Digital Marketing project
Project: TARA SPORTS CENTER
Project
Project Overview
Tara Sports Center is a recreational and hospitality destination offering dining, sports, and family entertainment. As a Marketing Officer, I was tasked with building their digital presence, increasing footfall, promoting events, and building a loyal customer base using cost-effective and data-driven digital marketing strategies.
Challenges
Low Digital Visibility: Tara had minimal social media presence and no structured online campaigns.
Lack of Brand Awareness: Competing with other well-established F&B venues and sports centers.
Limited Lead Data: No CRM system or method to retain and re-engage previous customers.
Inconsistent Footfall: High visitor count during weekends, but limited weekday engagement.
Role & Responsibility:
Built Tara’s digital strategy from scratch
Created content across social platforms using Canva
Launched and managed paid advertising on Meta platforms
Designed and executed promotional campaigns for events
Created lead capture funnels and simple CRM email workflows
Developed local partnerships to increase reach and awareness
Reported on campaign performance and customer behavior
My Approach:
1. Audience Research & Positioning
Conducted local competitor research to understand market positioning, pricing, and promotions
Identified key customer personas:
Families with kids (weekend visitors)
Fitness-focused youth (weekday gym-goers)
Students and employees (weekday lunch offers).
2. Social Media Content Strategy
Launched Instagram & Facebook pages from scratch
Designed static and animated posts using Canva
Focused on themes like:
Behind-the-scenes from the kitchen and events
Weekly offers and event highlights
User-generated content from loyal visitors
Developed and scheduled content calendars using free tools like Trello and Meta Business Suite.
3. Paid Advertising (Meta)
Used ‘Reach’ & ‘Engagement’ objectives for awareness of new offerings and events
Used ‘Traffic’ & ‘Messages’ objectives to drive WhatsApp and Instagram DMs for bookings
Optimized ad creatives based on performance metrics like CTR, CPC, and conversion events
Retargeted warm audiences with event invitations and seasonal promos.
4. Lead Generation & CRM
Created digital forms through Facebook Lead Ads and in-person QR code forms
Collected visitor data (name, email, visit preferences)
Used a basic CRM (Google Sheets + email tool) to segment and send personalized follow-ups, loyalty offers, and invitations.
5. Local Partnerships
Collaborated with nearby schools and youth centers to host group sports events and kids’ tournaments
Partnered with gyms and offices to offer lunchtime meal deals and healthy snack packages
These partnerships brought high-value weekday traffic and strong word-of-mouth promotion.
6. Analytics & Reporting
Tracked engagement, post reach, and ad performance using Meta Insights
Reviewed customer response, booking inquiries, and event attendance
Provided weekly updates to the operations team to adjust kitchen, staff, and inventory plans.
Tools I Used
Canva – for designing static and animated social media visuals
Meta Business Suite – for ad creation, scheduling, and performance tracking
SEMrush – for local keyword research and competitor analysis
HubSpot CRM (Free Tier) – for organizing leads and sending personalized emails
Google Forms + Sheets – for basic lead capture and segmentation
Google Looker Studio – for visualizing ad and engagement metrics
Trello – for managing content calendars and campaign planning
Results
+90% Social Media Growth – Instagram and Facebook followers grew steadily with high local engagement.
✅ +30% Footfall Increase – Weekly promotions, events, and school partnerships drove higher weekday attendance.
✅ Recurring Visitors – The loyalty program and personalized CRM campaigns increased repeat customers.
✅ Improved Brand Identity – Tara became recognized for its family-focused environment and vibrant events.
✅ Efficient Budget Use – Achieved strong results using cost-effective tools and locally targeted ad spend.
Year
2019 - 2022 (parts of 2023)
Client
Tara Group
Services
Digital Marketing
Project
Dynamic
Personal Outcome
This project shaped my early foundation in both traditional and digital marketing. I learned how to balance sales-driven tactics with long-term brand building, and how to market experiences rather than just products. It also strengthened my skills in:
- Local SEO & audience targeting
- Community building via social media
- Multichannel promotions (events, spas, restaurants)
- Data-driven decision making for better ROI
Above all, Tara Sports Center taught me the power of integrated marketing, bringing offline and online experiences together to drive real business results.