Atlantic Mall Aerobics

Introduction

Atlantic Aerobics is a flagship wellness initiative introduced at Atlantic Mall to foster community engagement, enhance brand visibility, and create a vibrant platform for social interaction. The event, held on the last Saturday of every month, offers fitness enthusiasts and casual participants a chance to come together to exercise, network, and have fun.

We spearheaded the development and execution of this initiative, aligning it with the mall’s vision of being more than just a shopping destination – positioning it as a community-driven lifestyle hub.

Objective

Atlantic Mall sought innovative ways to enhance its brand presence while strengthening connections with the local community. The challenge was to create an engaging, recurring activity that would attract foot traffic and establish the mall as a central space for lifestyle experiences.

Recognizing the growing interest in fitness and wellness, Jenius Mark proposed the Atlantic Aerobics initiative as a solution to:

Increase community participation at the mall.
Enhance the mall’s reputation as a versatile lifestyle destination.
Drive brand awareness and loyalty through meaningful experiences.

A key aspect of the initiative was ensuring proper planning, communication, and participant engagement to maximize its impact.

Key Activities

To ensure the successful launch and ongoing management of Atlantic Aerobics, Jenius Mark undertook the following activities:

Event Concept Development and Production
- Designed the concept of a free monthly aerobics session to encourage maximum participation.
- Coordinated event logistics, including workout space preparation, sound systems, and participant management.
Promotional Campaigns
- Created vibrant promotional materials such as digital flyers, videos, and carousels for social media platforms.
- Distributed printed flyers to complement digital promotions.
Social Media Strategy
- Posted engaging content on Instagram, TikTok, and Facebook three times weekly to build anticipation and awareness.
- Shared live updates and behind-the-scenes content to keep the community engaged.
Participant Engagement
- Sent bulk SMS with a registration link to participants, ensuring the collection of a robust database for future marketing efforts.
- Personalized messages via WhatsApp and Instagram were sent to past and potential participants to encourage attendance.
Media Collaboration
- Partnered with Zed FM and Onua FM to promote Atlantic Aerobics through on-air activations, extending reach beyond digital platforms.

Executive Strategy

Jenius Mark implemented a comprehensive strategy to drive the success of Atlantic Aerobics:

Implementation Plan
- Established a recurring monthly schedule to ensure consistency and build anticipation among participants.
- Developed a pre-event promotional timeline to maximize outreach and awareness.
Integrated Marketing Approach
- Combined digital strategies with on-air promotions to reach a diverse audience.
- Balanced ATL campaigns with BTL efforts like personalized engagement and targeted messaging.
Community-Centered Engagement
- Designed the event to be free, accessible, and welcoming to encourage participation from all demographics.
- Focused on creating a fun and interactive experience during the sessions to build loyalty and word-of-mouth referrals.
Participant Database Management
- Utilized registration links via SMS to collect participant data for targeted communication and future promotions.

Outcome

Atlantic Aerobics has achieved significant milestones since its launch:

Community Engagement: The event has successfully attracted a diverse range of participants, creating a strong sense of community.
Enhanced Brand Visibility: Atlantic Mall has become recognized as a hub for wellness and social activities, boosting its reputation as a lifestyle destination.
Database Growth: The registration system has enabled the collection of participant information, providing valuable insights for future marketing efforts.
Positive Feedback: Participants have expressed excitement and satisfaction with the initiative, increasing attendance and generating positive word-of-mouth.

Conclusion

Through Atlantic Aerobics, Jenius Mark has demonstrated its ability to create impactful community-driven marketing solutions that enhance brand visibility and foster meaningful connections. By aligning the initiative with Atlantic Mall’s vision, Jenius Mark has positioned the mall as a leader in wellness and social engagement, reinforcing its role as a central hub for the local community.