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As in previous exercises, you are a fitness center creating a campaign for people who want to get back into shape, and one of the personas you are targeting is Avery.
Avery is a person living in a major Canadian city center. They are their late twenties to early thirties and are in the top 20% in revenue in their city. With increased responsibilities at work and a newborn, Avery had put exercising aside for a few years. They feel sluggish, lack energy, and miss having a stronger connection with their body. With age, their body has also started to transform, and they have started to feel self-conscious about it. To remediate this, they want to get back into exercising weekly. They don’t have much time, and they also don’t know much about working out or the market—for example, where to work out or how to work out.
- Using the #fitness hashtag on Instagram, identify two exemplars of fitness accounts.
- Out of the four exemplars that you have identified in fitness (i.e., the two in the textbook and the two that you found), find the one that is the most appropriate for Avery.
- Then think of a topic that would be important to write about on social media for Avery.
- Break this topic down into three potential Instagram posts that you would create.
- Try to target each post to a different stage of Avery’s journey.
- Think of an idea for a gated piece of content that you can transform into a pillar page for your fitness website.
- Sketch a short campaign where you support your gated piece of content with three ungated pieces of content.
- Explain in a short sentence what each idea is about.
- Sketch (map in boxes and arrows) how these three ungated pieces of content relate to the gated piece (e.g., Where are they hosted? How are they linked together?)
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