Pre-Campaign Report
Client Overview
Profile
Eagle Fitness is a small Nevada business with two locations, but for the purpose of this campaign
we are focusing on their 6295 Sharlands Avenue Ste. 2, Reno, NV 89523 site. They were founded in 2011
and currently have 15 employees. Their website, www.eaglefitnessnevada.com, conveys that Eagle
Fitness is a 24-hour fitness center that caters to all types of clients and even has a child care center open
six days a week. The website is managed by the owner Mike Farrington, and the account manager, Raquel
Rehman. The website does not allow for any online sales, but there is an email contact form which
sometimes leads to sales.
The facility includes weights, treadmills, bikes, ellipticals, and a variety of other machines. There
is a multitude of classes, including: yoga, kickboxing, Zumba, spinning, and others. Personal trainers are
also available. Their primary focus is convenience for everyone; from the ‘busy person’, who may have a
hectic schedule and only able to work out late at night, to the stay-at-home-mom who needs flexible
daycare hours. They differentiate themselves by being friendly and encouraging, as opposed to other
gyms that are be intimidating and hostile.
Though Eagle Fitness currently uses an array of marketing tactics, we feel this campaign will
increase reach, memberships, and increased awareness in the community. As of now, Eagle Fitness has a
Facebook page (Eagle Fitness Reno), but no other social media applications.
Market Analysis
Eagle Fitness focuses on targeting potential customers with an average ($40,000) to high
($80,000+) household income. Another characteristic of their target are individuals/families that live in
stick built homes rather than mobile or modular homes. These two characteristics are attributes that also
hold true to their existing customers.
In regards to Eagle Fitness’ competitors, the following competitive comparison chart examines
three factors including price, number of locations, and estimated market share between four companies
within the fitness facility industry. Eagle Fitness seems to possess the majority of the market in
comparison to their direct competition in this saturated market. They strive to distinguish themselves
from others by becoming the community gym, befriending members. The industry is seasonal, with a
large dip in enrollment during peak summer months (May through September) and a huge increase
(about 48.87%) during peak winter months (October through February, emphasis on New Year’s).
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Eagle Fitness
Apartment Facilities
24 Hour Fitness
Anytime Fitness
Fitness Facility Competitive Comparison
General Membership Price
# of locations in Reno/Sparks
$19.80
2
Included in rent
Numerous
$39.99
2
$35.00
7
Estimated Market Share
40%
5%
35%
20%
A large contributor the Eagle Fitness’ large market share has to do with their vast amount of
available products and services including free weights, spa, training, tanning, and exercise classes. In
offering these products/services, they strive to market them through direct marketing activities such as
coupon packs, social media, and special deals. Currently, their marketing spend is fairly low, yet they are
looking into increasing and expanding their level of advertising to reach new customers.
Current Marketing
Presently Eagle Fitness uses direct mail marketing campaigns as their main source of advertising.
Eagle Fitness’s target market is unique to their business since they are required to define their target
market geographically rather than demographically. As a result, direct mail advertising has taken on a
large role in their marketing efforts. Direct mail allows Eagle Fitness to pick and choose specific zip
codes to send advertisements to.
Another element to Eagle Fitness’s marketing campaign is their website
(www.eaglefitnessnevada.com). The website currently is used as a secondary source of information. It
provides basic information in order to get potential customers to visit a location or call for more details.
Eagle Fitness prefers this method in order to showcase their niche as a friendly and personable fitness
center. Eagle Fitness uses Google analytics for their website. Since February 9th of this year, 1, 206
people have visited the site, with 6,704 page views and a page duration stay of 1:44 minutes. New
visitation accounts for 58% of visits, and there is a bounce rate of 37.95%. Also, 59.92% of visits are
from Reno, so focusing on marketing that location on the web vs. the Sparks location would be logical.
Conclusion
This proposed Google AdWords campaign is aimed at driving more traffic to Eagle Fitness’s
website, which will lead to more prospective members calling in for information (which Eagle schedules
these callers to come in for tours), more people printing out the various coupons and deals that change
every month, and more people taking the survey on the home page of the website, which will aide in
Eagle Fitness’s market research. Also, this campaign will hopefully add to the community awareness of
Eagle Fitness and its offerings, because they offer just as much as the “big box” gyms in the area. All of
these efforts will lead to the goal of a 29.87% increase in memberships during the campaign’s three week
period.
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Proposed AdWords Strategy
This suggested AdWords campaign’s goal will be to increase memberships for the Northwest
Reno location. Eagle Fitness has done some (albeit minimal) web research, and from that has concluded
that most potential customers who search the web and in turn visit their website are middle aged females.
For this reason, we hope our ads targeting that segment do well, increasing memberships from 77 in 2012
to 100 in 2013 (or 29.87%), for the three weeks this campaign will run.
For this AdWords campaign, we will use a total of four campaigns: Families (chiefly targeting the
moms, high school kids, and couples), Singles (mainly young men who do not need extra amenities, and
young to middle aged overweight women who want a non-intimidating atmosphere), Silver (age 60+,
couple and singles), and Brand (focused on location, and community awareness of this Reno gym). The
example keywords in Table 1 will control each targeted searcher to the website and increase traffic flow.
Table 1 showcases each campaign with its corresponding Ad Groups and keywords.
Table 1: Four Campaigns, Eight Ad Groups, and Keywords
Campaigns
Families
Ad Groups

Moms

High School Kids

Couples

Single, young
men, no kids

Single, young to
middle aged,
overweight women

Couples

Singles

Reno-ites
Singles
Silver
Brand
Keywords
“aerobics classes”, “aerobics”, “daycare”, “gyms with
kid’s club”, “Zumba”, “yoga”, “kickboxing”, “aerobics
class”, “babysitting”, “family plans”, “cheap gym”, “gym
with no contract”, [gym with no contract]
“aerobics classes”, “P.E. credit”, “PE credit”, “weights”,
“training”, “trainers”, “24 hours”, “cheap gym”,
“discount gym”, “gyms with no contract”, [gym with no
contract], [-gym with a pool]
“classes”, “24 hours”, “family plans”, “trainers”,
“personal trainers”, “gyms with no contract”, [gym with
no contract], [-gym with a pool]
“weights”, “free weights”, “dumb bells”, “squat rack”,
“24 hours”, “cheap gym”, “rowing machine”, “smith
machine”, “gyms with no contract”, [gym with no
contract], [-gym with a pool]
“cardio classes”, “classes”, “24 hours”, “friendly gym”,
“cardio class”, “aerobics class”, “aerobics classes”,
“Zumba”, “yoga”, “fitness classes”, “fitness class”,
“gyms with no contract”, [gym with no contract], [-gym
with a pool]
“senior classes”, “classes”, “silver and fit”, “24 hours”,
“cheap gym”, “family plans”, “gyms with no contract”,
[gym with no contract], [-gym with a pool]
“24 hours”, “cheap gym”, “discount gym”, [silver and
fit], “aerobics classes”, “gyms with no contract”, [gym
with no contract], [-gym with a pool]
“Gym in Reno”, “Reno gym”, “cheap gym in Reno”,
“Northwest Reno gym”, “NW Reno gym”, “24 hour gym
in Reno”, “gyms in Reno with no contract”, [gym in
Reno with no contract], [-gym in Reno with a pool]
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Each Ad Group will have its own set of broad phrase keywords (denoted with “parentheses”),
exact phrase keywords (denoted with [brackets]), and negative keywords (denoted with [-a dash after the
first bracket]). The only negative keywords this campaign will use contains the keyword “pool”, because
that is the only amenity that if someone is specifically searching for, Eagle Fitness cannot provide, nor
persuade the interested customer to join Eagle Fitness anyway, which they often can. The bids for
keywords will be continually evaluated, with more money being allocated to high performing keywords
and others being deleted entirely. The Brand campaign will be geo-targeted, attempting to reach only
those residents within ten miles of Eagle Fitness. All AdWords ads will use Google’s Search Network, in
hopes to increase the CTR and achieving a swell in memberships.
Table 2: Examples of AdWords Ads for Ad Group “Moms”
Search Query: [gym with no
contract]
Search Query: “gyms with kid’s
club”
Search Query: “cheap gym”
Eagle Fitness
Eagle Fitness
Eagle Fitness
No contract, month-to-month
memberships! Join now!
eaglefitnessnevada.com
Free kid’s club with all
memberships, join today!
eaglefitnessnevada.com
At $2.95 a week, visit our website for
a 50% off enrollment coupon!
eaglefitnessnevada.com/746046.html
The “Moms” Ad Group within the “Families” campaign will have half of the budget, since that
group makes decisions for the entire family, as well as conducts most of the web searches. Twenty-five
percent of the budget will go to “Singles”, totaling 75% of the entire budget between the two campaigns
to reach the goal of membership increase of 29.87%. The “Silver” campaign will receive 20% of the
budget, because while they are still a substantial segment for Eagle Fitness, oftentimes they prove to be
more unreachable than they should be. Only 5% of the budget will go to the “Brand” campaign, as most
locals do not search for specific gym in Reno, but Eagle Fitness does get quite a bit of traffic from nearby
cities in California, like Truckee and Folsom. Intuitively, the budget will increase as the fine tuning of the
campaign progresses, as shown in Table 3 below.
Table 3: Suggested Budget by Week and Campaign
Families (50%)
Singles (25%)
Silver (20%)
Brand (5%)
Total Per
Week
$50
($7.14daily)
$75
($10.71 daily)
$125
($17.86 daily)
$25
$12.50
$10
$2.50
($3.57 daily)
($1.79 daily)
($1.43 daily)
($0.36 daily)
$37.50
$18.75
$15
$3.75
Week 2 (30%)
($5.36 daily)
($2.68 daily)
($2.14 daily)
($0.54 daily)
$62.50
$31.25
$25
$6.25
Week 3 (50%)
($8.93daily)
($4.46 daily)
($3.57 daily)
($0.89 daily)
$125
$62.50
$50
$12.50
Total Per
$250
($17.86 daily)
($8.93 daily)
($7.14 daily)
($1.79 daily)
Campaign
Google AdWords will help attain Eagle Fitness Reno’s goals of increasing memberships by
Week 1 (20%)
29.87%, by achieving an average CTR of 1.5%, and an average CPC of $0.90, leading to ~277 clicks out
of a range of 15,000 to 20,000 impressions.
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