"I've worked on several campaigns with small budgets, but the one that jumps to mind as the most difficult was a project for a startup fitness center. They'd combined elements of several popular fitness franchises and then added their own spin. I was impressed by how much funding they managed to secure, but a vast majority of it went to equipment and the storefront. Even though their marketing budget was small, they had some really big ideas! The owner imagined everything from billboards to a trendy, interactive website and everything in between. During our initial meeting, we worked through the goals and priorities of the marketing campaign, and I shared my ideas about what strategies would be most effective while costing the least. Then, I developed several iterations of a plan that captured the brand's voice and mission through a few different mediums. Because the budget was small, I focused on social media marketing strategies but allocated a portion of the budget to print marketing. I made that decision because the fitness center was located in an area of the town with a lot of foot traffic, and neighboring businesses were willing to place the print marketing materials in highly visible areas of their stores."
