Social

Media Plan





Prepared by Arlette Bax, Jillian Dasti, Riley Harding, Justin
Ricardo and Diana Valle

Table of Contents
Introduction ................................................................................................................................. 3
Current Business Situation ....................................................................................................... 3
Current Social Media .................................................................................................................. 3
Deeper Audience Identification ................................................................................................. 4
Content Capabilities ................................................................................................................... 5
Content Creation ..................................................................................................................... 5
Platforms ..................................................................................................................................... 6
Facebook ................................................................................................................................. 7
Twitter ...................................................................................................................................... 7
Instagram ................................................................................................................................. 7
YouTube ................................................................................................................................... 8
CrossFit .................................................................................................................................... 8
Recommended Tactics ............................................................................................................... 8
Guidelines for all platforms .................................................................................................... 8
Facebook - Energia page ........................................................................................................ 9
Facebook - CrossFit page (CrossFit Greektown) ............................................................... 10
Twitter .................................................................................................................................... 11
YouTube ................................................................................................................................. 11
Instagram ............................................................................................................................... 11
Evaluation .................................................................................................................................. 12
Conclusion ................................................................................................................................ 13

Introduction
Energia Athletics is an athletics studio located at 164 Danforth Ave. The studio is focused on crosstraining and offers a mix of running, yoga, kettlebell and spinning classes. Energia Athletics also includes
an athletic wear store that sells workout clothing, running shoes, exercise props and more. Energia was
founded ten years ago by fitness experts Lea Amaral and Jon Dunnill and has been so successful that it is
moving to a larger location at the corner of Pape Ave. and Danforth Ave. in January 2016. This time of
transition is the perfect time to reflect on and renew the companys social media efforts.

Current Business Situation

As mentioned, Energia Athletics is doing quite well and as a result is moving from the Danforth Ave and
Broadview Ave area to Danforth Ave and Pape Ave. The new facility will feature three studios, a store
three times the size of the current one, and will add CrossFit to the companys offerings. This expansion
will allow Energia to increase its class offerings and its store selection to include skipping ropes, weights
and more. The store is currently the only retail athletics store in the area and is the only virtual ride
spinning studio in Toronto. The company will also be adding a treatment room and hiring an RMT.

Owners Jon and Lea hope that the move will also allow for a shift in their target audience. Energia is a
boutique style store and studio currently attended mostly by women who live within walking distance.
The shift to Pape Ave. increases the scope of their net east and west, as at Broadview most athletes do
not travel across the bridge for a studio. The new location will be positioned as a destination place
rather than a neighborhood place. The addition of CrossFit will also allow Energia to attract more young
people, in particular men.

It is important to note that owners Lea and Jon emphasize that they would like Energia to be a
successful business on its own. They do not want themselves as individuals to be integral to the
company brand.

Energia is a strong business with much to offer its clients.

Current Social Media

The transition associated with the change in location allows for much opportunity with the companys
social media. At present, Energia Athletics has a website, a Facebook page, a Twitter account and an
Instagram account.

The owners have already decided to have the website professionally redesigned. The brand will change
from Energia Athletics to simply Energia. The website will feature new, professional photos of the
instructors and the new location, (these can also be used on their social media platforms.) Energia also
currently has a monthly newsletter, which keeps its existing clientele updated. Between its variety of
classes, the retail store and its upcoming additions Energia has more than enough sources of content.
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Owners Jon and Lea have identified the goal of their social media efforts as building a community with
existing clientele and class attendants in order to assist retention and engagement. It is also used as an
advertising tool for classes and store promotions, to increase awareness of the company, and as an
educational tool with regards to their products offered.

Deeper Audience Identification

Current Energia Clients

Demographics

- Female
- 30-50 years old (median age is 42)
- Affluent
- University Educated

Psychographics

- Live an active lifestyle

- Health and wellness are a priority
- Have families/ children
- Support local businesses
- Non-car drivers (walk or use TTC)

Geographics

- Clients live east of central Toronto

- Live on the Danforth and up to Pape Village

Future Energia Clients

One of the goals of this social media plan is to expand and identify new clients for Energia Athletics.
Demographics

- Male
- 18-29 years old
- Young Professionals
- Students

Psychographics

- Urban lifestyles
- Single
- People who own and drive cars

Geographics

- Expand to be known as a destination

location
- Get clients from central Toronto

Current Neighbourhood description (taken from Prizm)

Educated
Wealthy
Families and older couples
Elegant and semi-detached homes
Cultured, enjoy art, film and opera
Well-travelled
Professional Achievements

Targeted Neighbourhood description (taken from Prizm)
Young
Singles
Tech-savvy
Educated
Culturally diverse
Enjoy fitness clubs, bars, boutique clothing
No children
Extra income
Globally conscious consumers

With the research provided, it is clear that in order to reach the desired target audience it is vital to
expand the geographical area of Energia. By becoming a destination location as opposed to a local
community location, the client demographics will change. In order to do so, promotion in these areas
combined with a strong social media presence on the suggested platforms is vital.

Content Capabilities
Content Creation
Creating branded Energia content is the best way to show expertise in the field and connect with clients
online. It is a great way to show Energias voice and to tell their story.

Energia has a wide variety of pre-existing content that can be used to enhance their social media
presence. This will be easy to do if they leverage the content they already are creating. Many businesses
are turning to writing blogs to enhance their social media presence and to better connect to their
audiences. However, a blog is a lot of work. Energia already produces a newsletter that they can use,
instead of a blog, to showcase their expertise and share updates. The Energia newsletter is a great piece
of content that can help build the Energia brand if it were promoted via social media.

Energia has another advantage for creating their own content. The business itself is full of great video
and photo opportunities. Social media can be used to promote their store merchandise. Photos of the
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merchandise are a good source of unique content. They also have a beautiful studio space to use for
filming workouts and taking photos of classes. All of this is great content for social.

On top of all this, Energia has a staff full of professionals and thought leaders in the field of health and
wellness. By using the pre-existing knowledge, content can easily be created. For example, using
workouts and tips that the staff already know, is great content for social media. Sharing knowledge is a
great way to create your own content on social.

Curating (sharing content that was not produced by Energia) is another great way to add content across
social media platforms. By curating content, Energia would be demonstrating to their audience that they
have an appreciation for the field of work and that they are part of the health and wellness community.
The followers will see that Energia will not only have a passion for their work, but that they understand
the industry trends.

Curating content is a good way to gain social media presence because many people follow businesses to
get news. A recent study shows that out of all the people who get their news online, 74 per cent of
those women follow health sources to get news on that topic, and 56 per cent of men do the same.
Curating content related back to health and fitness is a great way to gain followers and create a
presence on social media.

While creating or curating content, it is important to understand what kind of content your audience
needs. A recent study shows that older generations prefer to read long and detailed content, where
younger audiences like to keep it short and sweet. This is important to note since Energia is looking at
expanding their audience to a younger demographic. With this in mind, it would be advised that Energia
provides a variety of different content with different lengths and themes so that all of their demographic
is considered.

Platforms
The usage of Energias social media platforms should reflect the needs and attitudes of its target
audiences. Understanding the target audiences characteristics, such as age and genre, is an important
step in developing social media quality contents. The business platforms should offer current and
potential clients reasons to follow, like and engage with Energias profiles.

Considering that Energias current audience is formed mostly by females between 30 and 50 years old
and the business has the goal to increase its audience among young people and males, we decided to
focus our social media efforts on four platforms: Facebook, Twitter, Instagram and YouTube. Currently,
Energia is already engaged on Facebook, Twitter and Instagram, but there is room for usage
improvement and consequently strengthen its brand awareness. We also identify YouTube as a good
opportunity to promote Energias services, such as Yoga, Kettlebell and Spinning classes, and create
identification with current and potential clients.
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Besides being a great way to interact and engage with current clients, these platforms represent an
excellent opportunity to reach out its new target audiences and to increase awareness. Through these
platforms, Energia can also build a community with its clientele, helping with client retention and brand
identification.

Below is a detailed explanation of why we chose to use these social media platforms to target Energias
audiences.
Facebook
With over a billion and a half users around the globe, Facebook is the largest social media network.
Many age groups are present on Facebook: 87% of adults 18-29 years, 73% of adults 30-49 years, 63% of
adults 50-64 years and 56% of adults 65+ years use this platform. Facebook is the most adequate
platform to engage with current customers and also to promote brand awareness to its new target
audience.

Through Facebook, Energia can build a community with existing clientele and class attendants. The
Energias page can also be used as an advertising tool for classes, explaining exercises objectives, health
and physical benefits, as well as for promoting Energia store, such as products offered by the business.
Facebook is also the ideal platform to inform about promotions, registration, holiday hours and special
classes.
Twitter
With a good percentage of active users between 18-29 years (37%) and 30-49 (25%), skewing toward a
younger audience that corresponds with the prospective Energias clients, Twitter can be an effective
platform to engage with the customers and to show the brands personality. In Energias case, Twitter
can be a powerful platform to share inspirational and motivational quotes about fitness, health and
well-being, as well as to share interesting articles related to this topics, promoting events and posting
short reminders and links redirecting to Energias website.
Instagram
With over 300 million users, Instagram is a popular social media for brands, especially if the brand wants
to target a younger audience. 53% of 18-29 years use this platform. For that reason, improving Energias
engagement on Instagram can be pivotal to attract younger clients to the store and to the fitness
classes. For being a visual social media platform, Energia should post high quality photos of its products
(running shoes, athletic clothing and accessories) and of its classes (Yoga, Running, Kettlebell and
Spinning). Instagram is also the perfect platform to share short videos of the classes and also teasers for
longer videos posted on Energias YouTube page.

YouTube
With over a billion users, YouTube is an incredible resource for people that are seeking health and
fitness tips. We recommend that Energia engages customers on Youtube, since we believe that it is the
perfect channel to show the business expertise about fitness. Creating an account on YouTube, Energia
can create various playlists, separating the videos accordingly with exercise disciplines. With little
teasers posted on Instagram redirecting to the YouTube page, the audience will find longer and more
enlightening videos, such as exercises tutorials and tips. These videos can be very helpful to build brand
awareness for Energia.

CrossFit
CrossFit will have specific regulations on how often partners (like Energia Athletics) need to post content
to various social media platforms. The social media manager will need to be aware of these regulations
and post accordingly. If in accordance with CrossFits regulations, we suggest creating a separate
Facebook page for Energias CrossFit department. This would prevent Energias regular audience from
becoming annoyed by frequent CrossFit workouts and results posts. However cross-promotion between
the CrossFit and Energia pages is encouraged. For example, the CrossFit page could share store sales and
promotions, and the main Energia page can occasionally share CrossFit workouts.

Recommended Tactics
Social media efforts should be managed by one person (a social media manager), with guidance and
suggestions provided by the business' management. This social media manager would be responsible for
monitoring the social media accounts, producing and posting original content suitable for each platform
and responding to audiences through these social media accounts (eg. Twitter replies and retweets,
Facebook replies and comments, etc.).

The social media manager should post content and engage with online audiences often and consistently.
It is also important to maintain clear and regular communication between the social media manager and
management. Management should be aware of what is being posted on their social media accounts and
should be clear in what they expect to be posted (or not posted) online.

Guidelines for all platforms

Post/respond in a timely matter

o Try to respond within 24 hours, 48 hours maximum of a business or person engaging
with you
o Post consistently (weekly, daily, etc., not heavily one week then sporadically the next)

Link to website content frequently, and try to vary content between platforms

Facebook- Energia page

We recommend that Energia maintains only one official Facebook page. Any unofficial accounts, pages
or groups should be shut down as they can create confusion for customers and are not overseen by
management. The Energia logo should only be used on the official company page.
Post thought leadership/tips and tricks content
Interact with customers (respond to comments, questions, etc.) in a timely manner
Link to YouTube videos you create
Themed posts that complement business objectives and values (ie. Motivation Monday)
Post images of events you hold or are part of and classes
Post staff recommendations for exercises, certain products
Link to monthly newsletters
Highlight store promotions and showcase products

Sample Post

Facebook - CrossFit page (CrossFit Greektown)

Link to YouTube workout videos (CrossFit videos)

Post images and promotions for workout accessories relevant to CrossFit
Photos of people participating in the classes
Post official CrossFit organization content
Daily workout outlines
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Workout results

Twitter

Update profile photo to a high resolution image of Energia logo

Post themed tweets every week
o Eg. Motivation Monday tweets (motivational quotes, etc)
Engage with followers by re-tweeting and/or responding to all positive tweets that Energia is
tagged in
Follow and retweet other local businesses in the area
Link to YouTube videos (workout of the day, yoga sessions, promotional videos, etc)
Link to website features
Link to any media coverage you are featured in (online news articles)
Link to newsletters

Sample Tweet

YouTube

Post a series of themed workout videos (timed for weekly posts; can be filmed all at one time if
convenient and then distributed during the year/season/etc)

Include product placement and reference equipment that can be bought from Energia store
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Instagram
Post images of products sold in store
Post staff recommendations for exercises, products
Share images of classes in action
Post images of staff (staff highlight of the week) doing Energia activities
Share teaser video clips of YouTube workout tutorials

Sample Post

Evaluation
We will measure the success of our social media plan by comparing it to the statistics we have gathered
from Energias previous social media accounts. From there we will compare likes, shares, re-tweets,
follows and views. We will also be able to evaluate the success of our platforms by the use of our
hashtags and how much attention each one gets. The more people that get behind each hashtag would
equal more company interaction over social media. Hashtags such as #MotivationalMonday and
#WorkoutWednesday will be used on the majority of social media platforms so it will be easier to
monitor audience reaction and interaction.

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Since our YouTube platform would be a new addition to Energias previous social media accounts we
would evaluate the success by the number of views the video has received. Our YouTube platform
would be connected to our other social media channels so we will also evaluate our YouTube content
based on the hashtag interaction since our #WorkoutWednesday hashtag will be directly connected to
our YouTube account. Once people see these videos the goal is for them to take part in the workout and
post their results online, which is also part of the CrossFit process. By people posting their workout
results online we will be able to get a better evaluation on the effectiveness of our videos and how
many people are interacting with them and actually doing the workout.

We also intend to offer exclusive sale promotions on our various social media channels. These sales will
only be found on Energias social media channels, so therefore only their followers will have access to
the sales. Customers will be given special discount codes, which will be posted on Energias social media
channels such as Twitter, Facebook and Instagram. By doing so we can evaluate which customers are
using Energias social media channels and reward them for doing so. This will also provide extra
incentive for customers to follow Energia on social media and hopefully direct more people into the
store.

Another way we will evaluate the effectiveness of our social media plan is by surveying new customers
who come into Energia and ask them how they heard of Energia. If the majority of new customers say
they heard about Energia through social media then our social media plan will prove to be effective.

Conclusion
Energia Athletics has identified the appropriate platforms for its target audiences and is sharing relevant
content. The transition to the new location presents great opportunities for renewing social media
accounts and the management of them. The new location also provides great additional sources of
content which can be leveraged to successfully engage with both existing and new clients. Through
consistent posting of relevant, original content Energia will be able to increase awareness of the
company, retain existing customers and expand its audience.

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