Ryan Waddell
Overview
Grant,
I'm excited about the opportunity to potentially work with you on expanding The Players Academy’s (TPA) marketing efforts.
After our initial conversation, our collective goal will be to build out TPA on HubSpot’s CRM before creating an email sales strategy that will focus on increasing subscribers and overall brand awareness.
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 TPA’s backend and marketing efforts, allowing you to focus the bulk of your time on app development and new content for subscribers.
Let's get down to brass tacks.
Needs and Solutions
Effectively, The Players Academy needs to establish a marketing communication cadence. The current combination of Instagram and the TPA mobile app is great, but it’s too insular.
By building out a contact database in HubSpot, we will be able to take advantage of TPA’s current contact network, create segmented contact buckets, design a customer welcome email sequence, implement a customer drop-off email strategy, develop email promo strategies, and add CTA funnels to the website to expand our contact database from daily site visitors, among other things.
Simply put, we need to do a better job of leveraging the current traffic and exposure that you’re getting from Instagram into other mediums.
These are the items we need to prioritize:
- HubSpot Buildout
- Email Marketing
- Website Enhancements
To get started on this, I recommend that you purchase and subscribe to the HubSpot Marketing Hub Pro Bundle for $860 per month.
What's Included
- HubSpot Buildout: Starting your contact database in HubSpot's CRM will weaponize 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 your current strategy, (2) email communication with site visitors, (3) email list subscribers, and (4) interest from players, parents, and coaches you have networked with at past events and sessions.
- How do we determine improvement? Compare The Players 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
- Email Marketing: Design and implement two to three new templates: (1) for a monthly newsletter email, (2) for a bi-weekly content and offering notice email, and (3) a sales welcome sequence for new signups. We will then use our newly created contact buckets, mentioned above, to lay out a drip strategy for upcoming event and monthly newsletter emails after signup. This approach not only drives brand awareness but also provides insight into who TPA and the coaches are, what’s available in each corner of the app, reengages users who have fallen off from training, highlights other products you have available, and more. Success is not just about acquiring new signups; it’s about retaining them.
- How do we determine improvement? We will measure engagement numbers with emails, the increased number of quality contacts on our lists, and increased and retained app subscribers.
- Deliverables: Two bi-weekly content emails (email marketing design & maintenance), one monthly content/newsletter (email marketing design & maintenance), and under the 9-month option, signup welcome sequence design (sunset Mailchimp)
- Website Enhancements: A critical component of this strategy is adding site contact forms that will be created on HubSpot and integrated into the CTAs on theplayers.academy. These forms will automatically funnel data to our contact dashboard in HubSpot, with each contact being added to the appropriate list (coach, player, parent, etc.). The intent is for every person who interacts with The Players Academy to be logged into our system for improved marketing month over month into 2025. This is where elongated strategies, such as the sales welcome sequence, become impactful (see Retainer Option #2 below).
- How do we determine improvement? By implementing forms on the site with data fields created in HubSpot and customized to our needs, we will have quality data points to base (1) our future strategy on and (2) create our marketing buckets around. Fields such as Type of Customer, Player Position, Gender, Level Coached, etc., are all crucial in refining our marketing strategy over time and ensuring that each dollar spent is used as effectively as possible.
- Deliverables: Add CTAs for forms such as email list signup, free trial for app subscription, etc., all of which funnel into HubSpot
Retainer Options
Option #1: Lite for 6 Months
- HubSpot Buildout, Email Marketing, Website Enhancement items listed above, for 16 Hours per month.
- (96 total hours for an average of $194 per hour)
- A full sprint, but sound approach to aligning backend systems, a moderate push to prepare for 2025 events and offerings.
$3,110 per month
(October through March 2025)
Option #2: Pro for 9 Months
- HubSpot Buildout, Email Marketing, Website Enhancement items listed above, for 20 Hours per month.
- (180 total hours for an average of $144 per hour)
- A discounted and more robust approach to aligning backend systems and automations with the welcome sequence email strategy, an aggressive push to prepare for 2025 events and offerings.
$2,885 per month
(October through June 2025)
The Value
- Scalability: HubSpot is a cost-conscious, long-term solution that can manage your systems without requiring you to do any heavy lifting. For around $860 per month, we will have our entire contact database, email marketing system, form creation area, and operating system all in one place. This solution grows in lockstep with the business, eliminating the need to balance multiple single-tool software and subscription fees (looking at you, MailChimp), effectively becoming your de facto marketing department.
- Efficiency: By not using a bloated marketing agency that only performs surface-level efforts at the rate of a Manhattan attorney, my entire focus is on improving the efficiency of your marketing efforts and the brand’s overall presence over a longer period of time. You'll spend fewer hours handling these tasks and their breakdowns while I work on improving our outreach and retention strategies. In this way, we invest in one another, ensuring that success is mutually beneficial.
- Continuity: Over multiple months of daily maintenance, updates, and activity, The Players Academy will sync its efforts across Instagram, the website, and email. 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 make it easier to roll out larger events and milestones as we discover what works.
Next Steps
- Review: Take your time reviewing the proposal and provide any feedback that you may have.
- Follow Up: Before Monday, September 30th, all revisions and or additions requested will be adjusted on the proposal. Target start date will be Tuesday, October 1st.
- 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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