Get MembersMARKETING

September 2021

GET MEMBERSINITIATIVEMONTHLY UPDATES

• Project Updates

• KPI Review

• Priority Initiatives:

• Lead Generation

• Website Optimization

• Digital Advertising

• Spotlight Tactics

• Local Business Development

• Brand Awareness

• 2021 Campaign Updates

• Promotions

• Spotlight Tactics

• Franchisee Communication & Focus

• Q/A

AGENDA

GET MEMBERS PROJECT UPDATES

• Standardized Pricing for website

• Online Memberships (Basic & Premium) Pilot

• Hubspot Webchat

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KEY PERFORMANCE INDICATORS(KPIs)

KPI: September 2021

Total By Store106 (Previous Month 106)

Goal EOY Goal

Website Traffic (Sessions)

133,280 - 220,000 2,400,000

Leads Total: 4,116 (-26.5%)Total: 40 (-35%)• Corporate: 47 (-25.4%)• Franchise: 36 (-33.3%)

100 100

New Members

Total: 1,612 (-18.1%)New Members: 1,045 (-19.4%)Restart Members: 567 (-15.6%)

Trials Sold: 258 (-10%, 54% Franchise)

Total: 15.2 (-18.1%)Total w/ Trial: 17.6 (-17.4%)New Members:• Corporate: 15.8 (-28.8%)

18.3 Incl. Trials (-27.4%)• Franchise: 16.0 (-12.1%)

17.7 Incl. Trials (-11.1%)

25 25

Leads Channel Split Overall:Digital (Form Fills): 85% (prev. 92.8%)Non-Digital (Manually added contacts): 15% (prev. 7.2%)

- - -

Seas onal Expe c ta t i on s

Advertising spend and leads per store over timeIncreased previous month spend drives following month success.

KEY PERFORMANCE INDICATORS(KPIs)

Seasonal trends – weight loss interest over time (Google Trends)Anticipate decreased interest until December 26, 2021

KEY PERFORMANCE INDICATORS(KPIs)

KEY PERFORMANCE INDICATORS: WEB TRAFFIC

PREVIOUS YEAR (2020): 6.5% increase in New Users and 2.4% increase in Total Users

PREVIOUS PERIOD (August): 22.6% decrease in New Users and 22.9% decrease in Total Users

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KEY PERFORMANCE INDICATORS: ECOMMERCE WEB TRAFFIC

ECOMMERCE:

PREVIOUS PERIOD (August): 11.3% increase in eCommerce Conversion Rate, 5.8% decrease in transactions and 3.6% decrease in revenue

PROFILE FRESH: Officially Launched 9/27/2021. Generated $26,799.03 in total sales in September 2021

Sales Leads reported from Zenoti: 4,116

Green = Corporate: 35 stores

Blue = Franchise: 71 stores

KEY PERFORMANCE INDICATORS: LEADS

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LEAD GENERATIONDigital Purchasing/Membership Updates:

• Adding geolocation feature to the website

• Will help show local-specific pricing information

• Determining basic plan and online purchasing pilot locations

• Request to be a pilot location by filling out this quick form

Hubspot Updates:• Building out Hubspot webchat functionality for launch in

Nov/Dec 2021

• Integrating Hubspot and Facebook Messenger at the store level

• Updating Contact Us, so people can ask general questions rather than only schedule a consultation

• New "Deals" page to launch on the website after Deal Days

2.24%Website Consultation Form Fill

Conversion Rate(-22.7%)

3,080Website Consultation Form Fills

356Phone Call Clicks (+3)

WEBSITE STATS:

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LEAD GENERATIONDigital Advertising – Ad Placement:

• Top performing ads will be sent out in the meeting review notes

• Make sure to have all vendors follow the vendor onboarding checklist. This ensures all leads are successfully getting tracked and integrated with Hubspot

• New digital advertising recommendation (updated Sept. 2021) is provided at the end of the presentation

Performance of Digital Ad Tactics

Impressions: 3,745,529Clicks: 28,827 (+24.9%)Marketing Leads: 857Sales Leads: 1,285Cost Per Sales Lead: $108.74Cost Per Contact (Sales or Marketing Lead): $65.23

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Cost per Sales lead improved by

12.4%from August

Drove the second highest sales lead to

member rate in 2021, behind August 2021(September – 14% compared to August - 17%)

LEAD GENERATIONSPOTL IGHT TACTIC: Hubspot Lead S tatus C lean-up

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• Do not leave contacts in the New or Schedule status for extended periods of time.

• Always move contacts to Long Term Nurture, No Show or Closed – Do Not Contact

• What happens if I don't move these contacts to one of these statuses?• These contacts may NOT receive any newsletters, promotional

emails, evergreen emails or advertisements from Profile.

LEAD GENERATIONSPOTL IGHT TACTIC: UPDATED: Market ing & BD Check l i s t

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• Updated and consolidated Marketing/BD store-level checklist

• Please complete the items listed before requesting additional lead assistance from corporate

LEAD GENERATIONB U S I N E S S D E V E L O P M E N T

• Updated and consolidated BD store-level checklist

BRAND AWARENESS Black Friday (November) Promotions:

•Membership Offer (All month)

• Buy 3 Months, Get 3 Months Free

• Member Offers• Referral bonus bumped to $100

• Blend Jet with 6 Mo Extension-or-Food Bundle

• Family Members Join for 3 Months at $79 and get 3 Months Free

• Ecommerce Only Offer (Black Friday Weekend Only)

• Spend $100, Get $25 Gift Card

• $20 off Profile Fresh when you buy 10 meals

2021 Campaign:New Megan T Commercial Spot available now!

Friendsgiving Virtual Cooking(Members and Non)

Now Available on store.profileplan.com

Updating trial offer to 2 Weeks for$49 starting 11/1/2021

BRAND AWARENESSSPOTL IGHT TACTIC: LOCAL MEDIA

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COMMUNICATION & AREA OF FOCUS

What are you doing to build your email list?

Focus on:1) Boots on the ground efforts

2) Promote Friendsgiving

3) Maximize Meghan Trainor Assets

GET MEMBERSINITIATIVEMONTHLY UPDATES

• Project Updates

• KPI Review

• Priority Initiatives:

• Lead Generation

• Website Optimization

• Digital Advertising

• Spotlight Tactics

• Local Business Development

• Brand Awareness

• 2021 Campaign Updates

• Promotions

• Spotlight Tactics

• Franchisee Communication & Focus

• Q/A

AGENDA