balance fitness communication plan

Stay Fit | Stay Green

Stacy Levyn - Chief Executive Officer

Kinnari Desai - Vice President of Marketing

Christopher Mendez - Vice President of Communications

555 Wilshire Blvd., Santa Monica, Ca 55555Phone: (555) 555 - 5555www.Balance-Fit.com

Table of Contents

Executive Summary………………………………………………...

Fact Sheet………………………………………………………….

CEO Letter…………………………………………………………

Press Release………………………………………………………

Competitive Analysis……………………………………………….

SWOT Analysis……………………………………………………..

Marketing Report…………………………………………………..

White Paper………………………………………………………..

http://balance-fit.com


EXECUTIVE SUMMARY

With climate change on the rise it is necessary now more than ever, for every organization to be environmentally

conscious with its operations. Balance Fitness is a green powered fitness center designed to promote individual health and

environmental awareness. Launching its first facility in Santa Monica, CA Balance Fitness offers easy-to-use fitness ma-

chines, knowledgeable instructors, and an energy efficient interior. The fitness center presents each member with the op-

portunity to see the amount of energy created on each machine through a visual display chart. This chart measures energy

in the form of a watt-hour, that is then recycled and reused to power machines, electronic devices, and lighting. Members

are health conscious individuals who fall in the age range of 12-82. Balance Fitness is dedicated to member education

regarding environmental change as well as personal wellbeing. Balance Fitness believes that all businesses, especially ones

that affect a consumer’s life on a daily basis, should have environmental change as a part of its mission and vision state-

ments. Through partnerships, and promotional events, Balance Fitness hopes to increase every member’s responsiveness

towards this movement.



FACT SHEET

Mission

At Balance Fitness, we believe it is our mission to promote individual health and environmental awareness. We are com-

mitted to providing people of all ages with the opportunity to maintain a balanced lifestyle. Our gym wants you to get fit

while staying eco-friendly.

Brand Promise

To contribute to personal wellbeing while increasing social responsibility.

Product Attributes

• Type: sporty/environmental

• Availability: starting with Los Angeles location

• Exclusivity: niche market

• Money Value: reducing overhead through energy use

• Usability: easy to use fitness machines, instructors, classes, information brochures etc.

• Liking: some opposition for non green participants

Value Proposition

• Cheaper because of energy costs

• Niche gym

• Added value through impact

Target markets

• People of all ages

• Gen X-Y, baby boomer, millennial

• Environmentally conscious

• Gym goers

• Health conscious

• Athletes



FACT SHEET

Name

Balance Fitness: Green Powered Gym

Logo

See image

Tagline

“Stay Fit. Stay Green.”

Visual Vocabulary

• Color choice: Green for eco-friendly-Blue for nature-Gold for energy

• Image choice: Borrowed from recognized recycle triangle (Mobius Loop)

• Font choice: Lionel text diesel



2008 ANNUAL REPORT

To our consumers, employees and shareholders:

Balance Fitness has succeeded during fiscal 2008 in defining our future as the first self-powered fitness center

that was created to promote individual health and environmental awareness. We consistently stand by this mis-

sion, as our dedication to personal health and social responsibility to the environment is more evident than ever

before.

As a company, we are committed to providing people of all ages with the opportunity to maintain a bal-

anced lifestyle. Currently, we are in the midst of a transition from a partially recycled energy-operated sports

club, to one that is fully equipped with energy-capturing machines. Our goal is to change the way people

workout through easy to use fitness machines, well-trained instructors, and classes of all levels. Our company is

unlike any competitor because of our energy efficient equipment and knowledge of environmental wellbeing.

2008 Highlights

Our financial results for the fiscal year are evident of our innovative marketing initiatives. Balance Fitness is a

neighborhood fitness center located in Santa Monica, CA. We have achieved recognition in such a large mar-

ket due to our unique positioning as a niche product. Our team has recently completed Balance-Fit.com, a rich

interactive site that in the upcoming months will be filled with health tips and workout videos. We have created



buzz through a simple viral campaign, spreading news of Balance Fitness by word of mouth. Additionally, our

interactive team is working on new social networking tools that will allow members to interact with each other.

Our company has also developed an Internet initiative that allows customers to converse, comment, and view

detailed information about our facilities on a social networking site such as Facebook and MySpace.

Furthermore our company has partnered with several non-for profit organizations such as Plant It™

, and EcoZone . With total revenue of $175,000, in 2008, a portion of these assets went directly to our non-for

profit partners. Our philanthropic efforts are the foundation of our company’s success.

Financial Review

Our financial results for the fiscal year have surpassed analyst expectations by a substantial 25%. This signifi-

cant growth has proven that our use of energy-capturing equipment is ultimately lowering overhead costs. For

instance, 1 hour of bicycling can power 100 watts, or a small television set for 2 hours. The combination of the

power consumption of an appliance and the energy used by a customer has created an added value to our finan-

cial results. Our company has saved thousands of dollars through the implementation of eco-friendly machines.

While we did not encounter major economic setbacks, we were confronted with several challenging

circumstances. Earlier in the year, we received some opposition from other sports facilities in the greater Los

Angeles area, resulting in competitive backlash for developing a full service environmentally conscious gym.

2008 ANNUAL REPORT



Fortunately, our well-trained employees worked together with these sports facilities to efficiently decrease any

apprehension. Our hope is to join with other facilities in our area to support the growth of the green movement

in fitness centers.

Our Future – A Call to Action

Our progress for fiscal 2008 has proved that the future of fitness center development will become a large part of

the eco-friendly movement. Our goal is to continually inspire positive social change through a constant dedica-

tion to individual health and environmental awareness.

I would personally like to thank our customers, employees, and shareholders for their collective support

and commitment to Balance Fitness. We hope to succeed in the next chapter of our journey and look forward to

our continual dedication.

2008 ANNUAL REPORT



Strengths

• Green initiative

• Renewable energy

• New movement

• Human-powered gym

• Increase awareness

• Inspires change

Weaknesses

• No defined demographic

• Reaching full power potential

• Human-powered gym

• New technology

Opportunities

• Create 100% of electricity

• Gym equipment

• Brand integration

• Product placement

• Increase brand experience

• Market as a lifestyle

Threats

• Adaptable by other fitness centers

• Concept replication

• Service and Maintenance

SWOT ANALYSIS



WHITE PAPER

Why be greenBalance Fitness, an eco-friendly fitness club headquartered in Santa Monica, CA, provides its members with a sense of

empowerment every time they exercise. By capturing the energy members generate, and using it as a primary source of

electricity, Balance Fitness aims at creating environmental awareness among its member base. After conducting a compet-

itive analysis among the top fitness facilities in Los Angeles, and researching the amount of energy that is approximately

created and lost, the idea of an eco-friendly gym was born. Founders of Balance Fitness also discovered that the corporate

social responsibility activities conducted by its competitors address the wellness of its members and employees, but fail to

make an impact on a higher scale. Balance Fitness’ niche lies in making members realize how they can help the planet just

by continuing their hard work and pursuing their fitness goals. They can help the planet stay fit while working on their

own fitness.

What those others guys are doing:

Our main competitors for our first location in Santa Monica are: 24 Hour Fitness, The Sports Club LA, Yogaworks, Equinox

Fitness. Their Corporate Social Responsibility programs are as follows:

• Equinox Fitness

o “Life Sustains” Program: Energy efficient lighting, clean air and water program

• The Sports Club/LA

o Childcare Programs

o Social Activities & Events

• YogaWorks

o GreenWorks Program

o Tips on living green

o Donations to local and national charities

o Fundraising events for local and national charities



WHITE PAPER

• 24 Hour Fitness

o The Biggest Loser tv show

o 12MillionLives

o You24 Magazine

o Free Fitness Tools and Healthy Recipes

o KaBOOM! Team Up

o Youth Athletics

o Olympics Sponsorship

Oh the difference an hour of exercise makes

Although the competition comes with a giant portfolio of social responsibility programs that claim to help people change

their lives for the better, they do not give the power of change to their customers. Environmental awareness is a necessity

for all human beings, and the impact made by showing consumers how their actions directly help the environment stays

with them forever. It can bring a community together on the basis of saving their environment and their own lives through

better fitness.

In order to show members exactly how much CO2 can be eliminated from the environment, Balance Fitness provides the

following facts to new members:

• A stationary bike, treadmill or elliptical machine being used for one hour by a regular customer will generate

approximately 50Wh of energy and save 150Wh.

o To produce the same energy, a power plant will release 75grams of CO2 into the atmosphere.

• A stationary bike, treadmill or elliptical machine being used for 10 hours a day and 365 days will save 547 kWh.

o To produce the same energy, a power plant will release 273 kg of CO2 into the atmosphere.

• If all the 24-Hour Fitness club machines in the world are being used, it will generate 21,900 mWh a year.

o To produce the same energy, a power plant will release 11,000 tons of CO2.



WHITE PAPER

The facts are also presented to the customer in a comparison chart showing how their energy is reused and how

much carbondioxide is saved from being released into the atmosphere. Visuals such as these charts help consumers see the

direct impact they are making simply by doing something that is part of their daily routine. This also helps consumers see

how much energy our competitors are wasting on a daily basis around the world.

Machine Use Watt Hours (Wh) saved Appliance Powered CO2 released by powerplant to create same energy

1 hour on stationary bike 150Wh Lights a 150 watt bulb for 1 hour

75 grams

10 hours a day for 1 year 547 kilo watt hours Lights a bulb for 183 hours 273 kilograms

45 machines per fitness club x 400 locations (24-Hour Fit-ness) running 10 hours a day

21,900 mega watt hours Lights a bulb for 7300 hours (10 hours a day for 2 years)

11,000 tons

It is evident that even though 24-Hour Fitness executes eight community programs and Equinox claims to run on

clear air, water and energy efficient lighting, they are harming the environment through contribution of greenhouse gases

on a daily basis. “Being green” through retrofitting programs into regular operations creates awareness but does not

create the change necessary. Equinox’s “Life Sustains” program does not offset the energy the fitness clubs wastes by not

capturing it and recycling it. YogaWorks is the only competitor who has minimum energy usage because it does not have

exercise machines. It also has rigorous eco-friendly programs in place that Balance Fitness could potentially partner up

with in the future.



COMPARATIVE ANALYSIS

History:

Founded in 1983 in San Leandro, California. Over the past 25 years, 24 Hour Fitness has built or opened more

clubs in the United States than any other privately-owned fitness club chain. In 2004, 24 Hour Fitness became

the first official fitness center sponsor of the United States Olympic team.

Mission:

None.

Values:

None.

Key Competitive Products:

• Extended Hours

• Month-to-month memberships

• Membership prices

• Strategic partnerships with major consumer brands

Target Markets:

• Business men and women on the go

• Everyone

• All fitness levels

Tagline:

“It’s time for fitness on your terms.”




History:

A luxury fitness company with $225 million (USD) in revenues that has over 5,000 employees and 45 clubs,

based out of New York City, with 150,000 members in seven states.

Mission:

None.

Values:

None.


• Eco-friendly

• Spa

• Personal trainers

Target Markets:

• Wealthy

• Elite


Tagline:

“It’s not fitness. It’s life.”




History:

Based in Los Angeles, The Sports Clvub Company owns and operates fitness and health clubs across the United

States. Sports Club operations are marked by their “urban country club” feel, combining multiple fitness op-

tions with every imaginable service and luxury.

Mission:

“We are committed to providing you with unprecedented services and amenities to help you achieve all

of your health and fitness goals.”

Values:

None.


• Non-athletic services

• Lifestyle

• Executive membership

Target Markets:

• Wealthy

• Elite


Tagline:

“The finest sports and fitness complex in the world.”




History:

The founders of YogaWorks, Maty Ezraty, Chuck Miller and Alan Finger believed in Yoga’s power to change lives.

They came together from different parts of the world, from different Yoga disciplines, and from different life

experiences to share a passion for, and commitment to, bringing Yoga to more people. They did not aspire to

be businessmen or trendsetters; they were first and foremost students, teachers, and practitioners. They got on

their mats to practice everyday – it’s how they lived and grew.

Mission:

At YogaWorks, we believe Yoga is for everyone. It is our mission to honor and embrace each student’s search for

personal growth, wellbeing, and fulfillment by offering the highest quality yoga programs to people of all ages

and from all walks of life. We do this with love, compassion, a sense of humor, and with respect for what each

individual can accomplish through Yoga and throughout their lives.

Values:

• We Believe Yoga is for Everyone

• We Believe in the Possibility of Transformation

• We Believe in Listening

• We Believe How you do Anything is How you do Everything.





• Only yoga

• Teacher training

• Green works

Target Markets:


• Yoga enthusiasts

Tagline:

“Yoga works. It’s that simple.”



MARKETING STRATEGY AND EXECUTION

Marketing Strategy:

Due to the uniqueness and technical nature of Balance Fitness Gymnasium (BFG), the main goal of all marketing initiatives

is product and service awareness. BFG wants to educate consumers regarding the energy saving capabilities of the gym.

The consumers should engage with the brand, ask questions about its utility and start building an instant relationship

with the brand. All marketing elements will cohesively aim to connect with the consumer such that they feel BFG is part

of their daily routine. The gym should become a means of a member’s continuous contribution towards a more socially

responsible lifestyle.

In order to create such high level of lifestyle brand integration, it is important to provide customers with platforms

to converse about, BFG. Digital word-of-mouth is the main marketing tool BFG has utilized since its first location is open

for business. In 2009, BFG’s marketing efforts will leverage the existing strategy by adding other marketing vehicles such

as community events, sponsorships, and partnerships with other companies whose mission is to integrate social responsi-

bility to a consumer’s daily life.

The tone of all our messaging will be humble yet powerful in creating an impact and driving maximum return on

investment. BFG’s primary objective is to educate our customers that their daily exercise routine can equate to saving the

environment. Through a hybrid of traditional and online marketing efforts, BFG also aims to increase membership by 42%

in fiscal 2009.




Target Audience:

Balance Fitness will start by focusing on environmentally conscious participants that are just as passionate about health

and wellness as they are about climate change issues. Our target market consists of a broad age range that spans from 12

to 82 years of age. Consumers in this age group are concerned about their health, their appearance and their well being.

At the same time, they are learning about climate change and how it affects their future. Balance Fitness is targeting this

demographic because of our desire to be healthy and live in a healthy world.

Our target market demographics are:

• Categories: Baby Boomers, Gen X-ers, Gen Y-ers, Millenials, Tweens, Working Moms,

• Average Household Income: $45-150,000+

• Gender: 45% Male, 55% Female

• Ethnicity breakdown: Based on facility location

Media Vehicles:

As a start-up with a limited budget, BFG hopes to achieve more with less. In order to do so, we want to participate in the

user-generated content that our audience is creating on a daily basis. Utilizing the media vehicles listed below, we aim to

strategically place ourselves in the midst of the consumers’ conversations regarding environmental changes, health ques-

tions, exercising queries, and obstacles for reaching health goals.




Search Marketing:

• Keyword search optimization using “gym”, “santa monica”, “environment”, “green”

• Website optimization using cross-linking methodologies

• Pay-per-click campaigns

Display web banners on the following sites (regional media buy):

• LATimes.com/livinggreen

• CNN.com/health

• Health.msn.com

• Lifestyle.msn.com

Social Media Marketing/Content Management:

• Facebook Fan Page and “Greenbook” Facebook App promotion

• Twitter: Posting daily tweets about health news, climate change news and organizing “tweet-ups”

• YouTube: Balance Fitness channel with green and health tips

• Blogosphere: Stay Fit. Stay Green. Blog hosted on the BFG website and cross-linked with Twitter account, Face-

book Page, MySpace page and YouTube channel




Email Marketing:

• Monthly e-newsletter with facts on energy saving, and health tips

• E-coupons for Balance Fitness products and trainer sessions

Community Events:

• April 22 – Earth Day Awareness Event at local park

• “Greenercize Yourself” Booth at the Strawberry Festival with demo bikes

• Summer “Stay Fit. Stay Green” Beach Volleyball event

Partnership for Cross Promotions:

EcoZone Media Company:

As an environmentally conscious entity, Balance Fitness will be partnering with Ecozone Media Company. Ecozone purchas-

es carbon points on behalf of their client (here: Balance Fitness) that neutralize any environmental damage caused by their

client’s marketing efforts. Ecozone will provide their services to us pro bono. Balance Fitness, in turn, will mention Ecozone

in all their online advertisements, public relations efforts, as well as during community events.




PlantIt™, The Un-Bottled Water Company

This unique company produces water cartons instead of plastic bottles for an everyday bottled water drinker. For every

carton purchased, PlantIt™ plants a tree. BFG will sell PlantIt™ bottles at its Santa Monica location and at all community

events. PlantIt™ will assist in promoting Balance Fitness via their website, e-newsletter, and all national events.

Fresh & Easy Grocery Stores

These grocery chains create environmental awareness and social responsibility using several methods, one of them being

front-of-the-store parking spots for hybrid cars. BFG will adopt a similar practice, and offer premium parking spots to its

eco-conscious customers who drive hybrid cars as well. Fresh & Easy preferred card members will receive coupons for BFG

products sold at Fresh & Easy when they sign up for membership with our club. In exchange, Fresh & Easy will provide end-

cap space for Balance Fitness energy bars, and towels to aid in sales.

Future Brand Licensing:

Once the Balance Fitness brand has been established, we will partner with 24-Hour Fitness and LA Fitness to create a “Stay

Fit. Stay Green” section in its chain of fitness clubs. Both companies will be able to buy rights to the use of the Balance

Fitness name, mark and messaging. They will also have to purchase the patented energy-converting equipment for the

“green” portion of their gym. Licensing the brand name will not only generate revenue for Balance Fit but also help create

brand awareness for our other center locations.




Measurement of Progress:

Monthly membership sales monitoring will determine the short-term effectiveness of the marketing campaign. Quarterly

reviews will be conducted to measure increase in sales, and awareness and adjustments to the marketing plan will be

made accordingly.



PRESS RELEASE

For Immedia Release Contact: Balance Fitness Corporate Communications (310) 555-5555

[email protected]

BALANCE FITNESS ANNOUNCES THE LAUNCH OF THE FIRST EVER GREEN POWERED GYM

SANTA MONICA, California, April 14, 2009 – Balance Fitness announced today the grand opening of their green powered

gym, the first ever environmentally conscious fitness center. As a result of the company’s ongoing efforts, Balance Fit-

ness has finally developed a gym, unlike existing sports centers, that not only promotes

individual health, but also environmental awareness. “We are committed to providing people of all ages with the opportu-

nity to maintain a balanced lifestyle. Our gym wants you to get fit while staying eco-friendly,” said Stacy

Levyn, chairman and chief executive officer, Balance Fitness.

A major study, conducted by Balance Fitness in 2008, reported that exercise bikes, rowing machines, treadmills, and cross-trainers

could potentially generate enough electricity to power an entire gym, eventually reducing overhead costs through energy use.

The created electricity can be used in the following ways:

• To light up the gym

• To charge i-pods and cell phones

• To power television sets

Many parts of this initiative are already underway with renewable materials built into the external design of the gym.



PRESS RELEASE

How to become a member of Balance Fitness:

1) The first step is to contact a representative from our Santa Monica branch at (310) 555-

5555

2) Once you have been consulted, the representative will invite you to Balance Fitness for

a guided tour of the gym’s facilities

3) After receiving a tour, a review of membership packages will assist you in choosing the best plan for your personal schedule

Balance fitness recommends that customers view all membership packages before joining.

About Balance Fitness

Balance Fitness, (http://www.balance-fit.com/) is the leading environmentally friendly fitness center in California. The com-

pany offers members the opportunity to live a healthy lifestyle while increasing social responsibility. With headquarters in

Santa Monica, CA the company employs over 100 employees. Each employee closely follows

Balance Fitness’s company mission – to promote individual health and environmental

awareness.

NOTE TO BROADCAST MEDIA:

Please visit http://mediacast.balance-fit.com to download an informational video, including environmental affects and a

message from Stacy Levyn, chairman and chief executive officer, Balance Fitness.


balance fitness communication plan

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