How do you take the #1 Clinically Recommended brand of rehab and exercise products to a national retail and ecommerce launch? You need to recruit some heavy hitters. We used skiing legend Lindsey Vonn to help us get the message out.
Outcomes:
Increased Retail Points of Distribution - 310%
Increased Brand Awareness - 104%
Increased Purchase Intent - 51%
Brands need to stand out on shelf at the point of purchase. Vibrant colors, sleek backgrounds that incorporate brand icons and standards to stay consistent with messaging make or break a launch. We took TheraBand packaging from a clinical “white coat” look and overhauled it to make rehab and wellness cool again. These ain’t your grandpas physical therapy products…
I took a great partnership with the largest organized race series in the US and found ways to elevate the activation. From a table and a backdrop to a full scale clinic-style space that advised runners how to care for their bodies, recover from injury, and get reassurance and treatment for minor issues they were facing the day before a race.
Orchestrating these events nationwide required extensive logistics, production, and staffing plans and strategies.
Oh yeah, we also did over $50,000 in sales, recouping a large portion of all our costs.
As TheraBand launched to the consumer market we needed to provide a solution to consumers. Enter “Exercise Everywhere”. This campaign featured both individual exercises and full, timed workouts that you could do anywhere with just one TheraBand CLX Resistance Band. We shot at home, in the office, and in a hotel to convey to consumers that you really have no excuse for not getting in a workout. We featured exercise physiologist Jackie Church as our professional guide for users and deployed this content across social, web, and mobile applications.
Prior to 2016, PR wasn’t something that the brand tracked or actively pursued. Mentions were flashes in the pan and not concentrated on a specific strategy. We partnered with a proven New York City agency to elevate our communications to the press and make sure TheraBand couldn’t be missed in major publications and on national media.
In a 24 month span, we were able to amplify the brand and create substantial awareness:
Total Circulation: 975,443,824.80
Total Impressions: 2,438,609,562
Total Ad Value: $20,842,398.80
Total PR Value: $52,105,997
When you’re a mid-level brand or entering a new market you have to disrupt customers in store. Secondary displays have consistently been a great tool to do just that. Whether it be a tailored display for specialty stores or a part of a national launch in Canada’s largest drug store chain, I’ve dabbled with them all.
Remember that time when the internet used weird fonts, flashing lights, and burst text bubbles? That’s what our website used to look like. Flash forward to 2017 when we redesigned TheraBand.com to match our changes to packaging, brand style, and campaign initiatives. The modern look optimized UX and gave us a usable platform to distribute content.
I led this project in conjunction with teams from Web Development, Creative, Content Marketing, and a top tier agency partner.
To compliment the cold therapy Perform Pain Reliever, I lead a cross functional team project to formulate a heat therapy cream for those who prefer a heat product in a topical analgesic. Market research, winning category partnerships, and a great NPD team helped us launch Performance Health’s first cream based and heat therapy external pain reliever.
Soldiers on assignment and on deployment don’t always have the gym and facilities that they hope they could. So, I developed an exercise and recovery kit of TheraBand and Biofreeze products that allow soldiers to work out anywhere, anytime, and stay in a state of physical readiness to perform their jobs to the best of their abilities. The kit was self contained in a MOLLE compatible pouch and came with corresponding exercise cards and video content to make the program simple and straightforward.
