The L.E.A.D. Blair Priest, Ronnie Shaban , Kelly Kaiser, Akash Singh, Robbie Sell
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Transcript of The L.E.A.D. Blair Priest, Ronnie Shaban , Kelly Kaiser, Akash Singh, Robbie Sell
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The L.E.A.D.Blair Priest, Ronnie Shaban, Kelly Kaiser, Akash Singh, Robbie SellApril 24, 2012
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Table of Contents Background………………………………………………………………………..3 Situation Analysis………………………………………………………………..4
SWOT Analysis Competitor Analysis
Advertising Objectives.................................................................10 Target Market……………………………………………………………………11 Advertising Creative…………………………………………………………..14
Research Print Advertisements………………………………………………………….22
College Newspapers Local Events……………………………………………………………………..24 WUVT Radio…………………………………………………………………….26
Radio Script Social Media Recommendations………………………………………….28 Content Calendar and Budget……………………………………………..32 Additional Advertising Options……………………………………………34 Appendix…………………………………………………………………………36
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About Crimper’s
Opened in mid-April
Offers day passes as well as monthly and annual memberships
Lessons and intro class available
Yoga classes
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Situation Analysis Crimper’s Climbing Gym is the new rock
climbing gym in Christiansburg opening in April. It will offer day passes and memberships as well as instructional classes.
The company has no current advertising campaign since they are opening this spring.▪ They do have a website that was recently
launched and a Facebook page (that is in need of improvement)
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Situation Analysis They want to use their logo, a crimper’s hand, to
create brand recognition They are entering a favorable market considering
that there is no competition and that there is always a demand from students for fun activities in the area.▪ But, this activity would be a discretionary use of funds, which
are currently low for most consumers due to the recession Consumers include college students and residents of
the New River Valley▪ VT Climbing Club▪ Experienced and inexperienced climbers
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SWOT Analysis
Strengths Weaknesses- Location - Awareness- Appeal to all levels - College kids, primary - Unique/new activity audience, are only here 8 for the area months
Opportunities Threats- Social media - Economy- Partnership (VT climbing - SeasonalityClub and outdoor shops) - Competitors
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Competitor Analysis Competitors: Rise Up Climbing of Lynchburg & Wytheville Rec
Center Location: Opportunity to capture Roanoke, Blacksburg, &
Christiansburg markets Rise Up climbing gym
▪ Geared towards all levels of climbers▪ One hour from Roanoke ▪ Two hours from Blacksburg
Wytheville Recreation Climbing Wall▪ Geared towards novice climbers and event hosting▪ One hour from Blacksburg ▪ An hour and a half from Roanoke
Pricing: More expensive daily charge but shorter commute Rise Up (All rates are for one adult)
▪ $13.00: One time visit▪ $110.00: 10 Visit pass▪ Year membership: $495
Wytheville▪ $6.00 for one daily admission to entire facility, including rock wall.▪ $54.00 for 12 visits
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Competitor Analysis Gym hours for open climbing
Rise up▪ M, W, F – 1:00 PM – 10:00 PM▪ T, TR – 3:00 PM – 10:00 PM▪ Sat, Sun – 1:00 PM – 7:00 PM
Wytheville▪ T, TR, F, Sat – 3:00 PM – 7:00 PM▪ Sun – 5:00 PM – 7:00 PM
Special Events Rise Up▪ Monday College Night, Summer Camp, Free Yoga, 3 classes
offered Wytheville▪ Party Packages (Includes rock wall, swimming, gym time, and
game room), Rock wall rent out, belaying classes
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Competitor OverviewRise Up Climbing A more direct threat for Crimper’s Climbing because they are targeting
similar markets, from beginners to the serious climber. Crimper’s advantage is the closer location to Roanoke , Blacksburg, and Radford. Crimpers will have to imitate what Rise Up Climbing gym does well, which is attract the area’s top climbing talent, as well as attracting new customers. Rise Up Climbing gym offers a wide variety of classes, training, and summer camps.
Wytheville The Wytheville recreation center seems to be for more casual climbing.
The recreation center will not be as big of a threat to Crimper’s. They seek to provide a pleasant climbing experience for their members and do not focus particularly on the serious climber. It seems like their climbing wall is used for birthday parties and casual gatherings. Their hours are shorter and their location is far from both Roanoke and Blacksburg.
Outdoor climbing will also be a competitor during specific seasons
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Advertising Objectives Create awareness Seasonal advertising directed at students
when they return in the fall. Also, summer advertising to promote local summer camps in the area
They want to be seen as the “Center for Climbing in the Area” and a “social outlet”
Increase per-day check-ins
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Target Markets People of all ages, especially college students
because of the large presence of college campuses in the area (VT, Radford, Roanoke College)▪ Also, residents of the New River Valley and Roanoke▪ Families (specifically children’s parties)
Appeal to returning students in the fall and to new students at orientation
Current climbers – promote buying annual and monthly memberships▪ Use their connection with the college climbing clubs
to increase memberships New climbers – market the day passes in order to
increase foot traffic in hopes that day users might become members
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Characteristics of Target Market Demographic
Primary target audience▪ 18-24 year olds, college students
Secondary target audience▪ Children and families; General public of NRV
and Roanoke Psychographic
Adventure seeking Outdoorsy
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Key Strategy Establish Crimper’s as the new “it” activity in the area
for all age groups Desired mediums in which to advertise:
Blacksburg Transit Collegiate Times and Tartan (Radford newspaper) College radio YouTube channel, Pinterest, TweetDeck Untraditional methods of advertising – sticker bomb Print ads in outdoor shops VT bucket list Summer Kick Off Weekend Theme Nights Gobblerfest Steppin’ Out
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What does the ad say about the product?
Does it motivate you to purchase?
Does it stand out from the competition?
Image 2-Climb
That climbing is a fun activity to do while getting exercise
Yes-motivates people to be active
Yes
Climbing is a way to get out in the world so you can explore
Yes-it looks cool Yes
Climbing is a way to conquer your fears
Yes-laid out well Yes
Image 3-hand Going to this gym will help you achieve things
Yes-shows someone achieving something
No
It is a place you want to go if you enjoy climbing or have never tried before
Yes-represents overcoming your obstacles
Yes
Image 4-What’s holding you back
Unique experience we need to take advantage of
Yes-fun challenge, adventurous atmosphere
Yes
It’s exciting and challenging
Yes-visually appealing
Yes
Looks scary but fun Yes-like the action Yes
Which ad motivates you to purchase?
Sales
1st Ad2nd Ad3rd Ad4th Ad
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Information to Include in Ads Hours of operation Classes offered Location and contact information
including Facebook and Twitter icons Slogans
“Not your ordinary gym.” “What’s holding you back?” “Center for climbing in Southwest
Virginia.” “Climbing our way to the top.”
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Print Advertisements
NRV Magazine 1/8 page $370 for 6 issues Run during summer/winter break Targeting moms/families
Blacksburg Transit Inside bus advertisement $400/month One ad per bus on all routes September and January
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College Newspapers Collegiate Times
$71.12/month for 7 months Sept-Nov and Jan-April
Tartan (Radford Newspaper) $400 Stickies▪ Removable ad that is stuck to the front page – often
used for coupons▪ September and January
Print ad $107.10/month November, February, April
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Local Events
Steppin’ Out Deadline to sign up – May 1 August 3 & 4 $150 for a booth
Gobblerfest Sept. 7 4-8 Drillfield Registration opens soon $100/ booth based on last year
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Summer Kick-off Weekend Friday – Sunday Ideas for the days:
Free beginner’s classes and tutorials (Friday)
Sizzlin’ Saturday: Beat the Heat – free popsicles/ice cream (Saturday)
Free yoga with the price of admission (Sunday)
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VT Radio Station
WUVT FM 90.7 $15.50/hour 7 p.m. – 12 a.m.
(highest traffic times)
Played at the top and bottom of every hour
7 times/ month = $108.50
For 7 months = $759.50
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Radio Script
“Looking for an alternative and fun way to exercise? Crimper’s Climbing Gym is now open in Christiansburg offering a premiere rock climbing facility for the New River Valley. Offering membership and day passes at affordable prices. Visit our website at www.crimpersclimbing.com or follow us on Facebook and Twitter. Crimper’s Climbing Gym, climbing our way to the top.”
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Social Media 665 Likes on Facebook
Great job of replying to posts
41 Followers on Twitter Only 6 Tweets
Currently not using FourSquare
No YouTube Channel
Currently not using Pinterest
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Facebook Recommendations
Offering specials/coupons to gauge social media influence
Utilize TweetDeck to integrate your social media platforms Schedule tweets
and status updates
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Twitter Recommendations
TweetDeck Start
following – to establish relationships with followers
Tweet more frequently - at least once a day
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Social Media Recommendations FourSquare
Allows customers to “check-in” at your gym Mayor, most frequent guest, gets a free pass
YouTube channel Climber of the month videos Tutorials – climbing techniques Tour of the gym
Pinterest Climber of the month Places we have climbed/want to climb Link all pictures back to your website
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Content Calendar
May-12 Jun-12 Jul-12 Aug-12 Sep-12
Register for Gobblerfest $100 Summer Kick Off Weekend Pool fliers Steppin' Out (Aug. 3-4) Gobblerfest (Sept. 7)
Register for Steppin' Out $150 Pool fliers Pool fliers Tartan Stickies $400
Collegiate Times Ad $71.12
WUVT (Radio) $108.50
Blacksburg Transit $400
VT Bucket List
See Appendix for full content calendar.
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Budget Allocation
29%
12%20%
22%
3%4%10%
Advertising Budget ($3,725.23)
Tartan $1,082.74 Collegiate Times $462.99
WUVT $759.50 Blacksburg Transit $800
Gobblerfest $100 Steppin' Out $150NRV Magazine $370
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Additional Advertising Opportunities Print ads in local outdoor stores Fliers at local pools
Shawnee Swim Club Blacksburg Aquatic Center Frog Pond Christiansburg Aquatic Center
VT Bucket List Contact SAA in Fall 2012
The Big Event 2012 and 2013
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Untraditional Methods
Sticker bomb
Sidewalk chalk The crimp logo or “Crimper’s Climbing
Gym”
Car wrap
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Appendix