FREEDOM FITNESS

Merissa Rood
July 22, 2016
I.

Situation
Obesity is a major issue in the Atlanta area; it ranks as the 11th unhealthiest city in
America. People living in poverty lack access and resources to participate in physical
activity. Freedom Fitness intends to accommodate low-income families and individuals
by providing them with an equal opportunity to achieve wellness. The program also plans
to lower government healthcare costs, by decreasing the number of obese people in the
state.

II.

Objectives
The program plans to create brand awareness, gain media coverage,
encourage volunteering, and raise money to sustain the facility
through a variety of community events.

III.

Research
Focus groups were conducted amongst local community members to
gain an understanding of what events they felt their community would
respond best to.

IV.

Target Audience
Low-income individuals and families

V.

Strategies
1. Host grand opening
2. Encourage community involvement
3. Raise money to sustain facility
4. Gain media attention and promote grand

VI.

Tactics
a. Strategy 1Host grand opening:
i. Tactics
1. Ribbon/ceremony cutting
2. Hold facility tours
3. Product giveaways
4. Celebrity meet and greet (sponsors)
5. Class demonstrations
6. Inflatables for kids, food trucks, live music

b. Strategy 2Encourage community involvement:

i. Tactics
1. Advertise locally (billboards, schools, hospitals)
2. Collaborate with Boys and Girls Club
3. Offer promotions and coupons to volunteers (free
exclusive classes)
c. Strategy 3Raise money to sustain facility:
i. Tactics
1. Host athletic training camp (participation fee plus
equipment)
2. Host after school care program (charge admission)
3. Host 5K (charge for admission, participation, food,
etc)
d. Strategy 4Gain media attention and brand promotion:
i. Tactics
1. Send out media advisory for the grand openings and
fundraising events (5K, athletic camp, afterschool
care program)
2. Invite local radio stations to grand opening event and
5K
3. Sponsor local events (school functions)
4. Strategic advertisement placement (television,
billboards, online)
VII.

Evaluation
Our success will be measured by monitoring press coverage, observing
the events attendance, and the calculating the amount of money
raised.