This document outlines a digital marketing plan for a fitness brand. It includes sections on brand identity, target audience, consumer personas, marketing strategy, content strategy, social media plans, and tracking metrics. The plan proposes building online communities through social networks like YouTube, Facebook, and Twitter to create brand awareness, loyalty, and advocacy. It also recommends using email, a blog, apps, and a website to educate customers and drive sales. Key goals are to engage consumers at each stage of their journey and build the brand as a trusted source in fitness.

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

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

25. 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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26. 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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28. YOUTUBE CHANNEL
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29. 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

32. BLOG
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33. 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

34. 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 ££££

35. THANK YOU
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