Gym marketing for the membership drive and the people who viewed pricing but did not join

The three researched campaigns. The three researched gym campaigns are a neighborhood membership-drive campaign with a clear membership or trial CTA; a Meta membership-offer campaign plus retargeting for people who viewed pricing or otherwise did not convert; and a consent-based SMS promotional-offer campaign to drive prospects or members to time-sensitive membership and class offers.

One team. MBI is one company that plans, produces, and delivers campaigns from a single team in DeLand, Florida, and data, print, and delivery have been in-house since 1989.

direct mail marketing services →local business marketing →

What the sources document. Membership postcards are used to reach households within a gym's local service area.

USPS Domestic Mail Manual 602.5 provides that each address, except for mail bearing an alternative address format, in a mailing at commercial First-Class Mail presorted or automation prices or USPS Marketing Mail prices is subject to the Move Update standard, and that each address and associated addressee used on the mailpieces in a mailing must be updated within 95 days before the mailing date with one of the USPS-approved methods, which include Address Change Service (ACS) and the National Change of Address Linkage System (NCOALink).

USPS Domestic Mail Manual 602.5

postcard mailing services →direct mail cost →

What the sources document. Industry advertising guidance lists Meta ads and remarketing for people who viewed membership pricing but did not join.

FTC advertising guidance for small business states three basic rules: advertising must be truthful and non-deceptive; advertisers must have evidence to back up their claims; and advertisements cannot be unfair. It also states that an ad is deceptive if it contains a statement, or omits information, that is likely to mislead consumers acting reasonably under the circumstances and is material — that is, important to a consumer's decision to buy or use the product.

FTC, Advertising FAQ’s: A Guide for Small Business

Meta's advertising standards state that advertisers are responsible for understanding and complying with all applicable laws and regulations, and that ads must not promote products, services, schemes or offers using identified deceptive or misleading practices, including those meant to scam people out of money or personal information.

Meta, Advertising Standards

digital advertising services →

What the sources document. Fitness-industry SMS guidance specifically covers promotional offers sent to a wide audience, with legal safeguards for text marketing.

CTIA's Messaging Principles and Best Practices state that message senders should support opt-in mechanisms and that messages should be sent only after the consumer has opted-in to receive them, and that, depending upon the circumstances, a consumer might demonstrate opt-in consent to receive messaging traffic through several mechanisms, including but not limited to entering a telephone number through a website; clicking a button on a mobile webpage; sending a message from the consumer's mobile device that contains an advertising keyword; initiating the text message exchange in which the message sender replies to the consumer only with responsive information; signing up at a point-of-sale or other message sender on-site location; or opting-in over the phone using interactive voice response technology. Message senders should also document opt-in consent by retaining seven kinds of data where applicable, among them the timestamp of consent acquisition and the consent acquisition medium.

CTIA Messaging Principles and Best Practices

CTIA's Messaging Principles and Best Practices state that message senders should ensure that consumers have the ability to opt-out of receiving messages at any time, should support multiple mechanisms of opt-out including phone call, email or text, and should acknowledge and honor all consumer opt-out requests by sending one final opt-out confirmation message per campaign; and that message senders should not use opt-in lists that have been rented, sold, or shared to send messages but should create and vet their own opt-in lists.

CTIA Messaging Principles and Best Practices

digital advertising services →local business marketing →

The print format. Membership-drive postcards.

In house. Printing at MBI is commercial and variable-data printing, in-house.

USPS Domestic Mail Manual 201.1.2.1 sets commercial card-price physical standards at not less than 3-1/2 inches high, 5 inches long and 0.007 inch thick, with cards more than 4-1/4 inches high or 6 inches long, or both, required to be a minimum of 0.009 inch thick; at no more than 4-1/4 inches high, no more than 6 inches long and no thicker than 0.016 inch for each stamped card or each half of a double-stamped card or double postcard; at no more than 6 inches high, no more than 9 inches long and no thicker than 0.016 inch for each postcard; and within an aspect ratio (length divided by height) of 1.3 to 2.5, inclusive, with the exception that mailers may use an 11-inch by 8.5-inch sheet to create four identical-size postcards.

USPS Domestic Mail Manual 201.1.2.1

printing services →direct mail cost →