RunTex Media Plan 2011
Table of Contents Meet the People Analysis Executive Summary Campaign Scope Brand Profile Geographic Profile Direct Competition Indirect Competition SWOT Secondary Research Target Market Media Vision Media Media Objectives Strategy Media Menu Media Budget Media Mix Continuous Flight 1: Hit the Ground Running Flight 2: Keeping the Pace Flight 3: Crossing the FInish Line Gallery Flowchart Recommendations Commitment to Moving Forward
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3 4 5 6 7 8 10 12 13 14 16 18 20 22 23 24 26 28 30 32 34 36 37
Meet the Team
Ian Pribyl
Paulomi Sammie Anastasia Kelsey Rachal Garcia Pratap Mechinus Media Planner Media Planner
Media Director Media Planner San Antonio, Texas
Austin, Texas
Creative Director
San Antonio, Texas
Victoria, Texas
Arlington, Texas
Executive Summary Through detailed planning and collaboration, Muse Media has compiled an ideal media plan for RunTex. Muse Media strives to carry the success of RunTex in the Austin area over to its new location in Atlanta, Georgia. With a successful campaign, RunTex can excel in the strong Atlanta community of runners. Before the company moves to Atlanta, GA, and even before allocating the media budget, taking stock of how RunTex compares in this new competitive environment takes precedence. Once it has been determined where RunTex stands, a media strategy must be formulated to help direct media efforts. After thorough research and investigation of the Atlanta, GA market, Muse Media has developed a media plan that will target a very specific target market with large profit potential. We believe this will help RunTex differentiate itself from the competition in this saturated market. Muse Media will present a full media plan, within the RunTex budget, that will create awareness in the Atlanta market through cable, nontraditional, out of home, and guerrilla advertising plus several publicity efforts. This campaign will progress with a pulse strategy - a combination of three flights along with a continuous media campaign. This document is intended to help the executives at RunTex understand the logic behind the media placements and assist in making a decision to move forward with our agency.
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Flikr.com, GoodHealth.com, City of Austin
Campaign Scope RunTex, founded by Paul Carrozza in 1989, is a store dedicated entirely to running. It currently serves a running community of 30,000 in the Austin area. With five locations in this city, RunTex provides its customers with unparalleled access to marathon training programs, events, and products. The business makes a point of being open to any type of customer, from those just starting to the well conditioned athlete. The focus on fitness/health and the training program allow it to cater to a wide variety of fitness goals. Recently, since RunTex has reached so many consumers in the Austin area, the company has decided to venture out of it’s home base in Texas to start a new store front in Atlanta, Georgia. With a grand opening of August 13 fast approaching, the company has requested a media plan that will aid in promoting this new store and attract customers. They are providing a media budget of $55,000, with the requirements that at least 90% of this money is spent on media that can be quantified.
Check out my 30 second mile! Flikr.com, RunTex.com
(flip the pages)
Brand Profile Product RunTex elicits feelings of community and belonging in the Austin runner’s mind. While the main retail products sold are running shoes, apparel, and accessories, this local company also provides support for those just getting in to the sport or those who have been doing it for years. RunTex also offers training classes through its RunTex University program. RunTex University educates students on the ins and outs of running as well as advice from experts on everything from exercise drills to minimize risk of injury, nutritional tips, selecting the best training equipment, and much more. The company’s goal is to provide students with the information needed to fulfill a safe and healthy running lifestyle.
Promotion RunTex has many promotional activities in Austin. The store manages a Facebook and Twitter account as well as 5 locations in the Austin area. Runtex currently sponsors over 200 runs in partnership with organizations like Big Brothers Big Sisters and City of Austin Parks and Recreation. One such partnership is with Gorrilla Run, where participants who register get a $20 coupon for the RunTex stores. Below is a comprehensive list of educational program partnerships:
Place RunTex has both a brick and mortar and online store front. Both types of store distribute products and training services. The physical store has a limited selection of running equipment, and focuses more on training and educating the running community. The website is equally focused on the running community, providing news and training specific content instead of merchandise. Even so, runtex.com/store provides access to a slightly wider range of merchandise.
Price Some of the shoe brands offered at stores are Asics, Brooks, Mizuno, New Balance, Nike, Saucony, Ecco, Addidas, and Karhu. These shoes all range in price from $80 - $200. The least expensive brands carried are Addidas, Asics, and Nike and the highest prices belonging to Ecco, New Balance, and Mizuno. In addition to merchandise available at all RunTex stores, the RunTex University training program costs $50 per class.
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- Big Brothers Big Sisters - Southwest Key Program - Sunshine Camps - City of Austin Parks and Recreation - Neighboring City’s Parks and Recreation - Local Churches - Neighborhood Associations
Geographic Profile Atlanta, Georgia
According to PRIZM, the 30307 zip-code has a fair mix of geographic personalities. There is large amount of middle and upper middle class workers. These geographic personas are very similar to the ones found in Austin, TX. In this specific area of Atlanta, most households have larger amounts of disposable income. A smaller amount of households are more likely to buy higher end products. Geographic Persononas American Dreams Bohemian Mix Executive Suites Movers and Shakers Young Digerati 4 Surrounding Parks Freedom park Inman park Springvale park Langcarson park Outside of Downtown Average income of zip code, $71,178 Atlanta is listed #26 in Sperling’s list of the Healthiest Cities, where it also mentions that Atlanta values activity and diet above all other traits. Flikr.com, GoodHealth.com, City of Atlanta
Direct Competition
Big Peach Running Co. 114 E. Trinity Place Decatur, GA 30030 8
4.2 miles
Phidippides
Fleet Feet Sports
1544 Piedmont Avenue, Atlanta, GA 30324
224-B Johnson Ferry Road, Atlanta, GA 30328
4.1 miles
16.4 miles
Direct Competition
continued
Big Peach Running Co. Big Peach has a strong hold on the running community in Atlanta. There are a total of five locations in the area that provide a variety of services. Big Peach sponsors many of the running events happening around Atlanta as well as weekly running group and training camps. The company has a wide selection of products, from shoes to accessories, and gives customers running equipment fittings to find the tools that best fit their needs. Recently, Big Peach was named the Best Running Store in Atlanta for 2011. Our research found no weaknesses with Big Peach Running Co making it our top competitor.
Phidippides Phidippides was the first specialty running store in the world. Established in 1974 in Tallahassee, FL, Phidippides branched out to Atlanta soon after. The Atlanta store is very much plugged into the running community and provides up to date information on running events in the area. Phidippides also serves charitably: it recycles old shoes and ships them to runners around the world who cannot afford running shoes of their own. Phidipiddes does not have a website, however, nor does it have the technology to provide shoe fitting services.
Fleet Feet Sports Fleet Feet was named best running store in 2009 and 2011 in Atlanta. Fleet Feet caters to two unique customer groups: women and pet lovers. They provide women with a wide selection of sports bras, take the time to measure individual sizing and help each customer find the appropriate garments. They provide the same services for athletic shoes. Fleet feet also supports “Adopt a Golden Atlanta�, a nonprofit organization that finds permanent homes for golden retrievers. Fleet Feet, unlike Big Peach or RunTex, focuses primarily on leisure running, and therefore does not sponsor events around Atlanta.
Maps.Google.com, Phidippides.com, FleetFeetAtlanta.com, BigPeachRunningCo.com
Indirect Competition
Trinity Gym
Atlanta Fitness Diva
828 Ralph McGill Boulevard, Suite W-4 Atlanta, GA
855 Mount Vernon Highway NE #200, Atlanta, GA 30328
10
1.5 miles
15.9 miles
Women’s Premier Fitness 4961 Lower Roswell Road Marietta, GA 30068 20.1 miles
Indirect Competition
continued
Trinity Gym Trinity Gym has a unique environment and offers regular gym hours or boot camp, body sculpting, and cardio kick boxing six days a week for their members. They have a program for women called TAKE 21 which lasts for 21 days and informs women about nutritional myths, why cardio exercises make you thinner, how to achieve results, and much more. Another program specifically for women is bridal fitness transformation which gets you to your dream weight and helps you look gorgeous in your gown on your wedding day. They also offer many other programs like self-defense, Olympic Tae Kwon Do, and Super Market Tours. They provide free consulting plus personal training online and in the gym. They are an indirect competitor because they provide a great facility with programs that supplement running workouts very well.
Atlanta Fitness Diva Atlanta Fitness Diva is a women-only fitness center that caters to women’s specific body types, helping them slim down, tone their muscles, and increase their metabolism. This fitness center opened very recently on Jan 3, 2011. They currently have three female trainers to help you transform your body and achieve your goals. One special feature is their handpicked equipment for the best workouts a woman’s body can get. This center also offers boot camps, massage therapy, small classes, and personal training sessions. We consider this company an indirect competitor because they are on the other side of town.
Women’s Premier Fitness Women’s Premier Fitness is a facility just for women. They provide classes such as yoga, Body Pump, and Zumba seven days a week. Also they are not just a training facility, but they provide full tanning services for their members as well. They provide a “Kid Zone” for women to drop their kids off while they work out. Their facilities are clean, professional, and pretty. All of the things women love makes the experience much more intimate. Women’s Premier Fitness is indirect competition because of their kid’s center and their clean, modern environment that women are instantly drawn to.
SWOT Analysis Strengths strengths
* Devoted consumers * The progress of consumer is obvious * A strong community of runners and also participates in events that encourage people to run, including the many marathons held in Austin * The helpful and knowledgeable staff (who are all runners themselves) can aid in making the best purchase decision for your lifestyle * Offer high quality running shoes and apparel for the professional or avid runner. * Their products and services can help increase performance, reduce risk of injury, and provide better comfort. * Psychological benefit of knowing you are using the highest quality project, which makes you feel better and more confident about yourself.
Opportunities * Free classes/programs allow for wider reach
* Niche market, very selective products for very selective consumers * Consumers actively seek out RunTex * Upwards of 60,000 women runners in the Atlanta community * Strengths of store would appeal to avid runners * Many events that could be used to promote and market the company
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opportunities
Weaknesses weaknesses
* Exclusively focused on customer needs * Focus on fitness & health * Consumers must be devoted to better their running skills/ techniques before RunTex is present * Small store, less merchandise options * Only appeal to market of frequent runners who are more experienced * Less experienced runners may be more intimidated by this * Only based in Austin so less chance of other people outside knowing about the store * Do not have a wide selection of apparel * Competitor websites are much more well developed.
Threats
* Other competitive exercise companies that incorporate more for the family * Current stores people already shop at * Fitness programs with local gyms * Other large training companies with an Atlanta following, specifically those that are present at large marathons
threats
Secondary Research
Going into such a competitive market is tough on any small business, so it’s important to spend every dollar wisely and make sure your message is received positively by the people receiving your message. The best strategy to compete in any saturated market is not to come in and try to outdo the competition. We believe the best strategy for a successful launch and long-term, profitable business in Atlanta’s endurance training market is focusing on a solid niche and appealing solely to that niche. After thorough research of the competition and surrounding areas, we found that women age 25-44 are a very promising market. Women now compose over 40% of the marathoners in America and the twenty year age group we’re recommending accounts for almost 67% of that. According to our MRI research, we found that 11.96% of the U.S. population is women aged 25-44 that run two or more times a week. Of that percentage 7.08% do not have any children and another 4.88 have children under the age of eleven. We believe offering a women’s only facility with a welcoming, judgment-free environment is the best way to succeed in Atlanta’s saturated endurance training market. In 2009 the city had an adult population of 540,922 and Atlanta’s metropolitan statistical area (MSA) was the home of 5,475,213. Based on the 11.96% we quoted above, that’s a target market of 64,694 potential customers in the city of Atlanta and 654,835 in the MSA. The competition of women’s only endurance training facilities is very low; virtually non-existent. We believe committing to this niche and over-delivering on their expectations of a training facility will result in a very happy, very loyal, very profitable position within this marketplace. MarathonGuide.com, MRI (2004)
Target Market core
Our main target is women, ages 25-44. These women are focused on being fit and healthy, at every stage of life. They have families or want families, but wont let having kids stop them from enjoying a good long run. They are well established and can support their passions with a well earned income, and they are dedicated to training for marathons.
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Flickr.com, MRI (2005)
secondary
Jessie - (single, no kids) - Late 20s Jessie is single and loves it. She has the freedom to exercise her own schedule and change it on a whim. Her greatest love (besides work, of course) is running. She loves to go to park in the evening with her German Shepard, Pinocchio, for long runs after work.
Target Market tertiary
Patricia (young mother) - Early to mid 30’s
Mother of 2 - Ryan (5), Jason (7) A seasoned veteran, Denise knows how being a mommy works. She understands that she needs to care for herself as much as she does for her kids. Denise loved to run in her free time, before she had children, and she wants to continue running. Unfortunately, whatever free time she has now is spent with her kids. She’s decided that running with her kids is the best solution to maintain that balance.
continued
quaternary
Paula (first infant or pregnant) - Late 20’s to Early 30s
New mother - Anna (6 months) Young mother Paula lives with her husband and newborn daughter Anna in the wealthy suburbs of Atlanta, GA. After spending time with her beautiful new baby, Paula is ready to go out into the world with her little Anna. She’s also wouldn’t mind getting back into shape. The trouble is, Anna’s still too young to be left on her own. If Paula could find a fitness program that allowed her to be with her daughter while working out, she’d be eternally grateful.
Flickr.com, MRI (2005)
Media Vision
RunTex has proven itself to be a company dedicated to providing quality service to their customers. This creates strong customer loyalty, which is extremely valuable in this competitive market. For this reason, MuseMedia chose a specific niche market to target for RunTex’s grand opening in Atlanta, Georgia.
Encourage women in their fitness goals no matter what stage they are at in life, and give special assistance to women who are expecting or have young children.
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media
Media Objectives Cable
The one and only purpose of cable within this campaign is to bust down the doors and get as many people to hear and see “RunTex” as possible. It’s all about initial exposure warming people up for our future efforts.
Non-Tradtional
Muse Media is going to hit the web hard throughout this campaign, with much of it running continuously throughout this campaign. Online and other forms of non-traditional advertising cannot be ignored anymore. Muse Media will utilize many methods to achieve maximum reach and attempt to start many conversations between the RunTex brand and target market.
Out of Home
Most of these out of home efforts are entirely about exposure. Muse Media wants people to see RunTex wherever they turn. They have seen our ads on TV, but who is actually using the product? If they pay attention to their surroundings, they will notice the RunTex name begin to pop up more frequently and this, in turn, will open up conversations with more women as exposure grows.
Guerrilla
Guerrilla is all about creativity and inexpensive efforts. Muse Media’s wellplanned efforts for our Guerrilla marketing campaigns should create buzz, gain media attention, and create awareness throughout the target market.
Publicity
Throughout the course of the campaign, Muse Media will use press releases to notify the media of RunTex efforts and keep the media channels updated. It is important that they are aware of RunTex efforts and successes, as well as what RunTex offers as a company. For widespread public exposure RunTex will need to continue distribution of press releases throughout all flights.
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strategy
Media Menu
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Media Menu
continued
Media Budget Continuous Mom Cards Running Group T-Shirts Coupon Books Adwords Campaign Facebook Campaign Sponsored Blogger Social Media Podcasts Total
Budget
% of Flight
% of Total Budget
$325.00 $2,500.00 $0.00 $5,125.00 $3,000.00 $420.00 $2,000.00 $2,500.00 $15,870.00
2% 16% 0% 32% 19% 3% 13% 16% 100%
0.59% 4.55% 0.00% 9.32% 5.45% 0.76% 3.64% 4.55% 28.26%
$27,450.00 $300.00 $84.00 $100.00 $300.00 $0.00 $1,300.00 $780.00 $300 $800.00 $31,414.00
87.38% 0.95% 0.27% 0.32% 0.95% 0.00% 4.14% 2.48% 0.95% 2.55% 100.00%
49.91% 0.55% 0.15% 0.18% 0.55% 0.00% 2.36% 1.42% 0.55% 1.45% 56.57%
Flight Two Massage Therapists 4000 Flyer Coupons Chalk Art (Big) #2 800 Flyer Coupons Chalk Art (Small) #2 Park Sign #1 Press Releases #2 & 3 Tree Shoes Total
$1,560.00 $400.00 $300.00 $84.00 $100.00 $650.00 $600.00 $1,000.00 $4,694.00
33.23% 8.52% 6.39% 1.79% 2.13% 13.85% 12.78% 21.30% 100.00%
2.84% 0.73% 0.55% 0.15% 0.18% 1.18% 1.09% 1.82% 8.53%
Flight Three Chalk Art (Big) #3 800 Flyer Coupons Chalk Art (Small) #3 Park Sign #2 Press Releases 4 & 5 Total
$300.00 $84.00 $100.00 $650.00 $600.00 $1,734.00
17.30% 4.84% 5.77% 37.49% 34.60% 100.00%
0.55% 0.15% 0.18% 1.18% 1.09% 3.15%
Flight One Cable Advertising Chalk Art (Big) #1 800 Flyer Coupons Chalk Art (Small) #1 Press Release #1 Groupon Youth Team Sponsorship Massage Therapists Flyer Coupons Inflatable Shoes Total
Media Mix
Cable $27,450.00 49.91% Non-‐Traditional $13,045.00 23.72% Out of Home $7,165.00 13.03%
Guerrilla $4,552.00 8.28% Publicity $1,500.00 2.73% Contingency $1,288.00 2.34%
Contingency - 2.34% We have set aside a contingency of a little over $1,000 to see which of our Guerrilla marketing techniques gets the best response from the community. We will replicate it one more time toward the end of the campaign and publish in our press release it is due to the fact it was a “fan favorite”.
Continuous This continuous media strategy will last throughout the entire campaign period, beginning August 8, 2011 and ending December 31, 2011. The purpose of this strategy is to create awareness of the RunTex name one week before the store opening and to remain at the top-of-mind for our target market throughout the remaining time. Muse Media wants to start RunTex off strong to create excitement for the August 13 opening date. Muse Media will build awareness during entry into this new market in several ways.
Posts by a Sponsored Blogger
Podcasts
Google Adwords Campaign
Social Media
Muse Media will hire a mom blogger to reach out to women that run marathons. The blog will be branded by RunTex and cover topics for female marathoners and mother marathoners, creating positive awareness from a source these women can trust. The purpose of this campaign is to drive traffic to the RunTex website by purchasing keywords. Users who type these specific words in the search engine will see RunTex at the top of the list. Monthly search volume is approximately 53,000 and expected clicks is approximately 1,600. atlanta running atlanta track club atlanta running stores atlanta running clubs run atlanta
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marathons atlanta running atlanta running clubs atanta marathons in atlanta big peach running atlanta
These podcasts will be sponsored by RunTex for women to download from Itunes. Their purpose is to give women something to listen to while they run. The podcasts will give health and fitness tips, complimenting what is learned in classes with RunTex.
Muse Media wants to maintain a constant presence on two popular social media websites, Facebook and Twitter. With updates frequently, followers/friends can be filled in on everything new with RunTex. RunTex will publicize their social media presence to create awareness and gain as many followers as possible.
Facebook Advertising Campaign
An advertisement will remain on Facebook throughout the campaign. It will specifically target women in Atlanta who are runners.
Continuous continued
Coupon Books
To continue reaching out to our market, Muse Media would like to place spots in coupon books that are available for purchase. The books offer two free spots for companies to advertise in. Women, mothers specifically, are the core target for this effort because they are the most likely purchasers of these coupon books.
Running Group Shirts
T-shirts will be distributed for women who join and participate in RunTex classes. These shirts will be for women to wear together during class in order for them to have a sense of belonging and feel like a community. They are taking training classes for one common purpose and we want them to bond over this with other women.
Mom Cards
We want to create sentimental cards for expectant or recent mothers, to be distributed at OBGYN’s, pediatricians, and Lamaze classes. On the front, these cards will read: “A woman who can do this can do anything. Congratulations on your new baby.” The back of the card will be a coupon, offering a one month membership to RunTex for free.
Flight 1 Hit the Ground Running Flight one will begin on August 13 and run for one month. The sole purpose of flight one is exposure. We want to introduce as much of our target market to your brand as possible so they recognize branded efforts in the coming months. It’s all about exposure for future recognition and preparing the market to receive our upcoming branded efforts.
Cable Advertising
Half of the budget is allocated here for a very good reason. With these efforts we will achieve almost 300,000 impressions that will set us up for all future efforts. We researched our target market to see which channels they watched most frequently, and we found CNN, MTV, Lifetime, and Discovery as the best options with 3040% viewership within the past week amongst our target market.
Press Release #1
Press releases will be used throughout this campaign for media attention. In this flight, they will be used for exposure through media attention.
Inflatable Shoes
We will setup three wires in Atlanta to hang a pair of giant inflatable shoes. A branded banner will be displayed to encourage people to bring a pair of shoes to toss up on the wires as well. Afterwards, all shoes will be donated to African civilizations where people can’t afford shoes.
Chalk Art
Guerrilla 3D chalk art will be used in two ways. On the day of the U.S. 10k Classic we will have three large pieces within the area done for families to pose with. These sites will also have a person handing out first month free “shoe coupons”. Also, there will be fifteen smaller pieces appearing as stray shoes lying in open areas across the city (i.e. streets, sidwalks, etc).
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Youth Team Sponsorship
We will sponsor five youth soccer teams with Runtex’s brand displayed on their uniforms. There will be one team sponsored in five leagues. This should result in large exposure for family oriented moms at their children’s soccer games.
Flight 1 Hit the Ground Running
Massage Therapists
We will setup three massage therapists wearing Runtex branded shirts giving free 10-minute chair massages at the U.S. 10k classic. We will also give out free first month “shoe coupons” around these stations.
Groupon
We will launch a ½ off first month Groupon for exposure on the Internet. This will encourage trial use and encourage people to visit our store.
Mom Cards
We want to create sentimental cards for expectant or recent mothers, to be distributed at OBGYN’s, pediatricians, and Lamaze classes. On the front, these cards will read: “A woman who can do this can do anything.” The back of the card will be a coupon, offering a one month membership to RunTex for free.
continued
Flight 2 Keeping Pace The purpose of Flight Two is to make good use of all the impressions we achieved in Flight One. Nothing is useful without a solid follow through. In this flight we will achieve exposure and begin having conversations and building rapport within the target market. This wave is all about capitalizing on the strong foundation we poured in Flight One.
Chalk Art
Another wave of large and small 3D chalk art will appear across the city to remind people to talk about us and come by our store. First month free coupons will once again be handed out on-site.
Park Sign #1
A large park sign, which will be located on a high traffic park trail, will interact with joggers as they run past. Viewed from the front, the sign will appear differently than once it is passed and looked at from behind; similar to the effects of a hologram. These alternating pictures will be of a person running and will be branded with the RunTex logo. This will gain wide visibility from active runners in the area.
Press Releases #2 and #3
Two more press releases will be distributed during this flight. These will be used to keep the media updated with our current efforts and notify them of our Guerrilla efforts as well.
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Flight 2 Keeping Pace
“Tree Shoes�
Tree shoes will be set up at the Merrell Down and Dirty Mud Run. These shoes will be at the trunk of 10 different trees, giving the illusion that each tree is wearing a shoe with a RunTex logo. Muse Media is certain this eye-catching Guerrilla effort will attract a great deal of attention at this event.
Massage Therapists
Muse Media will once again bring in a team of massage therapists to ease the muscles of weary marathoners. As with the first flight, the massage therapists will be close enough to draw attention and gain exposure but not on site. We be handing out coupons again as well. This flight contains two large marathons of 5,000 each: the Atlanta Half Marathon and the Merrell Down and Dirty Mud Run.
Flight 3 Crossing the Finish Line Flight Three is all about keeping the conversations flowing and continuing to have quality conversations with our target market. By now we have shouted your name at the top of our lungs, we’ve met your customers in the flesh and shaken their hands, and now all we have to do is keep the conversation flowing. This flight is all about carrying those final stragglers that are sitting on the fence about your product through to the finish line.
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Flight 3 CrossingTitle the Finish Line Chalk Art
We’ll carry over the same concept as the other two flights with our Guerrilla 3D chalk art (large and small pieces across the city), except this time we’ll get into the holiday spirit and have Christmas themed, branded art pieces that families can enjoy together. First month free flyers will again be passed out on-site.
Park Sign
We’ll bring back our interactive sign in the park one more time during this final flight. Depending on the results from our first efforts, the placement may be changed or we may put it up at the exact same location.
Press Release #4 and #5
Press releases four and five will be distributed to get a few more media pick ups before we conclude the year. They will be used once again to update the media on our efforts and progress as a company.
Gallery
Flyers
This is a two dimensional specialty cut flyer printed on cardstock, approximately 3 x 6 inches in size. The front of the flyer is shown above with the RunTex logo clearly visible. The back of the flyer has a coupon for a free one month membership with the address for the new Atlanta RunTex location. Also included but not shown is the RunTex website with a small sentence under the RunTex logo reading Marathon Training, Specialty Athletic Groups, Sports Merchandise.
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Inflatible Shoes / Shoe Donation
Clearly visible in the illustration above is an innovative donation method centered around a RunTex charity. The large shoes are inflatable shoes (for easier/cheaper production and implementation) suspended from a few ropes strung from Atlanta buildings. People are encouraged to toss their donated shoes over the ropes to be picked up by RunTex after an allotted time and given to children in Africa.
Gallery
Tree Shoes
Large inflatable shoes will be installed on the bottom of 10 trees in highly visible areas of surrounding Atlanta parks. The inflatable shoes will have the RunTex logo, website, and a short descriptive tagline located in on the side. The installation will be eye-catching, interesting, and make an exciting photo opportunity. The generated word-of-mouth between sightseers will translate into curious expeditions to our website and store.
Park Sign
This interactive park sign will be set up on highly trafficked park and running trails. The sign will be custom made to change images as people walk past. From one angle the image will be of a woman midstride, as the viewer walks past the image will shift into a second running pose to simulate the running motion. This unexpected motion of the billboard will warrant a second glace.
Flowchart August 8
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September
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
1
2
3
4
5
6
7
8
9
October
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
1
2
3
4
5
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9
10 11 12 13 14 15 16
Cable
79,656 Imps -‐ 69 insertions 21550 Imps -‐14 insertions 58,876 Imps -‐ 51 insertions 7697 Imps -‐ 5 insertions 20780 imps -‐ 18 insertions 95,818 Imps -‐ 83 insertions 6157 Imps -‐ 4 insertions
CNN Anytime CNN Primetime Discovery Anytime Discovery Primetime Lifetime Anytime MTV Anytime MTV Primetime OOH Mom Cards 2400 Imps
Running Group T Shirts 2500 Imps Coupon Books 2500 Imps Youth Sports Sponsorship -‐ $1300 Massage Therapists Flyers
3600 Imps
3000 Imps
2000 Imps
2000 Imps
Guerrilla Chalk Art (Big) Flyers Tree Shoes -‐ $1000 Park Sign Chalk Art (Small) Inflatable Shoes Non Traditional Google Adwords Social Media (FB/Twitter) Facebook Advertising Sponsored Blogger Podcast Groupon Publicity Press Releases
5300 Imps; 1600 clicks 1000 followers 3300 clicks 5000 Imps 3000 Imps
12 Pick Ups Continuous Mom Cards Running Group T Shirts Coupon Books Google Adwords Social Media (FB/Twitter) Facebook Advertising Sponsored Blogger Podcast
total Cable Imps = 290,534 Cable Anytime Imps 255131 Cable Primetime Imps 35403
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6 Pick Ups $325 $2,500 $0 $5,120 $2,000 $3,000 $420 $2,500 $15,865
Flight 1 CNN Anytime CNN Primetime Discovery Anytime Discovery Primetime Lifetime Anytime MTV Anytime MTV Primetime Chalk Art (Big) #1 Flyers at Chalk Art Chalk Art (Small) #1 Press Release #1 Groupon Youth Team Sponsorship Massage Therapists Flyers at Massage Chairs Inflatable Shoes
$6,900 $4,900 $5,100 $2,750 $2,250 $4,150 $1,400 $300 $84 $100 $300 $0 $1,300 $780 $300 $800
6 Pick Ups Flight 2 Massage Therapists Flyers at Massage Chairs Chalk Art (Big) #2 Flyers at Chalk Art Chalk Art (Small) #2 Park Sign #1 Press Release #2 Press Release #3 Tree Shoes
$1,560 $400 $300 $84 $100 $650 $300 $300 $1,000
Flight 3 Chalk Art (Big) #3 Flyers at Chalk Art Chalk Art (Small) #3 Park Sign #2 Press Release #4 Press Release #5
$300 $84 $100 $650 $300 $300
Flowchart November 17
18 19 20 21 22 23 24 25 26 27 28 29 30 31
1
2
3
4
5
5 Pick Ups
6
7
8
9
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30
December 1
2
3
4
5
6
7
8
9
10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
5 Pick Ups
Here you see a visual representation of this advertising campaign. There are ebbs and tides which we have customized for your business and the target market we discovered. You’ll notice the “quieter” periods that look like gaps on this chart aren’t very quiet at all. Throughout this entire campaign we stay at the forefront of our target consumer’s mind with a constant flow across several mediums. We allow breaks between Guerrilla displays and other large efforts so the market never completely adjusts. As efforts come back around, consumers continue to realize how special these events are when they come along. Finally you’ll notice our color-coded key to the left and the impressions/goals of each effort listed in its box. As you read earlier in this presentation, every flight has a very specific goal. We believe this flowchart outlines, emphasizes, and illustrates all of those goals perfectly.
Recommendations
Daycare Facility After the astounding numbers of active mothers we found using MRI, we believe it would be in RunTex’s best interest to offer an on-site daycare facility for mothers while they go jogging or training with our company. It would be an added expense, but we are confident it would be a very profitable opportunity within this target market. Merchandise for Expectant Mothers RunTex should heavily consider capitalizing on this profitable market by offering products for expectant mothers such as jogging strollers that stay straight when they are pushed by a jogger, insoles that comfort the weight carried by an expectant mother’s feet, a tummy speaker for a mom to share her music with her precious cargo, etc... Infant and Young Children’s Clothing RunTex should consider developing and selling a children’s clothing line that would appeal to mothers and would be desirable to children that want to feel involved with their mother’s active lifestyle. This could be anything from a baby shirt reading, “Run mama, run!” to a matching mother/daughter outfit for when they go out in public. Partnership with Stroller Strides During our research, we found a local group of women that get together and jog with their strollers as a community family activity. We believe it would be worthwhile to contact them and invite them to see the facility. They fall directly into our target market and they could result in helpful amounts of word-of-mouth advertising within their community. Educational Materials Showing a target market that you care about them can go along way toward their loyalty to your brand. We believe it would be a worthwhile venture to spend some time putting together and printing a few brochures to educate our target market. Topics covered may include running while your pregnant, how to put together a wellrounded running regimen, the damage running a marathon while not in great aerobic shape can do to your heart, etc...
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Commitment to Moving Forward Date: ____________
I, ___________________ , as Chief Executive Officer of RunTex, understand and approve the media plan outlined in this book. My signature indicates that I want this media plan executed in its entirety, without exception, by the Muse Media Furthermore, I give Muse Media full access to any and all financial resources outlines in this budget. I also agree to allow Muse Media full use of RunTex logos and other promotional material.
X__________________________ Chief Executive Officer, RunTex
Muse Media
X____________________________________ Muse Media
___________________ Date
04/19/2011
___________________ Date
458 West 4th Street Austin, Texas 78759 + 1 512 859 7456
(C) Copyright 2011 Muse Media All rights reserved. No part of this book may be reproduced, in any form or by any means, without permission in writing from the publisher.