1. Thao Nguyen, Kseniya Omelyuk, Gjergji Pojani, Lina Zuniga,
Professor Thomas Murphy
April 19th, 2015
FirmFit
I. Advertising overview
FirmFit is a smart watch designed for corporations who value organized, fit, and healthy
employees, all the while wanting to reduce health insurance costs. Our product encompasses
several key metric recording features including: Company IDs, personal digital wallets, and
health monitoring. FirmFit empowers employees by giving them health goals that increase their
overall well-being while improving their productivity. The product itself is made out of
lightweight material that feels comfortable on the wrist and will not overheat as it is solar
powered. Our product will keep the user engaged and motivated through an incentive program,
which rewards their healthy habits and achievements of daily health goals.
The incentives program will allow employees to generate points, which can be later used
to purchase healthy food options. The user can track their daily metrics via an app that will
run on all operating systems. Through the app users can track points earned, events
participated in, and how they stack up to their fellow employees (with the options to
challenge them to various tasks.) However, users also check the health aspects of various days
as well, including heart rates, calories burned, and number of steps.
The employees health insurance costs will not go up, as the ability to get a Firmfit is
an optional, but highly suggestedportion of the health coverage provided by the company
which employs them. In turn, both the company and the employee will benefit as it lowers
health insurance costs for both parties, all the while keeping the general employee
population healthier.

2. As a whole our market segments include companies in the US, China, England, and
Europe. These companies should ideally be medium to large in size, and provide health
insurance options to their employees. Our initial target market is large corporations, while the
secondary audience consists of employee’s who are: tech-savvy, young professionals. In order to
attract these demographics, our underlying message focuses on the current trend among said
young professionals: of staying fit, while being financially conscious. The underlying message to
companies is: by purchasing a FirmFit it allows the company to benefit from workers who take
less days off, and incur low health costs, thus they have less an effect on the company budget.
This idea is best described by our slogan: “Stay firm, keep fit, FirmFit.” The slogan succinctly
describes the products purpose and what it hopes to help the user achieve.
Our Expected response is that corporations will agree to purchase FirmFit because it will
help them save money. We also expect employee to be excited about their company going hi-
tech as well as getting the incentives that their healthy habits earn. In order to achieve these
responses we plan to heavily focus on Media advertisement. We plan to have TV Commercials,
magazine articles, billboards, and an online presence, for a successful product launch.
II. Targeting Process
We began our audience targeting process by first creating a list of potential market
segments which we believe would be most willing to purchase our FirmFit wearable device. This
list consists of Health Enthusiast, health conscious individuals, families, and corporations
seeking to lower their insurance costs. Each of these segments are promising, but there are
several factors which we considered to helped us determine which was the best target audience
for our product.
In terms of the health enthusiast, these encompass those in the population who are highly

3. motivated and do physical exercise on a daily basis as part of their regime to stay fit. These
include athletes and health enthusiasts who are already very knowledgeable of different exercises
and wouldn't need FirmFit’s guidance. This sector would be enticed by features like the calorie
counter and heart rate monitoring. We decided not to target this segment since many are already
targeting them and we offer no differentiation.
Another segment we chose was the health conscious individuals, who are also aware of
their physical needs. These individuals desire to work out, eat healthy, and set goals for
themselves. Firmfit is capable of tracking their meals and calories burnt, as well as health goals.
Despite meeting some of their needs, this segment is too broad and many of our competitors
have a huge advantage since they’re already out in the market. We decided not to pursue this
market because there is heavy competition and we would be at a big disadvantage.
Another segment, which we listed, were families. As a unit families would be a good
target market since they could all benefit from tracking their daily activities, setting health goals,
as well as having incentives for opting for healthier choices. Our features can also meet their
needs since they can be tracked by the primary buyer and they can see the progress of each
individual within the family. They would also benefit from having a lower health insurance cost.
The only reason why we chose to not address this as our target is because many families are
struggling with meeting their primary needs and the Firmfit is more of a luxury expense. This
could affect us greatly because they would be unresponsive if they have other responsibilities to
attend.
The last segment was corporations. We assumed that since large corporations spend
millions of dollars on their employees every year they would be willing to mandate every
employee to obtain a Firmfit to better their health. Having employees use Firmfit will help them

4. track their everyday calorie burning, and monitor the intensity of their work, while turning their
daily work tasks into fun exercise activities. The major advantage of targeting this segment is
that although there are some similar products, our innovation differentiates us from our
competitors. Having Firmfit also allows employees to punch in and get into building as well as
make sure they aren't violating lifting restrictions. Employees also benefit from Firmfit since
they are rewarded for their achievement of health goals. We have decided to pursue this target
market since it is the most promising and we feel that we are able to meet their needs best.
Initially we plan to target the corporations that are part of the Fortune 500, the reason being is
that they are the most promising qualifying leads we have, as they are ready, willing and able to
purchase our product at a large scale.
III. Message Content
The message of the advertisement is simple: obtain a FirmFit and you will be just as
happy, active, and inspired as the characters in the commercial, including the celebrity
endorsement, Shailene Woodley and her group of Dauntless. Thus, companies which adopt
FirmFit will in turn save money and become more profitable. This profit comes from fewer
absences for medical reasons, more working time, and more productivity to the company.
We chose Shailene Woodley as our spokesperson due to her appearance in the highly
successful “Insurgent” franchise. Part of our integrated marketing campaigns includes
providing a FirmFit prototype for every “Dauntless” character who is set to appear in the
next movie in the Divergent series, Allegiant.
The advertisement itself follows the concept of “us vs. them,” us, being FirmFit, and
them being—those without FirmFit. This is done by incorporating a relevant piece of pop-
culture, which is meant to elicit a snicker out of the young professionals. Throughout the

5. commercial, the star, Shailene Woodley, along with a crew of “dauntless” characters
partake in activities that are meant to prove how much more active and happier FirmFit
users are.
From the first scene of the commercial, those with the FirmFit appear to be happy
and healthy looking, well kept, and most importantly fit. They find themselves walking
through the door labeled “dauntless,” scanning their FirmFit against a reader to gain
access. Non- FirmFit workers are run-down, sleepy, and have their coat tails hanging out.
There is coffee spilling all over the place, and all over them. They are struggling with
getting into the building, they are simply zombies.
The next scene takes us to the elevator vs the stairs debate. As you can guess, the
FirmFit users / dauntless all opt to take the stairs. They are racing up the stairs, shoving
and pushing each other out of the way so that each of them could be the person who burns
the most calories. In this scene, Shaliene Woodley is once again in the forefront, beating
everyone. In the meantime, the non - FirmFit users elect to take the elevator. They all look
messy, unmotivated, and cramped into one elevator that keeps opening and closing its
door. This alludes to the idea that without a FirmFit, time is being wasted.
The second to last scene of the commercial shows the FirmFit users and the
“zombies,” at the gym. As you can conclude, the FirmFit users are working out. Some are
running on the treadmills, while some are lifting weights. They are all competing, and
trying to beat the spokesperson, Shailene Woodley, but they are failing while she keeps in
pace and keeps going, burning the most calories, taking the most steps. The zombies are
barely lifting, barely walking, and falling asleep. The zombies are miserable, unhappy—
and lacking something major besides motivation, a FirmFit.

6. The last scene shows Shailene Woodley and the non - FirmFit Zombie both
convening at the corporate cafeteria. The FirmFit user looks happy, while the Zombie look
as though he cannot wait to get out of there. Both of the employees are in line to get a
smoothie. Once it is time to check out, the woman at the register asks Shailene whether or
not she has points. She smiles and simply swipes her FirmFit against the scanner. The
machine beeps, and the smoothie is all paid for! Next, it’s the Zombie’s turn. He is asked
the same question, “Do you have any points?” The Zombie, once again, looks lackluster
and confused and begins to question what she means. “What Points? How do I get these
points?” In an effort to quiet the zombie, Shailene comes back, cheerily enjoying her
smoothie, and then simply flashes her wrist and says, “It’s FirmFit.”
The screenthen goes to white, and shows the actual product on the screenwith the
words “FirmFit.” Underneath the product name will be the slogan, “Stay Firm. KeepFit.
FirmFit.”
The commercial itself is meant to garner a response specifically from the employee
perspective. To them, it is an item that boasts the idea that not only the owners of a Firmfit
are happy, healthy and fit, but they are tech savvy as well. In turn, the Firmfit almost
becomes a social status symbol, because by having it you encompass not only the idea of
being a good employee, but you also pride yourself on your work, you take care of yourself,
and you are helping you company be better by staying healthy and keeping fit.
IV. Media Plan:
Since our business is B2B, our main marketing activity will be personal selling.
However, as our product is based on brand new technology, we are not only targeting the buyers
(companies) but also increasing the demand from end users (corporate workers). This will

7. increase the knowledge of our product throughout the governance of each organization. In all
media platforms including TV, Print, Online, we will have a call-to-action message that causes
the audience to request the product for their companies. We will then use the number of workers
who have expressed interest in FirmFit to encourage companies to buy.
To place the commercial ad on TV, we will shorten the commercial video into a 30-
second version. During different times of the day, a different cut from the original video will be
shown. This commercial will be featured on prestige TV channel like CNN, MSNBC Fox News,
Al-Jeezera America. Our target customers are well-educated businessmen and office workers
who often watch daily news on such channels. Thus, we will place our commercial in between
popular news program during the primetime hours of 8 pm to 11 pm, like CNN news, Fox News,
and Real Money with Ali Velshi. In Television marketing, we anticipate to have the strongest
reach power and expose 80% of the target audience with our product. Based on our research and
market knowledge, we anticipate reaching different parts of our target audience through TV
marketing. The FirmFit marketing campaign will be an international launch. Though our primary
market is the United States, we will be going after all businesses international. We intend to
launch our TV ad to create excitement around FirmFit to the masses. Once we start our
marketing Campaign we intend on having our ads run on a relatively frequent manner. We intend
to show out TV ads every day for an entire month between the hours of 5-9 pm
Our Print ad will snapshot the same story in the commercial, placed in popular business
and technology magazines like Forbes, New York Times, Newsweek. The Print ad will also be
placed in office buildings, surrounding restaurants and the subways that office workers are often
exposed to. With print media, our initial projections for audience reach will be 15%. Though the
reach number is low, it is believed that the individuals reading our ad will have a greater

8. opportunity to incorporate FirmFit into their company. This is because our market research
shows that these people will likely have a decision-making role within the company. With print
media we intend to track our success by assessing the number of people who go onto our website
or call to enquire about our product. We will then begin to simultaneously market FirmFit via
print media, which will enhance the viewer’s perception of the product and make it more
compelling to call and learn more. The print media will go out monthly and will be advertised for
a year.
Besides paid advertisement, we will also earn free media coverage by sponsoring “The
First National Office Olympics”. In the competition, companies will compete with each other in
different fitness exercises using the corporate setting. Exercises will be lifting the most amounts
of papers, racing up the stairs, etc. During the course of the event, the employees will be using
the FirmFit devices and experiencing its features. The winning company will be named as “The
Healthiest Company” and earn free FirmFit devices for its employees. The competition will
attract the newspaper like CNN News, the New York Times, etc. Coverage by these newspaper/
magazines will last at least a month, which is also the duration of the Olympics.
Furthermore, we plan on creating buzz and accumulating interest by having a prototype
of the Firmfit featured in the next Divergent series film, Allegiant. By doing so, we are further
giving any potential buyers an image of the FirmFit to remember, tying to being a “dauntless”
member of the work force who will do anything to benefit their company. Thus we are creating
an interested and a need for the product by featuring the FirmFit in a movie, along with hosting
various events such as the company wide Olympics. Doing this garners more visibility for the
product, and thus turns a product that was essentially a “maybe” must have, to a “need” to have,
and thus a status of symbol.

9. Our digital marketing strategy will focus on our website and other social media
platforms. After the audience is exposed to our advertising and public relation activities, we will
direct them to our website where FirmFit enthusiasts can endorse the device. As soon as these
endorsements reach two-thirds of employees in a company, our sales-team will reach out to the
companies to discuss the product further. We would also utilize social media platforms
(Facebook, Twitter, Instagram) to maintain interests with FirmFit endorsers. We will constantly
update daily content about fitness and health in the workplace, along with work productivity.
Online reach is dependent on the number of people who are attracted by TV ad campaigns, Print
ads and PR campaigns. We can easily track to number of people who have visited our website by
using Google Analytics, Alexa Ranking, Compete.com, etc. Meanwhile, we are always aware of
the number of interested audience by the number of fans/ followers, number of reach, and
interaction.
V. Conclusion
In conclusion we hope to achieve a good response through our efforts in advertising and
promotion, through a relevant TV ad campaign, various events, print media, and product
placement appearances. We are hopeful that all of these components will allow FirmFit to
achieve a successful launch.