ACSM Health & Fitness Summit

ACSM Health & Fitness Summit

March 12-15, 2013

BRANDING EXERCISE

Heather Marie Wilson

Consultant / Facilitator / Author

E-mail: [email protected]

BIO: Heather Marie Wilson, a 20+ year integrated marketing strategist with a specialty in multi-channel
marketing, has experience working for Fortune 500 companies as the Director of Multi-Channel Marketing for
The Home Depot and also as a consultant for many leading agencies developing marketing strategies for top
brands in the US and globally. She holds an MBA from Emory’s Goizueta School of Business and a B.S. from the
University of Massachusetts, Amherst where she also studied Exercise Science. She believes that we all have the
opportunity to improve our lives and the world and wrote Seeds of Freedom: Cultivating a Life that Matters (Hay
House), a memoir and personal development guide, to help others cultivate their own power. Her passions
include meditation, traveling, and being outside and is touring the US in a vintage Airstream trailer this summer.
http://www.heathermariewilson.com

DESCRIPTION: We will explore the question, “How can we drive exercise behavior change when a sedentary
lifestyle is embedded in our culture?” and share real insights into why women don’t like the word “exercise.”
Learn the most effective ways to brand exercise and transform the way you communicate with your clients.

OBJECTIVES: The objectives of this session are:

1. Provide a background of branding, why it is important and how it can help a business thrive


2. Explore the question, “How can a health initiative drive exercise behavior change when a sedentary
   lifestyle is embedded in our culture?”


3. Share strategies how to integrate information about the target audience into your brand

TARGET AUDIENCE: This presentation is geared toward Fitness Professionals that are responsible for
communicating their message about exercise to potential and existing customers.

PRESENTATION OUTLINE

I. INTRODUCTION

A. Welcome

B. Ask audience what they want to achieve from this presentation

C. Presentation outline/objectives

II. WHAT IS BRANDING?

A. The definition of branding

B. Why branding is important

C. Examples of good brands

D. Explain how branding is used