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Internal Marketing Playbook · Launch CampaignHIVE FITNESS AT LEGACY SPORTS
HIVE FITNESS AT LEGACY SPORTS
Canton, GA · Grand Opening June 8
Full 28-day launch campaign - offer, ad angles, channels, copy, and tasks. Every block has a copy button. Built to be implemented step-by-step.
60 Waleska St, Canton, GA 30114
Free Session: Saturday May 30
Grand Opening: June 8
The Offer
Canton Founders 25
Replaces the 10%-off "founder rate." Real scarcity (25 is believable), locked-in emotional hook, and a free week that kills the #1 objection - all on-brand with the authoritative, no-fads voice.
What's Included
- Free week of unlimited sessions (May 30 – June 7 soft-open)
- 50% off the 42-Day Reclaim - founders only
- Founder rate locked in - protected from public-rate increases
- Free body composition scan + nutrition strategy session ($150 value)
- Bring-a-friend pass - they get the same founder rate
Headline
CANTON FOUNDERS 25 - Locked-for-Life Pricing. Only 25 Spots.
Subhead
The first 25 members at our new Canton location lock in our founder rate - protected from future public-rate increases. Free week, 50% off the 42-Day Reclaim, and a bring-a-friend pass at the same founder rate.
CTA Hook (DM trigger)
Comment HIVE or DM "CANTON" - we'll send you the offer we can't post publicly.
Timeline
The 28-Day Campaign Arc
Phase 1 - Tease
May 11 – 17
"Something's coming to Canton."
- ▸Teaser posts: hexagon logo over Canton landmarks, no details
- ▸Email/SMS Woodstock list: "You're getting first access - May 14"
- ▸Build /canton landing page (or use this /new-location playbook)
- ▸Set up Canton Google Business Profile
Phase 2 - Reveal
May 18 – 24
"25 spots. Doors open May 30."
- ▸Drop reveal post #1 (Mon May 19) - Coach Martin selfie-video at Legacy Sports floor
- ▸Launch Meta ad set (Angle B - Local/Community) - see Phase 2 Playbook below for budget + targeting
- ▸Drop reveal post #2 (Wed May 21) - offer carousel (5 slides scripted below)
- ▸Drop reveal post #3 (Fri May 23) - founder #1 announcement / spots-left counter
- ▸Send Phase 2 reveal email + SMS to Woodstock list (Sun May 18 AM)
- ▸Partner cross-promo DMs: Legacy Sports front desk, 2 local chiros, 3 downtown Canton businesses
Phase 3 - Free Session Push
May 25 – 30
"This Saturday at Legacy Sports."
- ▸Daily IG/FB story + 1 feed post - exact 6-day script in Phase 3 Playbook below
- ▸Bump Meta ad budget +50% May 27–30, swap to Angle C ("DM CANTON") creative
- ▸Post in 3 local Facebook groups May 26 (Cherokee County Moms, Holly Springs Community, Canton GA Buy/Sell/Trade) - copy below
- ▸Press release to Cherokee Tribune & Around Canton magazine (send Tue May 26)
- ▸Day-of: live story from Legacy Sports parking lot 8am, mid-session reel 10am, recap reel 6pm
Phase 4 - Convert & Launch
May 31 – June 8
"Did you miss it?"
- ▸Social proof: photos, testimonials, body comp results from May 30
- ▸Last-chance founder spots countdown ("X of 25 remaining")
- ▸Door-busters and referral push for opening week
- ▸Grand opening event June 8 with founders + family
Phase 1 · Tease
"Something\u2019s Coming to Canton"
Three AI-generated teaser concepts using the Hive bumblebee + honeycomb logo placed on Canton landmarks. Pick your favorite (or all three) for staggered teaser drops May 11–17. Captions below each are ready to paste.
Concept 1
Canton Cotton Mill
Caption
Something is moving into Canton. Hive Fitness - opening at Legacy Sports Complex. 60 Waleska St · June 8. The hive is coming. Are you ready?
Concept 2
Etowah River Bridge
Caption
The hive crossed the river. Hive Fitness lands in Canton this June. Inside Legacy Sports Complex · 60 Waleska St. Built for adults 30-55 who are done starting over.
Concept 3
Downtown Canton
Caption
Canton - your gym just arrived. Hive Fitness opens June 8 at Legacy Sports Complex. Free session Saturday May 30. Comment HIVE for first access.
Posting cadence: Drop one concept every 2–3 days starting May 11. No address, no offer, no logo lockup yet - just the bee, the landmark, and a hint. Builds intrigue before the May 18 reveal. Tag location = Canton, GA. Add a story poll: "Guess what's coming."
Phase 2 · Reveal (May 18–24)
Reveal Week - Drop-In Posts + Meta Setup
Three feed posts on a Mon / Wed / Fri cadence + one email + one SMS to your existing list, plus the full Meta Ads setup (no Google ads, no retargeting - single Lead campaign that runs end-to-end).
Reveal Email - Send Sun May 18 AM
Subject: It's official - Canton opens June 8 (25 spots) [First Name], We made it official this morning. Hive Fitness Canton - opening June 8 inside Legacy Sports Complex, 60 Waleska St. We're holding 25 founder spots. Here's what they include: • Free week of unlimited sessions (May 30 – June 7) • 50% off the 42-Day Reclaim • Locked-in founder rate - protected from public-rate increases • Free body comp scan + nutrition strategy session • Bring-a-friend at the same founder rate Free open session this Saturday May 30 at 9am - come walk the floor, meet the coaches, do a real workout. Reply CANTON and we'll send the booking link + lock your founder spot. - Coach Martin Hive Fitness Journey
Reveal SMS - Send Sun May 18 AM
Hive Canton is official - June 8 opening at Legacy Sports Complex. 25 founder spots, free week, 50% off the 42-Day Reclaim, locked-in rate. Free session Sat May 30 9am. Reply CANTON for link.
Reveal Post #1 - Mon May 19 (Coach Martin video, 30–45 sec)
[VIDEO SCRIPT - film selfie-style on the Legacy Sports floor] "Hey Canton - Coach Martin here, standing inside Legacy Sports Complex on Waleska Street. This is the new home of Hive Fitness. We open June 8. We're holding 25 founder spots for Canton - locked-in founder pricing, free week of unlimited sessions, and 50% off our 42-Day Reclaim. If you're in your 30s, 40s, 50s and you're done starting over every Monday - this is built for you. Free session this Saturday May 30, 9am, right here. Comment HIVE and I'll send you the link." CAPTION: Canton - we're official. 🐝 Hive Fitness opens inside Legacy Sports Complex, June 8. 60 Waleska St. 25 founder spots. Free week. 50% off the 42-Day Reclaim. Locked-in founder rate. Free session Sat May 30, 9am. Comment HIVE for the link.
Reveal Post #2 - Wed May 21 (5-slide carousel)
SLIDE 1 (cover): "CANTON - JUNE 8" sub: "25 founder spots. Here's what you get." SLIDE 2: "FREE WEEK" Unlimited sessions May 30 – June 7. Try it before you commit to anything. SLIDE 3: "50% OFF THE 42-DAY RECLAIM" Founders only. The program our Woodstock members use to drop 0.5–1 lb of fat per week. SLIDE 4: "LOCKED-IN FOUNDER RATE" Protected from public-rate increases. The rate you start at is the rate you keep. SLIDE 5: "FREE SESSION - SAT MAY 30, 9AM" Legacy Sports Complex · 60 Waleska St, Canton. Comment HIVE - we'll DM you the link. CAPTION: Built for adults 30-55 in Canton who are done with the start-again-Monday cycle. Swipe through. Comment HIVE if you want in.
Reveal Post #3 - Fri May 23 (spots-left + first founder)
[IMAGE: photo of first founder member who locked in, OR honeycomb graphic with "X / 25 SPOTS LEFT"] CAPTION: First Canton founder is in. ✅ [X] of 25 spots remaining. Reminder of what you lock in: 🐝 Free week May 30 – June 7 🐝 50% off the 42-Day Reclaim 🐝 Locked-in founder rate 🐝 Free body comp scan + nutrition strategy session 🐝 Bring-a-friend at the same founder rate Free session Sat May 30, 9am at Legacy Sports Complex. Comment HIVE or DM "CANTON" - we'll send the link.
Meta Ads Setup - Step-by-step
META ADS SETUP - Phase 2 Reveal (live May 19 → June 8) CAMPAIGN OBJECTIVE: Leads (Instant Form) - NOT traffic, NOT conversions. Why: low volume + new pixel = Leads outperforms website conversions in this radius. AUDIENCE: • Location: 8-mile radius around 60 Waleska St, Canton GA 30114 • Age: 32–55 • Gender: All • Detailed targeting: Parents (all) OR Interests = CrossFit / Orangetheory / F45 / Peloton / Weight Watchers / MyFitnessPal • Income (where available): top 50% of zip codes • Exclude: existing Hive customer email list (upload as custom audience) PLACEMENTS: Advantage+ (let Meta optimize). Make sure Reels + Stories are on. BUDGET: $40/day across the campaign. Bump to $60/day May 27–30. CREATIVE ROTATION (3 ad sets, ~$13/day each, then consolidate to winner): • Ad Set A - Angle A (Pain/Identity) copy + Reveal Post #1 video • Ad Set B - Angle B (Local/Community) copy + 5-slide carousel • Ad Set C - Angle C (Curiosity/DM-gated) copy + bumblebee teaser image INSTANT FORM FIELDS (keep short): 1. First name (auto-fill) 2. Email (auto-fill) 3. Phone (auto-fill) 4. "What's your #1 goal?" (multi-choice: Lose fat / Get strong / More energy / Feel like myself again) THANK-YOU SCREEN: "You're on the list for the Canton Founders 25. Coach Martin will text you within 24 hours with your free session booking link. Reply YES when he texts to lock your founder rate." NO RETARGETING needed at this volume - the standalone Lead campaign does the work end-to-end.
Phase 3 · Free Session Push (May 25–30)
6-Day Countdown - Exact Posts + Stories
One feed post + 3–5 stories per day, T-5 through day-of. Each block is the exact copy + shot list - open IG, follow the script, post. Bump the Meta budget to $60/day May 27–30 and swap the running creative to Angle C ("DM CANTON") for max DM volume.
T-5 · Sun May 25
Feed Post
[IMAGE: hexagon graphic "5 DAYS" over Legacy Sports exterior shot] CAPTION: 5 days until Canton's first free Hive session. 🐝 Sat May 30, 9am · Legacy Sports Complex · 60 Waleska St. Bring a friend. No fitness level required. Comment HIVE for the booking link.
Stories (post throughout the day)
STORY 1 (image): "5 DAYS" over photo of the Legacy Sports floor. Sticker: "📍 Canton, GA" STORY 2 (poll): "What's been holding you back from getting back in shape?" - Options: "Time" / "Don't know where to start" STORY 3 (link sticker): "Free session Sat 9am → tap to reserve"
T-4 · Mon May 26
Feed Post
[REEL - 15 sec: Coach Martin walking through Legacy Sports Complex] VOICEOVER: "This is where you'll train. No mirrors-and-influencers vibe. Real coaches, semi-private, built for adults who actually have a life. Saturday 9am - come see it." CAPTION: 4 days. The hive lands in Canton this Saturday. Free open session - 9am, 60 Waleska St. Comment HIVE for the link.
Stories (post throughout the day)
STORY 1 (BTS clip): 5-sec pan of equipment being set up. Text: "Setting up for Saturday 🛠️" STORY 2 (quiz): "Which of these have you tried and quit? Bigger group classes & Box gym strength/HIIT classes / Peloton / Keto / 30-day shred" → Tap whichever applies STORY 3 (text): "Saturday 9am we show you what actually works. DM CANTON."
T-3 · Tue May 27
Feed Post
[IMAGE: founder spots-left counter graphic, e.g. "11 / 25 SPOTS LEFT"] CAPTION: Founder spots are moving. [X] of 25 left in Canton. Free session this Saturday is the easiest way to claim yours - show up, do the workout, lock your rate before you leave. 9am · Legacy Sports Complex. Comment HIVE.
Stories (post throughout the day)
STORY 1 (countdown sticker): "Free session - Saturday 9am" with IG countdown sticker set to May 30 9am STORY 2 (testimonial repost): pull a Woodstock 5-star Google review → text overlay "This is what Canton gets too 👇" STORY 3 (DM trigger): "DM us CANTON and we'll text you the booking link in 60 seconds."
T-2 · Wed May 28
Feed Post
[REEL - 20 sec, current Hive client testimonial filmed at Woodstock] CLIENT SAYS (1 sentence): "I tried bigger group classes & box gym strength/HIIT classes, I tried keto, I tried the Peloton thing - Hive is the first one that actually stuck because the coaches actually coach." CAPTION: You've already tried everything else. Try the thing built for adults who are done starting over. Free session Sat 9am · Legacy Sports Complex, Canton. Comment HIVE for the link.
Stories (post throughout the day)
STORY 1 (poll): "Coming Saturday? 🐝 YES / Maybe - send me the link" STORY 2 (image): Map screenshot pinned to 60 Waleska St. Text: "Easy parking. Front entrance - turn left." STORY 3 (text on brand bg): "We won't post the founder offer publicly. DM CANTON to see it."
T-1 · Thu May 29 (push hard)
Feed Post
[IMAGE: "TOMORROW · 9AM" on honey-gold honeycomb background] CAPTION: Tomorrow. 9am · Legacy Sports Complex · 60 Waleska St, Canton. Free session. Free body comp scan. Founder spots available on the spot. If you've been thinking about it - show up. Worst case you got a free workout. Comment HIVE or DM CANTON for the link.
Stories (post throughout the day)
STORY 1 (countdown): "TOMORROW 9AM 🐝" with countdown sticker STORY 2 (BTS): photo of equipment laid out / water/towels staged. Text: "Ready for you ☕" STORY 3 (reminder): "Doors open 8:45. Come in workout clothes. Bring water." STORY 4 (DM CTA): "Last call - DM CANTON for the link."
DAY OF · Sat May 30
Feed Post
[REEL - film during the session, post by 6pm same day] OPEN SHOT: parking lot 8:55am, people walking in MIDDLE: 3–4 quick clips of session in progress (warm-up, lift, smiles) CLOSE: group photo at the end, Coach Martin: "Welcome to the hive, Canton." CAPTION: Day one in Canton. ✅ Thank you to everyone who showed up this morning. Founder spots are still open until June 8 - free week starts now, sessions every day this week. DM CANTON to claim yours before the public rate hits.
Stories (post throughout the day)
STORY 1 (8:00am): "Doors open in 60 minutes. ☕ Coffee's on." STORY 2 (8:55am, live): pan of arrivals STORY 3 (10:15am): clip from inside the session STORY 4 (12pm): "Spots claimed today: [X]. [Y] left of 25." STORY 5 (6pm): recap reel teaser → "Full reel dropping tonight."
Local Facebook Group Post - Post Tue May 26
[Post in: Cherokee County Moms, Holly Springs Community, Canton GA Buy/Sell/Trade - Tue May 26, separately, NOT cross-posted same day] Hey neighbors - quick heads up. We're opening Hive Fitness inside Legacy Sports Complex on Waleska St (June 8 grand opening), and we're hosting a free open session this Saturday May 30 at 9am for anyone in Canton/Holly Springs/Ball Ground who wants to check it out. It's not a bootcamp, not a CrossFit box, not a big-box gym. It's semi-private coaching built for adults in their 30-55 - the kind of training where the coach actually corrects your form and writes the program for you. No catch, no pitch unless you ask. Free body composition scan if you want one. Comment "info" below or DM me and I'll send the booking link. Just trying to meet our new neighbors before we open the doors. 🐝 - Martin (owner)
Press Release - Send Tue May 26
[Email subject]: New Fitness Studio Opening Inside Legacy Sports Complex - Free Community Session May 30 [To]: news@cherokeetribune.com, editor@aroundcantonmagazine.com FOR IMMEDIATE RELEASE HIVE FITNESS OPENS SECOND LOCATION INSIDE LEGACY SPORTS COMPLEX Free community session Saturday May 30; grand opening June 8 CANTON, GA - Hive Fitness Journey, the Woodstock-based semi-private coaching studio for adults 30–55, will open its second Cherokee County location inside Legacy Sports Complex (60 Waleska St) on June 8. The studio is hosting a free open session for the public on Saturday, May 30 at 9 a.m., featuring complimentary body composition scans and a sample group session. Founder Martin Rosa Kiefer says the Canton expansion was driven by demand from clients commuting from Canton, Holly Springs, and Ball Ground to the Woodstock location. "Adults in this town are tired of bouncing between Orangetheory, Peloton, and 30-day shred apps. We built Hive for the people who want a coach who actually coaches." The location will offer the studio's signature 42-Day Reclaim program along with daily semi-private sessions capped at 10 people per coach. Hive Fitness is reserving 25 founder memberships for Canton-area residents who join before June 8. WHAT: Free open session + body comp scans WHEN: Saturday, May 30, 9:00 a.m. WHERE: Legacy Sports Complex, 60 Waleska St, Canton GA 30114 RSVP: hivefitjourney.com/new-location Press contact: Martin Rosa Kiefer · martin@hivefitjourney.com · [phone]
Creative
Three Ad Angles
Run all three in parallel. Let Meta optimize spend toward whichever resonates with the Canton audience. Refresh creative every 7–10 days to fight ad fatigue.
Angle A - Pain / Identity
Done with the "start again Monday" cycle? Hive Fitness is opening in Canton - inside Legacy Sports Complex. 25 founder spots. Locked-in founder pricing. A free week to prove it works. Built for adults 30-55. Real coaching. No crowded classes. No fads. Saturday May 30 - first free session at 60 Waleska St, Canton. Comment HIVE to claim your spot.
Angle B - Local / Community
Canton - your gym just arrived. Hive Fitness at Legacy Sports Complex. 10:1 semi-private coaching for adults who are done guessing. Built for busy parents and self-employed pros who want their energy back. Free session Saturday May 30. 50% off the 42-Day Reclaim + locked-in founder rate. Ends June 8. Only 25 spots. Tap below to reserve yours.
Angle C - Curiosity / DM-gated
We can't post this offer publicly. Hive Fitness is opening in Canton June 8 - inside Legacy Sports Complex. The first 25 founders get something we won't put on a billboard. DM us "CANTON" to see it.
Distribution
Channels (In Priority Order)
1
Meta Ads (FB + IG)
ONLY paid channel. Geo-fenced 8-mile radius around Canton 30114. Audience 32–55, parents, $80k+ HHI. Budget: $40/day × 28 days = ~$1,120. Bump to $60/day final week.
2
Google Business Profile (organic)
Set up Canton GBP day one - no paid Google ads. Post weekly updates, photos from May 30 event, respond to every review. Free distribution.
3
Landing Page
hivefitjourney.com/canton - single conversion goal: book free session May 30.
4
Email + SMS
Existing Woodstock list. Warmest source for referrals and bring-a-friend.
5
Local Partnerships
Legacy Sports Complex, Canton Chamber, Cherokee County moms' groups, downtown Canton businesses.
6
Direct Mail
5,000 pieces in Canton 30114 + 30115. High ROI for fitness in suburban markets.
Owned Audience
Email + SMS to Existing List
Send to your Woodstock list first - they're your warmest source for referrals. The "first access" framing makes them feel like insiders.
Phase 1 Email - Send May 14
Subject: You're getting first access - Canton opens June 8 Hey [First Name], Quick heads up before the public hears about this. We're opening Hive Fitness at Legacy Sports Complex (60 Waleska St, Canton) on June 8. And we're holding the first 25 spots for the people who already know what Hive is. Founder package - yours if you act before May 30: • Free week of unlimited sessions (May 30 – June 7) • 50% off the 42-Day Reclaim • Founder rate locked in - protected from public-rate increases • Free body composition + nutrition strategy session • Bring a friend at the same founder rate There's a free session at the new location Saturday May 30. Come check it out. Reply with "CANTON" and we'll lock in your spot. - Coach Martin Hive Fitness Journey
Phase 1 SMS - Send May 14
Hey [First Name] - Coach Martin from Hive. We're opening Canton June 8 (inside Legacy Sports Complex). Holding 25 founder spots for our Woodstock fam first. Free session Sat May 30. Reply CANTON for details.
Visuals
Ad Creative Brief
Feed (1080×1080)
Primary Meta feed placement
Vertical (1080×1350)
Higher engagement on IG feed
Story/Reel (1080×1920)
Stories, Reels, full-screen mobile
Visual Direction (give to designer)
Style: Hive brand DNA - dark/street-art vibe. Background #010910. Primary #fcca09 (honey gold). Navy #030344 accents. Honeycomb pattern overlay at 8% opacity. Hexagonal clip-path photo frames. Photography: Coach Martin or a real Hive client mid-session at Legacy Sports Complex. Authentic, mid-30s to 50s, NOT generic stock fitness. Show form correction, semi-private group, or post-session smile. Typography: Bebas Neue all-caps headline. Inter body. NEVER use Inter for headlines. Layout per size: • 1080×1080 - Headline top-left, hexagon photo right, CTA bar bottom with honey gradient • 1080×1350 - Photo 60% top, dark gradient bar bottom 40% with headline + CTA • 1080×1920 - Full-bleed photo, headline overlay middle, CTA bottom 20% Text on every creative: HEADLINE: "CANTON, GA - JUNE 8" SUB: "25 FOUNDER SPOTS · 50% OFF · LOCKED-IN RATE" CTA: "Free Session Sat May 30 →" LOGO + ADDRESS: bottom left, small
Implementation
Stepwise Task List
Work top to bottom. Each item is one focused action - knock them out in order and the campaign builds itself.
- 1Confirm Canton domain/landing page route (/canton or keep /new-location)
- 2Build sitewide announcement bar - "New Canton location June 8 - claim founder spot"
- 3Create Canton Google Business Profile + verify
- 4Set up Meta Ads account + Canton audience (8-mi radius around 30114, age 32–55, parents, $80k+ HHI). NO Google Ads, NO retargeting setup needed.
- 5Generate 3 ad creatives (1080x1080, 1080x1350, 1080x1920 story)
- 6Write Canton-specific JSON-LD LocalBusiness schema (second location)
- 7Set up MindBody booking link for May 30 free session
- 8Set up MindBody product: Canton Founder package - 50% off
- 9Send Phase 1 teaser email to Woodstock list (May 14)
- 10Send Phase 2 reveal email + SMS (May 18)
- 11Daily countdown posts May 25–30
- 12Capture event photos/videos at May 30 free session
- 13Send Phase 4 last-chance email (June 5)
- 14Grand opening day-of content (June 8)
Strategy Notes
Why This Beats 10% Off
- ▸ Scarcity is real - 25 is a believable number, not a "10 spots" cliché.
- ▸ "Locked-in founder rate" is the emotional hook for people tired of gym-hopping - without legally committing to a frozen price.
- ▸ The free week kills the #1 objection ("what if I don't like it") with zero risk.
- ▸ "50% OFF" is a louder headline than "$200 off" and avoids triggering price-anchor guesswork in cold traffic.
- ▸ DM-gated angle ("CANTON") doubles as a lead-capture engine.
- ▸ Bring-a-friend pass turns every founder into a referral source.
BOOK YOUR FREE CALL
20 minutes with Coach Martin. We'll map out exactly what's been getting in your way - and what to do about it.