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    PO_ FightCamp Tom Dievart Sept 2023

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    PO_ FightCamp Tom Dievart Sept 2023

    Uploaded by

    Plat Oche
    1 views39 pages

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    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    1 views39 pages

    PO_ FightCamp Tom Dievart Sept 2023

    Uploaded by

    Plat Oche

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 39

    Confidential Tom Dievart Sep 2023

    WILSON REBRANDING
    Situation: The brand felt “old” and irrelevant (teenagers).

    Objectives: Focus on teens + rebrand Wilson

    Actions:
    o Away from “More Win”, to a clean prominent “W”.
    o Implement a new identity system applied to all customer touch-points.
    o Leverage new product launch to introduce rebranding/messaging

    Results:
    o Brand ID was completed within months
    o Totally reinvented the tennis customer segmentation, allowing us to better target customers and
    support new product launch
    o Launched Roger Federer’s new racquet. Grew DTC database to + 100k consumers in 4
    months. Sell-in at 55% above forecast.
    o Results: over 2,000 “influencers” converted to Wilson. Increased VIP-specific sales to +$1Mil.
    AVID COMPETITIVE AVID COMPETITIVE
    YOUTH AVID SOCIAL
    [COOL KIDS] [SENSIBLY POSSESSED]
    Under 18yrs 35yrs - 55yrs
    “Tennis is my life” “Tennis is my passion”

    AVID SOCIAL
    [BABY BOOMERS]
    55yrs +
    “Tennis is my sport of a
    lifetime”
    TENNIS PERSONAS
    TENNIS CONSUMER SEGMENTATION

    AVID COMP AVID SOCIAL


    YOUTH & ADULT ADULT & YOUTH

    BASELINER ATTACKER ALL-COURTER


    DESIGN AGGRESSIVE PROGRESSIVE MODERN
    DIRECTION FLASHY BOLD ELEGANT

    RACKET AGGRESSIVE ATTACKING EFFORTLESS POWER


    PROFILE POWER FEEL & PRECISION VERSATILE

    LATERAL MOVEMENT LATERAL & VERTICAL 360 STABILITY


    FOOTWEAR SUPPORT / MOVEMENT COMFORT
    PROFILE DURABILITY LIGHTWEIGHT SPEED
    POWERPLATE REBRANDING
    Situation: messaging was fragmented and inconsistent relative to imagery,
    strategy, online and social media to unify global branding.

    Objectives: brand global + launch new products

    Action: Introduced Power Plate’s “Brand Global/Activate Local”,

    Results:
    o Brand was recognized as “Cool Brand” award winner in the UK in 2011.
    o The rebranding was accepted and globally adopted for the first time in 15 years.
    o North America revenues increased by +56% while over regions enjoyed double
    digit growth.
    PREVIOUS BRANDING
    NEW BRANDING
    Strictly confidential Tom Dievart Sep 2023
    BRAND CORE: External view, example
    Find the purpose behind what we do

    WHY HOW WHAT


    (positionin
    (purpose) (mission)
    g)
    BUILDING PRODUCTS TO HELP CREATE, DISTRIBUTE, MONETIZE
    FEEL BETTER
    YOU DEVELOP CONFIDENCE EXCITING AND ENGAGING COMMUNITY
    BOTH MENTALLY AND & PRODUCT AROUND BOXING FITNESS
    PHYSICALLY
    COMPETITION

    2022
    Company
    SITUATION ANALYSIS
    We talk about us Content Media talks about us

    ● Website ●
    Why/ Mission PR
    ● Ads ● Publications
    ● Social
    ● Blog
    ● SEO
    ● Email Value
    ● Events Brand/ Product Props/
    Creative/ - Programs Features/
    Visual - Original content Benefits

    Users talk about us Blog/ Educational Others talk about us

    ● User reviews ● Influencers


    ● Testimonials ● Affiliates
    ● Community (user to user) ● Corporate Partners
    SWOT ANALYSIS: (external view, example)
    STRENGHTS OPPORTUNITIES

    • Vertical integration • Build a brand


    • Tech focused • Innovation
    • Ownership • Athletes/influencers
    • Team • Build content
    • First Mover • Gamification
    • Target more personas

    WEAKNESSES THREATS

    • Communication • VR/AR/Innovation
    • PR • YouTube
    • Content • Apple innovation?
    • Gym classes
    NEW BRAND MESSAGE
    TO PROMOTE COMPELLING BOXING LIFESTYLE, PREMIUM PRODUCTS,
    AND CONTENT ACROSS ALL PLATFORMS THAT WILL ENGAGE, INSPIRE,
    IMPACT AND GROW THE COMMUNITY AND OUR BRAND.

    “THIS IS OUR BRAND MESSAGE!”


    (TBD)
    PERSONAS – INITIAL THOUGHTS/EXAMPLES

    THE
    T H E W E L L N E S S WA R R I O R
    PT

    T H E B OX E R

    T H E H E A LT H Y THE TRANSF ORMED


    KEY MARKETING STRATEGIES

    1 OWN THE DIGITAL SPACE / ELEVATE THE BRAND

    2 FOCUS ON PERSONNALIZATION AS YOUR EXPAND THE APPERTURE

    3 OFFER HIGH QUALITY CONTENT

    4 BUILD THE COMMUNITY

    5 LEAD THE CONSUMER EXPERIENCE


    HOW TO GET THERE
    WARDIERE INC.

    ASSETS DEVELOPMENT WEBSITE PR


    THE FOUNDATION OF ANY CUSTOMERS TRUST BRAND. THIS PR HELPS TO TELL OUR STORY,
    SUCCESSFUL BRAND. IS OUR MOST IMPORTANT ASSET DISTINGUISH US FROM
    THIS IS WHERE YOU CREATE THE - WHAT EVERYONE WILL READ. COMPETITION, AND PROVIDE A
    CONNECTION WITH OUR OUR SITE IS OUR BRAND - OUR STREAM OF IDEAS FOR THE MEDIAS
    TARGETS IMAGE - OUR PROMISE TO THEM WHO ARE ALWAYS ON THE HUNT
    AND CONTINUE TO FUEL IT. FOR CONTENT THAT SPEAKS TO
    THEIR AUDIENCE.
    HOLISTIC PLAN
    2022STEPBY STEP. COMPREHENSIVE STRATEGY TO CREATE A UNIFIED AND COHESIVE APPROACH TO THE BRAND AND
    Company
    PRODUCT RODMAP. ENSURE CONSISTENT BRANDING ACROSS ALL TOUCHPOINTS.
    HOW TO GET THERE
    WARDIERE INC.

    CONTENT INFLUENCER SEO


    CONTENT MARKETING HELPS INCREASE BRAND AWARENESS, IS CENTRAL TO OUR WEBSITE'S
    CUSTOMERS BOND WITH YOUR DRIVING MORE TRAFFIC WHEN YOUR VISIBILITY. IT IS VITAL TO OUR
    BRAND. YOU BUILD TRUST WITH YOUR CONTENT GETS SHARED, THEY HAVE COMMUNICATION WITH GOOGLE TO
    GOOD CONTENT. MORE AND BETTER THE POWER TO BRING POEPLE TO USE. PROVE THE RELEVANCE OF OUR
    CUSTOMERS COST LESS. CONSUMER TRUST SITE.
    RECOMMENDATIONS FROM POEPLE
    THEY TRUST.

    PAID ADS
    2022
    Company
    REACH SPECIFIC DEMO, GEO AND DELIVER PROPER MESSAGE TO TARGETED AUDIENCE. DRIVES
    ENGAGEMENT AND TRAFFIC
    INTEGRATED MARKETING & COMMUNICATION PLAN

    PR
    ADS
    Partner Newsletter Digital / Social Assets s)
    Local Publishers & Media Coverage

    Affiliates
    Event/POP UP

    Influencers AD CONTENT
    CRM / DEMs/ emails
    MARKETING - DIGITAL
    NURTURING TO CONVERSION: Leverage our story, ultimately leading to conversion

    Website Landing pages : 1 per PERSONA


    • Tell our WHY first and foremost • Build landing page for each personas
    • ELEVATE / Hero video • Dedicated message and key selling point
    • Make it clear to all PERSONAS • Subscription button to our specific content
    • FIGHTCAMP free content to capture emails • Build influencer examples (video, repost, quotes)
    • Retarget on social media SPECIFIC TO EACH
    • Pop up sign up per GENRE page • Articles/blog/publication/page
    • Advertise on social media to bring/fuel each funnel

    Email marketing Social Media


    • Build journey for each personas (8emails drip) • Build the brand
    • Dedicated message and key selling point • Fuel the Funnel / lead capture
    • Track engagement, CTR, Conversion • Build Content/ UGC
    TIMELINE

    © 2023 TOM DIEVART All rights reserved.


    KPI BY CATEGORY/GOALS

    Brand KPIs: How customers spend / What they say / How they behave
    THANK YOU

    Tom Dievart
    312-402-5791
    [email protected]
    www.tomdievart.com

    Confidential Tom Dievart Sep 2023

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