In case you missed it, last month was Heart Health Month. Of course, we immediately wanted to find a way for our heart-healthy client, Orangetheory Fitness, to become involved. To do this, Orangetheory Fitness hosted an American Heart Association Go Red Charity event at all seven locations across Houston. Not only were we able to pull off yet another successful campaign for our client, but we also raised money for the American Heart Association and helped spread awareness for heart health!
Our goal for this campaign was to spread awareness for Heart Health Month by encouraging Houstonians to try a heart-healthy workout provided by Orangetheory Fitness. Through this event, we also wanted to raise money for the American Heart Association, a local non-profit that raises awareness for heart disease. This was our first city-wide event that engaged all seven Houston-area Orangetheory Fitness locations, which helped build exposure across the entire Houston market. The campaign even led to OTF gaining more members!
Through public relations tactics, our ongoing social media efforts and contributing to calendar event listings, our team was able to secure coverage from multiple online publications. Through unique pitching to TV, print and online publications, our team secured stories in Houstonia Magazine online, The Katy Times, The Buzz Magazines, The Katy Rancher, Your Houston News, and Houston Press. However, the coverage did not stop there! Two TV stations, KTRK ABC13 and KHOU Channel 13, promoted the AHA Go Red Charity Classes on air with interactive segments on Saturday morning. Each segment was between 3-4 minutes, and in both, trainers demonstrated exercises and talked about the health benefits of the class, in addition to promoting the event details, so interested viewers could sign up to attend that afternoon.
Our team also promoted the event through all of OTF’s social media channels including Twitter, Facebook and Instagram, posting about the event once a week to make sure it didn’t get lost in users’ busy feeds (and lives). Additionally, we posted these on-air segments to the Facebook page to promote the event and continue to spur excitement from members who would be excited to see their favorite trainers on air. Lastly, our team engaged with and tagged members before and after the event, receiving very positive feedback!
As a result of this community relations campaign, Orangetheory Fitness was able to raise $2,290.25 for the American Heart Association. On Twitter, our client gained 45 new followers, had 928 profile visits and was mentioned by interested attendees 20 times throughout the month of February. Through AHA-related posts on Twitter, Orangetheory Fitness was able to reach more than 3,900 people. Our efforts on Instagram were a hit, as well. Between all of the Instagram accounts from all seven locations, the AHA-related posts received 301 likes and 15 comments. As of February 25, all AHA-related posts on Facebook grew all pages by 358 new followers, reached 60,358 people and garnered 1,040 likes, 47 comments and 79 shares. Go team!
We are so proud of campaigns like this one, where we’re able to work with clients for the greater good. Thanks to Heart Health Month, we not only increased the social media following for Orangetheory Fitness, but we also were able to give to a great cause!
© 2016 Integrate Agency