5. OUR AUDIENCE PERSONA
FRESH OUT OF UNI
Beth, 25
“Need to keep up. What it feels like
trying to impress my first boss by
going above and beyond and keep up
with work socials, whilst keeping
friends & family happy seeing them
regularly, is everyone's life this busy?”
URBAN METROPOLITAN
Meghan, 30
“Blissfully bustling. What it feels like to balance my
demanding career, and social life while staying committed
to my health and fitness goals.”
SPORTY FEMALE
Sally, 28
“Driven and focused. What it feels like to be an
aspiring athlete that looks after my health and
wellbeing. I need to be energised through all aspects
of my life; from competing through to socialising.
ACTIVE MUM
Hayley, 38
“Happily hectic. What it feels like seeking to maintain a
balance between looking after my family and looking after my
health. I need to feel healthy and energised to keep up with my
children and having a family should not stop me having a life.”
12. PAID/OWNED/EARNED
PAID COMMUNICATION OBJECTIVES CHANNEL INVESTMENT % J F M A M J J A S O N D MEASUREMENT
Social Video Awareness Youtube - Pre/post roll display 0.2 view of video
Social & Blog
Promotion
Awareness Instagram/Facebook/Twitter/Blogger 0.15 likes/shares/mentions
Display, Mobile Ads Awareness 0.2 impressions/clicks/converstions
Signage Awareness Gyms/Health Clubs/Underground 0.2 awareness measurement
Event Sponsorship Awareness & Engagement
Specific Sports Events i.e. Tough
Mudder
0.1 awareness measurement
Social Quiz Engagement 0.05 participants/sign-ups
Search Engagement Google Adwords 0.1 clicks/conversions
OWNED COMMUNICATION OBJECTIVES CHANNEL CONTENT/ROLE J F M A M J J A S O N D MEASUREMENT
Website Awareness NA
Hub of communication,
inspiring, educational
Time spent on website, filled out contact
forms, view of video
Videos Awareness YouTube
Inspiring educational
video
view of video
Social Media Awareness/Engagment Facebook/Twitter/Instagram 30 day challenge share/like/follow/mentions
App Awareness/Engagement Google Play & App Store
Hydration couch / 30
day challange
download / usage / shares
Free Samples Awareness/Engagement/Driving sales Health Clubs, Sports Events Experience the product no of samples distributed
Hydration Trackers Engagememt/Driving Sales Health Clubs, Sports Events Augment expreience no of hydration trackers distributed
Educate Point of Sales Driving Sales Health Clubs, Sports Events
Education & exchange
with customers
no of conversation with customers
EARNED COMMUNICATION OBJECTIVES CONTENT J F M A M J J A S O N D MEASUREMENT
Social Media Shares
Engagement/Repositioning master
brand
Share of owned content shares/likes /followers - #shares
Reviews Engagement/Drive Sales
Product
review/Information
no of reviews
WOM Engagement/Drive Sales shares
