3 Stage Advertisement plan for Facebook

Goal
To induce the target customer to ask for a free trial class

Overview
Stage 1: Introductory Video which introduces Fitness Endeavour To the middle aged
population of Patna.
Stage 2: Video which directs the people to move to the website for the free e-book to home
workout.
Stage 3: A video which asks people to call/book/enquire for a free homme workout class.

Why Video?
 Cost: Videos have greater reach when compared to the normal images post and also
pack more information
 Engagement: Videos have more engagement then images and also, they acquire
more attention when a person interacts with it
 Re-Targeting: Facebook provides a targeting option in the ads creation page where
we can specifically target people who have already interacted with a previous video
which make this whole process possible

Stage 1
Introductory Video which introduces Fitness Endeavour To the middle-aged population of
Patna.
The video is supposed to be a gateway for people to know that Fitness Endeavour exists and
has a presence on Facebook. They should like and follow the page for regular advice on
health and nutrition.
It will certainly help if there are already some quality advice and guides present on the page.
Some posts on healthy food and some exercises that reduce belly fat will be appropriate
posts as in that age belly fat is the biggest concern for the target customer.
This stage will have only one video running which will be shown to the people of patna but
for better results a-b testing of multiple types of videos will be a good idea to see what
performs in the market.

Stage 2
Video which directs the people to move to the website for the free e-book to home
workout.
By the time Stage 1 is executed the website should be up and running. Assuming that to be
true this stage aims to take advantage of the tracking feature of Facebook Pixel. Once the
target customer visits the website, we can collect data on his activities there and later
retarget the one who don’t convert so easily with this campaign.
Also, once they choose to get the free guide, they will be required to submit their phone
number which can then be used to interact with them in the offline space.
I envision this stage to be the longest with multiple videos that give advice to the potential
customer and then asks them to download the free guide at the end. There can also be
image ads but those aren’t the most effective when explaining the movements of an
exercise. The videos/images might have a very personal feel to them which has a chance of
increasing the interaction.
This stage should also see a greater increase in the followers of the page and that should
also help to establish a brand name of Fitness Endeavour.

Stage 3
A video which asks people to call/book/enquire for a free homme workout class.
This stage is supposed to be a very direct call to action step where we directly ask the
customers to join the personal training program with a free trial class and consultation with
the dietitian. Since the people who are targeted in this stage are already familiar with the
brand, we can directly ask them to take an action which will change their health game once
and for all.
The people who don’t convert on this stage are least likely to join at the given point of time
and must be left alone to cool down for at least a half a month so that they can have a frest
start if we need to target them again.

Timeline
Depending on the needs of Fitness Endeavour all the stages are perpetual.
Stage 1 will start and should continue to run to acquire a new audience.
Stage 2 will start after 2 days – 1 week (depending on the budget and performance of the
video) as the people who have been introduces to the brand should be made to see some
content asap to develop the relationship and trust or else they might forget and we will
then have to start everything over.
Stage 3 should start after 2-3 weeks of stage 2 (depending on the amount of content that is
consumed by the audience in stage 2).
If the Campaign works as expected then only the creatives for the stages need to be
refreshed but none of the stages will be stopped as there will always be new customers to
acquire and convert. In a much later stage the budget might be reduced when the need for
new customers is reduced but stage 2 requires new content to be distributed to the existing
audience who have connected with Fitness endeavour for them.