#SoMeAwards 2014: Digital Student Marketer of the Year Presentation by Jessica Chang
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TMMPDX.COM scholarship winner, Jessica Chang, was named the 2014 Digital Student Marketer of the Year during the SoMe Social Media awards. This is her award winning digital media strategy for CrossFit Portland. Great job Jessica!
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#SoMeAwards 2014: Digital Student Marketer of the Year Presentation by Jessica Chang
- 2. “Inspiring each other to reach what we feared was impossible”
- 3. - Huffington Post - Wahington Post - Gawker.com
- 4. One Program does NOT fit all
- 5. Beginner Program - Jump Start ?
- 6. Strategy: Demonstrate that Crossfit Portland is more than the negative perception of CrossFit by using inspiring stories.
- 8. Tami - Gym Member - Mid 40’s - Executive at Frito-Lay - Vocal about Crossfit Portland on Facebook
- 11. Elizabeth - Hears about CrossFit Portland from Tami - Mid 30’s - Working professional - Owns a home - Athletic background (blackbelt in Taekwondo)
- 12. You would think members share their achievements naturally all the time… Only 1 % do! Imagine if we could get 5%
- 17. Website traffic from social Engagement on social channels Jump Start Conversions Key Performance Indicators
- 18. Elizabeth
Editor's Notes
- Unfortuantely there are great stories in the media , but there is also negative stories. These neagtive stories have taken hold the people’s perception of Crossfit. The larger Crossfit community has this perception that directly effects Crossfit Portland. – show sources
- CFP is different from this. CFP believes there should be different levels of programming. offer a beginners, intermediate and advanced program. This is VERY important because it meets the needs of their members. Breakdown the communication perception.
- Objective is to increase Jump Starts sales by end of 2014.
- Challenge to show case how Crossfit Portland, that has 9+ years of Crossfit experience and is completely the opposite of the negative perception of Crossfit.
- The first tactic we’re going to use to help us reach our objective is to create a Member Advocacy Program. Change public perception how we are not the same as others. Developing advocacy programs Change our comunication style to better include our members to better share their stories across all channels
- How many people does she connect with?
- This is why!!!
- Tami’s friend Elizabeth has a similar attitude towards fitness as she does. Elizabeth is the exact persona of a potential member. When she sees…
- You’d think a lot of people post this kind of content. There’s jokes that people share. Just like how Crossfit Portland is different from the stereotype of Crossfit, their members are competeyl different in that hey don’t talk about their moments on social.
- SO the advocacy program will proactively seek and prompt their members to share on social media, write reviews, referrals, and check-in with us. And in return receive incentives. Even better is building that relationship with the member who is a thought leader in their industry like chiro practors , Massage therapists and get them to share their stories and expand Crosfit Portland’s reach.
- Sharing positive inspiring accomplishments
- Write statistics
- Engagement increased 2000%. 45 likes is a record to their average 7-9 likes per post. By sharing more member ocused content like this, we can increase the reach to Rashidah’s friends and cast a wider net here as well.
- Ultimate we want to inspire more people like Elizabeth to become a part of this.
- Thank you