Summer Athletes - Growth Through Facebook & Instagram Ads

CASE INTRODUCTION

Summer Athletes

In the spring of 2022, Summer Athletes founder Marcus Benesch approached Murray Marketing Services with the launch of Summer Athletes. He and his team were building out SummerAthletes.com and sought Murray Marketing's digital marketing expertise in helping the business launch and grow its platform through sports coach signups. Our digital marketing campaign consists of Facebook Ads, Instagram Ads, and branded Google Search Ads. Through our social media marketing efforts, we have seen the following results (3/29/22- 2/28/23):

• 266 Accounts Created
• 409 Leads Generated
• 291,057 Ad Impressions
• 4x Summer Athletes Company Valuation
• 40 US States with Active Users

CAMPAIGN PLATFORM OVERVIEW

Facebook & Instagram Ads

For the Summer Athletes campaign, we are utilizing Facebook and Instagram on-page lead ads. These ads allow us to capture user information directly on the social media app and streamline the lead follow-up process with the Summer Athletes team. We are utilizing feed and story ads within this campaign and testing various graphic styles to achieve the lowest possible cost-per-lead. In addition to our baseline targeting campaign, we are utilizing a retargeting campaign and a lookalike audience campaign.

Campaign Creative Overview

SUMMER ATHLETES

FACEBOOK & INSTAGRAM ADVERTISING

266 Accounts Created

Utilizing on-page Facebook & Instagram lead ads, our campaign has generated 266 accounts for Summer Athletes. That is a 5,000% increase in account volume!

With the 266 accounts, we have been able to put SummerAthletes.com in 40 of the 50 U.S. states, within 365 days of our partnership. In addition to account creation, our campaigns have generated a total of 409 leads through social media marketing.

COMPANY LAUNCH TO ANGEL INVESTMENTS

4x Company Valuation

Working with Summer Athletes since the business launch, this partnership has been very special to me. Summer Athletes has some outstanding founders. By working with them and implementing an effective digital strategy, we have been able to 4x Summer Athletes' business valuation to surpass seven figures. As an extension of your business, we are equally as happy with your big accomplishments.

INTEREST & DEMOGRAPHIC TARGETING

Intricate Campaign Targeting

Summer Athletes target market is sports coaches. Middle school, high school, college, and professional, SummerAthletes.com can be utilized by coaches at any level. To target this audience, we are utilizing a Facebook & Instagram campaign with targeting attributes to reflect this group. Meta's targeting platform allows us to target job titles, demographics, interests, and other features leading to the creation of our ideal coach audience.

In addition to our baseline campaign, we have implemented a retargeting campaign, showing to users that interacted with our ad but did not convert. Finally, we are utilizing a "lookalike audience" campaign showing users that "look like" users who previously submitted a lead form.