Athletics

My Background

• Southern California native

• Leeds School Business – Graduate, The University of Colorado at Boulder

• Assistant project and marketing manager- The Basement, a start-up business incubator for The University of California San Diego

• Intern for Zenzi Marketing Communications-Encinitas, CA

Interests

Surfing, Tennis, Photography and Travel

Overall Goal

Build a brand that inspires long-term loyalty with people who are devoted to their marriage, partnership and active lifestyle

Campaign Objectives

• Position the new line as an essential lifestyle accessory for active married adults

• Sell the new collection thru on QALO.com

• Leverage the existing distribution system and create new distribution points catering to athletics/fitness devotees

• Influence the female demographic to be both purchaser and end user

• Expand market presence in urban areas with married couples who require an indoor fitness experience

Target Audience

• Active women who purchase but aren’t yet users

Active married couples with an emphasis on college educated, 25-45 year olds, making over $40,000

• Passionate about fitness including gym training, cross-fit, triathlons etc.

• Enthusiastic about the quality of their athletic equipment and gear

QALO- Athletic Line Value Proposition

Active married couples can experience ring damage, ring loss or ring irritation. QALO’S athletic collection solves that problem with a comfortable, easy-to-wear, good looking ring solution that married couples are proud to wear

They want to share their commitment in every fit moment and communicate that they are together. They are intense about each other and every other aspect of their life. That intensity is reflected in their affinity for QALO

These couples create their own traditions. They respect marriage but also want to express it in their own way, one that is deserving of their own generation. QALO is a unique expression of their desire to be strong in heart and in body

QALO helps them feel even more aligned as a couple and as part of their lifestyle fitness community

QALO-a solution brand

Messaging

• Buy matching QALO athletic rings because you are

passionate about your commitment and stronger for it

• Collect different QALO rings and apparel that fit the moment, your mood and your fitness fashion

• Buy a QALO ring to give you peace of mind that your permanent wedding ring will not be damaged during intense work outs

• A QALO ring gives you the ultimate comfort during training

• QALO delivers quality at a great price

Tag Lines- Athletic collection

• Two Rings, One Commitment – STRONGER

• Committed and Stronger

• Stronger Together

• Enduring Strength

• Devoted to our Strength

• Loyalty QALO ring collector increases sales volume through multiple purchases

• Create on-line, in-store trade show and event experiences that drive web traffic and sell thru

• Develop partnerships that open up new retail channels of distribution and new sources of credibility

• Appeal to women by merchandising the collection in channels and mediums that active women identify with

Key Strategies

• Double the purchase- promote a QALO ring package that appeals to both husband and wife

• Expand geographic reach by appealing to fitness fanatics who must train indoors

• Create marketing materials that differentiates the Athletic Line

• Launch in a high impact way that ignites a buzz in the fitness community.

Key Strategies – Continued

Creative Platform

 • Showcase the practically of a QALO Athletic ring in different fitness settings

• Show couples wearing rings that match and reinforce their unity

• Use signature visuals on QALO website, Facebook, display advertising, point-of-sale and other promotional materials

• Establish a female spokesperson who can share the Qalo benefits from a woman and wife’s perspective

Communication Channels

Create online display advertising that aligns with wedding and fitness purchase behavior to reach new audiences

#strongertogether

#stronglove

#QALOathletics

#QALOswolemates

Communication Channels- Continued

Facebook/Instagram/Twitter

• Customer content

• Iconic sporting events

• Health and fitness tips

• Contests

• Support

Communication Channels- Continued Pinterest

• Activate Pinterest even more- gain larger female following

• Add to QALO visual brand identity

• Encourage self marketing and brand awareness

Communication Channels- Continued

YouTube• Create YouTube content with popular fitness couples

with large following

• Encourage #Stronglove contests, couple testimonials

• Encourage self marketing

Blogging• Identify health and fitness bloggers to spread word

• Wedding bloggers

• Fitness fashion

Communication Channels- Continued

Segmented E-Communications campaign that reach married segments in the QALO database

• Customized content according to what they have / haven’t purchased

• Inspire QALO users to become ring collectors by purchasing an Athletic ring

• Activate men users to purchase for their wives

• Activate married couples to be a 2 ring set

Communication Channels- Continued Publicity

• Generate media coverage in key fitness magazines • Teaser campaign for QALO athletic line

• Examples- InShape, Men’s Health, Women’s health

Key Marketing Distribution Channels

 • Online retail distribution/collaborations –QALO.com, Huckberry, The

Clymb, GovX

• Brick and mortar retailers- sporting goods, gym equipment, fitness apparel stores (LuluLemon, Lucy’s REI, Dick’s etc.)

• Create signature LuluLemon Athletic line for in-store purchase)

• Boutique retail at the largest fitness lifestyle centers- Equinox, 24 Hr Fitness, Soul Cycle, etc

• Samples to fitness trainers to inspire buzz

Key Marketing Distribution Channels

 

• Pop up retail at largest fitness and Crossfit events- Tough Mudder, Spartan Race

• Trade Shows – fitness, nutrition, sports equipment- Fit Expo, The Yoga Conference, etc.

Budget

• New Creative - Web, Display Ads, Photography, Videos -

$135,000

• Spokesperson – $50,000

• Digital Media Buys – $125,000

• Retail merchandising – point of sale $50,000

• Sampling with Fitness Influencers $10,000

• Trades shows $50,000

• Event Marketing & Sponsorships

$120,000

• Public Relations/Social Media $60,000

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Total = $600,000