Gym Advertisement Campaign
Recruitment Marketing Campaign (SigEp)
This was a self-initiated recruitment marketing campaign I led to support SigEp’s spring recruitment efforts, focused on reaching a more targeted audience through non-traditional, low-cost advertising channels.
Research & Strategy
I began by conducting target audience analysis based on SigEp’s emphasis on Sound Mind and Sound Body programming. From this, I identified our core audience as 18–20-year-old male students at Drexel University who are actively engaged in fitness, sports, and overall personal development. This group aligned closely with both our values and the types of campus activities (intramurals, development, and wellness programming) that SigEp members typically participate in.
Channel Identification & Outreach
With a limited marketing budget, I explored high-visibility, low-cost campus marketing opportunities. I decided on the Drexel Recreation Center as a strategic placement due to its consistent foot traffic from our target demographic. I reached out directly to Rec Center administration and secured approval to display digital advertisements on treadmill and elliptical machine screens.
Design & Collaboration
After securing placement, I collaborated with junior marketing members within the organization to develop concise, tone-appropriate copy tailored to a gym environment. The messaging was intentionally written to feel motivational, direct, and aligned with a fitness mindset, all while still communicating SigEp’s identity and recruitment goals.
I then designed a digital ad that:
- Matched SigEp national branding guidelines
- Maintained high legibility for moving-viewer environments (treadmills/ellipticals)
- Balanced recruitment messaging with fitness-oriented tone
- Included a clear call-to-action linking directly to our Instagram
Outcome & Impact
The campaign ran for two weeks and resulted in:
- 25+ new Instagram followers during the placement period
- A measurable increase in recruitment interest compared to previous comparable cycles
- Successful validation of fitness-centered, location-based recruitment marketing as a repeatable strategy