Planet Fitness - “High School Summer Pass” School Partnership Program
Planet Fitness offered free summer membership for high school students giving them a safe place to improve their physical and mental health during the summer - but needed our relationships to spread the news to students.
To complement its large-scale PR strategy, our team became a communication arm for schools. In CM partnering markets, there was a significant enrollment increase in this national initiative.
Campus Multimedia partnered to design school hallway flyers, digital banners, digital promotional tools, and more to maximize reach, add breakthrough exposure, and see a direct channel of communication to school students and families.
More than 3.5 million high schoolers signed up for the Summer Pass program, logging 17 million workouts over the course of the summer.
Throughout the pandemic, many students either didn't have access to a place to exercise or reduced their physical activity due to virtual school and social isolation. Planet Fitness' High School Summer Pass came at a critical time when high school students were feeling the emotional and physical tolls of the pandemic.
School Wins:
Improve student health throughout the summer both physically and mentally
Offer students and teachers gym membership at no-little cost and no risk to them
Support school families with a safe, judgment-free destination for students rather than being home unsupervised all summer
Brand Wins:
Drove record numbers of students and family membership
Created a wide scale of press coverage celebrating the brand generous initative
Build relationships with school students and communities at large
“Thank you for sending this our way! We are super appreciative of the efforts being employed to combat the mental health situations on the rise in our teens. ”
