Sports Marketing Campaign. Case study of successful offline strategies: segmentation with positioning

1. This is a sample of a sports marketing
strategy and our graphic
design/copywriting work. It includes:
-Segmentation
-Strategic Alliances
-Taglines/Positioning Statements
We were hired to complete these
campaigns on a retainer basis for six
months.
Alexandra Lehmann,
Principal Partner 1

2. Segmenting Client’s Customer Base
With these three testimonials, we
segmented and began campaigns
targeting three of our client’s most
qualified prospects:
• young athletes wishing to compete at
high levels,
• executives wanting to “get back into
shape,” and
• and people recovering from serious
physical conditions.
Channels:
Facebook
Display Advertising
No budget for print advertising
2

3. Brian Bollerman works out at Results
because for him
every fraction of a second
matters.
3

4. Juliana Fodera works out at
Results because for her it is a
decision
between
walking and not
walking.
By building up her core
muscles and keeping her heart
healthy, Juliana trusts her
personal trainer to help her to
achieve this goal.
Together they create
new ones.
4

5. Tim O’Malley works out at Results
because he turned 50
And decided it was
time to get serious
about his health.
Tim’s trainers put him
on a regimen
designed to lose
weight, strengthen his
core and build
muscle.
A year later, he
lost more than
60 pounds.
Now Tim is in
the best shape
of his life.
5

6. 24 x 36 inch poster display advertising.
Tagline: Get fit to win.
Exclusive training method with athlete
winning race. Positioning: Demonstrating
that personal training will help you to excel
in sports – not just “at the gym.”
6

7. THE MOST INTELLIGENT FITNESS SYSTEM
SWEEPING THROUGH EUROPE & NYC
GYROTONIC®
IMAGINE
HOW THIS
FEELS
AFTER
book
A DAY
your
OF
FREE
SITTING
private
AT THE
lesson Picture courtesy of Body Evolutions, NYC
COMPUTER
now 7

8. 8

9. Strategic Alliances
are “builders” of a business. They take
time to initiate, develop and foster. But
they are by far the most valuable asset a
small business can have – if both parties
are able to sustain the relationship
(usually with joint promotions).
L&LC initiated a free clinic for older
members of a tennis club; a weight loss
(money back guarantee) program with a
popular beauty salon; and a series of
free ski clinics for older skiers with a 30
year old ski shop in New Canaan.
The rate of return on investment to these
relationships is one year at maximum.
See forecasting chart of recent case study.
9

10. Channels to publicize this strategic alliance included hyper
local webzines, flyers distributed throughout Ridgefield,
18 x 24” display advertising in both storefronts, raffle
prize of free ski lift tickets to local mountain. Ski & Sport
shop offered merchandise for discounted sale to gym
members and to show a “Warren Miller” video to 45+
participants while learning mountain stretches to prevent
injury.
10
Tagline: Get fit to have more fun.

11. Strategic Alliance with a popular
beauty salon. Offer was a money back
guarantee. Owner of Shine Salon took
challenge. Nutritional counseling part
of program. Tagline: Every Body is
11
Different

12. Strategic Alliance resulted in local print coverage in
Hersam Acorn Press which has a household
readership of 37,000.
Offer was a money back guarantee.
Tagline: Every Body is Different.
Positioning: Shared accountability is the key to
success. 12

13. 24 x 36” poster of a
series of two clinics for
age 45+ tennis players to
specific muscles in shape
for matches.
Tagline: Get Fit to Win
Strategic Alliance with Ridgefield Tennis
Club. Positioning statement: Every Body is
13
Different.