An Integrated Marketing Communications Campaign Proposal

For Anytime Fitness

Gym Membership Campaign Targeted at College Students

AE: Team leader: Wheat, Robert

AAE (Advertising): Gangala, Gregorio
AAE (PR): Smith, Lorenzo
AAE (Interactive/Internet marketing): Massanova, Francesco
AAE (Direct marketing, sales promotion, personal selling):
Allen, Sean
Table of Contents
Executive Summary.......................................................................................................... 1

Situation Analysis............................................................................................................ 2
Introduction............................................................................................................... 2
Company Background.................................................................................................. 2
Interview................................................................................................................... 5
Survey....................................................................................................................... 7
Planning...................................................................................................................... 12
Targeting................................................................................................................. 12
Positioning............................................................................................................... 12
Campaign Goals and Objectives................................................................................... 12
Communication........................................................................................................ 13
Media Strategy......................................................................................................... 13
Message Strategy...................................................................................................... 14
Integration............................................................................................................... 14
Media Calendar........................................................................................................ 18
Budgeting................................................................................................................ 19
Evaluation................................................................................................................ 20
References................................................................................................................ 22
Appendix A............................................................................................................... 23
Appendix B............................................................................................................... 25
Appendix C............................................................................................................... 28

Executive Summary
The mission of Anytime Fitness is to increase members by targeting college students by
using an IMC campaign. The IMC campaign will have advertisements on TV during sporting
events. This will include NFL, NHL, MLB, and college sporting events. These advertisements
will be 30 seconds long. The objectives of these ads are to try and entice the consumer to be
convinced to try and improve their level of fitness. The ads will also encourage the use of social
media. Social media will be utilized to keep members up to date on Anytime Fitness events and
to create a highly interactive environment.
Fitness seminars will be held at various colleges that will allow anyone to work with
Anytime Fitness personal trainers to learn workout routines, tips and ways to improve their
experiences at the gym. This will allow Anytime Fitness to personally interact one-on-one with
the target market. These events will encourage fitness while also allowing the consumer to gain
awareness about Anytime Fitness and what the company can provide. The goal is to encourage
customers to join and be active. These events will help to establish Anytime Fitness in ways that
other gyms are not doing.
Promotions will be utilized to help increase the amount of new members. These
promotions will consist of non-members being allowed five free visits to the gym before putting
any money down. This will allow potential members to see the benefits they can garnish by
becoming a part of Anytime Fitness. Also, a membership referral program will exist to benefit
current members that recruit new members to Anytime Fitness.

Situation analysis
Introduction

Anytime Fitness was founded in 2001, began franchising in 2002, and has seen
tremendous growth over its life span. However, the company has an issue with brand awareness.
Anytime Fitness lack of promotional efforts has put the company behind the curve compared to
its multitude of competitors. Many people have heard of the large fitness centers like Golds
Gym, Planet Fitness, and 24 Hour Fitness, but Anytime Fitness is usually off the radar of people
who go to the gym. Because of this, it is very difficult for the company to grow, as people who
want to go to a fitness center tend to gravitate towards companies that they are familiar with.
This IMC campaign will focus on increasing consumers awareness of Anytime Fitness among
college students and making sure the company has a fair chance against the competition.
Company Background
Internal Environment
Currently, Anytime Fitness has 2,623 locations across the United States and in thirteen
other countries. From 2009 to 2012, Anytime Fitness revenue increased 24.02%. Membership
costs about $40.00 per month, which is competitively priced against the average membership
cost of $55.00. This membership provides access to cardio equipment, weights, tanning beds,
and group training rooms (Americas most, 2013).
Anytime Fitness is a 24-hour health and fitness center. These clubs are open every day of
the year as a result of security systems that allow members of the club access even during hours
that are unstaffed (Anytime fitness franchise, 2014). For promotion, Anytime Fitness focuses
on having a significant online presence. The company has created Anytime Health, a website and
application that Anytime Fitness members can use to track their workouts, meals, and progress
throughout the year, wherever they are. This website also allows members to connect and
compare their results with each other (Tao, 2013). Anytime Health gives members the ability to

share ideas on new workout plans and diets. The website works as a social media outlet to help
members lead an improved and healthier lifestyle.
Currently, Anytime Fitness relies heavily on social media for its marketing
communication. The company uses Twitter to provide health and fitness information to its
followers. Furthermore, Anytime Fitness uses Google AdWords to attract people to its blog,
where the company has articles on fitness, nutrition, weight loss, and more
(blog.anytimefitness.com). The company is currently doing a promotion where you can join for
just $1.00.
One of the disadvantages of Anytime Fitness is its lack of specialized programs.
Consumers looking for special programs will most likely stray away from the company
(Americas top, 2014). Furthermore, one of the problems is that many gym-goers are unaware
of Anytime Fitness because the company is lacking in its promotional efforts.
External Environment
Currently, health and fitness is a very big craze across the United States. This gives
Anytime Fitness the opportunity to gain many new customers who are looking to lead a healthier
lifestyle. This year, 41 million Americans are members of fitness clubs, half of which are part of
a commercial health club (Weber, 2014).
One of the downsides of the fitness and gym industry is that it is very cyclical. The peak
business comes in the early parts of the year due to a resurgence in New Years resolutions and
people wanting to change their lifestyle (Britt, 2012). However, fitness centers near universities
and colleges also typically see memberships grow during August and September due to students
going back to school. These times of the year can be great for the growth of Anytime Fitness.

The number of fitness clubs grew from 16,938 in 2000, to 29,636 in 2008, and this
number is continuing to increase. Anytime Fitness primary competitors include 24 Hour Fitness,
Planet Fitness, Golds Gym, and YMCA. Also, the colleges are major competitors because they
are free and conveniently located.
24 Hour Fitness, one of Anytime Fitness competitors, has recently adjusted their
marketing strategy. The company has changed to very large fitness centers that are 40,000 square
feet or larger, including swimming pools, basketball courts, and saunas. Also, 24 Hour Fitness
has limited their membership options to 10 different types. 24 Hour Fitness has a broad range of
amenities that can suit many types of people interested in joining a gym (Young, 2010).
Planet Fitness is on the other end of the spectrum, and keeps its gyms as simple as
possible. They originally had more features and perks, but got rid of them as they found them to
be unnecessary for their fitness centers. Also, they focus on people trying to get into fitness,
rather than body builders and people who want to spend hours at the gym. Lastly, they have a
heavy focus on branding, and want their logo to be memorable to consumers (Ohikuare, 2013).

SWOT Analysis
Strengths:

Opportunities:

Weaknesses:

Open 24 hours, 365 days a year

Competitive membership fees
Website and app to track fitness and
health
Buzz marketing: Blog to attract
customers with fitness information

People switching to healthier lifestyle

Growth in the fitness industry across
U.S.

Threats:

Lack of mass media presence

Lack of special programs

College campus gyms

Consumers lack of brand awareness
Cyclical industry
Intensive competition

Interview
A list of interview questions was created based on secondary research to gain initial
insight and knowledge from college students on their gym use and preferences. Five Ramapo
College students were interviewed about their general perception and information sources for
gyms and fitness. In addition, the interviewees were asked about which monetary factors
influenced their decision. This provided insight into what was important to our audience and
what made them choose one gym over another. Social responsibility was also taken into
consideration; this allowed us to establish whether or not a gyms reputation and societal
contributions led our interviewees to be more prone to choosing that gym. Lastly, specific
questions about Anytime Fitness were asked to determine how much information the
interviewees knew about the gym.
General Perception

Most interviewees choose a gym based on the convenience of the location and its
affordability. With these in mind, two of the most popular gyms our interviewees go to are Retro
Fitness and Crunch Fitness. In regards to time, the interviewees tend to go throughout the day,
without a trend at any specific period. Also, they tend to go between 3-5 days a week on average.
The interviewees use free weights most often, however the machines that they use depend on the
day and what workouts they are doing. The types of people who go to the same gym do not
affect the gym that the interviewees choose. Most of the interviewees prefer going to the gym
alone. Lastly, no one is interested in personal trainers. Most of the interviewees go to the
Ramapo College gym.
Communication Channels
The interviewees receive their gym information from friends and the Internet. The two
online websites they use are bodybuilder.com and bodybuilding.com. The interviewees do not
follow fitness accounts or personal trainers on Twitter, and also dont subscribe to fitness
magazines or use fitness apps. In regards to a fitness newsletter, about half of the interviewees
would find it useful, and the other half bothersome. They remember commercials that are
comedic, and also the price of the membership within the commercials.
Important Factors for Purchasing Decision
The price of the gym membership is very important to all of the interviewees. On
average, the most they are willing to spend is $25.00 per month. The distance the gym is from
the interviewees homes is very important as well. On average, the interviewees would travel no
more than 20 minutes to go to the gym. Another important factor in the decision to go to a gym is
the cleanliness. All interviewees stated that the cleanliness of the gym is very important, and that
they would not attend a dirty gym. Furthermore, all of the interviewees are interested in

incentive-based promotions. For example, they are interested in getting a free month off at the
gym and free training sessions for their loyalty.
Importance of Social Responsibility, Reputation, Etc.
The interviewees main concern with a gyms reputation is whether it is clean. Besides
that, the reputation of the gym is not important to them. Most interviewees would be more
interested in joining a gym that sponsors public events. The interviewees do not care if a gym is
eco-friendly.
About Anytime Fitness
Most interviewees have never attended or heard about Anytime Fitness, but they believe
it is a 24-hour gym when they hear the name. The types of advertisements that stand out to the
interviewees are visual ads and physical results from real people. Most interviewees would be
interested in personal training if it was cheap and was able to help improve their workouts.
Furthermore, the interviewees have no interest in learning more about Anytime Fitness, as they
are happy with their current gyms. One interviewee said that he would be interested in hearing
what his friends had to say about the gym. As a result of this interview, it is clear that Anytime
Fitness must focus on brand awareness so more potential consumers know that the company
exists. As of now, no one that was interviewed has knowledge of the company.
Survey
This survey questionnaire was developed based on the information that was acquired
from the interviews. A 5-point Likert scale (1 = strongly disagree, 5= strongly agree) was used.
Using convenience sampling method, 34 data were collected from college students. The purpose
of the survey was to gain college students perceptions when they choose a gym. Lastly, the data
was collected utilizing self-administered surveys.

Demographics
Out of the 30 participants surveyed, 22 were male and 8 were female. Males accounted
for 73.3 percent of the total while females accounted for 26.7 percent. Concerning the age of the
participants, the scale ranged from 18 to 24. The mean score of the ages was 20.53 years. The
frequency scores of ages 18, 19, 20, 21, 22, 23, and 24 were 1, 4, 13, 5, 5, 1, and 1 respectively.
The majority of the participants ages ranged from 20 to 22. In regards to the participants grade,
1 was a freshman, 3 were sophomores, 16 were juniors, 9 were seniors, and 1 was not attending
college. This data shows that the majority of the respondents are juniors, followed by seniors.
These results solidify the earlier finding of a mean age of 20.53 years.
Of the 30 participants, 19 responded that they already have a gym membership. These
findings infer that a relatively high percentage of the target market is already invested in a gym.
This makes it difficult to get them to switch to Anytime Fitness. However, Anytime Fitness can
take advantage of those who do not currently have a gym membership, and attempt to get them
to join Anytime Fitness if they do finally join a gym.
Sixty seven percent of the participants explained they were only willing to spend less
than $20 a month on a monthly gym membership. Thirty seven percent of respondents said they
would spend $21-$30 a month. No respondents said they would pay more than $40 a month.
These findings show that college students are on a strict budget, and are not willing to or are
unable to pay a high monthly rate for a gym membership
Only 17 % of respondents have a personal trainer. This information infers that personal
trainers are not important for college students.
Favorite Gym

Favorite gyms among college students are Retro Fitness (3.13), 24 Hour Fitness (2.73),
and Golds Gym (2.50). Anytime Fitness had a mean score of 1.83, which is the lowest of all five
gyms in the survey. L.A. Fitness was close with 1.97, but there was a larger disparity between the
remaining 3 gyms. These findings suggest that college students are not very familiar with
Anytime Fitness. Because of this, Anytime Fitness must increase awareness and change
consumer attitude towards the brand.
Equipment
In the equipment section, dumbbells and benches were among the most popular
equipment with mean scores of 3.77 and 3.60 respectively. Tread Mills and TRX were the next
most popular pieces of equipment with mean scores of 3.17 and 2.90 respectively. The least
popular were bikes and ellipticals with means of 2.53 and 2.57 respectively. With this
information in mind, it is important that Anytime Fitness has enough dumbbells and benches in
each gym, as it is likely they will be the equipment that is used most often by gym goers.
Important Characteristics When Choosing a Gym
Concerning the important characteristics when people choose a gym, price was the most
important characteristic with a mean score of 4.47, followed closely by proximity to home and
cleanliness, both with a mean score of 4.13. Machines and the quality were the next most
important with means of 3.93 and 3.87 respectively. Sales promotions, free trials, the gyms
reputation, and customer service have means of 3.13, 3.23, 3.50, and 3.53 respectively. Least
important was personal trainers, with a mean of 2.20, which is almost a full point lower than the
next lowest, sales promotions, at 3.13. These findings infer that Anytime Fitness must ensure it
has locations in many different areas so the target market is able to quickly and easily access the

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gyms. Anytime Fitness must focus on having locations close to college campuses to ensure travel
is short.
Gym Information Source
In regards to gym information, the results show that college students rate magazines,
newspapers, TV, radio, and Internet at 2.20, 1.90, 2.67, 2.30, and 3.50 respectively. Furthermore,
the mean scores for billboard, gym, direct mail, and word of mouth are 2.60, 2.73, 2.63, and 3.83
respectively. These findings suggest that the most effective communication channels are through
word of mouth and the Internet. In-gym advertisements and TV come in at third and fourth, but
are greatly diminished compared to word of mouth and the Internet. Newspapers and magazines
are the worst communication channels and are the least important in reaching the target market.
Internet Sources
College students use social networking sites the most. The mean scores of consumer
review, company websites, and fitness websites are 3.83, 2.53, 2.70, and 3.17 respectively. These
findings infer that the most effective way to communicate through the Internet is through social
media and fitness websites. The specific company websites are used less often than fitness
websites, but may still warrant some use. Consumer review, however, is the worst option in
regards to communication channels on the Internet.
Social Networking Sites for Product/Service Information
Social networking sites such as Facebook, Twitter, Pinterest, LinkedIn, and Instagram
have mean scores of 3.67, 3.40, 1.97, 2.03, and 3.37 respectively. The findings infer that
Facebook is the best outlet to talk about Anytime Fitness online. Also, Twitter and Instagram are
two valuable sources to spread Anytime Fitness to the target market. Both Pinterest and LinkedIn
are lacking and are the two worst options in social networking for the target market.

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General Anytime Fitness Information

On the topic of general Anytime Fitness information, the results show that the mean
scores for familiarity with Anytime Fitness, been to Anytime Fitness, and prefer Anytime Fitness
over other gyms are 1.87, 1.67, and 1.67 respectively. Also, the results explain that the mean
scores of reasonable fees, first gym I think about, and want to learn more about Anytime Fitness
are 2.23, 1.73, and 2.60 respectively. These findings indicate that the majority of the target
audience is unaware of Anytime Fitness, and that they prefer other gyms to it. These findings
show that Anytime Fitness needs to greatly increase brand awareness and promotional activities
to ensure the target market is aware of the company.
General Research Findings
The interviews and surveys resulted in a large amount of information that will be
necessary in determining how Anytime Fitness can improve its market share and position in the
gym space. Collecting the qualitative and quantitative data was very helpful in our approach to
understanding what the market wants. The data from both suggested that price and location is
very important to the target market. Insight was also gained on how to better handle promotional
activities. The survey suggested that a focus should be put on social media. This information will
be essential in helping Anytime Fitness gain a more dominant place in the market.

Planning
Targeting
This IMC campaign will be targeting college students across the United States. The target
market tends to not have a set schedule and each individual allocates his or her time differently
when they go to a gym. They tend to go to the gym at least 3 times per week and they attend
gyms that are conveniently located. Furthermore, the target market typically goes to the gym

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alone. The target market wants high quality equipment, affordable memberships, and a gym that
is located near their location.
Positioning
Anytime Fitness will be positioned as a 24-hour gym with affordable membership fees.
Also, the IMC campaign will emphasize the security and safety provided at each and every
Anytime Fitness gym across the country. Furthermore, the campaign will tell consumers about
the affordable membership fees and how comparable they are to the competition.
Campaign Goals and Objectives
The first goal is to increase market share. Currently, many people who are interested in
going to gyms are unaware of Anytime Fitness existence. This makes it very difficult for
Anytime Fitness to attract new members. The next goal is to increase promotion. This is to
ensure potential customers are aware of Anytime Fitness, and will be essential in making sure
people wanting to go to a gym know of the benefits that Anytime Fitness can bring them. Lastly,
the campaign will attempt to increase demand for Anytime Fitness. Currently, Anytime Fitness
tends to be overshadowed by more popular gyms. Increasing demand will help Anytime Fitness
better contest against the competition.

Marketing Goal A: Increase market share

Objective A1: Increase media exposure by 15%% by Q4 2015
Objective A2: Increase brand awareness by 20% by Q4 2015
Objective A3: Increase brand image by 10% by Q4 2015
Marketing Goal B: Increase promotion
Objective B1: Increase sales promotions by 10%% by Q4 2015

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Objective B2: Increase television advertisements by 12% by Q4 2015

Objective B3: Increase direct marketing by 15% by Q4 2015
Marketing Goal C: Increase demand
Objective C1: Increase customer interaction by 15% by Q4 2015
Objective C2: Increase targeted website traffic by 20% by Q4 2015

Communication
Media Strategy
Television, newspaper, Internet, and radio ads will be used to increase awareness of
Anytime Fitness and to persuade viewers to join or look into Anytime Fitness further. These ads
will also serve to remind current or previous customers to renew their subscriptions. Personal
emails to members of mailing lists will also serve as reminders. There will be a main website to
provide information about Anytime Fitness and resources to customers. Facebook and Twitter
will be used to interact with current and potential Anytime Fitness members. Furthermore, there
will be advertisements inside the gyms to inform members of promotions and to keep them
updated on future events.
Message Strategy
The message that Anytime Fitness will disseminate is that Anytime Fitness is a 24-hour
gym with affordable membership fees. Message strategy will include information about how
there are many convenient gym locations across the country. Also, the security and safety that is
provided at every gym will be emphasized. The message will tell consumers how comparable
membership prices and equipment are to the competition.
Integration
Advertising and Internet Marketing

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The IMC campaign will have advertisements on TV during sporting events. This will
include NFL, NHL, MLB, and college sporting events. These advertisements will be 30 seconds
long. They will focus on average people going to the gym at all different times of the day and
night to show that Anytime Fitness is open 24 hours. As the commercial continues, the person
that the advertisement is following will gain transformative results. These results will show the
viewer that anyone can gain results by going to the gym, and that everyone starts somewhere.
At the end of the advertisements, Anytime Fitness Twitter, Facebook, and company
website will be promoted. On Twitter, Anytime Fitness will hold contests where people can
submit side-by-side pictures of themselves to show before and after pictures of their gym
experience. People with the most transformative results will win prizes. These prizes include free
membership time, personal trainer sessions, and classes to help improve gym routines. Twitter
will be utilized as a place members can quickly and easily communicate directly with Anytime
Fitness. It will be used to create a close knit and welcoming community to make all members
feel that they are appreciated and wanted at Anytime Fitness gyms.
On Facebook, Anytime Fitness will hold similar contests to those that will be available on
Twitter. Facebook will be used to create a highly social environment for the Anytime Fitness
community, and for employees to interact with members. Facebook will also be utilized to keep
followers up-to-date on any events that are taking place in the future, allowing interested
members to stay informed.
Advertisements will also be placed on YouTube videos. These advertisements will
coincide with those that are placed on television. They will be placed on fitness and health
related channels, so that the advertisements have a higher chance of being seen by the target
market. Lastly, Anytime Fitness banner ads will be placed on popular fitness websites. These
banner ads will emphasize the 24-hour aspect of the gym and the competitive pricing it offers.

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Internet Marketing and Sales Promotion

This campaign will utilize sales promotions to help increase the amount of new members.
These sales promotions will be available online on the Internet to ensure that the target market is
aware of them. First of all, new potential members will receive five free trial passes after the
consumer provides their name, e-mail, address, and phone number. The promotion will also be
available online on the Anytime Fitness website or at any Anytime Fitness gym. This promotion
will be also advertised on the Anytime Fitness Facebook, Twitter, and company website as well.
Furthermore, a membership referral program will be put in place. This program will give
current members a free month of Anytime Fitness membership for every three referrals they
receive. A referral will include anyone that signs up for at least a one-month membership and
provides the name of the person that referred them. When members fill out referral forms, they
qualify for a raffle and if they win they receive a free year of Anytime Fitness membership. Also,
every month there will be a free guest day. Members will be allowed to bring a maximum of two
guests. These guests will be prompted to provide their information (name, e-mail, address, and
phone number) and will be able to use the Anytime Fitness gyms during this free guest day.
Last, Anytime Fitness Anytime Health program will be used for promotional activities as
well. Members will be able to set health and fitness related goals that they want to reach in a
specified time frame. If the members reach their goals, they will be put into a raffle to win free
months of Anytime Fitness membership, gift cards to restaurants, personal trainers, and fitness
clinics to help improve workouts.
Internet Marketing/Advertising and Direct Marketing
Facebook and Twitter will be utilized to have one-on-one interactions with members and
potential members. This will help to build a sense of community to help members stay active and

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interested in Anytime Fitness. In addition, exclusive Facebook-only and Twitter-only promotions

and incentives will be advertised and published on the websites to encourage attendance and
participation at the gyms fitness seminars.
With the information Anytime Fitness receives from members signing up, attending
seminars, and the referral program, physical mail will be sent out to current and potential
members to share new information and offers. E-mail based weekly newsletters will also be sent
out with exclusive deals and promotions.
On all physical and Internet-based advertisements a phone number to the gym will be
posted. This will serve to anyone inquiring about information or opportunities from Anytime
Fitness, such as locations, services offered, prices, seminar schedules, and employment
opportunities.
Lastly, coupons will be added to mobile-based apps and websites such as Groupon,
RetailMeNot, and Coupons.com. These coupons will provide membership incentives, limitedtime only deals, and location-based coupons.
Public Relations and Internet Marketing
For Public Relations, Anytime Fitness will hold fitness seminars at various colleges that
will allow anyone to work with Anytime Fitness personal trainers to learn workout routines, tips
and ways to improve their experiences at the gym. At these seminars there will be Anytime
Fitness members that are able to talk about their experiences at the gym, and also show the
results that they have achieved by going to Anytime Fitness gyms. These seminars will be
countrywide. In order to get the word out about these college seminars and any other future
events, we will utilize Facebook and Twitter.

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Anytime Fitness will have press releases about the company on major news sites i.e.
NBC, Fox, CNN, etc. In the press releases, there will be before and after pictures of members of
Anytime Fitness gym, showing that anyone can achieve great results. In addition, Anytime
Fitness will have feature articles in popular fitness magazines i.e. Mens Fitness Magazine,
Womans Health Mag, Muscle and Fitness, etc. These messages will help to persuade potential
customers by having a third party speak about Anytime Fitness, rather than have information
come from Anytime Fitness itself.
In an effort to spread awareness within the high involvement fitness community, Anytime
Fitness will sponsor highly competitive fitness events i.e. Tough Mudder, The Spartan Race,
Warrior Dash, etc. Anytime Fitness will also utilize advocacy marketing by sponsoring cause
related fitness events i.e. 5K and Fun Run (Parkinson Awareness Run), Susan G. Komen Race
for the Cure (Breast Cancer Awareness Run), etc.
Media Calendar
This media calendar will help ensure that the target market is consistently seeing
information and news about Anytime Fitness. No matter where the target market consumes their
media, they will be exposed to Anytime Fitness. We chose to spread out of these promotional
efforts so that the target market is not over exposed to the company. This will make sure that
potential customers do not get sick of seeing and hearing about Anytime Fitness. For example,
radio, TBS, and AMC ads will be spread across the year. However, the campaign will utilize
ESPN and Fox Sports advertisements throughout the year. This is due to the nature of sporting
events being year wide, and wanting to gain as much exposure as possible through these
networks. Also, social media will be kept up throughout the year, as a high level of interaction
with members and potential members is a vital part to this IMC campaign. This includes Twitter,

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Facebook, and also YouTube videos. Seminars will be spread throughout the year as well, as
having too many can result in a lack of people per seminar. Lastly, direct mail will be sent
throughout the year to keep members and potential members updated on the latest Anytime
Fitness information and events.

Budgeting
Anytime Fitness budget was very kind due to the company being a Franchise 500
company that wants to expand the brand further. The IMC campaign budget will be comprised of

four sections, advertising, Internet marketing, public relations, and direct marketing. The highest
budget is advertising at $5,150,000 due to the cost for ads at ESPN and Fox Sports. Meanwhile
Internet advertising has $2,250,000, public relations at $750,000, and direct marketing at
$100,000. The grand total for the budget came to $8,250,000.
Advertising
Radio Ads
TBS Ad
AMC Ad
ESPN Ad
Fox Sports Ad

200,000
500,000
1,000,000
1,525,000
1,500,000

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Gym Ads
TOTAL

150,000
$5,150,000

Internet Marketing
Google (Pay Per Click)
YouTube
Social Media (Twitter, Facebook,

$700,000
550,000
750,000

Instagram)
TOTAL

$2,250,000

Public Relations
Seminars
Press Release
Disease Awareness Runs
TOTAL

$250,000
500,000
250,000
$750,000

Direct Marketing
Direct Mail
TOTAL

100,000
$100,000

TOTAL BUDGET: $8,250,000

Evaluation
This IMC campaign will increase demand by focusing on increasing interaction with
current and potential customers, and also by increasing targeted web traffic to the Anytime
Fitness website and social media pages. Interaction with customers will be measured by the
frequency of messages sent to and received by followers on Twitter and Facebook. This will
demonstrate how often the company is communicating with the public, and can be compared to
previous years. Furthermore, targeted web traffic to the Anytime Fitness website will be
measured by directly tracking the number of unique visits every day, and then compared to the

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same period during previous years. Twitter traffic will be measured by the increase in followers
during a given period. Lastly, Facebook traffic will be measured by the increase in likes during a
given period.
The IMC campaign will increase the overall promotion of Anytime Fitness. This will be
done by increasing sales promotions, increasing television ads, and increasing direct marketing
to our target market. The effectiveness of sales promotions will be measured by the number of
new members who sign up during our various promotional periods; these include the months for
seminars, press releases, and disease awareness runs. The effectiveness of TV ads will be
measured by the number of new members signing up who mentioned TV ads as how they first
heard about Anytime Fitness. Direct marketing effectiveness will be measured by the number of
new members signing up who mentioned mail as how they first heard about Anytime Fitness.
The IMC campaign will increase market share by increasing media exposure and brand
awareness. This will be done by utilizing featured articles in popular fitness related magazines
and utilizing television advertisements during popular sporting events. This will be measured by
conducting two interviews, one with individuals who read the fitness magazines that have
Anytime Fitness advertisements in them and the other with the people who watch the sporting
events that Anytime Fitness advertises in. Brand awareness will be measured by tracking the
increase or decrease in numbers of our Twitter and Facebook followers. Brand image will be
measured by closely tracking the amount of negative and positive feedback Anytime Fitness
receives (via Facebook and Twitter).

21

References
Americas most promising companies (2013). Retrieved from http://www.forbes.com/companies/anytimefitness/
Americas top 10 fitness clubs (2014). Retrieved from http://www.abcfinancial.com/abc-articles/americastop-10-fitness-clubs/
Britt, D. (2012). The shape of the fitness industry. Retrieved from http://source.southuniversity.edu/theshape-of-the-fitness-industry-85375.aspx
Ohikuare, J. (2013). The secret of planet fitnesss success. Retrieved from
http://www.inc.com/magazine/201302/judith-ohikuare/the-secret-of-planet-fitnesss-success.html
Tao, D. (2013). The netflix of gyms? Why anytime fitness thinks the future of gyms is online. Retrieved
from http://www.forbes.com/sites/davidtao/2013/08/13/the-netflix-of-gyms-why-anytime-fitnessthinks-the-future-of-gyms-is-online/
Weber, A. (2014). Fitness industry analysis 2014 cost & trends. Retrieved from
https://www.franchisehelp.com/industry-reports/fitness-industry-report/
Young, E. (2010). 24 hour fitness reshapes strategy. Retrieved from
http://www.bizjournals.com/sanfrancisco/stories/2010/06/07/story8.html?page=all

22

Appendix A
A List of Interview Questions
General perception
Which gym do you typically go to? Why?
At what times do you typically go to the gym? Why?
How many times a week and on what days do you go to the gym? Why?
When at the gym, what machines do you typically use? Why?
Do you usually go to the gym alone or with friends? Why?
Do the types of people who attend the gym affect whether or not you go there? Why?
Do you require a personal trainer or help developing a workout routine? Why?
Communication channels
Where do you find out information about gyms?
Do you use websites for fitness information? If so, tell me which websites you use. What kind of
information do you try to find?
Do you follow any fitness accounts on Twitter or Facebook? Why or why not?
Do you follow any personal trainers on Twitter or Facebook? Why or why not?
Do you read or subscribe to any fitness magazines? If so, which ones?
Do you use a fitness-based app? If so, what is your primary use of it?
Do you want to learn more about the gym? Why or why not?
If so, how would you like to receive information?
Would you find an e-mail based newsletter about gym events useful or bothersome?
If useful, how often would you prefer to receive the newsletter?
What do you remember from hearing or seeing an ad on a fitness center?
Important factors for your purchasing decision
What features typically cause you to go to a specific gym?
Would you be interested in joining special gym classes/programs? If so, what kind of
classes/programs would you be interested in?
What kinds of equipment/machines are most important to you to have at the gym?
How much would you be willing to pay for your gym membership?
Would incentive-based promotions further encourage you to join a gym? If so, what kind of
promotions?
How far would you be willing to drive to go the gym?
Do you typically purchase food or beverages at the gym?
How important is gym cleanliness to you?
The importance of social responsibility, reputation, etc

23

How does the reputation of a gym impact your decision for a gym membership?
If you saw a gym sponsoring public events such as community service and fundraisers, would
you be more inclined to join that gym? Why?
How important is it to you that a gym is eco-friendly? Why?
Specific questions (you client)
Have you ever attended Anytime Fitness? Tell me what you know.
What do you think when you hear about Anytime Fitness?
Have you ever heard of Anytime Fitness? Tell me about your experience?
Do you want to learn more about Anytime Fitness? How would you like to receive information?
What kind of advertising would stand out to you? Why?
Are you interesting in receiving personal training? Why?
Any comments?

24

Appendix B
Survey
The purpose of this survey is to examine college students general perceptions on Anytime
Fitness and other fitness centers in order to develop an IMC campaign for Anytime Fitness.
Please be honest when answering the following questions. All surveys are anonymous, and no
information will be shared. Thank you for your time and cooperation.
My favorite gym is
Strongly disagree Strongly agree

Retro Fitness
LA Fitness
Anytime Fitness
24 Hour Fitness
Golds Gym

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

5
5
5
5
5

How often do you use the following equipment when at the gym?
Not often Very often

Dumbbells
Bikes
Tread mills
Ellipticals
Benches
TRX

1
1
1
1
1
1

2
2
2
2
2
2

3
3
3
3
3
3

4
4
4
4
4
4

5
5
5
5
5
5

How important are the following characteristics when you decide on a gym?
Not important Very important

Price
Proximity to Home
Personal Trainers
Machines
Sales Promotions
Free trial
Gym reputation
Customer Service
Quality Machines
Cleanliness

1
1
1
1
1
1
1
1
1
1

2
2
2
2
2
2
2
2
2
2

3
3
3
3
3
3
3
3
3
3

4
4
4
4
4
4
4
4
4
4

5
5
5
5
5
5
5
5
5
5

I receive gym information from

Strongly disagree Strongly agree

Magazines
Newspaper
T.V.
Radio

1
1
1
1

2
2
2
2

3
3
3
3

4
4
4
4

5
5
5
5

25

Internet
Billboard
Advertising in the gym
Direct mail
Word of Mouth (Friends or Family)

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

5
5
5
5
5

I receive gym information from the following Internet sources

Not often Very often

Social networking sites

Consumer review
Company website
General fitness websites

1
1
1
1

2
2
2
2

3
3
3
3

4
4
4
4

5
5
5
5

The social networking sites I use most often for product/service information
Strongly disagree Strongly agree

Facebook
Twitter
Pinterest
Linked In
Instagram

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

5
5
5
5
5

General Anytime Fitness Questions

Strongly disagree Strongly agree

I am familiar with Anytime Fitness

I have been to an Anytime Fitness gym
I prefer Anytime Fitness over other gyms
I think Anytime Fitness membership fee is reasonable
Anytime Fitness is one of the first gyms that comes to
mind
Im interested in learning more about Anytime Fitness

1
1
1
1
1

2
2
2
2
2

3
3
3
3
3

4
4
4
4
4

5
5
5
5
5

Are you currently a member of a gym?

(1) Yes (2) No
How much are you willing to spend monthly on a gym membership?
(1) Less than $20 (2) $20 to $30 (3) $30 to $40 (4) $40 or more
Do you follow any fitness accounts on Twitter or Facebook?
(1) Yes (2) No
Do you have a personal trainer at the gym you go to?
(1) Yes (2) No
Gender:

(1) Female

(2) Male

26

Your age _____________

I am a (1) Freshman (2) Sophomore (3) Junior (4) Senior (5) Other_____________
Thank you very much for taking this survey, and we greatly appreciate your participation.

Appendix C
Data Info

27

Gender
Percent Valid Percent

Frequency

Valid

Female
Male
Total

8
22
30

26.7
73.3
100.0

Cumulative
Percent
26.7
100.0

26.7
73.3
100.0

Statistics
Age
N

Valid
Missing

30
0
20.53
18
24

Mean
Minimum
Maximum

Frequency

Valid

18
19
20
21
22
23
24
Total

Age
Percent

1
4
13
5
5
1
1
30

3.3
13.3
43.3
16.7
16.7
3.3
3.3
100.0

Frequency

Valid

Freshman
Sophmore
Junior
Senior
Other
Total

1
3
16
9
1
30

Frequency

Valid

Yes
No
Total

19
11
30

Valid Percent

Grade
Percent
3.3
10.0
53.3
30.0
3.3
100.0

3.3
13.3
43.3
16.7
16.7
3.3
3.3
100.0

Valid Percent
3.3
10.0
53.3
30.0
3.3
100.0

Member
Percent Valid Percent
63.3
36.7
100.0

Cumulative
Percent
3.3
16.7
60.0
76.7
93.3
96.7
100.0

63.3
36.7
100.0

Cumulative
Percent
3.3
13.3
66.7
96.7
100.0

Cumulative
Percent
63.3
100.0

28

Frequency

Valid

-20
20-30
31-40
Total

17
11
2
30

Frequency

Valid

Yes
No
Total

5
25
30

Spend
Percent Valid Percent
56.7
36.7
6.7
100.0

56.7
36.7
6.7
100.0

Trainer
Percent Valid Percent
16.7
83.3
100.0

16.7
83.3
100.0

Cumulative
Percent
56.7
93.3
100.0

Cumulative
Percent
16.7
100.0

Favorite Gym

Retro Fitness
L.A. Fitness
Anytime Fitness
24 Hour Fitness
Gold's Gym
Valid N (listwise)

Descriptive Statistics
N
Minimum Maximum
30
1
5
30
1
5
30
1
4
30
1
5
30
1
5
30

Mean
Std. Deviation
3.13
1.634
1.97
1.129
1.83
.950
2.73
1.461
2.50
1.408

29

Equipment
Descriptive Statistics
Minimum Maximum

N
Dumbells
Bikes
Tread Mills
Ellipticals
Benches
TRX
Valid N (listwise)

30
30
30
30
30
30
30

1
1
1
1
1
1

5
5
5
5
5
5

Mean
3.77
2.53
3.17
2.57
3.60
2.90

Std. Deviation
1.406
1.306
1.289
1.431
1.499
1.398

30

Important Characteristics

Price
Proximity to
Home
Personal Trainers
Machines
Sales Promotion
Free Trial
Gym Reputation
Customer Service
Quality Machines
Cleanliness
Valid N (listwise)

Descriptive Statistics
N
Minimum Maximum
30
1
5
30
1
5
30
30
30
30
30
30
30
30
30

1
1
1
1
1
1
1
1

5
5
5
5
5
5
5
5

Mean
Std. Deviation
4.47
1.008
4.13
1.306
2.20
3.93
3.13
3.23
3.50
3.53
3.87
4.13

1.324
1.230
1.502
1.591
1.408
1.383
1.479
1.306

31

Information
Descriptive Statistics
Minimum Maximum

N
Magazines
Newspaper
T.V.
Radio
Internet
Billboard
Gym
Direct Mail
Word of Mouth
Valid N (listwise)

30
30
30
30
30
30
30
30
30
30

1
1
1
1
1
1
1
1
1

5
5
5
5
5
5
5
5
5

Mean
2.20
1.90
2.67
2.30
3.50
2.60
2.73
2.63
3.83

Std. Deviation
1.349
1.242
1.422
1.466
1.526
1.404
1.363
1.629
1.416

32

Internet Sources

N
SN Sites
Consumer Review
Company Website
Fitness Website
Valid N (listwise)

Descriptive Statistics
Minimum Maximum
30
1
5
30
1
5
30
1
5
30
1
5
30

Mean
Std. Deviation
3.83
1.510
2.53
1.432
2.70
1.418
3.17
1.392

33

Social Network

Facebook
Twitter
Pinterest
Linked In
Instagram
Valid N (listwise)

Descriptive Statistics
N
Minimum Maximum
30
1
5
30
1
5
30
1
5
30
1
5
30
1
5
30

General
Descriptive Statistics

Mean
Std. Deviation
3.67
1.626
3.40
1.653
1.97
1.450
2.03
1.426
3.37
1.608

34

N
Familiar with A.F.
Been to A.F.
Pre
Fee is Reasonable
First gym I think
about
Want to Learn more
Valid N (listwise)

30
30
30
30
30
30
30

Minimum Maximum
1
5
1
5
1
5
1
5
1
5
1

Mean
Std. Deviation
1.87
1.137
1.67
1.295
1.67
1.061
2.23
1.278
1.73
1.202
2.60

1.429