Objective
To provide expert consulting services for a PR agency white-labeling my work, ensuring the success of advertising campaigns for 23 Orangetheory Fitness (OTF) locations. My role is to analyze advertising performance, verify that the executing agency maintains high standards, and provide strategic recommendations to optimize campaigns and generate more leads.

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What we've done

1. Analyzed campaign performance metrics to evaluate effectiveness and identify areas for improvement.
2. Provided data-driven insights and actionable recommendations to improve lead generation strategies.
3. Audited advertising spend, targeting, and creative execution to ensure alignment with OTF’s goals.
4. Collaborated with the PR agency and executing ad team to maintain high-quality standards.
5. Implemented reporting systems to track campaign progress and highlight opportunities for growth.
6. Suggested enhancements for audience targeting, creative optimization, and lead funnel design.

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Creative Process

1. Initial Discovery: Met with the PR agency to understand OTF’s lead generation goals and the campaign challenges faced by the executing agency.
2. Data Analysis: Conducted a deep dive into advertising metrics, including CTRs, CPAs, conversion rates, and overall ROI, to assess campaign health.
3. Strategic Evaluation: Reviewed targeting strategies, ad creatives, and budget allocations to ensure campaigns were optimized for lead acquisition.
4. Recommendations: Delivered actionable suggestions for improvement, such as adjusting targeting, refining creatives, and reallocating budget toward high-performing campaigns.
5. Continuous Monitoring: Regularly tracked campaign performance, providing the PR agency with insights to ensure sustained growth and alignment with objectives.
6. Collaborative Problem Solving: Worked alongside the executing agency to address challenges and implement improvements seamlessly.

Results

• Improved lead quality and volume for 23 OTF locations through strategic optimizations.
• Ensured that advertising campaigns consistently aligned with goals and maintained high standards.
• Enhanced collaboration between the PR agency and executing ad team, fostering better communication and execution.
• Delivered measurable improvements in key performance indicators such as lead conversion rates and cost per acquisition.
• Empowered the PR agency to confidently offer advertising services as part of their stack with expert oversight and consulting.

Conclusion

‍By serving as a trusted consultant for the PR agency, I ensured that advertising campaigns for 23 OTF locations remained on track, effectively generating more leads while maintaining high standards. My data-driven insights and strategic recommendations not only improved campaign performance but also enhanced the agency’s ability to deliver exceptional results for their clients. This project underscores my ability to provide expert analysis and actionable strategies that drive growth and strengthen partnerships.

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