Fitness Club at the Woman’s Center for Wellness

Project:
"I Am" Campaign

Components:
Internal: Poster, Flyer, Banner, T-Shirts
External: TV, Radio, Print, Outdoor

Client:
Fitness Club at the Woman’s Center for Wellness
Woman’s Hospital
Baton Rouge, La.

The Fitness Club at the Woman’s Center for Wellness in Baton Rouge, Louisiana, has strong loyalty and retention among current members. To motivate more women to join, BBR developed the “I Am” campaign, which used a variety of actual members — not models or actresses — to capitalize on the appeal of the club’s inclusive and supportive all-woman atmosphere. By integrating the branding over multiple channels of communication, the “I Am” message was delivered to our positively feminine and fabulous audience loud and clear. Our empowering messages consistently reinforced the club’s philosophy that the greatest reward of physical fitness is feeling great about yourself on the inside, rather than simply looking great on the outside.

To get the perfect mix of “real-life” talent, BBR held an on-site casting call that attracted more than 125 interested members. The process generated real-life, personal profiles that brought the campaign to life.

The “I Am” campaign was a true success. Not only did it increase membership numbers higher than the client’s original request, but also because the messaging truly resonated with the target audience in a deeply personal and inspiring way.