- Client – Level 7 Fitness
- Industry – Charity Event / Blood Drive
- Date – 2018
Level 7 Fitness is a private fitness facility located in Clovis, California that is tailored to people looking to take their fitness to the next level. Owner and coach Vincent Houle brings the latest in cutting-edge training techniques to help upgrade your fitness.
The Give Back Blood & Sweat Event was created to celebrate Level 7 Fitness one year anniversary of being in business. The idea was to give back to the community by having both a charity fitness boot camp that raised money for the Central Valley Veteran’s non-profit organization and a blood drive with the Central California Blood Center.
The biggest obstacle was both the time and the date the event was planned for. There was less than a month to promote the event as the event was happening on Veteran’s Day weekend in November. So the goals were to;
- Gain awareness through local media outlets and local event websites.
- Build awareness about the event within the local fitness community.
- Build awareness about the event within the local community overall.
From there my measurable objectives were;
- Raise over $250 for the Central Valley Veteran’s organization.
- Have over 12 people give blood to the Central California Blood Center
- Have more than two dozen people attend.
Below are the strategies and tactics that I used.
- Social Media Marketing: I created an event page and a quick video slide show that people could share. The content was created with the idea in mind to tell people that this whole event wasn’t for the company but the veteran community and giving back to it.
- Social Media Ad Buying: I created an ad that targeted people who were into fitness and gave to charitable causes and within a 10-mile radius of the gym.
- Local Influencers: We tagged other local gyms in the area in the comments on Facebook posts to ask them to share it on their own social media platforms.
- Media Relations: When pitching local media, I pitched both newspaper and TV outlets talking about the owner who was fresh out of college and started his own gym, who wanted to give back to the community. I was able to get two newspapers to write about him before and after the event and the number one TV station locally to come out on the “day of” to cover the event.
- Marketing Material: I created a flyer that we put at the local children’s hospital, military recruitment offices, other local gyms, and half a dozen Starbuck Coffee shops in a 5-mile radius.
- Website / Landing Page: I created a landing page about the event on the gym’s website, so anyone on the website could find information about the event if they didn’t see the content on Facebook or Instagram.
- Event Logistics: On the day of the event, I helped manage the media, vendors that attended and took photos throughout the day.
Below were the final results.
- People Attending: 51
- People Giving Blood: 24
- Total Amount Raised: $1,200
In the short amount of time the event had to be promoted, I was able to surpass the gym’s expectations when it came to its goals and objectives for the event overall. The main objectives were met and then some. The number of people who attended the event saw a 112.5%+ increase from the original measurable objective. The number of people who gave blood saw a 100%+ increase from the original measurable objective. The amount raised for charity saw a 380%+ increase from the original measurable objective.
This campaign won awards in 2019.
- Public Relations Society of America “Image Awards” – Award of Merit: Campaign of the Year
- Public Relations Society of America “Image Awards” – Award of Excellence: Community Service