MODULE 1: DIGITAL MEDIA AUDITClient: Anytime Fitness Date: 11/03/2015

Criteria Examples or observations Rating 1 to 10

Broad vision of how digital media can transform the company

This firm uses digital media to utilise and connect its wide network of facilities. This demonstrates its understanding of its customer’s needs and wants in regards to gym facilities and health/ fitness. It uses digital media in a way that is consistent with its corporate goals of ease of use and ease of access. Digital media also increases viability of using this brand of gym as opposed to competitors because it offers easy to access trials that can be done online, health, training and nutrition advice that can be accessed online and a tool for locating the nearest gym to a person or position in the world. This use of digital media again demonstrates the company’s understanding of how to meet and exceed their customers’ expectations.

8

Integration of marketing, IMC and digital strategy

Anytime fitness uses traditional and digital media to advertise a few main themes. These include these ease of use of the product, the ease of access and the people and community that the gym fosters (Anytime Fitness (a), 2015). The gym works very hard to provide each franchisee with support to advertise in a way that is consistent with the message of the brand. (Anytime Fitness (b), 2015). The company also has very similar values and styling evident in their digital marketing, internal marketing (marketing to current members), branding of the space/ gym and use of outdoor advertising.

9

Digital strategy (please articulate)

The strategy is to both to create awareness of the brand and its positive features while also making it easy for the consumer to want to and be able to spend money on the services anytime fitness provides by creating a visually appealing and easy to use website and a well maintained Facebook page, blog, Instagram and twitter. The strategy uses other digital features such as diet and activities that a sponsored and modelled on the brand to help create a sense of connection between the audience and the company.

9

Strategically consistent, company-created brand messages

The company provides training for all franchisees on how to advertise and market the company. The individual franchises have their own Facebook pages where they can interact with other clients and the managers seem to be trained to moderate these forums based on the values of anytime fitness.

7

Degree of company involvement in digital and social media

The company has a few levels of involvement in social media. The company has a corporate Facebook page which posts general information and tips that are in accordance with the strategy of getting closer with the consumer such as health and diet tips. The company also interacts with customers who are dissatisfied with

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the service or have other queries on the page (appendix 1). The franchises also often interact with social media much in the same way although in a capacity more specific to their particular franchise.

Digital tools and social used by the company

Facebook (corporate and franchise) https://www.facebook.com/anytimefitnesshttps://www.facebook.com/AnytimeFitnessKeperraQld https://www.facebook.com/AnytimeFitnessBowenHillsWebsitehttp://www.anytimefitness.com/http://www.anytimefitness.com.au/Bloghttp://blog.anytimefitness.com/Twitterhttps://twitter.com/anytimefitnesshttps://twitter.com/anytimefitausInstagramhttps://instagram.com/anytimefitness/

10

Frequency of use of digital and social media tools

Posts on most forums daily depending on franchise. Facebook seems to be the most active forum and it is differentiated from the others in that it is where the company has direct contact with customers and vice versa.

9

Examples of content shared

Appendix 2https://instagram.com/p/zF0pzsAZLj/?modal=trueThe audience seems to be physically active women who are interested in romance and valentine’s day. These women are possibly single and the intended action is that these women enter a “relationship” with the gym.Appendix 3http://blog.anytimefitness.com/start-running-habit-4-steps/The target audience for this piece seems to be people who aren’t that fit. The copy suggests that the customer add the goal of running 5k’s to their list of goals. The intended action is that people get fit and achieve their goals by using Anytime’s gymsAppendix 4https://twitter.com/AnytimeFitness/status/572037464904343552The audience for this item of copy is people who are organised with their work outs. The intended action for this advertisement is that the customer uses this calendar to organise themselves and complete the work outs at Anytime Fitness’s gyms.

Strategic user engagement

The company interacts with specific customers (app1) and also with their intended target audience of people currently at the gym and people considering joining the gym. It strategically posts content that is both useful to the customer/ audience and also promotes the company. The company knows that the audience often goes online to find diet and exercise advice and if they trust Anytime Fitness to give them this information then they may be likely to trust Anytime Fitness as their preferred Gym

9

Measurement of digital performance

Anytime fitness has demonstrated a good understanding of their audience and customer base and has used this knowledge to target them with relevant positive information consistent with

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the brand image. Anytime Fitness appears to be a digital/ social media savvy organisation and because of this it seems likely that they have a strategic methods to test and measure their performance. They could most likely gather data from consumer comments on their Facebook page and other sources to understand both what customers are saying and what customers seem to need. It is clear that Anytime Fitness maintain a large presence and respond to customers on their Facebook, and it is likely that these conversations are recorded and referred to. They also most likely monitor what is being said about them on consumer websites, Facebook and Twitter. They could also use service such as google analytics also.

*Where 0 indicates a lack of achievement and 10 represents optimum achievement.

ReferencesAnytime Fitness (a). (2015, March 8). Anytime Fitness. Retrieved from

http://youtu.be/DegnW3OVG6c

Anytime Fitness (b). (2015, March 8). Support. Retrieved from Anytime Fitness: http://www.anytimefitness.com.au/franchise-opportunities/support

Appendix 1

Appendix 2

Appendix 3

Appendix 4