Known for her “no nonsense” approach to health and fitness, celebrity trainer and fitness personality Kathy Kaehler, a Much and House client for 15 years, is undergoing a transformation and being rebranded as an author and spokesperson. She has appeared in countless magazines and newspapers, including columns in Elle and Self, has appeared on every national morning show, including the Today Show where she was the in-house fitness trainer for 13 years, and has even had a cameo on Keeping Up With The Kardashians.
Challenge:
Our challenge was to transition Kathy from a celebrity trainer to a fitness and lifestyle personality, while remaining true to and not alienating her base. Our goal was to develop Kathy’s brand in the wellness arena by expanding her role as a “food coach”, who, as a working mother, is a model for leading a well balanced life.
Strategy & Tactics:
Over the years our success with Kathy has been tremendous. She has appeared as a celebrity trainer, commenting on the bodies of a range of celebrities in a range of media outlets. Kathy has also given her insights into effective eating plans, achieving the “perfect butt” and “best Abs” and losing mommy weight. The birth of her children provided us with opportunities to showcase her in parenting publications as well as TV segments that featured her kids. As she entered her 40’s we sought opportunities in publications and on television that pertained to a maturing body, from giving tips for the pre-menopausal woman to keeping a relationship sizzling through exercise. However with our goal of celebrating Kathy as a fitness personality, not simply the “trainer to the stars”, our strategy included creating editorial opportunities that featured Kathy as a health expert, regardless of whom she trained. To that end, we were able to secure features in such publications as More, Family Circle, Marie Claire, Statement magazine, Woman’s Day and First, among many others. With an elevated platform, Kathy was able to secure publishing deals and her books, Teenage Fitness, Celebrity Fitness and Fit & Sexy For Life performed well and lead to an array of spokespersons opportunities.
- Message Development— The message that we developed was that Kathy Kaehler, America’s Celebrity Trainer was a regular mom, just like you and me. She multi-tasked, taught regular people, drove a carpool, tried to fit her own workouts into her busy schedule and was always stressed about keeping her kids healthy. Kathy’s food plan, Kathy Kaehler’s Sunday Set-Up™ became a focus of our messgae as well. The Set-Up is a meal planning program in which Kathy shops, preps and prepares the meals and snacks for her family for a week—all on Sunday. When news of this program was picked up by the media, food related products sought out her alignment, thus propelling Kathy into the category of health and wellness personality, with the added title of “food coach”.
- Media Outreach— The media outreach for the newly branded Kathy Kaehler includes the food and lifestyle editors at women’s fitness and parenting publications, as well as the fitness editors. Articles on Kathy are now appearing in such publications as First, and Family Circle, with more to come.
- Viral Campaign— Kathy hosts “mommy blogger” events, Twitters, has a Facebook following, submits videos to YouTube and has created a new website for Kathy Kaehler’s Sunday Set-Up™, www.kathykaehler.net.
Results:
- Today Show
- Regis & Kelly
- Megan Mullally
- KTLA Morning News
- InStyle
- Prevention
- Marie Claire
- Self
- Elle
- Shape
- Woman’s Day
- Woman’s World
- Family Circle
- Glamour
- First
- Family Circle
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