The case study we created follows the success story of A&G Financial, a fictitious company, and how they implemented Fitbit into their company culture to promote a healthy lifestyle during and after work. The study is organized in a strategic order which includes four phases. 1) A&G recognizes they have a problem in a quarterly meeting discussing employee evaluations. 2) The CEO of A&G Financial Angela Baker discovers an answer to the problem. 3) The user (employee of A&G Financial) discusses his experience with using Fitbit at work and the results are highlighted. 4) The call to action is stated. This case study is a promotional piece of content that is designed to nurture leads and hopefully convert qualified leads into customers. Although
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The case study begins with dialect from a quarterly meeting between upper level officials discussing the reason why profits are down and why employee performance has been sub-par. The goal of phase one is to hook the reader and to provide information they can relate to. This section relates the job portion of the persona. By creating a scenario the reader (members of the buying group) can relate to we have a better chance of moving them along the purchase journey. The fictitious meeting and dialect sets up the reader to discover the solution is our product.
Phase 2: CEO Angela Baker explains how she came across a webinar educating companies on how Fitbit can benefit their employees day to day health. The reason quotes from the CEO and manager are implemented into the case study is to appeal to members of the buying group of potential leads and future customers. Phase two is directed at the information search of the persona. It provides the buying group of other leads with information to where they can find Fitbit and how it could benefit their …show more content…
The last page of the case study includes a promotional commercial for Fitbit which displays numerous ways it can be used in daily life. The call to action is a 10% of coupon at the bottom of the page. This is a gated call to action because the lead/customer must view the case study to find the coupon. We decided to offer a discount because the case study will be distributed in the consideration stage to persuade leads to convert to customers. The coupon is only valid to customers that purchase Fitbit’s for more than half of their company to influence bulk orders. There is another call to action on the third page of the case study prompting readers to schedule a phone call with a salesperson to discuss and negotiate a purchase order for their company. The purpose of this call to action is to nurture the lead further and give qualified leads more individualized attention. It also provides leads who are ready to make a purchase an easy opportunity to speed the process
The case study begins with dialect from a quarterly meeting between upper level officials discussing the reason why profits are down and why employee performance has been sub-par. The goal of phase one is to hook the reader and to provide information they can relate to. This section relates the job portion of the persona. By creating a scenario the reader (members of the buying group) can relate to we have a better chance of moving them along the purchase journey. The fictitious meeting and dialect sets up the reader to discover the solution is our product.
Phase 2: CEO Angela Baker explains how she came across a webinar educating companies on how Fitbit can benefit their employees day to day health. The reason quotes from the CEO and manager are implemented into the case study is to appeal to members of the buying group of potential leads and future customers. Phase two is directed at the information search of the persona. It provides the buying group of other leads with information to where they can find Fitbit and how it could benefit their …show more content…
The last page of the case study includes a promotional commercial for Fitbit which displays numerous ways it can be used in daily life. The call to action is a 10% of coupon at the bottom of the page. This is a gated call to action because the lead/customer must view the case study to find the coupon. We decided to offer a discount because the case study will be distributed in the consideration stage to persuade leads to convert to customers. The coupon is only valid to customers that purchase Fitbit’s for more than half of their company to influence bulk orders. There is another call to action on the third page of the case study prompting readers to schedule a phone call with a salesperson to discuss and negotiate a purchase order for their company. The purpose of this call to action is to nurture the lead further and give qualified leads more individualized attention. It also provides leads who are ready to make a purchase an easy opportunity to speed the process