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Final presentation
This document outlines a digital marketing campaign for the fitness company CrossFit. The campaign's objectives are to increase awareness of the CrossFit brand, activity levels, and provide relevant content. The target audience is males and females aged 20-30 who are healthy, fit and motivated. The campaign will leverage CrossFit's community aspect using the tagline "Find Your Fit". Metrics like social media engagement and new members will be tracked. The budget is $28,800 over 6 months to be allocated across SEO, PPC, social media, and email. Tactics will include sharing content on Facebook, using hashtags on Twitter, check-ins on Foursquare, and a CrossFit blog.
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Final presentation
- 1. REGAN WATTS ADV 420 NEWMEDIA DRIVERS LICENSE
- 2. Background • Fitness companyfounded 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. Objective • Increase awarenessof the brand • Increase activity in CrossFit • Provide relevant content to our target audience
- 4. Target Audience • Maleand female • 20-30 years old • Healthy, fit and motivated • Looking for a new workout plan
- 5. Big Idea • Amain 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”
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- 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. Budget • $4,800/month (total6 months) • SEO - $1,920/month • PPC - $1,920/month • Social Media - $480/month • Email - $480/month __________________________ • Total: $28,800
- 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. 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