The Graduate School

Advertising Strategy for the Kinesiology Community Fitness Lab

Project Details

Hiring Manager: Dr. Susana Juniu, Professor and Chair, Department of Kinesiology and Nathalie Pfeifer, Laboratory and Facilities Coordinator
Total Hours: 120
Project Stipend: $3000

Project Goals and Objectives

  1. Market Research:Conducting research on the local market to identify target audiences, that we could serve.
  2. Brand Messaging:Developing clear and compelling messaging that will attract members of the surrounding communities to know about the services are offered in the fitness lab from competitors.
  3. Advertising Strategy Development:Creating a multi-channel advertising strategy that includes digital and traditional marketing tactics.
  4. Implementation:Executing the marketing plan through appropriate channels (e.g., social media, local partnerships, digital ads).
  5. Monitoring and Optimization:Tracking the performance of marketing campaigns, analyzing metrics, and optimizing the strategy to achieve better results.

Methods to Achieve Goals and Objectives

  1. Market Research:
    • Conduct surveys and interviews with potential customers.
    • Analyze other community services offered in the surrounding areas (Montclair, Clifton, Glen Ridge, Cedar Grove, Verona, and West Orange).
    • Review industry reports and trends in fitness marketing.
  2. Brand Messaging Development:
    • Orientation to new community members to understand the unique services proposition of the fitness lab.
    • Create key messaging.
  3. Advertising Strategy Development:
    • Develop a comprehensive digital marketing plan.
    • Explore offline strategies like local sponsorships.
  4. Execution of Campaigns:
    • Set up and monitor ad campaigns using platforms such as Facebook, Instagram, and Google Ads.
    • Organize promotional events and collaborate with local influencers.
  5. Monitoring and Optimization:
    • Use tools like Google Analytics, social media insights, and campaign tracking software to measure the success of the campaigns.
    • Adjust strategies based on performance data.

Skill Set Developed

  1. Digital Marketing Proficiency:Gaining hands-on experience with online advertising platforms, including Google Ads, Facebook, Instagram strategies.
  2. Brand Messaging and Communication:Developing skills in crafting clear, persuasive messaging for a brand.
  3. Market Research:Learning to conduct primary and secondary research to identify target demographics and competitor strategies.
  4. Project Management:Gaining experience in managing timelines, resources, and deliverables for a comprehensive marketing project.
  5. Data Analysis:Developing skills to interpret marketing metrics and optimize campaigns based on data insights.

Required Training

  1. Social Media Advertising Basics:Training on social media advertising tools such as Facebook Business Manager and Instagram Insights.
  2. Marketing Analytics Tools:Introduction to Google Analytics, Facebook Insights, and other relevant tools.
  3. Fitness Assessments:Introduction to services provided by our lab (to be completed on the first week).

Key Deliverables

  1. Market Research Report:Comprehensive analysis of target audience and fitness industry trends.
  2. Brand Messaging Document:A clear and concise document outlining the fitness lab’s key messages, value proposition, and target audience.
  3. Advertising Strategy Plan:A detailed plan that outlines all advertising channels, tactics, and timelines for the campaigns.
  4. Campaign Performance Report:A final report summarizing campaign performance, key metrics, and recommendations for future improvements.
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