Objectives & Key Challenges
The objectives included brand development- including the logo, website design and built, and the digital marketing plan to push for course sign ups for the personal training academy.
The personal training course industry very competitive and is dominated by some very big players therefore the key challenge was to differentiate PT Skills as an academy that was more personalised and push that message across to potential customers.
The business was a start-up therefore generating brand awareness was always going to be a challenge in such as noisy market. The level of spend was also limited compared to competitors therefore the delivery of the campaign was critical in the success of the brand.
Utilising our 3rd party analytics platforms and data we were able to develop audience profiles of a potential PT Skills customer, this included demographics, income and purchase behavioural patterns.
The strategic approach enabled us to carefully select the appropriate channels to deliver on the objectives. These channels included, Paid Social, Google PPC and SEO to ensure that were capturing the correct audience and crucially at the time when they are most engaged.
We aimed to developing a website and branding that would complement the digital activity and ensure that the User Experience was optimal for delivering sign ups and lead gen.
We delivered a logo and brand which was well received pre and post focus groups studies.
The website became a lead gen magnet with the structure enabling users to consume large amounts of information is short space of time.
25 signs ups during the launch campaign was a strong return on investment given that the course can cost upwards of £2,500.
Through our analytics measurement and attribution, we were able to provide accurate ROI and channel mix performance figures.
Organic traffic increased significantly as result of the marketing activity, with SEO seeing several keywords performing strongly against top competitors.
Core Channel Mix ££
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