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Digital Communication Strategies used by Local, Regional, and National Gyms

Holly Batchelder - Tufts University - August 2014. Digital Communication Strategies used by Local, Regional, and National Gyms. Why Gyms? . Window of opportunity for health & fitness organizations Obesity epidemic (phys. inactivity & nutrition) Increased gym advertising & competition

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Digital Communication Strategies used by Local, Regional, and National Gyms

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  1. Holly Batchelder - Tufts University - August 2014 Digital Communication Strategies used by Local, Regional, and National Gyms

  2. Why Gyms? • Window of opportunity for health & fitness organizations • Obesity epidemic (phys. inactivity & nutrition) • Increased gym advertising & competition • Local gym promotion efforts • Risqué ads • Differences between local, regional, national chains?

  3. Dedham Health & Athletic Complex (DHAC) • 1 location • Target Audience: everyone; families • Mission: • To be recognized as the premier health and wellness facility in the northeast • To attract and retain a diversified clientele with our various programs and service • To provide customers with exceptional service and expert instruction in a safe, enjoyable, and motivational environment resulting in consistent use and extraordinary experiences

  4. DHAC Web

  5. DHAC Social Media • Facebook • Twitter • Instagram • Youtube • Blog

  6. DHAC Social Media

  7. DHAC Mobile • No apps • Optimized for mobile

  8. SWOT

  9. Beacon Hill Athletic Clubs • 8 locations • Target Audience: “average” young professionals • Mission • We’re your down-the-street, friendly, neighborhood place to work out where everyone is welcome. We’ve been around for over 20 years and we pride ourselves on great locations, sparkling clean facilities, state-of-the-art equipment, innovative programs, and the friendliest, most engaging staff anywhere

  10. Web

  11. DHAC Social Media • Facebook • Twitter

  12. Social Media

  13. Mobile • No apps • Not optimized for mobile

  14. SWOT

  15. Equinox • Locations nationwide (56+) • Target audience:highly successful young professionals • Mission: • Since its inception in 1991, Equinox has developed a lifestyle brand that represents service, value, quality, expertise, innovation, attention to detail, market leadership, and results

  16. Web

  17. Social Media • Facebook • Twitter • Instagram • Youtube

  18. Social Media

  19. Mobile • June 16th, 2014: introduction of iOS mobile app • Captures data from members’ wearable devices and provides simplified visualization of activity and movement inside and outside of equinox clubs • Website optimized for mobile

  20. SWOT

  21. Overall Comparison • Dedham • Obvious effort to compete with city gyms • Competitive social media/ web strategy • Beacon Hill • Convenient location; offers essentials • Basic social media/ web strategy • Equinox • Lifestyle brand • Highly organized social media/ web strategy

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