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The document discusses a marketing campaign to increase first quarter revenue and gold card memberships by 20% and 5% respectively through focusing on January joiners who are highly motivated in the short term. The campaign goals to target January joiners include a $35 million budget for Q1 2014, a paid media budget of $1.5 million over 3 months to generate over 400,000 daily impressions and nearly 16,000 daily clicks, as well as additional strategies like nutritional representatives, television ads, and outdoor ads.
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- 2. The Big Idea GO ALL IN!
- 3. Nutritional Knowledge Most people think exercise is everything Diet is 80% of any effective exercise plan
- 4. The January Joiner Highly Motivated Committed to Change in the short term Excellent Potential Customer
- 5. Campaign Goals Increase Revenue by 20% Increase Gold Card membership by 5% 800 700 600 500 400 300 200 100 0 2014 First Quarter Revenue Goal Q1 2013 Q1 2014
- 6. New Budget 35 Million Dollars for the first quarter of 2014
- 7. Setting It All In Motion
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