Mark Glicini Success Story with The Lacrosse Marketing Co.

client start DATE

March 11, 2022

INDUSTRY

Lacrosse

87%

Increase in New Visitors on MarkGlicini.com

182%

Increase in Newsletter Subscribers

18%

Average Click-Rate in Marketing Emails

Introduction

Mark Glicini Peak Performance (MGPP) provides custom mental, physical, and nutritional fitness guidance, along with performance strategies, to elite athletes at the collegiate, professional, and Olympic levels. Their services also extend to coaches, teams, and business professionals seeking to enhance their performance. Founded by Yale graduate and professional lacrosse player Mark Glicini, MGPP has worked with Fortune 500 companies, college teams, and individual athletes across the country.

Challenge

I was introduced to Mark Glicini by former PLL Archers Defenseman and 2023 Champion, Matt McMahon. Mark was running a tiny website using Wix, along with a blog on WordPress, and needed help combining his online presence into one consolidated website. MGPP’s client book was expanding, and Mark was traveling across the country with the PLL’s Chaos and the NLL’s San Diego Seals, so I had to maximize the intro call we had together. From then on, he trusted me to get the job done. The additional challenge was that Mark’s domain was hosted on Web.com. My task was to get Wix, WordPress, and Web.com all consolidated and ready to onboard into HubSpot.

Solutions

After a lengthy intro call with Mark and his COO/Father, Rich Glicini, I established a master account sheet to gain access to everything I needed while they continued to focus on their day-to-day activities and Mark’s playing schedule. I always recommend that clients shift their domain host to GoDaddy because it’s 1) the easiest to navigate, 2) the most cost-effective, and 3) integrates seamlessly with HubSpot. From there, I exported Mark’s blog from WordPress and closed down the account. Then, I put up a temporary landing page with a simple contact form on his Wix site until we were ready to transfer the domain and launch the new site within HubSpot. While those steps were being made, I opened up a HubSpot account and built out Mark’s Contact List using HubSpot Properties, which would become the model our new website Forms on. Remember - data is king, if you aren't leveraging it, you aren't furthering your business.

Solution 1 - GoDaddy

GoDaddy is a fantastic central command for your business's domain(s). The integration between GoDaddy and HubSpot provides near-instantaneous syncing, allowing us to get web pages, blogs, emails, and landing pages up quicker to the world. When changing complicated DNS settings or hosts, this can cause downtime for most websites and be extremely costly to businesses. Without a doubt, this is the most boring part of a project, but it is the most critical. Take note of where your site is hosted and what you’re paying for it - chances are, you’re paying too much.
Solution 2 - HubSpot Email Marketing

The Email tool in HubSpot became an effective weapon for MGPP immediately. Between quarterly newsletters, application responses and automated funneling, their Virtual Vitamin series, and event notices, the team at MGPP relies heavily on the ease and adaptability of using HubSpot’s Email tool each week. With a growing list of subscribers in different buckets, this requires a different content need for each bucket. When designed and set up correctly, the Email tool can take the place of multiple employees at any business. It’s one of the most highly effective ways to communicate with potential and current customers in marketing, all in just a few inexpensive clicks.
Solution 3 - Zapier

Zapier became the cornerstone in linking MGPP’s charity efforts through the Meaningful Growth Foundation to its HubSpot ecosystem. We set up a PayPal donation page for the foundation, followed by notifications of receiving applications, donations, and more through HubSpot’s Forms and Emails. Zapier allowed us to put these automations into place between multiple apps to keep HubSpot subscription costs low, require fewer man-hours from the MGPP team, and ensure that no one interested in working with the Meaningful Growth Foundation slipped through the cracks. The ability to automate and immediately output data is one of HubSpot’s most valuable by-products. You simply cannot afford to lose business or communication with those who are interested in what you have to offer.

"When deciding to refresh our Mark Glicini Peak Performance website, we were looking for a marketing partner who could not only deliver a fantastic product but also one who embraces similar core values and a willingness to grow with us. Ryan Waddell and the Lacrosse Marketing Co. did just that and very quickly became a key marketing partner to the MGPP team. Throughout the project, Ryan managed our expectations effectively and worked diligently to resolve issues that arose while also bringing fresh ideas to life. He is an effective communicator who delivers a quality product on time and on budget. Ryan is a pleasure to work with and we look forward to continuing our collaboration with TLMC for years to come."

- Rich Glicini, Mark Glicini Peak Performance

Results

After eight weeks of creating a 10-page website, Contact Database, Properties, Forms, Email Marketing strategies, and operational automations, we launched the new markglicini.com. Since then, site traffic has increased exponentially due to a more mobile-friendly site and better overall web presence for Mark and his company. The next frontier for us will be building out a weekly content feature along with a blog series in the Fall of 2024 as Mark continues to build his client book across the United States. We are fortunate to work with such amazing people like Mark and Rich. It’s been a great two years, and we’re looking forward to many more!

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