YogaClub
Affiliate Marketing • Copywriting • Content Marketing
“I highly recommend Shelby for any marketing or writing project. Not only is she highly communicative and able to get the job done, but she’s also a self-starter willing to learn and get the job done with minimal guidance. Her work is consistent and always delivered on time and on budget. ”
Affiliate Marketing
Concept: Create and manage an affiliate marketing program to increase brand awareness and community-driven sales.
Strategy: YogaClub is a subscription-based yoga apparel company. We established an affiliate marketing program to increase brand awareness by recruiting micro-influencers, yoga instructors, and fitness instructors to distribute discount codes to their following and students.
The program incentivized sales with rewards ranging from free product, cash prizes, and cross-marketing opportunities to YogaClub’s audience.
My role was to create and manage this affiliate program, with a substantial focus on community to drive sales. I created a content and reward driven strategy, managed a team of 60 writers, edited over 200 blog submissions, planned giveaways, organized social media takeovers, produced an IGTV yoga class series, and orchestrated challenges in YogaClub’s private Facebook group of 13,000 members.
Copywriting
Concept: Write and edit clear, concise, and engaging copy for company-wide marketing materials, including product descriptions, website, blog, social media, email, consumer catalog, video scripts, promotional materials, and more.
Strategy: While at YogaClub, I established the company’s brand voice and created the marketing style guide. The brand tone and voice of YogaClub is friendly, upbeat, and positive, like you’re talking to your best friend. The brand stands for inclusivity and women empowerment, and believes every women should have access to high quality and durable activewear no matter what size. I aligned these brand values, voice, and tone in all YogaClub company-wide copy .
Content Marketing
Concept: Develop and execute creative concepts and compelling copy that aligns with YogaClub’s brand voice, selling points, and target audience across various marketing initiatives.
Strategy: Content was a substantial part of YogaClub’s marketing strategy. We published blog posts regularly, using SEO keyword research to find relevant blog topics to drive search results and website traffic. To meet the demand of our content schedule, I would write blog posts and also assign topics to our affiliates in exchange for free product. I edited over 200 blog submissions to align with brand voice and best SEO practices, and published content live in junction with our overall marketing strategy.
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The New Year, Better Me marketing campaign included a new year challenge promoted with social media, blog post, and partnerships with our affiliates. This campaign increased comment engagement by 1000%.