Beat The Gym

Preliminary Marketing Plan

This social media marketing proposal, designed by Ricardo Sanchez is created exclusively
for use by Santiago Sanchez and authorized business partners of Beat The Gym

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EXECUTIVE SUMMARY
SITUATION ANALYSIS
TARGET AUDIENCE
STRATEGY AND TACTICS
IMPLEMENTATION
GOALS AND OUTLOOK
PLANS AND FEES
PAYMENT AND CONDITIONS
ACCEPTANCE

1. EXECUTIVE SUMMARY
Beat The Gym is a startup mobile application that is attempting to connect both trainers to
clients, and general fitness enthusiasts to each other in a social manner so that they can find
like-minded individuals to play with. Beat The Gym is still in beta phase, and is still in need of
a value proposition and market position. Preliminarily, this application is being described as
being similar to Uber in terms of UI and consumer use.

2. SITUATION ANALYSIS
Beat The Gym is still currently in development and has little to no branding or marketing
strategies in place. This proposal will begin to outline preliminary target personas in an effort to
craft a successful brand ecosystem that will lead to the app claiming a market position as the
sole influencer in social fitness connectivity, which will lead to heightened b2b and b2c
conversions.

3. TARGET AUDIENCE
In order to succeed, Beat The Gym must craft messaging and content that will cater to both a
b2b and b2c audience, defined herein.
B2B: Part of the Beat The Gym's business strategy consists of connecting trainers to fitness
enthusiasts who want to quickly and easily find a time/place where they can do
yoga/meditate/play soccer/etc - and then the brand would collect a percentage of any money
paid to attend the class. Due to this aspect of the business strategy, the brand's social media

campaign must target independent trainers, or other fitness professionals who would be
interested in making some extra money on the side by teaching extra classes. Currently,
most trainers and fitness professionals make a low salary, so messaging and content would be
crafted in a way that would lead them to believe that Beat The Gym is the best way for them
to boost their income.
B2C: Aside from targeting trainers, Beat The Gym must also target potential consumers who
would want to either a) spend the money on a sports/fitness class of their choice, at a
convenient location or b) find people around them who already have organized a scheduled
'sports hangout'. While it is important for social messaging and graphic content to portray how
quick and easy it is to find a nearby fitness activity, the brand must also release a content
mix that will establish its position as an influencer within the digital fitness community.
For the launch of the app, the brand is going to targetyoung moms and yuppies in and
around the Miami, Florida area.
Pending approval of this marketing plan, a more detailed target persona plan will be
drafted for each target audience. More detailed business-end information is needed in
order to craft a full targeting strategy.

4. STRATEGY AND TACTICS

a. Instagram
Instagram will be used to curate the brand ecosystem asan influencer within the digital
fitness community. Concluded from preliminary research; Instagram has a vast and growing
audience of fitness enthusiasts and health enthusiasts, which alone provide two niche
audiences that the brand can use to target using fitness and health-based content.
b. Twitter
Twitter will be used as the primary outreach network for Beat The Gym. The brand will use
twitter to further its status as an influencer within the mobile app community, and to reach out to
trainers and fitness enthusiasts alike. Aside from targeted outreach tactics, Twitter will also be
used to reinforce the fitness brand ecosystem that Beat The Gym needs to create.
c. Blogging
A keyword optimized blog will be used to help Beat The Gym start to claim it's SEO keyword
cloud, and to rank higher in Google searches. Blog post subjects will include everything from

'top 10 XXX workouts' lists that will be socially shared online, and more in-depth articles or
workout tutorials meant to draw in both the B2B and B2C target audiences. Research will be
done into currently-trending fitness articles and trends, blog posts will be written based
on these popular topics to attract potential supporters.
*Aside from outreach, blogging can also be used to leverage product reviews for co-op
advertising campaigns with other fitness based brands.
d. Facebook
Due to it's loss of supporters and overall users, Facebook will be treated as a glorified content
repository in order to maintain consistent branding and messaging across social platforms.
Content will be hand selected based on other networks, and posts will still be scheduled for
peak viewership times based on their respective target persona. All targeting and outreach
tactics will be implemented into the Facebook posts, but more efforts will be based on
Instagram and Twitter due to their growing popularity.
e. Pinterest
Pinterest will be used to break into the 'health and fitness' niche audience (mainly women
interested in healthy eating recipes and tips). Pinterest will be the focus of any 'healthy eating'
content due to it's massive growth, and high concentration of female users over male users.
Pins on Pinterest will hyperlink back to the Beat The Gym blog website using SEO-friendly
keywords in order to reinforce the brand's keyword list.

5. IMPLEMENTATION
Upon successful approval of this campaign proposal, a separate meeting will be necessary in
order to create an implementation timeline.

6. GOALS AND OUTLOOK

This campaign aims to successfully brand Beat The Gym as a social influencer within the online
health and fitness community, and to increase interest from both the B2B and B2C target
audiences. Upon successful approval of this proposal, a separate meeting will be necessary in
order to cooperatively create social growth and conversion ratio goals.

7. PLANS AND FEES

All social media planning and management work for Beat The Gym shall be billed at a flat rate
of $3,000. Basic digital content creation and graphic design will be considered a part of social
media management, up until a certain level of work which will be defined and agreed upon at a
later date; subsequently leading to separate billing agreements per project.
Basic digital content creation and graphic design includes but is not limited to:
Ensuring all graphic posts are evenly toned across networks
Ensuring consistent font use and logo formatting for brand recognition
Balancing colors of text-based graphic messages to match company branding
Ensuring that posts including text-over-pictures are professionally formatted and
aesthetically pleasing.

8. PAYMENT AND CONDITIONS

Prior to a contractual agreement, proposal may be amended upon collaboration with Santiago
Sanchez of Beat The Gym, at the discretion of Ricardo Sanchez.
50% deposit due upon acceptance of this proposal, 50% due upon successful completion of the
campaign.

9. ACCEPTANCE
Your signature below indicates acceptance of this social media marketing proposal. Your initial
50% deposit will also represent acceptance of this proposal, and entrance into a contractual
agreement with Ricardo Sanchez.

Ricardo Sanchez, Professional Marketer

53 Goulding st., Holliston, MA, 01746 (774) 270-0479
Signature: __________________________

Date: _____________

Beat The Gym

Representative: (first name, last name): ___________________________
Signature: __________________________

Date: _____________