In this presentation at IHRSA 2015, we explored ways to position your business as a leader in the community and build your brand: 1) High-yield cause marketing campaign model 2) High-profile public health initiative 3) Programs that reach deep into community 4) Business-to-business partnerships

1. A Path to Brand Leadership and Good
Business in Your Community
At Your Service
Christine Thalwitz
Vice President of Marketing

3. Charlottesville, Virginia

4. Crozet, Virginia

5. Midlothian, Virginia

6. Short Pump, Virginia

7. West Chester, Pennsylvania

8. Exton, Pennsylvania

9. Target markets
Target Markets

10. Amenities & programs
Amenities & Programs

11. “Great brands execute their brands.”
Denise Lee Yohn, author of What Great Brands Do

12. “I’ve heard people define a brand as a company’s logo,
image, advertising, aura, personality, look and feel, attitude,
reputation or trademark. But the fact is that none of these is
your brand. These are manifestations, symbols, or
expressions of your brand—and by limiting the definition of
your brand to this external, surface level, you fail to realize
its full business value. As you examine the principles that
drive the world’s greatest brands, you will see the correct,
complete view: A brand is a bundle of values and attributes
that define the value you deliver to people through the
entire customer experience.”
Denise Lee Yohn, author of What Great Brands Do

13. • High-yield cause marketing campaign
• High-profile public health initiative
• Programs that reach deep into community
• Business-to-business partnerships

14. Warning!

15. Think pink?

16. Core Value #1

17. Core Value #2

18. Core Value #3

19. Core Value #4

20. Core Value #5

21. • Is there alignment with your brand & business?
• Does the cause resonate with your target audience?
• Does the program engage in a meaningful way?
• Will this partnership and initiative stand out?
• Is the program scaled properly to expectations?
Questions to ask

22. Community & Causes

23. 42% of North American respondents
reported they would pay extra for
products and services from companies
committed to positive social and
environmental impact.
2014 Nielsen Doing Well by Doing Good

24. 54 percent bought a product associated
with a cause over the last 12 months,
increasing 170 percent since 1993.
2013 Cone Communications Social Impact Study

25. 89 percent of Americans are likely to
switch brands to one associated with a
cause, given comparable price and quality,
jumping nearly 35 percent since 1993.
2013 Cone Communications Social Impact Study

26. 91 percent want even more of the
products and services they use to
support causes.
2013 Cone Communications Social Impact Study

27. 88 percent want to hear how
companies are supporting social and
environmental issues.
2013 Cone Communications Social Impact Study

28. 25 days for $25
2 – 3x monthly traffic
33% join rate
Even tire kickers talk

29. $33,270 to the Emergency Food Bank

30. $28,440 to Greater Richmond Fit4Kids

31. $15,300 to the Chester County Food Bank

32. $27,375 to Big Brothers/Big Sisters of the Central Blue Ridge
$27,000 to First Book – Greater Richmond
$29,350 to Hospice of the Piedmont
$36,375 to Special Olympics
$22,925 to Richmond Animal League
$23,950 to Boys & Girls Club of Central Virginia
$12,825 to the Charlottesville/Albemarle Rescue Squad
$10,100 to Goshen Fire Company
$10,850 to SHiNE
$11,385 to the American Heart Association
25/25 Outcomes

33. Advertising

34. Special Events

35. Videos

36. Community Health

37. Percentage of Adults Who Are Obese
TJHD and Virginia, 2000-2010
Source: Virginia Department of Health, Virginia Behavioral Risk Factor Surveillance Survey
21.6%
27.6%
21.0%
25.9%
0%
5%
10%
15%
20%
25%
30%
35%
2000-2002 2001-2003 2002-2004 2003-2005 2004-2006 2005-2007 2006-2008 2007-2009 2008-2010
TJHD Virginia
PercentofAdultsAged20andOverLivinginLocality

38. Move2Health

39. VDH - Thomas Jefferson Health District
United Way
University of Virginia
Martha Jefferson Hospital
City of Charlottesville
Albemarle County
Surrounding Counties
Children Youth & Family Services
Jefferson Area Board of Aging
Move2Health

40. $$$
CDC Grant
Non-profit funding
Commercial sponsorship
Media partners
Move2Health

44. M2H Press Conference

45. Mayor Proclamation

46. #M2HSnackChat

47. M2H Kickoff Event

48. Free community events

49. Restaurant Week

53. “We see a whole new area of what I describe as
mass-niche communities of interest," says Alan
Moore, communication consultant and author.
"Businesses can no longer think about market
simply as a mass market. They have to move
from what I would describe as disruptive
marketing, to a world of engagement and
thinking about the customer experience first.”
Mass vs. Niche

54. Mass-niche communities
• Test the waters
• 30-60-90
• 30-day guarantee

55. p.r.e.p.®

56. • low-cost, introductory exercise program
• 360 average monthly program sales
• > 26,000 patients to date
• 40% convert to annual paying memberships
• Average membership > 30 months
• $31 million gross/$17 million net

57. Corporate p.r.e.p.®

58. Joint replacement

59. Pre-natal/Post-partum

60. Go Local Trends
• Local food movement
• Locally sourced products
• Shop small

61. Go Local Trends
• Trust
• Understand local market needs
• Accessible service
• Closing technology gap

62. Go Local Trends
82% of U.S. consumers plan to shop or
eat at an independently owned store or
restaurant on Small Business Saturday.
American Express Small Business Saturday
Consumer Insights Survey

63. Go Local Trends
For every $100 spent:
• In a local small business, $68 stays in your community.
• At a local branch of a chain store, $43 remains.
• Online, virtually no money stays local.
Research from Civic Economics

64. Community
Partners
• Discounts for members
• Advertising privileges
• Reciprocity
• Shop local
• Annual fee
• Membership requirement

65. • Is there alignment with your brand & business?
• Does the cause resonate with your target audience?
• Does the program engage in a meaningful way?
• Will this partnership and initiative stand out?
• Is the program scaled properly to expectations?
Questions to ask

66. Thank you!
acac Fitness & Wellness Centers
Christine Thalwitz