Plansbook: Gold's Gym International

After completing CM 355: Advertising Management at Loyola University Maryland, I have planned, written and constructed a full-length, hypothetical advertising campaign for Gold's Gym International, Inc. This campaign covers secondary research on the company, industry, competition, and target market, as well as marketing, advertising, and creative analyses to help the company increase gym membership and brand equity.

All creative rights reserved to Eric Loy.

 

As part of my Senior Capstone course in Advertising, our client Under Armour approached the class with an RFP to increase foot traffic at their newly opened retail 'brand house,' stationed in Baltimore's Harbor East. In my role as Creative Director, I developed and managed our creative strategies in an integrated marketing communication to give the store an energetic and neighborly feel, making sure to maintain Under Armour's inherent boldness while encouraging new membership and brand equity.