A very exciting project.

Stoic Conditioning are a team that provides online personal training courses specifically designed for those aiming to train in the military.

This is a very niche audience, however one that can bring amazing value to customers.

The challenges here were:

• Ensuring we reached our target audience (not just those looking to have general personal training)
• Understanding the LTV of each customers, and breaking that down into tangible objectives from paid media.
• Ensuring we stayed policy compliant.

As has been a trend with a number of clients I have worked with, there were a few fundamentals lacking.

• There was no accurate pixel set-up (a big no-no)
• Only traffic campaigns were ran (only useful in very few instances)
• Media used was aesthetic, however lacked many performance-driving features (Call-to-actions, effective text overlays, mobile-optimized video etc)
• There was a lack of understanding of key goals - (what did the company actually want to achieve? What was a good success metric?)

This lead to a straight-forward action plan which I executed over 3 years.

• Ensured pixel tracking was accurate, enabling Facebook to optimize towards course sign-ups.
• Utilised conversion-based objectives; the go-to for any client looking for tangible results.
• Worked with the team to find a middle ground between aesthetic imagery, to incorporate components that drive results.
• Created a KPI spreadsheet and provided routine analysis to inform the team of how we are doing against our goals and previous months.