As in the previous Chapter’s exercise, you are a fitness center creating a campaign for people who want to get back into shape.
One of the personas you are targeting is Avery.
Avery is a person living in a major Canadian city center. They are their late twenties to early thirties and are in the top 20% in revenue in their city. With increased responsibilities at work and a newborn, Avery had put exercising aside for a few years. They feel sluggish, lack energy, and miss having a stronger connection with their body. With age, their body has also started to transform, and they have started to feel self-conscious about it. To remediate this, they want to get back into exercising weekly. They don’t have much time, and they also don’t know much about working out or the market—for example, where to work out or how to work out.
First, create a search ad (headline, description, and display URL, with a choice of keywords) for the awareness stage. Use longtail keywords.
Then, for this ad, sketch a landing page, using the five main elements we covered. You should be asking yourself the following questions:
What is the objective associated with awareness for consumers? How does this influence my search ad?
What stage of the RACE framework does awareness align with? What are the objectives for my firm at this stage? How does that influence my landing page design?
Next, using the ad you created in the first part of this exercise, think of two ways to transform your ad to fit the following social media platforms:
Instagram
LinkedIn
Identify which type of payment approach (e.g., CPC or CPA) you should go for and provide a reason why.
Finally, find a couple of influencers on Instagram that could help you with this campaign. Explain how you’d find these influencers and why they are ideal for your campaign, and decide which payment model to adopt to create a campaign with them.
