Enrich Media's Tennis Passport NYC aims to enhance the visibility of tennis clubs through strategic digital marketing that focuses on consumer behavior and search patterns related to tennis. By leveraging collective marketing and targeted search terms, they seek to drive quality traffic to affiliated clubs while minimizing wasted ad spending. The strategy unifies digital and traditional marketing efforts to ensure measurable results and improved audience engagement.

1. Enrich Media
Presents
Tennis Passport NYC
A Creative Platform
For Putting Your Tennis Club Center Stage

2. Enrich Marketing introduced

3. Enrich Media
is a company
built on a simple
idea

4. We live in a digital world....

5. We live in a digital world....

6. Our approach to digital marketing

7. The purpose:
To bring powerful focus and repeatable scale
in digital marketing

8. Multiple-media tactics that lead toward
one outcome: marketing that drives
loyalty and purchase
Paid Media
Engagement
with your brand
Earned Media Ongoing
sustained
Owned Media
relationship

9. What we found

10. We explored 3 areas:
What we found

11. We explored 3 areas:
1. Your Business Objective
2. Consumer mindset
3. Consumer online behavior
• what are they searching for
• what are they experiencing
• how does the competition stack-up
What we found

13. Fanatic Tennis Junky, knows more than the
basic detail, seeking something
special
Grooved Tennis Patrons that have a fair
understanding and familiarity
Consumer Seeking clear and direct answers
Very inexperienced and
impressionable
Reaction and experience in mind

14. Enrich Primary Research
Online Behavior:
Search

15. The opportunity
is HUGE

16. Enrich
What is your audience searching for?
Tennis lessons
Tennis Leagues
Tennis adults
Indoor Tennis
kids tennis The top 20 Tennis Club-relevant search terms drive
Tennis lesson Queens
Tennis lessons nyc
Tennis passport will appear in search results
for the top 10 search terms After school
Tennis Camp
Tennis clinics Tennis clubs
Clay courts

17. Enrich
What is your audience searching for?
The top 20 Tennis Club-relevant search terms drive
1,000,000

18. Where are they going?
Bumble Bee Tennis is commanding many
of these terms, results for top words take
you to several sites: Actual web pages,
Google Places. Collective Marketing is
driving Tennis passport up to top search
positions

19. Where are they going?
Bumble Bee Tennis is commanding many
of these terms, results for top words take
you to several sites: Actual web pages,
Google Places. Collective Marketing is
driving Tennis passport up to top search
positions

20. Enrich
Easy Club navigation with
flash created slide. Linking each
club profile to its official homepage
Personalized club
descriptions and programs
-Pro shop
-Gyms
- Surface

21. Through our Passport we drive quality traffic to your

22. Through our Passport we drive quality traffic to your
Beautiful
Product Driven
Information

23. velocidi / Strategic Creative Platform in Digital / Dolby
Search: an unprecedented opportunity

24. Tennis Passport collective marketing will improve
overall search visibility and positioning for targeted
search terms and display ads
Reduce wasteful spending by clubs
competing for the best search positions
with little targeting of the audience.
Google and Bing increases revenue as
tennis clubs compete for top ad space

26. Through our keyword research we determined the average cost-per-click
for Search ads and display ads is $2.30 and the cost of actual conversions were a lot higher. If a
web surfer clicks on an ad there is no guarantee that the tennis club will be relevant to their
geographic location. Our network of affiliated tennis clubs reduces the cost of conversions as these
potential customers choose the clubs that actually best suit them, we call this market ranging.

27. Enrich

28. Enrich
Our Digital Marketing Strategy
Digital Display Marketing
Social Media
Search Engine Marketing

29. Enrich
Our Digital Marketing Strategy
Digital Display Marketing
Social Media
Search Engine Marketing

30. Enrich
Our Digital Marketing Strategy
Digital Display Marketing
Social Media
Search Engine Marketing
Digital Marketing + Traditional Marketing = Unified Marketing
The metrics for traditional marketing have to do with the size of the audience to whom the ad was shown. It is
usually impossible to draw a“straight line” between investment and return on investment. Digital Marketing
metrics-display, search, social etc all have to do with actions that users take-like clicking an ad or typing in a
search. Our goal is to offer digital solutions to compliment your existing marketing

31. Measurement

32. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Our strategic platform and working through collective
marketing will have measurable results, unlike traditional
marketing

33. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Our strategic platform and working through collective
marketing will have measurable results, unlike traditional
marketing

34. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Our strategic platform and working through collective
marketing will have measurable results, unlike traditional
marketing
Our unified platform and tactics solve for your challenges by:

35. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Our strategic platform and working through collective
marketing will have measurable results, unlike traditional
marketing
Our unified platform and tactics solve for your challenges by:
•Finding and engaging the audience
•Locating and driving online traffic to
your website

36. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Our strategic platform and working through collective
marketing will have measurable results, unlike traditional
marketing
Our unified platform and tactics solve for your challenges by:
•Finding and engaging the audience •Stay ahead the competition
•Locating and driving online traffic to •Harness the search opportunity
your website

37. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success

38. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Find & engage the Locate & drive Stay ahead of the
Origin audience Traffic competition
Harness search
Social Community
Tennis Audience
Website User
Intelligence
Join Tennis Clubs

39. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Find & engage the Locate & drive Stay ahead of the
Origin audience Traffic competition
Harness search
Social Community
Tennis Audience
Website User
Intelligence
Join Tennis Clubs

40. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Find & engage the Locate & drive Stay ahead of the
Origin audience Traffic competition
Harness search
Social Community
Tennis Audience
Website User
Intelligence
Join Tennis Clubs

41. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Find & engage the Locate & drive Stay ahead of the
Origin audience Traffic competition
Harness search
Social Community
Tennis Audience
Website User
Intelligence
Join Tennis Clubs

42. velocidi / Strategic Creative Platform in Digital / Dolby
Measuring success
Find & engage the Locate & drive Stay ahead of the
Origin audience Traffic competition
Harness search
Social Community
Tennis Audience
Website User
Intelligence
Join Tennis Clubs