1. DIGITAL MARKETING PLAN
A presentation by:
Egemen Serce
Molin Parekh
Joa Meza Mancilla
Andrew Kong
Preet Khanna
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2. AGENDA
• The Proposition
• The Target Audience
• Consumer Segmentation
• Consumer Journey
• Brand Identity – Name, Logo, Slogan
• Website
• Brand Positioning
• Brand Strategy
• Comms Strategy – Content Strategy
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3. BRAND STORY
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4. SITUATION ANALYSIS
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5. SWOT
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6. OBJECTIVES
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7. 5 S’S
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8. STRATEGY
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9. 8 P’S
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10. CONSUMER PERSONA FRANK & ISABEL
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11. BRAND PERSONALITY & POSITIONING
• Young
• Inspirational
• Influencer
• Social Media Savvy
• Friendly
• Active
• Vibrant
Style up foryour
work out!
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12. SEQUENCE
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Subscribe to our
e-newsletter
PAY USING F+I CREDIT

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15. COMPELLING, ENGAGING AND CROSS SELLING
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16. INTEGRATION – CRM AND DATABASE
• Database of gyms, fitness companies – affiliation and
partnership
• Newsletter sign ups – Online PR
• Youtube – Sponsor gym gear for people with fitness
videos on youtube. CTA – Sign up.
• Influencer incentives for referrals – Facebook. Feed
from twitter, pinterest, instagram.
• Photo competitions & interactive social media
events.
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17. CONTENT STRATEGY
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18. 5 R’S
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19. FREQUENCY PLAN
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DAILY ACTIVITIES
•Tweets
•Facebook Status
•Instagram/Pinterest
•Google+
MONTHLY ACTIVITIES
•Online events – sales and
promotions
•Competitions, polls and
quizzes
•Seasonal campaigns
(Spring/Summer,
Autumn/Winter)
WEEKLY ACTIVITIES
•Youtube videos
•Newsletters
•Blog
•E-mailer
•Alerts
PULL PUSH

20. E-NEWSLETTER
• Newsletter to be developed and shared with existing
customers on a weekly basis
• Signing up people on our website giving free access to
our fitness calculator “fitter” for a month
• E-Newsletter will share stories - Social responsibility,
video blog ,new products, trending.
• E-Newsletter will then lead the reader to our blog
• Frequency to be determined through research,
analytics and the CTRs achieved.
• Well developed monitoring system to measure traffic.
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21. E-MAILER
• Weekly emailer will be sent to existing customers
informing them about latest ranges and
discounts, leading them to the sale and product
pages.
• Sales, promotions, vouchers, special discounts,
occasions and special days
• Frequency to be determined through research,
analytics and the CTRs achieved.
• Well developed monitoring system to measure
traffic.
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23. YOUTUBE CHANNEL
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24. APPS – AVAILABLE ON IPHONE & ANDROID
Depending on our target consumer needs, we will have blackberry development in stage 2 after reviewing
analytics figures
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fitter

27. BLOG
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28. GOOGLE+
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Circles with companies:
Gyms
Nutrition companies
Circles with customers
Valuable content
SEO in google+ activities

29. CONSUMER JOURNEY - BRAND
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JOURNEY YOUTUBE FACEBOOK TWITTER PINTEREST/INS
TAGRAM
BLOG GOOGLE+
WHY Engage +
Impact
Engagement +
Awareness
PR +
WOM
Awareness +
Educate
Engage +
Educate
WOM + Engagement
HOW Views +
Likes +
Comments
+
Subscriptio
ns
Sign ups + Likes
+ Share +
Participation
Sign ups +
retweets
+
branding
Sign ups +
Share +
Branding
Sign ups +
participatio
n + CTR
Sign ups +
Participation
WHAT Trust for
the brand
+
Loyalty
Strong online
community,
interactivity with
customers +
Feedback
Spread
the word
+ Brand
consolida
ting
Spread the
word + Brand
consolidating
Loyal
advocates
+ Brand
ambassado
rs
Strong online
community,
interactivity with
customers and
businesses +
Feedback

30. CONSUMER JOURNEY - SALES
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JOURNEY WEBSITE EMAILERS SEO
WHY Awareness + Sales Awareness + Sales Sales
HOW SEO + Regular updates +
Consumer friendly + Safe
Subscription + CTR Analytics
WHAT Brand perception, shop-
front, sales, customer
service
Repeat visitors and sales ££££

31. THANK YOU
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