MARKETING STRATEGY PLAN
INTRODUCTION
Target
• Women and Men. 18-60 Years Old
• Healthy consumers looking for an alternative to the traditional gym
Competition
• Barry’s Bootcamp
• The Lab
• Platform Studios
Period
• 12 Months: April 2024 - March 2025
2
PLANNING
Campaign Objectives
• Increase brand recognition by implementing effective digital and social strategies to increase awareness.
• We will plan a strategy with a full funnel marketing campaign where we will focus on branding (brand
awareness, brand value) product-to-market introduction and then conversion.
• We will develop a marketing message with a full funnel on the company’s strengths, such as the innovation
of a “club-like” gym in Dubai.
• Create a brand reputation that is in the UK, also in Dubai. Show it’s a British company. This will build
corporate trust and cultivate brand value and grow our brand loyalty.
• Drive conversions by utilizing digital campaigns and offers.
• Increase social media presence & engagement. Partner up with Influencers in the area and global. (Gymshark
Example)
• Increase website views, and time spent on page.
3
PLANNING
SWOT ANALYSIS
STRENGTHS
-British brand
-Innovative product
- Loyal consumers
WEAKNESSES
- New product on the
market (no past local
market history or
brand)
- Very niche market
- Physical location
OPPORTUNITIES
THREATS
- Health-conscious
mindset increase
- High competition
- Brand new to UAE
market
- 2-in-1 exercise and
have fun
- Digital Fitness
Programs
- Not understanding
concept (Club/Gym)
4
PRICES
1 REBEL DUBAI GYMS PRICE COMPARISSON
Gym
Intro Class
1 Class 5 Classes 10 Classes Membership
1Rebel
150 (3 sessions)
150
700
1300
1150
Barry's
85 (1 session)
125
605
1155
1540
The Lab
195 (3 sessions)
125
600
1100
1800
Platform Studios 105 (2 sessions)
150
700
1300
1399
5
MARKET RESEARCH
6
WEBSITE ANALYSIS
7
STRATEGY
Full Funnel Marketing
8
STRATEGY
PURCHASE
• Paid Social Media Content – Videos (Instagram, TikTok, Youtube)
• Google and Bing ads - Search, Display, Shopping and Video (Youtube)
• Influencer Marketing Campaigns - Workout Videos, Exclusive Subscription, Specific Product
Mentions , S/O
• Email Marketing Campaign
• Landing Page
• Sponsor Events
RETENTION
• Organic Social Media Content – Product (Instagram, TikTok, Facebook, Youtube)
• Email Marketing Campaign
• Upsell Product & Brand (Protein and meals)
9
STRATEGY
WEBSITE
• 1. Website - Improve website and populate with content about fitness and nutrition. Create a mobile-responsive website.
Create links to download app in throughout pages of the website. Create Blog pages and info pages, not just products and
classes.
• 2. SEO - Post once a week a new blog post to increase SEO and website content quality. More time on the website means
higher SERP quality rankings.
• 3. SEM - Create a google ads, youtube and ads campaign with potential clients searching for keywords like: dubai gym, gym
near me, home workout, etc. For google, the ads will direct customers to the website and/or app.
• Benefits of Google ads
-
3 Billion searches per day. Over 75% of search engines market share
Average CPC (Cost-Per-Click) $2.32
Totally measurable and quantifiable
Target your ads to a specific audience
Control costs
10
STRATEGY
11
MEDIA PLAN
Stage 1: Awareness - Months 1-2
Tone of voice: Branding, showing excellence, superiority, fit, fun, and health.
4 different branding posts per week. Post in: Instagram, Facebook, Tiktok, Youtube Shorts
• 1 Youtube Longer youtube videos where we focus on an actual full training session . Each Video for each
pillar. (Work with micro Influencer)
• Social media short videos and ads focusing on the benefits of exercising in a club - like experience
• Blog creation and nutrition posts. The new normal for a gym => Sweat and Smile
12
INVESTMENT
Source
Apr
May
Jun
Jul
Aug
Sep
Oct
Google Ads
$
10,000 $
8,000 $
10,000
$
10,000
$
10,000
$
8,000
$
8,000
IG Ads
$
5,000 $
5,000 $
5,000
$
5,000
$
5,000
$
5,000
$
TikTok Ads
$
5,000 $
5,000 $
5,000
$
8,000
$
5,000
$
5,000
$
5,000 $
3,000 $
5,000
$
3,000
$
5,000
$
Email Marketing Campaigns
$
3,000
$
3,000
$
3,000
Blog and Content Creation
$
3,000
$
3,000
$
3,000
Youtube Ads
Nov
$
$
10,000
$
10,000 $
119,000
5,000 $
5,000 $
5,000
$
10,000
$
15,000
$
5,000 $
75,000
$
5,000 $
5,000 $
5,000
$
10,000
$
8,000 $
5,000 $
71,000
3,000
$
3,000 $
5,000 $
5,000 $
8,000
$
5,000 $
5,000 $
55,000
$
3,000
$
3,000 $
3,000 $
3,000 $
3,000
$
3,000 $
3,000 $
30,000
$
3,000
$
3,000 $
3,000 $
3,000 $
3,000
$
3,000 $
3,000 $
30,000
$
15,000 $
130,000
31,000
10,000
$
25,000
$
15,000
Blog Sponsor ads
$
5,000
$
5,000
$
3,000
$
3,000
$
5,000 $
Video Commercial Production
PR Agency
Totals
$
$
3,000
$
3,000 $
10,000
$
$ 65,000.00
$
21,000.00
$ 46,000.00
5,000
$ 40,000.00
$ 59,000.00
Total
15,000
$
3,000
Mar
$
25,000
$
Feb
10,000
$
10,000
Jan
$
Influencer Marketing
Sponsored Events
Dec
$ 30,000.00
$ 50,000.00
$
34,000.00
20,000
$
20,000
$
5,000
$
5,000 $
5,000 $
3,000 $
5,000
$
3,000 $
3,000
$
28,000
$
10,000
$
20,000
$
5,000
$
10,000
$ 69,000.00
$ 79,000.00
$ 52,000.00
$ 54,000.00
$ 599,000.00
13