Fitness Connection was ready to make an investment in television, and they wanted to make a big splash in the Dallas and Houston markets. They asked us to create a campaign that would help them stand out in the crowded category of $10/month health clubs. What’s more, they challenged us to accomplish that during the industry’s critical post-holiday “resolution” season. Like any good coach, they wanted to push us. We were up to the task.
Customer feedback showed that Fitness Connection team members are a different breed from the usual gym employee. They are dedicated to making every workout a good experience for their members. Their high-touch involvement, going beyond check-ins and locker room clean-up, creates a perception for members that Fitness Connection is not just as a place to go workout, but a place to connect with like-minded people who want to get fit and healthy.
The brand’s point of difference was right there in the brand name. We emphasized the “connection” aspect by highlighting team members’ resolve to help club members connect with their own ability to be fit and healthy and emphasizing that dedication with the statement: I AM YOUR FITNESS CONNECTION. We increased memorability of the brand while providing reasons to choose Fitness Connection over all the other options.
The campaign launched right before the new year, when post-holiday resolutions are top of mind. The twist? The people making the resolutions in our spots were revealed to be team members, committing to make the workout experience at Fitness Connection even better for members. To help ensure the campaign made a big splash, the media plan was heavily weighted up front for maximum viewership.
Fitness Connection team members became the face of the brand as we threaded their I AM YOUR FITNESS CONNECTION statement throughout the campaign – reinforcing this message across every touchpoint and on everything from window clings and van wraps to web presence and direct mail.
For 2018, the next phase of the campaign showed actual club members and Fitness Connection personnel in the club working out. Using still and stop motion, we evolved the TV campaign into a high-energy, promotional vehicle. Familiar faces from Phase I were threaded through the new spots to give the campaign an extended feel.
LOOMIS introduced a full-funnel digital strategy for Fitness Connection that drove consistent awareness, lead generation, and a focus on online member sign-ups. With executions across email, display and social, the digital efforts brought in 17% of the total new members. To bolster engagement and retention, we launched the Link social campaign. Members and the Fitness Connection team participated in fitness challenges to earn points to win prizes. Supported by a microsite, social posts, and email, the campaign netted a total reach of 930,058 with 2,300 member entries resulting in 23,450 pieces of engagement and 615,530 impressions. Member-shared content generated another 41k impressions.
By re-formatting the media strategy, developing brand-standards across all consumer touch-points and, launching a consistent, integrated campaign, LOOMIS boosted Fitness Connection sales by 22% over the previous year, at a cost per acquisition of $15.97, and garnered $145,300 in earned media value.
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