2. Executive Summary...................................................................................................................4
Organisation Background..........................................................................................................5
Situational Analysis
-Overview.......................................................................................................................6
-Current Marketing & Advertising Strategies................................................................6
-SWOT Analysis............................................................................................................7
-Competition..................................................................................................................7
Target Audiences
-Overview.....................................................................................................................12
- Mothers Between the ages of 30 and 60....................................................................12
-‘The Early Riser’s’......................................................................................................12
-Male Clients................................................................................................................12
- Online Clients............................................................................................................13
-Yoga Enthusiasts........................................................................................................13
Digital Marketing Objectives
-Overview ...............................................................................................................14
- Goal 1: To Create 4 New Sustainable Classes on the Bootski Timetable ................14
- Goal 2: To Develop Online Personal Training in Bootski Within 6 Months ...........14
- Goal 3: To Rank Number 1 in Organic Search for the Terms “Kettlebell Classes
Wicklow”, “Fitness Classes Wicklow” and “Yoga Bray”...........................................15
- Goal 4: To have a 10% e-mail sign-up from the Webpage.......................................15
- Goal 5: To Build Brand Awareness Through Expert Content Blogging and Social
Media Interaction ........................................................................................................15
Channels
-Overview....................................................................................................................16
- Website......................................................................................................................16
-SEO............................................................................................................................16
-Branding.....................................................................................................................17
- Content......................................................................................................................17
- Social Media..............................................................................................................19
-E-Mail Campaign........................................................................................................23
2
4. Executive Summary
This Report presents Bootski Camp with a digital marketing strategy plan to be implemented
over a six month period from March 2016 to August 2016.
The Situational Analysis section outline Bootski Camps current marketing activities, both
digital and traditional and compares its online presence with local, national and other online
competitors. A SWOT analysis is also done to see where Bootski’s Strengths, Weaknesses,
Opportunities and Threats lie. Some analysis is also done on key terms that Bootski hopes to
be found for and shows that it is lagging behind it competitors in certain areas.
The Target audience section details the type of person Bootski will target with its digital
marketing campaign. It is relatively broad because Bootski’s does cater for all types of
clientele but there are typical profiles of the target clientele in the Appendix section.
The Objectives section discusses the 5 main goals that Bootski will achieve over the 6 month
digital strategy. These objectives are non-exhaustive and as discussed Bootski’s objectives
will be achieved by the creation of and sharing of quality content. This can be seen in the map
in the Action Plan section later.
The channels section discusses what type of channels will be used to build the Bootski brand
and to engage the target persona’s discussed in the target audience section. It is important for
Bootski that all the channels can link together and a common theme is transmitted across
each channel.
An Action plan is discussed for Bootski. There is room in the Action Plan for it to be adjusted
weekly after progress meeting between Anna and the digital intern. A content calendar and a
GANTT progress chart can be seen in the Appendix.
Finally the Budget and Measurement are discussed. The minimal monetary budget that
Bootski has is laid out and also the budgeted predicted hours put into the project are shown.
As mentioned, the digital intern will report weekly and some of the processes that are
measured are discussed in the final section of the report.
4
5. Organisational Background
Bootski Camp was formed in 2009 by Anna Chouiskaia. Bootski Camp began by providing
kettlebell fitness classes and personal training to people in the Bray area from a rented
community hall. As the business grew, Bootski Camp moved to its own studio at Unit 6
Woodlands Office Park, Southern Cross, Bray. Throughout the years, Bootski’s owner, and
currently only instructor, Anna, upskilled in Pilates, TRX Suspension training, Boxercise and
Anti-gravity Yoga. She is also a franchisee for Kick Start Fat Loss in Wicklow.
Currently Bootski offers 16 classes per week in various disciplines with Anna instructing all
of the classes.
She has a loyal customer base with the core of her clients being mothers between the ages of
30 and 60 years old looking to improve their fitness. She would also get some younger
females into her classes and some male clients too from Bray and the Greater Wicklow area.
5
6. Situational Analysis
Overview
As Bootski Camp is Anna’s sole income she treats it as much as a job as a business. Anna’s
initial goal was to make a living out of what she loved doing – kettlebell training. For this
reason she is cautious about expansion of the business and her marketing spend to do so. She
is open to growth and creating some new classes but she needs to make this viable to
maintain her lifestyle. Anna sees this as a long term project so as she can ‘eventually’ step
back the more physical nature of her work and have a more of an overseer role in the future.
Current Advertising and Marketing Strategies
Initially Anna Marketed Bootski Camp through many traditional methods such as fliers, print
ads, local signage and stalls at local fairs. This built her client base slowly but after an initial
period of growth she felt that word of mouth was the best marketing tool for her business.
Over the past few years Anna has stopped all offline advertising with the exception of a sign
on the roadside and word of mouth. All her advertising has been digital. Anna has a website
for Bootski Camp (www.bootskicamp.com), which at present is mainly a static informational
website. She does practically all of her advertising through her Bootski Camp facebook page
(https://www.facebook.com/bootskicamp/ ). This makes sense as recently Facebook has been
regarded as the new word of mouth marketing for small businesses. Here she interacts with
her clients and updates them on class times and changes, etc. At present she allows
approximately €100-€150 per month for facebook ads and to boost posts. This is the total of
her monthly advertising spend & the advertising is intermittent with no strategy attached to it.
6
7. SWOT Analysis
BOOTSKI SWOT ANALYSIS
Strengths
Relatively large and engaging
Facebook following.
A good loyal clientele that will share
Bootski’s material.
A good size premises that is their own
in which to create new classes and
new content.
Weaknesses
Website is static and does not be
found on searches for important
keywords.
No Digital Strategy currently in place.
Opportunities
Not many sites locally have a site that
is tailored for SEO.
Lots of opportunities to expand in
different areas.
A broad range of different classes on
offer that other fitness providers may
not be able to offer.
Threats
Lots of competition locally and
online.
A small budget to work from.
Bootski may not be seen as niche
experts as they offer too broad a range
of service with only one instructor.
Competition
Bootski Camp is a niche market within a busy industry. According to Anna she is in a field of
her own within her locality as ‘no-one around offers such a variety of classes as she does’.
The only place that would compare and have similarities to her is a premise in Drogheda
called LABFITNESS.
This being said the consumer may not see things this way. Within the Bray area there are 5
gyms, 2 Crossfit boxes, 1 Pole Fitness Studio, 2 Pilates Studios, 2 Yoga Studios, 1 TRX
Studio, 1 Kettlebell Studio, 2 bootcamp based fitness centres and 4 other personal trainers.
In the locality Anna has plenty of competition for clients although as she has stated she has a
unique combination of classes and services to offer. As she can offer a combination of
different modalities she can keep the price of these varied training methods down and/or offer
variety. None of the other fitness related businesses in the locality can offer this at present.
According to Anna, the only way she has competition for clients is with the local gym as they
can offer cheap memberships but in saying that ‘they cannot offer the variety of fitness
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8. classes that I do’. Anna sees Bootski as a once stop fitness shop which could both help her
and hinder her.
The Online Personal Training World has everything from the local guy around the corner
advertising his services over Skype to the celebrity trainers selling fitness programs. There is
competition of varying degrees everywhere.
As Anna’s site has not been SEO’d adequately she is not showing up on the 1st
page of her
targeted search terms with her site. But the good news is that the SEO performance of some
of her main competitors isn’t fantastic either. And also her facebook page is ranking number 1
in organic search for the search term kettlebell classes Bray.
Bootski shows up in map listings for Fitness Classes in Bray and Wicklow but not on first
Page in Search terms.
8
9. Bootski’s Facebook Page is the 1st
Organic search result for Kettlebell Classes Bray but
Bootski’s website is a lot further down the list. Neither the Facebook Page nor the website are
on page 1 for the search term Kettlebell Classes Wicklow.
9
10. Bootski is not on the 1st
page of Google for the search term “Yoga Classes Bray”.
Bootski’s Facebook Page performance is quite good when compared to some of its
competitors in both the local, national and online markets. This can be seen in the following
comparison graphs on user engagement compiled on fanpage karma for a 30 day period
between January and February. Bootski is the dark pink line and as can be seen Bootski
engages its fans very well and consistently with it content. This is a trend that needs to
continue as the Facebook Edgerank algorithm places particular emphasis on consistent
interaction with fans.
10
12. Target Audience
Overview
Anna’s insistence that she is health and fitness for all means that her target market is very
varied. We will incorporate this vision of Bootski into the new tagline and branding for
Bootski. But while Bootski caters for all, there are a few target markets that already provide a
lot of business for Bootski and a few others that Bootski would like to tap further into. Some
of these are described below.
Mother’s between the ages of 30 and 60
Anna’s core market is mothers or women in the Bray area between the ages of 30 and 60. She
has developed a solid client base from this demographic of society and she has developed a
‘Bootski Community’ around this group. Quite a lot of these people have become good
friends, even competing adventure races together under the Bootski banner. Anna regards
these people as her ‘Bread and Butter’ and will continue to market and engage with this
cohort and target more people from this demographic. See Profile A in the Appendix.
‘The Early Riser’s’
As Bray has grown into a large commuter town for Dublin City Anna has been considering
starting early morning classes to add to the Bootski timetable. As Anna already has a very full
instructing timetable she would hope to eventually hand these early morning classes over to
an instructor that she could trust and integrate into the Bootski family. For these classes to be
financially viable and profitable with the hiring of another instructor, Bootski would need to
grow these classes to contain at least 7 people per class. See Profile B in the Appendix
Male Classes
Anna also sees an opportunity to expand her reach among the Male population in the
Wicklow Area. She feels Bootski is very unique in what it can offer and she see the benefits
that Pilates, TRX and Yoga can offer to field athletes, runners, Crossfit athletes, deskbound
businessmen and the male population in general. The hiring of a male instructor may be
required. See Profile C in Appendix.
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13. Online clients
Anna wants to expand Bootski to incorporate some online personal training and nutritional
support via Skype. This is a growing market in the busy modern world. See Profile D in
Appendix.
Yoga Enthusiasts
As Anna is one of very few Anti Gravity Yoga instructors in Ireland she is looking to target
the Yoga community and develop these classes within Bootski. See Profile E in Appendix.
13
14. Digital Marketing Objectives
Overview:
Bootski wants to position itself as a leader in the fitness industry both locally and online. This
can be achieved by providing a great service locally and quality education content online. The
digital marketing plan set out here will help Bootski to begin this process. In this plan, the 1st
phase of a longer term goal, we will set out a number of SMART goals to keep Bootski on
track with its vision. Bootski hopes to achieve the following 5 goals within 6 months.
Goal 1: To create 4 new sustainable classes on the Bootski timetable.
Steps Required:
Overhaul the website and rebrand Bootski to make it more appealing to
potential target customers.
Follow Content driven SEO strategies to attract potential customers.
Develop and increase social following and engagement.
Follow targeted paid and unpaid digital advertising campaigns as detailed in
the Action Plan.
Build classes by having a discount for customers that have paid for a course of
classes in advance.
Goal 2: To develop online personal training in Bootski within 6 months
Steps Required:
Integrate E-commerce when overhauling the site.
Engage with and educate potential customers on social media.
Be conscious of this market when creating and sharing new content.
Offer Free training for the 1st
2 clients in order to get positive testimonials and
transformations for marketing purposes.
Create special offers for this market.
Get satisfied customers from this market to write reviews and testimonials and
share these socially.
Goal 3: To rank number 1 in organic search for the terms “Kettlebell Classes Wicklow”,
“Fitness Classes Wicklow” and “Yoga Bray”.
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15. Steps Required:
Be mindful of these terms when creating page titles, meta descriptions,
headers, keywords and links on the website.
Consistently create quality content with these terms in mind.
Being mindful of optimal keyword density on the site.
Sharing and interacting socially in groups and with other enthusiasts and
experts who talk about these terms.
Tweaking SEO as necessary to ensure good results.
Goal 4: To have a 10% e-mail sign-up from the webpage
Steps Required:
Attractive website laid out and landing page.
Website designed and adjusted with User Experience in mind.
Monitoring google analytics onsite statistics and bounce rates on the site.
Free gift for every customer that signs up.
Drive traffic to the site through SEO strategy and social sharing and
interaction.
Goal 5: To build Brand awareness through expert content blogging and social media
interaction.
Steps Required:
Create quality, shareable educational content.
Partner with other industry experts locally, nationally and internationally and
guest blog on each other’s sites.
Interact with groups on Social networking sites.
Channels
Overview
15
16. Choosing the right digital channels is important for the success of any organisations digital
marketing strategy. For Bootski, being a 1 person enterprise at present the importance of
smart, savvy, targeted marketing is of upmost importance. Anna has discovered that social
media, particularly Facebook has provided her with the best marketing result to date. It is
envisaged that Bootski should continue with that approach but in a more targeted, goal driven
way.
Supplementing the use of social, Bootski will redesign their website with a view to making it
more interactive, rebranding the Bootski Camp name, develop more quality educational
content to attract more social engagement and integrate email, digital advertising, social
advertising and mobile advertising campaigns where appropriate.
Website
At the moment Bootski does have a website which is relatively aesthetically pleasing and
provides some basic information about Bootski Camp. Although liking the layout of the
website, as the website was built cheaply by an outside agency Anna cannot add or make
changes to the website which limits her ability to use it as a marketing tool.
As part of this digital marketing plan the company website will be redesigned by the digital
intern. The new design will be built in Wordpress and optimised for Ecommerce using the
OptimizePress plugin. This will make it easy and user friendly to update and run the website
and Ecommerce aspect of the site. The site will also link to Bootski’s Social Media presence
via social media plugins. The digital intern will work closely with Anna on this and show her
how to make changes and update the Bootski site. This will make the running of the site as
easy as possible for the owner.
SEO
As part of the digital marketing plan YOAST SEO Plugin for Wordpress and Google
analytics by YOAST plugins will be installed. These plugins along with the SEOBook
Keyword Density Tool and the Google Keyword Planner tool will allow the site to be SEO’d
optimally by the digital intern while teaching Anna the processes along the way.
As Bootski does not have a large budget, emphasis on quality content will be used to help
build the organic reach of the company. Targeted paid advertising will be used sparingly but
strategically throughout the 6 months. Paid advertising campaigns with be mainly used to
16
17. attract local clients & used at strategic times (eg: back to school specials). See the content
calendar and GANTT calendar in the Appendix.
A Google Plus page for Bootski will be created and linked to the website in order to enhance
the SEO capabilities of the website.
Branding
Bootski Camp will be rebranded to Bootski Health and Fitness. In the beginning Bootski
Camp was an appropriate name as they provided many fitness bootcamp styled classes but
now, as Bootski has evolved it has become a lot more than just bootcamp classes and has a
high emphasis on Health and Fitness. This will also help with SEO.
A new tagline of “Be your own Inspiration” will be part of Bootski’s theme and this will be
visible on all channels.
Content
Content will be a vital part of Bootski’s marketing strategy. Bootski has been quite good up to
this point with content population on facebook but now we will make a more structured
approach to content marketing. According to Hannah Smith ‘The content you should create
should be driven by what you want to achieve.’(Smith, 2014) Hannah goes on to state that
there are four key types of content that most websites and social media profiles need to use in
order to succeed.’ These are – content to entertain, content to educate, content to inspire and
content to convert. A visual display of how content applies across all platforms can be seen
below.
17
18. At Bootski our goal is to create more classes and clients both online and offline so we will
take an approach similar to what Hannah has indicated. Our blog posts will be mainly of an
educational nature on health and fitness. Bootski will partner with LABFITNESS in
Drogheda and guest blog on each other’s site. Other guest bloggers will also be sourced from
time to time. The blog content created will be supplemented with creative imagery and video
and be of a shareable nature.
Also as a gift for signing up to the webpage a free e-book on bodyweight fitness training
created by Anna will be distributed. Once on the e-mail list a free 5 video training series will
be e-mailed to the list members. See the content schedule in the Appendix.
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19. Social Media
As part of the digital marketing plan Bootski wants to become a social and sharable animal.
Bootski will be regarded as an expert in their field and an authoritative figure where people
come to get quality information. Bootski will provide quality content with an emphasis on
video and images as these are at the forefront of growth in the content marketing sphere.
According to a Cisco report, by 2017 video will account for 69% of all consumer internet
traffic. (Trimble, 2015) Use of quality Imagery and Video will be a mainstay of Bootski’s
Social Media marketing strategy.
With Social Media Bootski will concentrate the majority of its activities on Facebook. But
now Bootski will emphasise on building its brand through video and imagery on Instagram
and linking this to its Facebook account.
Bootski will also market itself on Twitter as it is still quite popular (this can be seen in the
IpsosMRBI January 2016 Report – graph below), particularly in Dublin, even though it has
been overtaken in worldwide popularity recently by Instagram. Twitter also still has quite a
large young adult user base which is a market that Bootski is looking to penetrate more. A
Vine account will also be created for Bootski for the sole reason that vine videos play in the
Twitter feed thus giving these video’s more traction.
A YouTube account will also be used and its use will be mainly for longer more instructional
videos. The YouTube Account will be integrated with the webpage and other social media
accounts.
A Pinterest account will also be created and content will be published in accordance with the
Bootski theme. Pinterest only has a 15% adult usage in Ireland at present but it is growing
rapidly in the USA. Pinterest users are also regarded as highly valuable and are more likely to
purchase than users of other Social Media.
Snapchat, Tumblr and LinkedIN were also considered but after analysis it was decided that
Bootski should concentrate on these 6 first. These social media’s can link together very well
and have crossover content thus cutting down the workload. Snapchat as a messaging tool
will need to be monitored closely in the coming months but at present it was felt that the
snapchat user profile did not match the Bootski target market.
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20. Facebook
As previously mentioned Facebook is Bootski’s main voice. Bootski will put more of an
emphasis on quality video now as now in EdgeRank, Facebook’s Newsfeed algorithm, a 3
second video view can be regarded as a view. The more views the more popularity. Bootski
will mix in native video, instagram video, other industry experts shared images and video as
20
21. well as creating their own educational and entertainment memes and info graphs from their
own original imagery and with the help of copyright free imagery on sites such as
unsplash.com. Free Meme creation and infographic creation software will be used from time
to time to create engaging content.
Bootski will follow other industry experts and fitness enthusiasts and join related fitness
groups on Facebook and other social networks.
Instagram
Instagram has overtaken Twitter in terms over the amount of users that it has. It is owned by
Facebook and is great for building brand awareness. Bootski will stick to its theme on
Instagram and share it on its website and Facebook.
Twitter
Bootski will treat Twitter similarly to Facebook. They will share quality content and enter the
trending conversations in the fitness industry providing value with their answers and shares.
Bootski will tweet more often than post on Facebook as the length of time a tweet stays in the
newsfeed is quite a lot less than on Facebook.
Vine
A Vine account has been created as a Vine video will open within the twitter feed as twitter
own Vine. This will give the video’s more traction as other video links will have to be clicked
on to open and play which may mean that they are just skipped over.
YouTube
Bootski will grow its YouTube channel in order to get more exposure. It’s YouTube channel
will mainly be used for longer instructional videos that cannot be uploaded on Instagram or
Vine. The YouTube channel will be used to create a video series which can be accessed when
the user sign-ups up to Bootski on the website via the e-mail capture form.
Pinterest
Pinterest is the calculated gamble in the Bootski social media presence. Pinterest is gaining a
lot of traction in the US and Google loves Pinterest images and content but at present only
15% of Irish adults have an account. This is growing quickly and judging by research a
21
22. Pinterest user, although not as valuable as a Google searcher, is more prone to buy or
recommend than a Facebook or Twitter User. Developing a solid Pinterest presence ahead of
the rest of the fitness professionals in Ireland might prove fruitful for Bootski in the future.
Email Campaign
Bootski will create an e-mail campaign through MailChimp. The e-mail campaign will begin
with a video series of 5 Tabata workouts spaced out every 3 days. The e-mail addresses will
be captured on an opt in page on Bootski’s website and a similar call to action button on it’s
Facebook page.
Digital Display Advertising
As Bootski has a limited budget, it will use digital display advertising around popular
holidays such as St. Patrick’s Day and major events such as Euro 2016. It is envisaged that
more potential clients/customers will see these ads around these times. Bootski will use
digital display advertising to target local clients/customers and will mainly use digital display
advertising with a special offer.
Mobile Messaging
To keep the costs down Bootski will not use an SMS messaging campaign but will run
messaging campaigns through WhatsApp. Bootski will capture the mobile numbers of
customers through the sign up page on the website and a similar call to action button on its
Facebook page. Bootski will provide special offers periodically to customers who can show
the original Bootski WhatsApp message at Bootski reception.
22
23. Action Plan
Overview
For Bootski, the owner (Anna) and the digital marketing intern will be in charge of the roll
out of the Digital Marketing Plan. Anna will work closely with the digital intern and learn
how to update and maintain the webpage, social media accounts and email marketing
software. It is hoped that by the end of this digital marketing campaign that enough new
business will have been generated within Bootski that the digital marketing intern will be
kept on either on a full time basis or on a consultancy basis. Either way it is important that
Anna learns all the digital processes that are being implemented.
Consistent Message Throughout All Platforms
For Bootski, it is considered extremely important that a consistent message is portrayed
across all platforms. The growth envisaged will be driven by quality content across all
platforms and channels. Thus it is important that Anna and the Digital Intern are on the same
page and have an input into all aspects of the digital growth of Bootski as described in the
channels above. The following Map is a graphical representation of how Bootski, Anna, the
Digital Intern and all the channels and processes are linked together for the common growth
goal.
23
24. The GANTT action plan timeline is a guideline that Bootski will follow over the next 6
months. These are just guidelines and can be modified at any point. Anna and the digital
marketing intern will meet once weekly to review the progress of the digital marketing
strategy and adjust where necessary. In the 1st
8 weeks of the digital strategy various social
media posting schedules will be tested to see which are producing the best results. This test,
tweak and retest approach will continue throughout the duration of the digital marketing
campaign. (See GANTT chart and content plan in Appendix)
24
25. As previously stated Bootski’s growth will be defined and driven by quality content and
quality social interaction with its customers. This will be discussed and tweaked weekly by
Anna and the digital Intern.
25
26. Budget
Overview
As Bootski is a one person enterprise and is currently providing a comfortable income to
support a family the planned growth must be steady, mainly organically grown and built on a
minimal budget. Anna has committed to investing €3150 over the 6 month period for this
digital strategy.
€350 will be committed to the redesign, hosting, domain name registration and
maintenance of the website.
€250 euro per month (totalling €1500 over the 6 months period) will be assigned for
the digital marketing strategies such as Facebook advertising, digital display
advertising and list building strategies.
€50 per week (totalling €1300 over the 6 month period) will be assigned to pay an
intern on the Jobsbridge intern scheme. This €50 is added to the intern’s Social
welfare payment.
Intern
Bootski with hire a digital marketing intern with expertise in social media marketing,
Wordpress web authorship, photo and video editing skills. The Intern will work a 35 hour
week, work closely on the development of the strategy with Anna and report to Anna on
progress weekly. The intern will be responsible for the new build of the website, SEO,
helping Anna with content creation, social media account management and transfer of
knowledge.
Personal Hours
Anna will dedicate 10 hours per week to content creation, social media management and
overseeing the digital marketing plan.
26
30. Measurement
Overview
Measuring each channels performance is key to ensuring that Bootski is meeting its campaign
goals. As we have little measurement data from previously we start from a clean slate. We
will measure our progress by using various digital marketing analytics. This will provide
valuable information and allow Bootski to monitor and tweak their approach at their weekly
meetings. The digital intern will analyse data and compile a report weekly. The weekly
meeting is a chance for the digital intern and Anna to adjust their strategies in order to
achieve their goals.
Website Optimisation
Bootski will use Yoast and Google Analytics by Yoast to monitor the performance of the
website. As Bootski will be using call to actions on their site, such as email sign up and later
integrating Ecommerce into the site it is important that they measure conversion metrics. By
setting up tracking goals Google Analytics can help us monitor how customer are interacting
with our site and which pages are performing the best and at what times, etc. The digital
intern and Anna will tweak what they need to look at weekly and set up tracking measures on
sign ups, amount of time the user remained on the site, bounce rates, number of pages visited,
etc. Also the investment in OptimizePress will allow Bootski to create new content, pages and
sales pages and funnels quickly and easily without the need for much coding knowledge. The
digital intern will monitor website optimisation daily and report the performance to Anna at
their weekly meetings.
SEO
Bootski will use free tools to monitor SEO including Yoast, SEOBook and Google Keyword
planner. The primary concern for SEO is to get Bootski to rank number 1 locally for the
search terms Fitness Classes Wicklow, Kettlebell Classes Wicklow and Yoga Bray. Bootski
will also work on their search ranking on other terms over the 6 month campaign. Bootski
will use these tools to wrap their pages up in a quality content structure such as populating
the Page Titles, Meta Descriptions, Headers and Links with quality searchable terms. The
SEO strategy will be discussed and possibly adjusted biweekly by the Bootski team.
30
31. Content
One of the main objectives of this digital campaign is to build a following through publishing
quality content. The content written for blog posts will be written with SEO in mind and will
be monitored using the SEO tools described above. The content will be analysed as to which
type of content (eg: education, entertainment, etc) is performing the best and when is the best
time to share this content. All the monitoring tools will be used for this such as Google
analytics, Facebook insight, Twitter analytics, Pinterest analytics, etc. Initially Bootski will
use all free tools for measurement and content scheduling tasks. Bootski will monitor their
content strategy biweekly. (See Content Calendar in Appendix)
E-Mail
Bootski will build a list of e-mail subscribers using the e-mail platform MailChimp. Initially
Bootski will send out a 5 video Tabata workout series and also use this list to communicate
sales offers and a newsletter to its subscribers. Once a list has been sufficiently built Bootski
will use the MailChimp software to measure the performance of this channel. Metrics such as
open rate, click-through-rate, bounce rate, list growth rate and unsubscribe rate will all be
monitored within MailChimp. Once initially up and running Bootski will review their e-mail
strategy biweekly.
Social Media
Bootski is currently very reliant on Facebook for the majority of its business. Bootski plans to
use this as a great starting point (as can be seen by the competitor analysis previously and in
the appendix) and build on it.
Measurement of the social channels is going to be very important to the success of Bootski’s
digital strategy. These channels will closely relate to content production as the reactions to the
content put out on Social media will give Bootski a strong indication as to which type of
content is working and on which platform it is working the best. Initially Bootski will use the
native monitoring tools within the Social Media platforms or free monitoring tools such as
Facebook Insights, Twitter Analytics, Pinterest Analytics, Iconosquare for Instagram and
YouTube Analytics.
31
32. The digital intern will compile a weekly report on Social Media activity for Bootski taking all
the important data from the monitoring tools mentioned and analysing the results. This will
be discussed weekly with Anna.
Mobile
Bootski will send out offers via a WhatsApp group monthly. Periodically they may send out
other offers via the WhatsApp group (eg St. Patrick’s Day Special Offer).The digital intern
will monitor who has left the group and Anna will note what offers have been taken up by the
presentation of the WhatsApp messages at Bootski’s training facilities. The digital intern will
compile reports on the success of the WhatsApp campaign after each campaign. This may be
the most labour intensive analysis. If the WhatsApp messaging campaigns prove successful,
Bootski will consider using paid SMS marketing services in the future.
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33. Summary
For Bootski to achieve significant growth in the next few years and achieve its digital
marketing targets it is recommended that this strategy is implemented. A structured, targeted,
SEO tailored, content driven plan will be vital for Bootski to expand within the Fitness
Industry, locally, nationally, internationally and online.
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34. Appendices
Appendix 1:
Bootski Content Strategy:
Bootski Content Strategy
Channel Type of Content When and Why?
Website Free Bodyweight Training E-Book (Anna,
formatted by the digital intern)
Made within the 1st
the 2
weeks of the new website
build so as it can be offered
as an incentive for signing
up.
Content for various pages of the site
(Anna, but put together by Digital Intern)
Made during the site build to
populate pages.
Videos and Images (new and old) for the
website build (Put together by Anna and
the digital Intern)
Made during the site build to
populate pages.
Educational Articles (Anna and expert
partners)
Made with SEO in mind to
help improve Bootski’s
ranking and so as it is
sharable across Social Media
and other channels to
promote the Bootski Brand.
Initially for the 1st
2 weeks 3
new articles will be posted a
week after that at least 1
article will be posted a week.
Users of the site can
comment on these articles
with their Facebook login.
E-mail 5 Clip Video Series (Anna – filmed by the
Digital Intern)
Video clips filmed for e-mail
series for users that sign up to
the Bootski website. They
will be released every 3 days
to the user and keep the user
engaged on the Bootski
brand. The videos will
eventually also be uploaded
to Bootski’s YouTube
channel and SEO’d
accordingly.
Newsletter (Content dictated by Anna, put
together by the Digital Intern)
Monthly Newsletter sent out
beginning in May. Will keep
users on e-mail list engaged.
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35. Social
Media
Various contents to be used on all social
Media platforms
Different types of content to
be used on different
platforms and analysed and
measured to gauge best
reaction.
Facebook: Content Used - Native video,
shared video, Original Images, shared
images, created memes, shared Bootski
blog Posts, shared industry expert blog
posts and social media content, Instagram
shares, Bootski services and special offers,
etc.
For the 1st
week Bootski will
post 4 times a day on
Facebook, once in the
morning, once in the
afternoon and twice in the
evening. 50% of the content
should be educational, 20%
entertaining, 20%
inspirational and 10% a
Bootski promotion/well
designed sales pitch.
For the 2st
week Bootski will
post 3 times a day on
Facebook, once in the
morning, once in the
afternoon and once in the
evening. 30% of the content
should be educational, 30%
entertaining, 30%
inspirational and 10% a
Bootski promotion/well
designed sales pitch.
Bootski will then analyse the
results and Tweak its content
sharing strategies.
Twitter - Content Used - Vine video,
shared video, Original Images, shared
images, created memes, shared Bootski
blog Posts, shared industry expert blog
posts and social media content, Instagram
shares, Bootski services and special offers,
etc.
For the 1st
week Bootski will
Tweet 10 times a day every
2-3 hours. 50% of the
content should be
educational, 20%
entertaining, 20%
inspirational and 10% a
Bootski promotion/well
designed sales pitch.
For the 2st
week Bootski will
Tweet 7 times a day every 3-
4 hours. 30% of the content
should be educational, 30%
entertaining, 30%
inspirational and 10% a
Bootski promotion/well
designed sales pitch.
Bootski will then analyse the
results and Tweak its content
sharing strategies.
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36. Instagram – Native video, original images,
created memes and image messages, etc
Bootski should post twice
daily on instagram (1 video
and 1 image) keeping its
branded theme and share
with Facebook. It should
experiment with different
hashtags and tweak is
approach as needs be.
Vine – Vine video will just be used to play
within the Twitter feed initially.
Bootski should use Vine for
what it is intended initially
and experiment if the
opportunities arise.
Pinterest - Bootski will grow its presense
on Pinterest by posting images every 2nd
day
Bootski should build its
Pinterest presence and
experiment with this new tool
when the opportunity arises.
WhatsApp WhatsApp – Bootski will use WhatsApp to
keep its clients informed of class and
timetable changes and special offers to its
customers.
Bootski will send out special
offers via WhatsApp with
attached links to purchase
online and educational
content on its site.
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43. Appendix 4:
GANTT Chart available at the following link:
https://app.smartsheet.com/b/publish?EQBCT=10a9a3266fcc4adaaaaf02f048dfddd4
Screenshot of GANTT Chart Below:
43
