REBRANDING ANYTIME FITNESS
As part of my Senior Capstone project, I worked with 10 other creative individuals in an integrated marketing communications agency, Permanence IMC.
Our real-life client, Self Esteem Brands, gave us three challenges to complete throughout the entire three months we had them as a client. The last challenge was to rebrand Anytime Fitness to fit in with the changing pace of the world. We were given 50 million dollars to work with, and my team and I rebranded the entire company with a change in logo, tagline, and planned events that would allow the targeted audience to know about the rebrand. As the Global Marketing & Research Manager, I was in charge of the overall compilation of all the research done as well as figuring out what marketing efforts would help set my client apart from the rest of the world. Below you will find some selected pieces of work which I planned and created.
NEWS RELEASE
Created new releases for the many tactics that were to be implemented throughout the rebranding campaign to spread awareness to the public.
As part of the rebranding efforts, we created an entire campaign called Start Saying Now. Through the Start Saying Now campaign, we proposed the #WorkOutNowChallenge that would take social media by storm and encourage adults who are constantly sitting at their desks to start working out, from their desks!
SOCIAL MEDIA
Created social media content targeted to achieve the goal of letting the target market know about the different tactics that are being implemented.
There were 10 different opportunities for social media content to be created. I designed and created mock social media posts to show how these opportunities can be implemented throughout the campaign.
EMAIL NEWSLETTERS
Created newsletters to be sent out to the targeted internal audience of current members to keep them updated on upcoming events and latest offerings from Anytime Fitness.
The timeline for the entire campaign was a year. In an effort to ensure that the rebranding was done successfully, we created email newsletters to be sent to the client's internal audience every three months. Below you will find the sample email newsletters which I designed and wrote.