KoKo Fit Club Plans Book by Laura Ashley Galvan

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

ADV 385 Media Management Case Analysis: Koko FitClub Alicia Bodas Laura Galvan Danielle Gasbarro Luis Guerra Laura Mercure Kristen Roman Michael Tradd Salvo The University of Texas at Austin

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Abstract The Circle C Koko FitClub location is in a strong position to reach its goal of growing its membership to capacity. The marketing strategy implemented by Koko FitClub must reflect the uniqueness of the club, while allowing potential members to familiarize themselves with the technology and embracing the members who might be attracted to the Circle C location. There are numerous gym alternatives in the area, each with its own strengths, however the targeted exercise regimen and limited time needed to complete the workouts, along with the exceptional service at the club means that Koko FitClub fits into the target market’s busy lives.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Problem In an industry that is completely hands-on, Koko FitClub struggles as a unique concept that needs to be experienced to be effective. While the term “digital fitness” is simultaneously daunting and vague to the target audience, there is also a lack of understanding within the target market as to how Koko FitClub goes beyond traditional gym and training alternatives to help individuals define and achieve their fitness goals. The goal of these recommendations is that each of the four locations reach capacity (of approximately 300 members), with a particular focus on the Circle C location.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Target Audience Koko FitClub has several target audiences consisting primarily of older adults (ages 35 to 59) with non-traditional schedules (stay-at-home moms, early retirees, members of the workforce, who don’t work 9am-5pm etc.). Psychographics of this demographic include: A self-motivation to exercise; and a preference for achieving their fitness goals without a need for amenities, personal trainer(s) or long wait times for equipment. Koko FitClub also offers programs for people experiencing specific health challenges including arthritis, diabetes, breast cancer, and back pain. As such, a secondary segment for Koko FitClub to target are people that qualify for these targeted programs. Koko FitClub is located in the 78749 ZIP code. According to the U.S. Census Bureau, there are 34,449 people living in the 78749 ZIP code, with an average household income of $93,748. Of this, there are 13,535 people ages 35 to 59. (U.S. Census Bureau) A neighboring ZIP code of Koko FitClub is 78739. According to the U.S. Census Bureau, there are 16,792 people living in the 78739 ZIP code with an average household income of $149,595. Of this, there are 8,233 people ages 35 to 59. (U.S. Census Bureau)

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Critical Factors 1.

Competitors a. Large 24 hour gyms with amenities b. Niche gyms c. Personal trainers, home gyms, and other personalized, inhome training systems d. Gold’s gyms e. Other Koko location 2. Website 3. Budget $5,000 to $8,000 4. Organizational infrastructure a. Limited staff b. Alexa Rabb owns four locations and implements advertising and marketing for all locations 5. Share of voice a. Brand awareness b. Differentiation 6. Loyal customers 7. Originality of business 8. Convenience of services a. Time it takes to complete workout b. Little to no wait time 9. Price

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Alternatives 1. Print advertisements in local newspapers (CF1, CF3, CF5, CF7, CF8) (see Appendix A, B & D) a. Local newspapers, especially hyper-local, allow more possibilities for geographic market segmentation. Since the target demographic places an emphasis on time and convenience, it is likely they’ll want a gym close to their residences. As such, we suggest using local and hyper-local newspapers to reach our niche target audience. b. About two-thirds (67 percent) of residents in small U.S. communities in the United States read local newspapers ranging from 1 to 7 days a week, according to the 2013 Community Newspaper Readership Study. (National Newspaper Association, 2013) c. Recent research conducted by Nielsen and the Newspaper Association of America, placed local newspapers as the number one in “usually noticed advertising” with 48 percent (Newspaper Association of America, 2013). d. Community Impact is a hyper-local newspaper that best fits with our target demographic based on its designated market. The owner of Koko FitClub has experienced success in the past with this local newspaper (A.Rabb Interview). It has a distribution of 84,609 in the Southwest Austin area and includes ZIP codes: 78736, 78737, 78739, 78745, 78747, 78748, and 78749 (Community Impact Newspaper website). Advertisements for the Community Impact newspapers are as low as $300-$400 for a small ad (World Association of Newspapers and News Publishers, 2010). 2. Inserts in Sunday newspapers (CF1, CF3, CF5, CF7, CF8) (see Appendix C) a. Including an insert advertisement in a relevant Sunday newspaper would be beneficial, as the originality of the gym needs explanation in order for consumers to understand its unique strengths. Readers take more time to consume the newspaper on Sundays and therefore will have more time to read and absorb our message. According to the study by Consumers, Media & U.S. Newspapers, 83.6 percent of people aged 35 to 54 spent more than 30 minutes reading Sunday Newspapers, while the average American spends slightly more than 28 minutes per day reading newspapers. Furthermore, women are more likely than men to read the newspaper on Sunday afternoon or evening, or during other times of the week. (Readership Institute, 2002) b. According to the Newspaper Association of America, 83 percent of adults said they regularly or occasionally read newspaper inserts. (Newspaper Association of America, 2011) c. The Austin American Statesman is a potential newspaper to use for advertising Koko FitClub. We suggest advertising in the Austin American Statesman on Sundays as it has a profile audience composed of 54.7 percent women and 35 percent of people with ages between 35 and 54. The remainder of the audience is mainly composed of people over the age of 55. (Alliance Audit Media, 2014). d. Rates for a single sheet, 8.5”x11”, for 25,000 inserts, is $ 68.82. The Austin American Statesman gives the opportunity to select target specific Austin-area ZIP codes for an additional cost of $6.25 per thousand (Statesman Solutions website, 2013).

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

3. Outdoor advertising (CF1, CF3, CF5, CF7, CF8) (See Appendix A) a. As a large segment of our target audience is extremely busy, we need to reach them with media that can be consumed on the go, to increase frequency accumulation. b. We recommend using transit advertisements because they offer a cost-efficient way to reach our busy target audience while they are commuting. One transit ad for one month will give us a 10.6 percent reach of the greater Austin population of 1.7 million residents (Capital Metro, 2014). c. We will choose bus lines in targeted areas so our target audience will see the advertisements in their neighborhoods near their residences: 111- South Mopac Flyer; 333 – William Cannon; 238 – Westgate; 103 – Manchaca Flyer; and 3 Burnet / Manchaca (Capital Metro website). d. Rates for one lateral queen ad placed on the side of the bus (size 96’x30’) or a back tail light ad (50’x22’) are $385 per month, respectively, plus a $28 to $30 installation fee (Capital Metro, 2014). 4. In-store advertisements (CF1, CF3, CF5, CF7, CF8) (see Appendix D) a. We suggest in-store advertisements as we can develop a more intimate and creative way to communicate the brand’s competitive advantages. Furthermore, in-store marketing is very effective (32 percent), only 27 percent said the same about traditional out-of-store advertising, according to the “The Elements Report”. (Adweek, 2009) b. We suggest shopping cart advertising: Child seat display, inside the front end of the cart, or the outside end of the cart. Or, shelf display advertising: Small placards placed on the product shelves near products with high calories or products focused on weight loss. c. Advertising in H-E-B and Whole Foods would be beneficial because the customers that go there are more concerned about their health and have higher incomes. The key customer for the average Whole Foods location is a working parent that is between the age of 30 and 50. People who are health or fitness conscious are more likely to shop at a Whole Foods for their regular grocery need (Brandon Gaille, 2014). H-E-B 5800 W Slaughter Ln Austin, TX 78749 Whole Foods Market - Arbor Trails 4301 W William Cannon Dr #800 Austin, TX 78749 d. Rates for shopping cart advertisements range from $650 to $900 and rates for shelf advertisements range from $800 to $1,500, both per store, per 4-week period. (Specifications in appendix) (Blue Line Media website). The cost to print the correct size (size 10.188” W x 8.063” H) is $72.05 up to 250 copies (Shweiki Media website). 5. Blog (CF2, CF3, CF5, CF6, CF7, CF8, CF9) (see Appendix E) a. Develop a blog on the new website that expresses the voice of the clubs. The blog should contain links to relevant information, and it can run as a ticker on the web page. It should be updated often and can incorporate news from Koko

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

FitClub's headquarters, as well as local Austin health news, and information relevant to members. b. Featuring health experts, including experts on the conditions for which Koko FitClub has specialized programs, is also suggested. For example, a guest blogger might be a prominent back specialist, or oncologist. Not only will this be of particular interest to certain members, but since the blog’s content is searchable by search engines, incorporating this feature will have a positive impact on the website’s ranking within search engines. While the cost of a blog is already included in the cost of creating the website, researching resources and partners to link with takes time, as does creating and providing fresh content for the site on a continual basis. 6. YouTube Channel (CF2, CF3, CF5, CF6, CF7, CF8, CF9) (see Appendix E) a. Create a YouTube Channel that showcases current members, events and successes. The YouTube videos will offer an unfiltered glimpse at an individual’s efforts at Koko FitClub, capturing both the good and bad aspects. b. Develop a YouTube testimonial with a charismatic and positive individual who is willing to share their journey. c. This testimonial is a way to showcase the relationship between Koko FitClub’s staff and the clients. Capitalizing on the “If I can do it, you can do it” mentality, this campaign will aim to show a normal person, losing weight thirty minutes at a time. Cost for this might include providing a membership to Koko FitClub for the individual. 7. Social Media (CF2, CF3, CF5, CF6, CF7, CF8, CF9) (see Appendix E & F) a. Use Facebook advertisements to create local awareness of the Circle C Koko FitClub location by targeting active Facebook users within a three mile radius of the 78739 and 78749 ZIP codes. Additionally, use Facebook to promote the 30-for-30 offer as well as the Circle C Koko FitClub Facebook page. i. Per Facebook, there are approximately 31,000 total male and female users within the age range of 35-64 in the 78739 and 78749 ZIP codes. With a budget of $300.00 per month, an estimated 1,700 to 4,500 of the 31,000 total users can be reached using the Local Awareness Facebook Ad function. b. Additionally, use Facebook to promote the Circle C Koko FitClub Facebook page and increase the number of likes for the page to establish credibility. i. In order to boost the number of likes for the Circle C Koko FitClub Facebook page, a budget of $250 per month will be needed to reach an estimated 510 to 1,400 of the 11,000 total active Facebook users. 8. Events (CF1, CF3, CF4, CF5, CF7, CF8, CF9) a. In order to create awareness, educate consumers, and increase understanding of Koko FitClub’s digital training systems, trialability and experiential marketing are critical in explaining the originality of Koko Fit Club’s training systems. We suggest that an exercise machine be brought to events and kiosks in order to demonstrate how to use the machinery to the public. This will highlight the advantages of the machinery used in Koko FitClub, in comparison to ordinary machinery frequently used at other gyms. b. Koko FitClub should attend health and fitness events in order to maintain a strong presence within Austin’s health-conscious community. By doing so, Koko

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

FitClub can begin to develop brand awareness amongst it’s desired target audience. c. Koko FitClub has two options when it comes to using a machine for experiential marketing. First, a machine can be taken from one of the four locations that has the least amount traffic. While Koko FitClub tests this new form of advertising, a new machine does not need to be purchased. However, as traffic increases at all four locations, is may be necessary to purchase a new machine. The price of a Koko FitClub strength machine is $10,000, which would be allocated from the advertising budget during summer months when Koko FitClub only uses a small amount of its budget. d. According to Austin Express Mail, which is located next door to Koko FitClub at Circle C, a rough estimate to deliver large workout equipment to events in the Austin-area is $150. The estimate includes drop off and pick up. e. Staff should be dressed in Koko FitClub attire and distribute shirts, stickers, pamphlets and other leaflets which contain information about gym membership. Staff needs would be paid based on the current pay structure. A portion of advertising budget will be allocated to paying event staff. i. Barton Creek Square provides short-term kiosk leasing contracts that would be perfect for Koko FitClub to set up a booth that can offer patrons an opportunity to overcome the unease that comes with an unknown technology through trialability. To start, this kiosk will be open in peak months of the year when the mall is busy. A kiosk at the Barton Creek Square does not only reach the target audience for the Circle C location but also the other three locations owned by Alexa Rabb. After triangulating data, the estimated monthly cost for the average sized kiosk is $3,000. ii. HITS Fitness Expo is on December 14 and is an opportunity for Koko FitClub to participate in an event targeted towards athletes and people highly interested in fitness. 1. $200 deposit 2. $200 (10’ x 10’ space) 3. Digital Athlete Guide (official program) a. Full Page - $250 b. Half Page- $175 c. Quarter Page- $150 iii. The Mom EXPO is an annual event in the Austin area that is targeted toward women and young families. 1. Cost of corporate sponsor: $1,500 a. Business recognition as corporate sponsor on banner display at the Mom EXPO b. ¼ page advertisement in Expo show guide c. Sponsor recognition in EXPO Guide d. Sponsor recognition on a minimum of 1 print ad e. Logo on the Mom EXPO official website f. Inclusion on sponsorship announcements by DJ during trade show g. Opportunity to provide marketing materials for Mom EXPO marketing table display

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

h. Opportunity to provide inserts for Mom EXPO event bags (2,500 count) i. Social Media support through Facebook posts j. 100 free passes to attend the Mom EXPO for client and internal staffing distribution iv. Barton Creek Farmer’s Market 1. Weekly rental fee will be between $40 and $85 for each 10 x 10 space f. Giveaways (CF1, CF6, CF7) (see Appendix H) i. Create a cloth tape measure and food log for individuals who are new to the club featuring the Koko FitClub logo. With the mindset that beginning the journey is the most difficult part, these giveaway items will help individuals stick with their weight loss goals. According to multiple studies, keeping a food diary is shown to be an effective tool in losing weight and keeping the weight off (Magee). ii. The cloth tape measure is another inexpensive tool that can be used to help visualize the effects of toning and weight loss. By providing these inexpensive resource, it will help set these individuals up to succeed in their goals, and want to continue with the program. The cost for creating three hundred food journals with the Koko FitClub logo would be approximately $309, while the cost for creating the cloth measuring tapes with the Koko FitClub logo would be $147. iii. Designing other tchotchkes including stickers and t-shirts for events is another way to spread awareness and increase word of mouth. 1. 700 t-shirts: $970 (Rural Rooster Print and Design quote) 2. 1000 3’x 7’ gloss stickers: $128.80 (uprinting.com) iv. Water bottles with Koko FitClub branding on them. 1. 200 water bottles with custom logo: $250 v. Cloth tape measures, food logs, t-shirts,water bottles, and stickers are not limited to event use only. They can be used at all four locations and can be incorporated in social media campaigns, future partnerships and throughout many other aspects of future advertising and marketing strategies. 9. Radio (CF5, CF7, CF8, CF9) (See Appendix H & I) a. Seek an endorsement with a popular local on-air talent in order to create brand/location awareness, and influence listeners to participate in Koko FitClub’s 30-for-30 promotion. i. The on-air talent will mention their positive experience with Koko FitClub’s products and services throughout their radio show during the endorsement. ii. The cost of the endorsement will include a free membership, talent fee, and an additional 25% surcharge on each radio spot purchased. b. Sponsor local traffic and weather reports in order to inform listeners of the four Koko FitClub locations, 30-for-30 promotion, and the time it takes per full-body workout at Koko FitClub. i. Use different creative to communicate location, promotion, and thirty-minute workout.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

ii. Purchase 25 spots per week on the following hand picked radio stations in Austin: KASE-FM, KFMK-FM, KHFI-FM, KPEZ-FM, KVET-FM. The total amount of weekly listeners during the day (6 a.m. to 7 p.m.) for the radio stations listed is 545,114. The number of listeners within the target demographic (both men and women ages 35 to 64) is 213,508. iii. Estimated cost of the radio buy is $7,500 a month. 10.Search engine marketing (CF1, CF2, CF3, CF5) (see Appendix J) a. Purchase a new domain name that showcases the voice of the four Koko FitClub locations (Circle C, Onion Creek, Steiner Ranch and Lakeway.) The website will help customers stay informed about the business, and provides brand messaging/editorial opportunities, like shining a spotlight on outstanding members, among other content. Since websites are often an individual’s first point of contact with an organization, providing a unique voice is essential to differentiate these Koko FitClub locations from the numerous other gym-alternatives. Additionally, incorporating SEO and SEM tactics, will ensure that these clubs appear early in the results when people use search engines to look for related key terms. The website will also connect the existing Facebook pages for more fresh content. b. Pay-Per-Click i. Creating a Google AdWords campaign for the Koko Fit Club Circle C website will increase online awareness and conversions quickly. The campaign can be targeted to only show ads in a specified radius of 10 miles around the Koko location. ii. Based on Google Analytic projections, the Circle C website will receive 494.1 clicks a month (16.2 clicks a day at $52 budget cap). With a projected rate of 510 impressions a month (AdWords keyword planner) the CTR will be estimated around 3.2%. Assuming there is a 3% conversion rate (average rate recommended by Google AdWords) Koko Fit Club will receive a total of 14.823 converted clicks a month with a cost of $97.9 a conversion. This ROI only takes into consideration hard analytical projections from Google AdWords Keyword Planner and is expected to increase as the Circle C website organically ranks through relevant keyword content included in the blog. iii. The initial campaign launch is designed to test out keywords and bring traffic to the Koko FitClub Circle C website immediately. The campaign will be set to a pulsing media plan where certain months will have a higher bid amount. c. Google Analytics i. By setting up Google Analytics, Koko FitClub will be able to track cost-per-impression as well as cost-per-conversion statistics. This allows the user to quantify data essential to maximizing bid potential. ii. Google Analytics allows Koko FitClub Circle C to track who is visiting their website in a specific geographic location. This will also allow Koko to track their organic web rank, unique visitors, and conversion rates. d. SEO i. SEO strategies can increase organic rank of the Circle C website.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

ii. Building links from and to other websites with high domain scores will be a primary way of showing the quality of the Koko FitClub website to Google. iii. Using citation sites, such as ExpressUpdate.com and Localeze.com can also increase organic rank as they recognize Koko FitClub as a local listed business in Austin, and add direct linkbacks to their respective websites. e. Remarketing advertisements i. These advertisements will follow recent visitors around the web and stay top of mind in the potential consumer. ii. Signing up for a gym membership is not always an impulsive buy. People do not have time to do research or come to a decision fast, so remarketing will increase the frequency of advertisements shown to people interested enough to visit the Circle C website. If a person visits the website once and does not sign up or request information, the advertisements will remind people in the following month of the Koko FitClub. iii. Remarketing: $863 (Google Analytics) iv. Campaign management fee: $625 ($125 an hour: estimate MOZ.com)

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Recommended Solutions 1. Print advertisements at local newspapers (CF1, CF3, CF5, CF7, CF8) (see Appendix A, B & D) ○ We have chosen local newspapers as we will get a broad reach of our population in Circle C. About two-thirds (67 percent) of residents in small U.S. communities in the United States read local newspapers, according to the 2013 Community Newspaper Readership Study. (National Newspaper Association, 2013) ○ Community Impact Newspaper will be the best vehicle to get more reach in Austin. In the Southwest area, this local newspaper reach 43 percent of their population. In addition, the Readex Research report pointed out that the 82 percent of those surveyed were regular readers of Community Impact Newspaper (Community Impact website, 2013). ○ Considering the above data, we will be reaching a total of 2,903 people aged 35 to 59 years in the 78739 ZIP code area; and 4,772 people from our target audience in the 78749 area. ○ We estimate that the cost for a 1/4 page in black and white will be $1,200 (Data estimated from World Association of Newspapers and News Publishers, 2010) ○ ROI: We will build on the awareness of Koko FitClub. By using the different creatives, we will be able to communicate the simplicity of the gym and its technology, the differentiation from other regular gyms or personal trainers and the time-efficiency which the gym provides. 2. Inserts in Sunday newspapers (CF1, CF3, CF5, CF7, CF8) (See Appendix C) ○ We have chosen inserts in Sunday newspapers as it is a cost-efficient solution and will allow us to build on frequency in our target ZIP codes. ○ Sunday newspapers will allow us to target more efficiently the female sector; female readership of Sunday newspapers compared to the daily editions grows 12 percent (Newspaper Association of America, 2013). ○ The Austin American Statesman is the only daily local newspaper in Austin targeted to the whole population. We chose this newspaper as it allows us the possibility to segment our strategy by ZIP code, so we know that our message will arrive at the correct audience and won’t be wasted. ○ The total paid distribution of the Austin American Statesman is 168,822 on Sundays in the whole Austin area (Audit Bureau of Circulations, 2010). Considering the 885,400 population of Austin (US Census Bureau, 2014), it means a reach of the 19 percent of Austin’s population. As their audience is composed by a 35 percent of people 35 to 54; applied to our market, we can reach 547 people from 78739 ZIP code and 900 people from 78749, up to a total of 1,447 people in the two areas aged 35 to 54. ○ As we will be including the inserts in all the Sunday newspapers, we will be spending the minimum amount for preprinted inserts, which it is up 10,000 for a single sheet at a rate of $77.80 (Statesman Solutions website, 2014). Adding

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

$6.25 per thousand for the specific geographic segmentation, we will arrive at a total amount of $140.30. ○ ROI: Raising awareness and building on the frequency gained with the local newspapers, as we will be hitting the same population. Additionally, as the Sunday newspapers are read for longer periods of time, we will work on explaining our message. 3. Advertisements in shopping carts (CF1, CF3, CF5, CF7, CF8) (see Appendix D) ○ We have chosen to advertise in shopping carts as it allows us to reach busy women with kids (core target of our primary audience), which are low media consumers of traditional media. With only 27.5 percent of moms with children living at home who are exposed to a daily newspaper in a typical day, and nearly 40 percent who are considered light users of television, we need to find other ways to reach them. The most efficient place would be the supermarkets, as moms with children are 38 percent more likely to be heavy spenders at the grocery store. (Media Audit, 2012) ○ Additionally, part of our creative have messages adapted to a food context, and they will make sense in a supermarket setting. ○ Our selected location for in-store advertising will be H-E-B (5800 W Slaughter Ln) because it is one of the nearby supermarkets with better opinions (4 stars on Yelp), and other supermarkets don’t allow the possibility to advertise in shopping carts. ○ We expect to reach 32 percent of our target population because in other similar markets - ie. Houston - H-E-B has 32 percent penetration (Progressive Grocer, 2002). As such, we will reach 2,634 people aged 35 to 59 from ZIP code 78739; and 4,331 from 78749. We can potentially expect to have an even greater reach as the H-E-B in Circle C is very popular. ○ We will place advertisements inside the front end of the cart, so customers will receive their first impact when they pick up their shopping carts and then will have time to read the message while they are shopping. ○ The advertising rate for shopping carts will be $900 for a four week period. Adding the cost to print the advertisements (up to 250 copies with a cost of $72.05) will result in a total amount of $972.05. ○ ROI: Increasing awareness, but in a more creative way by adapting the message of our advertisements to the supermarket context. We aim to even drive personal visits to the gym as H-E-B is at a walking distance from Koko FitClub. 4. Blog: (CF2, CF3, CF5, CF6, CF7, CF8, CF9) (see Appendix E) ○ Incorporate a blog into the current website that includes content from the corporate Koko FitClub office, updates to the YouTube channel’s contents, local relevant events, and ties in mentions of things happening on social media.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

○ It is essential that the blog maximize the usage of keywords and inbound and outbound links to websites with high domain rankings for SEO (more on this to follow). ○ A blog is important because it gives a voice to each location, however it will also improve the search results for the club(s). When the target market (among others) is searching for terms including gym or trainer in Circle C, for example, the Slaughter Lane Koko FitClub will more easily be found. ○ If creating a blog on the current website is not possible, it is possible for all four club pages to link to a single blog page. A domain name on which to run the blog would need to be purchased: We recommend www.AustinKokoFit.com (available through GoDaddy). ○ ROI: Raising awareness, and ensuring information is readily available about the club, and providing a foundation for future members to find the club. The cost is minimal when taking into consideration the potential increase in membership and mentions. 5. YouTube Channel (CF2, CF3, CF5, CF6, CF7, CF8, CF9) (see Appendix E) ○ The YouTube channel will provide an opportunity to show a member experience beginning from their first impressions of the club, the process of getting their numbers, and how the member progresses with each visit. It is recommended that one member is followed for the first several videos, followed by exposure to new member experiences using the machine, in various locations. ○ This is a way for potential members to experience the trialability of Koko FitClub from the comfort of their own home, as well as a way for them to see how welcoming and inclusive the Koko FitClub atmosphere is. ○ The target market includes extremely busy individuals who are already balancing work, home and a number of activities. Providing them the experience of coming to a Koko FitClub digitally also removes any pressure or self-consciousness they might feel if they were to visit the club in person. ○ The cost for this recommendation is minimal, and might potentially include providing a gift membership to someone in exchange for recording their experiences. ○ ROI: Raising awareness through trialability. 6. Social Media (CF2, CF3, CF5, CF6, CF7, CF8, CF9) (see appendix E & F) ○ Generate Facebook posts according to the editorial calendar. The content that is featured on the Facebook page will create a digital presence for Koko FitClub’s Circle C website and blog. ■ Sharing blog posts, videos, and relevant health news will keep users informed about the latest workout trends, nutritional tips, and promote the benefit of using Koko FitClub. ■ Purchase Facebook advertisements to reach active users within a 3-mile radius of the Circle C Ranch Koko FitClub location in order to make users aware of the location, and the 30-for-30 promotion.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

■ Per month, the Facebook ad campaign has the potential to reach 1,700 to 4,400 of the 31,000 active Facebook users within the target 35 to 64 age range. Consider a flexible budget of $50 during off-peak months to $300 during busier months. This recommendation is perfect for hitting three critical points: creating brand awareness, location awareness, and informing potential members of the 30-for-30 promotion. ○ Encourage gym members to leave positive reviews on Yelp in order to boost Koko FitClub’s ranking among their competitors. ■ Reward gym members with Koko FitClub water bottles for writing positive reviews on Yelp. At a cost of $200 to $250 for 200 custom water bottles, this simple reward is worth it in order to drive up Koko FitClub’s Circle C Ranch location in the Austin rankings. ○ ROI: Creating awareness with a branded message; increasing followers 7. Events (CF1, CF3, CF4, CF5, CF7, CF8, CF9) ○ Creating awareness, educating consumers and increasing understanding of Koko FitClub’s digital training systems need to be done through trialability and experiential marketing. By highlighting the advantages of the machinery used in Koko FitClub, experiential marketing can showcase and compare Koko FitClub to ordinary machinery frequently used at other gyms. ○ The price of a Koko FitClub strength machine is $10,000. During summer months the advertising budget from June and July will be allocated to purchase a Koko FitClub strength machine. ○ Austin Express Mail, which is located next door to Koko FitClub at Circle C, charges $150 for drop off and pick up of large workout equipment to events in the Austin-area. This is a rough estimate. However, a more accurate estimate is available when more specifics, such as delivery distance, weight of machine and frequency of delivery, are provided. ○ Staff needs are to be paid based on current pay structure. A portion of advertising budget will be allocated to paying event staff. ○ Kiosk at Barton Creek Square ■ We are suggesting renting a kiosk at Barton Creek Square, which provides short-term kiosk leasing contracts. ■ Trialability is crucial in order to provide patrons an opportunity to overcome the unease that comes with an unknown technology. ■ This kiosk will be open November, December, January and February, all of which are peak shopping months. ■ This reaches not only the target audience for the Circle C location but also the other three locations. ■ The monthly cost of a cart is an average of $3,000 (depending on the location and time of the year) and $6,500 for Christmas time, November and December. (Joyce Laviolette, Local Leasing Representative Barton Creek Square) ○ Mom EXPO ■ We chose sponsorship at the 2016 Mom EXPO because it offers multiple platforms for Koko FitClub to reach a large part of its target audience of

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

women and mothers through uniquely branded mom-made entertainment. ■ The Mom EXPO appeals to moms of young and older families, gaining both a local and regional audience. This event attracts more than 2,000 women and mothers ages 25 and older (“Mom EXPO Media Kit”). ■ The EXPO is a unique experience for women, and provides an exhibition platform for attendees to view the exercise machines available at Koko FitClub. The strongest return on investment is achieved through branding and awareness. ■ Therefore, mothers who are interested in Koko FitClub could recommend this gym to other women they know. ■ We are allocating $1,500 from the advertising budget to attend the Mom EXPO. ○ Giveaways (see Appendix G) ■ A portion of the excess budget will be allocated towards tchotchkes and giveaways which will be used for events as incentives. ○ ROI: Creating brand awareness through triability; potential to increase conversions by selling memberships. 8. Search Engine Optimization (CF1, CF2, CF3, CF5) (see Appendix J) ○ SEO is a free opportunity to help organically move the rank of the Koko FitClub Circle C website up to the first page in search rankings. This practice will raise awareness and directly increase website views and contact conversions on the site’s landing pages. ○ Using Google Analytics to track website ranking, unique visitors, and click-conversions will allow for a better understanding of when the target market is looking for a gym memberships, where they are looking for it, and how easy it is for them to find Koko FitClub. ○ Placing code provided by analytics in the “thank you” page of the contact form will set up a conversion tracker for every user that requests more information, giving Koko FitClub a way to understand how many people are using online search engines to find their service. Data analysis is essential to tracking how useful the website is for converting leads into members. ○ Creating links on relevant websites with high domain scores will increase the rank of Koko FitClub and increase the amount of impressions people see when they search for gyms in the Circle C area. The higher the impression rate the more likely people are to click on the site and learn more about the Koko FitClub brand. ○ The blog allows the Circle C site to further organically rank on Google for free. Writing relevant content shows Google that the Circle C website is a quality domain. Relevant content includes keywords such as “digital gym,” and “Circle C fitness” which are highly competitive search terms. In time, this will help Circle C rank higher and show on the first page of the Google search results which in turn

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

creates potential inbound leads. It is recommended that the blog be updated according to the editorial calendar. ○ ROI: Making it easier for online users to find the Koko FitClub website will directly increase the amount of viewers and contact conversions on the site. We aim to increase the Circle C website rank to the first page of Google and create more inbound leads, click conversions and overall awareness.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix Appendix A

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix B

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix C

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Appendix D

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Appendix E

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix F

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix G

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix H Client: Koko FitClub Product: Koko. A digital gym. Title: Four Locations / Unique Workout Experience / 30-for-30 Promo Length: 00:15 Medium: Radio BILLBOARD: THIS TRAFFIC/WEATHER REPORT IS BROUGHT TO YOU BY: KOKO FITCLUB. A DIGITAL GYM. ANNCR: WANT TO WORKOUT BUT DON’T HAVE THE TIME TO WAIT AROUND A CROWDED GYM? THEN TRY OUT KOKO FITCLUB WHERE YOU CAN GET A FULLBODY WORKOUT IN UNDER AN HOUR IN A RELAXED SETTING! CHECK OUT KOKO FITCLUB’S FOUR SOUTHWEST AUSTIN LOCATIONS AT CIRCLE C RANCH, STEINER RANCH, LAKEWAY, AND ONION CREEK. VISIT “KOKO FITCLUB DOT COM” FOR MORE INFO. ANNCR: IT’S TIME TO BRING YOUR WORKOUT INTO THE DIGITAL AGE! KOKO FITCLUB’S REVOLUTIONARY WORKOUT MACHINE, THE KOKO SMARTRAINER IS A WORKOUT MACHINE AND PERSONAL TRAINER ALLINONE. THE SMARTRAINER ALLOWS YOU TO GET A FULLBODY WORKOUT ON ONE MACHINE IN JUST 30 MINUTES. VISIT “KOKO FITCLUB DOT COM” FOR MORE DETAILS. ANNCR: ARE YOU LOOKING FOR A NEW GYM? COME CHECK OUT KOKO FITCLUB, A DIGITAL GYM THAT ALLOWS YOU TO GET A FULLBODY WORKOUT ON ONE MACHINE IN JUST THIRTY MINUTES. FOR A LIMITED TIME, TRY KOKO FITCLUB FOR THIRTY DAYS FOR ONLY THIRTY DOLLARS! VISIT “KOKO FITCLUB DOT COM” FOR MORE INFO.

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix I

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Appendix J

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

Media Plan

MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

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MEDIA MANAGEMENT CASE ANALYSIS: KOKO FITCLUB

MaGee, E. (2008, September 26). Can a Food Diary Help You Lose Weight? Retrieved November 13, 2014, from http://www.webmd.com/diet/features/can-food-diary-help-you-lose-weight Mom EXPO. (2014) Mom EXPO Media Kit. Retrieved November 13, 2014 from http://www.thewoodlandsmomexpo.com/media-kit/ National Newspaper Association (November, 2013). 2013 Community Newspaper Readership Study. Retrieved November 17, 2014 from http://nnaweb.org/resources?articleCategory=industry-research Newspaper Association of America (2011). Consumer Usage Newspaper Advertising Report. Retrieved November 11, 2014 from http://www.naa.org/docs/NewspaperMedia/data/HowAmericaShopsandSpends_2011.pdf Newspaper Association of America (2013). 2013 Nielsen National Cross Media Engagement Study. Retrieved November 11, 2014 from http://www.naa.org/~/media/NAACorp/Public%20Files/AboutNAA/Events/Nielsen-Nationa l-Engagement-Study-2013.ashx Perfect Measuring Tape. (2014, November 1). PerfectMeasuringTape TR-16 - 60" Tailor's Tape. Retrieved November 13, 2014, from http://perfectmeasuringtape.com/shop/tailors-tapes/tr-16 Readership Institute (2002). Consumers, Media and U.S. Newspapers. Retrieved November 17, 2014 from http://www.readership.org/consumers/data/consumersmedianewspapers.pdf Shweiki Media (n.d.) Price calculator. Retrieved November 13, 2014 from http://www.shweiki.com/price-calculator Statesman Solutions (2013). 2013 Statesman Direct Media Kit. Retrieved November 11, 2014 from http://statesmansolutions.com/wp-content/uploads/2013/07/StatesmanDirect_Media-kit_20 13.pdf