Objective: Create a comprehensive organic content & paid advertising strategy to increase brand awareness and drive sales of all Marching Health programs

Marching Health offers virtual clinics, in-person clinics, downloadable programs, individual consultations, and more to marching bands, drum corps, Winter Guard ensembles, and individuals. Founder Dr. Elliot Cleveland, D.P.T. had the medical and musical training required for the business, but lacked a strong foundation for the business development and marketing know-how needed to grow the brand in such a niche market with no investors and limited capital.

To start, we established a number of platforms on which to establish Dr. Cleveland as both a medical and musical professional that could be trusted by the marching arts community to fill the needs of such an important gap in the education of young people involved in these activities, including the following:

• Marching Health Audio Experience (podcast)

• #FiveMinuteFridays (a Q&A show hosted on Instagram)

• Regular educational how-tos/did you know content on Facebook (targeting band directors) and Instagram (targeting
  the younger instructors and students)

• Interviews with the biggest names in the activity

• Product reviews and recommendations for better health and performance

• Maintaining a robust written blog hosted on marchinghealth.com

• A collaboration with the Clemson University Marching Band, the Carolina Crown Drum & Bugle Corps, the Marching Roundtable Podcast & Marching Arts Education

• Applied for as many local, state, and national physical therapy conferences and music conferences for Dr. Cleveland to present as possible.

Our high-level strategy was to create content in every format possible (audio, photos, videos, written word, and merchandise) to eliminate friction for consumption while showing up on the biggest platforms in the industry as well as creating platforms for which others could participate.