northcypress team a (addison)

SITUATION ANALYSIS

■ Loyal customers■ Viewed as exclusive “club”■ Change public perceptions to an “everybody fits” mentality ■ Emphasize family and acceptance culture

SWOT ANALYSIS

Strengths

• Company has a large, clean, updated facility

• Loyal customer base• Room to expand• 24/7 locations• Multiple

membership options• Childcare options• Offer meal plans/

indoor café

Weaknesses

• Center is viewed as an exclusive “club" - deterring many

• High price point• Not involving many

of the new trends in fitness

• Not seen as very diverse

Opportunities

• Current trends in fitness

• "Clean eating" popularity growth

• Growth in demand for fitness education classes

• Olympic year increased sports participation

• Childhood obesity is a growing concern

Threats

• Increasing competition in Hammond area

• Low cost options (Planet Fitness) opening

• Free Membership for college students

• Youth involvement in sports is on decline

KEY STRATEGIC DECISIONS

Target Audience Objectives

■Millennials■ Age 23-34■ Income $40,000■ Early families

To change the brand perception of North Cypress Fitness to an all inclusive fitness center - in turn, increasing new gym memberships.

TONE

■ Inviting ■ Open■ Friendly■ Family oriented

BIG IDEA

North Cypress Fitness is “a good fit.”

MEDIA PLAN

BILLBOARDS

Why billboard?– 984,000 impression monthly

Implement– Digital allows for easy and frequent ad diversity– Lamar: South Morrison

Cost– $7,000/month for digital

AUDIO

Radio Pandora

Why audio?84% American drivers use radio

Why?– 61% listeners are

millennial femaleImplement

– 102.5 WFMF– Mon-Fri for morning

commuteCost

– $65/30 sec spot

Why?– 84 million visitors a month– Ad to selective area/demographic

Implement– Pop/Today’s Hits– Exercise playlists

Cost– Visual ads: $5-$7– Audio ads: $8-$12– Video ads: $15-$25

(LINK TO AUDIO)

SNAPCHATWhy snapchat?

• 60% of smartphone users 13-34 are Snapchatters• 63% of those users are 18-34• analytics

Implement• Easy setup/create account/geofilter

• monthly coverageCost

• $700 for constant coverage in one month

Why video?• visual • create story • flexible• TV, YouTube, Social Media

Video

VIDEO ADVERTISING

Why YouTube?• Is the 2nd most visited website in the world• YouTube overall, and even YouTube on mobile alone, reaches more

18-34 than any cable network in the U.S.• built in analytics

Implementing:• target options

millennials, females, Hammond/Ponchatoula area, Sports/Fitness/Health/Wellness

Cost:• flexible pricing

$10/day = approximately 700-800 views$5/day = approximately 300-400 views

VIDEO ADVERTISING

Why Facebook?- 88% of millennials have FB account

Implementing:- target options

- millennials, females, Hammond/Ponchatoula area, Sports/Fitness/Health/Wellness

Cost:- flexible pricing

- $10/day = approximately 700-800 views- $5/day = approximately 300-400 views

Media Schedule

Jan Feb Mar Apr May June July Aug Sept Oct Nov Dec

T.V. X X X X X X

Social X X X X X X X X X X X X

Board X X X

SChat X X X X X X X X X X X X

Radio X X X X X

TV

Link to commercial

Conclusion

Implement marketing planEasy to build onIncrease diversityTHANK YOU!

northcypress team a (addison)

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