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Able to be an inspiring brand → Established  brand   quality  &  performance : Brand Power : 90 years of excellent heritage. Close relationships with pro athletes → powerful storytelling & emotional connection for consumers. Reputation for Technology:  Forefront of cutting-edge tech & innovative products.

Opportunity to  increase sales : Significant  ↑ in runners  & people are getting more  health conscious ⁴ . Rise of athleisure  (comfortable+stylish sports products). “This is no longer a trend, it is now a lifestyle…” (Marshall Cohen, NDG Group). 1/5 Americans (65 mil) belonged to at least one health club/studio ⁵ .

Opportunity to  engage consumers differently : Sports brands l everaging on digital  in big way eg Gymshark, Adidas, Nike ⁶ . Increasing  use of AR/AI & mobile app  eg Nike Fit, Jordan Breakfast Club, SNKR ⁷ .

6.1%
16.3%
77.6%
Fan Engagement (e.g.
eSports, live streaming,
content platform)
Athlete Performance (e.g.
wearables, coaching
platforms, recovery
health)
Stadium Experience (e.g.
in-venue services,
ticketing, sponsorship
measurement)

Tech Impact on Sports for next 12 mths ⁸

Ability to  tap on new target segment  without alienating current core: Growth of  sports apparel market  to reach $248.1 bil by 2026 1 . Growth of  athleisure sector  ↑ 42% in last 7 yrs ² .globally. Global Health & Fitness  wearable  spend to reach over $90 bil in 2022 ³ .  In US, 60m people run, jog, trail walk. >110m walk for fitness (Statistica).

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Positioned as an  elitist brand , perceived as only for professionals. Limited mindshare & reach  – niche target audience.

Senior management’s  lack of awareness  &  understanding of digital . Insular organisation, risk adverse . Departments working in  silo .

Weak digital presence : website not        optimised, social media pages rarely        updated, lack of content creation        strategy. A  competitive industry  driven by  digitally proficient brands  who are penetrating locally & internationally.

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1. Revamp brand vision, mission, values. Transform insular brand image to a  globally accessible brand  built on legacy of  excellence . Adidas sales ↑ 57% ⁹   & New Balance 15% 10  with brand revamp.

2. Leverage strong relationships with pro athletes for  impactful storytelling  to  build an emotional connection with consumers. 76% would buy  from a brand they feel  connected  over a competitor 11 .

3. Build  awareness &   advocacy  via  relevant   influencers  to broaden appeal. Advocacy → ↑loyalty . Consumers willing to pay +7% premium, 8% less likely to switch, >2X to recommend  brand (HBR, 2018)

1. Synergise objectives & strategy across functions for  seamless experience at the Moments of Truth. Apply social listening. 73%  looks for  specific item  per visit in a multi-brand store/site 12 .

2. Use  targeted approach  to appeal to different groups (pro athletes, millennial amateur runners) e.g. targeted offers, at the right time, in the right channels with the right content. 9/10  millennials  have smartphone. 35% believe that UGC are more memorable & 54% check YT daily → ie how  vital mobile marketing & content creation  are for this segment for eg 13 .

1. Enhance OnTrak’s digital presence, harness  social media      capabilities  and have a strong  mobile strategy  focus. Online channel fastest  growing at 10.9% CAGR 14 . Gymshark & Adidas effective digital strategy →  market leaders  (VisionCritical, 2019).  Gymshark  YOY sales ↑ by  200%  (beeketing.com, 2019).  Adidas  saw e-commerce  ↑2X  in challenging 2020 15 . 50% of  mobile ads  viewed had a  moderate/high influence  on  purchasing decisions . (Bain, 2016) 2. Use Hero, Hub & Help for rich content marketing & social     engagement to cater to consumers’ intent & needs. Build     brand trust & loyalty through thriving  OnTrak’s community . 62% of Millennials  likely to be  loyal  customer if brand  engages them on social networks 16 . 3. Leverage  data  (eg google analytics,fitness trends) to acquire,     nurture & convert.

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1.  Maintain innovative product excellence      (i.e. hygiene factor especially for pro      athletes) & customisation as      differentiator. Premium segment  is the  largest product segment  at 65% share in 2018 17 . 2.  Create sub brands  for the amateur     runners who are willing to pay, to invest     in their fitness goals, value comfort &     style. Global athleisure market: ≈323b  (PR newswire, 2018) 64% US adults wore sports clothes/shoes  as part of  everyday lives  (Statista, 2021). Athleisure sales in US $155 bil  in 2018 (NDP, 2018).

1. Build  US market then   expand globally  to reduce single country risks. US sportswear market  is the  largest globally  accounting for 41% of total sales followed by EU 18 . Global activewear  apparel market  set to grow  by $157.1 bil, CAGR of almost 11% during 2020-2024 1 9 .

1.  Leadership style  to encompass: Customer-First, Collaboration, Innovation, Digital Champion. 2. Move towards  digital first  &  customer-centric  approach. 3.    Single voice for  seamless         customer experience . Adidas unified data & content strategy  for Ultraboost -  75X ↑ in conversion rates 20 . 4.    Break department silo .

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Amateur millennial runners who lead active lifestyle.

Global with focus on North America & Western Europe (top 2 markets).

- Age: 25-40.  - Income: Upper middle class to high income earners - SEC(AB). - Spends $112K on fitness in a lifetime 21 .

- Digitally savvy, socially engaged, open to online shopping 22 . - Search for health tips/inspiration online. - Highly conscious of trends. - Use fitness tracking app. - Open to sharing content around their fitness journey.

- Aspire to improve health & fitness. - Care about innovative, stylish, comfort sportswear during running/athletic activities or other occasions.

- Use of Social Media: FB, YT, IG, Twitter, Snapchat, TikTok 23 . - Consume blogs, attend online forums, seek tips & advice from influencers & relevant brands.

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Know  Moments for amateur runners who  lead active lifestyle.

Applying  Aristotle’s ‘habit cause’  to create valued content on running/fitness so as to be deemed as credible resource & build brand awareness/trust.

“I want to get tips to improve my running performance” - Browse tips & techniques from experts/influencers  - “How to” blog articles or YouTube - Engages with running content  - Go to social media for inspiration “I want to try an app that gives running/fitness/nutrition advice”  -  Compare different wearable fitness trackers  - Ask friends for reco

Go  Moments for amateur runners who lead active lifestyle & are  considering to invest in innovative, comfortable & stylish sportswear to improve their performance.

Maslow’s safety need  applies such that social proof is assuring to those considering. Show that even pro athletes/relevant influencers trust OnTrak. And Aristotle’s Reason cause.

“I want to find innovative, comfortable & stylish sportswear that will support my running”  - Online research/reviews  - Browsing various online stores  - Product quality & price comparison  - Return policy “ I want to know what is currently trending”  - Online research & reviews by influencers  - Check peer’s FB&IG on brands they use.  - Send DM to check if the brands they shared are really good.

Do  Moments for amateur runners who lead active lifestyle, are considering to invest in innovative, comfortable & stylish sportswear to improve their performance &  are ready to buy.

Aristotle’s ‘chance & compulsion causes’  suggests inspiring passion & overwhelming compulsion with irresistible offers & no-brainer ease.

“I want to buy high performance sportswear that even pro athletes advocate/use”  - Add OnTrak items with great reviews to cart   - Experience product in store #OnTrak Friday Special  - create short-term activation for promo offers every Fri such as:   - Off season items  - Early bird access to events (after members’ priority) “I want to locate the nearest OnTrak store”  - Develop store locator with GPS location tracking   - Provide closest store location, operating hrs, contacts.

Share  Moments for amateur runners who lead active lifestyle, looking to improve their performance & have  purchased at least twice fr OnTrak.

Maslow’s esteem & self-actualisation need  encourage sharing one’s accomplishments & inspiring others to achieve the same.

“I want to share my running tips/experience”   - Post and share photos/reviews on OnTrak’s social media platforms/website  - Reco to family & friends  - Regular # campaigns with products as prizes. “I want to be updated of the latest”  - Signs up for mailing list for new products & blogs   - Join loyalty prog  - Installs the OnTrak app “I want to be a part of OnTrak community”  - Join as member, use #   - Subscribe to newsletter  - Active contributors on OnTrack social media platforms  - Sign up for OnTrak events  - Use OnTrak app regularly

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We are right on track to  inspire, educate & empower excellence  in your  performance .  #claimyourspace

We keep up the pace in your world by making  innovative, comfortable, stylish  sportswear for the professional athletes & amateur runners, that you can  trust .

We want you to  excel, stay active  and claim your space to be  fit and healthy . At OnTrak, we make professional athletes into winners since 1931, so whether you are a professional or an amateur runner, we are on track to help you reach better results, every day.

We lead in  innovative technology, comfort and style, and a proven track record with industry access to professional athletes,  so you can stay active and be on the  move confidently .

With our  track record in R&D , the  latest in sports science , we have been designing  high-performance  footwear & apparel for the best Olympic athletes.  Now, we bring our decades of  research, cutting-edge innovation & style  to answer the needs of every passionate runner.

Beyond our  innovative, comfortable & stylish sportswear , our focus is always on supporting YOU on your  individual journey  by lending our  advice, expertise, customisation &   granting you  access  to 90 years of personal relationships with   professional athletes.   We want to make your world come to life by who you are & how you move.

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Collaborate with key running events & launch a virtual marathon  #claimyourspace campaign  which feature a mobile app to help runners stay in touch with their support system.  Leverage on relevant influencers & pro athletes  endorsement  on social media whose brand & values aligns with OnTrak & how OnTrak help them level up. Inspiring/motivational   videos  featuring pro athletes’ journey of them overcoming odds & embracing their commitment towards sports.   Sponsorship  of running events, fitness festivals, marathons where target audience reinforce brand positioning eg NY Marathon. Fostering community  via: Branded content  showcasing the brand’s journey, what customers say, the work it does to support athletes/good causes, perfecting innovations. - Amplification Channels: Targeted ad campaigns on social media. Organic posts to encourage/inspire sharing. ATL: Banners, billboards, magazines with emotive imagery & in OnTrak attire.

Create ‘ How to’ video tutorials  – eg product demo, running tips, maintaining your gear, healthy mindset etc Eg Nike ‘Tips in Stride’. ( How to Keep a Healthy Mindset While Training ) 24 Blogs & social media posts  on pro athletes/influencer testimonials & stories, tips on nutrition, performance recovery, injury prevention. Eg ( 2xu.shop ) 25 Fostering community  via: ‘Style with OnTrak’ IG post  featuring how OnTrak products fit into the lives of pro athletes/influencers/our community, as a product push lever. Live streams/FAQ sessions  with pro athletes via FB & IG Live to answer qns related to running, fitness, health, personal journey. Seek feedback  from community on FB/Twitter about favourite products/workouts apparels etc. Virtual 360 degree fitting room.  Customisation feature in app  for clothing, shoes.  Personalised experience on website that  remembers preferences  & suggest items that best fit needs.  Organise  running/fitness related events/workshops/camps . -- Amplification Channels: Blog/social media for content creation/curation. Organic posts to encourage UGC. Social media boost to publicise latest blogs, tutorials, live sessions, events. In-store advertising to encourage visit & follow OnTrak social platforms & events.

Create  custom campaign social media #  to foster brand affinity while showcasing consumers’ purchases/experiences/journey. #claimyourspace  competition leaderboard . Eg; ( The Peloton Community ) 26 Viral  #OnTrak100 Days Challenge . The challenge requires followers to take on a personal goal, upload a pic & 100 days later, upload a new photo for a chance to win a year’s worth of OnTrak products. Weekly updates with OnTrak leading experts on (a)  latest pdt innovations & tech trends  to  differentiate  OnTrak from competitors,  behind the scenes  of OnTrak, to foster  affinity  & (b)  advice/tips on fitness   holistically . Fostering community  via: Community chats on app  & ‘OnTrak Family’  FB group Exclusive  membership weekly newsletter  offering valued content & periodic promos Special  loyalty discounts & perks  for members eg preview of product launches, advance purchase, limited time offers. ( The Drum ) 27 UGC  of new product releases & reviews on YT by members. Events such as  Meet the pro athletes/influencer session  for further engagement Eg Gymshark pop up stores tours.   ( Gymshark ) 28 Brand influencers’ discount code . -- Amplification Channels: Social media to push # to track campaigns, events & new launches. Organic posts to encourage UGC. Social media for live-stream events/interviews/updates. In-store staff advertising to encourage signing up for membership upon purchase.

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Top of mind awareness as a leading, trusted, recognisable, athletic brand. Increase customer base & target larger audience. Penetrate & capture international audience. Forefront of cutting edge technology. Connect emotionally with consumers. Optimise sales volume & profit revenue. Maintain customer loyalty & retention.

Resonate with active lifestyle. Motivated towards personal best. Access to high performance,  comfortable, stylish products. Access to inspirational content to empower & inspire. Online/digital accessibility. Feel part of a like-minded community.

#claimyourspace Bringing out your best performance through innovation, comfort & style for the professional & amateur runners, leading an active lifestyle.

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Twitter Square Icon #103645 - Free Icons Library

Objective: To drive brand awareness & encourage participation of a #claimyourspace virtual marathon amongst digitally savvy runners leading a healthy, active lifestyle.

Paid Ads Run a video campaign for OnTrak’s virtual  #claimyourspace  marathon event to increase participation & engagement. Sponsorship Agreement Tactical alignment with key running events helps serve content & elevate campaign ad with specific targeting to obtain more qualified leads. Active Social Listening Be notified anytime when there are any OnTrak #claimyourspace marathon mentions & jump in on relevant conversations on Twitter & FB & offer discount codes to encourage conversions.

Organic Media Reach Running tips & tricks videos for amateur runners prepared by pro athletes to help them prep for the marathon. Connect & engage with audience through live streaming & videos.

Stayon T rack weekly newsletter Share content through FB & IG with a summary of community members who have been taking part in #claimyourspace virtual marathon . Content  around  nutrition , fitness tips & online promo for OnTrak’s fitness gears to prep for the #claimyourspace virtual marathon, will be showcased.

Create an AR filter marathon experience IG/Tik T ok users can join the immersive AR format on a treadmill or against a scenic cityscape running route. To generate brand buzz & product amplification, an AR filter showing the  runner  wearing   OnTrak   headband/related products can be applied.

Influencer Engagement For greater product push lever, engage  influencers & pro athletes to actively promote their preferred running gears & how they use them to  prep  for   #claimyourspace virtual marathon .

OnTrak App Run promotions & discount to encourage sign-ups for the #claimyourspace virtual marathon. The app will also feature a virtual support system where runners can  s tay connected with family, friends, peers to receive virtual encouragement. Runners can also locate the nearest running route for them to join in with this app. #claimyourspace Community Challenger of the Week: By highlighting community members & their weekly achievements in a weekly roundup pushed out on social esp on FB & IG, it helps brand recall. By participating in the  #claimyourspace  campaign, participants become advocates for OnTrak’s brand values, extending reach & engagement.

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PAID ADVERTISING Specialise in paid media such as Google Ads, media buying, PPC advertising on various social media channels.

SEO & SEM - Manage performance marketing, conversion & online customer acquisition. - Identify & evaluate relevant content, provide recommendations & guidance.

PRODUCT MARKETING - Develop new OnTrak sub brands & products to market & highlight Unique Selling Points. - Develop different marketing strategies for current core & new priority target audience.

CUSTOMER EXPERIENCE Oversee & manage entire customer experience (Qns on pdts, refunds, service recovery etc). Special attention on social media listening & monitoring to assist customer entire buying journey. Initiate marketing initiatives based on customer insights.

CONTENT MARKETING      -Set up multi-functional content team to generate relevant content for every micro moment, ensuring consistency across touchpoints & campaigns. -Align content creation, tactics & experience flow across channels on OnTrak assets eg UX design, video, visual, copywriting.

SOCIAL MEDIA Create engaging content following customer journey to drive brand awareness, boost leads & sales.

DATA INSIGHTS Set up a data analytics team for detailed study on new target audience, customer journey & using it to anchor initiatives. Provide insights into customer journeys based on data from purchases, campaigns & service satisfaction.

SET CLEAR GOALS Set digital & customer-first SMART goals & KPIs & align across teams. Project Mgt framework to divide responsibilities. Set up a proper workflow. COMMUNICATION Monthly meetings to align on strategy & share challenges. Bi-weekly team meeting to follow up on ROI. Weekly brainstorming & progress update. LEVERAGE RIGHT TOOLS Create centralised work mgt platform storing all info. Recruit collaboration tools (eg Microsoft Teams) allowing team members to share content, ideas and leads. Supplement with appropriate digital & customer service hiring/training/rewards.  REVIEW, RECONFIGURE, REPEAT Regular review for greater efficiency (eg customer journey, perf of content, 3H matrix). Create a safe space for feedback.

Aligns Organisation around Customer Centricity. Ensure the appointment of a Digital/Customer Service Champion in each team and nurturing of staff as brand advocates. Work closely with top management to ensure that marketing activities meet corporate objectives. Collaborate with IT Dept to incorporate technology that digitalizes & improves marketing activities and customer experience.

Leadership  Taskforce (Heads of Senior Management, Marketing, Customer Service, R&D & IT)

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1 https://www.alliedmarketresearch.com/sports-apparel-market ² https://www.theatlantic.com/ideas/archive/2018/10/bicycle-bloomers-yoga-pants-how-sports-shaped-modern-fashion/574081/ ³ https://www.statista.com/statistics/1065284/wearable-devices-worldwide-spending/ ⁴ https://www.statista.com/topics/1743/running-and-jogging/ ⁵ https:// www.wellnesscreatives.com /gym-market-statistics/ ⁶ https:// econsultancy.com /five-retail-lessons-sportswear-brand- gymshark /[SC1]  ⁷ https://www.customercontactweekdigital.com/customer-insights-analytics/articles/nikes-top-3-priorities-for-the-digital-customer-experience ⁸ https://techcrunch.com/2019/10/01/the-future-of-sports-tech-heres-where-investors-are-placing-their-bets/?guccounter=1 ⁹ https://www.rolandberger.com/en/Insights/Publications/Adidas-is-racing-ahead-into-the-digital-future.html 10 https://www.marketingweek.com/how-new-balance-is-reinvigorating-its-brand-to-move-away-from-its-lifestyle-image/ 11 https://sproutsocial.com/insights/data/social-media-connection/ 12 https://view.ceros.com/oliver-wyman/value-sourcing-1-1-1-1/p/1 13 https://blog.hubspot.com/marketing/marketing-to-millennials 14 https://www.grandviewresearch.com/industry-analysis/sportswear-market 15 https://www.digitalcommerce360.com/2020/08/06/roundup-adidas-ecommerce-boom-helps-out-as-store-traffic-picks-up/ 16 https://www.athleticbusiness.com/marketing/how-brands-break-through-to-millennials.html 17 https://www.grandviewresearch.com/industry-analysis/athleisure-market 18 https://www.fibre2fashion.com/industry-article/5525/athletic-wear-leads-the-race-in-the-global-apparel-market 19 https://finance.yahoo.com/news/157-billion-growth-global-activewear-233000639.html?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuYmluZy5jb20v&guce_referrer_sig=AQAAAA7KfoDczAhqn0jUgRoJlxVEa5fP7zcI65xrSNSvdhR_--WnszfownbRe1y9CyX8lLJzjCfPWKVtOG3lbjV_WyepwFl3aj-wvMkA4ewhxffJN_o_msFDbzBDf5lc1REfVoMJFC-7KWdlANmX_t5E7LJJxbX9JyYEXQ6cUZf1LGag 20 https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/adidas-sports-mobile-trends/ 21 https://www.pods.com/business/blog/millennials-are-spending-more-money-on-fitness-than-on-college-tuition/ 22 https://www.nielsen.com/us/en/insights/report/2018/millennials-on-millennials-tv-digital-news-consumption/ 23 https://review.content-science.com/millennial-content-consumption-fact-sheet/ 24 https://www.youtube.com/watch?v=aPb5KD1bWAg 25 https://2xu.shop/index.php?route=pavblog/blogs 26 https:// www.youtube.com / watch?v =9OsjyXghFZ8&list=RDCMUCrGjmFNE5m3ffHv-YWE7scw&index=14 27 https://www.thedrum.com/news/2019/06/10/adidas-welcomes-uk-market-its-us-consumer-rewards-scheme-creators-club 28 https://www.youtube.com/watch?v=gr_mRs5B4-s

MARKETING PROPOSAL FOR ONTRAK

 Opportunity to  increase sales : Significant  ↑ in runners  & people are getting more  health conscious ⁴ . Rise of athleisure  (comfortable+stylish sports products). “This is no longer a trend, it is now a lifestyle…” (Marshall Cohen, NDG Group). 1/5 Americans (65 mil) belonged to at least one health club/studio ⁵ .

slide2-hotlink151

 Opportunity to  engage consumers differently : Sports brands l everaging on digital  in big way eg Gymshark, Adidas, Nike ⁶ . Increasing  use of AR/AI & mobile app  eg Nike Fit, Jordan Breakfast Club, SNKR ⁷ .

slide2-hotlink152

 Tech Impact on Sports for next 12 mths ⁸   

slide2-hotlink157

 Ability to  tap on new target segment  without alienating current core: Growth of  sports apparel market  to reach $248.1 bil by 2026 1 . Growth of  athleisure sector  ↑ 42% in last 7 yrs ² .globally. Global Health & Fitness  wearable  spend to reach over $90 bil in 2022 ³ .  In US, 60m people run, jog, trail walk. >110m walk for fitness (Statistica).  

slide2-hotlink160

 1. Revamp brand vision, mission, values. Transform insular brand image to a  globally accessible brand  built on legacy of  excellence . Adidas sales ↑ 57% ⁹   & New Balance 15% 10  with brand revamp.

slide4-hotlink192

 2. Leverage strong relationships with pro athletes for  impactful storytelling  to  build an emotional connection with consumers. 76% would buy  from a brand they feel  connected  over a competitor 11 .

slide4-hotlink193

 1. Synergise objectives & strategy across functions for  seamless experience at the Moments of Truth. Apply social listening. 73%  looks for  specific item  per visit in a multi-brand store/site 12 . 

slide4-hotlink197

 2. Use  targeted approach  to appeal to different groups (pro athletes, millennial amateur runners) e.g. targeted offers, at the right time, in the right channels with the right content. 9/10  millennials  have smartphone. 35% believe that UGC are more memorable & 54% check YT daily → ie how  vital mobile marketing & content creation  are for this segment for eg 13 .

slide4-hotlink198

 1. Enhance OnTrak’s digital presence, harness  social media      capabilities  and have a strong  mobile strategy  focus. Online channel fastest  growing at 10.9% CAGR 14 . Gymshark & Adidas effective digital strategy →  market leaders  (VisionCritical, 2019).  Gymshark  YOY sales ↑ by  200%  (beeketing.com, 2019).  Adidas  saw e-commerce  ↑2X  in challenging 2020 15 . 50% of  mobile ads  viewed had a  moderate/high influence  on  purchasing decisions . (Bain, 2016) 2. Use Hero, Hub & Help for rich content marketing & social     engagement to cater to consumers’ intent & needs. Build     brand trust & loyalty through thriving  OnTrak’s community . 62% of Millennials  likely to be  loyal  customer if brand  engages them on social networks 16 . 3. Leverage  data  (eg google analytics,fitness trends) to acquire,     nurture & convert.

slide4-hotlink200

 1.  Maintain innovative product excellence      (i.e. hygiene factor especially for pro      athletes) & customisation as      differentiator. Premium segment  is the  largest product segment  at 65% share in 2018 17 . 2.  Create sub brands  for the amateur     runners who are willing to pay, to invest     in their fitness goals, value comfort &     style. Global athleisure market: ≈323b  (PR newswire, 2018) 64% US adults wore sports clothes/shoes  as part of  everyday lives  (Statista, 2021). Athleisure sales in US $155 bil  in 2018 (NDP, 2018).

slide5-hotlink216

 1. Build  US market then   expand globally  to reduce single country risks. US sportswear market  is the  largest globally  accounting for 41% of total sales followed by EU 18 . Global activewear  apparel market  set to grow  by $157.1 bil, CAGR of almost 11% during 2020-2024 1 9 .

slide5-hotlink217

 1.  Leadership style  to encompass: Customer-First, Collaboration, Innovation, Digital Champion. 2. Move towards  digital first  &  customer-centric  approach. 3.    Single voice for  seamless         customer experience . Adidas unified data & content strategy  for Ultraboost -  75X ↑ in conversion rates 20 . 4.    Break department silo .

slide5-hotlink219

 - Digitally savvy, socially engaged, open to online shopping 22 . - Search for health tips/inspiration online. - Highly conscious of trends. - Use fitness tracking app. - Open to sharing content around their fitness journey. 

slide6-hotlink232

 - Use of Social Media: FB, YT, IG, Twitter, Snapchat, TikTok 23 . - Consume blogs, attend online forums, seek tips & advice from influencers & relevant brands. 

slide6-hotlink237

 Create ‘ How to’ video tutorials  – eg product demo, running tips, maintaining your gear, healthy mindset etc Eg Nike ‘Tips in Stride’. ( How to Keep a Healthy Mindset While Training ) 24 Blogs & social media posts  on pro athletes/influencer testimonials & stories, tips on nutrition, performance recovery, injury prevention. Eg ( 2xu.shop ) 25 Fostering community  via: ‘Style with OnTrak’ IG post  featuring how OnTrak products fit into the lives of pro athletes/influencers/our community, as a product push lever. Live streams/FAQ sessions  with pro athletes via FB & IG Live to answer qns related to running, fitness, health, personal journey. Seek feedback  from community on FB/Twitter about favourite products/workouts apparels etc. Virtual 360 degree fitting room.  Customisation feature in app  for clothing, shoes.  Personalised experience on website that  remembers preferences  & suggest items that best fit needs.  Organise  running/fitness related events/workshops/camps . ----------------------------------------------------------------------------------------- Amplification Channels: Blog/social media for content creation/curation. Organic posts to encourage UGC. Social media boost to publicise latest blogs, tutorials, live sessions, events. In-store advertising to encourage visit & follow OnTrak social platforms & events. 

slide9-hotlink341

 Create  custom campaign social media #  to foster brand affinity while showcasing consumers’ purchases/experiences/journey. #claimyourspace  competition leaderboard . Eg; ( The Peloton Community ) 26 Viral  #OnTrak100 Days Challenge . The challenge requires followers to take on a personal goal, upload a pic & 100 days later, upload a new photo for a chance to win a year’s worth of OnTrak products. Weekly updates with OnTrak leading experts on (a)  latest pdt innovations & tech trends  to  differentiate  OnTrak from competitors,  behind the scenes  of OnTrak, to foster  affinity  & (b)  advice/tips on fitness   holistically . Fostering community  via: Community chats on app  & ‘OnTrak Family’  FB group Exclusive  membership weekly newsletter  offering valued content & periodic promos Special  loyalty discounts & perks  for members eg preview of product launches, advance purchase, limited time offers. ( The Drum ) 27 UGC  of new product releases & reviews on YT by members. Events such as  Meet the pro athletes/influencer session  for further engagement Eg Gymshark pop up stores tours.   ( Gymshark ) 28 Brand influencers’ discount code . ----------------------------------------------------------------------------------------------------- Amplification Channels: Social media to push # to track campaigns, events & new launches. Organic posts to encourage UGC. Social media for live-stream events/interviews/updates. In-store staff advertising to encourage signing up for membership upon purchase. 

MARKETING PROPOSAL FOR ONTRAK

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