Brand Strategy

If you're responsible for determining the future of your brand, leave the guesswork to the line-setters in Vegas. Our hard-hitting business analysts and brand strategists prefer more trusted tactics in divining a path forward. Analytic research. Brand archetyping. BDI/CDI studies. Discovery workshops. Market surveys and focus groups. You know…more like a 'Moneyball' approach to marketing — one that's rooted in the fundamentals of marketing science. Run the models. Crunch the numbers. Analyze the data. And build a game plan that optimizes your chance for success. Never forgetting, of course, there are also times you just gotta go with your gut.

Content Marketing

Consumers today (especially in the sports-and-rec space!) are insatiable, digesting more and more content, faster and faster. If you're trying to stay top of mind with a quasi-regular content marketing program, it can be hard to keep up.

Plan B has dedicated content development specialists — pro writers, ex-sports journalists, fitness enthusiasts, videographers and rabid fans — on their marks and ready to help you keep pace in this increasingly competitive space. Not to mention the savvy brand strategists who can help you architect a winning game plan. Tutorials and how-to videos, product profiles, blogs and native content, brand storytelling, social media campaigns…whatever your content need, we can meet it with speed.

Trade Shows and Events

There's really no substitute for getting in front of people. Interacting with them. Getting that two-way volley going back and forth. We've partnered with some of the sports & fitness industry's most elite marketing communications groups to help define the 21st century trade show – both in-person and online. From pre-show promotional campaigns that create intrigue and drive attendance, to full-service day-of production management and support, to post-show communications, reporting, and CRM integration, we have highly skilled all-stars at every position.

So whether you're looking to pull off your first-ever virtual webinar, host a local basketball tournament for charity, or simply drive traffic at this year's back-in-person, must-attend event, Plan B can help. We have a deep pool of time-tested media and venue relationships, a deep bench of specialized vendors, and deep knowledge of what it takes to manage an event's many moving parts as one.

Channel Strategy & Execution

Whether yours is primarily a B2B sell, or a B2C play (or a complicated blend of both!), it's important to know your audience. We understand that B2C audiences are more emotionally-driven and spontaneous when it comes to making decisions. And that B2B audiences are more pragmatic and process-driven with their decision-making. Most of all, we get that they're all people, and appealing to them based on their unique decision-making mindset requires nuanced thinking.

Armed with a good understanding of what motivates different people in different positions and how they ultimately make their decisions, we can optimize our communications across channels to address specific pain points and need states. We've even partnered with deal-driving sales teams and distributor middlemen, developing the multi-channel marketing programs and tools they need to sell you in anywhere they go.

Video Production

If you've spent any time at all doom-scrolling your way around the world wide web, by browser or app, you've undoubtedly picked up on the trend: video has taken over. A full-service agency, Plan B has a complete studio on site, with in-house video shooting and editing capabilities and a 3D/CGI animation/motion graphics team.

We're also well connected with award-winning directors, producers, and video production experts who we can rotate in as needed to optimize our line-up. No assignment is too big or small — and our on-demand model means we can step in at a moment's notice to shoot something quick, cut something even quicker, or produce something 'subscribe-worthy.'

Product Positioning

There's a native American proverb along the lines of, "He who chases two rabbits catches none." In other words, you gotta commit to one (or the other) to succeed…you can't have both. The essence of positioning, as they say, is sacrifice. A full-service partner, Plan B has extensive brand strategy experience…including product and brand positioning, value proposition development, and audience segmentation strategy.

We've helped companies like Wilson Tennis develop the product mythology for an all-new performance racket manufactured with new technology…and companies like Keiser fitness equipment identify their ideal market position for a timely relaunch of their brand, leaning on their unique selling proposition and refining the core of their platform by target audience. As any athlete knows, if you're out of position, you're vulnerable. We can help you find your lane…and make sure it's the fast one!

Technology/App Development

Standards, platforms, and best practices are constantly changing, which can make managing investments in technology challenging to navigate. Plan B's teams are technology-agnostic, so whatever works best is what we'll recommend. From digital kiosks and 360-degree virtual videos to tablet-based sales apps, lead-capture systems and virtual event management, we design and build high-performing technology solutions that don't just meet requirements, but exceed performance expectations. And we always do it with an eye on UX, compatibility, and longevity…so you're not forced into an expensive series of updates for years to come. Want to keep the Monday morning quarterbacks in your boardroom quiet? Make sure to have a Plan B.

Franchise Marketing

Inspiring a network of franchises from the inside out is a big undertaking…making sure they have the marketing resources and assets they need to succeed, while also impressing upon them the perils of going rogue. As branding experts, we preach the importance of maintaining a unified brand face across all locations and applications. But we can also sympathize with the "little guy" who's struggling to gain a foothold in his or her local market, desperate for support and guidance to stay afloat. We've helped fast-growing franchises like TITLE Boxing Club define and differentiate their up-and-coming fitness club brand, developing a hard-hitting creative campaign to better position them nationally/internationally, while providing ongoing promotional assistance to 300+ (and growing) entrepreneurial franchisees in the field.