Date post: | 13-Jan-2017 |
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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.”
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