Overview

Fitness on the Go is the ground-breaking workout and physical training company founded by well-known Canadian athlete Dan Mez. The Fitness on the Go consumer promise is simple “We deliver fitness”. In an auspicious start, Mez unleashed a fleet of SMART Cars across the metro Vancouver area, sending certified personal trainers directly to homes of those who longed for better health, but had little time to fit a trip to the gym into their schedules.

  • TRAINERS - DOWNTOWN VANCOUVER

CONSULTING PROJECT
In preparation for a national role out and to lay the foundation for franchising, Mez engaged Shaky Egg Communications on contract to review & revamp:

  • Brand strategy
  • Company messaging
  • Pricing strategy
  • Sales engagement
  • Customer loyalty, retention and referral programs
  • Marketing and partnership strategy
  • Advertising and Public Relations planning
  • Promotions planning and execution
  • Marketing collateral
  • POSTCARD - MAIN

Holiday Promotion

Stafford brought critical insights from his work with tier-one brands to the creation of new Fitness on the Go consumer messaging and the development and execution of a bookended seasonal integrated marketing program titled Are You Guilt Free?

  • GUILT FREE HOLIDAY - CHOCOLATE
  • GUILT FREE HOLIDAY - WINE

The reason-to-believe is perfectly simple, register now for your New Year workout regime then go ahead and enjoy your holiday eating & drinking—guilt free!

PROMOTION ELEMENTS
Stafford built the promotion and partnerships, then executed the campaign, which was supported in the metro Vancouver area by an innovative marketing mix.

  • Partnership: Purdy’s Chocolates, Canada’s premier chocolatier
  • Partnership: Two Oceans wine, top import from South Africa
  • Panel Ads: over 100 top restaurant & bars (restrooms)
  • Panel Ads: over 80 medical centres and health clinics (restrooms)
  • Street Teams: 20,000 postcards distributed by street teams across metro Vancouver
  • Mail Drop: 40,000 postcards distributed by Canada Post to targeted postal codes
  • Radio: dedicated creative and ad buy: Z95, JRFM
  • Print: dedicated creative and ad buy: Georgia Straight, Tri-City News, Vancouver View magazine
  • Sponsored Content: feature article in Vancouver View
  • Movie theatre slides
  • Public relations effort
  • Microsite (sales funnel)
  • PANEL ADS

    • RESTAURANT & BAR (RESTROOMS)

    RADIO ADS

    Guilt Free Holiday (#1)

    Guilt Free Holiday

    Guilt Free Holiday (#2)

    Brand New You

    New Year Benefits

    After Patio Time

    Fitness Town Partnership

    One of Canada’s most successful fitness equipment providers, Fitness Town services both the retail and commercial markets. Leveraging Dan Mez’s established relationship with Fitness Town co-owner Dai Manuel, Stafford built a cross-promotion and cross-sales partnership featuring, high-impact in-store messaging.

    • IN-STORE WALL POSTER #3
    • IN-STORE WALL POSTER #4 (OFFER)

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    All product names, logos, and brands are property of their respective owners. Fitness Town logo is a registered trademark of Fitness Town Inc. Fitness on the Go logo is a registered trademark of Fitness on the Go Personal Training Ltd.