The January campaign
Everything in one place: the plan, your to do list, shoot day, the scripts, the hooks and how the ads run.
The plan
From our sit down on Mon 2 November.
- The goal20 new members from January's courses, signing up in February.
- The offerSix week beginners course, £199. Start any Sunday in shorts and a t-shirt. Go monthly at week four and the premium gi and belt are free.
- Who forOver 30s who've never trained. Women who are curious. People training somewhere else who want better coaching.
- ShootSat 21 November, 08:30 to 13:00, Angmering Community Centre.
- LaunchMon 4 January.
What we agreed
- Keep it at £199. It reads as the better option, and it brings people who are serious.
- Call it a beginners course, not a trial. Everyone who stayed last time had never trained before.
- Give the course its own name, so nobody files it next to other clubs' trials.
- Film it all at the club. Your speech and your selfie at the centre did best last time.
- Few main videos, lots of opening lines. Then we put the best openings on the best videos.
- A new offer graphic with less text on it.
From here to launch
- The sit down. Done
- Course name and the 10 pillars doc back from you
- Final scripts and your lines from us
- Shoot day
- The first four ads edited
- The first ads go live
Your to do list
Wayne, these are yours before the 21st.
- TodayA name for the six week beginners course
- Sun 8 NovThe 10 pillars doc back
- This weekAsk members to come to the 08:30 class on the 21st and stay till about 10:45
- Sun 8 NovConfirm people can start any Sunday, and the Sunday class time
- Sun 15 NovAsk Josh Spears and Sarah to be the member stories, and what we can say about them. Satoria as a spare
- Sun 15 NovPick the skit crew: Ed for the scary throw, the smallest member who can tap the big lads, partners for the three moves
- Sun 15 NovA member over 30 to play the new starter
- Sun 15 NovYour two golden rules for the speech
- Sun 15 NovWhere the 60 to 80% of white belts quitting figure comes from
- Sun 15 NovHow many spaces each course has
- Tue 10 NovA few phone clips at the women's evening, and the date of the next one
- On the dayAnyone who can't be filmed, and a parent's OK for any under 18s
Shoot day
Sat 21 November, Angmering Community Centre. Lloyd filming.
- Lloyd arrives, mic on Wayne
- The new starter walks in and gets the safety chat
- The speech, then the class, Wayne mic'd up
- Everyone still on the mats: skits, the three moves, group photo
- Member stories, sat mat side
- Wayne to camera: the offer script, hooks, towns, endings
- Wayne sat down, Lloyd interviews him
- Wayne's voice over lines
- Walk and talk, and the selfie hooks outside
- Photos, done by 13:00
Who we need there
- A full 08:30 class, staying till 10:45 if they can
- Josh Spears and Sarah for their stories
- Ed, the smallest member, and the move partners
- A member over 30 to play the new starter, in shorts and a t-shirt
- 8 to 10 members for one quick question each
Bring
- A premium gi and belt for the offer photo
The scripts
Eight main videos. Tap one to open it. Read each line out loud once, then say it your way.
Script 1Mic'd up with Coach Wayne
The speech is live, so say it your way. Hit these points. Film the endings straight after class, same spot.
Wide, everyone sat on the mats
“Morning everyone, and if it's your first time with us, welcome, it's awesome you're here.”
On screen: Mic'd up with Coach Wayne
Close on Wayne
“Two golden rules today.”to confirm: Wayne's two golden rules
On screen: Two golden rules
Wide
“We're playing all three parts today, stood up, guard and pins.”
On screen: The whole game, every session
Close
“Look after your partner, tap early, and if you're not sure about anything, shout me.”
On screen: Look after your partner
Shot: Wayne coaching live, his best calls
His live coaching, picked by the editor
Shot: smiles, high fives at the end
Natural sound, no line
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
Script 2Your first session, step by step
A member over 30 plays the new starter, in shorts and a t-shirt. to confirm: who The greeting is live. Wayne records the voice lines in Step 6.
Shot: the starter's feet walking to the hall door
“Before you've even put your bag down, I'll come over and say hello.”
On screen: Step 1: walk in
Live: Wayne greets the starter
“Thanks so much for coming down, it's awesome you took the first step.”
Shot: Wayne and the starter chatting mat side
“We'll have a quick chat about whether you've trained before, and anything I need to know, like old injuries.”
On screen: Step 2: a quick chat
Shot: Wayne talking them through it
“Then I'll run you through how we keep everyone safe, so you know exactly what's coming.”
On screen: Step 3: the safety bit
Shot: the starter partnered with a friendly member
“You'll be paired with someone who's been here a while and knows to look after you.”
On screen: Step 4: partner up
Shot: the starter playing a game, laughing
“And you're straight into games at your own pace, from the very first minute.”
On screen: Step 5: play
Back to Wayne
“Most people tell me afterwards it was nowhere near as scary as they thought.”
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
Script 3What did you think it'd be like?
8 to 10 members, about 2 minutes each. Mix of ages, women and men. The editor stacks the best five second answers. Wayne films the endings in Step 5.
Lloyd asks each member: "Before you started, what did you think it'd be like?"
Each member, their own words. Looking for: scary, everyone's a fighter, I'd get hurt
On screen: What we expected
Lloyd asks: "And what's it actually like?"
Each member, their own words. Looking for: friendly, welcoming, I love it
On screen: What it's actually like
Shot: quick cuts, expectation then reality, five or six people
The editor builds it from their answers
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
Script 4This is Josh
Josh Spears. Wayne's voice over the class b-roll, then Josh in his own words. Wayne records his lines in Step 6.
Shot: class wide, Josh pops his head up and waves, an arrow points at him
“This is Josh.”
On screen: This is Josh
Shot: Josh rolling
“He's in his thirties, he runs his own business and he's got a family.”[confirm with Josh]
On screen: Business owner, dad
Shot: Josh tying his belt
“He'd always fancied having a go, but the first time he walked through that door, he was nervous.”
Shot: Josh mid roll, smiling
“He started with us in the summer.”to confirm: when Josh started
On screen: Started in the summer
Shot: Josh high fiving a partner
“And he hasn't missed a class in eighteen sessions.”to confirm: the count on the day
On screen: 18 classes in a row
Lloyd asks Josh: "What's your favourite thing about it?"
Josh, his own words
Back to Wayne's voice
“If he can fit it round a business and a family, you probably can too.”
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
Script 5This is Sarah
Sarah, on camera, answering Lloyd. Wayne's voice opens it. to confirm: Sarah's happy to say she's a paramedic and where she lives
Shot: Sarah in class, name card
“Sarah's a paramedic, and she'd never set foot on a mat before she came to us.”
On screen: This is Sarah, paramedic
Lloyd asks Sarah: "What did you think it'd be like before you started?"
Sarah, her own words. Looking for: timid, no idea what to expect
Lloyd asks: "What was your first session actually like?"
Sarah, her own words
Lloyd asks: "How does it fit round being a paramedic?"
Sarah, her own words
Lloyd asks: "What would you say to a woman who's curious but hasn't tried it?"
Sarah, straight down the lens
Back to Wayne's voice, Sarah rolling
“She gets well stuck in now, and honestly, she's one of the people I'm proudest of here.”
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll let you know when our next women's evening is.”
Script 6The six week beginners course
Spot A, wide, Wayne stood on the mats.
Medium, mats behind
“Nearly every message I get starts the same way. I'm 42, I've never done it, is that alright?”
On screen: "I'm 42 and I've never done it"
Punch in
“And honestly, that's exactly who this is for.”
Shot: class b-roll, all ages
“Everyone who did our last six week trial and stayed on had never done jiu-jitsu before.”to confirm: Wayne's count
On screen: Everyone who stayed was brand new
Back to Wayne
“So we've turned it into a proper beginners course, six weeks for £199.”
On screen: 6 week beginners course, £199
Shot: class b-roll, people arriving
“You can start on any Sunday, and for that first one you just need shorts and a t-shirt.”to confirm: start any Sunday
On screen: Start any Sunday
Wayne holding up the gi and belt
“Then if you sign up for a membership at week four, your gi and your belt are on us.”
On screen: Free gi and belt when you go monthly at week 4
Punch in
“We call it [programme name], because it takes you from knowing nothing to holding your own.”to confirm: the name
On screen: [programme name]
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
Script 7Why most beginners quit
Interview. Wayne sat on the mat edge, looking just off camera at Lloyd, two angles. Lloyd asks, Wayne answers in his own words. These are the points to hit.
Lloyd asks: "Most clubs round here do a six week trial. Why you?"
“Honestly, anyone can get a black belt if they stick around long enough. Being a good coach is a different skill, and it takes years of work.”
Lloyd asks: "What work have you put in?"
“The last ten years or so I've been reading about how people learn, sports science papers, coaching manuals, a lot of it from rugby and football.”
On screen: 10 years studying how people learn
Lloyd asks: "What would I get at a typical club?"
“Usually technique of the week, whatever the coach picked up recently, then you go off and drill it for half an hour.”
On screen: Technique of the week
Lloyd asks: "What does that mean for me?"
“You get far less time actually grappling, so you learn slower and it all feels more stressful.”
Lloyd asks: "And then what?"
“That's why most white belts quit in their first six months.”to confirm: Wayne's source
On screen: Most beginners quit in 6 months
Shot: class b-roll
“Of the 35 people who started our last course, 15 are still training with us now.”
On screen: 15 of our last 35 are still training
Back to Wayne
“Pick the right club straight away, because if you quit, you probably won't try it again.”
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
Script 8How a session here actually runs
Walking across the mats. The editor cuts the Step 2 b-roll in over each part.
Walking onto the mats
“Every session here covers the whole game, all three parts of it.”
On screen: The whole game, every session
Shot: takedown b-roll
“There's stood up, where every roll starts.”
On screen: 1. Stood up
Shot: guard b-roll
“Then guard, which is fighting off your back.”
On screen: 2. Guard
Shot: pin b-roll
“And pins, holding someone down or getting out from under them.”
On screen: 3. Pins
Back to Wayne, still walking
“You learn all of it through games, not by copying one move fifty times.”
On screen: Games, not drills
Punch in
“Each game's got a rule that makes you find the answer yourself, so it actually works when someone's resisting.”
Shot: Wayne coaching live, from S1
“I'm watching the whole time and tweaking it as we go, depending on who's in and what they're finding hard.”
Back to Wayne
“Week to week it builds, so nothing you learn is random.”
Punch in
“It's full contact, but it's safe, because every game's set up with a purpose.”
On screen: Full contact, but safe
Wayne stops walking
“It's the same coaching approach they use in the Premier League and the NFL, and I don't know another club round here that teaches like this.”to confirm: Wayne's sources
On screen: Used in the Premier League and the NFL
Ad ending
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Post ending
“Comment ROOTS and I'll send you everything about the beginners course.”
The hooks
The first three seconds of an ad. Each one is filmed in a different spot so Meta treats it as a new ad.
During the class
Hook 1Mic'd up with Coach Wayne
“If you live in Angmering and you've never seen inside a jiu-jitsu class, I'm mic'd up today, so come and have a look.”
Close on Wayne, class warming up behind him
Straight after class, everyone on the mats
Hook 2Is jiu-jitsu scary?
“If you live round Littlehampton and you think jiu-jitsu's just people trying to hurt each other, honestly, it's really friendly.”
Wayne stood calm in front of the mats. Behind him Ed picks someone up and slams them, then everyone laughs
Hook 3Who's the most dangerous person in this room?
“If you live near Worthing and you think you're too small for jiu-jitsu, watch who wins.”
Slow pan across the biggest lads, arms folded, then the smallest member to confirm: who. Quick cuts of them tapping each big lad, all on the floor
Hook 4Over 35? Relax
“If you're over 35, live in East Preston and fancy trying jiu-jitsu, relax, nobody's throwing you around in your first week.”
Wayne lands a helicopter armbar, slow mo, then turns to camera grinning
Hook 5Bored of the gym?
“If you live in Rustington and you're bored of the gym, try learning jiu-jitsu instead.”
A rolling back take, low angle, then Wayne to camera
Hook 6Thought you could never do that?
“If you live in Arundel and you've watched jiu-jitsu thinking you could never do it, most of our members thought the same when they started.”
A suplex into a bow and arrow choke, wide
Wayne on the tripod
Hook 7Over 35?
“If you're over 35, live in Angmering and you think you've left jiu-jitsu too late, you haven't.”
Spot A, wide, Wayne sat on the edge of the mats
Hook 8In your 40s?
“If you live in Worthing, you're in your forties, and a room full of twenty year olds is what's putting you off jiu-jitsu, most of our members are over 30.”to confirm: Wayne's count
Spot A, close, kit bags behind
Hook 9Never done a martial art?
“If you live in Littlehampton and you've never done a martial art in your life, jiu-jitsu's a lot friendlier than it looks.”
Spot B, Wayne stood by the door
Hook 10No time for you?
“If you live in Goring and work and the kids take up your whole week, jiu-jitsu could be the one bit that's just for you.”
Spot B, sat on a bench, side on
Hook 11New year, new skill
“If you live in Angmering and you want to learn a new skill this year, not just sign up to another gym, try jiu-jitsu.”
Spot A, by the timetable board held for January
Hook 12Women, Worthing
“If you're a woman living round Worthing and you've thought about jiu-jitsu but never walked in, this is for you.”
Spot A, wide, women training behind if any are in
Hook 13Feel more confident
“If you're a woman in Rustington and you want to feel more confident looking after yourself, jiu-jitsu's a great place to start.”
Spot A, close, Wayne knelt on the mats
Hook 14She thought it wasn't for her
“If you're a woman round Littlehampton and you think jiu-jitsu's not really for you, she thought exactly the same.”
Spot B, by the window
Hook 15How does a class work?
“If you live in Arundel and you've always wondered how a jiu-jitsu class actually works, I'll show you how we run ours.”
Spot A, Wayne pointing back at the mats
Hook 16Coaching matters
“If you live in Ferring and you're thinking about jiu-jitsu, how you're coached matters more than you'd think.”
Spot B, close, sat
Hook 17Technique of the week?
“If you already train jiu-jitsu in West Sussex and every class feels like technique of the week, come and roll with us.”
Spot A, wide, stood
Hook 18Thinking of quitting?
“If you're a white belt in Worthing and you're close to quitting jiu-jitsu, try a different club before you give up.”
Spot B, close, by the door
Walking, on Wayne's phone
Hook 19Angmering Community Centre
“If you live in Angmering and you've wondered what's going on in the community centre on a Sunday morning, it's jiu-jitsu, come on in.”to confirm: Sunday class time
Walking across the car park to the centre
Hook 20Meaning to try it for years?
“If you're in Littlehampton and you've been meaning to try jiu-jitsu for years, I'm walking in now, so come with me.”
Pushing the hall door open
Hook 21Total beginner?
“If you live in Worthing and you're a total beginner at jiu-jitsu, this is what your first Sunday with us looks like.”
Walking onto the mats
Town call outs
Angmering
“If you live in Angmering and you've fancied trying jiu-jitsu, this one's for you.”
Littlehampton
“Littlehampton, if you've been thinking about jiu-jitsu, have a watch of this.”
Worthing
“If you're in Worthing and you've always wanted to try jiu-jitsu, stick with me.”
Rustington
“If you live in Rustington and you've never tried jiu-jitsu, this is for you.”
East Preston
“East Preston, if jiu-jitsu's been on your mind, watch this.”
Arundel
“If you're in Arundel and you want to learn jiu-jitsu, we're just down the road.”
Intros
“I'm Wayne, head coach at KODA:MA.”
“I'm Wayne, I run KODA:MA, and we train at the community centre on Foxwood Avenue.”
Reviews line
“We've got 44 five star reviews on Google, so have a read.”update the number on the day
Spare endings
Ad endingAds
“So if you've never trained and you'd like to start, tap the link, pop your details in, and I'll message you to pick your first Sunday.”
Ad endingAds, small course
“I keep the beginners course small so I can look after everyone. Tap the link and pop your details in.”to confirm: spaces per course
Ad endingAds, people who already train (H17, H18)
“If you already train and fancy a session with us, tap the link and pop your details in.”
Post endingOur page, ROOTS
“Comment ROOTS and I'll send you everything about the beginners course.”
Post endingOur page, ROOTS, women
“Comment ROOTS and I'll let you know when our next women's evening is.”
How the ads run
Every ad is three clips joined together.
- We film 21 hooks, so each main video can go out with different openings.
- Meta shows each version to different people. The numbers tell us which opening stops people scrolling.
- The winning hooks then go onto the other videos, like Lego. No refilming.
- Ads end with "tap the link". Posts on your page end with "comment ROOTS".
- Every ad looks different in its first two seconds, so Meta finds different kinds of people.
Wave 1
Live Mon 4 January
Hook 9: Never done a martial art?
The six week beginners course. Wayne to camera
Hook 10: No time for you?
This is Josh. Wayne's voice over class footage
Hook 14: She thought it wasn't for her
This is Sarah. A member talking
A single image: offer card, Wayne with the gi and belt
Wave 2
From about Mon 18 January
Hook 1: Mic'd up with Coach Wayne
Mic'd up with Coach Wayne. Mic'd up in class
Hook 16: Coaching matters
Why most beginners quit. Wayne interviewed
Hook 20: Meaning to try it for years?
Your first session, step by step. Step by step on screen
Headline from hook 6
A swipe through carousel: the six weeks, one slide each
Wave 3
From about Mon 1 February
Hook 2: Is jiu-jitsu scary?
What did you think it'd be like?. Lots of members, quick cuts
Hook 15: How does a class work?
How a session here actually runs. Wayne walking the mats
Hook 4: Over 35? Relax
The six week beginners course. Wayne to camera
Headline from hook 5
A single image: for you if, not for you if card
How we judge them
- Each wave gets at least a week before anything changes. Judging after a day is guessing.
- We look at the cost of each enquiry, how many people stop in the first three seconds, and how many book a course.
- If a wave is working, we leave it alone and hold the next one back.
- If it isn't, the next wave goes live in a fresh ad set.
- The best hooks then get added to the winning videos.
Your page, one post a week
One post per main video, each with its own hook, ending "comment ROOTS".
Week 1S1, mic'd up with Coach Wayne
Top of funnel, shows the class
Week 2S4, this is Josh
A real member, over 30
Week 3S8, how a session runs (T2)
The method, plain and simple
Week 4S3, what did you think it'd be like (H6)
Members knocking down the fear
Week 5S7, why most beginners quit (H17)
Wayne's expertise
Week 6S5, this is Sarah (H12)
For women, then the women's evening
Week 7S2, your first session (H21)
For the nearly ready
Week 8S6, the beginners course (H7)
The ask
References
- "This is my boss Lloyd"
How the "This is Josh" and "This is Sarah" member stories will feel: voice over, real footage, one person's story.
- Your open night speech
Held people the longest of any ad last time. The mic'd up video builds on it.
- Your selfie at the centre
The cheapest video for enquiries last time. The walking hooks copy it.
- The £149 offer graphic
The cheapest enquiries overall. The new one has less text and the new offer.
- Satoria's video
The feel for Sarah's story, for women thinking about starting.
- Love at first sight
Real reactions on the mats. The members' quick questions build on this.