4. 4
The main goal of Aerofit is to tackle the challenge of fitness and fun at the
same time. Instructed classes and open jump hours are hosted six days a
week on 16 custom built, interconnected trampolines. For those who
prefer to stay on the ground, Aerofit also provides a full-service, weightless
gym. Aerofit features TRX resistance training, yoga balls, medicine balls,
TRX ripstixs, kettle bells, and boxing bags. On weekends, and spaced
throughout the weekdays, Aerofit shifts gears and appeals to Aerofit Kids.
Multiple open jump sessions are offered throughout the week and week-
end for all children of all ages in an effort to appeal to any and all looking
to have a fun time at the gym. Through developing a laid-back atmosphere
complete with upbeat music and a friendly staff, Aerofit differentiates itself
from a traditional gym experience in order to offer the most unique work-
out in Athens.
BRAND INTRODUCTION
5. 5
STRENGHTS
• Aerofit is the only trampoline fitness center in Athens
• Offer a full-service weightless gym
• Variety of classes at different skill levels
• Open 6 days a week
• Kid friendly environment (specialized jump sessions & birthday parties)
• Customizable membership options
WEAKNESSES
• Low awareness among desired target audience (college students) and
other member of the community
• Poor markings/sign usage indicating the location of Aerofit
• Aerofit is a fairly new business and is still in the process of establishing
itself in the Athens community
SWOT ANALYSIS
6. 6
OPPORTUNITIES
• Get UGA students and Greek organizations involved in classes and
group workout sessions.
• Create awareness of trampoline fitness as a new / fun way to exercise.
• Generate creative and fun advertisements that will interest potential
jumpers, and boost customer traffic to Aerofit
THREATS
• Skyzone – competitor – more trampolines and larger facilities; multiple
locations
• Other workout facilities in the Athens area are competition (Ramsey,
Omni, Bodyplex)
• Trampoline fitness is a new concept and is still establishing itself as an
alternative method of working out in the public’s mind.
• May face hesitation or difficulty convincing active individuals to change
their existing work out routines.
SWOT ANALYSIS
7. 7
• College Students and young professionals in the Athens area.
• Ages 18-25
• Fitness oriented lifestyle
• Enjoy working out with friends or in a group setting
TARGET AUDIENCE
8. 8
Key Fact:
Aerofit offers an innovative and fun workout atmosphere suitable for all
ages, yet many local Athenians are unaware of the gym’s location and ex-
istence as it is still a fairly young business in the city.
Problem:
College students and young professionals in Athens don’t know about
Aerofit trampoline gym as an alternative to their usual day-to-day workout
routine.
Objective:
To increase new member registrations by 10% by April 2014, and to
spread word of Aerofit among Athens, particularly among University of
Georgia students.
Target Audience:
18-25 year old health-conscious college students and young professionals
in the Athens area looking for a unique and fun alternative to their typical
workout routines.
Insight: “I’m so busy with work and school assignments that when I get
around to exercise, I usually stick to going to the same gym. I like to get a
good workout and would be up for trying something new, but I’m unaware
of effective and fun alternatives that will help me achieve this goal.”
CREATIVE BRIEF
10. 10
THE PROBLEM
COMMUNICATION GOALS
Aerofits clientele is mostly made up of young couples and families living
in the Athens area. This is a great demographic to have as loyal custom-
ers but the owner, Alex, is interested in capturing the student population
as well. The location of Aerofit is not ideal and there is little to no signage
that can be seen from the road. This lack of visibility is limiting the overall
awareness of Aerofit as a brand.
1. Increase of Aerofit among University students
2. Attract more first-time clients to Aerofit
3. Gain more young brand-loyal Aerofit customers
4. Produce brand video starring Rance Nix
5. Produce koozies with the Aerofit logo and slogan
11. 11
CAMPAIGN DIRECTION
TACTICS
Our main focus is on getting more college students through the door at
Aerofit. In order to achieve this goal the campaign was centered around
increasing awareness of Aerofit among students. We not only wanted stu-
dents to know about Aerofit, but also to see it as a cool and unique gym.
We know many students prefer to work out with a friend or in a group set-
ting, making Aerofit a perfect option for a typical UGA student.
In order to promote the young, student-friendly vibe of Aerofit, we pro-
duced koozies and made a youtube video starring one of UGA’s biggest
celebrities, Rance Nix. We believe that both of these tactics will show stu-
dents how cool it is at Aerofit.
13. 13
CREATIVE EXECUTIONS
Back in October, we began our campaign with Aerofit as a silver spon-
sor for Sigma Delta Tau Greek Grind. Alex engaged proactively with the
target audience by joining the conversation on twitter with #bustagrind.
As a sponsor, Aerofit’s tweets were constantly added to the live twitter
stream, which increased sorority awareness tremendously. Alex was able
to increase facebook likes and twitter followers, in addition to gaining buzz
among these girls with the offer of a free group fitness class for the soror-
ity with maximum engagement.
Keeping our target student body in mind, we aimed to create engaging
digital content as well as promotional items to increase awareness. The
graphics on the following pages represent Aerofit’s fun atmosphere, while
keeping the content eye-catching and relevant.
Again, we were able to reach out to the Greek student market by attending
Sigma Alpha Epsilon’s annual Shower Cap event and handing out promo-
tional koozies. This event allowed us to reach both male and female stu-
dents to increase awareness on campus and get these students excited
about future group workouts.
14. 14
Our final effort went into a promotional video starring local celebrity, Rance
Nix. Rance has amassed thousands of views on youtube for gimmicks
around campus, and we knew his local fame would be perfect to provide
exposure to the Aerofit facilities. While our efforts leading up to this point
focused on name awareness, this project could hopefully entice curiosity
while giving potential consumers a more vivid idea of the Aerofit experi-
ence.
CREATIVE EXECUTIONS
19. 19
MEASUREMENTS OF SUCCESS
We can assess our work toward Aerofit brand awareness using social
media. To measure the success of our digital media initiatives, we looked
to see the growth overtime of various social media metrics. Most notably,
Aerofit on Facebook amassed nearly 400 new Facebook likes achieving
1,396 Facebook fans compared to 1,046 in fall of 2013. On twitter, Aerofit
followers have also increased from 167 to 217 over the course of this year.
Both of these platforms allow the owners to communicate directly with
their loyal client base, while Facebook definitely allows for a larger audi-
ence, though they are reached less frequently due to updated Facebook
algorithms.
Youtube also allows Aerofit to visually demonstrate the possibilities within
their facilities while showing off Aerofit instructor’s high skill level. This
platform has increased from 13 to 18 subscribers with an impressive total
of 7,584 views compared to 5,360 views in the fall.
20. 20
FUTURE RECOMMENDATIONS
Direct response is an imperative for bringing large student organizations
which will lead to ripple effects in the community. We are leaving Aerofit
with a list of names and emails of sorority sisterhood chairs who would be
responsible for arranging a group fitness class at Aerofit. We are confident
that by getting this foot traffic in the door a single time for a group fitness
class, these women will love their experience enough to go back. There
is also great potential in reaching out to other groups which value group
fitness such as the rowing team, rugby team, or other club and intramural
teams.
When the budget allows, Aerofit should produce our graphics as bumper
stickers to increase awareness on campus as well. Students love to show
local pride for various businesses including Jittery Joes and Mama’s Boy
and with a solid graphic and positive experiences in Aerofit facilities, peo-
ple will want to show Aerofit pride soon enough.
21. 21
FUTURE RECOMMENDATIONS
Aerofit should continue to sponsor local student-run philanthropic efforts.
Aerofit can continue to support these efforts in gaining name recogni-
tion associated with this cause-related marketing, as well as offering free
classes as prizes for other events.
On social media, Aerofit should continue to produce engaging content of
value to consumers. When groups come in, Aerofit needs to take quality
pictures on their gopro camera to post soon after. When these customers
see the pictures and tag themselves and their friends, their single visit will
instantly spread awareness to their Facebook friends eager to join in the
new trampoline fitness trend.
