運動前線 Sportsline

Sportsline是一家提供整體運動服務的健身領域品牌。藉由全方位的體能檢測系統,以專業復健醫療為基礎,為個人需求量身定制能達到最有效的診斷/ 治療/ 訓練的健身方法。 Sportsline 在競爭激烈的專業運動員領域中一直很受歡迎。然而,為了擴大影響範圍和規模,我們幫助Sportsline 重新將自己品牌定位成“為大眾提供職業運動員等級的運動訓練服務”,以提供“精英型體育服務”為目標。

Sportsline, a brand in the Health and Fitness Industry, is a holistic Sports services company which provides an all-encompassing system, created from the sum of several professional medical solutions in-order to arrive at the most effective and efficient diagnostic/therapeutic/training methods - Tailored for the needs of the individual. Sportsline has always been very popular amongst competitive Athletes. However, in order to expand scope and scale we helped Sportsline to be positioned as the “Professional Athletics and Sports Service for the Masses” offering “Elite Sports Services to All!



CHALLENGE

Sportsline在愛好健身的群體以及專業運動員中非常受歡迎。但是,由於高度的專業科學訓練形象,Sportsline只吸引了專業運動員,無法擴展業務到更廣泛的族群。為了改造品牌成為健身市場“主流”,我們創造了一個有擴展潛力並與大眾生活型態緊密結合的品牌模型,目標是鎖定更全面的追求健康與健身市場族群,從而提高品牌在整體健身領域的知名度,並提升市場佔有率。

Sportsline became very popular amongst the health and fitness community and professional athletes however, with a highly scientific and technical image Sportsline was only able to attract professional athletes and was unable to scale the business. In order to take Sportsline “mainstream”, we helped create a scalable lifestyle branded model targeting the full spectrum of the Health and Fitness Market thereby enhancing its brand awareness in the general Wellness space and greatly increase its overall market share.






CONSULTING WORK

A.診斷與策略 • 評估銷售流程: 短期-調整現有模式以強化SOP /提高轉化率; 長期-開始建立具擴展性的銷售 SOP策略
• 商業模式評估 • 品牌架構評估
• FAB分析 • SWOT 分析 • 競爭對手分析
• 顧客調查: 針對現有客戶及參加體能檢測的體驗者
數位媒體檢視
• 競爭對手的數位媒體分析,包括:網站流量,Facebook,Twitter,YouTube,電子報,部落格,線上直播
• 分析現有數位行銷方式和活動舉辦的現狀和機會點

B.品牌與發展 • 鞏固品牌構成元素: 包含願景/文化與價值觀/定位與差異化/商業模式/品牌承諾和支持/品牌識別
• 品牌關鍵訊息建立:品牌口號和廣告標語/命名和言語設計開發
• 制定符合業界標準的數位媒體策略
• 針對管理階層/整個公司/銷售部門/行銷部門舉辦多次培訓
• 制定銷售管道策略

C.溝通與推廣 • 促銷和媒體計畫:收集並建立媒體聯絡人的數據庫。分類並為新開幕活動做準備
• 持續舉辦行銷活動和活動參與:策略性分析廣告活動目標和投資回報率,設計開展合適的促銷活動、行銷和溝通工具以及公司全面的投入參與


A.Audit and Strategy • Evaluate Sales process: 1. Short term - Enhance SOP / Conversion rate by temporary modification 2. Long term – Begin to create the strategy for Sales SOP for scalability
• Business model • FAB Analysis
• Brand architecture • SWOT Analysis
• Competitor Analysis
Digital media Audit
• Competitors’ social media overview including: Website traffic, Facebook, Twitter, LinkedIn, YouTube, Newsletters, BLOGs, Webinars/podcasts
• Outline Sportsline’s current situation and opportunities regarding its digital marketing presence and activities.

B.Branding and Development • Solidify the brand key ingredients: Vision / Culture and Values / Positioning and differentiation / Business model / Brand promise and support / Brand Identity
• Key messaging: Slogans & Taglines / Naming and linguistical design and development
• Develop a Digital Media Strategy to meet industry standards
• Held numerous Training workshop for: Executives / Full company / Sales / Marketing
• Sales Channel Strategy and Development

C.Communication and Promotion • Promotions and Media: Collect and create a database of all current media contacts. Categorize and prepare for relaunch and campaigning purposes
• On-going marketing events and Campaign involvement: Strategically analyze campaigns - targets, ROI and design and develop suitable promotions activities and marketing and communication tools and full participation



RESULTS

Portsline從香港半職業運動員的小眾市場為起點,發展成為亞洲健身中心市場的重要參與者,在媒體上聲譽卓著。並與知名國際品牌結成夥伴關係,獨家代理亞洲產品經銷。Sportsline成為多元媒體訊息來源,每月舉辦不同運動產業活動。而針對主要體育活動的年度盛會,吸引了來自MBA,FIFA,網球,高爾夫等不同領域的演講者和合作夥伴。

數位媒體數據成果:
•  Facebook瀏覽人數超過2,000,000
•  客戶互動人數超過1,000,000 (累積至 2019 十月)
•  台灣地區活動參與人數超過500,000 
•  品牌形象影片瀏覽次數超過 2M  
•  網站頁面瀏覽次數超過 65,000
•  平均CTR 4.5% 

 

Sportsline grew from a niche entity in the Hong Kong’s semi-pro athlete market to a significant, multi-segment player in the Asian fitness market, gaining notoriety in the media and forging partnerships from established global brands, who collaborate exclusively with Sportsline to distribute their products in Asia.
Sportsline became a well-established media source both on and offline holding monthly industry events, as well as annual conferences in all major sports attracting speakers and partners from the MBA, FIFA, International Tennis, Golf and more.

Digital Media Data Results:
•  2,000,000+ Facebook reach 
•  1,000,000+ Engagement (so far in 2019 – up to October)
•  500,000+ Taiwanese reached for events 
•  Branded video views 2M+ views 
•  Landing page views 65,000
•  Average CTR 4.5% 



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