A powerpoint I created for a group project in my Integrated Marketing Communications class. The objective of the project was to create a new product line and create a marketing plan for it.

1. fitbitAqua
Molly Aigeldinger, Megan Dunn,
Matt Jacques, Salvatore Sherma,
Maddy Waldron

2. Contents
1. SWOT Analysis
2. IMC Campaign
3. Public Relations Plan
4. Events & Sponsorships Plan
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3. 3
Strengths
● Social Element
● Media Presence
● Price Point cheaper than competitors
● Strategic Partnership with Tory Burch
● Strategic Partnerships with other fitness
apps
Threats
● Larger tech companies
● Skews more to female audiences than
males
● Stereotyped as the fitness tracker for
the “non-athlete”
Opportunities
● Green technology
● Extrapolate to larger athletic audience
● Expand globally
● Olympics 2016
● Use of celebrity spokespersons
● Make waterproof
Weaknesses
● Flex band easily replicated
● No strong international presence
● Not Waterproof

4. Waterproof adaptation to fitbit Flex
Wear everyday, everywhere fitness band
Appeals to water athletes
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5. IMC
Campaign
1. Creative Brief
2. Traditional Media
3. Digital/ Alternative Media
4. Budget Breakdown
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6. Creative Brief
Conquer All Terrains
Train With Your Nation Olympic Extension
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7. Traditional Media
Magazines
Men’s Health, Women’s Health, Fitness, Esquire, Shape, Health & Fitness, Cosmopolitan
Radio
Local radio stations throughout the country, focused around cities with higher presence of
joggers and water athletes(market research)
Television
ESPN, Fox Sports, special extended spots during large sporting events (especially Olympic
related events)
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8. Conquer All Terrains Print Ad
“Life never stops. And your fitness band
shouldn’t either. With fitbitAqua, you can run,
walk, bike, ski and now, swim. Dive into the
possibilities of the industry’s sleekest
waterproof athletic tracker to unleash your
full potential.
#ConquerAllTerrains”
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9. Train With Your Nation Print Ad
“Tim Hornsby does not let the fear of a little
water damage keep him from training big.
That’s why he uses fitbitAqua, the now
waterproof fitness band which tracks
activity, exercise, food, weight and sleep.
Let your fitness band think for you. All you
have to do is dive in.
#TrainWithYourNation”
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10. Train With Your Nation Radio Spot
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“Life never stops. Your fitness band
shouldn’t either. We’re taking ‘you vs you’ to
a whole new level. With fitbitAqua, you can
run. You can walk. You can swim. You can
dive. You have no limits. Now nothing can
stop you from reaching your goals. Just like
how nothing stops them. We’ve teamed up
with Olympic athletes to bring the Rio
experience right to your fitness routine. So
now, you can train with your nation”

11. Conquer All Terrains TV Commercial
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“Life never stops. Your fitness band
shouldn’t either. We’re taking “you
vs you” to a whole new level. With
the new FitBit Aqua, you can run,
you can walk, and now... you can
swim your way to a healthier you.
No matter what your goals or where
you are on your journey, FitBitAqua
helps you conquer all terrains.”

12. Digital / Alternative Media Plan
New Social for fitbitAqua
Facebook, Twitter, Youtube, Instagram
Enforce lifestyle branding and water resistance among social platforms
Incorporate in app
Website
Integrate with campaigns
New landing page for Aqua
Other 12

13. @fitbitAqua
Facebook
 User-generated content
campaigns
 Advice for a healthy lifestyle
Twitter
 Athlete takeovers
Youtube
 Video advertisements
i. Share workouts
ii. Share healthy lifestyle
advice
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14. New Landing Page
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15. Media Schedule
Pulsing/BURST media schedule
Picks up in the early spring months prior to the Olympics.
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Late May- August
January December

16. Media Budget Breakdown
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Media Advertising
Budget: $41 million
Percentage of Spend
● TV: 59%
● Digital: 20%
● Magazine: 14%
● Radio: 6%
● Other: 2.4%

17. Public
Relations
1. Objectives
2. Tools
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18. Objectives
Create a campaign promoting the new fitbitAqua product that educates
and informs the target market of the product extension.
Create an emotional bond between the image portrayed by the
campaign and the consumers the ads are aimed at.
Implement a sense of continuity by featuring the overarching slogans
of “Conquer all terrains” and “Train with your nation” on all media
platforms.
Create excitement around the new product and the campaign itself.
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19. Tools
Send press release to relevant publications that match our target market, to
inform the public and create excitement surrounding the launch of FitBit
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20. Events /
Sponsorships
1. Objectives
2. NYC Triathlon
3. Olympic Trials
4. Rio 2016
5. IMC Reinforcement
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21. NYC Triathlon 2016
Raising awareness for the new Fitbit Aqua,
especially its new water proof feature
NYC Triathlon on July 26th, 2016
First 100 registration winners receive
personalized fitbit with number and
color.
Cost of goods sold = $10,000
maximum
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22. USA Swim Tryouts: Omaha, NE
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Promote #TrainWithYourNation tagline and
campaign.
Top finalists who progress to the Olympic
games are offered the opportunity to be
sponsored by fitbit for the future app.
Fitbit representatives will be at the final
competitions to present select
swimmers with a sponsorship deal.
Event takes place June 26th - July 3rd

23. Train With Your Nation: Rio 2016
Will be launching sub-
campaign, Train with Your
Nation, pre/during the
duration of the Rio 2016
Olympics.
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24. Using these platforms as a
Cross Promotional Tool
users to interact with each
other and athletes within the
social app.
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Digital and App Interfaces

25. 25
● Demo of the user interface on
mobile app and online.
○ Pick an athlete and follow their
training routines so you can
#trainwithyournation

26. Train with Your Nation Social Interface
Prototype of what the
social interface will
look like after you “Pick
Your Athlete.”
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27. Thank you
Any Questions??
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