Izzy McMahon Success Story with The Lacrosse Marketing Co.

CLIENT START DATE

October 17, 2022

INDUSTRY

Lacrosse

38%

Average Open-Rate in Marketing Emails

149%

Increase in Email List Subscribers

4.9/5

Star Review Rating from Training Clients

Introduction

IM Training’s mission is to deliver elite training to athletes of any age, skill level, and sport. Their goal is to elevate athletes’ abilities by training efficiently, reducing the risk of injuries, and developing discipline and mental fortitude. The experience that one will have working with IM Training will not only enhance their athletic capability but also help them excel in endeavors beyond the playing field. IM Training works to ensure that all athletes receive the safest and best training for their respective sport and goals.

Challenge

Izzy McMahon was a standout lacrosse player for the University of Southern California’s Women’s Lacrosse team. After graduating, she began playing Pro Lacrosse for Athletes Unlimited and moved to Seattle. She was looking to get her sports and women’s lacrosse training business off the ground with a new website, event signup system, and email list creation. Izzy was referred to us by PLL Archer, Ryan Ambler, in the fall of 2022, and she wanted to have her business up and running by the start of 2023.

Solutions

Starting from a clean slate made this project an absolute blast to work on. Izzy wanted to utilize her vast library of media, including lacrosse articles, training videos, and on-field images to help make the site more lively and engaging. We used those elements to surround her four core offerings: Team Training Programs, Sports Performance & Speed Development, Women’s Lacrosse Clinics & Events, and Women’s Lacrosse Instruction. With a quick turnaround needed before spring lacrosse started, we moved quickly to set up her backend systems first.

Solution 1 - Slack, Google, Zapier

First, we set Izzy up on the Holy Trinity (Slack, Google, Zapier) and onboarded her to HubSpot to start working on her contact list of around 100 players and parents. Slack was critical as we continued to build out our contact database and design forms and automated emails on HubSpot each day. Google became the central nervous system for all incoming site contact forms, support tickets, and event inquiries, while Zapier did the heavy lifting of uploading new attendee signups from LeagueApps into HubSpot. This system is arguably the most valuable element that we build and offer.
Solution 2 - HubSpot's CMS

Next, HubSpot’s CMS not only became the hosting ground for the new website, but its versatility allowed us to take Izzy’s offering of Team Training Programs to the next level. We developed a password and domain-protected 12-week training program for a Division I Women’s Lacrosse team. HubSpot’s flexibility with indexing, videos, privacy, and scheduled rollouts allowed us to knock this offering out of the park. It has now become a flagship offering at IM Training.
Solution 3 - HubSpot Email Marketing

The straw that stirs the drink - HubSpot’s Email Tool. Once we launched our new website, had LeagueApps up and running, and finalized our new email list, it was time to reach out to the masses. Over the course of several months, I designed drip campaigns for training events across the West Coast. IM Training’s attendance steadily increased, as did the positive feedback, and ultimately set our average email open rate to 38% (the average rate is 21.5%). Izzy successfully built a devout following of players and parents, allowing her to increase her training offerings in a short period of time. Why? Effective communication.

"My business would not be where it is without the Lacrosse Marketing Company. Ryan has been of massive help when it comes to taking care of logistics, marketing, presentation and creating my online webpage. His communication, enthusiasm and genuineness has allowed me to put all my trust in Ryan and his ideas. He's gone beyond my expectations and I could not be more grateful to be one of the Lacrosse Marketing Co's clients. So excited to continue to grow with Ryan and TLMC!"

- Izzy McMahon, IM Training

Results

Izzy has been successful with everything that she’s done in life so far, so it’s impossible for TLMC to take all the credit for the rise of IM Training. We did what we do best: simply built her a system to handle the growth, sustain that growth, and allow her to utilize those tools for fewer dollars, in less time. She offers an amazing service, wisely invested in her backend, and has reaped the benefits since. We’re lucky to call her a client!

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