ABOUT

THE CAMPAIGN

Level 7 Fitness

Integrated Marketing Communications Campaign

Level 7 Fitness is a private gym located in Clovis, California. Owner Vincent Houle brings the latest in cutting edge training techniques to help upgrade his client’s fitness. This event celebrated the 2nd anniversary of the gym being in business. This year we chose to work with Extra Life. An organization that would help Valley Children’s Healthcare. Coach Vincent Houle would have participants play fun physical games that would result in working out.

 

This year’s goal was to raise $1,500. If the goal were raised, Owner Vincent would cut his long hair off at the event live on social media and donate it to the nonprofit charity “Hair We Share”. They provide customized, human hair wigs free of charge to cancer patients.

 

If people wanted to not workout and still wanted to help out, they could donate blood to the Central California Blood Center which had a mobile van at the event. The Central California Blood Center provides blood and services to patients who receive care at 30 hospitals in the Central Valley.

``The overall integrated marketing campaign was from October 1st to November 11th 2019.``

CAMPAIGN

GOALS & OBJECTIVES

The main goals were to;

DONATION AWARENESS

Build awareness about being able to give blood.

EVENT AWARENESS

Build awareness about the event within the local community.

COMMUNITY AWARENESS

Build awareness about the event with people who like fitness and like to give to charity.

CHARITY AWARENESS

Increase the amount of money raised for charity from last year’s event.

From there my objectives were to;

GIVING

To have at least 20 people give blood to the Central California Blood Center.

REACH

Increase the online total reach of content by 50% from last year’s event.

IMPRESSIONS

Increase the online total impressions of content by 50% from last year’s event.

DONATIONS

Increase the amount raised for charity by 25% from last year’s event.
``The tactics were simple and straight forward.``

CAMPAIGN

TACTICS

SOCIAL MEDIA MARKETING

Create various videos for the gym’s social media accounts with the owner being a little goofy/playful in getting people to attend the event.

SOCIAL MEDIA ADS

I created a Facebook and Instagram ad that targeted people who liked fitness and who liked giving to charity within a 10-mile radius of the gym.

LIVE-STREAMING

The selling point was if the event raised the $1,500 then the owner would live-stream himself, on Instagram, getting his long hair cut for charity.

EVENT CALENDARS

I posted the event information on all the local TV news station online event calendars.

MARKETING MATERIALS

I created a flyer with the event information that was posted in various local businesses within a 10-mile radius of the gym.

WEBSITE / LANDING PAGE

I created a custom landing page on the gym’s website which we pushed everyone to. It gave people a chance to learn more about the event, RSVP to the event, or if they couldn’t come but wanted to donate, they could donate online.

INFLUENCER OUTREACH

The gym owner posted content on his Instagram account to his 700+ followers. We also had a few other local business owners post on their Instagram accounts as well as talking about the event.
``The results were more than successful.``

OVERALL

RESULTS

Below were the final results.

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PEOPLE GIVING BLOOD

Total People Giving Blood: 20 people, which will help at least 60 people at local medical facilities in the Central Valley.

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REACH

Total Reach: 11,146 people / (131%+ increase from last year’s event)

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IMPRESSIONS

Total Impressions: 17,114 / (97%+ increase from last year’s event)

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RAISED

Total Raised For Charity: $2,000 / (66%+ increase from last year’s event)

``We were able to surpass the fundraising goal with $2,000 going to the local children’s hospital.``

FINAL

CONCLUSION

In the short amount of time the event had to be promoted, I was able to surpass expectations when it came to its goals and objectives for the event overall. We were able to surpass the fundraising goal with $2,000 going to the local children’s hospital, the owner cut his long hair which was donated to a charity that helps cancer patients, and had 20 people give blood which will help at least 60 people at local medical facilities in the Central Valley.

This campaign won an award at the 2020 Public Relations Society of America: Central California Image Awards ceremony. See Below.

  • Public Relations Society of America – Award of Excellence: “Campaign of the Year”
  • Public Relations Society of America – Award of Excellence: Community Service Campaign
  • Public Relations Society of America – Award of Merit: Video Production