Project Brief

Problem Statement

Well Dunn needs an online marketing plan to bring its new fitness videos to market.

The marketing plan should include Google AdWords, Facebook ads and any other online marketing channel appropriate to reach the target audience.

WellDunn needs a roadmap for how to reach its target audience with its message and then convert them into trial users of the WellDunn Fitness videos.

The marketing plan needs to build awareness for a viable fitness solution for new moms and intent to try it for free.

Client

WellDunn Fitness (www.welldunnfitness.com)

Product

WellDunn Fitness is a new venture from well-established, Calgary-based personal fitness trainer Leticia Martin Dunn.

WellDunn Fitness is a series of fitness videos focused on helping busy moms work out. The videos are downloadable to your iPod or iPhone, and offer the convenience of having the best fitness trainer with you.

Each of the 45 minute videos will highly functional and allow moms to take a professional trainer to the park, gym, or living room.

Pricing for WellDunn Fitness depends on product and package offered, to be influenced recommendations offered in the marketing plan..

Goals

The ads need to be promoted on our webpage, in iTunes, and in pregnancy/parenting webblogs and webpages. We are hoping for a small banner ads, google PPC program, and marketing on the iphone/ipod.

The feel is strong and healthy moms, our goal is a real life solution for fitness to the reality of very busy lives with small children and complicated time management.

Audience

WellDunn Fitness is for pregnant women and new moms (from pregnancy to first 2 years), with some technology savvy (iphone, ipod, internet access, etc), living in suburban neighborhoods in North America.

These women are active and seeking a fitness solution for their time-crunched life. Many are trying to regain a level of fitness they had achieved prior to becoming pregnant. Many also have multiple children, presenting an additional challenge.

Client Context

This online ad campaign is hopefully the first stop in a full marketing campaign, we want to create a consistent message with repeatable brand recognition. This is a new company and we want to start off with very professional feel.

Media Context

Depending on the marketing plan. Potential ideas:

• Search advertising for post-partum fitness (or other relevant keywords).
• Facebook and social network advertising.
• 'Mommy blogs' and other websites that reach new moms

With positive feedback and revenue generation we may want to move into magazine advertising and more videos.

We're also seeking creating and original ideas beyond those listed above that reach new moms.

Ad Promise

Simplicity, an answer to the question. How can I get in shape as a new mom?

Product Promise

WellDunn Fitness is a simple solution to a new mom's fitness goals. Workouts are flexible and ready for clients when the client can work out.

New moms need the flexibility to be able train anywhere, train with their kids or alone, workout out in their living room while kids are napping, etc.

This is a real-life solution to getting your workout in, and getting professional advice from a qualified trainer.

Proof

Potential Testimonials, but looking to ad developer to offer suggestions for how to convey the key messages.

A free trial of the product (free video workout for download) is also available for prospective buyers who visit the WellDunn Fitness website – www.welldunnfitness.com

Character

Warmth: friendly and professional. Like a smart friend helping you through a tough time.

Requirements

The outcome from this commission is a short online marketing plan to take the WellDunn Fitness product to market.

The marketing plan should be uploaded to AdHack as a PDF file or a Word .doc file.

The marketing plan should include anticipated costs, tasks to be accomplished, a schedule of events and any other information required to execute the marketing plan.

Our corporate colors are green and black, but our webpage has full color scheme – www.welldunnfitness.com

Extensions

Open to suggestion as to the best way to market the product.

Anticipated additional extensions from this commission:

• banner ads for websites
• social media ads