Portfolio Project: Amechi Akpom
SaaS Communication
Marketing & Relationship Management
Creating the BJJ Training Journal SaaS only part of the job
In addition to creating, launching, and supporting the software, I used a number of strategies to market the brand. This page shares some of the initiatives.
This project was developed between September 2013 and March 2017 using the technology standards of the time. It showcases my experience in conceptualizing and executing tech projects and does not reflect the current state of technology. I have had no connection with the brand or assets since March 2017.
The majority of my marketing for the brand consisted of Content Marketing.
To reinforce that effort, I reached out and built relationships with jiu-jitsu school owners, competitive athletes, podcast personalities, authors, and other brands co-promote content for mutual benefit.
Alliances were established, friends were made, and the word of my brand was spread across the jiu-jitsu space.
Video Collaboration
One campaign was an online video series that I started called “Dr. Jits” that featured high level grapplers and instructors.
The concept was that every episode featured a new “Dr. Jits” (a.k.a. a jiu-jitsu doctor) to fix a problem with your jiu-jitsu. Most of the time the featured guest was an influencer in the jiu-jitsu space. This was a great way to share audiences and brand awareness.
In addition to recruiting the influential participants, I wrote, produced, shot, and edited the videos myself.
Several episodes of Dr. Jits are below.
Onboarding
I consider User Onboarding to be a part of an effective integrated marketing campaign. Accordingly, I used a number of tools to welcome new users into the BJJ Training Journal ecosystem.
In addition to in-app prompts, I implemented automated email messaging that was triggered upon registration with the software.
Workbooks & Articles
About those messages that I mentioned… don’t worry.
I only sent my community good stuff. Never spam, because I’m not “That Guy.”
Instead, I wrote and produced useful workbooks, articles, and video courses that jiu-jitsu practitioners would find helpful. I then provided them as an additional “value-add” to being a BJJ Training Journal member
To extend my brand within my niche, I engaged a print-on-demand company to offer physical spiral-bound training journals in addition to the software option.
That way, those who wished to chronicle their training the old fashioned way had an option from my brand.
Outreach
As you’ve probably noticed, video was a big part of my marketing strategy.
Another way that I used video was to speak directly to my users. I would shoot quick videos giving updates and seeking feedback on features and what to develop next. Here’s one of those videos…
Social Media
With all of the content I was generating, I had to share it somewhere other than my email list. That’s where I leveraged social media to get the word out. I played with Twitter a little bit, but most of my efforts (and success) came from Facebook.
Featured On…
I continuously networked within the grappling community. And my professional networking paid off by participating in, and being featured on, other brands’ podcasts, YouTube videos, and social media.