MARKETING 1
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING ASSIGNMENT
MARKETING MANAGEMENT INDIVIDUAL PROJECT (MMIP): COMMUNICATE
THE VALUE OFFERING ASSIGNMENT
Jared Klevens
School of Business, Liberty University
BUSI-520 Strategic Marketing Management
Q1. Explain the elements of the firm’s promotional mix.
A promotional mix covers a range of topics. These five categories are advertising,
sales promotion, public relations, digital and social media marketing, and personal
selling (Marshall & Johnson, 2023). These tools are methods that businesses can and do
use to grow. 1st Phorm uses these tools daily to connect with both current and potential
customers. They excel in public and personal relations, as well as in the selling category,
MARKETING 2
MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
especially within digital and social media marketing, as they have built a following in
their regional area and have since grown to a more nationally known brand. As of 2025,
“1st Phorm is considered one of the fastest-growing fitness brands in America, with a
strong digital presence and loyal customer base.” (Eddy, 2025). 1st Phorm has learned
and evolved on how to stay in touch with its customers and society. They take full
advantage of promoting their brand using all of the digital technology that is utilized in
today’s fastpaced digital world; this has helped them to stay relevant. (Marshall &
Johnston, 2023) When it comes to promoting their product, 1st Phorm understands that
social media provides a direct channel for businesses to interact with their customers
(Joshi, 2024), as their website brings together a good blend of photographs of their
products, apparel, and their team. The use of good photos and photography helps
command the attention of customers (Tony, 2018).
Q2. Explain whether a push or pull promotional strategy will be used, or a combination of
both.
In the cluttered and competitive landscape of the personal fitness, apparel, and
supplement world, any means to capture customer attention or drive customers to purchase a
product is paramount. Sales promotions have historically been one way to induce choice,
generate short-term awareness, and increase performance. The addition of digital and social
media has enabled companies to disseminate information through various technological
methods, which has enabled marketing managers to improve their overall effectiveness. (Vieria
et al., 2021) 1st Phorm is no different, as they have taken advantage of digital advertising,
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MANAGEMENT
INDIVIDUAL
PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
specifically with the utilization of social media awareness and the creation of company-based
applications that provide customers with a sense of personalization. These platforms operate as
the firm’s push and pull promotional efforts, respectively. 1st Phorm has adopted a combination
of both push and pull promotional strategies as they can take full advantage of the internet and
digital marketing, but also can place products where their customers are located; this
combination allows the promotion of products to flow from the company directly to the
customer and enables them to attract and gain additional customers. (Vieria et al., 2021).
Q3. Discuss the firm's use of digital, mobile, or social media marketing.
The digital world has evolved in recent years, leading to increased use of mobile and
social media marketing, which has allowed customers to engage directly with companies
through both personal and real-time interactions. As customers increasingly want and expect a
higher level of interaction and engagement from companies, social media is a vehicle that has
and continues to provide these means of direct communication. (Dolan et al., 2019) 1st Phorm's
digital marketing technique is vast and is captured via different avenues for online advertising.
One of their most popular avenues is the use of team members and or influencers to help
promote their products and services. (Nain, 2023) With a team of 4,000 influencers, they have
been able to capitalize and use digital and social media to expand their network and customer
base. What sets their influencers apart is that they do not ask for a product photo and repost;
instead, they ask influencers to share and showcase content that teaches and explains how they
used the product. With this, customers will gain inspiration to either follow the same pattern or
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MANAGEMENT
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come up with their own unique way of utilizing the product. (Nain, 2023) In either case, 1st
Phorm's base is grown, and its brand gains more recognition.
Q4. Explain the selected approach to advertising execution.
The societal change that has taken place over the last few decades has truly transformed
how companies decide how to place or position their products; with this, 1st Phorm has taken a
two-pronged approach to advertising execution and utilizes a combination of both reach and
frequency advertising (Marshall & Johnston, 2023). Due to the internet and its wide-reaching
boundaries and an increased availability of information for current and potential customers to
get a hold of, utilizing a two-pronged approach, advertising provides the company with the best
of both execution types. Due to the limitless boundaries of the internet and far-reaching ability,
the competitive spectrum through online retailing has increased the availability of products
(Åsberg & Uggla, 2019), and enabled 1st Phorm to strategically place products during specific
times and or advertising windows as well as allowed them to control or dictate how many times
customers would see a specific add or product line. This helps to ensure products are positioned
about each other, which then helps drive more sales, increase revenue, and expand brand
recognition.
Q5. Explain the organization’s use of sales promotion, public relations, live events, publicity,
or personal selling.
Public relations and live events are a cornerstone of 1st Phorm. During a 2017 interview,
Andy Frisella described how, as he and his brother were first starting in the supplement
MARKETING 5
MANAGEMENT
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ASSIGNMENT
business, they would go to every store within a few miles of their location and meet the owners
and their customers. From there, they would learn the customers' names and identifiable
aspects about them so they could build a relationship with them. As a result, people in the area
started talking about "Andy" and his supplement shop, praising his personable nature and
encouraging others to check out his store. (Rashid, 2017) This simple yet effective action helped
build the foundation for what is now a major powerhouse in the supplement and personal
nutrition market.
Along with being present in the local community and building rapport with local business
owners and patrons, 1st Phorm conducts a yearly live event at its headquarters. This event is
named Summer Smash and is held annually at the St. Luis, MO headquarters. It is a three-day
event full of live events, concerts, and daily group workouts. (1st Phorm, 2025) It has grown
from a small event for employees of the company into a full-fledged community event.
References:
1st Phorm Summer Smash. Https://1stphorm.com. Retrieved August 9, 2025, from
https://1stphorm.com/pages/summer-smash
Åsberg, P., & Uggla, H. (2019). Introducing multi-dimensional brand architecture: taking
structure, market orientation, and stakeholder alignment into account. Journal of Brand
Management, 26(5), 483-496. https://doi.org/10.1057/s41262-018-00147-1
Dolan, R., Conduit, J., Frethey-Bentham, C., Fahy, J., & Goodman, S. (2019). Social media
engagement behavior: A framework for engaging customers through social media
content. European Journal of Marketing, 53(10), 2213-2243.
https://doi.org/10.1108/EJM-03-2017-0182
Eddy (2025, July 29). Who Owns 1st Phorm: Largest Shareholders. Https://Brandsownedby.com.
Retrieved August 8, 2025, from https://brandsownedby.com/who-owns-1st-phorm/
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Marshall, G. W., & Johnston, M. W. (2023). Ch 13 Promotion Essentials: Digital and Social Media
Marketing (p. 349, 383). McGraw-Hill. Retrieved Augst 8, 2025.
Nain, P. (2023, September 13). How 1st Phorm Built a Team of 4000 Influencer Ambassadors.
Https://www.Getsaral.com. Retrieved August 9, 2025, from
https://www.getsaral.com/academy/1st-phorm-influencer-marketing
Rashid, B. (2017, February 20). How One CEO Hit $100M In Sales By Building His Career Through
Social Media. Https://www.Forbes.com. Retrieved August 9, 2025, from
https://www.forbes.com/sites/brianrashid/2017/02/20/how-one-ceohit-100m-in-sales-
by-building-his-career-through-social-media/
Tony (2018, March 22). Why Photography Is Important in Marketing. Guttulus. Retrieved August
8, 2025, from https://guttulus.com/why-photography-is-important-in-marketing/
Vieira, V. A., Severo de Almeida, M. I., Gabler, C. B., Limongi, R., Costa, M., & Pires da Costa,
M. (2021). Optimising digital marketing and social media strategy: from push to pull to performance.
Journal of Marketing Management, 38(7–8), 709–739. https://doi.org/10.1080/0267257X.2021.1996444
MARKETING 7
MANAGEMENT
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PROJECT (MMIP):
COMMUNICATE
THE
VALUE OFFERING
ASSIGNMENT
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