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NorthCypress Team A (Addison)
- 1. NORTH CYPRESS FITNESS MARKETINGCAMPAIGN Marketing: Sean Barron | Addison Martinez | Ryan Fucaloro | Amie Lovas Production: Alana Johnson | Nick Harrison | Danielle Shearer | Marcus Evans
- 2. SITUATION ANALYSIS ■Loyalcustomers ■Viewed as exclusive “club” ■Change public perceptions to an “everybody fits” mentality ■Emphasize family and acceptance culture
- 3. SWOT ANALYSIS Strengths • Companyhas a large, clean, updated facility • Loyal customer base • Room to expand • 24/7 locations • Multiple membership options • Childcare options • Offer meal plans/ indoor café Weaknesses • Center is viewed as an exclusive “club" - deterring many • High price point • Not involving many of the new trends in fitness • Not seen as very diverse Opportunities • Current trends in fitness • "Clean eating" popularity growth • Growth in demand for fitness education classes • Olympic year increased sports participation • Childhood obesity is a growing concern Threats • Increasing competition in Hammond area • Low cost options (Planet Fitness) opening • Free Membership for college students • Youth involvement in sports is on decline
- 4. KEY STRATEGIC DECISIONS TargetAudience Objectives â– Millennials â– Age 23-34 â– Income $40,000 â– Early families To change the brand perception of North Cypress Fitness to an all inclusive fitness center - in turn, increasing new gym memberships.
- 5. TONE â– Inviting â– Open â– Friendly â– Family oriented
- 6. BIG IDEA North CypressFitness is “a good fit.”
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- 8. BILLBOARDS Why billboard? – 984,000impression monthly Implement – Digital allows for easy and frequent ad diversity – Lamar: South Morrison Cost – $7,000/month for digital
- 12. AUDIO Radio Pandora Why audio? 84%American drivers use radio Why? – 61% listeners are millennial female Implement – 102.5 WFMF – Mon-Fri for morning commute Cost – $65/30 sec spot Why? – 84 million visitors a month – Ad to selective area/demographic Implement – Pop/Today’s Hits – Exercise playlists Cost – Visual ads: $5-$7 – Audio ads: $8-$12 – Video ads: $15-$25
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- 14. SNAPCHAT Why snapchat? • 60%of smartphone users 13-34 are Snapchatters • 63% of those users are 18-34 • analytics Implement • Easy setup/create account/geofilter • monthly coverage Cost • $700 for constant coverage in one month
- 16. Why video? • visual •create story • flexible • TV, YouTube, Social Media Video
- 17. VIDEO ADVERTISING Why YouTube? •Is the 2nd most visited website in the world • YouTube overall, and even YouTube on mobile alone, reaches more 18-34 than any cable network in the U.S. • built in analytics Implementing: • target options millennials, females, Hammond/Ponchatoula area, Sports/Fitness/Health/Wellness Cost: • flexible pricing $10/day = approximately 700-800 views $5/day = approximately 300-400 views
- 18. VIDEO ADVERTISING Why Facebook? -88% of millennials have FB account Implementing: - target options - millennials, females, Hammond/Ponchatoula area, Sports/Fitness/Health/Wellness Cost: - flexible pricing - $10/day = approximately 700-800 views - $5/day = approximately 300-400 views
- 19. Media Schedule Jan FebMar Apr May June July Aug Sept Oct Nov Dec T.V. X X X X X X Social X X X X X X X X X X X X Board X X X SChat X X X X X X X X X X X X Radio X X X X X
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- 21. Conclusion Implement marketing plan Easyto build on Increase diversity THANK YOU!