• The SMART Objectives for this proposal is to ensure brand awareness to the target demography. From the brand awareness there should be at least 10,000 Facebook, Twitter followers for the gym and at least 10 blog posts that are most read.

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Six Month Digital Marketing Proposal for Sports First
Name
Number
Date
University

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Table of Contents
SIX MONTH DIGITAL MARKETING PROPOSAL FOR SPORTS FIRST........... 1
BACKGROUND ANALYSIS ..................................................................................... 3
DIGITAL MARKETING OBJECTIVES ................................................................. 3
DIGITAL MARKETING STRATEGY ..................................................................... 3
TARGET AUDIENCE ................................................................................................ 5
DIGITAL MEDIA CHANNELS ................................................................................ 5
TACTICS/METHOD .................................................................................................. 7
REASONED ACTION MODEL...................................... ERROR! BOOKMARK NOT DEFINED.
CREATION OF VALUE AND RELATIONSHIP MARKETING ................................................... 7
RECOMMENDED USE OF DATA ........................................................................... 8
ETHICAL PROBLEMS................................................................................................. 10
POTENTIAL PROBLEMS ............................................................................................. 8
REFERENCE.................................................................................................................. 11

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Background analysis
Sports First brand is scheduling to open a new gym in South Bristol. Gym has
equipment’s and services that will cater to both male and female population. It can
accommodate 40 people for cardio vascular and weight training. It also offers Zumba
lessons and yoga services. Digital Marketing proposal for the same is proposed below by
using academic theories related to marketing.
Digital marketing objectives
 The SMART Objectives for this proposal is to ensure brand awareness to the
target demography. From the brand awareness there should be at least 10,000
Facebook, Twitter followers for the gym and at least 10 blog posts that are most
read.
Digital marketing strategy
According to Mintel report 2015, cost, location and long-term commitment are the
barriers to people joining gym. Hence it is important to devise advertising based on how
close the gym is to Ashton Gate Stadium. Luxury gyms in UK charge more than 100 £
per month. Easy cancellation policy should be an important aspect that needs to be
advertised. In 2015, all around UK there has been 44% jump in the gym membership.
There is growing awareness about the importance of health (Mintel, 2015). Nearly four
Fifth of UK adults promise to take care of their health and there is renewed health
consciousness that exists among the people only 12% have membership (Mintel, 2015).
This shows that there is potential for new consumers to start using Gym services. Theory
of planned behavior can be used to entice the target consumer demography to try out the

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fitness regime. Relationship Marketing is an integral element to keep the consumers
engaged and keep them interested in the concept of fitness.
Contemporary digital media tools will be used to exemplify the long-standing strategy of
providing quality services and experiences to the consumers. It is proposed that a digital
marketing strategy of Gamification, social cognitive theory and Theory of planned
behavior to create awareness and motivate consumers to relate to the brand (.
In this particular context by using gamification theory consumers will be allowed to
create digital profiles with loyalty badges, fitness badges and keeping the consumers
informed about the various discounts and value added services. In Social Cognitive
theory, it is supposed that individuals form knowledge and opinion based on relative
view held by societies and peers. Individuals can be encouraged to post their views
about the services offered by the gym in their respective social media pages. They can
be used to create a community awareness of the deliverables offered by the gym.
Theory of reasoned action states that people make decisions based on a combination of
individual intention, subjective norms of their peer group and perceived obstacles that
prevent the individuals from taking action (Charlesworth, 2014). In this case of the
gym, statistical data shows that individuals want to take care of their health and this
effort is lauded by the society. The perceived obstacles are lack of time, costs involved
in the process and long-term commitment to gym membership.
To overcome the obstacles the Gym is open from 6 am to 10 pm. the cost of the gym
membership is only 30 £. Non-members are also allowed with daily fees. There is only
30-day notice to end yearly membership. These facts will be mentioned in the
websites. Theory of relationship marketing states that there will be increased impact if

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people take an effort to answer individual queries. The trainers will try to build rapport
with the community and potential consumers using blogs and social media pages.
Target audience
Bristol City is considered to be core ten cities in Britain. Many of the practices followed
in UK are also emulated in this city. The median Age of people living in Bristol is 33
years (Bristol.Gov.UK 2015). Families with children are found to be lesser in this area.
Consumer spending is lesser than national average. There has been 13% increase in of
people between the ages of 25 to 49 years (Bristol.Gov.UK 2015). The targeted
demography for this service are people aged between 25 to 44 years who already have
awareness about the importance of health and are yet to join a fitness club (Mintel 2015).
Importance should be given to the value added services and the perception of knowledge
regarding health must be made known to the target audience. Higher earning demography
is senior aged 50 to 60 years (Mintel 2015). Advertising strategies will also include
senior in the population.
Digital media channels
The media channels that will be most utilized are Social media, website, Mobile apps,
search engine optimization and Ad word purchase. Integration of all these tools would be
done in order to develop profiles and customize requirements.
Primarily in order to establish business and create social awareness of the brand Website
will be created. Consumers will be allowed to create their own digital persona in lieu of
Gamification theory. Consumers will be allowed to create their own digital persona,
loyalty badges, customized service options will be created in accord with their

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requirements and individual accomplishments will be celebrated in the site. There will be
individual dedicates sections that would allow the consumers to access their Facebook
and Twitter pages. From the same website users can also integrate their accounts in
mobile apps (Charlesworth, 2014). There will be app that will integrate the fitness
concept provided in the website. Apps will be an extension of the website information.
Promotional messages will also be featured in organic health shops like Wild Oats, Better
Food Company. Some cash back offers will be promoted for the users who register from
the organic food stores. This will increase visibility of the product.
In order to make the site visible consumers will be Ad Word and keyword will be
devised. Search engine optimization will be given importance they are one of the most
important digital media channels that are utilized for consumers to collect information
and find required services.
Branding will be created in accordance with social cognitive theory. Twitter account,
Facebook account and Instagram account will be integrated into the website
(Charlesworth, 2014). Trainers will be featured about their individual accomplishments
and how they can be useful to the consumers.
In an effort to establishing with the social community importance of regular exercise
will be emphasized. This fact is ubiquitously known nevertheless consumers tend to
shy away from the physical efforts it requires and the perceived costs associated with
gyms. Social Cognitive theory states that people emulate actions of their peers
(Charlesworth, 2014). Users will be requested if they can use geo-tagging concept in
order to show their whereabouts. This is strictly according to the discretion of the user.
They can switch of this feature any time they deem it to be not necessary. Owing to

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this friends and peers will be made aware of the importance of health given by a
particular individual. From this it is expected that more people will want to try out
similar spaces.
Tactics/Method
“ Discover your health potential ”
Above picture is a sample picture that is used to showcase that the services are for both
Male and female members in the demography. This is a stock photo obtained from
Shutter Stock website that will be purchased and from which they will be maneuvered to
fit specific requirements subsequent to opening of the fitness club.
Digital media channels will be used to create awareness of the brand, help people locate
the brand and facilitate real time connection with consumers.
Creation of value and Relationship Marketing
One of the most important components that have been observed with digital marketing of
gyms is fitness advice it provides to people. Creation of Blogs is very important to
connect and offer free advice to the people (Charlesworth, 2014). Trainers will be

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encouraged to offer practical advice regarding health to the people. They will be regularly
asked to update twitter page regarding health advice. Any new health issues and
recommendation posted by the local city council be posted in the blogs. This would keep
people informed about probable health issues and ways to combat pressing health
subjects. Trainers would act are marketing representatives. They will be responsible for
maintaining relationship with the end consumers. Trainers will be provided with separate
places in the website and in apps to offer advice to the consumers. They will provide tips
to enhance health and the users will be notified that their advice cannot substitute
Doctor’s advice. This is an effort to imbibe relationship marketing concepts in real
practice trainers would be asked to create separate profile to interact with community
create awareness of health. They would also let the audience known about the different
promotional strategies like Free training day, inaugural offers, and weight loss
challenges, meal plans etc. to keep the audience engaged.
Recommended use of data
By actual usage of these different mediums a vast amount of data will be collected. Once
the user registers their activities in the website will be monitors (Stipp, 2015). The data
collected from the users will be used to profile the users and create specific services for
them.
Potential problems
Mobile users tend to be distracted often. There is a need to ensure that the important
content is only highlighted for the users. Users can simply get bored if too much

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information is broadcasted. Simplification and providing only information that is
requested at a very fast rate is better.
Very high expectations from the business marketing strategy should be avoided. It should
be kept dynamic and in lieu of the market events. Content marketing should be kept fluid
and changed according to the needs of the demography.
Measurement of Digital Media Channels
There are numerous brands and services. By using multiple devices there is a chance that
the users forget about a new brand. They can move on to a new gym. To avoid this pitfall
a dynamic customized model should be created in order for the user to remember the
experience. Potential consumers activities should be studied by using the market
analytical tools provided by many vendors. This will enable to produce the users with
wholesome experience of the brand (Stipp, 2015). There will be customized offers and
services that will be shown to each category of users. This will generate activities about
how the users behave in real life situation. From this integrated algorithms will be
developed to showcase the most popular services and features offered by the company.
One of the most utilized mediums of measurement is traffic meter. There should be tools
to calculate overall site traffic; traffic from specific sources and separate tools should be
used to check about mobile traffic (Stipp, 2015). Tools should be present to check the
website traffic, Facebook and Twitter traffic can be understood from the Analytics tools
that each social media provide.
Conversion rate (CVR) is another important metrics (Stipp, 2015). Actual visitors who
get converted to customers should be understood. Bounce rate should also be calculated
to find out how consumers get distracted in the process.

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Ethical problems
When sensitive user data is collected care should be ensured to maintain privacy of the
users. There is always risk of sensitive data to be utilized by unscrupulous people there is
a need to ensure that latest security protocols are followed to ensure user safety.
Some users do not like behavioral advertising and consider it to be an invasion of
privacy. Those users should be given option to opt out of the behavioral advertising
anytime. Their information or progress should not be highlighted in any promotional
campaign without prior consent. Any user given information that is used for marketing
purpose should be obtained only with prior consent. Ethical training would be given to
trainers. They will in no way be substitute to health care practitioners. Rather they would
work with customers based on their medical advices.
To conclude it should be noted that the final digital marketing strategy is a fluid model
that should be maneuvered according to user requirements.

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Reference
Bristol.Gov.UK, (2015). The population of Bristol - bristol.gov.uk. [online] Available at:
https://www.bristol.gov.uk/statistics-census-information/the-population-of-bristol
[Accessed 25 Dec. 2015].
Mintel Report, (2015). Health and Fitness Club UK. Market size and Forecast. London:
Mintel Group.
Stipp, H., 2015. Measuring Media Usage Behavior: Improving the Quality of Research
and Reports on Consumers’ Use of Media (pp. 133-148). Springer International
Publishing.
Charlesworth, A., 2014. Digital marketing: A practical approach. Routledge.