Digital Marketing
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A targeted campaign directed towards for green consumers with a conscious ‘wanting to be fit, but not attracted to the usual fitness gym of mirrors and television’ will make good use of resources. These Roy Morgan values segments will work well with the ‘alterative’ approach to fitness offered by Guru fitness. Young Optimists aged 15 to 34. This aspirational group is “more image-conscious, can withstand the effects of high-intensity training and has more available leisure time” (Ibisworld, 2018). ‘Young Optimism’ is open minded, values style over fads, and favours a long term outlook. Socially Aware aged 35 to 54 These inner-directed individuals have migrated to doing exercise through social media / YouTube could also respond well to more holistic approaches to gym fitness. https://pixabay.com/photos/fitness-jump-health-woman-girl-332278/
IbisWorld (2018) report the saturated gym and fitness market in Australia is expected to grow at an annualised 4.8% due to trends in ‘health consciousness’, ‘growth of ‘social media fitness models,’ and ‘promotions by governments’ to encourage individuals to take responsibility for their own health. Functional fitness gyms are attracting affluent and time-poor consumers. An increase in self quantifying. Substantial growing acceptance of a holistic approach to wellbeing and related practices such as meditation, Pilates and yoga. Greater awareness of the health issues associated with a sedentary lifestyle, poor posture (computers) leads consumers to improve flexibility, balance and core strength. People aged between 15 and 34 are overrepresented in their use of gyms. Increased popularity of fitness models on social media platforms like Instagram and Facebook ‘promoting the idea that anyone can improve their health and fitness’ and providing ‘exercise plans’.
End frame = Owl represents knowledge achieved through biometric tracking Call to action to get the app Image: Owl by Chraecker (Public Domain CC0) https://pixabay.com/photos/owl-bird-eyes-eagle-owl-birds-50267/ Image: Hand by Clikr (Public Domain CC0) https://pixabay.com/vectors/wall-hand-street-percent-fist-48277/
Media Mix Phase 1. Phase one uses interactive media to create a combination of high repetition personalised appeals and innovative engagement using online media, social media, outdoor, viral marketing, promotional campaigns, sponsorships/endorsements designed to generate additional earned media. This part uses online ads (Google YouTube, Facebook) to specifically target segments within the greater target audience. By using fitness influencers on YouTube, the campaign seeks to encourage high involvement users to share their experiences of personalized transformation with Guru Fitness app. Fitness gurus arrive at university campuses to track students’ biometrics at kiosks and the results make for some engaging creative teasers shared widely. (92 per cent of audience’s trust earned media – McStay 2016). Guru fitness registers as a not-for-profit.org to create extra buzz. Source Image: Public Domain (CC0) retrieved 19 September, https://pixabay.com/illustrations/illustration-videogame-graphics-1736462/
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Creative Branding Campaign Design

$1,500.00

Creative branding campaigns and research. Custom your own. See examples below.

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End frame = Owl represents knowledge achieved through biometric tracking Call to action to get the app Image: Owl by Chraecker (Public Domain CC0) https://pixabay.com/photos/owl-bird-eyes-eagle-owl-birds-50267/ Image: Hand by Clikr (Public Domain CC0) https://pixabay.com/vectors/wall-hand-street-percent-fist-48277/
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