Timeline
Before Opening: Broadcast Templates
Once you receive permission from your state and decide you’d like to open your doors, pick an opening date. At least seven days before opening send “Reopen Broadcast One — 7 Days Out.” Read through the email and make sure it’s consistent with your plans. If you don’t plan to continue Zoom classes, you can delete the sentence about ongoing virtual classes. Customize the message with your opening date and gym information.
If you loaned or rented equipment you will need to figure out when people can return what they borrowed. Give people enough notice so you get everything back before you open. Consider whether you want to allow people to keep some equipment if they aren’t ready to return to the gym. We suggest having people sign up for a drop-off time so you don’t have crowds of people in the gym at the same time, and so you can keep track of returns.
Three to five days before opening send “Reopen Broadcast Two — 3 to 5 Days Out.” This email will let your members know what you’ve done to prepare for reopening, how you’ll run the classes, and what you’re doing to keep your members healthy and safe.
One day before opening send “Reopen Broadcast Three - One Day Before Opening.” This email lets members know what you’d like them to do to help keep everyone safe.
These four emails are only the beginning of your reopening communication. Once your gym officially reopens, you should enroll all current members in the Reopening 100-Day Journey.
Day 1 - 90
100-Day Journey
The 100-Day Journey is a series of 21 emails and three tasks over the course of 100 days sent to all of your existing members and new members that join after you reopen, whether they’ve returned to the gym or not.
When you enroll in the UpLaunch Reopening Framework, all your current clients will be uploaded into UpLaunch. For existing members, the 100-Day Journey begins on the day you open your gym. When new members join they will also begin the 100-Day Journey, which will start the day their membership activates.
Take a look at the emails in the platform and customize as needed. You can also add SMS messages as desired for a more personal touch. The emails and SMS will then go out on the scheduled days.
Active Lead Campaign
Leads will enter this campaign from a form on your website, and our lead generation ads that will start after day 30.
The Active Lead Campaign is designed specifically for new inquiries reaching out after a post-COVID-19 closure. It’s 21 days and includes nine emails, two SMS messages, and one task.
Take a look at the emails in the platform and customize as needed. You can also add SMS messages as desired for a more personal touch. The emails and SMS will then go out on the scheduled days.
Brand Awareness
We place Facebook ads targeted at people in your geographic area who have interests that indicate they would be a good fit. This could include current members.
When someone clicks on one of these brand awareness ads, they go to a landing page. On the landing page, they have the option to opt-in and receive a free 30-Day At-Home Workout PDF. Once we capture their email address, this lead will enter the Brand Awareness - PDF Campaign.
Day 14 - 90
Reactivation Campaign
UpLaunch will upload all your former clients into the reactivation campaign and start sending the emails two weeks after you open.
The 90-day Reactivation Campaign includes six emails that deliver value, open up communication, and provide a low barrier offer to return. Take a look at the emails in the platform and customize as needed. You can also add SMS messages as desired for a more personal touch. The emails and SMS will then go out on the scheduled days.
Day 30 - 90
Reactivation Ad
Our reactivation ads start after your former members have been in the Reactivation Campaign for two weeks. We will target these ads at former members who haven’t rejoined.
Once the former member visits the landing page and schedules a free class or books a consult, they will entered into the Hot Reactivation Campaign Overlay.
The Hot Reactivation Campaign Overlay is a 14-day campaign with four emails, three SMS messages, and one task. The only people who will get this campaign are former members who see the targeted Facebook ad, click the link, and opt in to schedule a consult or try a free class. These are extremely qualified leads, so the focus is on valuable content and ensuring someone from your gym follows up.
Day 30 - 90
Lead Generation
The final stage of the Reopening Framework is a lead generation ad. Our digital marketing team will create audiences based on the brand awareness campaign launched on day one. The lead generation ad will drive leads to a landing page where they can schedule a free consultation or try a free class.
Once a lead enters their email address to schedule a class or appointment they will also be entered into the Active Lead Campaign.
Post day 90
After 90 days any campaigns for uploaded contacts will begin to end. The content of this particular strategy will also become less relevant. It is time to transition to a full UpLaunch subscription the content will need to be changed.
