Lead Generation for Hospital Fitness Center – Product Concept, Newsletter Articles, Press Release, Social Media, and Display Ads

Strategic Analysis

Client Profile: Morgan Fitness Center is part of the Morgan Health Network, which includes two hospitals and three walk-in clinics. Each of the hospitals and the fitness center publishes a monthly newsletter.

Morgan Health Network wants to do more to curb excess weight after childbirth since it increases the risk of Type 2 diabetes and high blood pressure. Extra weight also tends to compound the stress of parenting for new mothers. The problem has grown recently, due to the construction of two large subdivisions of “starter homes” near the largest hospital.

Morgan Fitness Center won a grant that allowed them to design the new Mom Yoga Class and offer it for free so that they could judge the value of offering the class again and, if so, determine what needs to be improved.

Business Model: Business to Consumer (B2C)

Market: Health & Fitness, Self-Improvement

Copywriting Solution: The copywriter’s proposal suggested a lead generation funnel based on two articles, one, an announcement/landing page, and the second, an article on the benefits of yoga for new mothers. The other components of the funnel include two social media posts, a press release, and a display ad.

For the initial announcement, the announcement/landing page will be featured prominently on the home page of the Morgan Fitness Center and each of the newsletters published by hospitals within the Morgan Health Network. In subsequent issues of the newsletters, a display ad will be featured on the home page of the newsletters. The display ad can be used in social media, on the home page of any newsletter or site that is included in the Morgan Health Network, or in local publications that might be of interest to new mothers. One example is the <city> Parent Guides published in many locations. The social media posts and display ads will all link to the announcement/landing page.

Another source of publicity is to follow up the distribution of the press release by calling the staff of local television stations and helping them produce one to two-minute human interest promotions during local news coverage.

Once enrollment is closed, the display ad will be published on the fitness center’s home page with a modification: A banner across the ad reading, ” Sorry, enrollment is closed. Hope to see you at our next set of classes.”

During the class sessions, a photographer will take pictures of students in flattering and happy moments. Students will also be encouraged to provide personal reactions on the Evaluation forms. Together, these photos and student quotes can be used to generate post-class articles and social media posts that will and increase interest in the next set of classes.

Reading Level: Grade 5

Read Time: 1:53

Class Announcement & Landing Page

New Class Reveals the Gentle Power of Yoga for New Mothers

Are you a new mom struggling to lose the baby weight? You’re not alone. Baby weight is one of the most common health issues for new mothers, outpacing fatigue and lingering aches and pains.

Maybe you’ve tried hitting the gym and doing crunches and aerobics. And still the weight clings to your body. This is an ideal time to let your body heal and take the measured and gentle approach of yoga. The New Mom Yoga Class at the Morgan Fitness Center may be just what you need.

The New Mom Yoga class starts September 15 at the Morgan Fitness Center and runs for eight weeks. The only prerequisite is a release form, signed by the woman and her healthcare provider. Some mothers are advised to wait until after their six-week postnatal check-up to begin exercise.

New to yoga? No problem. Each class will teach the most popular and effective poses, stretches, and breathing exercises for beginners. Plus, we’ll give you tips for modifying poses until you get stronger.
No yoga gear? We’ll supply freshly sanitized mats, blocks, straps, and blankets. Just wear loose comfortable clothing that will let you move.
Why is this class free? We were awarded a grant from the Susan Berry Foundation for Maternal Health. If you complete the class and complete an evaluation form, you’ll earn a 50 percent discount on your next class at the fitness center. It’s our way of saying thanks for helping us improve future classes.
Is yoga better than typical workouts? Many yoga poses are gentler than typical gym exercises like crunches and sit-ups. To learn more, read this article. [Link to “Five Reasons Yoga Is Better Than a Typical Workout for New Mothers” article.]

Space is limited, so if you are interested, sign up soon. Click here to download the release form, see the schedule, and sign up. [Link to Sign-Up page.] Or you can stop by the front desk of the Fitness Center at 958 Oak Street in Mayberry, Illinois.

E-Newsletter Article

Five Reasons Yoga Is Better Than a Typical Workout for New Mothers

Yoga (lowercase y) is a system of poses, stretches, and deep breathing exercises. While yoga may seem tame compared to a typical workout, yoga’s slow pace offers at least five benefits to new mothers:

Gives you a chance to focus on your body and its needs. It’s natural to focus your time and energy on the new baby. But you need care and attention too. Making time for a yoga class will help you get in touch with your body and its needs. Even better, you’ll get a chance to meet other new mothers!
Strengthens and tones sagging muscles. Childbirth is a natural process. But its demands may leave you with lingering aches and pains. Yoga poses can help to tone and realign your body without stress. Eight weeks of striking the Warrior pose may tone your belly better than doing a hundred crunches every day.
Speeds recovery. A breathing exercise or a pose can stretch cramped muscles and send blood coursing through your body, making it easier to regain and keep a toned and flexible body. Some yoga students see visible results in as little as six weeks.
Clarifies your thinking. Even if you have a helpful spouse, you may feel frazzled as you try to take care of the baby, yourself, and other tasks. And then there is the challenge of trying to eat “healthy” and lose weight. When someone offers you a doughnut, do you have the self-discipline to say “no, thanks”? The focus and mental discipline of yoga may help.
Improves emotional stability and serenity. Mood swings after childbirth are normal. Add the sleep deprivation of taking care of a baby, and it’s easy to see why some women feel overwhelmed and slip into the baby blues. One of yoga’s benefits is a sense of control that helps you stay calm. And when you’re calm and feel centered, your baby will probably feel calm, too.

New Mom Yoga classes start at the Morgan Fitness Center on September 15 and run for eight weeks. Click here to download the release form, see the schedule, and sign up. [Link to Sign-Up page] Or you can stop by the front desk of the Morgan Fitness Center at 958 Oak Street in Mayberry, Illinois.

Press Release

[To be distributed on Morgan Fitness Center letterhead]

FOR IMMEDIATE RELEASE

Morgan Fitness Center Announces Free New Mom Yoga Class Starts September 15

Stephanie Bogan, Director of Morgan Fitness Center, announced the launch of the New Mom Yoga class, starting September 15 and running for eight weeks. The goal of the class is to teach new mothers the most popular and effective poses and breathing exercises that will help them get back in shape.

“We felt that new mothers needed a gentle but effective way to recover from childbirth. Even though it’s a natural process, it’s also very rigorous and can leave many new mothers with lingering aches and pains – and pounds. Some think the only solution is to hit the gym, but we think there is a better way. Yoga lets new mothers focus on their bodies, tones sagging muscles and speeds recovery from childbirth. At the same time, yoga helps to clarify thinking and improves emotional stability. We want the class to be a soothing time when new mothers can focus on themselves and their needs.”

The class is free because Morgan Fitness Center won a grant from the Susan Berry Foundation for Maternal Fitness.

The only prerequisite for the class is a release form, signed by the woman and her healthcare provider. Signed release forms will be collected at the first session.

Participants are advised to wear loose comfortable clothing, so they can move and stretch. Morgan Fitness Center will supply freshly sanitized mats, blocks, straps, and blankets for each session.

Space is limited so interested mothers are urged to sign up soon, either by stopping by the front desk of the Morgan Fitness Center at 958 Oak Street in Mayberry, Illinois, or by downloading the release form and signing up online at MorganFitnessCenter.com.[For online publications, link to the Announcement/Landing Page page on MorganFitnessCenter.com.]

About Morgan Fitness Center

Morgan Fitness Center is part of the Morgan Health Network, which consists of Morgan Hospital Central and Morgan Hospital East, as well as the Morgan Walk-In Clinics at Burberry, Glendale, and Arlington Heights. Morgan Fitness Center, founded in 2022, was developed as a community resource for fitness and wellness that prevents health problems before they occur.

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Media Contact: [to come from Morgan Fitness Center]

Social Media Posts (with or without photos or videos)

Are you a new mother struggling to lose your baby weight? Tired of working out on your own? Come join us. We’re Morgan Fitness Center and we’ve developed a free New Mom Yoga Class just for you. To learn more, click here [link to Class Announcement/landing page]. We’ll be waiting for you.

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Morgan Fitness Center’s New Mom Yoga class offers a gentle and effective way to lose the “baby weight” and clarify your thinking. The class is free right now, so enrollments are going fast. To learn more, visit MorganFitnessCenter.com. [link to Class Announcement/landing page]