This document outlines an advertising campaign for Shadow Fitness to promote their fitness matching service and an upcoming expo event. The campaign will utilize Instagram and Pandora ads targeting millennials in Seattle aged 24-34 to increase website signups and expo attendance. The budget is $30,000. Key objectives are to increase website signups by 3,481 and expo attendance from 400 to 1,500. Supplementary tabling events and an evaluation plan are also outlined.

1. BLM Advertising Advency, LLC
516 High St, Bellingham, WA 98225
425-314-5944
www.BLM.com
Fitness That Revolves Around You
Shadow Fitness
P.O. Box 33585, Seattle, WA 98133
425-446-1784
ShadowFitness.Com

2. Executive Summary
● Dual Relation Business Model: (Client A regular user,
Client B the affiliate)
● Client B→ revenue (subscription based)
● Matching our users to trainers (like a match.com service)
● Ad campaign will focus on Client A
A S.F B

3. Objectives
1. Website 2. Attendance 3. Budget
Increase user-sign
up by 3,481.
Increase Expo
Attendance from
400 to 1,500.
$30,000
Build a campaign
under $30,000.
*A 15% conversion rate from 23,208
target market count

4. Why? “Fitness that revolves around you”
Shadow Fitness is Easy, Fast, Holistic:
Easy: Online Service
Fast: Reviews of trainers are provided, we do the research part for you
Holistic: We provide more than just “trainers”
Competitive Advantage

5. Millennials
● Ages 24-34
● College educated
● Annual income $50,000 to $105,000
● Work in technology – Amazon,
Tableau, Google.
Target Market Size?
● Ages 24-34 – 137,059 or 21.4% of the population of
Seattle
● 47% of ages 24-34 make $50,000 to $105,000
● 39% of individuals in the ‘exercise consideration stage’
● Rough target market size of ~25,000 people
Primary SecondaryGeneration-X
● Ages 35-45
● College Educated, been in work force longer..
● Annual income $80,000 and up
● Also work in South Lake Union, Downtown.
○ Can be found in Fremont
● Work in Tech but also Financial Services.
Target Market Size?
Demographics
● Ages 35-45 – 102,056,
● 42% of ages 35-45 make $80,000 and up.
● 39% of individuals in the ‘exercise consideration stage’
● Rough target market size of ~16,700 people

6. Tabling
Pandora
Instagram
Landing Page
Westlake
South Lake Union
Capitol Hill
Fremont
Driving Goals:
Increase Attendance
Increase Website
Membership Count
Campaign Evaluation:
Attendance Count
Track Website Traffic
Mailing List Survey
Expo Eval/How did you find
out
Expo
Campaign Overview

7. Instagram
Our Instagram will feature targeted
sponsored ads.
● 32% of people in 25-34 use
Instagram
● translating to ~43859 people in
potential reach (Statistica)
Total Cost ($12 CPM x 3)= $4,934.00
Estimated cost per impression: $.11

8. Pandora
Pandora Ads, both Audio Ad, and
Display:
● Age range from 25-34 is 27%
(E-Marketers)
● Translating into 37,006 total
reach
Total Cost of Pandora ($13 CPM
x3)= $5343.00
Cost Per Impression: $.14 per

9. Pandora’s Audio Ad
“Everyone knows a healthy lifestyle leads to a more productive
life, but not many people know a healthy lifestyle depends on
more than just lifting weights. Find the wellness professionals
you need to live a happy, productive lifestyle on
ShadowFitness.com, and come check out our Expo August 13th,
at Green Lake Park. Learn more at ShadowFitness.com/Expo.”
- 20-Second Pandora Ad

10. Instagram:
32% of people in 25-34 use Instagram (Statistica);
Ranked 8th by comScore in regards to views
Pandora Stats:
27% of people from 25-34 use Pandora (E-Marketers);
Ranked 5th by comScore in Unique Views
Why Instagram and Pandora

11. Areas outlined in White were identified as
Millennial-Dense by Redfin

12. Supplementary to our Digital advertising efforts for promoting the Expo:
What: “Are you Shadow Fitness?” question to ask random goers. Have them “test”
their strength, or agility against our employees. They could measure their body fat
content, set up mini goals for the week. “free fitness” consultation
Why: Organic foot-traffic, relationship building rather than “in-your face outbound
digital”
Total Cost of Tabling (for the entire duration): $1,440 (employee wages)
Cost per acquisition (Impression): $.14 per conversion
Advantages of Tabling Activities

13. Shadow Fitness Expo Event
● Green Lake Park, Why?
● 2015 vs 2016

14. Banner
8.0’ x 2.5’
NutritionBooth
AuctionTable
Tent 10’ x 10’
AuctionTable
5’ x 10’
5 ft 5 ft
WellnessBooth
5’ x 10’
Personal Trainer Booth
10’ x 5’
8 ft
AuctionTable
Tent 10’ x 10’
AuctionTable
Total Dimensions: 48’ x 32.5’
Total Area: 1560 sq. ft
5ft5ft
Shadow Fitness Booth
8’ x 5’
Personal Trainer Booth
10’ x 5’

15. Execution Examples

16. Supplements our Digital Efforts for brand awareness:
What: activities, meet and greet (relationship building.) Giveaways, games, a good
family outing...like a fitness carnival.
Why: promotional event for our trainers who subscribe to our service. Face to face
meet and greet
Total Cost of Expo: $17,763
Per Acquisition Cost (Impresion): $11.84
Advantage of Expo

17. Schedule of Advertising Planned
First day
of Instagram
and Pandora
Advertising

18. South Lake
Union Park
Tabling
11am-2pm
Tabling Time
Westlake Park
Tabling
11am-2pm
Cal Anderson
Park Tabling
3pm- 6pm
AB Ernst Park
Tabling
3pm-6pm
Schedule of Advertising Planned

19. Shadow
Fitness
Expo Event
Last day of
Instagram and
Pandora
Advertising
Schedule of Advertising Planned

20. Cost Estimates/ Budget Summary
Estimated Total Cost of Campaign: $29,657.50
Total Cost of Expo Promotion (Digital; Insta, Pandora): $11,894.33
Total Cost of Expo (Employees, Retail Items, Permits): $17,763.17
Estimated Revenue Return from item retailing efforts at Expo:
Expected Revenue Cost Alleviation from Retail: $18,250.00
Total Campaign Cost after deduction: $11,232.50

21. Per Acquisition Cost:
Pandora (impression): $0.11
Instagram (impression): $0.14
(Supplemental) Tabling: $.14
(Supplemental) Expo: $11.84
Cost Break-Down
Total Cost:
Pandora: $5,343
Instagram: $4,934
(Supplemental) Tabling: $1,440
(Supplemental) Expo: $17,763

22. Campaign Evaluation
● Landing Page with RSVP
○ How People found out about us?
○ Mail Survey After
● Email Sign up numbers
● Account creations:
○ Tracked on the website

23. Looking Ahead
● Insights gained here will be useful for future
Ad Campaigns, what works, what does not...
● Different time frames?

24. Questions?