Zelio Freire

MARKETING STRATEGY PLAN INTRODUCTION Target • Women and Men. 18-60 Years Old • Healthy consumers looking for an alternative to the traditional gym Competition • Barry’s Bootcamp • The Lab • Platform Studios Period • 12 Months: April 2024 - March 2025 2 PLANNING Campaign Objectives • Increase brand recognition by implementing effective digital and social strategies to increase awareness. • We will plan a strategy with a full funnel marketing campaign where we will focus on branding (brand awareness, brand value) product-to-market introduction and then conversion. • We will develop a marketing message with a full funnel on the company’s strengths, such as the innovation of a “club-like” gym in Dubai. • Create a brand reputation that is in the UK, also in Dubai. Show it’s a British company. This will build corporate trust and cultivate brand value and grow our brand loyalty. • Drive conversions by utilizing digital campaigns and offers. • Increase social media presence & engagement. Partner up with Influencers in the area and global. (Gymshark Example) • Increase website views, and time spent on page. 3 PLANNING SWOT ANALYSIS STRENGTHS -British brand -Innovative product - Loyal consumers WEAKNESSES - New product on the market (no past local market history or brand) - Very niche market - Physical location OPPORTUNITIES THREATS - Health-conscious mindset increase - High competition - Brand new to UAE market - 2-in-1 exercise and have fun - Digital Fitness Programs - Not understanding concept (Club/Gym) 4 PRICES 1 REBEL DUBAI GYMS PRICE COMPARISSON Gym Intro Class 1 Class 5 Classes 10 Classes Membership 1Rebel 150 (3 sessions) 150 700 1300 1150 Barry's 85 (1 session) 125 605 1155 1540 The Lab 195 (3 sessions) 125 600 1100 1800 Platform Studios 105 (2 sessions) 150 700 1300 1399 5 MARKET RESEARCH 6 WEBSITE ANALYSIS 7 STRATEGY Full Funnel Marketing 8 STRATEGY PURCHASE • Paid Social Media Content – Videos (Instagram, TikTok, Youtube) • Google and Bing ads - Search, Display, Shopping and Video (Youtube) • Influencer Marketing Campaigns - Workout Videos, Exclusive Subscription, Specific Product Mentions , S/O • Email Marketing Campaign • Landing Page • Sponsor Events RETENTION • Organic Social Media Content – Product (Instagram, TikTok, Facebook, Youtube) • Email Marketing Campaign • Upsell Product & Brand (Protein and meals) 9 STRATEGY WEBSITE • 1. Website - Improve website and populate with content about fitness and nutrition. Create a mobile-responsive website. Create links to download app in throughout pages of the website. Create Blog pages and info pages, not just products and classes. • 2. SEO - Post once a week a new blog post to increase SEO and website content quality. More time on the website means higher SERP quality rankings. • 3. SEM - Create a google ads, youtube and ads campaign with potential clients searching for keywords like: dubai gym, gym near me, home workout, etc. For google, the ads will direct customers to the website and/or app. • Benefits of Google ads - 3 Billion searches per day. Over 75% of search engines market share Average CPC (Cost-Per-Click) $2.32 Totally measurable and quantifiable Target your ads to a specific audience Control costs 10 STRATEGY 11 MEDIA PLAN Stage 1: Awareness - Months 1-2 Tone of voice: Branding, showing excellence, superiority, fit, fun, and health. 4 different branding posts per week. Post in: Instagram, Facebook, Tiktok, Youtube Shorts • 1 Youtube Longer youtube videos where we focus on an actual full training session . Each Video for each pillar. (Work with micro Influencer) • Social media short videos and ads focusing on the benefits of exercising in a club - like experience • Blog creation and nutrition posts. The new normal for a gym => Sweat and Smile 12 INVESTMENT Source Apr May Jun Jul Aug Sep Oct Google Ads $ 10,000 $ 8,000 $ 10,000 $ 10,000 $ 10,000 $ 8,000 $ 8,000 IG Ads $ 5,000 $ 5,000 $ 5,000 $ 5,000 $ 5,000 $ 5,000 $ TikTok Ads $ 5,000 $ 5,000 $ 5,000 $ 8,000 $ 5,000 $ 5,000 $ 5,000 $ 3,000 $ 5,000 $ 3,000 $ 5,000 $ Email Marketing Campaigns $ 3,000 $ 3,000 $ 3,000 Blog and Content Creation $ 3,000 $ 3,000 $ 3,000 Youtube Ads Nov $ $ 10,000 $ 10,000 $ 119,000 5,000 $ 5,000 $ 5,000 $ 10,000 $ 15,000 $ 5,000 $ 75,000 $ 5,000 $ 5,000 $ 5,000 $ 10,000 $ 8,000 $ 5,000 $ 71,000 3,000 $ 3,000 $ 5,000 $ 5,000 $ 8,000 $ 5,000 $ 5,000 $ 55,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 30,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 3,000 $ 30,000 $ 15,000 $ 130,000 31,000 10,000 $ 25,000 $ 15,000 Blog Sponsor ads $ 5,000 $ 5,000 $ 3,000 $ 3,000 $ 5,000 $ Video Commercial Production PR Agency Totals $ $ 3,000 $ 3,000 $ 10,000 $ $ 65,000.00 $ 21,000.00 $ 46,000.00 5,000 $ 40,000.00 $ 59,000.00 Total 15,000 $ 3,000 Mar $ 25,000 $ Feb 10,000 $ 10,000 Jan $ Influencer Marketing Sponsored Events Dec $ 30,000.00 $ 50,000.00 $ 34,000.00 20,000 $ 20,000 $ 5,000 $ 5,000 $ 5,000 $ 3,000 $ 5,000 $ 3,000 $ 3,000 $ 28,000 $ 10,000 $ 20,000 $ 5,000 $ 10,000 $ 69,000.00 $ 79,000.00 $ 52,000.00 $ 54,000.00 $ 599,000.00 13