Ryan Waddell
Overview
Dylan,
I'm excited about the opportunity to potentially work with you on expanding the Platform Lacrosse Training Academy's (PLTA) marketing efforts.
Following our initial conversation, our shared goal will be to build out PLTA on HubSpot’s CRM, redesign your website, implement an Instagram growth strategy, and roll out an email process for in-person training sessions, as well as an online content subscription offering through Memberspace.
I am confident that the course of action outlined below is the most cost-effective and sound path to get our venture going.
I'm a devout believer in the power of HubSpot, and it’s where my passion and skillset thrive. My work will position HubSpot as the central nervous system of PLTA’s backend and marketing efforts, allowing you to focus the bulk of your time on coaching customers and creating new content for the website.
Let's get down to brass tacks.
Needs and Solutions
Effectively, the Platform Lacrosse Training Academy needs to improve its online presence. The following strategy is curated for a 12-month plan, focusing on five key areas that require improvement:
- HubSpot Buildout
- Website Design
- Instagram Marketing
- Email Marketing
- Content Subscription Offering on Memberspace
To get started on this, I recommend that you purchase and subscribe to the HubSpot Starter Customer Platform for $20 per month.
What's Included
- HubSpot Buildout: Starting your contact database in HubSpot's CRM will enhance your digital rolodex of contacts and email communications moving forward. As we add, categorize, and create lists (buckets, segments, etc.) with our contacts, our goal is to grow these lists over time through increased: (1) Instagram presence by continuing our new strategy, (2) email communication with new site visitors, (3) email list subscribers/current customers, and (4) interest from players, parents, and coaches you have networked with at past and current event sessions.
- How do we determine improvement? We will compare Platform Lacrosse Training Academy's total number of quality contacts at our start date to those same metrics at the end of our project. This ensures we market with intent, with every dollar being responsibly allocated.
- Deliverables: Contact database buildout, forms, automations, etc., within HubSpot.
- Website Design: The most critical item needed is a new website that will be created on HubSpot. I recommend we start with 5 pages to keep things streamlined: Home, About, Offerings, Contact, and Online Content Subscription pages. Additionally, the new intake system for the business will focus on creating Forms in HubSpot for the site. These Forms will automatically funnel to our contact dashboard, with each contact being added to their appropriate list (coach, women’s player, men’s player, etc.). The goal is for every person who interacts with PLTA to be logged into our system for improved marketing month over month into 2025.
- How do we determine improvement? This goes hand in hand with our HubSpot Buildout and shares the same deliverable: compare Platform Lacrosse Training Academy's total number of quality contacts at our start date to those same metrics at the end of our project.
- Deliverables: A new, mobile-friendly, and fast-loading website, featuring updated imagery, testimonials, Instagram integration, and an email list sign-up.
- Instagram: There will be two routes offered below, with a Lite strategy at 20 hours per month and a Pro strategy at 40 hours per month. The difference between both offerings will consist of the number of hours invested in posts/reels per week, outreach/growth hours per week, design hours per week, and posting hours per week.
- How do we determine improvement? We will pivot the account strategy to improve organic growth related to our services in our geographic area. Cadence is key; we want a steady presence of Platform Lacrosse Training Academy across the feed of players, coaches, and program directors not only in the Syracuse area but also throughout the Northeast US. While finding and connecting with potential subscribers is crucial, making a PLTA training session desirable to players is equally important.
- Deliverables: We will measure the amount of traffic and signups that Instagram generates each month. These are the same forms mentioned above that will be created in HubSpot and act as the centerpiece of our marketing efforts.
- Email Marketing: Design and implement three new templates: one for a bi-weekly content/event notification email, one for a monthly newsletter, and one for a site submission auto-reply. We will then use our contact lists created above to lay out a drip strategy for upcoming events and monthly newsletters. This drives home brand awareness and presence to players, coaches, parents, directors, etc.
- How do we determine improvement? Engagement numbers with emails, increased number of quality contacts on our lists, and event registration spots filled sooner.
- Deliverables: Two (2) bi-weekly content/event emails (email marketing design & maintenance), and one (1) monthly content/newsletter (email marketing design & maintenance) and one (1) site submission auto reply.
- Content Subscription Offering on Memberspace: The client will purchase a Memberspace subscription, allowing us to create a paywall capability. This capability will be implemented on our Online Content Subscription page, which will house our videos. All subscription signups, management, and payments will be handled through Memberspace. Now is a good time to start thinking about package and pricing options.
- How do we determine improvement? This is the most straightforward of all metrics because we will be able to track the number of subscribers and our growth over time.
- Deliverables: A paywall-protected Online Content Subscription page on HubSpot, integrated with Memberspace, plus an automated feature to bring all new subscribers into our HubSpot Contact Dashboard.
Retainer Options
Option #1: Lite Marketing and Social
- Contact Database, Email Marketing, Website Improvement items listed above, with 20 Hours of Instagram Marketing per month.
- A conservative but sound approach to aligning backend systems, with a moderate social push to prepare for 2025 expansion.
- 5 Hours, 3 Posts/Reels, 2.5 Hours of Growth and Outreach, 1.5 Hours of Design, 1 Hour of Posting per week
$2,260 per month
(September 2024 through August 2025)
Option #2: Pro Marketing and Social
- Contact Database, Email Marketing, Website Improvement items listed above, with 40 Hours of Instagram Marketing per month.
- A deeper and more robust approach to aligning backend systems and automations, with an aggressive social push to prepare for 2025's events.
- 10 Hours, 5 Posts/Reels, 4 Hours of Growth and Outreach, 4 Hours of Design, 2 Hour of Posting per week
$3,010 per month
(September 2024 through August 2025)
Your Custom ROI Calculator
This tool allows you to clearly see the value of your investment alongside your current offerings. It’s tailored specifically for you, so feel free to plug in your own numbers as needed. Doing so will provide a more accurate picture of your goals for the next 12 months and help you adjust your strategy to achieve them.
The Value
- Scalability: HubSpot is a cost-conscious, long-term solution that can manage your systems without you needing to do any heavy lifting. For $20 per month, we will have our entire contact database, email marketing system, form creation area, and operating system in one place. This grows in tandem with the business, eliminating the need to balance multiple software and subscription fees.
- Efficiency: By not using a bloated marketing agency that only performs surface-level efforts, my entire focus is on improving the efficiency of your marketing efforts and the brand’s overall presence. You'll spend fewer hours handling these tasks and their breakdowns, while I make improvements on my end to hit your desired ROI.
- Continuity: Over months of daily maintenance, updates, and activity, PLTA will run in tandem across Instagram, it's website, their email, and their subscription offering. This continuity positions us to increase our online visibility, expand our audience through increased activity, and achieve our registration/signup goals sooner. Over time, this well-oiled machine will become more robust as we gain momentum in our strategy.
Next Steps
- Review: Look over the proposal and provide any feedback that you may have by Friday, September 6th. This Proposal expires on Saturday, September 7th.
- Follow Up: On Friday, September 6th all revisions and or additions requested will be adjusted on the proposal. Target start date will be Monday, September 9th.
- Agreement: Once the proposal is agreed upon, a quote will be generated and sent to you for an eSignature.
Seeing Results
"Working with Ryan and Wild Rover has been such a great and energizing experience. His professionalism and initiative have helped us to make great progress in a short time in all of our marketing and CRM systems. He has been a difference maker for our business and overall just a pleasure to work with!" - Matt Dunn, First Class Lacrosse
"When determining who to work with, it’s critical to find individuals who have similar values, who I can trust, and who can execute. Ryan is not only a kind, trustworthy person outside of business, he has an insatiable work ethic and produces excellent results. Giving Ryan the opportunity to recreate our company’s website and enhance our marketing efforts is one of the best decisions I’ve made since my business’ inception." - Mark Glicini, Mark Glicini Peak Performance
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