ADV 420 - Final Presentation

1. REGAN WATTS
ADV 420
NEW MEDIA DRIVERS LICENSE

2. Background
• Fitness company founded in 2000 by Greg Glassman and
Lauren Jenai
• Considered a physical exercise philosophy and a
competitive fitness sport
• Incudes high-intensity interval training, Olympic
weightlifting, plyometrics, powerlifting, gymnastics, etc.
• Over 10,000 affiliated gyms throughout the world

3. Objective
• Increase awareness of the brand
• Increase activity in CrossFit
• Provide relevant content to our target audience

4. Target Audience
• Male and female
• 20-30 years old
• Healthy, fit and motivated
• Looking for a new workout plan

5. Big Idea
• A main component of CrossFit is acting as a community
• All members share common attitudes, interests and goals
• This digital campaign will leverage what it means to act as
a community
• “Find Your Fit”

6. Social Media
Presence

7. KPI - Metrics
• Timeline: 6 months
• Gather analytical data prior to campaign
• Use HubSpot for the duration of the campaign
• Goals
• Increase Facebook engagement
• Increase Twitter engagement
• Increase the number of followers on Instagram by 200%
• Increase check-ins on Foursquare by 200%
• Increase CrossFit members across the United States

8. Budget
• $4,800/month (total 6 months)
• SEO - $1,920/month
• PPC - $1,920/month
• Social Media - $480/month
• Email - $480/month
__________________________
• Total: $28,800

9. Tools & Tactics
• Facebook
• Sharing relevant content
• Conversational approach
• Followers can post “How-to” questions
• Location services – “Find Your Fit”
• Nearby CrossFit facilities will appear on maps
• Each CrossFit facility will have it’s own Facebook page for
members
• Twitter
• Communication mechanism
• Lead generation tactic
• #FindYourFit

10. Tools & Tactics
• Foursquare
• Lead generation tactic
• Promotional tactic
• Instagram
• “Swipe right” feature for users to donate to their cause: CrossFit
For Hope
• Post pictures of members during workouts and at social
gatherings
• #FindYourFit
• CrossFit Blog: “Find Your Fit”
• Workout of the day, answers to “How-to” questions from
Facebook page, nutrition advice, about us, & locate nearest gym