Hi Jaclyn,
This proposal outlines a comprehensive, strategic plan of support for Athleats Nutrition designed to create greater ease, clarity, and consistency around marketing while supporting measurable business growth. The goal is to build a stronger marketing foundation that not only helps attract and convert the right clients, but also creates sustainable systems that can support the business long term. Each phase is intentionally designed to align marketing efforts with clear goals around client acquisition, visibility, efficiency, and revenue growth, with measurable outcomes that allow us to evaluate what’s working, refine where needed, and continue building momentum. Happy to discuss further and answer any questions!
Karen
Overall Assessment of Athleats Nutrition
Target demographic: 35-45 year old “Equinox members”. Individuals who are invested in health and use their resources to continue to learn, move their bodies and fuel themselves. The ideal client is willing to not only pay for the service but finds value in the continued support and relationship that is built.
Top 5 Funnels & Lead Channels:
Word of Mouth: Most effective way and generally has a higher conversion rate but can be dependent on season and unreliable continuity/volume.
Ads: These require strategy and focus and generally have a greater conversion rate when directed to a source that is going to allow higher conversion rate like a website or a landing page that provides context.
Website is the main landing page that allows customers to understand the product your selling in long form content. Pick your own adventure where the client sees themselves reflected in either a service, a solution or a method.
Social Media: Short form content that is meant to be a lead generate so the client feels compelled to research further on the website or reach out directly through social media. Information needs to have a call to action.
Email Marketing: Lead generator for an existing audience
Below is the strategy we have in mind to implement and optimize the top 5 funnels and lead channels mentioned above:
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Systems & Organization
Audit and streamline your current business systems
Identify gaps, inefficiencies, and areas that are taking up unnecessary time
Organize your workflows, processes, and client management systems
Create systems for managing leads, clients, projects, and follow-ups
Set up automations to reduce repetitive administrative work
Establish a clear workflow for moving leads from inquiry to client
Lead Management
Review your current lead generation and intake process
Create a clear system for capturing and organizing new leads
Develop a consistent follow-up process
Establish lead stages so you know where each potential client is in the process
Create templates for inquiries, follow-ups, proposals, and next steps
Identify where leads are falling through the cracks
Develop a system for tracking conversations, opportunities, and conversions
Create a process for moving leads from initial inquiry to booked client
Automation & Workflow
Identify repetitive tasks that can be automated
Set up reminders and follow-up workflows
Connect your systems to reduce duplicate data entry
Create automated client and lead communications where appropriate
Establish a simple process for managing ongoing opportunities
Build a system that makes it easier to stay consistent with follow-ups
KCA Service:
Studio Day More Information Below
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Email Marketing
Review and clean up your current email marketing strategy
Organize and segment your email list
Develop a consistent email marketing plan
Create email templates for recurring communications
Map out a nurture sequence for new leads or potential clients
Build or refine automated email sequences
Create a content plan for newsletters and promotional emails
Make sure your emails are aligned with your brand, offers, and overall marketing strategy
Lead Nurture
Map out the journey from new lead to potential client
Create a nurture sequence for new inquiries and leads
Develop strategic follow-up emails that build trust and keep you top of mind
Create automated emails for common lead touchpoints
Develop messaging that educates leads about your services and value
Identify opportunities to re-engage leads who haven't responded
Create a strategy for moving warm leads toward booking or purchasing
Service:
Studio Day- More Information Below
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Social Media Strategy
Audit your current social media presence and identify opportunities for improvement
Clarify your content pillars, messaging, and overall social media direction
Develop a strategy that aligns your social media with your business goals
Create a realistic and sustainable posting schedule
Identify the types of content that will best support your brand and offers
Develop ideas for engaging, educational, promotional, and value-driven content
Create a plan for repurposing content across platforms
Content & Marketing
Map out upcoming content and campaigns
Develop a content calendar you can realistically maintain
Refine captions, calls-to-action, and messaging
Identify opportunities to promote your services, products, events, or offers
Create a strategy for increasing engagement and reaching the right audience
Develop a plan for turning social media followers into leads and clients
Social Media Ads
Review your current or past advertising efforts
Identify opportunities for paid social media campaigns
Determine the right audience and targeting strategy
Develop ad concepts and messaging
Establish campaign goals and key performance indicators
Create a strategy for promoting your offers, lead magnets, events, or services
Discuss budget allocation and ad spend
Develop a plan for testing and optimizing ads
Studio Day More information below
KCA Proposed Service: 3 Studio Days to Complete Phase 1,2 & 3
A Studio Day is a collaborative, implementation-focused experience designed to build meaningful progress in a single day. Rather than spending hours planning, we roll up our sleeves and create together—combining strategy, creativity, and execution to move important projects across the finish line.
Our Studio Days are delivery centric, this means we will be collaborating before the day begins and on the actual day we will be taking on the heavy lifting portion of completing the deliverables with our expertise.
KCA and clients meet 48 before the Studio Day to touch base and plan the day collaboratively.
Day begins at 9am and ends at 4pm
Morning: KCA team handles the implementation and creation of the email marketing campaign
Mid Day Check in: KCA meets with the client(s)/ client’s team to share and provide guidance on the assets being delivered.
Afternoon: KCA implements feedback provided by the client during the mid day check in and finalized deliverables.
This type of day is good for
A business that wants a hands off experience where the service is complete and set up all in one day.
A hybrid of this day is also available with Mastermind and Studio aspects of the day.
Implementation for Athleats Nutrition
Studio Day One:
Goal: Build the strategic foundation for how Athleats Nutrition attracts, nurtures, and converts its ideal clients.
Phase One: Systems & Lead Management
Build the infrastructure: Before generating more leads, we want to make sure there is a clear system for what happens when someone enters the Athleats Nutrition ecosystem.
Systems creation focused on client acquisition, client intake, overall client experience and off boarding
Internal system creation centered around CRM and how leads are funneled and handled
Lead generation and capture through email marketing
Freebie creation for start growing and segmenting the email list.
Studio Day TWO:
Phase Two: Email Marketing & Lead Nurture
Build the relationship.
Once the backend is organized, the next step is creating a system for staying connected to people who aren't ready to book immediately.
This is especially important for Athleats because the service itself emphasizes ongoing coaching, education, accountability, and long-term behavior change. The marketing should begin demonstrating that relationship before someone becomes a client.
This phase would include:
Audit current email list, email capture and segment existing audiences
Develop newsletter/content strategy
Map lead nurture sequence
Identify lead magnet opportunities
Create email topics and CTAs
Develop automation recommendations
Connect email strategy to services and sales goals
Studio Day Three:
Phase Three: Social Media Strategy Kit
Build awareness and drive traffic into the ecosystem.
I would specifically call this a Strategy Kit because you aren't managing their social media yet. You're giving them the messaging, structure, and tools they need to execute consistently—or setting the foundation for you to manage it later.
Include:
Social media audit
Ideal audience and messaging refinement
4–6 core content pillars
Brand voice and positioning guidance
Recommended content mix
Posting cadence
CTA strategy
30–60 days of content ideas
Sample post concepts
Reel/video topics
Educational content themes
Promotional content strategy
Content repurposing plan
Strategy for driving social followers to email/website
Recommendations for future paid ads
Investment
Studio or Mastermind Day
$1,800/ Day
Optional Hybrid Studio + Mastermind Format Available
Ideally, we would schedule our first Studio Day in early September, the second toward the middle or end of the month, and the third in early October. This timeline allows us to move through the foundational work efficiently and intentionally, while creating a strong marketing infrastructure to build upon. From there, we would be well positioned to move into the website project and ongoing social media management before the end of the calendar year.