crossfit coveted - redacted
TRANSCRIPT
CrossFit CovetedDigital Marketing Plan
The CompanyWhat is CrossFit Coveted all
about?
Brand
Target Market
Value Proposition
CrossFit Coveted - Brand and Company
Core Differentiating FactorsCulture of caring for each memberPassionate, knowledgeable coachesJoining a community/family
Elevator Pitch:For the busy SCV resident that wants to maintain a fit, social lifestyle, CrossFit Coveted is a local gym and fitness center that provides a community of members that are passionate about fitness and encourage each other to become better athletes. Unlike other local CrossFit affiliates, Coveted employs coaches that personally engage with each member to help them reach their goals. Members soon find that Coveted becomes their second home and family. Founded May 2014
Target Market
Busy Commuter Resident.
Customer Empathy Map
Think & Feel See
● Pressed for time and busy with life.● Need a social outlet and place to
build friendships.● Looking to have an outlet to relieve
stress in a healthy way.
● See images of “fit” individuals.● Ads/magazines with weight-loss,
healthy diets, etc.
Hear Say & Do
● My influencers are the people around me.
● My family and close friends are the opinions I value most.
● Speak amongst close friends and families to get advice on fitness trends, etc.
● Try recommended fitness regiments & diets
Just Want to Belong
Competitive Landscape
● Local CrossFit Gyms○ CrossFit Rye Canyon
■ 7 Days Free for New Members
■ Offering $199/month special for new members with 3 1-hour personal coaching sessions.
■ 6 month and 1-year prepay plans.○ CrossFit Santa Clarita
■ Free intro classes○ CrossFit Full Force
■ First week is free
● Big Box Gyms○ 24 Hour Fitness
■ Free 7-day pass■ Intro rates
○ LA Fitness■ Free 3-day pass
The PlanWhy Digital Marketing?
Goals and Objectives
Channels and Programs
Resources
Overall Campaign Objectives & Goals
● Double current conversion rate (2.52%) to 5%
● Increase site traffic by 30%
● Target potential clients that have not physically been to the gym BUT HAVE BEEN TO MY WEBSITE (Goal “lead conversion” of 10%)
April Unique Users April Sign Ups Conversion Rate
595 15 2.52%
Current Rate: 15 members ($2325/month)Double Conversion Rate: 5%New Member Sign Ups: 30 (+ $2325/month)30% Inc Unique Traffic: +178u (773u)5% Conv NMSU: 38 (+ $3565/month)
From $2325/month > $5890/month (39% rev inc)
Strategies to Implement
● Website Re-design○ One page design to catch new members.○ A/B testing on landing pages.
● Paid Advertising Campaign○ Google AdWords Campaign.○ Re-target visitors with display network. (future)
● E-mail marketing○ Collect prospective client e-mails.○ Create seasonal based e-mail reminders.○ Create promotions to incentivise sign-ups.
Google AdWords - Campaign Key Words
● Crossfit Specific○ 320 monthly searches○ $2.09 suggested bid
● Gyms Near Me / Gym Membership○ 1000 monthly searches○ $2.13 - $2.16 suggested bid
Assigned Geography:
● Santa Clarita● Castaic● Stevenson Ranch● Palmdale● Lancaster● San Fernando
MAY FORECAST
Website Redesign / Optimization
Redesign website to accomplish the following goals.
● Call to action for prospective members.● Announce promotions / special deals.● Increase SEO and make mobile friendly.
Keep the “friendly” feel with a gallery section and pictures of real members in real workouts.
Add conversion tracking and create special landing pages for promotions/e-mail marketing/Google Adwords
Who Does it Well?
● Crossfit Anywhere (www.anywherefit.com)○ Easy to navigate website○ Copy is not overwhelming○ Clear call to actions
● Crossfit Abu Dhabi (www.crossfitabudhabi.com)○ Easy to navigate homepage. If you want more info you can get it.○ Easy to find where to start (First Class Free)○ No information overload
● Crossfit Roughnecks (www.crossfitroughnecks.com)○ Calll to action (Try it for Free)○ Easy to navigate
Website Re-design Before & After with Mobile
Increase SEO / Drive Traffic
● Create copy on main page that is relevant to industry.
● Include sub pages with additional information for those who seek it out.
● Landing home/pages should be clear and direct with clear call to actions
● Create Link Building Scheme by partnering with local news outlets.
○ SCV Signal (www.scvsignal.com)○ SCV News (www.scvnews.com)
● Promote new gym expansion● Promote charity events/wods
E-Mail Marketing - Contact Lists
● Current members○ Offer referral bonus○ Bring a friend with special coaching set up
for new members○ Upcoming events
● Prospective members○ Seasonal campaigns (automated)
■ Summer Beach Body■ New Year’s Resolutions■ Spring Break■ Holidays - Thanksgiving & Christmas
○ Upcoming Events○ Generic Reach Out / Special Offers
● Member retargeting○ “Come back” rate special (automated
offered quarterly for 3 consecutive quarters)○ Upcoming events○ Free drop-inGoal’s KPI’s
Activation - Open Rates- CTR to landing page for promo (must
redeem in gym)- Use of promotion/CR
Retention - Open Rates- CTR to promo details/referral details- Share rate
E-Mail Marketing Journey for New Customers
Customer Fills Out Form
Automated E-mail “Thank You - You’ll Hear From Us Soon!”E-mail will also include more information about the gym and videos about CrossFit
Gym Will Reach Out Personally
Member Scheduled First Class :: Member Did Not Respond
Reminder Of Class Schedule thru SMS/E-Mail
E-mail First Class Follow-up
Schedule Next Class/Activate Monthly
Move to Member/Rentention E-Mail list
Send automated follow-up to remind to schedule.
Add to Prospective Members List
Monthly Budget and ROI
Impressions Clicks CTR Conv Rate New Members Cost Revenue Net Revenue
ADWORDS 2331.25 77.75 1.4% 5% 4 $128.39 620 491.61
Fixed One Time Cost Cost
Website Redesign $1000
Create Automated E-Mail Campaign $300
Monthly Costs Cost Notes
E-mail Marketing $20/month (Free up to 2000 suscribers)
Adwords $200/month (higher AdWords budget to allow optimization)
Optimize campaign $500/month Highly recommended to ensure goals are consistently hit.
Current Rate: 15 members ($2325/month)Double Conversion Rate: 5%New Member Sign Ups: 30 (+ $2325/month)30% Inc Unique Traffic: +178u (773u)5% Conv NMSU: 38 (+ $3565/month)
From $2325/month > $5890/month
Total Monthly Cost
Total Monthly Rev
Net Revenue
$770 $5890 $5120
KPI’s to Watch
● Increase of site traffic● Conversion rate● E-mail Sign Up Rate
○ Email Conversion Rate○ Email Open Rate○ Email Share Rate
● Total Revenue○ Are we increasing memberships?○ Moving free trials to paid monthly.
Other Notable Suggestions
● Revisit Promotion/Price Offering○ Industry standard is 7-day free pass.○ New members - free introductory classes○ New member first month rate.
● Integrate with Wodify (gym management software)○ Use Wodify statistics to analyze conversions○ Allow for multi-day pass purchases using wodify to instantly allow members to convert.
● New member forms, make sure to ask “How Did You Hear About Us?”○ Google○ Yelp○ Facebook○ Friend (referral bonus for friend)○ Drive by○ Other: ____________
Social Media - Future
Facebook:Create more content that drives gym excitement and entices new members to join. Link to more articles related to fitness/CrossFit. Promote more events on public FB and feature special promotions.
Instagram:Create Instagram account and add pictures taken to the account. Have this integrated into the website gallery.
Yelp:Encourage current members to review their experience offer incentives for reviews. Utilize Yelp business analytics and consider sponsoring listings.
Google/Google+:Add more content on to Google+ to increase business ranking.
Q&ABy Richard Gibson
661-305-1364