Georgia Bowers
The Fitness Bank
Social Media Marketing
Strategy Template
Background and experience (you not the company)
I have had plenty of experience in customer service with working at Leicester Tigers, Pandora
and River Island. I have a BTEC National Diploma in Business Retail Pathway (level 3). I also
have an AS in Media. My current job is it at River Island and I am head cashier on ladies wear,
I help cash up and organise paperwork at the end of the night to make things easier for
banking. At Leicester College I was manager of the mock shop and I had to visual merchandise
everything for all four seasons (kids wear, ladies, men’s and home). I’m currently doing an
apprentice course with SSC learning and Digital Marketing Mentor. The course is about social
media and how to use it in businesses it’s also a BTEC so I will earn some qualifications from
it.
Situation Analysis – Fitness Bank


Customer profile (appendix 1)
Market segments
AJ’s inactive
customers


AJ’s active
customers


The Fitness
New
Bank’s
Customers.
customers who
aren’t willing
to move.
SWOT Analysis (appendix 2)
Market Focus
Market Penetration =
Existing markets + existing
products.

The Fitness
Bank’s
customers who
are willing to
move.
Product Development =
Existing markets + new
products.
Market Development =
New markets + existing
products.
Decision Making Process – the user tends to be the person (the customer) who makes
the decisions maybe taking the family membership out and just letting the customers
go pay as you go.
Decision Making Unit – the recipient, because it’s up to them what kind of membership
they can afford.
Marketing Mix (Appendix 3)
Business goals and objectives
- Get AJ’s inactive members into active Fitness Bank members.
- Listening to active AJ members on their views to make them feel comfortable and
included.
- Communicate the benefits of the new gym to The Fitness Bank customers
- Changing The Fitness Bank members’ routines.
Social Media Marketing Strategy
Business
Strategy (R.A.C.E.)
Objective(s)
Get AJ’s inactive Convert
and
members into active engagement
Fitness
bank
members.
Tactics
Facebook – voucher
code so they could
come to classes free
for a week to try them
Tools to use

Facebook events
to get people
involved with a
out.
video of a demo
of the class.


Listening to active AJ Engagement.
members on their
views to make them
feel comfortable and
included.
Communicate
the Awareness
benefits of the new
gym to the Fitness
Bank members
Facebook – could have
an additional facebook
group to be used to
engage with member
from both clubs. Have
someone from the club
be the admin so they
feel involved.
Youtube – testimonials
from members who
have seen the new
gym and their opinion
and also videos of the
classes as little demos.





Changing
Fitness Awareness, act
Bank
members’
Facebook group –
make a group so

Promotion statues
to get people
involved.
Direct messages
to people who like
the page but don’t
attend.
Facebook polls.
Fourms on the
website.
Groups
Facebook.
on
Making
demo
videos of the
classes
and
posting them on
facebook and into
facebook events
so people can see
what sort of
classes are going
on.
Posting
testimonials on
the
website
showing
what
existing
customers think of
the gym so new
customers
can
see what it’s like
rather than just
reading text. Also
having videos of
staff members so
customers
can
see who is who
and what they do
for the gym and
how they can help
the customers.
Buddying people
routine.
people can car share
on certain nights to
make sure people can
get to classes and so
people can get on and
make friends. This
could be called The
Fitness
Bank
‘Buddying’ scheme.
up so that they
can
attend
classes or train
with someone and
lower the cost of
transport.
You
could
use
Facebook
to
make a group so
that it is private
and you have to
invite people to
join
so
that
customer data is
safe and people
can say where
about’s they are
and who they can
take with them on
what nights.
Social Media Channel(s) Selection
Social Media Channel
Youtube
Facebook
Twitter
Reason for selection
To video and show
customers the classes that
is ongoing in the gym and
to engage customers into
wanting to attend these
classes.
Target audience(s)
Possible new customers or
AJ’s existing customers who
haven’t attended the new
classes that have come from
The Fitness Bank and vice
versa The Fitness Bank
customers
who
haven’t
attended the current classes
that AJ’s Fitness.
Can have polls to see how Current customers of both AJ’s
much
customers
are Fitness and The Fitness Bank.
enjoying classes, can also
see if some classes are
needed or not needed
anymore. Can also engage
with customers and post
youtube
videos
onto
facebook.
Although
existing New potential customers.
customers may not use
twitter new customers
could possibly use it and
want to follow the gym.
Reputation management
Activity
Identify keywords to listen out for
How?
Gym, fitness, fitness clubs, health, gym for.
Monitor and respond to conversations about
your brand
Reply to customers on Facebook and
website directly for people to see how you
handle the situation.
Have a look on Klout, follow anyone who’s
locally influential (a regular member who
everyone looks too)
Say how it is going to be dealt with.
Identify key influencers
Respond to negative comments
Content creation
Type of content
Location to be posted
Competition
Facebook
Videos of classes.
Youtube/ Facebook.
Videos of staff
members.
Facebook
Key message(s)
(D.R.I.P.)
To get customers
involved and wanting
to win the prize. (P)
Show members and
potential customers
what you do what
classes you have
going and how they
run.
So customers know
who the friendly
faces are and how
they can help the
customer.
Target Group
New Customers
and AJ’s inactive
members.
New Customers.
Fitness Bank
Customers and
AJ’s Customers.
New Customers.
AJ’s customers.
TFB Customers.
Timescale
Activity
Facebook Voucher codes for the free classes.
Facebook Group to engage both clubs members.
Youtube Videos for testimonials and class demos.
Making the ‘buddying’ group on Facebook.
Facebook events for classes.
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End
Appendix 1.
Name - Bodybuilding Bella.
Age – 30 +
Gym Needs – Working on bodybuilding.
Personal –
Issues –





Married
2 children
Owns a house.
Has disposable income to fund her hobby
of bodybuilding.
Work –

Key messages –
Currently has an office job that pays well.
Goals –





That most of the weights are going to
be changed into cardio machines.
Not having enough room for weights.
Not wanting to leave her current gym
but thinking about it.


Keeping the weights at the gym.
Making sure there is enough room for
the weights and all the people wanting
to use them.
Benefits –
Reach the level of bodybuilding she
desires.
Be able to go into competitions in body
building.
Be able to retire early and spend time with
her children.



Bella will keep her gold membership at
the gym.
She’s also the voice of other
bodybuilders so she’ll reason with them
to stay.
She’ll recommend the gym to others.
Name – Class Loving Lilly
Age – 18 – 20
Gym Needs – wants to workout but with fun.
Personal –
Issues –








Single.
Living at home still.
No major income.
Loves doing things with friends.
Constantly on Facebook and checking her
news feed.
Work –



Key messages –
Just finished school.
Has a part time job at a high street store
that doesn’t pay a lot so not much
disposable income.
Goals –





Not a lot of income.
Working funny shifts.
Not always having the transport to get
there.
Doesn’t like using anything else in the
gym.
Doesn’t know which classes she’d like.




Focus on the pay as you go
membership.
Make Facebook events so she can see
and plan how to get to the class.
Make clear of the new opening times.
Make youtube videos so she can look
at classes.
Benefits –
Wants to have a successful job in retail
Hopes to have a house of her own.
Family
To be able to go on holiday to the
Caribbean.



She can come to classes with friends.
She can come whenever she wants to
what class she wants.
Doesn’t have to pay for a full
membership so she can afford to come
every so often to the classes she likes.
Name – Cardio Carl
Age – 30
Gym Needs – just to keep himself healthy.
Personal –




Engaged to be married.
2 small children.
Owns his own house
Occasionally has a look on Facebook.
Work –





Busy at work so needs to go in the
evening or on the weekend.
Doesn’t want to spend too much if he’s
not going to use it.
Key messages –
Is a self-employed plumber with no
assistants.
Goals –

Issues –


Opening hours are later.
Can have a family membership so that
the family could go with him while he
does his workout.
Benefits –
Set his kids up with a good life from
working hard.
Be able to retire early.
Have a nice house.
 Going with the family.
 Being able to go after work.
 Having good open hours on the
weekend.
Name – Step class Silvia
Age – 60+
Gym Needs – Just to keep healthy and have
something to keep busy in the day and meet
friends.
Personal –
Issues –







Married.
3 Children.
4 Grandchildren.
Living in a bungalow.
Not on social media sites.
Work –


Key Messages –
Used to be a social worker.
Now retired.
Goals –


Can’t use the buses until after 9.30.
Only wanting to use the step up classes
so doesn’t want to pay for a full
membership to go on other machines.
Sometimes can’t afford a lot with her
pension.
 Classes are on all throughout the day,
some times more than once.
 Introduce her to more than the one
class that she might be interested in by
showing her the demo videos of other
classes.
 Pay as you go membership would be
perfect as her pension doesn’t cover a
lot.
Benefits –
To keep busy in the daytime and to keep
fit and healthy.



Being able to pay when she wants to
turn up.
Maybe being interested in other classes
than just the step classes.
Making friends at the classes.
Appendix 2
SWOT Analysis
Strengths –








Friendly
Classes are a USP (unique selling
point)
Good price
Good value
Good use of social share buttons
Staff merging together
Good use of engaging people
Customers are going to meet new
people.
Opportunities –



Blend members to create a new
culture.
Enhance brand perception
Enhance customer awareness
Weakness –





People not liking change
New location not ideal to some
existing TFB customers.
No pool
Large portion of inactive AJ members.
AJ members worried of equipment
change.
Threats –




Four other local gyms
Inactive/old members may leave.
AJ’s culture could be a threat to TFB
TFB customers not willing to move
with them.
Appendix 3
Marketing Mix.
Price –






Product –
£3 pay as you go + £20 joining fee
Full membership £33
Daytime £26.40
Flex 1 £13.20
Flex 2 £22
Causal £4.50
















Cardio Gym Machines
Weight lifting
Classes;
Pilates
Fab abs
Step
Kettlecise
Total body conditioning
Zumba
‘pump it up’
Slow tone
Blast aerobics
Circuit training
Yoga
Tai chi
Legs bums and tums
Places –




Facebook
Twitter
Website
Leaflets
People –



Customer service
Face to face at the gym
Recommends from others
Partnership –
 TBA
 Double decker
 Ladies kick boxing
 500 club
 Sports therapy.
Promotions –

TBA
Physical experience –



Friendly
Good help
Fun
Process –

TBA = information not known, to be supplied by client.
Relevant services e.g. therapy for
injuries