Smash Park Marketing Plan

AG EN C Y 5 ADV R T 434

SM A SH PAR K 6625 COACH L I G H T D R , W E S T D E S M O I N E S, IA 50266

AV ERY G R U N DY, TAY LO R J O H N S O N & J I LLIAN I T ZEN

SMASH PARK BRIEF

Goals, Strategies & Objectives.........................................3 Research Findings........................................................... 4 Target Audience..............................................................6 Creative Brief................................................................. 8 Solutions…......................................................................9 Media Mix..................................................................... 10 Solutions........................................................................ 11 Budget...........................................................................12 Plan Summary............................................................... 14

Goals

TABLE OF CONTENTS:

INCRE ASE SMASH PARK AT TENDANCE AMONG 18-25-YE AR- OLDS IN THE AMES ARE A

Objectives CRE ATE A BUZ Z AND DR AW TO SMASH PARK AMONG OUR TARGE T AUDIENCE

Strategies

MARKE T SMASH PARK AS A FUN, HIP PL ACE TO GO WITH FRIENDS.

Appendix...................................................................... 16

Tactics

- E XPERIENTIAL E VENT - PAR TNERSHIP WITH BARS TOOL SPOR TS - ON - C AMPUS INTER AC TIVE ADVER TISING - PAID SOCIAL MEDIA -TR ANSIT VIDEO - IN -S TORE BR ANDING - C AMPUS SPONSORSHIP 2

3

RESEARCH FINDINGS PRIMARY

SECONDARY

We learned our target market is a group of individuals who enjoy spending their weekends

Though Pickleball is on the“up and coming”with a 650% jump

relaxing, socializing and engaging in an assortment of activities. Some of those activities include

in growth in the past 6 years (NBCnews, 2019), it is still only popular

attending FAC, tailgating, making quality meals, working, catching up on sleep, etc. We learned

among a concentrated group of people. Pickleball has been

this target market typically spends $40-60 socializing during the weekend, maybe a little more

popular in RV parks and assisted living homes for years. Younger

depending on how many activities they are participating in. We also discovered our target market prefers activities that are leisurely, free or inexpensive, include aspects that are different from what they typically see wThrough our researched we found that about 80% of our target market only knew about Pickle ball because of gym class in middle school. We learned our target market does frequently look at apps and other avenues for finding deals and specials. They enjoy being in spaces

people are drawn to the sport for the affordability and need for little equipment to play. Here in Ames, there are opportunities for students to play Pickleball in a pickup game format. The cost is $3 and is played on indoor courts (Ames Tribune, 2019).

that are not too crowded or loud so they can converse with others. We learned our target market participates in an average amount of being active and worrying about their health, they said they

typically strive to be active but do not always have the time to make it a priority.

current pickleball demographic to get younger, college students

interested in playing the sport. With the lack of true competitors

We feel having the participants fill out a small questionnaire before being asked questions

Overall, the challenge of this campaign will be expanding the

helped to get their brains thinking and ready to rapidly answer the following questions we asked.

in the Des Moines metro area Smash Park is easily marketed as a

The only thing we felt did not go well was that the participants started to lose focus towards the end

new experience.

of our session. The next time we conduct a focus group it would maybe be a fun interactive tool to use something like TopHat to ask questions and receive instant feedback for the participants to see what others answered to start the conversation.

SUMMARY

SUMMARY

• Very social

• Up and coming sport with younger people

• Alcohol driven

• Is currently popular among older generations

• Small budget

• Market Smash Park as a new experience

• Learned the game in middle school

• Lack of competition in the area

4

5

TARGET AUDIENCE Go-With-The-Flow Gil

Demographics

Gil is just your average mid-western guy. He grew up in a small town, owns a dog and don’t even mention the Bears Vs. Packers feud. He graduated from college a few months ago and is starting to get in the flow working 9-5. He is not in a committed relationship so on the weekends you can find Gil drinking beer in his friends’ garage or going to the same few bars he has for years.

Gil likes to workout, and by work out he means play a pick up game of basketball with his buddies. He values friendship. Gill is receptive to new things, loves fun, healthy competition but and is looking for something to spice up his social life. Gil tends to just go with what all his friends are doing but he would like to change that. Maybe someday Gil won’t just go with the flow.

Psychographics • Enjoys New Experiences • Values Time with Friends

• College Students

• Frugal with Money

• Recent College Graduates

• Likes Easy, Convnient

• All genders • All Ethnicities

6

Entertainment • Doesn’t shy away from trying new things • Active • Thrill Seeker

S

W

Weaknesses

Strenghts

• • • •

Large target market Lack of competition Positive Reputation On Trend

O

• Costly to target market • Distance

SWOT ANALYSIS

T

Opportunities

Threats

• Experiential events • Health movement • Pickleball popularity

• Typical Bars • Convenience • Diverse age group

7

CREATIVE BRIEF BUSINES S CHALLENGE

To i n c re a s e a t te n d a n ce o f 18-24-year-olds to grow their percentile of the SmashPark demographic as a whole.

Challenges: • Target Markets Budget • Location • Allure

KEY IN SIGHTS

• Smash Park is an experience for all • Socializing through activities • The atmosphere and culture of the place is upbeat and fun • The leisure activities, good food, and good drinks equals a great time with friends and family • Affordable entertainment

Like Middle School Gym Class But...

No Sweaty Uniform

With Beer

Cool

Without the Grade

Less Axe Body Spray

Without the Whistle Blowing Teacher

Sma sh Par k

CO LO R PALLE T #090446

#eed813 ##bbe5ed

#f72c25

The retro color hues chosen are not extremely saturated and muted enough to help cultivate the feeling of past school memories. This color pallet will help create the sense of nostalgia in our campaign to connect our creative to our research findings.

8

#786f52

Additional Primary Research Through additional primary research we were able to refine our creative to better fit the target market. We learned that the projection video game will be more noticeable as a wall projection instead of a foot game. Our team also discovered that the Prom Explicit event would do better if it was affiliated with Barstool since students reported having good experience with past Barstool events. Students also prefer new events because they change up their typical weekend activities.

9

EXPERIENTAL EVENT Barstool is a highly renown company among students.

With their school-specific accounts, they perfectly reach our target market. A partnership with them will help build our personal brand while becoming affiliated with Barstool.

Barstool events have a high follower turnout. Partnering with them for the experiential event will help increase attendance. This will be held in late April.

MEDIA MIX OBJECTIVE:

Increase media coverage during months Iowa State is in session and the winter months. Our target market will be larger during those times and trying to fight seasonal boredom.

TR AN SIT AD This video will be a comedic knock off of the“5 P’s of Dodge ball” that instead has the 5 P’s of Pickleball. This short commercial is mean to convey our message in a funny way. It will be cheesy and play off of the retro theme.

SHARED M EDIA

Barstool Sports Partnership

Length: January 2020- December 2020

PAID M EDIA

Social Media campaign Campus sponsorship Transit Ad

IN STORE STAIR DESIGN Create a graphic overlay for the stairs in Smash Park with the, “Like middle school gym class… but with beer.” slogan on it. Having the slogan in-store will create a connection in the customer’s head. In-store advertising becomes part of the experience for consumers

Total Budget: $12,000 Social Media CPM: $20.60

OWN ED M EDIA

Instore branding On-campus interactive advertising

PARTNERSHIP WITH BARSTOOL SPORTS Barstool is a highly renown company among students.

With their school-specific accounts, they perfectly reach our target market. A partnership with them will help build our personal brand while becoming affiliated with Barstool.

Barstool events have a high follower turnout. Partnering with them for the experiential event will help increase attendance. Barstool ISU has 24.5k followers.

Flighting Media Jan

Feb

Mar

Apr

May

June

Social Media Campaign

July

Aug

Sept

Oct

ON CAMPUS INTER ACTIVE GAME This will be a virtual pickleball game. Using haptic hand controllers in the shape of paddles and a projection students will be able to play a quick game on campus. The game will feature an environment that resembles a real pickleball court. Students will be able to play a solo game or with a friend.

Nov

Dec

SOLUTIONS $1,500 $300/month

$3,040

$1,800

$0.00

SOCIAL MEDIA CAMPAIGN This social campaign will reach our target market in a 50 mile radius. This campaign will utalize Facebook and Instagram because 67% of adults ages 18-29 use Instagram.

$1,500 CAMPUS SPON SORSHIP Smash Park will donate custom paddles and balls to Iowa State Recreation Services. This will help reach students that are interested in playing the sport and inform them of somewhere else they can play.

Campus Sponsorship Transit Ad

10

11

$920

BUDGET

DEC

Experiential event 12%

V NO

On-Campus Interactive Game 25% Social Media Campaign 12%

T OC

Transit Ad 25% In-Store Branding 15%

Comfort budget 3%

Percent of budget allocated to each tactic

Total Budget: $12,000

THE BREAKDOWN Projection Game

Campus Sponsorship

Controllers............$60 each Projector................$400 each Development.......$1000 2 locations

Custom paddles..........$45 each Donate.............................16 (16 x 45) $720 Pickleballs.......................12ct @ $25 each Donate..............................8 (8 x 25) $200

TOTAL: $3,040

TOTAL: $920

Barstool Partnership

Social Media Campaign

The Smash Park partnership with Barstool will be a mutually beneficial relationship that will cost this campaign nothing.

Monthly Cost...........$360 Daily Cost..................$12 Estimated reach of 70,000 a month Cost per Thousand: 20.6

BUDGET TIME LINE

Campus Sponsorship 8%

$300

$300

G

$300

AU

Y JUL

E

JUN

Y MA

$0 $0

$300 $1,800

R AP

R

MA

FEB

The entire campaign will start January of 2020. The most expensive month will be January t.

Below we have broken the budget down monthly:

$300

T

SEP

MONTH TO MONTH BUDGET

$660

$660 $660 $6,420

JAN 12

13

PLAN SUMMARY

14

etc.

Our tactics to implement into our campaign are a flat stair design located at Smash Park leading up to their 21+ section. This is where the “Like middle school gym class, but with beer” will be implemented. We also came up with a projection game that will be available on Iowa State campus. It will be a virtual way to play pickleball. It will be located in places where there is a high traffic volume, quick and easy to play in solo or partner style. We will also have a CyRide video that will be a comedic explanation of pickleball rules that will also play off our tag line. Our last tactic will be to hold an experiential event at Smash Park. This event will also go along with our throwback theme to bring consumers back to their middle school or high school glory days. It will be called After-Prom EXPLICIT! We plan to do a partnership with Barstool ISU in the efforts to have assistance in reaching as many people in our target market as possible. Many of the people in our target market already follow and interact with Barstool ISU and they are highly recognized and talked about.

This event will have tickets to purchase for people who wish to attend. The ticket cost will cover transportation to and from Smash Park from Ames. At the event, there will be a live DJ, food and beverage, as well as attendees being able to play pickleball, cornhole, arcade games, and everything else Smash Park has to offer. We would have different games and competitions people could participate in to win drink tokens and various prices. The menu would be some of Smash Park’s best sellers, set up in a buffet-style so guests can eat and play as they wish. Because Smash Park already comes up with fun drinks for different seasons and events we would also come up with beverages to go along with the theme of the event. To play on the theme even more, in addition to our social media advertising to attract consumers, we will also have promoters on campus dressed up in 80’s style prom dresses and tuxedos informing people of the event and handing out flyers with the details.

15

SUMMARY CONTINUED

Our client, Smash Park asked us to come up with a campaign that would increase attendance to Smash Park among the 18-25-year-old age range in the Ames area. Our objective for this campaign was to create a buzz and draw to Smash Park by informing our target market that Smash Park is a fun, hip place to go with friends. We wanted to prove that Smash Park is not only a place that offers food and beverage, has activity options for all ages, and is also a way for the target market to break the norm and do something different from their typical weekend plans.

Before deciding upon our specific tactics that we would implement into this advertising campaign we needed to do a little research to be able to fully understand our target market. We also needed to do a little research about pickleball because that is the main reason Smash Park opened in the first place.

Pickleball is a sport that has been around for a lot longer than many people realize and has been on the rise at a fast rate in the last 6 years. Pickleball is very popular amongst a concentrated group of people and has been found to be very popular in RV parks and assisted living homes. A younger demographic enjoys the sport due to the affordability and small amount of equipment that is required to play the game. Here in Ames, there is the opportunity for people to play pickleball in a pickup game format and only costs around $3.

We found that not only advertising the sport of pickleball but Smash Park as well would go over well due to the demographics of our target market.

Our target market includes people of all genders and ethnicities from the age of 18-25 years old who are typically college students in Ames. These people enjoy having new experiences to participate in, they value time spent with friends, they are frugal with their money, prefer easy and convenient entertainment, and they do not shy away from trying new things. They may be thrill-seekers, they are active and are bored of their typical nights out on Welch Ave. The people among this target market are very social and are alcohol-driven in the sense that their typical weekend activities usually include enjoying a beer or mixed drink with friends.

We also learned from our research that a majority of the people among our target market had heard of pickleball from middle school or high school gym class. We decided this campaign could be successful and would be a fun opportunity to bring those people back to those days through our tag lines and tactics. The tag line we came up with to draw peoples attention through humor and nostalgia is “Like middle school gym class but….” at the end of the tag line will be things “but with beer”, “but no screaming gym teacher”, “but less Axe body spray”, etc. We felt these tag lines would be successful in catching consumers’ attention on social media, print advertising, humorous video ads,

Flighting Media

APPENDIX

Jan

Experiential event 12%

Feb

Mar

Apr

May

June

July

Aug

Sept

Oct

Social Media Campaign

On-Campus Interactive Game 25% Social Media Campaign 12%

Campus Sponsorship

Transit Ad 25% In-Store Branding 15%

Transit Ad Campus Sponsorship 8% Comfort budget 3%

Prom Explicit

$6,420

Percent of budget allocated to each tactic

Mutually benificial relationship 24.5K followers Cost: $0

Barstool Partnership

Controllers............$60 each Projector................$400 each Development.......$1000 2 locations

On-Campus Interactive Advertising

Cost: $3,040 Flighting plan for 4 months Monthly Cost...........$360 Daily Cost..................$12

Paid Social Media

Estimated reach of 70,000 a month Cost per Thousand: $20.6

$660

$660

$300

$0

$0

$300

$300

$300

$300

$660

$1,800

Month to month break down

Event held in late April Cost: $1,500

During school months $300/ Month for 10 months Cost: $3,000

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JAN

FEB

R MA

R AP

Y MA

E JUN

Y JUL

G AU

T SEP

T OC

V NO

DEC

Transit Advertising

$1,800 flat fee

In-Store Branding 17

Nov

Dec

Avery Grundy Taylor Johnson Jillian Itzen

18