BodyPlex of Athens

Public Relations Campaign Plan

Hannah Bause
PR Communications
Fall 2014

Public Relations Campaign Plan 2014-2015

Table of Contents
I. Situation Statement

II. Research Needs

III. Target Audiences

IV. Goals & Objectives

V. Strategies & Tactics

10

VI. Evaluation

12

VII. Budget

14

VIII. Timeline

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Public Relations Campaign Plan 2014-2015

I. Situation Statement
History
BodyPlex of Athens is a branch of the overarching BodyPlex franchise, which was
founded in Atlanta by Cleve Long. Longs initial vision for BodyPlex was to represent
the belief that fitness is about more than just another workout. BodyPlex strives to
maintain facilities that inspire people and keep members coming back for more.
Since its inception in 2000, BodyPlex has since opened franchise locations in 13
cities in Georgia and three cities in Puerto Rico. BodyPlex takes pride being Atlantas
fastest growing, full-service health club chain.
BodyPlex of Athens has been the top rated gym in Athens for the past five years.
In July 2014, BodyPlex partnered with longtime rival Omni Club to provide members a
more inclusive fitness experience. Members of both fitness clubs are now invited to
upgrade to a free All-Access Pass to take advantage of all classes, locations and training
opportunities at any of the BodyPlex or Omni Club locations.
Structure
BodyPlex follows a standard franchise model. It offers franchise opportunities to
both current fitness club owners and individuals wishing to enter the fitness industry.
BodyPlex Athens internal structure is heavily based on the idea of team building.
All upper-level management employees are part of the Management and Service Team
and other employees are labeled as part of the BodyPlex Team. Within the BodyPlex
Team, there are KidsPlex childcare staff, personal trainers and group fitness instructors.

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Public Relations Campaign Plan 2014-2015

Competition
Since its partnership with Omni Club of Athens, BodyPlex Athens main
competitor is the Ramsey Student Center at the University of Georgia. Because Athens,
is mainly comprised of mainly college students, BodyPlex must compete with the
recreation center whose fees are included in students annual fees paid to the university.
Other competitors involve specialty gyms in Athens, including:

Fitness @ Five of Athens, Inc.

TRIBE Fitness

Aerofit Trampoline Fitness

Blast 900

Athens Fitness and Mixed Martial Arts

In addition to these, several CrossFit locations have recently opened and become popular
in the area.
Previous Public Relations Efforts
Though there is no specific public relations position at BodyPlex of Athens, the
gym has used several tactics in attempt to gain more local recognition and memberships.
Social media upkeep has recently become one of BodyPlexs main efforts to recruit
members and serve existing members. BodyPlex launched a Facebook page in October
2013 and maintains it well, with content being generated close to 5 days per week. The
Facebook page has 1,080 likes as of October 1, 2014.
The fitness club also has a Twitter account (@AthensBodyPlex) with 137
followers as of October 1, 2014. New tweets are generated almost every day. Tweets
generally regard healthy recipe ideas, fitness tips and motivational stories and quotes.

Public Relations Campaign Plan 2014-2015

In addition to Facebook and Twitter, the club has also ventured out on Pinterest
in an attempt to reach its female members and potential members. The Pinterest page
has 29 followers as of October 1, 2014 and generates similar content to Twitter, often
merging the two.
BodyPlex is currently unfavorably rated on Yelp and Google. Both rating sites
show only a one-star rating on Yelp and a two and one-half star rating on Google.
BodyPlex attempted to counter this online negative presence with its partnership with
Omni Club, but few ratings have been posted since the partnership began in July 2014.
Specific Problem/Opportunity
Since its partnership with Omni Club, BodyPlex Athens main problem is the
fight for memberships within the Athens college student community. Many students opt
to use the universitys Ramsey Student Center rather than pay for a fitness club
experience. In addition to the membership problem, because college students are more
likely to be active on social media, a higher percentage of college student interactions will
boost BodyPlexs social media presence and online ratings.
Another problem would be the unwillingness of existing members to pay for a
planned and specified fitness experience. BodyPlex personal training staff, Omni Club
Fight Club staff, nutritionists and group fitness instructors provide these plans for
members with upgraded memberships.
The biggest opportunity for BodyPlex is to market its superiority to the Ramsey
Student Center and other Athens colleges recreation centers as a place for college
students to reach their personal fitness goals. BodyPlex has newer and more plentiful gym
equipment, free group classes with memberships, better parking and tanning facilities, all
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Public Relations Campaign Plan 2014-2015

of which should be marketed as aspects superior to other gyms in the area. BodyPlex may
also take advantage of the opportunity to market the importance of planned and specified
fitness programs to its existing members in order to prompt more upgraded
memberships.
Needs
The most pressing needs BodyPlex has are the need for new memberships from
Athens college students, the need for existing members to upgrade to more inclusive
memberships and the need for social media presence and ratings to be accurately
reflective of the BodyPlex experience.

Public Relations Campaign Plan 2014-2015

II. Research Needs

In order to determine the necessary strategies and tactics for BodyPlexs
campaign, a number of research studies must take place. A survey should be given to
college students asking their fitness preferences, habits and schedules. This would be
paired with secondary research collected about the best ways to reach college students in
terms of action-based objectives.
BodyPlexs existing members should be emailed a survey about their fitness habits,
goals and desires. This survey may also include open-ended questions regarding
satisfaction and dissatisfaction with BodyPlexs facilities, staff and fitness opportunities.

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Public Relations Campaign Plan 2014-2015

III. Target Audiences

Primary Target Audiences
The primary target audience includes college students both male and female between the
ages of 18-24 in the Athens-Clarke County area. These students attend one of five target
college campuses, including the University of Georgia, University of North Georgia,
Georgia Regents University, Athens Technical College and Piedmont College. Because
Athens is a primarily student inhabited town, college students represent a significant
portion of BodyPlex Westsides target demographic.

Secondary Target Audience

The secondary target audience includes existing members of BodyPlex Athens who
currently hold a baseline annual membership. This baseline membership solely includes
access to gym areas, tanning booths and group classes. These members are an important
target audience because there is great potential to upgrade to higher-level memberships.
These options include various numbers of monthly meetings with personal trainers,
nutritionists, and Fight Club access.

Public Relations Campaign Plan 2014-2015

Tertiary Target Audience
The tertiary target audience would be the managers, trainers, nutritionists, and team
member employees of BodyPlex Westside. These employees are important to reach and
keep informed of events and promotional activities as they are the ones who deal with the
day-to-day interaction with existing and potential members.

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Public Relations Campaign Plan 2014-2015

IV. Goals & Objectives

Goal 1. Become a more well-known and prominent health club choice in the Athens
community.
Objective 1. To increase by 25 percent the awareness of BodyPlex Westside and
all of its fitness program options to university students living in Athens, Georgia
by Dec. 31, 2015.
Objective 2. To increase memberships held by Athens area college students by 15
percent by Dec. 31, 2015.
Objective 3. To increase positive social media feedback from new and existing
BodyPlex members by 30 percent by Dec. 31, 2015.
Goal 2. Shift focus from general memberships to planned and specified fitness programs.
Objective 1. To increase awareness of the benefits of planned and specified fitness
programs by 50 percent among members by Dec. 31, 2015.
Objective 2. To increase upgrades from general memberships to personal training
or Omni Fight Club memberships by 10 percent by Dec. 31, 2015.

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Public Relations Campaign Plan 2014-2015

V. Strategies & Tactics

Strategy 1. Create opportunities among college campuses in Athens for students to learn
about BodyPlex and its various fitness programs.
Tactic 1. Host monthly information sessions at the five target college campuses in
Athens. In May, June and July the majority of classes are not in session, so
information sessions will not be held during those months.
Tactic 2. Create promotional materials to distribute at college dormitories and
other popular campus locations, including flyers, posters and giveaways.
Strategy 2. Convince college students in Athens that BodyPlex is the best place to fulfill
their personal fitness goals and encourage them to join.
Tactic 1. Allow college students to experience one week of free, baseline
membership at BodyPlex locations, followed by a 50 percent discount on their
first month should they sign a membership contract within the span of the
promotional week.
Tactic 2. Have male trainers visit chapter meetings of all Greek sororities to
promote the existing 10 percent off memberships for all sorority members.
Include an additional 50 percent discount on the first month for those who sign a
membership contract within one week of the meeting.

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Public Relations Campaign Plan 2014-2015

Strategy 3. Provide incentives for new and existing members to rate the fitness club
positively on social media and rating sites.
Tactic 1. Give members who follow the organization on all social media platforms
(Facebook, Twitter and Pinterest) a free Bodyplex t-shirt until supplies run out.
Tactic 2. Post Rate BodyPlex on Yelp! labels with QR codes that link to the site
on all cardio machines.
Tactic 3: Host a 5K in partnership with local Athens nonprofit organizations with
BodyPlexs Twitter handle and #GetRidOfTheGobble posted on signs and gift
bags.
Strategy 4. Create messages for existing members with baseline membership packages to
learn more about upgrading to planned and specified fitness programs.
Tactic 1. Create flyers to be placed throughout BodyPlex Westside that highlight
the benefits of planned and specified fitness programs.
Tactic 2. Send emails and text messages to members encouraging them to take
advantage of one free personal training session with their existing membership
package.
Strategy 5. Stress to existing members the importance of planned and specified fitness
programs and encourage them to upgrade from their existing membership plans.
Tactic 1. Host a monthly workout class spotlighting various personal trainers,
Fight Club trainers and nutritionists to speak with members about how they can
benefit from upgrading their membership packages.
Tactic 2. Run a 50 percent off the first month promotion throughout the month
of January for members who upgrade to a planned and specified fitness program.

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Public Relations Campaign Plan 2014-2015

VI. Evaluation:
Goal 1. Become a more well-known and prominent health club choice in the Athens
college community.
Objective 1. To increase by 25 percent the awareness of BodyPlex Westside and
all of its fitness program options to university students living in Athens, Georgia
by Dec, 31, 2015.
Evaluation: Survey Athens college students from the five campuses
mentioned above about their fitness preferences, where/if they workout,
and how much they pay for memberships, and what program options they
know are available to them. Survey once before the campaign starts, once
at the midpoint and once at the end.
Objective 2. To increase memberships held by Athens area college students by 15
percent by Dec. 31, 2015.
Evaluation: Compare the number of memberships held by students at the
beginning and end of the campaign to determine growth.
Objective 3. To increase positive social media feedback from new and existing
BodyPlex members by 30 percent by Dec. 31, 2015.
Evaluation: Compare number of positive and negative social media posts
on Facebook, Twitter, Instagram and Yelp at the beginning, midpoint and
end of the campaign,

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Public Relations Campaign Plan 2014-2015

Goal 2. Shift focus from general memberships to planned and specified fitness programs.
Objective 1. To increase awareness of the benefits of planned and specified fitness
programs by 50 percent among members by Dec. 31, 2015.
Evaluation: Survey members via email about awareness of programs at the
beginning and end of campaign. Place two of the flyers by each door of
the facility and monitor traffic via members scanning their ID cards upon
entry and exit.
Objective 2. To increase upgrades from general memberships to personal training
or Omni Fight Club memberships by 10 percent by De. 31, 2015.
Evaluation: Record number of baseline memberships at the beginning of
the campaign, paired with members names and ID numbers in order to
identify the percentage of which upgraded during the promotional time
period.

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Public Relations Campaign Plan 2014-2015

VII. Budget
Tactic
Info Sessions

Promotional Materials for Colleges

Items
Venue

Meeting Areas/Classrooms

Giveaways

3 Quest protein bars per school per session

Personnel Time

60 sessions x I hr salary

Products

One Week Free for College Students

Membership

Visits to Sororities

Personnel Time

Flyers for BodyPlex members

Flyers

# of Items

Cost per Item

Total

no cost

no cost

150

$24.99 per box of 12 bars

$324.87

60

$9.00

$540.00

Pens

100

$0.56

$56.00

Frisbees

100

$0.79

$79.00

Flyers/Posters (50 per school)

250

Printed in House - no cost

no cost

no cost

no cost

None

Flyers

400

Emails and Text Messages

Monthly Workout Class

Personnel Time

12 sessions x 1 hr salary

50% Off First Month

Membership

None

Printed in house - no cost

no cost

no cost

$9.00

no cost

no cost

no cost

12

Tshirts for Social Media

Shirts

100

$8.95

$895.00

Labels for Cardio Machines

Labels

40

Printed in House - no cost

no cost

Free when requested by ARHS

no cost

Get Rid of the Gobble 5K

Venue

UGA 5K Course
Stage Rental

$35.00

Permits
Food

$200

Quest Bars

75

$24.99 per box of 12 bars

$74.97

225

$74.75

15 Bags

Tap water/ $5.98/12 bottles of

Gatorade
$2.00

300

$3.50/100 cups

$10.50

Chips (Variety Bags)

20

$5.98

$119.60

Number Bibs

75

$31.95

Pins

150

$3.50

BodyPlex Bracelets

100

$0.62

$62.00

Tanning Coupons

75

Printed in House - no cost

no cost

Tshirts

75

$8.95

$671.25

Mini First-Aid Kits

75

Donated by ARHS- no cost

no cost

Water/Gatorade (100)
Ice
Cups

Race Equipment

Goody Bags

Advertising

Banner

$33.74

Fliers

100

Printed in House - no cost

no cost

Post Cards

200

$7.49 for 50

$29.96

$75/4 weeks

$300.00

Borrowed - no cost

no cost

Donated by ARHS- no cost

no cost

Pre-owned by BodyPlex

no cost

Newspaper Ad
Miscellaneous

$30.00

Tables and Chairs

Medical Equipment
Timers

TOTAL

$3,572.09

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Public Relations Campaign Plan 2014-2015

VIII. Timetable

The timetable is also formatted as an Excel spreadsheet, which will be sent to all
employees and management personnel. Weekly reminders will be sent out to personnel
who are taking part in any of the tactics implemented throughout the course of the week.
A separate, more detailed calendar will be created for the planning and execution of the
5K.

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