DEFINITIONS is a chain of high-end personal training gyms in NYC. They wanted to run an ad campaign to target potential customers in neighborhoods where they were planning to open new locations. We ran a series of small focus groups and learned that their clientele were highly motivated, except when it came to fitness. They came to Definitions after an “un-motivational” experience elsewhere. The visual nod to the motivational poster was a no-brainer. The ads ran as inserts in the NY Times and were targeted by zip code. Recipients could redeem the ads for an introductory training session. This gave Definitions an opportunity to directly measure interest in the various neighborhoods they hoped to target.