The Fitness Studio of Pittsford was a Rochester New York health and fitness studio (now purchased by a larger competitor) for which I provided a wide range of marketing and advertising services.
Below is a selection of marketing materials created for the client. Not everything is included — ad placement, interviews and surveys, demographic assessments, strategy talks, SWOT analyses, creation of a marketing plan and the like, are either intangible or private. But it does give a sense of what an overall marketing project is like.
And though this was not at all a major campaign, I must say I take special pride in it, because it’s all David Pascal. No Associates. What you see below is my personal work — print, web, copy, digital design, everything.
The web site, of course. The web amplifies the power of all other sorts of traditional marketing so much, its reach is so wide and its costs so minimal, that it’s the rock bottom fundament in any serious marketing campaign. The target audience were high-end yuppies living in a very old and stately suburb with traditional tastes, so naturally the fellow holding the barbell was a suave gentleman in scarf and ovecoat. Fonts were traditional, those exercising were balletic, and so on. The site is long gone, alas, but the principle of reflecting the culture of the target market remains.
A full-page ad in the Brighton-Pittsford Post. Ah, one doesn’t do many of those nowadays.
A half-page Grand Opening ad for the Brighton-Pittsford Post. Old school black-and-white, and smooth one-syllable prose: “Your body will be glad you came.”
A half-page ad in AdNet — a very different demographic! — and something of an experiment to see if results could be gotten by producing a less high-toned approach. This advertisement was designed completely along the lines of standard articles in this publication, to increase readability.
One of a series of box ads placed in City magazine.
Two more in the City magazine series. Several variations of the basic City box ad were tested, to see which pulled best, and also to take advantage of different placement rates for different sizes.
The first page of a direct mail letter sent to a targeted mailing list of 5000 subscribers to health and fitness magazines in the target demographic area. I designed the letterhead, selected the fonts, the paper, and made arrangements with the printer, as well as wrote it.
This is a mock-up for a flyer which was later modified for different target markets.
This, for example, is a more modest variation of the flyer, directed at members of the Observant Orthodox Jewish population.
The Studio logo. Based greatly on my own company logo, incidentally, to which the client took a real fancy.
The initial business card layout.
The design of the Sweepstakes Ticket.
One of a series of four quarter-page ads placed in the Brighton-Pittsford Post, each intended to address a particular issue involving why a potential client should join, in this case the season.
A proposed web site that was, unfortunately, never completed. At one point a discussion began about the Studio helping to form a Barn Bazaar Association with neighboring merchants. This sketch for a web site design was done to assist in the presentation to potential members. Nice spare Andrew Wyeth quality, I thought.
Ah, days gone by. The serious-looking marketing guy as digital photographer, at the Fitness Studio of Pittsford, 2004.
One of the reasons I select this campaign over others is that it gave me the rare opportunity to do collateral designs across the board, from envelopes to full-page ads. But all of it, of course, only works in the framework of overall campaign planning.
Still, If any particular piece above is an example of the sort of thing you’d like to have me provide, call me at 585-434-7067 or contact me directly via this web page. I’ve got a certain taste for these things.