Campaign proposal · Tysons Playground Ashland

Day Pass
Launch Campaign

One reel, three caption angles, a Meta ad concept and a GoHighLevel follow-up system that turns a claimed day pass into a gym visit, and a gym visit into a membership.

Prepared byGlaiza
DateOctober 2026
MarketAshland, VA
00
The brief

One offer, two paths, one goal

Get women who train seriously through the door for a day, let the gym sell itself, then follow up while the session is still fresh.

1She sees the reelOn Instagram or Facebook
2She claims a day passFree if local, $20 if not
3She trains for a dayReminders get her in the door
4She becomes a memberFollow-up while it's fresh
Local offer
Free day pass

For women who live in Ashland, Mechanicsville or Glen Allen. Confirmed instantly, no payment step.

Everyone else
$20 24-hour pass

Paid at checkout. The full $20 is credited toward membership if she joins, which removes the risk of trying.

Who it's for

Women who train seriously

Working professionals, 18 to 55, who have outgrown crowded commercial gyms and want better equipment without a class schedule.

Positioning

Premium, open access

Premium strength equipment. Train on your own schedule. A space built for focus and real progress.

Success looks like

Claims → visits → members

Every lead is tracked from pass claimed to visit to membership, so cost per new member is visible, not just cost per lead.

What's inside
A
The reel29-second vertical edit
 B
Three captionsThree distinct hooks
 C
Meta ad conceptTargeting, copy, CTA
 D
GHL follow-upFlowchart, pipeline, messages
A
Deliverable A · Creative

The reel

A 29-second vertical edit built for Reels and Stories. It sells the feeling of training there: serious lifting, premium machines, room to work.

Creative structure
  1. Hook: "Serious training"Opens on a woman lifting, so the target viewer sees herself in the first second.
  2. Proof: the equipmentPremium equipment brands and the full training floor. This is the premium claim made visible.
  3. Promise: "Members get open access to all of it"States the core difference from a class-based studio: walk in, train, leave.
  4. Space: the layoutA walk through the floor so she can picture where she would train.
  5. Close: "Come see the standard for yourself"Brand end card that sets up the day pass call to action.
9:16 vertical0:294K masterCaptions and on-screen text burned in
Open the 4K master file ↗
B
Deliverable B · Organic copy

Three captions, three hooks

Each caption opens with a different reason to stop scrolling: who she is, what frustrates her, and what she refuses to settle for. Same offer, same call to action, so results can be compared fairly.

Caption 1 · Identity hook
Women of Ashland, your gym should match your standards

If you're a working professional who wants to get stronger, train seriously, and stop settling for an overcrowded commercial gym, Tysons Playground Ashland was built for you.

Premium strength training equipment. Open access. Train on your schedule, with no classes to plan your life around.

Live in Ashland, Mechanicsville or Glen Allen? Claim a free day pass and experience the gym for yourself.

Outside those areas? Get a $20, 24-hour day pass, and that $20 is credited toward your membership if you join.

Claim your day pass and come see the difference.

#TysonsPlayground #AshlandVA #MechanicsvilleVA #GlenAllenVA #StrengthTraining #WomenWhoTrain #VirginiaFitness #AshlandFitness
Speaks to: self-image
Caption 2 · Pain point hook
Outgrown your commercial gym?

Maybe you're tired of waiting for equipment.

Maybe you want better machines.

Maybe you just want a place where you can walk in, focus, train, and leave knowing you had a great session.

Tysons Playground Ashland is an open access, premium strength training gym for people who take their training seriously, without the pressure of a class environment.

Women who live in Ashland, Mechanicsville and Glen Allen can try the gym with a free day pass.

Not local? Get a $20, 24-hour day pass. If you become a member, the $20 goes toward your membership.

Claim your pass and experience Tysons Playground for yourself.

#TysonsPlayground #StrengthTraining #AshlandVA #MechanicsvilleVA #GlenAllenVA #WomenInFitness #PremiumGym #VirginiaGym
Speaks to: frustration
Caption 3 · Pattern break hook
You don't need another basic gym membership

You need a place that makes you want to train.

A place with premium strength training equipment.

A place where you can train on your own schedule.

A place designed for serious progress, without turning your workout into another appointment on your calendar.

That's Tysons Playground Ashland.

If you're a woman in Ashland, Mechanicsville or Glen Allen, your first day is on us. Claim your free day pass, come train, and decide for yourself.

Outside the local area? Your 24-hour day pass is $20, credited toward your membership if you join.

Claim your day pass today.

#TysonsPlayground #AshlandVirginia #StrengthTraining #WomenWhoTrain #MechanicsvilleVA #GlenAllenVA #GymMotivation #PremiumFitness
D
Deliverable D · GoHighLevel

Lead follow-up system

Every lead gets an instant reply, a one-tap way to pick her visit day, and a personal follow-up after she trains. The gym's team only steps in where a human makes the difference: checking her in and talking membership.

Her journey, step by step

Tap a step, or press play
Example leadJess, 34, lives in MechanicsvilleWorks full time, tired of her crowded commercial gym

Not local? She pays $20 online first, then follows the exact same journey. Her $20 counts toward membership.

Tysons Playground AshlandText message
Mon 7:42 PM · Jess claims her free day pass from the ad
Hi Jess, this is Tysons Playground Ashland. Your free day pass is confirmed since you're local to Ashland, Mechanicsville or Glen Allen. Pick the day you'd like to train here: [booking link]
Front desk alert: new day pass lead, Jess (Mechanicsville)
Tue 10:00 AM · No day picked yet
Hi Jess, checking in from Tysons Playground. Do you know what day you'd like to use your day pass? You can grab a time here: [booking link]
Jess books Thursday, 6:00 PM. Reminders switch off.
You're set for Thursday at 6:00 PM at Tysons Playground Ashland. When you arrive, check in with our team and let them know you're using your day pass.
Thu 8:00 AM
Hi Jess, looking forward to having you at Tysons Playground today. Your day pass is ready. Just check in with our team when you arrive.
Thu 6:04 PM · Jess checks in. Every pre-visit message stops.
Hi Jess, thanks for training with us today. How did the session feel? If you'd like to make Tysons Playground your gym, reply here and we'll walk you through the membership options.
Loved it. The equipment is on another level.
Fri 11:00 AM · Front desk calls Jess to talk membership
Jess joins. Welcome to Tysons Playground.

How the process works

Every path, from ad to new member
Day pass lead flow Meta ad leads to a form. The intake workflow tags the lead and checks her home area. Local leads get a free pass; others go through a $20 checkout with payment recovery. Everyone gets a welcome with a booking link and a nudge sequence until she books. Booked visits get confirmations and a reminder. Front-desk check-in stops all pre-visit messages and starts membership conversion. No-shows get a reschedule sequence. 01 · CAPTURE 02 · QUALIFY 03 · BOOK 04 · VISIT 05 · CONVERT She sees the ad, taps Sign Up Day pass form submitted Name, phone, email and home area Lead saved, gym alerted Added to the CRM and the pipeline Front desk gets an instant alert Lives in Ashland, Mechanicsville or Glen Allen? YES Free day pass confirmed No payment needed NO $20 pass checkout Secure payment link by text Paid? NO Payment recovery Reminders at 1 hour and 24 hours Still unpaid at 72 hrs Closed out, no more messages PAID Welcome text + email One-tap link to pick her day Plus what to expect on arrival Visit booked? NOT YET Friendly reminders Text, email, text over two days Stop the moment she books No Visit Yet Gets a gentle monthly check-in YES Visit booked Instant confirmation Reminder the morning of her visit Checked in at front desk? NO She missed her visit Text to pick a new day REBOOKS YES She trains at Tysons Front desk checks her in Every reminder stops Membership follow-up Thank-you text · personal call next day Check-ins on day 3 and day 7 Joined? NOT YET Not now Gentle check-in each month YES She becomes a member
A question the system checks Happens automatically All reminders stop here Paused, kept warm for later New member

Where every lead stands

The team sees each person's status at a glance. Leads move on their own, except check-in and joining.
01Day Pass ClaimedForm submitted. Opportunity created by WF1.
02$20 path onlyPayment PendingNon-local lead sent to checkout. Leaves when paid.
03ContactedWelcome SMS and email sent with the booking link.
04Visit BookedShe picks a day on the booking calendar, or staff logs a date she texted.
05Visited GymFront-desk check-in. All pre-visit messages stop.
06Member JoinedStaff marks the sale. Opportunity set to Won.
No-ShowBooked but did not arrive. Reschedule sequence runs, then No Visit Yet.
No Visit YetClaimed the pass but never booked after the nudge sequence. Monthly nurture.
LostUnpaid after 72 hours, or visited and chose not to join. Reason recorded.

Built-in safeguards

So the automation never sounds like automation
1

Stop on visit

The day-pass-visited tag is a goal in every pre-visit workflow. The moment staff checks her in, every reminder stops. No awkward "still want to visit?" texts after she has already trained.

2

A reply pauses the sequence

If she texts back, the nudges stop and staff is alerted to answer personally. A real conversation always wins over the next scheduled message.

3

Booking link, not guesswork

She picks her day on a GHL calendar. The visit date lands in the record automatically, so reminders fire on the right morning with no manual date entry.

4

Quiet hours

Texts only go out between 8 AM and 8 PM Eastern. A lead who signs up at midnight gets her welcome text at 8 AM.

5

Texting rules followed

Registered business texting, a consent box on the form and an easy opt-out on the first text. Keeps the gym's number trusted by phone carriers.

6

No duplicates

One opportunity per contact. A lead who submits twice is updated, not re-enrolled, and existing members are skipped entirely.

Technical setup for the GoHighLevel buildForm fields, tags, the six automations and exact message timing. For whoever builds it.
+

Form and data setup

Clean data in, reliable automation out
Form fieldWhy it's there
First name, last namePersonalizes every message.
Mobile numberPrimary channel. Most follow-up happens by text.
EmailSecond channel for offer details and longer messages.
Home area (dropdown)Ashland · Mechanicsville · Glen Allen · Other. A dropdown, not free text, so the free vs $20 branch never misfires on a typo.
SMS consent checkboxRequired for A2P compliant texting.
Hidden UTM fieldsTies every lead back to the ad and caption that produced it.
Custom fieldType
Home AreaDropdown
Pass TypeFree / $20 Paid
Visit DateDate, filled by the booking calendar
Membership CreditMonetary, set to $20 when paid
Tags
day-pass-leadmeta-leadtysons-ashlandfree-day-pass20-pass-pending20-pass-paidday-pass-visitedno-visit-yetmember-joined

The six workflows

Trigger, actions and exit for each
WF1

Day Pass Intake

Trigger
Day pass form submitted
Actions
  • Create or update contact. Skip if already tagged member-joined
  • Tag day-pass-lead, meta-lead, tysons-ashland
  • Create opportunity in Day Pass Claimed (no duplicates)
  • Instant SMS and email alert to the front desk
  • Branch on Home Area: local goes to WF3 with free-day-pass, other goes to WF2
WF2

$20 Pass Checkout

Trigger
Added by WF1 for non-local leads
Actions
  • Move to Payment Pending, tag 20-pass-pending
  • Send checkout link by SMS (GHL order form, $20 product)
  • Not paid: reminder at 1 hr and 24 hrs
  • Still unpaid at 72 hrs: move to Lost, reason "Unpaid"
Goal
Payment received → tag 20-pass-paid, set Membership Credit to $20, send to WF3
WF3

Welcome and Booking

Trigger
Added by WF1 (free) or WF2 (paid)
Actions
  • Move to Contacted. Send welcome SMS and email with booking link
  • 3 hrs: if she replied but has not booked, task for staff to book her in
  • Next day 10 AM: SMS 2. 24 hrs: email 2. 48 hrs: SMS 3
  • No booking by day 4: move to No Visit Yet, add to monthly nurture
Goal
Appointment booked → exit and hand off to WF4
WF4

Visit Confirmation

Trigger
Appointment booked on the Day Pass Visit calendar, or staff sets Visit Date by hand
Actions
  • Move to Visit Booked
  • Confirmation SMS and email with address, parking and waiver link
  • Wait until 8 AM on the visit day, send the morning reminder
Goal
Tag day-pass-visited → exit immediately
WF5

Check-in and No-show

Trigger A: she arrives
Front-desk check-in form (tablet or QR code at reception), or appointment marked Showed
  • Tag day-pass-visited, move to Visited Gym
  • Remove from WF2, WF3 and WF4. Start WF6
Trigger B: she doesn't
Appointment marked No-show
  • Move to No-Show. Reschedule SMS same day and next day
  • No new booking in 3 days: move to No Visit Yet
WF6

Membership Conversion

Trigger
Started by WF5 after check-in
Actions
  • 3 hrs after check-in: thank-you SMS with membership options (and her $20 credit if paid)
  • Day 1: call task for staff while the visit is fresh
  • Day 3: SMS. Day 7: final email
  • No decision by day 10: Lost, reason "Not now", 30-day nurture
Goal
Tag member-joined → Member Joined, opportunity Won

What she receives, and when

Every step has a condition that stops it
TimingActionChannelSkipped or stopped if
Before she books
ImmediatelyFront desk alert with her name, number and home areaStaffNever skipped
ImmediatelyWelcome SMS 1 with booking link (non-local: checkout link first)SMSNo SMS consent
ImmediatelyWelcome email 1: offer, location, what to expect, booking buttonNone
After 3 hoursReplied but not booked: staff task to book her in by handStaffShe already booked
Next day, 10 AMSMS 2: short personal check-inSMSBooked or replied
24 hoursEmail 2: the premium experience, train on your scheduleBooked
48 hoursSMS 3: final direct reminderSMSBooked or replied
Day 4Still not booked: move to No Visit Yet, monthly nurtureAutoBooked
Once she books
On bookingVisit confirmation SMS and email with waiver linkSMS None
8 AM, visit dayMorning reminder: location and what to do on arrivalSMSRescheduled or cancelled
On arrivalFront desk checks her in. Tag applied, pre-visit messages stopStaffNone
After she trains
3 hours after visitThank-you SMS with membership options and $20 credit if paidSMSAlready joined
Day 1Staff call: how was the session, answer membership questionsStaffAlready joined
Day 3SMS: open question, any membership questionsSMSJoined or replied
Day 7Final email: her next session at Tysons PlaygroundJoined
D2
Deliverable D · Message library

Ready-to-load copy

Every SMS and email in the system, written to sound like a real person at the front desk. Highlighted text is a GHL merge field.

SMS 1Welcome, local leadImmediately

Hi {{contact.first_name}}, this is Tysons Playground Ashland. Your free day pass is confirmed since you're local to Ashland, Mechanicsville or Glen Allen.

Pick the day you'd like to train here: {{custom_values.day_pass_booking_link}}

Reply STOP to opt out.

Your day passImmediately
Subject: Your Tysons Playground day pass

Hi {{contact.first_name}},

Your Tysons Playground Ashland day pass is ready.

You'll have access to our premium strength training equipment and can train at your own pace. We're an open access gym, so there's no class schedule to follow.

Choose your day here: {{custom_values.day_pass_booking_link}}

When you arrive, check in at the front desk and let us know you're using your day pass. Please bring a photo ID.

We look forward to having you train with us.
Tysons Playground Ashland

SMS 2Check-inNext day, 10 AM

Hi {{contact.first_name}}, checking in from Tysons Playground. Do you know what day you'd like to use your day pass? You can grab a time here: {{custom_values.day_pass_booking_link}}

The experience24 hours
Subject: Ready to try Tysons Playground?

Hi {{contact.first_name}},

If you've been looking for something different from a typical commercial gym, come experience Tysons Playground for yourself.

Premium strength training equipment. Open access. Train on your schedule.

Your day pass is ready whenever you are: {{custom_values.day_pass_booking_link}}

Tysons Playground Ashland

SMS 3Final reminder48 hours

Hi {{contact.first_name}}, just making sure you still want to use your Tysons Playground day pass. If you do, pick your day here and we'll have you set: {{custom_values.day_pass_booking_link}}

SMSCheckout linkImmediately

Hi {{contact.first_name}}, thanks for claiming a Tysons Playground Ashland day pass. Your 24-hour pass is $20, and the full $20 is credited toward membership if you join.

Complete it here: {{custom_values.day_pass_checkout_link}}

Reply STOP to opt out.

SMSCheckout reminder1 hr and 24 hrs

Hi {{contact.first_name}}, your Tysons Playground day pass is still waiting. Finish checkout here and pick your training day: {{custom_values.day_pass_checkout_link}}

SMSPaid confirmationOn payment

You're all set, {{contact.first_name}}. Your $20 day pass is confirmed, and that $20 is saved as credit toward your membership if you join.

Pick the day you'd like to train: {{custom_values.day_pass_booking_link}}

SMSVisit confirmedOn booking

You're set for {{appointment.start_time}} at Tysons Playground Ashland. When you arrive, check in with our team and let them know you're using your day pass.

Save time at the desk by signing your waiver ahead: {{custom_values.waiver_link}}

SMSMorning of visit8 AM, visit day

Hi {{contact.first_name}}, looking forward to having you at Tysons Playground today. Your day pass is ready. Just check in with our team when you arrive.

SMSNo-showSame day

Hi {{contact.first_name}}, we missed you today at Tysons Playground. No problem, your day pass is still good. Pick a new day here: {{custom_values.day_pass_booking_link}}

SMSThank you3 hrs after visit

Hi {{contact.first_name}}, thanks for training with us today. How did the session feel?

If you'd like to make Tysons Playground your gym, reply here and we'll walk you through the membership options.

SMSThank you, paid pass3 hrs after visit

Hi {{contact.first_name}}, thanks for training with us today. Quick reminder: the $20 you paid for your day pass goes straight toward your membership if you join. Want me to send you the options?

SMSFollow-upDay 3

Hi {{contact.first_name}}, still thinking about Tysons Playground? Happy to answer any questions about membership. Just reply here.

Final follow-upDay 7
Subject: Your next session at Tysons Playground

Hi {{contact.first_name}},

Thanks again for training with us last week. If the equipment, the space and the freedom to train on your own schedule felt right, we'd love to have you back as a member.

Reply to this email and we'll send over the membership options, or stop by the front desk on your next visit.

Tysons Playground Ashland

E
Launch and measurement

What we track, and the build order

The pipeline reports the full funnel, so budget decisions are based on members gained, not just leads collected.

Ads
Cost per pass claimedAd spend ÷ day pass forms submitted
Booking
Claim to visit rateVisited Gym ÷ Day Pass Claimed
Sales
Visit to member rateMember Joined ÷ Visited Gym
Bottom line
Cost per new memberAd spend ÷ Member Joined
Build order
  1. Pipeline and fields. Create the Tysons Day Pass pipeline, custom fields and tags.
  2. Calendar and checkout. Day Pass Visit calendar, $20 order form, waiver form.
  3. Landing page and form. Dropdown home area, consent checkbox, UTM fields, Pixel Lead event.
  4. Workflows 1 to 6. Built in order, with goals and quiet hours set on each.
  5. Front-desk check-in. Tablet or QR check-in form at reception, and a 5-minute staff walkthrough.
  6. Test end to end. One local and one $20 test lead through every branch, including no-show.
  7. Launch ads. Reel with all three captions as separate ads to find the strongest hook.
  8. Week 1 review. Check each stage's conversion and adjust copy or timing where leads stall.