Elite Mindset Training
In an effort to diversify our product offerings, we developed a paid educational video series designed for athletes aspiring to compete at higher levels. Targeting high school athletes and their parents seeking to enhance performance, we created a 32-part series focused on training the mental game of athletics.
Project Objectives
Video Series
Motion
Branding
Managing the production cycle on a limited budget, we conducted remote shoots using a "white void" backdrop. This approach eliminated the need for green screen keying, allowing for faster turnaround times between filming, editing, and motion graphics integration to explain complex subjects—all while maintaining high production quality.
During production, we aimed to enhance the series by incorporating greater diversity and credibility. We identified and remotely interviewed NCAA star athletes from various sports, capturing their stories and experiences of high performance at the next level. Their insights were then integrated into the series on mental toughness, confidence, and execution.
As production neared completion, we collaborated with the marketing team to identify target audiences and develop outreach strategies. Leveraging Ryzer’s user base of 2 million athletes and parents, we launched targeted email campaigns to engage this audience, achieving a 7% conversion rate from click to purchase.
The launch of Elite Mindset Training was a success, marking a strong entry into a new product category beyond the company's usual offerings. Within the first month, it attracted over 1,000 early adopter purchases. Ongoing marketing efforts, integrated into the standard product registration flow, have also proven to be a significant driver of adoption.