YMCA SHAC St. Lawrence College Matt Pacaud & Kaytee Connor Student Health Athletic Centre

SWOT Analysis  Strengths – Convenient location for students, wide variety of classes and equipment  Weaknesses – Hard to bring in new customers, from our research we found a lot of people are intimidated by the gym, as well as very little awareness  Opportunities – Opportunity to bring in new cliental by offering prizes, doing events, social media marketing and advertising.  Threats - There aren’t any threats that come with this except the fact that other gyms may do the same sort of events.

Marketing Challenges Challenge : - Shame, not knowing how to properly use equipment, not feeling comfortable in gym How we planned to overcome this : - By changing the SHAC’s marketing and advertising strategies to decrease the client’s level of uncertainty. As well as hosting events in the gym to encourage clients to meet already established members and become familiar with the equipment

Competitive Analysis  West end of Kingston: Progress Fitness, Omega, Premier Fitness, Goodlife Fitness  East end of Kingston: Goodlife Fitness, YMCA x2, Queens University, RMC Fitness Center  Small city with a lot of gyms  GoodLife open 24/7 also has an all women’s gym  Queens has Olympic lifting platforms

Objectives – Social Media  Focus on YMCA SHAC Facebook and Twitter page  Build content and community through pages by having more posts, more interactions, polls, online event calendar, encouraging people to upload videos and photos

Objectives - Posters  Love SHAC month poster, FB cover photo  Biggest Loser campaign poster, media screen ad, and logo

Sample campaign ad

Objectives – Campaign idea  “Biggest Loser”  For people who want to lose weight  Would get more individual attention with trainers and equipments  Gym would have to set aside time where only people that sign-up and trainers would be in there  Whoever looses the most weight after the amount of time we decide on wins a prize or money, as well as getting to feel good about themselves!

Creative Strategy, Theme, Big idea, Creative appeal technique  BIG IDEA - Biggest loser, Drop the Baggage  Theme – Helping people get over their shame and motivate them  Contest - All throughout March (month desired) we will be advertising this contest through posters, social media and plasma TV ads to convey the message: There is nothing to be ashamed of we all start somewhere.  Creative appeal/technique – Done by our creative design team & create a logo that can portrait loosing weight and gaining confidence, no pictures or real or really fit people.

Audience Analysis  Current cliental consists of students that attend SLC full and part-time  Range from ages 17-35, males and females  Teachers and staff also attend the gym  From the research previously conducted we found that the students that live on campus (residence) or near campus are the one’s utilizing the gym the most

Positioning Strategy  Every bit of marketing we do for the YMCA SHAC is based on making our clients feel comfortable in our gym, becoming familiar with it’s equipment as well as regular gym-goers, and giving them that one on one help they need

Media plan  Each promotion/event we have provided posters as well as FB cover photos and plasma screen ads  During the March (desired month) will be focused on building buzz and preparing for the campaign  Sign-up sheets online as well as around the school  Regular updates on social media before and during event

Sample Updates  Make-it-happen Monday  Toning Tuesday  Weight Wednesday  Training Thursday  Firming Friday

Sample sign-up sheet

Budget  Love SHAC Month100$ in Prizes  Drop the Baggage200$ In Prizes  Design WorkFree  Printing Free From School  Research Free From last Semester

Evaluation  The success of this campaign will be measured in a few different areas: online, social media has and will be included in all aspects of this campaign, monitoring their online presence to find out whether or not they gain followers, likes, favourites, and discussions.  The campaign will also be measured through its success with the number of people who sign up and attend the event

Timelines (Calendar)