Introducing Selph

Launching a holistic health and wellness service to better the mind body balance.

Inception: Leading with insight

1. Understanding our why 

2. Finalising business and marketing objectives

3. Looking to audience/s - segments and focus areas

4. Engaging relevant stakeholders - practitioners and business leaders

5. Building audience personas - practitioner, prospect, customer and member

6. Developing messaging framework 

7. Developing content plans.

Execution: Prioritising high-impact initiatives

1. Delivering an always on approach - PR, social, EDM, blog, events and influencer

2. Delivering campaign peaks - influencer launch and opening

3. Brand building and local community engagement. Thinking big and ensuring a high level
   of bottom-up user generated content through a launch competition and inaugural events 

4. Community and in-studio events

5. Building practitioners and business leaders as a thought leaders.

Measurement: Delivering success

1. Finalising objectives during inception - brand awareness, traffic and new clients 

2. Looking to business impact - linking KPIs to organisational growth

3. Consistent communication - weekly and monthly updates 

4. Leading with a test and learn mindset.

Optimisations

1. Daily/weekly paid optimisations

2. Monthly organic, PR and event review

3. Quarterly check in - aligning with practitioners and business leaders.

Learnings 

1. Lead with benefit on organic channels

2. Offers and email marketing works

3. Think human-centric - omnichannel 

4. Take risks

5. Understand the lifetime value of a user - its effective to steer value/time.

NOTE: Each channel had specific KPIs based on stage of journey, ie/ pre-launch, launch, 6-months, 1-year.