Copy of Copy of MTN Fat Loss Project 2.0

MTN Fat Loss Project 2.0
Internal Strategy & Proposal Brief · Alleyoop × MTN
Scalable Customer Acquisition · 300+ Programme Sign-ups · Building MTN's Largest-Ever Launch
Proven Foundation
150 organic sign-ups generated with minimal paid promotion — now the opportunity to scale significantly through structured paid acquisition
Full-Funnel Strategy
Combining Meta, Google, TikTok, email and WhatsApp to build a waiting list, nurture prospects and convert at scale
Evergreen Engine
This launch becomes the repeatable blueprint — a scalable acquisition model for every future Fat Loss Project intake
This is not simply an advertising campaign. The objective is to build a scalable customer acquisition system capable of generating 300+ programme sign-ups, growing MTN's owned audience and feeding participants into the wider coaching ecosystem. Sign-ups. Database. Lifetime value. Profitably.
The Opportunity
The Fat Loss Project already has momentum. With 150 organic sign-ups and minimal paid spend, MTN has proven the demand is real. Now is the moment to combine organic strength with a structured paid media strategy to create the largest launch to date.
What We Already Know
There is a proven audience ready to buy
The programme converts without paid support
MTN's coaching reputation removes scepticism
The £139 price point sits at the accessible end of the market
The 6-week format appeals to the mass market
The Full-Funnel Strategy
Paid acquisition allows MTN to reach the wider UK market — people who know they need a plan but haven't yet discovered MTN. Combined with waiting list campaigns, email and WhatsApp automation, this creates a full-funnel system designed to generate 300+ paid sign-ups at launch.
The objective is not simply to run ads. It is to build a repeatable marketing engine that powers every future launch.
Programme & Product Overview
MTN Fat Loss Project 2.0 — Launch Date: Monday 17th August
The first full week after schools return — maximising audience availability and urgency. Sufficient time exists to build the waiting list, produce creative assets and execute a coordinated launch campaign.
Who It's For
Beginner gym users
Intermediate gym users
People who know they need a plan
Those seeking accountability
Busy professionals & parents
Previous dieters who've fallen off track
Programme Details
Six-week online coaching programme
Price: £139
Launch: Monday 17th August
Delivered online — accessible UK-wide
Designed to feel achievable & supportive
The MTN Ecosystem
Natural first step into MTN
Progression into Bespoke Coaching
Progression into 12 Week Peak
Long-term coaching relationships
Builds customer lifetime value
Primary Objectives
300+ paid sign-ups
MTN's largest-ever waiting list
Grow email, WhatsApp & CRM
Build repeatable launch systems
Profitable customer acquisition
Positioning Strategy
The Fat Loss Project must feel achievable, supportive and practical — never intimidating. Unlike the 12 Week Peak, this is aimed at the wider mass market. The messaging must speak directly to people who are frustrated, stuck or simply ready to start.
Core Pain Points
Inconsistent results despite trying hard
No clear, structured plan to follow
Lack of accountability and support
Overwhelmed by conflicting advice
Busy lifestyle leaving no time to figure it out
Tried diets that didn't last
Messaging Framework
Core positioning: The simplest, most supported way to start your fat loss journey
Early-bird offer: Exclusive pricing and bonuses for waiting list members
Objection handling: "Only six weeks" — results you'll actually see
Emotional driver: Finally having a plan that works around your life
Offer messaging: £139 for six weeks of expert-led coaching
Customer Journey
Complete Acquisition Funnel — From Cold Prospect to Long-Term Client
Every touchpoint in the customer journey must be mapped, measured and optimised. The funnel does not end at purchase — it continues into the broader MTN coaching ecosystem.
Maximising conversions at every stage — from the first ad impression through to long-term coaching relationships — is the strategic priority of this campaign.
Waiting List Strategy
This launch should focus heavily on building demand before sales open. The waiting list is not a passive list — it is an active campaign objective designed to create urgency, exclusivity and social proof before a single programme place goes on sale.
Waiting List Mechanics
Dedicated high-converting landing page
Early access window for list members
Exclusive early-bird pricing
Limited bonuses for first registrants
Countdown campaign in final 48 hours
Referral incentives to grow list organically
Automation Sequences
Email automation: welcome, nurture & launch sequences
WhatsApp automation: community building & countdown
Retargeting ads to waiting list visitors who didn't register
Engagement content dripped to list in pre-launch period
Urgency messaging as launch date approaches
Lead Magnet Strategy
Maximising Sign-ups Through High-Value Free Content
Lead magnets drive waiting list registrations at scale by providing immediate, tangible value. The best lead magnets for this audience are practical, immediately useful and directly relevant to their fat loss goal.
Priority: Meal Plan / Recipe Pack
A ready-made 7-day fat loss meal plan or recipe book. Highest perceived value, easiest to distribute digitally. Directly relevant to the programme's core promise.
Priority: Calorie & Shopping Guide
A simple calorie guide with an accompanying shopping list. Highly shareable, practical and positions MTN as the expert simplifying an overwhelming topic.
Beginner Workout Guide
A starter gym programme for beginners — removes the intimidation barrier and introduces prospects directly into MTN's training philosophy before they purchase.
Fat Loss Cheat Sheet / Free Challenge
A quick-start cheat sheet or short free challenge (e.g. 3-day habit reset) — drives high opt-in rates from cold audiences and creates early engagement momentum.
Creative Strategy
Creative must feel inspiring rather than intimidating. The mass market audience for this programme responds to real people, relatable stories and practical content — not polished perfection or elite-level athletes.
Creative Pillars
Real client transformations & six-week results
Testimonials and beginner success stories
Educational content & myth busting
Nutrition advice & meal preparation
Daily habits & lifestyle content
Behind-the-scenes coaching content
Creative Deployment
Meta feed & Stories (short-form video)
TikTok organic & paid content
Google Display & YouTube pre-roll
Remarketing creative (testimonial-led)
Email creative & landing page assets
WhatsApp community content
A coordinated organic launch alongside paid activity will reinforce messaging and maximise reach without increasing media spend.
Paid Media Strategy
Multi-Platform Campaign Structure — Cold, Warm & Retargeting
Rather than relying on a single platform, campaigns will operate across Meta, Google and TikTok — each playing a specific role in the acquisition funnel and targeting audiences at different stages of the decision journey.
Meta (Facebook & Instagram)
Cold audience prospecting — UK-wide
Lookalike audiences from previous buyers
Waiting list retargeting
Website visitor remarketing
Video viewer retargeting
Lead generation campaigns
Google Search & Display
High-intent search terms (fat loss programme, online coaching)
Competitor search terms
Display remarketing to site visitors
YouTube pre-roll for awareness
Google Performance Max
TikTok
Cold audience reach — younger demographics
Transformation & educational content
TikTok Lead Generation campaigns
Retargeting video viewers
Amplified organic content
Email & WhatsApp
Previous Fat Loss Project customers
Previous 12 Week Peak customers
Email list nurture sequences
WhatsApp community broadcast
Waiting list launch sequences
Recommended Budget Strategy
£139
Programme Price
Six-week online coaching programme — accessible price point for the mass market
300+
Target Sign-ups
Primary KPI for the launch — generating MTN's largest-ever paid intake
6 wks
Programme Duration
Short enough to feel achievable — long enough to deliver real results
Scenario 1 — Launch Budget
£1,500–£2,500 total media spend. Focus on Meta lead generation, waiting list campaigns and Google Search. Establish baseline CPA and ROAS before scaling.
Scenario 2 — Scaled Launch
£3,000–£5,000 total media spend. Expand to TikTok, add YouTube, increase retargeting budgets and activate full email & WhatsApp automation sequences.
Scenario 3 — Aggressive Scale
£5,000–£8,000+ once CPA targets are validated. Full multi-platform deployment with creative testing, lookalike scaling and evergreen funnel activation.
KPI Thresholds
Scaling triggered when: Cost Per Lead below £5, Cost Per Sign-up below £30, ROAS above 4x. All scenarios defined by clear CPA targets and conversion benchmarks.
All media budgets are paid directly to platforms. Management fees are separate and cover full strategy, execution and reporting.
Tracking & Reporting
Every stage of the customer journey must be measurable. The objective is not simply generating sign-ups — it is generating profitable, high-lifetime-value customers who progress through the MTN ecosystem.
What We Implement
Meta Pixel & Conversions API — full purchase & lead tracking
Google Analytics 4 & Google Ads conversion tracking
GoHighLevel CRM integration — lead, waiting list & purchase attribution
Funnel reporting, audience reporting & KPI dashboard
Complete Visibility Of
Cost Per Lead
Cost Per Waiting List Registration
Cost Per Purchase
ROAS
Customer LTV
Launch Timeline
Week-by-Week Rollout Leading to Monday 17th August
A coordinated, phased approach ensures every campaign element is live, tested and optimised before launch day. Creative, tracking, waiting list and paid media all go live in sequence — nothing launches cold.
1
Weeks 1–2
Strategy sign-off. Tracking implementation. Landing page build. Lead magnet production. Creative asset briefing. GoHighLevel CRM setup.
2
Weeks 3–4
Waiting list launch. Organic content schedule begins. Lead generation campaigns live. Email & WhatsApp automation activated. Early-bird messaging deployed.
3
Weeks 5–6
Retargeting campaigns live. Lookalike audiences activated. Paid media scaled based on initial CPL data. Countdown content begins across organic channels.
4
Launch Week — 17th Aug
Sales open to waiting list (early access). Full paid media launch. Countdown campaigns. Launch email & WhatsApp broadcasts. Retargeting at full intensity.
Why Alleyoop
Alleyoop specialises in performance-led marketing built around measurable commercial outcomes. We focus on what actually matters to a business like MTN.
300+ Sign-ups
Not impressions or reach — paid programme participants
Revenue & LTV
Commercial growth through the full MTN ecosystem
Repeatable System
A blueprint that powers every future launch
MTN already has the coaching expertise, the track record and a proven organic audience. Our role is to build the acquisition infrastructure — the paid media, funnels, automation and tracking — that turns that foundation into MTN's largest and most profitable Fat Loss Project to date, and a repeatable engine for every launch that follows.