In order for us be on common ground for Martech discussions on this site we will use an example brand called fitness.at.work.
fitness.at.work is a brand at the intersection of work and fitness that creates and operates gyms at company campuses.
It operates 300 company gyms nationwide. The gyms are located within company campuses.
fitness.at.work's revenue stream is through the sale of gym memberships and merchandise to company employees at their gym’s stores and their online e-commerce stores.
Each e-commerce store is uniquely tailored to the partner company it’s aligned to. Therefore fitness.at.work’s e-commerce channel has 300 stores, each with company specific memberships, inventory and branding.
The fitness.at.work digital marketing team has a with the goal of increasing the number of gym memberships as well as the number of partner companies (clients) in the next fiscal year.
Current state Martech ecosystem
Brand Website: This is the corporate website with information about the brand and it’s services. The site has about 1,000+ daily visits.
Online stores: An average of 50% of gym memberships and 30% general merchandise sales are through company branded online stores.
Health & Fitness App: fitness.at.work has a mobile app that company employees use to keep track of their health & fitness, as well as receive health & fitness content. The app has 40K+ downloads.
Sponsored Content: fitness.at.work has a an online blog and forum which is a destination for health & fitness resources including lifestyle tips, recipes, influencer talks, etc. Content is curated from multiple paid sources.
Social Media Marketing: fitness.at.work has a social media presence in instagram with 10K+ followers and facebook with 50K+ followers.
Email Marketing: fitness.at.work has an email list of 100K registrations, with a healthy average email open rate of 15%.
Online Advertising: Display Ads have ~100M impressions / yr woth 0.05% CTR.
Analytics: Currently there are siloed analytics across marketing platforms (Web, Social, Emails) . Analytics capture basic visit, visitor and engagement data such as clicks, impressions, views, likes, purchases, etc.