fitbitAquaMolly Aigeldinger, Megan Dunn, Matt Jacques, Salvatore Sherma,
Maddy Waldron
Contents1.SWOT Analysis
2.IMC Campaign
3.Public Relations Plan
4.Events & Sponsorships Plan
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Strengths● Social Element● Media Presence● Price Point cheaper than
competitors● Strategic Partnership with Tory
Burch● Strategic Partnerships with other
fitness apps
Threats● Larger tech companies● Skews more to female audiences
than males● Stereotyped as the fitness
tracker for the “non-athlete”
Opportunities● Green technology● Extrapolate to larger athletic
audience● Expand globally● Olympics 2016● Use of celebrity spokespersons● Make waterproof
Weaknesses● Flex band easily replicated● No strong international presence● Not Waterproof
Waterproof adaptation to fitbit Flex
Wear everyday, everywhere fitness band
Appeals to water athletes
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IMC Campaign
1. Creative Brief
2. Traditional Media
3. Digital/ Alternative Media
4. Budget Breakdown
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Creative Brief
Conquer All Terrains
Train With Your Nation Olympic Extension
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Traditional Media
Magazines
Men’s Health, Women’s Health, Fitness, Esquire, Shape, Health & Fitness, Cosmopolitan
Radio
Local radio stations throughout the country, focused around cities with higher presence of joggers and water athletes(market research)
Television
ESPN, Fox Sports, special extended spots during large sporting events (especially Olympic related events) 7
Conquer All Terrains Print Ad
“Life never stops. And your fitness band shouldn’t either. With fitbitAqua, you
can run, walk, bike, ski and now, swim. Dive into the possibilities of the
industry’s sleekest waterproof athletic tracker to unleash your full potential.
#ConquerAllTerrains”
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Train With Your Nation Print Ad
“Tim Hornsby does not let the fear of a little water damage keep him from
training big. That’s why he uses fitbitAqua, the now waterproof fitness band which tracks activity, exercise,
food, weight and sleep.
Let your fitness band think for you. All you have to do is dive in.
#TrainWithYourNation”
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Train With Your Nation Radio Spot
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“Life never stops. Your fitness band shouldn’t either. We’re taking ‘you vs
you’ to a whole new level. With fitbitAqua, you can run. You can walk. You can swim. You can dive. You have no limits. Now nothing can stop you
from reaching your goals. Just like how nothing stops them. We’ve teamed up with Olympic athletes to bring the Rio
experience right to your fitness routine. So now, you can train with
your nation”
Conquer All Terrains TV Commercial
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“Life never stops. Your fitness band shouldn’t either. We’re
taking “you vs you” to a whole new level. With the new FitBit Aqua, you can run, you can
walk, and now... you can swim your way to a healthier you. No
matter what your goals or where you are on your journey, FitBitAqua helps you conquer
all terrains.”
Digital / Alternative Media PlanNew Social for fitbitAqua
Facebook, Twitter, Youtube, Instagram
Enforce lifestyle branding and water resistance among social platforms
Incorporate in app
Website
Integrate with campaigns
New landing page for Aqua
Other
Sponsorship
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@fitbitAquaFacebook
User-generated content campaigns
Advice for a healthy lifestyleTwitter
Athlete takeovers
Youtube Video advertisements
i. Share workouts
ii. Share healthy lifestyle advice
iii. Incorporate athlete endorsers in videos
Instagram Athlete Takeovers Share UGC
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New Landing Page
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Media Schedule
Pulsing/BURST media schedule Picks up in the early spring months prior to the Olympics.
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Late May- August
January
December
Media Budget Breakdown
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Media Advertising Budget: $41 million
Percentage of Spend● TV: 59%● Digital: 20%● Magazine: 14%● Radio: 6%● Other: 2.4%
Public Relations 1. Objectives
2. Tools
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Objectives
Create a campaign promoting the new fitbitAqua product that educates and informs the target market of the product extension.
Create an emotional bond between the image portrayed by the campaign and the consumers the ads are aimed at.
Implement a sense of continuity by featuring the overarching slogans of “Conquer all terrains” and “Train with your nation” on all media platforms.
Create excitement around the new product and the campaign itself. 18
ToolsSend press release to relevant publications that match our target
market, to inform the public and create excitement surrounding the launch of FitBit
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Events / Sponsorship
s1. Objectives
2. NYC Triathlon
3. Olympic Trials
4. Rio 2016
5. IMC Reinforcement
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NYC Triathlon 2016
Raising awareness for the new Fitbit Aqua, especially its new water proof feature
NYC Triathlon on July 26th, 2016
First 100 registration winners receive personalized fitbit with number and color.
Cost of goods sold = $10,000 maximum 21
USA Swim Tryouts: Omaha, NE
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Promote #TrainWithYourNation tagline and campaign.
Top finalists who progress to the Olympic games are offered the opportunity to be sponsored by fitbit for the future app.
Fitbit representatives will be at the final competitions to present select swimmers with a sponsorship deal.
Event takes place June 26th - July 3rd
Train With Your Nation: Rio 2016
Will be launching sub-campaign, Train with Your Nation, pre/during the duration of the Rio 2016 Olympics.
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Using these platforms as a Cross Promotional Tool users to interact with each other and athletes within the social app.
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Digital and App Interfaces
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● Demo of the user interface on mobile app and online. ○ Pick an athlete and follow their
training routines so you can #trainwithyournation
Train with Your Nation Social InterfacePrototype of what the social interface will look like after you “Pick Your Athlete.”
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Thank youAny Questions??
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