Social Internet Marketing Plan

1. Stow • Tyngsboro
New Media Marketing Proposal
Created By
Lindsay Skirven Lucarelli
April 2009

2. Outline Stow • Tyngsboro
• Overview
– Marketing in a Social Web World
– Social networks: beyond myspace and facebook
– Competitor’s Website: let’s evaluate
Global Fitness Center’s Strategic Intent
•
Global Fitness Media Platforms
•
Phase Development Plan
•
Monthly Themes
•
Email Marketing Campaign
•
Global Fitness website
•
Brand Ambassador Program
•
Next Steps
•

3. Marketing in a Social Web World Stow • Tyngsboro
Create a Two way
relationship communication
(not an event) (not one way)
Build
Organic
Communities
(not synthetic)
(not a website)
Being everywhere
Integration
(not just in your
(not interruption)
domain)
Source: Building a Community with Social Media and Web 2.0 – A Cisco Product Launch Case Study
www.slideshare.net

4. Social Networking Stow • Tyngsboro
beyond myspace and facebook

5. Competition: It starts with the website Stow • Tyngsboro
For Example: www.mysportsclubs.com
Information, Promo
s, Events
New Things Work Out Smart:
Suggested Workout
based on desired results.
Multiple locations
Missing Options:
Promotion: New
•Stay Connected
membership
•Community
incentive.
•Trainer Profiles
•Online group training
registration/payment
Online
membership
purchase option
Membership
satisfaction survey

6. Global Fitness Centers: Strategic Intent Stow • Tyngsboro
• Enhance the Global Fitness Center brand with existing
members and prospective members.
• Maximize membership experience and revenue potential.
• Expand membership base.
• Promote GlobalFitnessCenter.com as the primary
communication vehicle for the gym’s on-goings.
• Identify and engage with a visible community.
• Create synchronized – but, independent (Stow, Tyngsboro) –
online community platform centers.

7. Global Fitness Media Platforms Stow • Tyngsboro
Three mediums need to be leveraged to identify and engage a community around the
Global Fitness facilities.
GlobalFitenssCenter.com
(existing website)
GlobalFitnessTrainerBlog
Global Fitness E-zine
Member Discussion Boards
(start a monthly e-zine)
(create a weekly blog)
Distribute via
Email
Database
Promote via
Social
Networks

8. www.GlobalFitnessCenter.com Stow • Tyngsboro
the website is the hub of all internet-based marketing efforts. All communication must be
synchronized in the purpose, message, and branding – but, linked back to the main website.
Provide a Link Weekly Blog and Allow online
Complimentary Monthly E-zine purchases.
Download •Website is the hub •Make learning and
purchasing price easier.
•Ensure synchronization
•Trainer’s 4-week workout
amongst all media •Be transparent.
•Exercise of the day
platforms •Include trainer
•Give the consumer
•Monthly themes profiles, client
something that is relevant
testimonies, calendar, and
•Make a reader want to
price information.
come back by creating a
purpose for a return.
Sign-up for Email Offers Read our blog Follow us on: Share This

9. Phase Development Plan Stow • Tyngsboro
•Website enhancement •Create social network groups • Did you learn something about your
Phase 2 - Engagement
Phase 3 - Assessment
Phase 1 - Information
(facebook, sparkspeople, meetup.com) members that you didn’t know before?
•Trainer profiles
•Connect website to social network •Did your members learn something about
•“stay connected on updated”
pages (and vice versa) you?
•Regularly update and post on website.
•Trainer’s Blog •Were you able to engage your members
•Online purchase option
in new conversations?
•Identify and leverage strategic business
partnerships that target the same •Do your employees have an effective
•Organize and utilize membership
audience new tool for external feedback and
database
reputation management?
•Apply new membership incentives to
•E-zine
specific area groups.
•Free Exercise Download
•Go Live with Brand Ambassadors
•Incent to participate in online
•Solicit online feedback after training
membership survey.
sessions, new BTS launches, special group
•Build Dave’s Facebook training, or other one-off programs.
•Synchronize face-to-face and in-the-gym •Create a recipe swap and member
collateral with online media content and message board that connects the
format. community.
•Collect email addresses at every possible
point.
•Promote website in-the-gym.
•Initiate Brand Ambassadors

10. Monthly Themes
All communication must be synchronized while offering relevant content that addresses the readers’ Stow • Tyngsboro
needs, challenges, and desires. A monthly theme plan will help ensure synchronization, while creating a
plan of relevant subject matter.
May June July August Sept October
Theme TRX Suspension Competition and Resolutions: 6 Kids Fit Month – Before (and After Get Ready- the
System Training months after – fuse yoga with – which should Holidays are
how are you karate be in January) coming!
doing?
Profile Announce new Coaching and To help you Partner with local Start leverage Programs that
training training for 5Ks, assess your karate studio social networks can keep
equipment and 10Ks, triathelons, progress with any and market a to create a people stress
certification of etc. Make it fitness-orientated Kids Fit month at group of 5 free, on
the Global relevant for 2009 resolutions Stow Shopping people that will schedule, and
trainers. weekend warrior. Plaza. be chronicled healthy during
with their before- the holidays.
and-after
transformations.
On the website Videos, links, Member profile – Get a trainer to Show places of Client diaries – Healthy recipes.
promotion, free 3 members – 1 make-over a interest for active allow people to
trial day, trainer older, 1 triathlete, new member’s kids/families. comment and Promote
profitles, 1 weekend food shopping Download a cheer them on! Gather’s Kitchen
warrior. Have habits. Chronicle fitness routine for Links to social to pre-make
Ifitbook.com them be it online and kids. network groups healthy family
promotion assessed by Julie. PROMOTE IT. Suggest fun Link to dinners.
music for families sparkspeople.co
Get a member to m Feature 15
who has been minute blast
military to train workouts.
and evaluate
online.
E-zine content In development In development Launch E-zine. Kid-approved Start offering Discount for
Incorporate meals, pictures, local businesses subscribers to
suggestions, feature the child feature spots Gather’s Kitchen.
workouts, etc. care staff Include stress-
reducing yoga
poses.

11. Email marketing Campaign
Regular communication is essential for any impactful marketing plan. Maximize existing resources • Tyngsboro
Stow to
distribute gym information, schedule changes, announce new groups, etc. To compliment monthly
themes and to continuously reach out to members, drive at least 2 email campaigns a month.
May June July August Sept October
Theme TRX Suspension Competition and Resolutions: 6 Kids Fit Month – Before (and After Get Ready- the
System Training months after – fuse yoga with – which should Holidays are
how are you karate be in January) coming!
doing?
1st email Announce TRX 3 Member’s It’s been 6 month Check out our e- Twitter hit, if
and create Profiles that are since….. zine to get great something to say
electronic training for a promotions, gym
collateral around local Road Race, Just a reminder insight, schedule
it. 1st Triathlon, or ? we are here to updates, etc.
help you with
your goals – even
if you got side-
barred.
2nd email Updated Class Start a morning Here are some Twitter hit – hey, We have new
Schedule run club – 6am at great things you check out our classes – make
coming up and Delaney. All can do at home site to chat with sure to pick up
a chance to try welcome! if you can’t get our new trainer your BINGO card
TRX after a class to Global….. to get entered
Invitation: Group for the IPOD
Ride with – BTW – Lorraine shuffle.
triathlete training burned 900 Meanwhile – try
member calories at some new Group
yesterday’s Ride classes.
Class. You go
girl!
3rd email Have you heard Special Do you know?
the buzz? They promotion at We love
love it! (include Marx Running Sparkspeople.co
testimonials from Shop in Acton for m – you can join
the trial and Global Members. Free and get
announce the great fitness tips

12. Brand Ambassador Program
Social network sites help facilitate conversations between individuals, not companies. Once you haveStow • Tyngsboro
a
sense of what people are talking about, it’s time to identify the appropriate people inside Stow and
Tyngsboro to participate.
Find the People
People want to have conversations with company representatives who are
experts in their area, who are passionate about their work and who are
empowered to act on the feedback they receive from the community.
Identify the best of the best to act as your Global Fitness Brand Ambassadors.
Set Rules of Engagement
Establish a social media policy that offers guidelines to your employees on the
appropriate way to engage in online conversations. Microsoft’s Channel 9
Doctrine is a good place to start.
Define Your Strategy
Social media is comprised of many different platforms. Rather than trying to
participate in all of them, begin with one or two that seem to make the most
sense. Having an engagement strategy will help to determine how much time
employees will devote to social media communications, what will be the
focus areas for engagement and it will help to measure success.

13. Next Steps Stow • Tyngsboro
•Design header for email blasts
Get email database ready •Activate email database and ensure efficient management of address changes and additions.
•Prepare a portion of email to allow people to “unsubscribe.”
•Implement purchase process, requiring email submission.
•Include all class, group training, and private training/trainer descriptions, prices, and schedules.
Enhance Website •Incorporate download initiative, requiring email
•Consider adopting membership portion of the site, if discussion boards will be done.
•Announce Website enhancement
Initiate Email marketing •Introduce TRX news via email and website. Synch up with focused in-the-gym communication.
plan •Distribute new Group Class schedule, including descriptions of the classes.
•1st target activation date is May 1, 2009
•Work with web host to evaluate their e-zine and blog host offerings.
•Design a magazine cover and determine an approximate value for the e-zine.
Create an e-zine •Develop format and determine if revenue potential exists or is desired
•Go live with e-zine in July / August. And distribute via email database, allowing readers to unsubscribe.
Design Blog Concept and •Assign Blog Authors and meet to outline expectations, calendar, content, etiquette, etc.
•Utilize email database to announce blog site and give reader option of unsubscribing.
Roll-out •Consider going live in January 2010
Implement Brand •Identify brand ambassadors and get their buy-in on their role via social networks.
•Identify the two most relevant social network sites and leverage Global’s presence.
Ambassador and Social •Link social network pages to Global’s website, inviting visitors to become a friend.
network plan •Go live in September 2009