Objective: Americans resolve to get fit every New Year. LA Boxing has launched a campaign to coincide with the annual post-holiday fitness craze. The franchise is building awareness and dispelling myths about its three athletic specialties - boxing, kickboxing, and mixed martial arts. "We want to get across that LA Boxing - and these three areas - are good for everyone," said Carlos Torres, SAE at Pierce Mattie. Additionally, the effort will promote the company's fashion apparel line, slated to launch next month.
Idea: "When people think of boxing, kickboxing, and martial arts they get a little scared," he noted. This push aims to refute myths about violence surrounding these sports while emphasizing its health and fitness aspects. The target market is males and females in the 25- to 45-year-old range.
Tools: Media outreach includes consumer print titles and broadcast outlets. PR will also target regional press based in areas with LA Boxing locations to promote specific features of each gym. "We're inviting media to the locations," noted Torres. "We want them to try it firsthand." This includes inviting press to events held at LA Boxing facilities, such as competitions between pro trainers and other public activities. The apparel line will also be promoted as "casual chic" clothing to national women's magazines, he added.
Measurement: The effort will be measured with the enrollment figures it generates, including the demographics of those who sign up at LA Boxing because of the push. Measurement will also track the number of franchising opportunities the campaign spawns.
Company: LA Boxing
Campaign: Awareness campaign for LA Boxing facilities and clothing line
PR team: Pierce Mattie Public Relations
Other marketing: Advertising
Launch: December 13