Tampa Strength
Social Media Campaign | Advertising
CHALLENGE:
Create a cohesive social media campaign that teases the upcoming launch of their new online golf program.
APPROACH:
Tampa Strength is well known in their community as local golf fitness gurus. To draw attention and excitement around their new launch, reintroduce them to their social media audience as experts in the industry through introductions of team members, testimonials, and free tips.
ROLES + SKILLS: Social Media Post Creation, Scheduling, Correspondance, Video Editing
TOOLS: Illustrator, Photoshop, AfterEffects, Premier Pro
research
Through a thorough exploratory video call with the Tampa Strength team and additional research into the golf training market on Instagram, we concluded that…
TARGET AUDIENCE:
Professional golfers and Individuals looking to up their game between the ages of 22-49.
COMPETITION:
Individual golf fitness trainers with 15-35k followers backed with titles like “Golf Digest Top 50 Fitness Trainers”. Their feeds are often of training sessions in the gym.
MINDMAPPING & IDEATION:
It allows for the obvious and least common ideas to present themselves (and for you to purge some not-so-great ones).
Discovery
INTRO REELS
Allows users to get to know the people behind Tampa Strength, why they are qualified to be giving golf fitness advice, and encourage building relationships.
TESTIMONIAL REELS
Build trust and help make the buyer’s purchase decision faster.
I also made sure to use closed captions on the testimonials to allow the maximum amount of users to understand the content.
STILL IMAGE PROMOS
Consistency is key. Posting still images allows us to keep engagement throughout the week while also promoting existing online training programs.
STILL IMAGE CAROUSEL PROMOS
Carousels are a great way to get people to pause and engage with content. The split image draws intrigue, and let’s be honest, it’s fun.
IMPLEMENTATIOn
GOLF TIP REELS
Build credibility in the services Tampa Strength is providing and get users used to learning tidbits that their golf game can’t live without.
For the Golf Tip Reels, I also paired them with Trending audio using the Instagram Music Feature to increase the likelihood of getting it seen by more users.
Track Analytics.
Establish who will be posting (Social media manager or Client) and stick to one.
Gain a clear understanding of budget and expectations.
Plan for delays.
LESSONS LEARNED
The results.
While this campaign is still actively in progress, here are a few results to celebrate!
Most Views:
Featuring Women doing the movements
Most likes:
“Meet Shawn”
Most shares:
Testimonial from PGA Tour Rookie, Kevin Roy
What these results reaffirm is that viewers are looking to connect with the people behind the account, want to be reassured that they can trust what is being sold, love a freebie tip, and value inclusivity!
More follows:
50+ new organic follows over the past 3 months
Most saves:
4 Moves for Shoulder & Hip Mobility