Building a social media presence as part of promotional efforts for a fitness center in San Diego, CA.
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Diego’s Vibes
Diego’s Vibes Description:
-
Mission Statement:
Diego's Vibes is more than a fitness
center; it is a community. We are committed to helping you to live a fit and
healthy life and enjoying a better workout experience among supportive people.
-
Marketing Mix:
·
Prices: The gym
membership prices are compared to other fitness centers. A Members pays a
$36.00 for entrance fee at registration time. The Gym offers three types of
memberships: Bronze, Silver, and Gold. Customers who choose the Bronze
membership are mostly students and will receive few benefits. Sliver members
who are mainly middle-class will receive great value based on their membership.
Gold members who are upper middle-class and high class will receive the most
benefits.
o
Bronze membership monthly rate is $ 19.99
plus taxes and the annual rate is $ 287.88 plus taxes. In addition, the first
month is free. The benefits are:
§
Use workout equipment.
§
Locker rooms for each member.
§
One free bottle of water 16.9 Oz per
day.
§
Members can access any gym they want.
o
Silver membership monthly rate is $
39.99 plus taxes and the annual rate is $ 455.88 plus taxes with one free
month. It has a lot of benefits:
§
Use workout equipment.
§
Locker rooms for each member.
§
One free bottle of water 16.9 Oz per
day.
§
One free energy juice.
§
One Free Guest Workout for one day per
week.
§
Daily Use of Hydro massage.
§
Nationwide travel privileges to over
10 Gym locations
§
Twice access to pool per month.
§
A 1-Yoga class per month.
§
A 10 % off on Organic restaurants.
o
Gold membership monthly rate is $ 49.99
plus taxes and the annual rate is $ 575.88 plus taxes with one free month off.
It has a lot of benefits:
§
Unlimited group exercise classes
including Yoga, Zumba, and Les Mils Body Pump
§
Unlimited Spinning classes.
§
Unlimited use of pool.
§
Access to Women’s Only Fitness Studio
§
Free babysitting while you exercise.
§
Free access to a family member.
§
Unlimited use of Tennis, Golf, and
Baseball.
§
A 25 % off on organic restaurants.
§
A 10 % on Cruises.
§
A 30 % off at children department at
Diego's store.
§
A 10% off on football tickets.
Product: It is
important that Diego’s Vibes have a branded store at the fitness center because
it helps to increase revenue and increases brand loyalty. The products that
Diego’s Vibes sell are:
o
Vitamins and supplements: nutrition
protein bar, shakes, powder.
o
All-natural nourishment: fresh organic
fruit, energy juice.
o
Sport equipment: gloves, stick golf,
tennis elbow brace, waist back support.
o
Gym accessories: towel, key medals, bags, headphones.
·
Services: The gym
offers unique services which includes:
o
Classes: aerobic, Zumba, Hip hop
dance, yoga, circuit, cycling.
o
Services: personal training, Jacuzzi,
massages, sauna.
o
Property: café, gulf, pool, and store.
o
Valet parking: located in specific
centers.
o
Nutrition Consult: lose weight, pregnant.
·
Place: Diego's
Vibes centers are located in different areas, such as Bay location, in 5-stars
hotels and busy areas. Bay and hotel locations are target high-class customers
who want to have VIP services and luxurious touches. In addition, it is more attractive
for members and their friends or families to meet at the club. It also gives
the brand high position. While the other locations target students and people
who want only to do their workouts.
o
Bay locations:
§
On Mission Boulevard San Diego, CA
92109
§
Vacation Road, San Diego, CA 92109
§
East Mission Bay Drive, San Diego, CA
92109
o
Hotels location:
§
The US GRANT Hotel: Broadway, San
Diego, CA
§
Marriott Marquis & Marina: 333 W
Harbor Drive, San Diego, CA
§
Park Hyatt Aviara Resort, Golf club
& Spa: San Diego, CA
o
Busy area:
§
Balboa Avenue, San Diego, CA
§
Ocean View Boulevard, San Diego, CA
§
University Avenue, San Diego, CA
§
Bonita Road, San Diego, CA
§
Olympic Parkway San Diego, CA
§
E Palomar Street, San Diego, CA
Promotion: Currently,
Diego's Vibes advertises on TV, billboards, and magazines. These old methods do
not help bring more customer to Diego's Vibes centers. Also, using traditional
advertising costs more money and it does not target all Diego's Vibes market
segment.
o
Diego's Vibes serves a welcoming free
lunch each month to welcome its new members, which helps builds relationships
among new and current members.
o
The new promotion strategy will focus
on Social Media Marketing. Platforms that will be used are Facebook, Instagram,
and Pinterest. This new promotion method will increase the brand awareness,
brand loyalty and attract new customers. It is the best way to engage with
potential and current members.
Social Media Competitive Analysis:
-
Introduction:
The Bay Club is a fitness center
located in California, and it has a variety of club amenities, includes
aquatics, basketball, cycling, fitness center, group exercise, fitness
training, tennis, and yoga. Anytime Fitness and Chuze Fitness are the main competitors
of the Bay Club in San Diego, California. Like any other fitness club, The Bay
club uses Social Media Marketing to increase brand awareness, customer loyalty,
and revenue by sharing useful and informative content, offering promotions, and
building long-lasting relationships with the target audience.
-
Social Media Overview:
·
Social
Audience:
All three companies are using
Facebook, Instagram, Twitter, and Pinterest, the primary channels for their
social media marketing (See
Appendix A). The Bay Club is below average for
social audience, ranking 3rd out of 3 among its competitors. The total number
of social audience for The Bay Club is 52.6 K. Anytime Fitness leads with an
audience of 476K, and it has the largest audience on Facebook, Twitter, Instagram,
Pinterest, and Google+, but for YouTube, the fitness center has 0 subscribers.
Chuze Fitness has 55.6 K social audience in total, and many these social
audience comes from Facebook.
·
Social
Activity:
The Bay Club was below
average for total social activity, ranking 3rd out of 3. Between Oct
23 and Oct 29, 2017, Chuze Fitness posted 76 posts on all its channel, and 23
of these posts were on Pinterest. Anytime Fitness published 41 posts, and 16 of
these posted were on Twitter, while The Bay Club had published 16 posts in the
total, and 7 of them were on Instagram. (see
Appendix B)
Breaking down social activity by each
social media channel for the same period, on Facebook, Anytime Fitness, The Bay
Club, and Chuze Fitness published 10, 6, and 6 posts respectively. On
Instagram, Chuze Fitness posted 14 times, while Anytime Fitness and The Bay
Club published 7 posts each. Chuze Fitness published 30 posts on Pinterest, and
Anytime Fitness shared three posts, but The Bay Club did not post any. On
Twitter, Chuze Fitness tweeted 18 times, and Anytime Fitness tweeted 14 times,
while The Bay Club did not tweet on that week.
·
Social
Engagement:
The Bay Club was below average for
total social engagement, ranking 3rd out of 3. Over the same period, Anytime
Fitness’ total number of engagement was 10.9K, which was the highest number of
the three competitors. Breaking down the Anytime Fitness total number of
engagement, it had 66.5%, 31.5 %, and 2.4% on Facebook, Instagram, and Twitter,
respectively. Chuze Fitness’ total number of engagement was 4.24K, and
Instagram accounted 31.2% of that engagement. The Bay Club had the lowest
number of total engagement with 1.27K, and Instagram was estimated at 81.2% of
that number. On Twitter, the total engagement in that period was 240 for
Anytime Fitness and 152 for Chuze Fitness.
-
Social Media Posts:
1. The Bay club
The Bay Club personality on social
media shows the brand is luxurious and professional, and the language used is
simple and original. The purpose of using social media is to educate and sell.
The Bay Club uses a different type of content including images, short videos,
and blogs. The fitness club shares informative and educational content on how
to live a healthy lifestyle, healthy recipes, and workout tutorials. It seems
that The Bay Club is reposting their blog content on their Facebook and
Pinterest pages. On Instagram, most of the fitness center content is
motivational speech, inspirational workout, healthy food preparation, and
membership promotional offers in forms of photos and video. The Bay Club
incorporates their social media content with these main hashtags including
#bayclubhappy, #bayclubfit, #bayclubs, and #happinessishere. For The
Bay Club, the best times to share content on social media are 2:00 P.M. and
10:00 P.M. Overall, The Bay Club social media engagement rate across other platforms
is unsatisfactory and below the average compared to its competitors.
The most popular post was a $100
giveaway contest on Instagram. The post has instructions on how to win this
$100 consumer gift cards, and the hashtag #giveaway and # bayclubhappy are
included. The engagement rate is 2.76%, which is the highest compared to other
posts that the fitness center posted during that week. This post received 236
likes and 101 comments.
2. Anytime Fitness
Anytime Fitness voice in social media
is inspirational and professional, and the language used is mostly simple,
practical, and motivational. Anytime Fitness’s purpose of using social media
marketing is to educate, engage, motivate, and sell.
Anytime Fitness uses various contents
including photos, videos, blogs in all their different social media platform.
On Facebook, Anytime Fitness shares educational and inspirational content
including interesting health facts and tips and healthy recipes. Also, the
fitness center uses Facebook to highlight members' success stories in achieving
their goals. For Instagram, Anytime Fitness shares inspirational and
motivational images of their members, contests, and gym equipment to engage
their audience. #AnytimeFitness is the main and only hashtag used on Anytime
fitness’s Instagram. After analyzing Anytime Fitness social media posts, the
afternoon time, between 11:00 and 5:00, are the best times to post content on
social media. The audience engagement across Anytime Fitness social media
platforms are satisfactory compared to its competitors.
During that week, the most popular
post was an article from Anytime Fitness's blog posted on Facebook which
features the health benefits of chocolate. The engagement rate is 0.63% which
is the highest compared to other posts that the fitness center posted during
that week. This post got 1.81K reactions, 44 comments, and 52 shares.
3. Chuze Fitness
Chuze Fitness demonstrates its voice
on social media as a friendly, casual, and joyful brand. Chuze Fitness content
uses a simple language and incorporates them with humor, and the purpose of
using social media is to educate, entertain and engage with the target
audience. Chuze Fitness maintains content consistency across all social media
channels which includes images, video, GIF images and articles. Chuze Fitness
combines their social media posts with these hashtags: #chuzefitness
#chuzefamily #fitnessmotivation, and #gymmotivation. Overall, the social media
engagement rate for Chuze Fitness surpasses its competitors. For Chuze Fitness,
the best times to share content on social media are 2:00 P.M. and 10:00 P.M.
The most popular post is a meme
picture on Instagram. This post features a dog that was on a 6 months’ healthy
diet which resulted in a positive body weight compared to a heavier body weight
after being on vacation for 10 days. The engagement rate is 4.82% which is the
highest compared to other posts that the fitness center posted during that
week. This post accumulated 399 likes and 14 comments.
Diego’s Vibes Social Media Marketing Campaign:
a.
Main Objectives:
The main goal of Diego’s Vibes’ social
media campaigns is to increase the brand awareness and expand the customer base.
The main objectives are:
1. Gaining 20,000 new
followers on social media channels (Facebook, Instagram, and Pinterest) in the
first quarter of 2018;
2. Increasing engagement
through number of likes, shares and follows
3. Generating leads by increasing the number of membership sign-ups
that are coming from Diego’s Vibes’ social media channels.
b.
The Target
Segments
Diego’s Vibes’ social media campaign
is focusing on three different segments:
1.
People aged around 30- 45 who aim to
lose weight. They are highly committed to the gym. They tend to use social
media channels, such as Facebook, Instagram, and YouTube to look for healthy
recipes, tips, and weight loss success stories and who aim to lose weight to
watch workout videos for losing weight.
2.
People who see fitness centers as a
place to socialize and make friends. Most of them are females aged between
25-40. They enjoy working-out as a group, such as yoga, meditation, fitness,
and dance classes. They tend to use Groupon to do fun & leisure activities.
They are most likely to use Pinterest, Instagram, Facebook, and Blogs to look
for gym deals for group classes around them and for fun new workouts. They
often join Facebook fitness groups to share fitness interests.
3.
People who are coming to fitness
centers to accomplish certain goals, such as runners, professional and college
athletes, and people who build up summer bodies. This group is aged under 30.
They tend to use social media heavily: Facebook, YouTube, Snapchat, Instagram,
and Pinterest. The content they look for includes trendy sport clothes, latest
sports equipment, motivational speeches and success stories.
c.
Social Media
Platforms and The Reasons for Selecting Them:
Diego’s Vibes is spreading on Facebook,
Instagram, and Pinterest as a startup. The determinants that Diego’s Vibes uses
to choose the right social media channels are: the target age group and the
gender of the audience, the nature of the service, the type of content and the
number of users. Based on Statista, September 2017, Facebook comes in at the top
of social media channels, exceeding 1 billion monthly active users. 700 million
active users are on Instagram and 200 million active users are on Pinterest.
Most of the users are from different genders and ages between 20 - 50, except
Pinterest the majority of its users are females.
Diego’s Vibes is using both visual and
written content, such as images, infographics, videos, and articles which work
perfectly on the three social media platforms. On Instagram, the photos are
educational with promotions and deals. On Facebook, the content is varied
including articles, images, motivational quotes. On Pinterest, the content is
more feminine, such as dance class promotions, diet, and nutrition for healthy
women.
In general, Diego’s Vibes’ brand is
promoted well in its online presence which is professional and inspirational
with simple and fun language.
d.
the
campaign Description and relevant hashtags:
o #beyourcoach is the main hashtag of the campaign. The idea is you
can be your own coach. The concept of the campaign is to help people gain inner
motivation and make them believe in themselves, and convince them that they
have the ability to change their unhealthy lifestyle, either physically or
mentally.
There are four relevant hashtags that
support the concept of “believe in yourself and you can do it”
o #bedetermined hashtag is for people who want to accomplish certain
goals. This tells them that you are able to achieve your objectives and you
need only to be determined.
o #shapeyourmind hashtag is for encouraging people to join mental
fitness classes, such as meditation / mindfulness and yoga classes. The target
audience is people who have a lot of tasks to do and are suffering from
focusing to achieve the tasks. People who work under pressure and need stress
relief are also targeted. Mental fitness classes are usually conducted in a
group, so it targets people who enjoy group fitness classes.
o #Diegosvibespink is a seasonal hashtag for breast cancer
awareness. Diego’s Vibes Fitness club spreads awareness through supportive
posts and quotes.
o #AskDiegosvibes is a general hashtag that works as customer
service. Under this hashtag people can ask questions related to fitness,
healthy food, and the response will be given by professionals and experienced
coaches and nutritionists.
o #Diegosvibeshealthylifestyle is a general hashtag that will be
under content giving healthy tips, such as photos, videos, and articles.
In general, the content is
motivational, inspirational, and educational. The materials that are posted on
social media channels are various, such as facts about burning calories with
simple moves, health and fitness tips, the benefits of mental fitness classes.
Finally, with appealing hashtags, and the relevance of the content of each
hashtag, the brand will expand the number of customers, encourage them to
engage with the content, and eventually apply cross-sell and upsell techniques
to increase average order values and profit margins.
Execution of Diego’s Vibes Social Media
Marketing Campaign:
Diego’s Vibes Social Media Marketing Campaign KPIs:
After launching Diego’s Vibes social
media marketing campaign to increase the brand awareness and engagement, it is
required to measure the KPIs for Facebook, Instagram, and Pinterest.
- KPIs to
measure the brand awareness on Facebook
·
Page likes
·
Page visits
·
Impression
·
Reach
·
Brand mentioned
- KPIs to measure increase engagement on
Facebook
·
Post like
·
Post comment
·
Post share
·
Clicks
·
Stories created
- KPIs to
measure brand awareness on Instagram
·
Brand mentioned
·
Numbers of followers
·
Reach
- KPIs to
measure increase engagement on Instagram:
·
Post likes
·
Post comments
·
Post shares
·
Clicks
·
Story created
- KPIs to measure brand awareness on
Pinterest:
·
Impressions
·
Brand mentioned
·
Engagement rate
- KPIs to
measure increase engagement on Pinterest:
·
Number of Pins
·
Pinners
·
Repins
·
Number of Clicks
Budget Allocation:
Diego’s Vibes’ goal is to increases brand
awareness and boost engagement. Diego’s Vibes will spend $20,000.00 on social
media platforms focusing more on Facebook, Instagram, and Pinterest. The budget
will be allocated on following necessary elements to create annual campaigns.
·
To allocated $ 6,500 for content
creation, such as writing, videos, and images.
·
To allocated $ 2,000 for promotions, such
as gift card and a free class.
·
To allocated $ 5,000 to hire an
experienced employee to manage social media platforms.
·
To allocated $ 3,000 to buying technology
software for monitoring, scheduling, and analytics campaigns.
·
To allocated $ 3,500 paid social media
advertising for all platforms, Facebook, Instagram, and Pinterest.
Diego’s Vibes will follow three
strategies to measure campaign success. First, a weekly analysis will focus on
the campaign’s performance. Next, a monthly analysis will focus on stop or
tweak the current advertising, and create new social media marketing campaign.
However, if needed, it will reallocate the budget for each platform depending
on the performance. The last strategy is to review the campaign performance
quarterly if changing its campaign strategy is required.
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Appendix:
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Appendix:
Appendix (A): This a table shows Social Media Audience
number of each social media channel for each fitness companies.
Appendix (B): A screenshot of the total number of Cross-Channel
Posts on social media for the three fitness companies.
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