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Bally Total Fitness Where Your Schedule is Our Priority. Casey Kilsheimer Morgan Moultrie Ellen Underwood

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Towson University- MCOM325 (Advertising Copy Writing): Bally Total Fitness Campaign, Spring 2009.

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Page 1: Bally Total Fitness

Bally Total FitnessWhere Your Schedule is Our Priority.

Casey KilsheimerMorgan MoultrieEllen Underwood

Page 2: Bally Total Fitness

About Bally• The largest and only nationwide commercial operator of

fitness centers with approximately 400 clubs

• Over 3.5 million members and over 40 years of successful operating experience.

• $55 million national marketing, advertising, and public relations program making it the number one nationally recognized fitness brand

• Integrates cardio, resistance training, flexibility, and mind/body, along with other challenging activities to give consumers total self conditioning.

• BFIT Community Program

• Vow to Earth Fitness- Earth Friendly & Community Initiatives

• Members have 5 different options!

Page 3: Bally Total Fitness

The Bally Total Fitness Target

College educated Caucasian women Ages 35-44

Page 4: Bally Total Fitness

Primary ResearchWhy Surveys?

9; 5% 31; 17%

13; 7%

15; 8%

12; 7%22; 12%

29; 16%

7; 4%

26; 14%13; 7% 4; 2%

Appendix ASurvey Results for: Responses to Questions 1-12

Q1Q2Q3Q5Q6Q7Q8Q9Q10Q11Q12

Page 5: Bally Total Fitness

Mailing Lists

House List

Rented List

Email List

Page 6: Bally Total Fitness

Incentives

“Invite a friend”

Response card raffle entry

Membership option offer

Page 7: Bally Total Fitness

Where’s Bally now in the mind of the target?

• Poor management

• Rip offs

• Overall dissatisfaction

Page 8: Bally Total Fitness

Bally’s Top 3 Competitors

Page 9: Bally Total Fitness

Bally’s Indirect Competition

• Chinese Boxing Academy

• Saunas

• Spas

• College Gyms

• Steam Rooms

• Leisure Sports & Recreation

Page 10: Bally Total Fitness

Where Bally would like to be in the mind of the target…

Professional Leader in the Fitness Industry Unbeatable Prices & Convenience Best Value training Best Equipment Incredible Variety of Classes

Page 11: Bally Total Fitness

What’s the Big Idea?

Convenience!

Page 12: Bally Total Fitness

Supporting Evidence

• Existing Offers & Promotions

• Extensive list of Classes

• 5 Bally locations in the area

• Direct Mail Package- Brochure- Letter- Response Card

Page 13: Bally Total Fitness

The tone of voice for Bally advertising

• Informative • Inviting

-Consumers receive the information while becoming comfortable with the idea of remaining or becoming a Bally member.

Page 14: Bally Total Fitness

Mandatories

Brochure• Company Logo• Corporate Headquarters Mailing

Address• Toll Free Telephone Numbers • Web site address • 5 Bally Total Fitness locations with

addresses and phone numbers

Letter• Letter Head• Company Contact

Information• Salutation• Promoted Benefit• Call to Action• Limited Time Offer

Envelope/ Response Card• Response Deadline• Customer Satisfaction Inquiry• Company Logo• Company Address• Return Postage

Page 15: Bally Total Fitness

ReferencesAkidah, N. (2008, August 20). Federal Hill Fitness. Retrieved on April 20, 2009, from Yelp Website:

http://www.yelp.com/biz/federal-hill-fitness-baltimore.Antoniak , P. (2006, October 25). Bally Total Fitness- Baltimore, MD. Retrieved on April 15, 2009, from GymPost Website: http://www.gympost.com/gymsearch/listings/MD/45/1/r eviews. “Bally's accused of ripping off customers- Topix” (2009). Retrieved on April 16, 2009, from Topix Website: http://www.topix.com/forum/com/bft/TR22LVSGQTNJQ146KBally Fitness. (2009). Retrieved on April 13, 2009, from Bally Fitness Website: http://www.ballyfitness.com/bfit-community.aspx.Campus Explorer. (2009). Colleges in Baltimore, MD. Retrieved on April 28, 2009, from Campus Explorer Website: http://www.campusexplorer.com/colleges/in/Mary land/44AE3F61/Baltimore/.Curves. (2009). Retrieved on April 15, 2009, from Curves Website: http://www.curves.com/locations/results.php?lang=en&country=US&state=MD&searc hType=state&city_letter=B.Curves Forum. (2009). A Support Forum for Curves Members and Owners. Retrieved on April 21,

2009, from Curves Forum Website: http://www.curvesforum.com/forum/faq.php?faq=curvefaq.Federal Hill Fitness. (2009). Fitness is right around the corner. Retrieved on April 20, 2009, from Federal Hill Fitness Website: http://www.fhfitness.com/FHF_Services.asp.

Page 16: Bally Total Fitness

References Continued“Find a club.” (2009). Retrieved on April 28, 2009, from Bally Total Fitness Website: http://bally.know-where.com/BallyFitness/cgi/selection?option=&mapid=US&lang= en&design=default&place=21222®ion=.Franchise Business. (2008). The interesting history of the Curves franchise in the world of sports and

fitness. Retrieved on April 20, 2009, from Franchise Business Website: http://www.franchisebusiness.com.au/articles/The-interesting-history-of-the-Curves-franchise-in-the-world-of-sports-and-fitness_z142160.htm.

Funding Universe. Bally Total Fitness Holding Corp. Retrieved on April 15, 2009, from Funding Universe Website: http://www.fundinguniverse.com/company-histories/Bally-Total-Fitness-Holding-Corp-Company-History.html.

Funding Universe. Curves International, Inc. Retrieved on April 20, 2009, from Funding Universe Website: http://www.fundinguniverse.com/company-histories/Curves-International-Inc-Company-History.html.

“Gold's Gym business overview.” (2006, May 3). Retrieved on April 20, 2009, from Yahoo! Local Web site: http://local.yahoo.com/info-12563059-gold-s-gym- baltimore?csz=Baltimore%2C+MD.

Hoovers. (2009). Bally Total Fitness Holding Corporation. Retrieved on April 19, 2009, from Hoovers Website: http://www.hoovers.com/bally-total-fitness/--ID__47485--/free-co-profile.xhtml.

Mediamark Internet Reporter. Mediamark Research, Inc. (Fall 2007). Product: Leisure/sports – Physical fitness – Regular exercise program at home in last 12 months. Retrieved March 3, 2009, from MRI Plus database: http://www.mriplus.com.

Page 17: Bally Total Fitness

References ContinuedMerritt Athletic Clubs, (2009). About us. Retrieved on April 22, 2009, from Merritt Athletic Clubs Web

site: http://www.merrittclubs.com/about_us/mission_statement.html.McCormick , G., Stempel, J., & Wallace, J. (2008, December 3). Bally files for bankruptcy again, up

for sale. Thomson Reuters, Retrieved on April 15, 2009, from: http://www.reuters.com/article/businessNews/idUSTRE4B25C6200812203.MuniNet Guide, (2009). Baltimore MD (Maryland) zip codes, schools, jobs, demographica & more.

Retrieved on April 28, 2009, from MuniNet Guide Web site:http://www.muninettguide.com/states/maryland/municipality/Baltimore.php."Our fitness approach." (2009). Retrieved on April 15, 2009, from Bally Fitness Web site: http://www.ballyfitness.com/discover-bally/our-fitness-approach.aspx.Phillips, Tappy (2006, May, 23). Bally's accused of ripping off customers. WABC-TV/DT, Retrieved on

April 15, 2009, from http://abclocal.go.com/wabc/story? section=news/ 7_on_your_side&id=4197347PR Newswire.(2008). Bally Total Fitness Announces New Chief Executive Officer. Retrieved on April

19, 2009, from Bio-Medical Website: http://www.bio-medicine.org/medicine-news-1/Bally-Total-Fitness-Announces-New-Chief-Executive-Officer-22653-1/.

Rate It All! (2009, March 19). Gold's Gym review. Retrieved on April 20, 2009, from Rate It All! Web site: http://www.rateitall.com/i-240456-golds-gym.aspxSorkin, Andrew R. (2008, December 3). Bally Total Fitness files again for bankruptcy. Retrieved on April 16, 2009, from

DealBook Web site: http://dealbook.blogs.nytimes.com/ h 2008/12/03/bally-total-fitness-files-again-for-bankruptcy/ "The leader in fitness."  (2009).Retrieved on April 13, 2009, from Bally Fitness Web site: http://www.ballyfitness.com/company.aspxWalmart. (2009). Retrieved on April 30, 2009, from the Wal Mart Web site: http://www.walmart.com/search/searchng.do?search_constraint=0&ic=48_0&search_query=ipod