How We’re Launching Our New Year Campaign

Dear Fitpreneurs,

Every time we launch a new offer for our fitness studios, we stick to a tried-and-tested formula:

• S.T.O.R.Y Email Sequence

• Appointment Queue

• Facebook & Instagram Ads

This formula is the backbone of our New Year campaign, and it’s been a game-changer for us.

So, we thought it might be useful to break down exactly how we set up the campaign (so you can borrow some of our secrets for your next launch).

1. Start with a Flowchart

Before we launch any campaign, we map out the entire process using a flowchart.

We use a tool called Whimsical to visually track every step, from someone opting in to eventually signing up. To make it even easier, we add hyperlinks to specific email templates stored in Notion.

This way, we can see the whole campaign at a glance.

2. Write Your S.T.O.R.Y Emails

Once the flowchart is ready, we move on to writing the S.T.O.R.Y emails. These are the emails we send to our list to give them first access to booking appointments before the public.

Here’s how the sequence breaks down:

• S = Signal the Offer (Email 1): Let them know something exciting is coming.

• T = Testimonial (Email 2): Share proof from real clients to build trust.

• O = Offer Details (Email 3): Clearly outline what’s included and why they should care.

• R = Reminder of Offer (Email 4): Nudge them before the deadline.

• Y = Your Last Chance (Email 5): Create urgency with a final call to action.

We typically schedule these emails to run over five consecutive days. However, because of Christmas and New Year, we’ve stretched this sequence out to fit the holiday season better.

3. Build an Appointment Queue

Every successful launch we’ve done has relied on building an appointment queue.

Here’s why it works: creating a queue generates tension, urgency, and excitement. It’s been our secret weapon for filling new studios and re-engaging our existing market with fresh offers.

For this campaign, we’re asking our email list to re-opt into a priority list. Here’s the plan:

• At 9am on Boxing Day, the priority list gets exclusive access to the offer.

• One hour later, the rest of the email list receives the offer.

• After that, it goes live to the public via ads and social media.

By giving each group a clear deadline, we maximise engagement and encourage action at every step.

4. Run Facebook and Instagram Ads

Once our email list has had the chance to book, we open the offer to the public.

Our ads—scheduled to run from Boxing Day—focus on a New Year theme: “Your transformation starts in 2025.”

We rely on our Local Ad Formula to keep things fresh and ensure the message resonates with different audiences.

Final Words

The beauty of this framework is how easily it can be repeated. With just a few tweaks, you can reuse the same steps for every launch.

Here’s how to simplify the process:

• Use tools like ChatGPT to repurpose your email templates.

• Duplicate your flowchart and adjust the details.

• Tailor the messaging to fit the specific offer or season.

We’ll share how this campaign performs in the New Year. In the meantime, we hope you have a fantastic Christmas!

That’s it from us. Reply any time…

Cardy Brothers
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