Background: Our digital strategy is aimed at completing our objectives as effectively as possible. We are strategically managing our platform to guide and interact with our target audience. Our audience of aspiring elite athletes is important to us and we want to share our Big Idea that “Tough times don’t last, tough people do”. With this message we are going to challenge and empower our athletes to persevere, work hard, and overcome hurdles on the path to their goals.We will reach these athletes through various channels such as social media, email, and our website; all filled with pillar content that is resource-driven. Our brand is passionate and driven for success, and that is how we will attack our digital strategy.
Objectives:
- Increasing membership accounts by 50% by the end of the fiscal year. Key Performance Indicators: Number of membership accounts, total revenue from products and services, number of referrals from current members.
- Increase following on main social media platform (Instagram) to 1 million followers. Key Performance Indicators: Number of followers on Instagram account, engagement of followers and site visitors on the site, number of total site visits to main platform.
- Increase email subscriptions by 25% by the end of a six month period. Key Performance Indicators: Number of email subscribers
Targeting and Platforms:
Persona #1: Chris Ripley, 28, Outside linebacker in the NFL, who is a former MVP and 6x Pro Bowler. Chris understands how important his body is, given that it is practically his business. He pays much attention to this workout regimen, nutrition, and recovery to make sure he is operating at 100%. Chris will act as one of our leading brand ambassadors as he is an influential figure on Instagram and Twitter.
Persona #2: Kelsey Washington, 23, Shooting guard who is an up and coming player in the WNBA after winning Rookie of the Year last season. With the WNBA gaining popularity, Kelsey is determined to be a face for the league and must continue to improve every year. She loves the game of basketball and wants to break down barriers for girls who would like to play professionally as well. Kelsey is also very active on social media as well as hosting her own YouTube channel where she can play ambassador for our brand.
Paid Advertising: Given a budget of $5,000,000, we will allocate $5,000 (10%) to paid advertising. This will come in the form of ads on social media, on websites potential customers search, and on online streaming services for the most part.
Search Engine Optimization: Our marketing team has done extensive research to find out the keywords that will work best and show up most of the time for searches. This will be related to training, nutrition, sports, etc. Additionally, we will include keywords with high commercial intent like “deal” and “discount”.
Email Marketing: Emails will be sent to both prospective customers and current customers, with deals and discounts being included with our members’ newsletters. Although not everyone will be on every social media, email allows for our brand to be in contact with a wide as possible demographic of target customers.
Website: Our website will serve as a location accessible at all times and from anywhere. It will feel like a place customers can go to for information, and useful guidance and content.
Pillar Content:
#1: Daily Instagram Post: Our instagram will have a daily routine of posting content to our profile every morning. While this will not be the only type of post, it will serve as an integral one. The post will either contain motivational quotes or motivational story attached with a photo. Another idea would be having a workout of the day, meal plan for the day, or basic training guidance to give followers a goal for their day. These posts will show passionate our brand is about sharing a healthy lifestyle with our audience
#2: YouTube Series:There will be weekly episodes of one of our brand ambassadors/athletes. This video will contain background, clips of training, interviews and much other content that relates to their interaction with our gym. The purpose of these videos will be to give people insight on our personas and how they have felt empowered through our brand. With the “Tough Times Don’t Last, Tough People Do” theme, our athletes will exemplify that by making the audience aware of challenges they had to overcome for success.
#3: Weekly Podcast: This will be a weekly podcast emailed out and posted to the website as well. Links will also be posted and available on our social media platforms. The podcast will invite professionals in the field of training, health, and sports to interview and discuss with our media staff. Topics will cover everything our customers will have interest in whether it be new training methods, diet trends, sports news, and other great stuff! We will pride ourselves and sharp and data-driven research to deliver resources that will drive success.
https://docs.google.com/presentation/d/1tScDPOsYC4pXRgl52sPHNq8mbQlaASfGDJMTaHSQ8Yk/edit?usp=sharing
Alessandro Gonzalez Digital Media 