I had the opportunity to learn from Elisabeth Diana of facebook back when I was in grad school. Now I have updated and took her comments into consideration and present these to anyone. Any comments and/or referrals would be greatly appreciated. Thank you very much!

1. Creative Briefing
Presented to
Elisabeth Dana | Corporate Communications Director at Facebook
Presented by
Alan Arguelles | Jamies Yam || Account Planning 2
March 2011
Revised 2015

2. Company Story
Started in 1983 as a one-club
operation, the club was originally
called 24 Hour Nautilus founded
by Mark Mastrov.

3. Since then, the
company grew to over
420+ clubs around the
U.S. and several clubs
in HK, Singapore &
China under the name
California Fitness.

4. Brand Mantra
Change lives through fitness

5. With their success, there’s
also challenges

6. Challenge
MEMBER RETENTION

7. The industry has pushed heavily
of recruiting new members, but
has not paid too much attention
on retaining current members.

8. Retention rates of memberships
are as low as 50 – 60 percent
within 90-120 days since sign up

9. This is not only a case for 24 Hour
Fitness, but for most fitness gyms
as well.

10. Goal
Embody a lifestyle brand

11. Competitors

12. Direct
Competitor

13. Background
More than 45 years ago, Joe Gold opened a modest fitness
center in Venice Beach, California and began a tradition of
commitment, passion and dedication that is now practiced at
more than 600 locations across the globe.

14. Persona: The Good
Big
Sexy
Strong
Prestigious
“The gold standard”

15. Know your own strength
Brand Mantra

16. Persona: The Ugly
Intimidating
Taunting
Aggressive
Scary
Stereotyped as
“lunkheads”

17. Direct Competitor

18. From a single club opening in the UK in 1993, Fitness First has expanded
through Europe, Australia and Asia. It is the largest privately owned
health club group in the world; operating in 370 clubs with around 1.3
members around the world.
Background

19. Fun
Active
Balanced
Convenient
“The Metro Gym”
Placing their gyms at Commercial A buildings in Asia, Fitness First
offered convenience of fitness like getting your hair done.
Convenience didn’t really translate to profit.

20. Early 2014, Fitness First started rolling out their new image - all centered
around the idea of “Rewriting the Rules of Fitness”. A £225-million
investment in an effort to upgrade the company, and revitalize the static
gym market. From a new logo to staff training, to facilities, the project is
a complete overhaul.
In the first 8 months, they have received 16,000 new sign-ups.
Re-branding

21. Believing that fitness evolves over time, Fitness First aims to break the typical
gym experience. They have developed their own core class called, “Freestyle™”
- utilizing their studies based on Dynamic Motion Training (DMT).All to be at the
cutting edge of fitness innovation.
New brand, new philosophy

22. Indirect
Competitor

23. Founded during the height of the Great Depression,
Dr. Sidney R. Garfield wanted to treat anyone who needs care,
no matter what financial status they were in.
Background

24. Along with Henry J. Kaiser, Dr. Garfield pushed a new kind of ideal:
emphasizing prevention. By keeping people healthy and treating them
early on to prevent more serious problems later. Rather than merely
treating illness and injury, they spearheaded a new kind of care.
Background

25. To contribute to the well-
being of our communities
Brand Mantra

26. Trends Report

27. In smaller group activities, people’s learning progress are higher
with concentrated attention from passionate instructors. Several
studies suggests that this help push people to work harder and
perform better when they have the company (or friendly
competition) of others in a smaller group setting.
Small Group Activities

28. Nutrition information is easily accessible, but that alone is no
longer enough. Not only are people becoming more aware of
what they eat, but also where the food comes from. From
locally grown to organically farmed produce, people are
thinking over long-term effects of their behaviors not only for
themselves, but to their community and environment as well.
Socio-consumption

29. Wearable smart devices are now widely accepted as a means to
track and store fitness activities. From heart rate monitoring, to
personalized coaching, wearable tech is another platform for
people to gather and import information to share their peers and
continuously inspire each other. Eventually, the same information
may also be forwarded to their doctors or health care providers to
give them a more personalized care / treatment.
Information + Inspiration

30. Our Audience

31. They desire a prolonged good
quality of life (even up to when
they retire) and be able to enjoy
the company of friends and loved
ones, doing similar activities
together such as travelling, hiking,
etc.
Active Engagers
(early 20’s to mid-60’s)

32. They exercise not to look like super models
or bodybuilders, but to be able to do
everyday activities with more energy and
with ease (functional rather than aesthetics).

33. Active Engagers want to have enough time
and energy so they can continue to pursue
what matters most to them. They see
exercise as a means to their end, not as a
place to spend their time after work.
Active Engagers train for life’s adventures,
not just for the looks.

34. OUR MAIN MESSAGE
“Start here, go further”

35. Brand Channels
Opportunities & Suggestions

36. Social
Media
CHANNEL:
Communication
Platform
Self-
expression
Tool
How
they
use it
Create
and/or absorb
content
Organize and/or
influence people
Life
Comparison
Relationship
builder
Why They Use It:
+ A form of entertainment
+ Self validation (“I’m right, right?”)
+ Reinforce the bonds of their
support system
+ To be constantly connected to
people that matter to them
+ To feel the sense of belonging
(tribal)
+ To be recognized (self-esteem,
confidence, respect by others)

37. Social
Media
Encourage and develop
off-class interaction, to build a
community of like-minded
individuals that continuously
inspire one another.
BRAND OPPORTUNITY

38. MOBILE
APPS
CHANNEL:
Platform
Connector
Micro
Transaction
How
they
use it
Micro
Entertainment
Mobile
Productivity
Digital
Companion
Digital
Toolkit
Why They Use It:
+ To stay updated with the times
+ Portability
+ Feeds their curiosity
+ As a topic of discussion
+ As a topic of discussion
+ Source of constant
stimulation

39. MOBILE
APPS
CHANNEL:
Develop cutting edge
technologies that will utilize
information as a means of
encouragement with member’s
performance.
Examples:
i.e. In-house app that can be
integrated with third-party
tracking devices
ii. Live progress board that
encourages other members on
their performance and/or
activity
BRAND OPPORTUNITY

40. Web
Site
CHANNEL: Platform
Connector
Online
Transaction
How
they
use it
Validate
Company
Credibility
Modern
Socialization
Consume
Information
Why They Use It:
+ To validate company
credibility
+ Look for additional
information about the
company (schedules,
locations, etc)

41. Web
Site
CHANNEL:
i. Integrate personalized data of
each member’s progress. (i.e. Let
members log / upload their own
data -- from nutrition
information, calorie counter,
water consumption, etc) . This
creates a space for to make
fitness suggestions to reach
member goals faster.
ii. Make it more social (i.e. within
members, let them find other
members with the same fitness
goals. This may also help
solidify member retention).
BRAND OPPORTUNITY

42. REBRANDING
IDEAS
ENERGY + ENTHUSIASM
You are adventurous. Everyday is a path to the
unknown that constantly opens up to you. You
wake up feeling revitalized. Excited and poised
to take on what seems to be impossible. You
are inspired, but grounded. Ideal, but a realist.
Enlightened and balanced. Energy is your
second name. This is your life. This is what you
do. This is what gets you up in the morning.
‘Exercise’ is not a chore. It’s in your bones, in
your blood. It a part of you like the sun is to
the vast blue sky. You are ready – every 24.

43. My take on fitness:
Health should be thought of as
a whole day experience 24/7.
You train for a few hours, be
conscious of what you put in
your body, and you reap the
benefits on a day to day basis.
Health should be viewed as a
holistic approach.

44. Color Treatments SAMPLES
#DA1D2A
#0E0025
#FF6828
#006DB5
Colors that
signify
individual worth,
power, energy,
and integrity.

45. OTHER LOGO Treatment SAMPLES

46. OTHER LOGO Treatment SAMPLES

47. OTHER LOGO Treatment SAMPLES

48. Gyms usually give off an intimidating impression to anyone
who’s just starting out. At times there’s not enough guidance
and supervision once you join one. Fitness instructors are
available, but their focus is more on using the facilities. This is
not enough. Sweating in the gym is only half of the work; the
right diet, motivation, and some lifestyle changes should also
be considered to help members really achieve their fitness
goals faster. A holistic approach should be emphasized to
differentiate themselves from other gyms.
“More than just a gym, this is where change begins.”

49. A little about me:
I’ve struggled on weight issues myself. Since
College, I had the “yo-yo diet”. I would lose it,
only to gain it twice more after a few months. I
joined 24HF in 2007, had a personal coach, and
eventually stopped going to the gym for the
next 5+ years. Fast forward to the present, I
tried crossfit and other gyms and their classes.
It seems that there was no one-stop shop
solution for my fitness goals. But with a few
help and encouragement from friends, I think
I’m closer than ever before. I am still working
on my goals, but I’ve never felt better than
now.
Currently, I like to take nature pictures,
experiment on food, stay updated on tech
startups, and just hang out with friends.
@alanarguelles
More about me:
vimeo.com/alanarguelles
instagram.com/autodidactyl