How do you recommend Tatiana approach her promotion?

What are your specific recommendations? What other ideas do you have for building a following for Working. Girl. Workout? Justify your suggestions based on what you read in the Promotion chapters.

Twenty-four-year-old Tatiana Rogers is finally pursuing her dream to become a veterinarian. After a few years working as a veterinary technician, Tatiana was excited to be accepted into a combination Doctor of Veterinary Medicine and MBA program. The coursework and student assistantship kept her pretty busy, but Tatiana always found time for her hobby as a bodybuilder. She had always been a fitness junkie, and in the last few years Tatiana enjoyed competing in bodybuilding competitions. This usually meant year-round training and attending four to six competitions per year. It was a great stress release.

Tatiana was pretty successful in these competitions. She enjoyed sharing pictures of herself working out and competing on Instagram. Soon friends and Instagram followers started asking, “How do you do it?” and “What’s your secret?”

They wondered how she found the time to complete a demanding school program, work a part-time job, stay in shape, and compete.

Tatiana had developed some tricks to stay in shape over the years. She thought there might be an opportunity to share her knowledge and experience and turn it into a side business. She was familiar with some workout brands that were built through the social media platform Instagram—many were based on the personal brand of an individual. One of these brands had more than a million followers. Tatiana wondered if she could build a business like this. She grabbed the Working. Girl. Workout handle at Instagram and the workinggirlworkout.com domain and started to work.