Independent Health Fitness in the Parks Marketing Campaign

Driving Community Engagement and Attendance at Scale

For more than a decade, Independent Health’s Fitness in the Parks program has transformed public parks across Western New York into open-air fitness destinations.

For the 14th season, the objective was to increase awareness and boost attendance.

Strategic Focus

The campaign centered on measurable growth and regional visibility.

    • Increase participation year over year
    • Expand awareness across priority audiences
    • Give the campaign an innovative look
    • Optimize paid and organic media investment
    • Maintain message consistency across channels

Integrated Activation

Using Gelia’s U-Centric™ content strategy, creative assets featured original footage, motion graphics, and kinetic typography optimized for platform-specific performance. Leveraging the new assets, Gelia executed a coordinated, multi-channel plan.

    • Online display advertising
    • Radio and streaming audio placements
    • Out-of-home advertising
    • Email marketing
    • Paid and organic social media

Community Impact

The campaign translated awareness into measurable engagement and participation.

    • 21 million total impressions
    • 7% increase in clicks year over year
    • 7,300 class participants during the 14th season
    • 79,000+ total participants over the program’s lifetime

years of Fitness in the Parks

Parks across WNY

total program participants

Billboard featuring a woman exercising in a red tank with the message “Nearly 500 FREE classes at 24 WNY parks,” promoting Independent Health’s Fitness in the Parks program.
Large outdoor billboard displaying “Nearly 500 FREE classes at 24 WNY parks” with Fitness in the Parks branding and YMCA and Independent Health logos.
Smartphone screen showing a Fitness in the Parks streaming audio ad with program branding and message promoting free classes across Western New York.
Laptop screen displaying multiple Fitness in the Parks digital banner ad variations highlighting free classes and partnership branding.
Three smartphones displaying Fitness in the Parks social media ads featuring outdoor workout imagery and program branding.
Smartphone showing a Fitness in the Parks Facebook carousel ad alongside additional image tiles and a red yoga mat, promoting free park fitness classes.

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