Anytime Fitness has over 1,800 fitness centers and seeks to increase brand awareness and engagement through social media. Their goals are to improve customer relations, increase awareness, and boost loyalty. Challenges include limited reach, motivating non-members, and differentiation from competitors. Their strategy involves using Twitter, Facebook, YouTube and their blog to engage followers, share workouts and testimonials. They will also advertise on Google AdWords and promote contests on social media platforms and blogs. Anytime Fitness plans to develop a mobile app to track workouts and offer member features to promote membership. Success will be evaluated based on increases in social media engagement and mobile app usage, as well as membership growth.

1. Strategy
Ashley Steinhoff
NMDL Spring 2012

2. About
Over 1,800 Fitness Centers
Open 24/7
Personal Training
Tanning
YouTube Channel, Twitter, Facebook, blog

3. Goals
 Increase social media traffic
 Improve customer relations
 Increase brand awareness
 Mobile app downloads
 Improve membership loyalty

4. Challenges
Limited reach
Do we want to reach everyone, or only
people in cities with Anytime Fitness
Centers?
Motivation
How do we motivate people who currently
don’t use a gym or belong to another gym
to join ours?
Differentiation
How does our online presence make us
unique from our competitors?

5. Social Media
Twitter
Engage followers with fitness tips and quotes, as well as holding
contests
Incorporate YouTube by letting followers upload homemade workouts-
best workouts win a prize and are taught in Fitness Centers
Facebook
Publish best entries from YouTube/Twitter contests and let users
comment and “like” them
Give away freebies for “liking” the page, such as a free one-time
meeting with a trainer, or free one month tanning package at any
fitness center
Let users upload testimonials of their experiences with Anytime Fitness,
and form groups at their local Anytime Fitness center to meet workout
partners and other gym members
Blog
The blog is already strong, so link the blog more often to Twitter and
Facebook to engage more potential customers

6. Internet Advertising
Google AdWords
Link to blog, which is less pushy and more
helpful than regular site.
Possible keywords/phrases: “24/7 Gym”,
“personal trainers”, “affordable gym”, “gym
membership”, “weight loss”
Advertise Twitter and YouTube contests on
blog, and encourage other bloggers to share
them

7. Mobile
Anytime Fitness Mobile App
Lets users track diet and exercise on their
smartphones
Users could be able to upload customized
workouts from Anytime Fitness personal trainers
Provide limited features to non-members, allow
members to use all features of the app for free
Promote this as an advantage of being a
member of Anytime Fitness

8. Evaluation
How can we evaluate success?
Increase in Twitter followers, mentions,
retweets, favorites
Increase in YouTube views and
subscriptions
AdWords results
Mobile app downloads and usage
Increase in membership

9. Timeline
Strategy will begin May 2012
AdWords and social media contests will be
steady monthly, with an increase in spending
in the months of December and January

10. Budget
$500,000:
$250,000 toward mobile app
improvements and maintenance
$100,000 toward two employees to keep
with Twitter, Facebook and Blog
$50,000 toward an employee to run
contests
$100,000 toward Google AdWords and
other advertising expenses