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Susan Anderson | Southern New Hampshire University

Table of Contents

Executive Summary

Average Joe’s is a fitness facility in Manchester, New Hampshire. It caters to the gym novices, the people that feel awkward and uncomfortable going to the bigger, chain fitness facilities. Average Joe’s wants to create an atmosphere that is fun, inviting and motivating. It is a small operation, that plans on opening a handful of establishments at the beginning of the New Year to help people reach the fitness goals that they’ve set for themselves as New Year’s Resolutions. They offer affordable memberships, many different payment options, a wide variety of classes geared towards many different fitness levels. More importantly, they offer a welcoming atmosphere that enables their customers to learn, grow and get fit at their own pace.

Annotated Bibliography

Brown, T. C., & Fry, M. D. (2014). Motivational Climate, Staff and Members’ Behaviors, and Members’ Psychological Well-Being at a National Fitness Franchise. Research Quarterly for Exercise and Sport, 85(2), 208–217. Retrieved from

“Motivational Climate, Staff, and Members’ Behaviors, and Members’ Psychological Well-Being at a National Fitness Franchise,” is an article going over how important positivity is for a fitness franchise. In the article’s case, it was about a study that a national fitness franchise was involved in. This franchise is unnamed and one of the main components of the franchise is to have instructors who are positive and engaging in the workplace in hopes of encouraging positivity among their clients. The study found that the clients’ thought of the franchise as being: “…highly caring and task-involving and low ego-involving.” (Brown & Fry, 2014, p.1) This created a higher exercise commitment and some rises in overall life satisfaction. This source seems reliable as it goes to show how positivity for fitness franchises creates a more motivational climate for clients, which is important to know when creating an advertisement for a gym.

Carter, B. (2009). Environment Plays a Huge Role in Member Retention. Fitness Business Pro, 25(8), 33. Retrieved from

This resource goes into detail on the role that environmental psychology plays in getting and keeping members engaged. By creating a motivating, stimulating environment, the fitness club will be able to better penetrate the market. It does this partly through finishes, furnishings, colors, shapes, and materials. It states how important it is to create a workout experience that’s both physically and environmentally stimulating in order to attract new patrons and keep them.

DRĂGAN, A. A. (2013). Segmenting and Profiling Fitness Club Customers: A Case Study. Review of Management & Economic Engineering, 12(1), 125–138. Retrieved from

“Segmenting and Profiling Fitness Club Customers: A Case Study,” this source is about a study done in Arad, Romania for a fitness club that was outside the city limits and provides two graphs. The abstract mentions that the aim of the study that was conducted was on shaping the services the fitness club provided to suit the client’s needs. They did this by conducting a survey of a hundred people. The goal was to find out the types of customers who go to fitness clubs and to segment them based on what they want to do. The first graph “Sample Characteristics,” shows the gender, age, profession, and income of the customers. The second graph “Segmentation of Fitness Club Members,” shows the goal the customers want to achieve and their preferred membership type. This is a helpful document as it helps define who the customer is and what the customer would like from the product.

Milton, T. (2002). Membership retention is key to future fitness club success. Leisure & Hospitality Business, 6. Retrieved from

This article states touches on how important it is for fitness club owners to focus on membership retention. That it’s as important to keep current members as it is to acquire new members. It touches on the current club retention rates and discusses the keys to getting members outside of peak gym hours. The author states that it’s important to reach out to groups like older age brackets and non-working parents as a way to tap into different markets. Though the article is brief, it contains some valuable insights about membership retention.

Mullen, S. P., & Whaley, D. E. (2010). Age, gender, and fitness club membership: Factors related to initial involvement and sustained participation. International Journal of Sport and Exercise Psychology, 8(1), 24–35.

“Age, gender and fitness club membership: Factors related to initial involvement and sustained participation,” this article goes over a study that was done to find out how age and gender affect who joins a fitness club and why they join as well as to determine the sustained participation of the customer. The study found that the main reason to join a fitness club was for improving health and appearance. (Mullen & Whaley, 9) This is a good resource as it goes in-depth about why people join a fitness club based on age and gender and what factors were found important amongst the ages and genders to keep their business.

Watts, H. (2012). A psychological approach to predicting membership retention in the fitness industry. Retrieved from

“A Psychological Approach to Predicting Membership Retention in the Fitness Industry” is a comprehensive thesis that delves into the definitions of retention and how it applies to the fitness industry, and how the industry needs to adapt in order to not only survive but succeed. “According to the FIA (2002), the average retention rate for a fitness club is 60.6%; each year a club will lose approximately 40% of its members. Any industry losing nearly 40% of its customers on an annual basis should scrutinize itself.”(Watts, 2012) As this is a scholarly source and an academic thesis, it contains verifiable data (both qualitative and quantitative) about the fitness industry, its retention rates, projected growth and what the results mean.

Woycenko, R. (2006). Fitness Club Membership Sales a to Z. Fitness Business Canada, 7(4), 24–26. Retrieved from

“Fitness Club Membership Sales A to Z,” this article provides information on how to sell a fitness club membership. The article is written with a certain topic in mind starting with each letter of the alphabet, giving short advice from A to Z. It mainly goes over how to sell a membership to new clientele and mentions the importance of positivity, finding out consumer’s problems in order to offer a solution, and how to retain their membership in order to get referrals. The article is a good resource in helping to know how to sell a membership to a consumer and how to keep them.

Claritas. (n.d.). Retrieved from

Claritas Prizm is a tool designed to give you the given population demographics of any zip code in the United States. It provides a detailed analysis and breakdown of each demographic population in any given area. It is a resourceful tool to not only locate a target demographic but also determining the method in which to roll out a campaign in a particular location based on its demographics.

Manchester NH Population. (2019). Retrieved from

The article “Manchester, New Hampshire Population,” gives the estimated population of Manchester, the population density, as well as the overall median age. This is helpful in understanding how large the population of Manchester is and what ages to potentially advertise to. It also shows the demographics of the people living in Manchester and a chart of the city’s population growth.

Fusion, J. (n.d.). What Is the Target Market for Fitness Gyms. Retrieved from

“What Is the Target Market for Fitness Gyms,” is an article that gives information on the target market for fitness gyms. It goes over how most gym members live in close proximity to their gym and are more likely to pay more money to go to a gym closer to them. It also gives information on how children are becoming the targeted market for gyms and the current demographics attending fitness gyms. This article is resourceful in that helps define who the current market is and the new targeted market too.

Situational Analysis

The situational analysis is an overview of the circumstances Average Joe’s is facing as a startup fitness center in a competitive market. It is comprised of a market analysis including geographics, demographics, and competitive analysis.

Market Analysis


Average Joe’s will begin serving clients in Manchester, NH. Since Manchester is a larger community, we will look to serve clients in a fifteen mile radius from the location. If this initial offering is successful, Average Joe’s will look to expand to surrounding communities.


Manchester, New Hampshire’s estimated population is 112,525 according to the most recent United States census estimates. Manchester, New Hampshire is the largest city in New Hampshire based on official 2017 estimates from the US Census Bureau. The overall median age is 36.5 years, 35.5 years for males, and 38 years for females. For every 100 females there are 104.6 males. The median income for households in Manchester, New Hampshire is $56,467, while the mean household income is $70,077.

There are three primary target audiences for this Average Joe’s plan. People over the age of 55 enjoy a growing awareness about how fitness improves the quality of life for people with chronic conditions like diabetes, heart disease and arthritis, so this is the first target audience. The number of young people, ages 16-24, is increasingly overweight, so this group is an additional primary target audience. A third primary target audience will be adults, aged 30-45, individuals who want to get into shape but lack the knowledge, and feel uncomfortable in the chain fitness center atmosphere. The secondary audiences include anyone in a fifteen mile radius from one of the fitness facilities where convenience is a factor.

Segment A DemographicsMen and Women ages 55+

Household income $35,000+

Geographics: Manchester, NH and 15 mile surrounding radius

Segment B DemographicsMen and Women ages 16-24

Personal income of $25,000 or less

Geographics: Manchester, NH and 15 mile surrounding radius

Segment C Demographics Men and Women ages 30-45

Median household income of $60000+

Geographics: Manchester, NH, and 15 mile surrounding radius

Competitive Analysis

There are no lack of gyms in Manchester, NH, ranging from big box gyms, boutique fitness studios, small gyms, specialty gyms, outdoor boot camps, and personal training studios. However, many of these gyms cater to heavy lifters, body builders, and extreme athletes and forget about the average consumer who is still looking to get healthy. While many may offer personal training for free, competitive price and a supposedly open atmosphere, many prospective customers may still consider these places to be overwhelming for someone who is new and unsure of how and what to do, or for those who may have anxiety over exercising in public.

SWOT Analysis

StrengthsAffordabilityInclusivityVariety of class timesAvailable daycareOpen 24/7Classes for all fitness levels at off-peak hoursFree trainingPositive attitude amongst staff and clienteleWeaknessesCompetition from other fitness facilitiesSimilar perks offered from other fitness facilitiesLimited public awareness of perks/promotionsLocation in proximity to other fitness facilitiesNot focusing on competitive athletes/over catering to average exercisers
OpportunitiesTapping into different demographicsClasses/fitness training for seniors Class times geared towards stay-at-home parentsOffering pay-as-you-go gym duesNo lengthy contractsMulti-year discount on renewalsAdvances in technology and interactive gym equipment (ex: Bikes with built in TVS)ThreatsThe economy – will people continue to be able to afford a gym membershipCompetition – other gyms offering similar promotionsMembership retention as a wholeIncreased cost of living

Strategic Objectives

Based on the analysis of Average Joe’s, its competition and available opportunities, we have developed objectives to support the strategy of the IMC plan for a January 2020 opening.

Cultivate brand awareness that is different from other gyms that cater to the non-athletic.

Create an innovative way that caters to people at every level of fitness, but especially to those who are new to exercise.

Create social media accounts that are highly interactive with customers.

Offer fitness classes and maintain records of participants so they can track and record their progress.

Partner with the local senior centers, community centers and libraries on an advertising campaign to promote the brand and attract customers.

Launch advertising campaigns on local college campuses and hand out flyers.

Offer incentives such as first month free for new members, one free month per referral that leads to new membership, and incentives to retain members such as a multi-year discount on renewals.

Use technology to the company’s advantage. Invest in quality machines that will last for a long time and promote cleanliness for all the equipment.

Reiterate the benefits of working out and staying healthy to local demographics to spread awareness and attract customers.

Creative Brief

The development of a creative brief will ensure that all Average Joe’s communication is integrated and targeted to the appropriate audiences. All creative pieces must adhere to the brief.

Why are we advertising?To promote Average Joe’s grand opening, establish a brand name, and attract new customers.
To whom are we talking?Anyone looking to join a gym that is inclusive to everyone.
What do they currently think?Average Joe’s is just another gym.
What would we like them to think?Average Joe’s is inclusive to all people of all different fitness backgrounds. (Body builders, cross fitters, average gym attendees).
What is the most persuasive idea we can convey?Average Joe’s honestly wants to provide support and help those who are afraid of exercise or who feel like they are too uncoordinated to exercise.
Why should they believe it?Take a free class or personal training session and see how much fun it can be at Average Joe’s. Talk to other members, ask questions, seeing is believing. Take advantage of positive word of mouth, and offer a positive experience for every consumer
Are there any creative guidelines or mandatories?Average Joe’s logo and colors-red and yellow
Tone of voice?Welcoming, warm, positive and reassuring.

Key Messages

Key messages are directed to all of the target audiences. They are simple, straightforward statements of which all Average Joe’s audiences should be aware.

At Average Joe’s, we celebrate the uncoordinated. We know that sometimes the most awkward need the most encouragement and assistance. We’re here to teach, support, and celebrate all on their fitness journeys.

We feel that it’s important to create a community of people who feel accepted and encouraged. We develop plans for every person who joins, customizing plans that are specific to each individual. We encourage each member to grow at their own pace, and learn the joys of fitness without fear of bullying, or ostracizing.

Consumers will truly have a place where they can exercise, feel welcomed and accepted, achieve their fitness goals, and make friends to share the journey.

Most gyms will over charge for personal trainers, classes and custom plans. Average Joe’s promises all of this at an affordable rate that is suitable for every individual or family.


The following is a concise statement that incorporates the essence of what Average Joe’s wants every member of the target audience to believe and remember about the organization.

At Average Joe’s, we celebrate the uncoordinated. We feel that it’s important to create a community of people who feel accepted and encouraged. We develop plans for every person who joins, and customize a plan that is specific to that individual. With Average Joe’s, you will truly have a place where you can exercise, feel accepted, and achieve your fitness goals.


Thumbnail Sketches of Ad Concepts

Broadcast Media Scripts

TV Spot

Client: Average Joe’s

Title: Two Left Feet/Grand Opening Specials

Length: 30 seconds

Writer: Susan Anderson/Carrie Cataldo

Someone is clumsily trying to follow along in a Zumba type class with two left feet (they are actually wearing two left shoes and stumbling about).ANNCR: (VO) Not everyone is coordinated. Some of us may even have two left feet.
The person is now on a treadmill, still with two left shoes on, and is obviously struggling just to keep up.ANNCR: It may be challenging for some of us to just even walk.
Average Joe walks approaches the treadmill to lend encouragement and helping hand.ANNCR: (A.J. Actor) Having a little trouble there, friend? Two left feet? Been there myself, let me help!
Average Joe pats the person on the back in a kind manner that suggests “it’s okay”.ANNCR: At Average Joe’s, we understand that sometimes people need a little extra help. We may have even fallen off a treadmill ourselves once or twice.
Average Joe guides them back to the Zumba class where they exercise together and are having fun being uncoordinated together.ANNCR: At Average Joe’s, we celebrate the uncoordinated. We won’t just stick you on a machine with a few minutes of instruction. Heck, we might even have fallen off a treadmill ourselves once or twice.
It’s the end of the class and the person is thanking Average Joe with a hug, while getting high fives and smiles from other members and instructor.ANNCR: We feel that it’s important to create a community of people who feel accepted and encouraged. We develop plans for every person who joins, and customize a plan that is specific to each individual.
Average Joe’s logo comes up on the screen with the address and website below.ANNCR: Come down and see us, and visit our website, Facebook, Instagram and Twitter for upcoming specials. Average Joe’s – Not your average gym.
 MUSIC: Rayelle – “Get Dat” as background during scripted scenes, coming to the forefront as scene fades out to logo.

Radio Spot

Client: Average Joe’s

Title: Grand Opening Specials

Length: 30 seconds

Writer: Susan Anderson/Carrie Cataldo


ANNCR: Have you ever wanted to join a gym but were afraid to because you have two left feet?

SOUND: SFX of tripping, things crashing, random moan

ANNCR: Don’t worry, at Average Joe’s we’re here to help you!

SOUND: Trumpet welcome

ANNCR: At Average Joe’s, we celebrate the uncoordinated. Heck, we may have fallen off a treadmill once or twice ourselves. We won’t just stick you on a machine with a few minutes of instruction. Come join our community where people are accepted and encouraged. We develop plans for every person who joins, and customize a plan that is specific to each individual.

SOUND: more crashing, voice reply “really?”

ANNCR: From now until January 1st, you can join with no money down, no contracts, and your first month’s free. Come find out what makes us different!


ANNCR: Average Joe’s, not your average gym!


Other Copywriting & Art Samples

Brand Tagline

Not Your Average Gym


The following logo was designed to be used on all communication.

Business Card

Business card designed for Susan Anderson, CEO

Front SideBack Side

IMC Objectives

The Average Joe’s Gym and Fitness Center aims to have 50 members apply to the gym by the opening of our first location, on January 1st 2020.

Continuously improving customer satisfaction, community involvement, and customer retention. After Average Joe’s opens its doors, we aim to increase our membership by 30% in the following 6 months in order to meet the needs of the surrounding community. The increase should be aimed to continue at a rate of 10% every 3 months.

Average Joe’s plans on consistent financial growth each quarter.

Six months after launching all social media accounts; Average Joe’s will have an average of 20 interactions per post, per social account, per day. This will be reached by running share/retweet contests for free shirts and through posts that contain a call to action.

Six months after launching all social media accounts; Average Joe’s will reach a total of 100 likes/follows on each social account. This will be reached by running share/retweet contests for free shirts and through paid social ads.

Continuously improving customer satisfaction, community involvement, and customer retention.

IMC Recommendations

In order to make this a successful roll out and campaign, we recommend that the company initially engages in a full media blitz, using both traditional and social media. For traditional media, we suggest that the television advertisement be aired during programming that is also aimed at the target demographics. To reach the first target demographic of 55+, television ads will be aired during news programming and daytime talk shows, and radio ads aired extensively on talk radio programs and stations like NPR (National Public Radio). The next two target demographics, 16-24, and 30-45, we recommend adding social media to the advertising mix. Television advertising should be used during the afternoon and early evening programming, such as sports and entertainment/reality shows. Radio advertising is recommended for the following genres/channels: classic rock, easy listening and current pop/top 40. This will ensure that our target demographics are reached. We suggest that the advertisements should initially be placed into heavy rotation to stimulate interest and excitement about the offering. This should continue until the initial goal of 50 new members in the first month prior to the opening of the facility. Once that initial goal is realized, traditional media advertising should be cut back enough that the campaign isn’t oversaturating the market but enough that the company reaches its next goal of a 30% membership increase over the next six months.

It is also our recommendation that the following social media applications are utilized: Facebook, Instagram, Twitter, TikTok, and Snapchat. While a social media campaign isn’t necessarily aimed at the 55+ demographic, it is our belief that by heavily engaging in an online campaign, both of the 16-24 and 30-45 demographics will be exposed to our message. The company’s social media campaign will be to strategically announce specials, promotions, and events. Social media accounts should be heavily monitored and frequent interaction is encouraged in order to meet S.M.A.R.T. goals. It is our strategy to be as interactive with our target audience as possible. Facebook, Twitter and Instagram should be used to announce giveaways, events and other promotions, as well as, sharing client success stories, answering questions, and reiterating the company’s position. Social media applications Snapchat and TikTok should also reiterate the company’s position but in an entertaining, eye catching way. They should direct current and potential clients to our webpage and to the big three social media pages (Facebook, Instagram and Twitter) in order to get more information and special offers.

Traditional advertising is also recommended in the initial offering. Print ads should be placed in local newspapers, mail inserts and flyers to be placed at local businesses, centers and schools. In addition, it is our recommendation that banner ads be placed on local area business websites such as: local newspapers, restaurants and boutiques. We also recommend using a service such as, which places TV advertising in restaurants and other local businesses. This will also ensure that our offering is placed in front of our target demographics in an unexpected way. Additionally, we advise joining the local chamber of commerce in order to be listed on their site and become part of the local business community.

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