MARKETING PROPOSAL

MARKET SIZE & COMPETITION

CHALLENGES & BUSINESS OPPORTUNITY

OUR AUDIENCE PERSONA

FRESH OUT OF UNI Beth, 25

“Need to keep up. What it feels like trying to impress my first boss by going above and beyond and keep up with work socials, whilst keeping friends & family happy seeing them regularly, is everyone's life this busy?”

URBAN METROPOLITANMeghan, 30

“Blissfully bustling. What it feels like to balance my demanding career, and social life while staying committed to my health and fitness goals.”

SPORTY FEMALESally, 28

“Driven and focused. What it feels like to be an aspiring athlete that looks after my health and wellbeing. I need to be energised through all aspects of my life; from competing through to socialising.

ACTIVE MUMHayley, 38

“Happily hectic. What it feels like seeking to maintain a balance between looking after my family and looking after my health. I need to feel healthy and energised to keep up with my children and having a family should not stop me having a life.”

CONSUMER JOURNEY

CONSUMER JOURNEY

CONTENT MATRIX

STRATEGY & PATH TO SUCCESS

CHANNEL MAPPING

PAID/OWNED/EARNED

PAID COMMUNICATION OBJECTIVES CHANNEL INVESTMENT % J F M A M J J A S O N D MEASUREMENT

Social Video Awareness Youtube - Pre/post roll display 0.2                         view of videoSocial & Blog Promotion Awareness Instagram/Facebook/Twitter/

Blogger 0.15                         likes/shares/mentions

Display, Mobile Ads Awareness   0.2                       impressions/clicks/converstions

Signage Awareness Gyms/Health Clubs/Underground 0.2                         awareness measurement

Event Sponsorship Awareness & Engagement Specific Sports Events i.e. Tough Mudder 0.1                         awareness measurement

Social Quiz Engagement   0.05                         participants/sign-ups

Search Engagement Google Adwords 0.1                         clicks/conversions

OWNED COMMUNICATION OBJECTIVES CHANNEL  CONTENT/ROLE J F M A M J J A S O N D MEASUREMENT

Website Awareness NAHub of

communication, inspiring,

educational                        Time spent on website, filled out

contact forms, view of video

Videos Awareness YouTube Inspiring educational video                         view of video

Social Media Awareness/Engagment Facebook/Twitter/Instagram 30 day challenge                         share/like/follow/mentions

App Awareness/Engagement Google Play & App Store Hydration couch / 30 day challange                         download / usage / shares

Free Samples Awareness/Engagement/Driving sales Health Clubs, Sports Events Experience the

product                         no of samples distributed

Hydration Trackers Engagememt/Driving Sales Health Clubs, Sports Events Augment expreience                         no of hydration trackers distributed

Educate Point of Sales Driving Sales Health Clubs, Sports Events

Education & exchange with

customers                        no of conversation with customers

                 

EARNED COMMUNICATION OBJECTIVES   CONTENT J F M A M J J A S O N D MEASUREMENT

Social Media Shares Engagement/Repositioning master brand   Share of owned

content                         shares/likes /followers - #shares

Reviews Engagement/Drive Sales   Product review/Information                         no of reviews

WOM Engagement/Drive Sales                             shares