THE PITCH:
Content Marketing Strategy
Objective:
Stories begin with a pitch — a short proposal in the form of a letter that is submitted to your editor, client, or supervisor. The pitch explains the "WH's" of a piece of writing:
Why? (motivation for a piece)
Who? (the target audience)
Why/Who explains the motivation, audience, and theme of the text.
What? (components of the text)
Where? (medium/location for publication)
When? (schedule for completion)
Where/What/When explains how the writer will complete the project — what the parts will be (images, text, other media), where it should be published, and the writer's schedule for completing the work.
CLIENT: LIFESPA
Organization: LifeSpa, located inside of Life Time Fitness, understands how the body works and provides care that keeps you healthy. Their services were created with the well-being of the active, athletic human body in mind. Their products and services are curated with care. The owner, Bahram Akradi applies his more than 35 years of experience in the evolution of Life Time and its brand. Beginning with Life Time's category redefining, high-end, multi-purpose health, and wellness resorts, and extending to the development of comprehensive, healthy way of life villages that are destined to change the way consumers live, work and play.
To: Professor Howick
From: Sidayja Jackson
Date: March 10th, 2022.
Subject: Pitch to spread brand awareness from a content marketing campaign.
Hello Professor Howick ,
In line with LifeSpa’s mission to provide an entertaining, educational, friendly, and inviting, functional, and innovative experience of uncompromising quality that meets the health and fitness needs of the entire family. To become an inclusive spa that is inviting for all potential clients, I propose that we curate a content marketing campaign on our website. Highlighting the services that can be done and the value at what they can be brought at.
Creating a schedule for the spa to post tutorials videos and methods clients can use to maintain hairstyles for on an occurrence of a post on a bi-weekly basis. There will be events hosted throughout the campaign time frame to bring new guest to the spa. Located outside of the mall, clients have not had the best of luck finding the spa.
I propose that we create a series of educational videos that can be posted every Thursday via Instagram reels. Titling the series as “LifeSpa Tutorial Thursdays”. Each technician will have an opportunity to share a video from different locations within the company. This allows clients to meet their local technicians and helps the spa build their credibility. Using twitter to increase engagement, this platform will be used for customer service and frequently asked questions. Clients can follow Life spa on twitter for an opportunity to get connected to a live assistant, similar to the assistant available on the website.
Lastly, the events that Lifespa will host will endure the relationship they build within their community. Hosting fundraising events, where donators receive merch for their contributions will personalize their members experience. For social events to promote specific services, coordinators at the spa will create bundles of products that can be purchased as an incentive when receiving the service at a discounted rate.
With multiple ways to promote Lifespa to the community of family and friends, here is a start to the campaign that can generate a lead in gaining new members at the spa, which is not closed off to the public.
Let me know if you are interested!
Best,
Sidayja Jackson