CASE STUDY

PRINT + WEB CAMPAIGN

My Contributions:  Brand + Content Strategy • Senior Copywriting + Editing • Concept Development • Client Presentation

ALL THE TIME YOU NEED

24-HOUR FITNESS IS THE ONE OF THE LARGEST FITNESS CENTER CHAINS, BOASTING OVER 4 MILLION MEMBERS. YET, IN AN INCREASINGLY CROWDED MARKETPLACE, THEIR ACQUISITION RATE WAS DROPPING.

PROJECT SUMMARY

• Brand + Content Strategy

• Additional Research

• Team Support   

• Concept Development

In other words, our target audience was motivated, and wanted a fitness-center partner that respected their hectic lives and busy schedules.

 

Therefore, we decided to communicate two main points: 1) 24-Hour Fitness gives members all the time they need to pursue their fitness goals and 2) 24-Hour Fitness respects the commitment necessary to get/stay healthy after putting in a full day at the office, with family, or both.

               ow could we reverse this trend? Research showed that, as

               a whole, men used their memberships more frequently

               than women, while women kept their memberships for longer periods of time. In this context, women were seen as the higher-value audience.

 

Moreover, the most common reason women cancelled their memberships with other fitness chains wasn’t cost or lack of motivation, but an inability to get to the gym before closing due to work and/or family obligations.

The “All The Time You Need” campaign communicated these two messages in both humorous and thought-provoking ways, with the “Open 24/7” element always a focal point. Print ads and posters were developed with images of women engaging in strength training, as were concepts relevant to placement. For example, “Open 24/7 Because Your Job Isn't The Only Work You Do” was written for both print ads and commuter areas (e.g., bus shelters.)

 

The microsite took the campaign a step further, reinforcing the

main ideas while inviting site visitors to enter the 2-hour block of time that they were most likely to visit the gym. They could then

H

see a list of classes and events that were available. As you might imagine, members could take advantage of everything their local 24-Hour Fitness center had to offer, even if they chose to work out from 3 to 5 a.m. More than simply an extension of the brand platform, we created the campaign as an invitation for potential members to see 24-Hour Fitness as a partner in their continued health — and a partner that would strive to provide whatever they needed to achieve their fitness goals, day or night. By reminding our audience that

hours weren't an obstacle, we helped them realize they had the time needed to get the job done.

The result: Regional staffs reported overwhelmingly positive responses to the motivational campaign. More 

importantly, 24-Hour Fitness saw a 5%+ bump in memberships, and a dramatic increase of unique visitors to their website.