2. Objective: To establish Dewayne Montgomery and his fitness training company as a premier
training company in the Chicago area and the country.
Strategy: Utilize Dewayne’s unique training style, coupled with his vivacious personality and
positive attitude to implement various methods to grow his business and secure key clientele.
3. Phase: Branding and Marketing
Objective: To develop an identity and recognizable “product” that can be consistently delivered to consumers
Name: Brainstorm name and branding concept
Logo: Develop marketable logo
Website: Create professional website that features lots of video content and testimonials.
Social Media:
Facebook: Create fan page and post initial content
Twitter: Create account, begin twitting inspirational messages, photos and video. Follow everyone who is in-
volved in fitness.
Instagram: Create account, begin posting pictures
RedGage: Create page,
YouTube: Create channel, post videos
Email Marketing: Develop template and sending schedule
-Motivation Monday
-Technique Thursday
-Reminder for classes
-Referral opportunity
Establish Google Analytics and hoot suite platform for easy integration of all social outlets
Marketing needs: logoed t shirts.
Hangable sign
Professional photos (Class and Dewayne)
Business cards
Digital media press kit
4. Phase: Client Growth
Objective: To solicit new clients and generate consistent revenue streams
-Let everyone know of new marketing and branding
-Pass out business cards constantly
-Prepare for summer park circuit
-Ask for references and referrals
-Spartan race training promotion
-Community and corporate partnerships
-Sales 101
Phase: Brand Deployment
Local: PR opportunities. News interviews, “Best of” Lists. Activity within local fitness groups.
Speaking engagements
National: Begin communicating with various online outlets. Develop following on social net-
works. Seek media opportunities. Article and online write ups. Active on social media sites.
5. Phase: Digital Content Creation
Overview: Develop a series of online videos showcasing various unique fitness moves and
workout routines
Have Dewayne perform in front of camera with logoed shirt demonstrating moves for viewers.
Post onto social sites and promote through various sites and social sites and emails.
Moves for Ball, Bands, No equipment, medicine ball, ketltlebell, dumbbells and other training
devices
Put out a free 12 week downloadable workout routine that coincides with moves from the videos.
Viral Video: Create 2 minute video clip of intense workout from Dewayne that has WOW factor.
Send that to multiple outlets hoping for it to be viewed by many, directing traffic to other videos/
website
Phase: Establish Facility presence
Seek locations within the city of Chicago to open up a training facility. Old warehouse or garage
is acceptable to begin with. Start small, then grow.
6. NEEDs from Dewayne
-Develop a 12 Week program that someone can do on their own. One for Gym, one for home
-Create a list of 100 exercises to film
10+ for each category
-Barbells
-Medicine Ball
-Kettle Bell
-Bosu ball
-Dumbbell
-Body weight
-Band
-Rubber Strap
-A standard nutrition plan
-Study social media engagement tactics including Twitter, Facebook and Instagram
-An unrelenting commitment to develop, sell and grow the new company and brand; whatever it
takes
