Summary: Fitbit's Advertising Campaign

1. Launch "Healthiest College Campus" program - Fall 2017 – Fitbit wants to get this promotion going as soon as possible so they can raise their stock price. The company cannot have more quarters with a falling stock price. Fall 2017 will mark the first “Healthiest College Campus” competition.
2. Hold promotional events at each college campus – To help people understand our promotion we want to hold events at each campus. At each event we will have a drawing where people fill in their information including their email addresses. These email addresses will be used to send information to the college students. The winner of the drawing will receive a Fitbit Blaze.
3. Obtain publicity from local news firms around college campus – Obtaining free publicity will
- Assist the Leaders of Conferences in establishing partnerships with potential colleges.
- Establish contact with national news networks to get publicity about the Healthiest College Campus.
- Present award to schools that win scholarships.
Leaders of Conferences - 4
- Create a relationship with each school and establish them as a partner for the promotion.
- Work with HR to hire brand ambassador Interns for each school.
- Assistant in establishing goals and an overall vision for the promotion. Have the vision and goals reach the brand ambassadors.
- Help make purchasing decision for the TVs.
- Hold events at each college to increase awareness about the promotion.
- Assist brand ambassadors in receiving local publicity about the Healthiest College Campus.
Brand Ambassador Interns – 2 per school – 110 total
- Hand out promotional material to students.
- Create events that will increase the awareness about Fitbit’s promotion.
- Provide valuable feedback to the leaders of each conference. This feedback is really important because it will communicate to the leaders what is and is not working.

Timeline Budget

* Numbers are based upon previous years’