: 6 months • Gather analytical data prior to campaign • Use HubSpot for the duration of the campaign • Goals • Increase Facebook engagement • Increase Twitter engagement • Increase the number of followers on Instagram by 200% • Increase check-ins on Foursquare by 200% • Increase CrossFit members across the United States
  8. 8. Budget • $4,800/month (total 6 months) • SEO - $1,920/month • PPC - $1,920/month • Social Media - $480/month • Email - $480/month __________________________ • Total: $28,800
  9. 9. Tools & Tactics • Facebook • Sharing relevant content • Conversational approach • Followers can post “How-to” questions • Location services – “Find Your Fit” • Nearby CrossFit facilities will appear on maps • Each CrossFit facility will have it’s own Facebook page for members • Twitter • Communication mechanism • Lead generation tactic • #FindYourFit
  10. 10. Tools & Tactics • Foursquare • Lead generation tactic • Promotional tactic • Instagram • “Swipe right” feature for users to donate to their cause: CrossFit For Hope • Post pictures of members during workouts and at social gatherings • #FindYourFit • CrossFit Blog: “Find Your Fit” • Workout of the day, answers to “How-to” questions from Facebook page, nutrition advice, about us, & locate nearest gym

ADV 420 - Final Presentation

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