Case Study Offline Marketing

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Sports Marketing Campaign. Case study of successful offline strategies: segmentation with positioning

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Case Study Offline Marketing

  1. 1. This is a sample of a sports marketingstrategy and our graphicdesign/copywriting work. It includes:-Segmentation-Strategic Alliances-Taglines/Positioning StatementsWe were hired to complete thesecampaigns on a retainer basis for sixmonths. Alexandra Lehmann, Principal Partner 1
  2. 2. Segmenting Client’s Customer BaseWith these three testimonials, wesegmented and began campaignstargeting three of our client’s mostqualified prospects:• young athletes wishing to compete at high levels,• executives wanting to “get back into shape,” and• and people recovering from serious physical conditions.Channels:FacebookDisplay AdvertisingNo budget for print advertising 2
  3. 3. Brian Bollerman works out at Results because for him every fraction of a second matters. 3
  4. 4. Juliana Fodera works out atResults because for her it is a decision between walking and not walking. By building up her core muscles and keeping her heart healthy, Juliana trusts her personal trainer to help her to achieve this goal. Together they create new ones. 4
  5. 5. Tim O’Malley works out at Resultsbecause he turned 50 And decided it was time to get serious about his health. Tim’s trainers put him on a regimen designed to lose weight, strengthen his core and build muscle. A year later, he lost more than 60 pounds.Now Tim is inthe best shapeof his life. 5
  6. 6. 24 x 36 inch poster display advertising.Tagline: Get fit to win.Exclusive training method with athletewinning race. Positioning: Demonstratingthat personal training will help you to excelin sports – not just “at the gym.” 6
  7. 7. THE MOST INTELLIGENT FITNESS SYSTEM SWEEPING THROUGH EUROPE & NYCGYROTONIC® IMAGINE HOW THIS FEELS AFTER book A DAY your OF FREE SITTING private AT THE lesson Picture courtesy of Body Evolutions, NYC COMPUTER now 7
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  9. 9. Strategic Alliancesare “builders” of a business. They taketime to initiate, develop and foster. Butthey are by far the most valuable asset asmall business can have – if both partiesare able to sustain the relationship(usually with joint promotions).L&LC initiated a free clinic for oldermembers of a tennis club; a weight loss(money back guarantee) program with apopular beauty salon; and a series offree ski clinics for older skiers with a 30year old ski shop in New Canaan.The rate of return on investment to theserelationships is one year at maximum.See forecasting chart of recent case study. 9
  10. 10. Channels to publicize this strategic alliance included hyperlocal webzines, flyers distributed throughout Ridgefield,18 x 24” display advertising in both storefronts, raffleprize of free ski lift tickets to local mountain. Ski & Sportshop offered merchandise for discounted sale to gymmembers and to show a “Warren Miller” video to 45+participants while learning mountain stretches to preventinjury. 10Tagline: Get fit to have more fun.
  11. 11. Strategic Alliance with a popularbeauty salon. Offer was a money backguarantee. Owner of Shine Salon tookchallenge. Nutritional counseling partof program. Tagline: Every Body is 11Different
  12. 12. Strategic Alliance resulted in local print coverage inHersam Acorn Press which has a householdreadership of 37,000.Offer was a money back guarantee.Tagline: Every Body is Different.Positioning: Shared accountability is the key tosuccess. 12
  13. 13. 24 x 36” poster of a series of two clinics for age 45+ tennis players to specific muscles in shape for matches. Tagline: Get Fit to WinStrategic Alliance with Ridgefield TennisClub. Positioning statement: Every Body is 13Different.

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