I want to build awareness and a social media campaign + lead generation system for our online training app.
Main contact

Portals
-
Vancouver, British Columbia, Canada
Project scope
Categories
Communications Competitive analysis Market expansion Product or service launch Sales strategySkills
landing page optimization facebook advertising target audience situation analysis newsletters market analysis key performance indicators (kpis) performance appraisal blog posts marketingProject Title: "Athletes Nation Online Expansion Campaign"
I. Executive Summary:
- Brief overview of Athletes Nation's background and expertise in training professional athletes.
- Introduction to the newly developed online training app catering to young athletes, elite athletes, and the general population.
- Objectives of the marketing campaign: Increase app downloads, expand user base, and establish Athletes Nation as a prominent player in the online training space.
II. Situation Analysis:
- Market Analysis:
- Identify the target audience segments (young athletes, elite athletes, general population).
- Analyze competitors in the online fitness training industry.
- SWOT Analysis:
- Assess Athletes Nation's Strengths, Weaknesses, Opportunities, and Threats in the online training market.
III. Campaign Strategy:
- Target Audience Segmentation:
- Develop detailed personas for young athletes, elite athletes, and the general population.
- Tailor marketing strategies for each segment.
- Unique Selling Proposition (USP):
- Define what sets Athletes Nation's online training app apart from competitors.
- Highlight the key benefits and features that appeal to each target segment.
IV. Media Campaign:
- Content Strategy:
- Plan a content calendar for social media, blog posts, and other online platforms.
- Create engaging and informative content showcasing the app's benefits, success stories, and training tips.
- Influencer Partnerships:
- Identify and reach out to fitness influencers or athletes for collaborations.
- Leverage their audience to promote the online training app.
- Visual Elements:
- Develop a consistent visual theme for branding across all platforms.
- Create high-quality images and videos demonstrating app features.
V. Lead Generation System:
- Landing Page Optimization:
- Evaluate and optimize the current landing page for better conversion.
- Implement A/B testing for different elements.
- Free Trials and Exclusive Content:
- Develop a strategy for offering free trials or exclusive content to encourage sign-ups.
- Design lead capture forms and implement them strategically.
- Email Marketing Plan:
- Create a series of automated emails for lead nurturing.
- Design newsletters and promotional emails to keep users engaged.
VI. Advertising:
- Ad Platforms Selection:
- Choose the most suitable advertising platforms (Google Ads, Facebook Ads, Instagram Ads).
- Allocate budget based on target audience and campaign objectives.
- Ad Copy and Visuals:
- Craft compelling ad copy highlighting unique features and benefits.
- Design visually appealing ad creatives for each platform.
- Performance Monitoring:
- Implement tracking pixels and analytics tools to monitor ad performance.
- Regularly analyze key metrics and adjust the advertising strategy as needed.
VII. Measurement and Evaluation:
- KPIs:
- Define key performance indicators (KPIs) such as app downloads, conversion rates, and user engagement.
- Set measurable goals for the campaign.
- Reporting:
- Develop a reporting system to track and evaluate the success of the marketing campaign.
- Provide recommendations for future improvements.
VIII. Budget and Timeline:
- Allocate a budget for the entire campaign, including advertising costs, influencer collaborations, and content creation.
- Create a timeline with milestones and deadlines for each phase of the campaign.
IX. Conclusion and Recommendations:
- Summarize the key findings and outcomes of the marketing campaign.
- Provide recommendations for ongoing marketing efforts and potential future expansions.
This comprehensive outline should guide the marketing student in developing a detailed plan for Athletes Nation's online expansion campaign. It covers key aspects such as target audience, unique selling proposition, media campaign, lead generation, advertising, and performance evaluation.
Project Title: "Athletes Nation Online Expansion Campaign"
I. Executive Summary:
- Brief overview of Athletes Nation's background and expertise in training professional athletes.
- Introduction to the newly developed online training app catering to young athletes, elite athletes, and the general population.
- Objectives of the marketing campaign: Increase app downloads, expand user base, and establish Athletes Nation as a prominent player in the online training space.
II. Situation Analysis:
- Market Analysis:
- Identify the target audience segments (young athletes, elite athletes, general population).
- Analyze competitors in the online fitness training industry.
- SWOT Analysis:
- Assess Athletes Nation's Strengths, Weaknesses, Opportunities, and Threats in the online training market.
III. Campaign Strategy:
- Target Audience Segmentation:
- Develop detailed personas for young athletes, elite athletes, and the general population.
- Tailor marketing strategies for each segment.
- Unique Selling Proposition (USP):
- Define what sets Athletes Nation's online training app apart from competitors.
- Highlight the key benefits and features that appeal to each target segment.
IV. Media Campaign:
- Content Strategy:
- Plan a content calendar for social media, blog posts, and other online platforms.
- Create engaging and informative content showcasing the app's benefits, success stories, and training tips.
- Influencer Partnerships:
- Identify and reach out to fitness influencers or athletes for collaborations.
- Leverage their audience to promote the online training app.
- Visual Elements:
- Develop a consistent visual theme for branding across all platforms.
- Create high-quality images and videos demonstrating app features.
V. Lead Generation System:
- Landing Page Optimization:
- Evaluate and optimize the current landing page for better conversion.
- Implement A/B testing for different elements.
- Free Trials and Exclusive Content:
- Develop a strategy for offering free trials or exclusive content to encourage sign-ups.
- Design lead capture forms and implement them strategically.
- Email Marketing Plan:
- Create a series of automated emails for lead nurturing.
- Design newsletters and promotional emails to keep users engaged.
VI. Advertising:
- Ad Platforms Selection:
- Choose the most suitable advertising platforms (Google Ads, Facebook Ads, Instagram Ads).
- Allocate budget based on target audience and campaign objectives.
- Ad Copy and Visuals:
- Craft compelling ad copy highlighting unique features and benefits.
- Design visually appealing ad creatives for each platform.
- Performance Monitoring:
- Implement tracking pixels and analytics tools to monitor ad performance.
- Regularly analyze key metrics and adjust the advertising strategy as needed.
VII. Measurement and Evaluation:
- KPIs:
- Define key performance indicators (KPIs) such as app downloads, conversion rates, and user engagement.
- Set measurable goals for the campaign.
- Reporting:
- Develop a reporting system to track and evaluate the success of the marketing campaign.
- Provide recommendations for future improvements.
VIII. Budget and Timeline:
- Allocate a budget for the entire campaign, including advertising costs, influencer collaborations, and content creation.
- Create a timeline with milestones and deadlines for each phase of the campaign.
IX. Conclusion and Recommendations:
- Summarize the key findings and outcomes of the marketing campaign.
- Provide recommendations for ongoing marketing efforts and potential future expansions.
This comprehensive outline should guide the marketing student in developing a detailed plan for Athletes Nation's online expansion campaign. It covers key aspects such as target audience, unique selling proposition, media campaign, lead generation, advertising, and performance evaluation.
Mentoring a student through the process of executing the marketing project for Athletes Nation's online expansion requires a combination of guidance, support, and empowerment. Here's a step-by-step guide on how you can mentor a student effectively:
1. Clarify Objectives and Expectations:
- Clearly articulate the goals and objectives of the marketing project.
- Discuss your expectations regarding the project's scope, creativity, and desired outcomes.
2. Initial Meeting:
- Conduct an initial meeting to introduce the student to Athletes Nation, the online training app, and the overall business environment.
- Discuss the company's values, target audience, and unique selling propositions.
3. Understand the Student's Skills and Goals:
- Assess the student's existing skills, strengths, and areas for improvement.
- Understand the student's career goals and how this project aligns with their aspirations.
4. Provide Context:
- Offer a comprehensive overview of the market, competition, and the specific challenges and opportunities in the online fitness training industry.
5. Collaboratively Develop a Project Plan:
- Work with the student to outline a detailed project plan based on the provided project outline.
- Discuss milestones, deadlines, and key deliverables.
6. Set Regular Check-In Meetings:
- Establish a regular meeting schedule to check the progress of the student.
- Use these meetings to address any questions, concerns, or challenges the student may be facing.
7. Encourage Independent Research:
- Encourage the student to conduct independent research on industry trends, competitor activities, and successful marketing campaigns in the fitness industry.
8. Guide Content Creation:
- Assist the student in developing content strategies for different platforms.
- Provide feedback on written and visual content to ensure it aligns with the brand and campaign objectives.
9. Teach Data Analysis:
- Guide the student on how to set up and use analytics tools for performance monitoring.
- Teach them how to interpret data and derive insights to make informed decisions.
10. Promote Problem-Solving:
- Encourage the student to think critically and independently.
- Help them develop problem-solving skills by discussing potential challenges and brainstorming solutions.
11. Support in Influencer Collaboration:
- Offer guidance on identifying suitable influencers and reaching out for collaborations.
- Discuss the importance of maintaining positive relationships with influencers.
12. Review and Provide Feedback:
- Regularly review the student's work and provide constructive feedback.
- Focus on both strengths and areas for improvement to foster continuous learning.
13. Encourage Creativity:
- Foster a creative environment where the student feels empowered to bring innovative ideas to the table.
- Encourage experimentation and thinking outside the box.
14. Instill a Results-Oriented Mindset:
- Emphasize the importance of measuring and analyzing campaign results against set KPIs.
- Guide the student in understanding the impact of their efforts on the overall business objectives.
15. Final Presentation:
- Collaborate with the student to prepare a final presentation of the marketing campaign.
- Offer insights on how to present findings, lessons learned, and recommendations effectively.
16. Reflect and Provide Career Guidance:
- Reflect on the project's outcomes with the student.
- Discuss how the skills and experiences gained align with their future career goals.
17. Offer Continued Support:
- Provide ongoing support even after the project is completed.
- Offer advice on career development, networking, and potential opportunities within the industry.
Mentoring is a dynamic and collaborative process. By providing guidance, encouragement, and constructive feedback, you can help the student develop valuable skills and gain a deeper understanding of marketing in the context of Athletes Nation's online expansion.
Supported causes
The global challenges this project addresses, aligning with the United Nations Sustainable Development Goals (SDGs). Learn more about all 17 SDGs here.
About the company
APOLLO was founded by two best friends from Nova Scotia now living in Alberta (Boo McNamara & Mattie Gordon-MacDonald). Sharing a huge passion for music, arts, tattoos, snapbacks and street-wear; they decided to take a leap of faith in September 2014 and created Apollo Originals. That idea has now turned into a movement we look to take across the country and then across the world. Join us on our growing mission to take Apollo "Universal".
Main contact

Portals
-
Vancouver, British Columbia, Canada