The Back Story:
Austin Fit Magazine is a local (free) publication in ATX. You can pick it up at Whole Foods, Central Market and gyms around town. Every January the magazine publishes the “Best of Austin” awards from 2010. The article highlights local restaurants, gyms, yoga studios, etc. This year CrossFit Central & our Boot Camp program (Relentless Boot Camps) was up for nomination. We’ve been nominated before but couldn’t quite clench the win. So this year we knew we had to come up with a plan.
Why Do We Want the Award?
1. It’s GREAT publicity
2. Brand Recognition
3. We will reach thousands of Austinites as one of the go-to reader recommended spots for fitness in Austin
The Plan:
We had 4 weeks to campaign for this award. Since that was quite a bit of time we decided to focus heavily on week 1 & week 2 to make a powerful impact. Below was our strategy
- Week 1: Full Out Initial Attack
Posted on all 3 of CrossFit Central’s websites
Posted a link on the sidebar of the website
Coaches posted on their blogs
Coaches began announcing in classes
Messages went out on Facebook & Twitter - Week 2: Some Mentions
Link remained on the side bar
Mentioned at least once a week on twitter & Facebook
Coaches mentioned on their twitter & Facebook roughly once a week - Week 3: Some Mentions
Link remained on the side bar
Mentioned at least once a week on twitter & Facebook
Coaches mentioned on their twitter & Facebook roughly once a week
Reminder went out in a 3 company newsletters - Week 4: Final Attack
Full post on all 3 of CrossFit Central’s websites
Reminder on the bottom of every post that went up on the website that week
Link remained on the sidebar
Coaches announced everyday in classes
Email specific to this voting went out to our entire database of 2,500+ people - The Closer - Social Media Bomb
Web Smith created a Social Media Bomb Strategy and on Monday morning at 10am it was put in place. It generated over 60+ Twitter retweets and mentions, this calculated to be about 87,000 impressions (or $8,700 in advertising equivalence). For a full analysis on this strategy and how you can implement it in your gym, click here
DEC
About the Author:
Garage Gym Blueprint is dedicated to bringing systems and practices that a proven to run a successful Garage Gym and or Fitness endeavor. Modeled after the success of CrossFit Central and many other Austin Fitness Brands, the GGBP is driven to help others make their vision a reality.