Caleb Feist, Mikaela Kennedy, Madison Kirby, Emily Leadem March 13, 2015
table of contents 3
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Background
The Game Plan
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We’ve Got A Problem
Media Plan
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Audience: What Is A 55+ Community?
Media Schedule
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15-16
How They Feel
Media Budget
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17-20
How They Play
Executions
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The Market
Meet The Young Paddlewans
10 Meet The Ambitious Leisurist
11 Process
background Stone Age Table Tennis is succeeding in selling its product to parks and rec, schools, and student housing. This is where the brand is successful, as these places are essentially playgrounds for kids, students, and communities. These types of places respond well to the tables because the clients only have space outdoors to accommodate additional activities. The function of the table speaks for itself. These organizations’ desire of wanting to provide a space for fun aligns with Stone Age’s message. The fact that the game of table tennis invites people of all ages and skills to play creates a lighthearted and competitive atmosphere. We have identified Stone Age is missing out on another playground that is going virtually unrecognized by its competitors.
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we've got a problem
Stone Age Table Tennis is missing out on engaging with 55+ active adult communities, where their product would be enthusiastically received.
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Audience: what is a 55++community? A neighborhood that offers independent living to its residents aged 55 and over. The main appeal to these communities are their wide selection of amenities and activities that keep the residents entertained and active. Arizona and Florida are the most popular states to move to for these communities due to the beautiful, warm weather. These communities are always looking for outdoor-specific activities to offer due to a lack of space indoors, and wanting to get the most out of the beautiful landscape and weather.
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how they feel They understand they are getting older, but they still feel as young as ever. Although they are a little bitter about their body’s aging, they won’t let it stop them from being involved in activities that they enjoy and push them to improve. The don’t want to be like their parents, who were the epitome of traditional retirement, which includes relaxing, bingo, and reading.
“ We all have arthritis, back, and knee problems. But, we all want to be active and involved ” -Sharon Mcgavick, 75
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how they play These people worked hard in their careers to have the ability to reside in a 55+ community. Before retirement, they worked diligently and earnestly to be able to afford to participate in outdoor pursuits. This age group views retirement and aging in a nuanced way. They watched their parents retire, but don’t want to sit around and have the quintessential retirement. Instead of this being a time of leisure that is, by definition, for relaxation purposes, they now prefer serious leisure. They’re looking for a way to find a deeper level of self-fulfilment that extends beyond a structured activity and doing something that comes easily to them. They can find this by challenging themselves through competitive activities.
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“... I play because of the satisfaction of... doing something... a competitive thing. Even though you’re not fussed about whether you win or lose, you still play these sports to … test yourself about the fact that you can do it... that personal challenge... The marvellous thing is you can still do it, and it’s great to be able to test yourself that you can still do it... it’s a revelation as you get older to realise you can... “ -Richard, 61
http://nova.newcastle.edu.au/vital/access/manager/Repository/uon:708
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the market how big is it? 86 medium sized (500-1500 houses) communities in Arizona and Florida. This market is only getting bigger, as senior living is more actively being sought out by baby boomers. The market will grow with Stone Age’s business.
how are purchasing decisions made? Adding further amenities to these communities is carried out by initially proposing new community features to the community board. The residents lean toward outdoor activities because they want to be outside and only have the space for them. There is a budget specifically set aside for additional amenities to be purchased. The new addition is purchased when the community’s amenities board and the community votes on and approves it.
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meet the ambitious leisurist Kathy is a 65-year-old retired woman who lives at a 55+ active adult community in Mesa, Arizona. When considering what she wanted out of retirement, she knew she didn’t want to be like her parents who fit the stereotype of a senior citizen of sitting around and being “old.” Bingo and a simple walk in the park are out of the question for how she wants to spend her day. As a member of this group, Kathy takes pride in her healthy and active lifestyle. She likes to do things that make her feel good. The 55+ community lifestyle has brought Kathy to love and pursue a serious leisure activity that is fun, outdoors, and pushes her to do her best. She has always loved playing tennis, but her interests have shifted toward the activities at hand, like pickleball, since it is easier on her body while still providing her with a challenge to affirm her self image of feeling youthful. She lives for the
“ Yep, I still got it ” moments of pride and achievement. Kathy wants to push herself for the end reward of personal empowerment.
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process What we did Conducted 15 one-on-one phone interviews Endless hours of research
? when January-March 2015
? where Portland, OR Redmond, OR Albuquerque, NM Mesa, AZ
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The game plan who 55+ active adult communities in Arizona and Florida. Ages 55-70.
objective We want to engage with Ambitious Leisurists to let them know that table tennis offers what they’re looking for, where fulfilment, want for competition, and growth are concerned. A Stone Age table is the ideal product to fill these voids, and satisfy their want for a challenge.
single most important thought Residents of 55+ communities should install a Stone Age table because the challenge of the game rewards them with personal empowerment.
why they should believe us 55+ communities want to be involved in challenging activities that prove they have maintained the physical and mental ability to push themselves.
why they should care This group is looking for an activity that’s going to challenge and help them reach a feeling of individual accomplishment.
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media plan Communication OBJECTIVE: Establish table tennis in Active Leisurist’s minds as a challenge that rewards them with personal empowerment.
Media OBJECTIVE: Stone Age will launch its campaign and provide media support from February 2016 to June 2017 to increase impressions of Stone Age Table Tennis Tables. The campaign will implement media that will directly reach the 55+ community residents at their homes as well as in the monthly newsletters the board sends out. The campaign would focus specifically on a total of 86 communities in Arizona and Florida where serious outdoor leisure activities are highly popular. The 86 communities are also medium sized (500-1,500 households) so discussion around the tables can travel faster between residents, there is a budget to support new additions, and their voices aren’t lost. The campaign will increase activity on the website through clickable links on Facebook and in emails, and will generate about 21,500 target audience impressions. The goal is to increase constant community discussion around the game of table tennis and Stone Age Table Tennis tables.
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media SCHEDULE 2016 - 2017
Direct Mail
Facebook AD
Newsletter
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media budget Direct mail Our research brought us to the conclusion that the target audience responds well to receiving promotional materials in the the mail, as it is a more traditional, tangible, and often times more memorable way to connect with a brand.
Facebook AD Ambitious Leisurists authentically engage and connect with their community through Facebook by liking, sharing, and commenting on posts. This presents the opportunity to engage with this online activity, and put Stone Age where Ambitious Leisurists can see, click, and respond to it.
newsletter Ad Monthly newsletters are the residents’ guide to the events, updates, and happenings around their communities. Purchasing ad space in these newsletters gives Stone Age the opportunity to be noticed by readers and will encourage them to take action with the amenities board to get these tables installed into their communities.
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media budget $15,000 55+ Communities in FL + AZ 86 medium sized (500-1,500 households)
Direct mail Printing Postage
$3,870 $1,315.80
Facebook AD Cost Per Click Min. 400 Clicks
$5 / Bid $2,000
newsletter Ad Ad space $50 X 86 Communities
$6,260.80 $2,000
$4,300
Total Media Budget $12,560.80
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T. O G E V YOU’ T A H W M E H T S H OW
Push yourself to the limit. Invigorate feelings that spark the competitive fire. Stretch your abilities. Stone Age Concrete Table Tennis will be there for you anytime you want to get in the game. Take your skills to another level.
Show them what you’ve got.
Call us at 541.671.6318 to learn more! www.concretetabletennis.com
Durable High Quality Withstands All Weather Conditions
Imagine being able to play a game you love outside of the recreation center.
E. V R E S R U O Y S IT’
Stone Age Concrete Table Tennis puts a new spin on the game, taking it outdoors for an extended playing area. A solid concrete table makes for a durable and high quality addition to your community that will be around for years to come. New possibilities open up with increased mobility and range of motion. Surprise yourself and your community with what you can do. It’s your serve.
Call 541.671.6318 to learn more www.concretetabletennis.com
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DEFY
. Y A D R E YES T
Accept the challenge. Competing is your strength. You want to play at your best. Be better than you were the day before. Let Stone Age Concrete Table Tennis get you there. Durable, high quality, and concrete. Defy yesterday.
Call 541.671.6318 to learn more! www.concretetabletennis.com
postcards Receiving something in the mail is something Ambitious Leisurists don’t take for granted. They appreciate and respond well to holding something addressed to them. Direct mail sent to 55+ community residents draws the consumers eye with its bold design attributes. On the front of each postcard is a close-up image of the product featuring a black banner drawing the reader’s eye to the headline. The back displays copy on table features as well as addressing the benefits of adding the product to 55+ communities.
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facebook AD Ambitious Leisurists are social media-savvy, especially on Facebook. This banner ad features aphoto of the product along with a short description of the brand, as well as a button titled, “learn more,� which offers customers the opportunity to provide their email to gain more information about Stone Age, as well as building a contact list of people who are actively seeking out the company and its products.
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newsletter ad Community newsletters are a constant fixture in Ambitious Leisurists’ homes, as they offer a monthly calendar detailing the activities and events schedule. A ma jor part of why they chose to live in these communities is for the events and amenities - ad space in the newsletters offers them a chance to see what could be added to enrich their lives. This half page ad will feature a horizontal layout, similar to the postcards. It will separate itself from other advertisements in the same publication by offering different design aesthetics, featuring bold photography and simplistic typeface.
Get into the game with Stone Age Table Tennis! Staying active and challenging yourself is an ideal addition to your community because it’s an all weather, high quality, and long lasting fixture that’s designed for friendly competition.
CALL 541.671.6318 WWW.CONCRETETABLETENNIS.COM
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THE YOUNG PADDLEWANS
CALEB FEIST
MIKAELA KENNEDY
MADISON KIRBY
EMILY LEADEM
Lightsaber: Gold Planet: Tatooine Sidekick: Yoda Quote: “You must unlearn what you have learned.”
Lightsaber: Pink Planet: Naboo Sidekick: Taun-Taun Quote: “The Force is strong with this one.”
Lightsaber: Purple Planet: Dagobah Sidekick: Lando Calrissian Quote: “Who’s the more foolish; the fool, or the fool who follows him?”
Lightsaber: Blue Planet: Naboo Sidekick: Han Solo Quote: “Do. Or do not. There is no try.”
Contact Info Contact Info 503.412.9541 541.589.1506 kennedymikaela@gmail.com calebfeist@gmail.com www.mikaelakennedy.com
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Contact Info 503.789.8474 kirby.madison2@gmail.com
Contact Info 707.494.9044 emilyleadem@gmail.com www.emilyleadem.com