Orangetheory Fitness Complete Campaign

Complete Campaign for Orangetheory Fitness

Kylie Crowe

University of Kentucky

ISC 261

December 7, 2021

Mr. Kevin Keith

Chief Brand Officer

Orangetheory Fitness

Dear Mr. Keith,

Thank you for the opportunity to work with Orangetheory Fitness and work to expand the brand. I have learned a variety of information regarding the brand and am excited for the future of the company. I’m thrilled to say the campaign I have been working on throughout the semester has finally come to a completion. I have prepared several campaign materials to guide you through the work I have successfully rounded.

The campaign focuses on specific attributes gathered from a SWOT analysis, utilizing strengths from Orangetheory Fitness and opportunities that will allow the brand to increase memberships. A few strengths from OTF is the unique group-workout environment that allows members to work alongside others. Because it’s a smaller studio, it creates a more intimate and connecting environment for members. Additionally, the studio has instructional coaching to motivate and guide members throughout their workout which separates OTF from every other generic fitness center. An opportunity that is important to note and utilize is that the current pandemic has many people working out at home and feeling isolated without motivation; however, they can find community support from coaches, staff and members at Orangetheory that will create a welcoming and encouraging environment for new members.

The target audience I have chosen to focus on is emerging users who do not currently belong to a gym. They are primarily white women, aged 34-44, currently married and employed part or full time. They are living in urban and metropolitan areas, shopping at Finish Line and playing Tennis. I chose this target audience because they have similar demographics and geographics as Orangetheory Fitness’s current users and can relate to the healthy lifestyle interests as the current users. I have created a persona that you will find in the campaign materials, but I will detail a few typicalities of the target audience. A representative background of our target audience is a 35-year-old married woman with a household income of $70,000. She is active and interested in social media and is looking for a place that allows her to continue daily workouts with people to influence her. This is the group Orangetheory needs to target because these are similar qualities of our current users’ lives, allowing emerging users to feel relatable to the people they are working out with.

The insight I have identified is the target audience is looking for a gym that has a community environment and instructional coaching qualities. According to the Mintel database, the target audience still believes in the merits of exercising at the gym for the ability to be a part of a community (2021). Because the target audience is currently using workout programs, we know they are being instructed by an online coach and are interested in continuing that coaching. This is important considering Orangetheory offers high-quality, professional coaching to motivate members and a community of coaches, staff and members that will give the target audience the support they are lacking at home.

With that said, the key problem is the target audience has been using instructional at-home workout programs instead of utilizing fitness studios. According to a bar graph from Mind Body Online, only 20% of the population reported doing a HIIT workout in a fitness studio, while 30% and 40% used a virtual workout (2020). This is something Orangetheory needs to address, given the lack of HIIT workouts in fitness studios is decreasing engagement and memberships at OTF. This applies to the chosen audience, too, because they are using certain at-home workout programs, neglecting that Orangetheory Fitness studios offer exactly what they’re doing at home, except with expert coaching, support and more benefits that they cannot receive from an at-home workout.

The campaign objective I have identified is we want the target audience to come try Orangetheory Fitness, so they get a feel of the environment. They should feel the coaching qualities of an expert instructor and what it’s like to workout in a group communal environment with people and coaches that will support and motivate them. This will allow the brand to expand memberships and bring in revenue to the company. This is the appropriate focus for the campaign, given the instructional coaching and community environment is what the target audience primarily wants out of a fitness studio. If this campaign is implemented, we will see an increase in memberships from at-home workout users. The way this will work is through three steps. We will first reach our target audience by appealing to their fitness studio interests through executions that will be later displayed. Step two is our target audience will reflect on how Orangetheory provides all of their fitness needs and more, while their at-home workout lacks areas of their wants and needs. The final step is when our target audience will try Orangetheory and we will see an increase in memberships.

I am confident this campaign will show major success through reaching our target audience through various executions on different platforms that will all appeal to their desires in a fitness studio and more. Thank you for your time and consideration, and I look forward to speaking with you in the future.

Kind regards,

Kylie Crowe

Brand Strategist

Target Audience and Persona

Overall Target

Goal: Increase users who workout at home to start working out at Orangetheory Fitness

Demographics

Emerging users are predominantly white females, currently married and aged 35-44. These users have an associates degree or higher and are employed full or part time. The majority are not a parent to a child under 18 (MRI|Simmons, 2021). Additionally, their median household income is around $72,170, which is upper midscale (Claritas, 2021).

Geographics

These emerging users are living mainly in the South and West (MRI|Simmons, 2021). Based on the demographics, PRIZM shows that these users live in mainly urban areas, but there is a mix of metropolitan areas as well (Claritas, 2021).

Psychographics

Emerging users fall under the “believers'' in VALS (2021). 78% are women, and 57% are married. Almost half are employed full time, which makes room for people who are employed part-time. The HHI is $60,000, which is the nearest to $72,000. Believers are known to be economical, me-too followers and neighborly. They believe in basic rights and wrongs, rely on spirituality and faith, value constancy and stability and are not looking to change society. Additionally, they watch TV and read romance novels to find an escape and enjoy watching friendly communities (VALS, 2021). When looking at psychographics through PRIZM, the emerging users fall into the 25 up and comers category and the 37 bright lights, little city category. Emerging users in the 25 up and comers group are younger families who travel frequently for work and pleasure. Some of their specific lifestyle traits include owning a BMW, eating at Jimmy Johns, shopping at H&M, playing tennis, and flying Delta! They also enjoy the latest in technology and listening to Urban One (Claritas, 2021). Emerging users in the comparing group live further from the urban downtowns, but still love to go out on the town with frequent meals and attend sporting events such as minor league baseball and WWE events. Some of their specific lifestyle traits include owning a Jeep, eating at Papa Johns and shopping at Finish Line, in addition to following sports on instagram and twitter. They also use Amazon streaming services and enjoy visiting Orlando (Claritas, 2021).

Media Use

These emerging users agree that nearly all TV advertising is annoying, and when they’re in the car, they always listen to the radio (MRI|Simmons, 2021). When looking at social media, these users agree that they talk about things they see on social media in face-to-face conversations, and they pay attention to ratings and reviews posted online by other consumers (MRI|Simmons, 2021). The target audience does not specify which radio stations or social media sites they use.

Behavior

I am focusing on using emerging users that do not currently belong to a gym. They are currently utilizing at-home workout programs and videos.

Overall Target Justification

I am choosing to target emerging users because there are many factors that at-home workout users could benefit from. The majority of emerging users workout at home watching YouTube videos. OTF has a professional coach to guide customers and show them exactly how something should be done, whereas, if you were at home, the instructor would not be able to. OTF also provides all the equipment that you need to workout so users aren’t buying everything on their own. According to the MRI|Simmons for media use, emerging users agree that they track their calories from workouts using a mobile app or website. OTF has a free band that tracks that for you, in addition to a large variety of other factors for their workout.

Persona

Jessica Highland

“I need a gym that has instructional qualities and allows me to workout with a community.”

A DAY IN THE LIFE OF JESSICA

She wakes up early and always has a cup of coffee.
Works a 9-5 job
She always has a smoothie for lunch.
She decompresses by doing P90F every evening.
She has a dog that she walks every morning and evening
She usually cooks at home.
Likes to read a good book before bed.

BACKGROUND

Jessica is 35 years old.
She is married.
Lives in Tuscan, Arizona.
Works as a digital marketer for a commercial company

FINANCES

Household Income of $70,000
Likes to spend her money on health benefits and experiences
She prefers to use her debit card over cash

ONLINE BEHAVIORS

TikTok has her heart
Very active on Instagram and Pinterest
Uses Yelp quite often
Signs up for every eye-catching reward system

WHAT SHE’S LOOKING FOR

A place that allows her to continue her daily workouts
Someone to instruct her on workout adequate
A place that acts as a community for her
A good reward system
People to influence and motivate her

WHAT INFLUENCES HER

Her husband and co-workers
Her social media accounts
Digital prints that inspire her to create her own

BRAND AFFINITIES

Lululemon, Trader Joes, Subway, H&M, Starbucks, Aerie

HOPES & DREAMS

Becoming a digital marketer for her favorite brand
Moving up North for retirement
Having one child
Becoming an influencer for an athletic-wear brand
Making over $100,000

WORRIES & FEARS

Not being financially stable for a child
Getting divorced
Not being able to afford her dream car
Getting roped in to staying at her current job
Not being recognized on any social media for her lifestyle or digital work

MAKE HER LIFE EASIER

Reward systems
Getting to walk her dog in fresh air
Being able to drive to work easily
Having access to her favorite brands nearby
Getting to go wherever she wants without a child right now
Her cozy bedroom and bookshelf that sits beside the bed
Having a husband that likes to clean

Creative Brief

The Task

Business Objective. Sustain and increase memberships (Orangetheory Fitness, 2021).

Target Audience. Primarily white women, aged 35-44, currently married and employed part or full time. Household Income is generally around $72,000. Living in urban and metropolitan areas. Some shop at Finish Line and play tennis. They do not currently use Orangetheory Fitness.

The Insights

Target Audience Insight. They’re looking for a gym that is a community environment with instructional/coach-like qualities. “They still believe in the merits of exercising at the gym, like wider arrays of equipment and the ability to be a part of a community” (Mintel, 2021).

Communication Problem. OTF users are very dedicated to the services, but others have been using instructional at-home workout videos.

Communication Objective. We want our audience to come try OTF, so they can get a feel of the environment. We want them to feel the real-life coaching qualities of an instructor and what it’s like to workout in a group communal environment.

Measure of Success. We will see an increase in memberships from at-home workout users.

The Creative

Big Idea. You don’t need to use an app to workout, you can come to Orangetheory to get unique coaching qualities and a community to support your goals.

Evidence. Orangetheory is “science-backed, technology-tracked, coach-inspired group workout studio” (Groth, n.d.). Additionally, it uses the hashtags “#MoreLife” and “#DriTri” to showcase the community that is built through OTF (Orangetheory Fitness, n.d.). A message from OTF website details “it only takes a minute inside our studio to understand it’s not a competition-it’s a community” (Orangetheory Fitness, 2021).

Why it Matters. The target audience is looking for a workout coaching style and a community to support them. Orangetheory Fitness offers both of these qualities: the instructors to guide your workout, and a community of people that are working toward the same goal.

Brand Personality. Empowering - OTF is a family-oriented gym that offers everything you could need for a workout. We want others to join OTF and feel empowered by the coaching staff and the people who will support you.

Summing It Up

Orangetheory Fitness offers a unique coaching experience with a community to support your fitness goals.

Print Ad.

Direct Response Email.

Subject line: We heard you were waiting on a big change!

Infographic.

TV Commercial Storyboard.

Radio Ad.

Press Release.

FOR IMMEDIATE RELEASE Contact: Kylie Crowe, Orangetheory Fitness

Phone: +1(859)-595-4742

Email: kcrowe@orangetheoryfitness.com

ORANGETHEORY FITNESS CELEBRATES THE REOPENING OF ITS GYM FACILITIES ACROSS THE GLOBE

Orangetheory Fitness celebrates the reopening of its 1,400+ gym facilities across the globe, encouraging individuals to get back into the gym and gain a more vibrant life through Orangetheory Fitness.

[BOCA RATON, FLORIDA, October 29, 2021—] Orangetheory Fitness is celebrating the reopening of its gym facilities across the globe. Orangetheory Fitness is reopening the 1,400+ gym studios across the globe, encouraging individuals worldwide who have felt stuck working out at home to join the OTF family and gain a more vibrant life. All Orangetheory Fitness facilities in the United States will reopen to communities on November 10, 2021. All facilities in other countries will reopen in approximately one month as a vaccine is being made. All fully vaccinated individuals are not required to wear a mask.

This past year has exposed many individuals to a new, at-home workout style. At Orangetheory, individuals are guaranteed to start living a more vibrant life through the expert coaching and community of support. The family at Orangetheory Fitness will help individuals get back in the routine of spending quality time in a real gym environment. As gym facilities reopen, we encourage individuals to try Orangetheory Fitness to benefit their physical and mental health after a long awaited year to normalcy.

Donita, a member of Orangetheory Fitness, stated, “The awesome members and staff and Orangetheory have become like a second family to me. They’ve helped me realize my self-worth, and have motivated me to be the best version of myself.” Donita has been a member at OTF for over a year. She came to Orangetheory wanting to live a more healthier lifestyle and gain a family of support from her gym studio.

-MORE-

Orangetheory Fitness was created by Ellen Latham, a highly-qualified physiologist, who founded the company on the basis of giving individuals worldwide more vibrant lives. OTF offers a range of workout designs, including a treadmill, rower and strength training. It is a science-backed and technology-based workout facility. Certified coaches motivate members to reach different zones during the workout, charging up their metabolism and allowing them to burn calories even after 36 hours of the workout. Equipment is fully provided for members, which also includes an armband that tracks your heart rate, calories and more that tracks your fitness movements. Instructional coaches are there to guide you, encourage you and make the workout more enjoyable.

Orangetheory® (www.orangetheory.com) makes it simple to get More Life from your workout. One of the world's fastest-growing franchise companies, Orangetheory has developed a unique approach to fitness that blends a unique trifecta of science, coaching and technology that work together seamlessly to elevate participants' heart rates to help burn more calories. Backed by the science of excess post-exercise oxygen consumption (EPOC), Orangetheory workouts incorporate endurance, strength and power to generate the "Orange Effect," whereby participants keep burning calories for up to 24 hours after a 60-minute workout. Orangetheory franchisees have opened over 1,400 studios in all 50 U.S. states and 25 countries. The company was ranked #60 in Inc. magazine's Fastest Growing Private Companies list and was listed as #9 on the 2020 Entrepreneur Fastest-Growing Franchise 500 list. Visit www.otffranchise.com for global franchise opportunities.

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If you would like more information about this topic, please call Kylie Crowe at 859-595-4742, or email kcrowe@orangetheoryfitness.com.

Sales Promotion (social media post)

**Caption:** Looking for a New Year’s Resolution? Drop your at-home workout and join the family at Orangetheory to get your first month free! You can sign up for your first free class with one of our instructional coaches today at orangetheory.com.

CSR Social Media Post.

Summary.

This campaign thoroughly evaluates what Orangetheory Fitness needs to increase memberships and portray to the target audience that this fitness studio is best suited to their needs. The elements described in the target audience and persona set the foundation for what was to come in the creative brief, which details the campaign as a whole. These two pieces tie together through identifying what exactly our target audience’s values and interests are in a fitness studio and how we can appeal to their emotions through creating tasks, insights and creative measures. Based on information gathered in the creative brief, executions were developed to portray aspects the target audience wants out of a fitness studio, including the instructional coaching and community environment. Though this is not the main focus of the campaign, the target audience reported they are interested in tracking their workout stats, therefore, Orangetheory’s detailed workout summary was displayed in some of the executions to show the audience OTF has everything they are interested in (MRI|Simmons, 2021).

The executions illustrated previously help tie the entirety of the campaign’s goal together. Each execution shown included features that relate to the expert coaching members receive, along with showing the target audience that Orangetheory is not just a fitness studio, it is a community and a family. As previously noted, tracking stats was included in some of the executions, in addition to smaller elements, such as the workout design, membership options and accessibility to an OTF studio. Each execution encourages individuals to join Orangetheory for a surplus of benefits that they cannot receive from an at-home workout. The print ad, TV storyboard, radio ad, sales promotion and press release all directly target our audience by explicitly telling the audience to drop their at-home workout program and encourage them to try Orangetheory after working at home. The infographic and direct response email inform the audience by appealing to their desire to try new things and make new changes (MRI|Simmons, 2021). The CSR social media post portrays the welcoming and inclusive atmosphere Orangetheory promotes, which will appeal to the audience’s interest of a community environment and support. These executions illustrate to the target audience that Orangetheory offers everything they are interested in and more, piecing together the target audience and persona, creative brief, and all executions.

The problem identified was the target audience is using at-home workout programs instead of utilizing fitness studios. Specifically looking at spending the previous year in a pandemic, many individuals have become equipt to utilizing at-home services. This campaign is focused on encouraging those who do not belong to a gym to break their at-home routines through the executions I previously discussed. The campaign as a whole works to solve this problem by explicitly telling the target audience what a fitness studio can do for their health and how it is more beneficial than at-home workout programs. As stated before, a variety of the executions focus on telling the target audience to drop their workout program and try Orangetheory by providing information that appeals to their fitness studio interests.

Many of the executions provided work directly together to address the problem identified. Specifically looking at the press release, it discusses the reopening of over 3,000 Orangetheory Fitness locations after the pandemic. It encourages individuals who have been working out at home over the past year to get back in fitness studios and come try Orangetheory for the benefits that they cannot receive from at-home workout programs. The press release in particular addresses why many have transitioned to at-home workouts, while the various other executions work to show the target audience the campaign objective of Orangetheory’s environment.

The campaign objective set was getting the target audience to try Orangetheory Fitness so they could feel the environment. Through the executions provided, the target audience will feel the environment of instructional coaching and a gym that is a community. The executions appeal to their emotions and will allow them to reflect on the environment they are in when working out at home. The TV commercial and radio ad are two directly appealing emotions because the target audience will be listening and watching the atmosphere that members feel at OTF. Both of these executions explicitly target individuals who workout at home, showing that OTF has more to offer than what their at-home program does.

While their workout programs may have an instructor performing the workouts, they are not getting the in-person guidance and motivation from a high-qualified coach at Orangetheory. Additionally, the target audience is experiencing a lack of support from at-home workouts. Given their demographics and interests, these individuals are most likely working out alone or with a spouse. The campaign objective successfully shows the audience the environment they are looking for in a fitness studio and allows them to feel emotionally appealed by the executions. The print ad, infographic, email, and press release detail what the environment is at Orangetheory, where the CSR social media post portrays the welcoming, community feeling you are greeted with. This campaign effectively achieves the campaign objective through utilizing the interests of the target audience and executing those on various platforms that will encourage and convince the target audience to try Orangetheory Fitness, so they can feel of the environment.

Again, thank you for your time and the opportunity to work with Orangetheory Fitness.

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