Every summer the Exchange celebrates the BE FIT lifestyle with the release of a specialty sales tabloid dedicated to keeping fit.
This year, COVID-19 concerns caused Corporate Communications team members to pivot—and the result is an interactive solution putting BE FIT merchandise and tips at the military community’s fingertips.
The final product is a 14-page, online-only interactive publication that fully embraces the concepts of BE FIT was inspiration for the Exchange Community HUB page, called BE FIT Connect. Both finished products went live July 24.
“Our vision was an overall omnichannel marketing approach,” said Creative Director Johnny Olson. “Lots of calls to action that promote the BE FIT brand more than just the merchandise.”
There is merchandise, of course, that shoppers can click through to purchase on ShopMyExchange.com, but also healthy eating tips and workouts hosted by BE FIT ambassadors Sgt. Maj. Retired Edward Bell and his wife, Lisa. The interactive tabloid also includes training tips and workouts from BE FIT Ambassador and Strategic Marketing Manager Roy Montez, who played a key part in the design.
“It’s a great way to deliver BE FIT messaging, but in a more interactive format,” Montez said. “Shoppers can scroll down with easy accessibility and reach several videos, tips on hydration, making healthier eating choices, proper workout gear and other things.”
Olson said the development of the product was a team effort.
“Chuck Hatton, our senior graphic designer, sat down and drew some things out, and I was completely blown away,” Olson said. “People like Chuck, Corporate Communications Specialist Mario Baltierra and Roy Montez really did the heavy lifting.”
Montez is pleased to promote the BE FIT brand, he said.
“Overseeing our strategic marketing at the Exchange from a fitness and health and wellness perspective is a lifestyle for me,” he said. “I have enjoyed building this community and watch it grow. It’s really an honor for me to help serve those who serve.”
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