The document outlines a marketing strategy for a weight management company. It proposes a multi-stage approach beginning with paid media like PPC ads and landing pages. It then expands to a 360 campaign using content marketing, SEO, blogging and social media. Celebrity endorsements are also recommended to promote the brand online and offline. Buyer personas are identified and tactics like email marketing, paid media, SEO, blogging and offline advertising are proposed. Finally, resources and a budget are included.

1. Marketing Strategy
By Hugo Espadas. April 20th 2017

2. 1. Background
Weight issues are nothing new to developed markets around the world, particularly in countries such as the US
where well over one-third of consumers are considered obese.
Factors like rising disposable income, coupled with the spread of “Western” food options (such as fast food
restaurants and ready meals), has certainly had a significant impact on the weight of many middle class
consumers in emerging markets.
However, weight management accounts for only 7% of the US$205 billion global consumer health market.
While there are a variety of factors for this percentage, the media still keep grading celebrities in terms of how well
they are maintaining their looks and health – a clear concern of ageing societies today where many are
working past traditional retirement age.

3. 2. What are we going to do?
Stage 1:Paid Media
We understand the urgency to obtain
Qualified Leads, hence we are going
to start with two new Landing Pages*
that will receive traffic from three PPC
campaigns in:
• Facebook
• Google Search
Stage 2:360 Campaign: Online
and Offline Media
We’ll build a content strategy based in
Celebrities that match your Buyer
Personas attitudes and challenges.
Even though PPC campaigns will
remain in this stage, we’re also going
to focus on inbound Marketing in
order to attract Qualified leads
through SEO, Blogging, Social Media
and email Marketing Automation.
Did you know that 80% rated search as
very or extremely important to their
decisions to purchase health, diet or
fitness products ?

4. 3. Celebrity Endorsement
We want to take advantage of all resources available, hence we
recommend to endorse one or more celebrities in order to achieve
the best performance in both online and offline media.
Famous people like Oprah Winfrey, Jessica Simpson, Charles
Barkley are role models that are trusted by people who suffers
overweight and obesity problems.

5. 4. Website Analysis
After our first look we found that The Helm Center’s website got a really good overall score of 84. According to
Hubspot there are just some improvements in terms of Performance and SEO to make it great.
In terms of marketing best practices we found that the site should improve in:
• Forms
• Personalized call to actions
• Clear titles
• A more conversational Content according to the needs of your public (buyer personas)
• Images that support both the blog posts and testimonials
• Keywords
• PDF able to be downloaded for educational purposes

6. It is recommended to eliminate all
navigation menus in order to
prevent loosing traffic
Content its a great way to let know
visitors what we offer and what they
should do to. We recommend to
put it in a better place. Also will
help SEO once it is redesigned
In terms of UX it’s recommended to
navigate page content in a fluent
way like scrolling in order to have a
better and more concise
experience.
Images should show
results not processes
We need to put a Reason to
believe (AKA What’s my value?)
before asking for the visitors
personal information.
Call to actions
should be more
clear about
expectations

8. Empty Nest Tom
He is retired and now he has
more time to look for a healthy
lifestyle, although he wants to
combine fitness and improve
what he eats, he knows that he
needs special guidance to
achieve the best possible results
in order to to enjoy his new life.
Working Amy
She is a mother of two kids and
due to her busy professional and
family agenda she hasn’t a
healthy eating style. She also
doesn’t like to exercise and she
definitely thinks that loosing
weight is the most challenging
goal that she ever had.
Open minded Jonah
He has tried different options from
gym memberships to fad diets and
he hasn’t got much results. He is
concerned on how others perceive
him to be. And he likes to stand out in
a crowd. Lately he has been
researching on Internet for new
methods for weight loosing.
Although we recommend a market research to dig deeper, based
on secondary sources of information as “Think with Google” and
“Euromonitor” we have an initial Hypothesis for the next 3 buyer
personas that will help us to segment our marketing efforts.
5. Buyer Personas

9. 6. Paid Media
Google Adwords
Adgroup example: Weight
Adwords Keyword Planner: "extreme weight
loss”, "how to lose weight fast”, "medical
weight loss”, "quickest way to lose weight”,
"ways to lose weight”, "weight loss clinic”,
"weight loss medication”, "weight loss surgery”
Locations:
• California
• Texas
• New York
• Illinois
• Florida
• Georgia
Facebook Ads
Adgroup example: Weight
Interest example: Obesity, weight loss, Doctors
Best Weight Loss, Extreme Weight Los,
ObesityHelp.com
Lations:
• California
• Texas
• New York
• Illinois
• Florida
• Georgia
Google Trends Top Locations for the term “Weight loss”

10. 7. SEO
SEO, or search engine optimization, is all about creating content, optimizing it, and promoting it. By
having a well-optimized site, you'll start to see results like improved visitor quality, higher conversion
rates, and in the end: more closed customers.*
On-page SEO Off-page SEO
• Keyword Research using tools like keyword
Planner, youtube, Hubspot, Keyword spy and
Moz, etc.
• Creation of Keyword Phrases and related terms
based on our products and services
• Page optimization based on SEO best best
practices like putting keywords in URL, Title (H1
and H2), using similar keyword phrases related to
the primary keyword
• Inserting Meta title with the same keyword, writing
a relevant description that helps searchers to
know more about the content of a particular page
and meta keywords on page code
• Link pages from the website to the blog and
viceversa
• Guest Blogging is an effective way
to generate quality inbound links.
• Paid Bloggers who write about
weight loss in their trendy
channels
• Submitting on websites directories
and Social media links.
* On-Page SEO 101. Obtained in https://blog.hubspot.com/marketing/seo-site-keyword-optimize-ht#sm.00001sq5hb9miwdbnxbjk4o84spvx

11. Social Media
8. Blog & Social Media
It’s like a Cocktail Party
Blog and Social Media it’s about engaging with our target
audience being helpful and to create lots of links!
The idea is to think like a Publisher, using a Content
Calendar as part of our content strategy.
New Social Media Channels. We strongly recommend to
create a Google + account in other to have better visibility
in Search Engine.
An image is worth a Thousand words and Instagram is a
great way to tell visual stories.
YouTube in order to take advantage of Video Marketing
and Webinars.
And last, we want to integrate your Social Media into your
offline Conferences or events. All over the world audiences
connect with one another while speakers are up at the
podium.

12. 9. Email Marketing
Day 1
Every month
Newsletter
Hot Leads
Promotions
Every month
Day 7 Day 14

13. 10. Marketing Automation
Day 7Day 1 Day 14
Hot Leads
Sequence 2
Day 28Day 42
Yes
No

14. 11. Offline Media
Selected cities Bus Stops PR and Paid Ads in print Media like Newspapers Airports Check points
We know that most of the products that we experience Offline we’ll search
for them using our mobile phone, tablet or PC.
The idea (depending on the Ad) is to connect offline media to your landing
page, website and/or Social Media channels through QR codes, targeted
PPC Campaigns, #Hashtags or SEO (we should be findable).

15. 12. Gantt Chart

16. 13. Budget
* Budget and CPL costs were estimated in order to complete this exercise.

17. Resources
• Weight Management and Wellbeing in the US. http://www.euromonitor.com/weight-management-and-wellbeing-in-the-us/report
• How Marketers Can Weigh In on Weight Loss. https://www.thinkwithgoogle.com/articles/how-marketers-can-weigh-in-on-weight-loss.html
• Google trends. https://trends.google.com/trends/explore?date=today%2012-m&geo=US&q=weight%20loss,fitness,weight%20loss%20doctor
• Digital paves to weight loss. https://www.thinkwithgoogle.com/infographics/digital-paves-the-road-to-weight-loss.html
• Top 10 Consumer Trends for 2012: Weight as a Hot Topic. http://blog.euromonitor.com/2012/05/top-10-consumer-trends-for-2012-weight-as-a-
hot-topic.html
• End of Obesity on the Horizon with Stevia and Monk Fruit. http://blog.euromonitor.com/2012/05/end-of-obesity-on-the-horizon-with-stevia-
and-monk-fruit-.html
• New Year, New Diet: How to Connect with the Weight Conscious Consumer. http://blog.euromonitor.com/2015/01/new-year-new-diet-how-to-
connect-with-the-weight-conscious-consumer.html
• The Future of the Weight Management Industry. http://blog.euromonitor.com/2014/01/the-future-of-weight-management.html
• On-Page SEO 101. https://blog.hubspot.com/marketing/seo-site-keyword-optimize-ht#sm.00001sq5hb9miwdbnxbjk4o84spvx