Challenge: To market the over 600+ group exercise and aquatic classes at 10 individual fitness facilities throughout the bay. Assets must consistently represent and elevate the $8.9 billion brand and include enough differentiation for individual and new class identification.
Approach: Deliver consistent creative assets across various marketing channels for a comprehensive program launch. Create image-forward assets for quick viewer comprehension. Include the appropriate amount of information for each asset's particular touchpoint. For example, a flyer is more informative, while a digital slide includes minimal info to accommodate those members passing by in seconds. Additionally, calls to action on flyers and digital slides will include a QR code, placing more info and a means to register directly in the hands of the prospect. Assets are activated three weeks before the start date, always ensuring an action, like registration, can be taken at that time.
Result: Vibrant creative assets catch the viewer's eye and allow for easy scanning and digestion. Y members are informed and register via the scheduling app for upcoming classes and programs.
