(310) 464-7609 www.righthandplanning.com [email protected]
REBRANDFORNEWBUSINESSMODEL
COMMUNICATIONSSTRATEGIESFORASUCCESSFULTRANSITIONCHALLENGETransitionFitcampfromlivefitnessclassestoahealthylifestyleandproductssitewhilemaintainingandexpandingitsclientbase.
GOALSUsewebsite,blogandnewsletterpromotionstointroducenewbrandfocus,increasesubscribersandsellproducts.BRAND&TARGETINSIGHTSPeopletrustandfeelapersonalconnectionwithfounderGretaduetoherone-of-a-kindstyleandexpertise.KEYBRANDSTRENGTH“TrustthroughExpertise”isthefocususedtoincreasethesubscriberbaseandsellproducts.
KEYMARKETINGINSIGHTUsevoiceofGreta’sone-of-a-kindpersonalityandfamiliarhealth&fitnesstopicsonthewebsiteandinnewsletterstomaintainthepersonalconnectionandappealtonewandexistingfans.
(310) 464-7609 www.righthandplanning.com [email protected]
COMMUNICATIONSSTRATEGIESCONTENTMARKETINGSTRATEGYContentCalendarLaunchedengagingandinformativecontentmarketingstrategywithmixofnews,informationandproductpromotionalmaterialto:
• Newproductsandpromotions• Reinforcereputationasanindustrythoughtleader• Connectwith“buyerpersonas”• Usekeyword-basedcontentforSEObenefits• Leverageconsumertouchpoints:lifeevents,yearlyoccasionsandbrandnews• “BricksandFeathers”strategymixeslongarticles,shortpostsandcurated
content
(310) 464-7609 www.righthandplanning.com [email protected]
Keyword-BasedContentExamples
• “NaturalRemediesforHotFlashes”–1000searches/month• “DiscoverNaturalPMSReliefthatWorks”–590searches/month• “EffectiveMenopauseSupplementsStraightfromNature”–720searches/month
NEWWEBSITE,FAMILIARTOUCHPOINTSDevelopedaredesignedresponsivewebsitewithfamiliarbrandelementstohelpexistingandnewclientsunderstandandacceptthenewbusinessmodel.
• NewsitefeaturesbigimageofGretatokeepconnectionwithGreta’sexpertiseandpersonality
• IntegratedfamiliarFitcamplogointonewsitetoconnectoldbrandandnew• Re-purposedexistingblogcontentintonewyetfamiliarhealthrelatedcategories
OldFitcampWebsite
NewFitcampwebsite
(310) 464-7609 www.righthandplanning.com [email protected]
FEATUREDPRODUCTPLACEMENTFeaturedGreta’sfitnessproductsonnewsite’sHomepageinprominentboxesbelowthemainsection.
BUILDSUBSCRIBERLISTOPTINSPUSHPERSONALITY,EXPERTISE
• SignupformsfeatureGretaandreferenceGreta’sexpertise• AHomepagecalltoactionpromotesnewsignatureproduct• Adirect-to-cameravideoappealfromGretaencouragesnewproductsignups
STRATEGICOPTINPLACEMENTToaddnewslettersubscribersandnewproductsignups,opt-informsappearinstrategiclocations
• Onthesidebar• Belowcontent• Asafooterpopup• Newproductvideosignuppage
(310) 464-7609 www.righthandplanning.com [email protected]
RESULTSThroughthenewSEO-optimizedwebsite,contentandeventsandweachievedthefollowingresultsonourgoals.
NEWSLETTERSUBSCRIBERS 196%NEWPRODUCTNOTIFYLIST 150%PRODUCTSALES 150%
