Portfolio
Brand Campaign "Every Body"
Fresh Fitness Food
The 'Every body campaign' launched in January, a key period for those looking to boost their health and fitness and the biggest period for Fresh Fitness Food, a meal delivery and nutrition service. I managed the organic channels, which included writing copy for and designing landing pages and emails as well as writing social media captions, ensuring that tone of voice and message was consistent across all three and with other channels such as paid ads and OOH.
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Results:
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New orders increased by 160% MOM and 20% YOY.
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Social media engagement increased by 35% MOY and 55% YOY.
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Website traffic reached a new high.
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Blog Content
Fresh Fitness Food
I look after the Fresh Fitness Food blog, which includes developing an overarching strategy, managing contributing writers, editing submitted articles, and writing pieces myself. Each month, I aim to balance SEO-focused articles with more educational and informative pieces that are shared via social and email.
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Results:
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Since moving to a strategy that blends SEO and interest, the blog has seen a 42% increase in page views, an 11% increase in time spent on page and a 1,255% increase in page value.
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Highlight: The below blog I wrote reviewing a Peloton class was our most viewed article of the year with 80% higher viewing time vs average.
Contributed Articles
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Heart rate variability, (or HRV) is yet another acronym to add to our vocabulary and a data point that we can (and should?) track to help build a picture of our fitness.
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With the continuous development of intelligent wearable tech emerging on the market, we suddenly have all of this information at our fingertips, something that can be quite overwhelming. But how much of this information do we need to use, what provides the most helpful data points and is HRV something we should track?
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What is Heart Rate Variability?
When you think of a heartbeat, do you think of a steady, rhythmic bu-boom… bu-boom… bu-boom? To the human ear or touch you’d be correct. However, rather than a metronome ticking consistently, there are actually slight fluctuations between heartbeats, detectable only by specialised devices.
When you think of Peloton, you think of a bike in your living room that’s ready to help you get a full spin workout from the comfort of your own home, right? After a delay due to the pandemic, Peloton London Studios has gone full circle; they’ve brought the spin class experience to your home, and now they’ve brought that home experience back to the studio.
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So I, Kate, FFF’s Comms Manager, and Gabby, Business Development Manager, went to take part in the studio-home-studio class for ourselves.
A quick bit of context, outside of FFF, I’m a spin instructor at Ride Republic, so let me tell you, I was pumped to discover what goes into producing a Peloton class!
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Peloton Studios London
Gabs and I headed to the heart of Covent Garden to Peloton Studios London, Peloton’s new state-of-the-art European flagship location, where its boutique fitness classes are hosted and broadcast to the Peloton community, which now totals nearly 7 million members.
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June marks the start of this year’s Pride Month, a whole month to celebrate the LGBTQ+ community as well as raise political awareness of issues the community faces from violence to discrimination in a peaceful way.
With the explosion of colour and music, Pride celebrations truly embody the very definition of the word. From huge parades that burst through major cities to more intimate moments that bring communities together, Pride is a time that brings members of the LGBTQ+ community and their allies together to keep momentum in an ongoing fight for their rights.
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But while the party is undeniable, Pride at its core is a political movement. This year, 2023, marks 20 years since Section 28, the law that banned “promotion of homosexuality” in the UK, was repealed. While we have come a long way since these types of discriminatory laws were in place, there is still much work to be done to create a more inclusive and supportive environment for the LGTBQ+.
We caught up with David Birtwistle, the founder of online coaching platform, Endeavour, to discuss all things online coaching, the different forms of training, concurrent training, specific exercises, nutrition and much more.
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David has a passion for making the most out of life, particularly through movement and nutrition and works hard with his team of coaches at Endeavour to empower clients around the world to live a healthy and happy life.
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Prefer to watch the interview? Watch Meghan and David chatting here.
The Interview
David, tell us, what got you into fitness in the first place?
It started when I was 15, I was playing rugby and somehow managed to get into England under 16s.
Brand Campaign "Feel Ready"
Fresh Fitness Food
The "Feel Ready campaign" was all about helping our clients to make the most of the upcoming summer months, giving them the time and the energy to live every day to the fullest. I created, designed and wrote all landing pages, email and social content. This was a highly personalised campaign, segmenting our audience by order status (current client, ex-client, or prospect) as well as tailoring the comms to the specific meal plan that the client was on or was looking at. This resulted in a huge uplift vs the previous period and previous year:
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Results:
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New orders increased by 100% MOM
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Email open rates increased by 9% MOM and click rates by 117% MOM.
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Social media engagement increased by 32% MOM and impressions by 11%.
Prospecting Emails
Fresh Fitness Food
Examples of a weekly email sent to our prospecting list, aiming to move prospective clients down the funnel to purchase. As a high-consideration product, we need a number of touchpoints with prospects before they purchase. I have developed a strategy that balances driving sales with providing value and education to nurture clients, which keeps them engaged and increases the likelihood that they follow through to purchase.
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Welcome Flow
The After School Cookie Club
I set up a welcome flow for The After School Cookie Club, a plant-based bakery across multiple sites in London. Although forms were in place on the website, there was no marketing going out to any of the contacts. I managed all areas of setting up email marketing including launching a Klaviyo account that connects to their website, writing and designing a 4-part welcome journey, increasing opportunities to capture data, and setting up the automation for a seamless onboarding flow.
Social Media
Home & Dry
Developed content strategy for Instagram and Facebook for two accounts run by local Laundry and Laundrette service. Looked after image creation and caption writing as well as posting and community management which has led to a 305% increase in reach since taking over the account.
