LA Fitness Digital Marketing

Digital Marketing
Marketing Camapign
Paid Media
Social Media

Project Overview

The Ask: Develop, execute, and optimize a BETA program to drive high-intent leads and online sign-ups for select LA Fitness locations during the critical pre-New Year period, when gym sign-ups peak at 12%.

For my specific portion of this project, I focused on the following: determined KPIs, audience & persona, call-to-action (CTA), and social media strategy for this campaign.

KPIs, Goals & Strategy:

The primary KPIs include guest count, guest pass activations, and member sign-ups. To achieve these objectives, I analyzed how these strategies align with the marketing funnel.

Our determined strategy to drive leads and increase member sign-ups will be executed through targeted media and email marketing campaigns.

Visual Strategy

LA Fitness’s Persona & Audience

Audience LA Fitness Persona

Current LA Fitness Members

Age

  • 26.6% of customers are ages 18-34, with ages 65+ trailing @ 20.5%

  • 55-64, 45-54, and 35-44 make up the lowest share

Location

  • 36 locations across Texas, mature clubs

Members Look Like the Following:

  • Fitness enthusiasts

  • Social extroverts seeking group workouts

  • Beginners exploring their fitness journey

  • Loyal LA Fitness members eager to earn more rewards
Additional audience metrics not shared for client confidentiality.

Call to Action - Holiday Campaign

Share the Gift of Fitness and Enjoy Rewards Together— Double Your VIP Points and Gift 50% Off Initiation!

The intent behind this campaign is to promote friendship, touch on the idea of communication and connection in our messaging, and tie these themes into the wellbeing and resolution for the new year. Engage community, wellness, and support to be part of something bigger during the holiday season.

Primary Goals:

  • Increase member engagement during and after holiday season

  • Drive new members by enticing existing subscribers

  • Promote community within the fitness branch

Campaign Highlights:

  • Active members are incentivized with double VIP points

  • Buddies receive 50% off initial sign-up fee

  • Special holiday-themed classes to attract participation (i.e: “Holiday HIIT”, “Festive Yoga Flow”)

Media Strategy - Social

The LA Fitness social media platforms should focus on creating content that provides some sort of value. Additionally, community management with other creators should be a consideration when thinking about engagement.

Recommended Thought-starters:

  • Trendjacking: Tapping into real-time trends, and making it relevant to our
    campaign

  • Educational Content: Provide best tips and advice to audience

  • Community Management: Respond to comments, build relationship with
    followers

Align tone & voice across LA Fitness franchises:

Actionable Recommendations:

TARGET: Buddies/Potential New Members

  • Fitness Newcomers - Motivated to try out a gym for the first time

    • “Start your fitness journey with a friend & get 50% off your sign-up fee!”

  • Former Gym Members - Motivated to getting back to the gym

    • “Return to fitness this holiday season with a friend & enjoy exclusive discounts!”

  • Wellness Seekers - Focus on health improvement, social experiences

    • “Join your best friend for a healthier holiday season and save on membership costs today!”

From Organic to Paid - Persona Target:

Social Media Platforms:

  • Expand reach on Facebook & Instagram

  • Identify posts that are doing well & boosting

Audience:

  • Age Groups: 18-34, 45-54, 65+

  • Active LA Fitness members, Infrequent gym members

Phrase Match Keywords:

  • fitness classes near me

  • workout classes for beginners

  • holiday fitness deals

  • gym membership discount

Benefits of Paid Media Attributes:

  • Providing information to audience

  • Leveraging paid influencer marketing

  • Showcasing LA Fitness’s current promotion

  • In line with the season - recent campaign for retail holiday