Limelight - Romp n' Roll Advertising Campaign

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emily bartlett, dan kane, brendan joyce, morgan mcdonnell, melinda tran

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table of contents Situation Analysis – pp. 4-10 Advertising Objectives – pp. 10-14 Target Market – p. 13 Market Research – pp. 14-22 Current Advertising – p. 23 Creative Recommendations – pp. 24-29 Social Media Recommendations – pp. 30-42 Additional Recommendations – pp. 43-48 Research Results – pp. 49-50 Media Plan – p. 51 Calendar – pp. 52-56 Budget Plan – pp. 57 Appendices – pp. 58-60 Client Reports – pp. 61

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situational analysis

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overview of romp n' roll Romp n’ Roll is a play-based, educational learning

center for children ages 3 months to 6 years that incorporates music, art, and physical activity.

Provides a wide variety of classes with enthusiastic and experienced teachers to encourage learning Parent + child classes Drop-off child classes

Parents can feel comfortable leaving their children at the facility for an affordable price. From $42 a month to $120 a month

Located next to Dance Tech studio on North Main Street

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Strengths• Educational component differentiates Romp

n' Roll from competitors• Location within Blacksburg• Romp n' Roll is a franchise, which provides

more regional awareness• Social media presence• Trained instructors• 5 to 1 student-teacher ratio

Weaknesses

• Romp n' Roll is a franchise, therefore, limited control provided to the owner

• Limited awareness in the Blacksburg area• Perception of the program as solely an open-

gym or daycare• Education is seen as a secondary benefit• Certain demographics cannot afford the

monthly rate• Lack of flexibility in terms of classes, their

length, and scheduling• Lack of full-time marketing manager

Opportunities• Increase enrollment• Infiltration into new markets• Facilities similar to Romp n' Roll (education +

play) are becoming "trendy"• Room for growth in social media, and overall

online presence• Modify consumer perceptions about Romp n'

Roll• Join the Downtown Blacksburg, Inc

(Downtown Merchants of Blacksburg)

Threats

• Misperceptions about facility and program.• Economy• Demographics within the Blacksburg area.• Local competition• National competition

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current marketplace

Primarily families within the Blacksburg region, but also reaches Christiansburg and Radford.

Parents with children ranging from ages 3 months to 6 years.

Median household income for Blacksburg families: $51,810

Average family size: 2.79 A large portion of Dance Tech customers have

siblings enrolled at Romp n' Roll.

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Blacksburg Community Center Energy Outlet:

Program that focuses on body awareness, math development, balance, hand-eye coordination, and social interaction.

Ages 2-3 9:30-10:30am

Have a family Energy Outlet class designed specifically for families with more than one child.

Ages 1-7 10:45-11:45am

Competitive pricing

competition

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Virginia Tech Child Development Center for Learning and Research Programs for children aged 15 months to 5 years

Monday through Friday, 7:30am-5:30pm

Designed specifically for VT faculty

Accredited by The National Association of the Education of Young Children

Pricing: $790 to $815 per month

Local Childcare/Preschools Rainbow Riders, The Adventure Club, Tall Oaks Montessori School, Children's Nest,

Churches, etc.

All day or Half day options, 5 days a week

More practical for working parents

Higher prices

competition

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advertising objectives

Goal: To change consumer perception of Romp n' Roll from a purely play-based facility to an educational program where kids come to learn and play.

Objectives Increase the number of members Increase brand awareness Create stronger web presence Better utilize Marketing Intern

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Increase number of members Educate consumers about Romp N' Roll benefits Print ads in newspapers Direct mail Facebook ads VT facility day

Increase brand awareness Ads in newspapers Online ads Media around the community Facebook, Twitter, Pinterest, YouTube

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Create a stronger web presence Pinterest Edit the website Twitter account for Blacksburg Romp N' Roll Facebook YouTube

Better utilize the Marketing intern More specific tasks Focus on social media site

Pinterest, Facebook, Twitter Regularly update information on social media and

website. Use Hootsuite to manage social media sites

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target market

Families residing in the Blacksburg community. Secondary target: Christiansburg and Radford communities

Parents of children aged 3 months to 6 years. Parents roughly 30-45 years of age Average income: $60,000 to $80,000 Characters

Virginia Tech faculty Busy mothers

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market research

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key research findings:What comes to mind when you think of Romp n' Roll?

Germs

I think of it for younger kids, the hours being restrictive, the price being prohibitive, and a potential for birthday parties

Barney the purple dinosaur.

Forced play rather than natural, child-led.

young kids, fun,

Play time

preschool tumbling

Birthday Parties (x 9)

Fun. Irregular open gym schedule.

too structured

play place

pre school gym

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additional feedback They need to have weekend drop in times, especially for winter when the

kids start to go stir crazy! There are a variety of activities in Blacksburg. We have done Bouncing

Bears through the Community Center. The gymnastics place over in Christiansburg.

Maybe they could reach out to special needs community Romp n roll does not cater to working parents. We attend only for birthday

parties for this reason. I would like better options for working parents (i.e. weekends) especially in the winter when it is too cold to go outside to playgrounds. The only open session right now is at noon on Saturday and that is the most common time for naps for children under 5.

I took my son there for 2 years on Saturday mornings, it was great but they don't have any classes for kids more than 3 on weekends. Mine outgrew the place. Still go for birthdays.

Weekend time during the winter

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what moms are saying

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current advertising Corporate Twitter account Facebook page Flyers Direct mail Promotional events and

programs "Bring a Friend" Free iPod Shuffle with

referral Holiday gift baskets BOGO (buy one class

receive a second class free)

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creative recommendation

Print Ads Collegiate Times The Burgs (Roanoke Times NRV Section) Postcards

Online Ads Collegiate Times The Burgs

Bus Ads Blacksburg Transit

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social media recommendations

Pinterest Twitter Facebook Ads Changes to Website YouTube Hootsuite

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Create a Pinterest account for moms to use and follow.

Post the link on the Romp n' Roll website and Facebook page.

Boards will be created with topics that cater to parents, such as "quick meals" "kids room" "rainy day activities".

Creates a stronger online presence and will help with brand recognition.

pinterest

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twitter Create a separate Twitter page for Blacksburg Romp n'

Roll with updates about classes, open gym, etc... Pictures of children during classes will be tweeted

regularly. Will allow the Blacksburg location to interact with

followers and members . Will help Romp n' Roll build relationships with current

members and potential members. Promote Twitter through Facebook group (433 likes)

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facebook ads

Create a side ad on Facebook pages. Allows Romp n' Roll to reach their specific

market. Blacksburg area Parents age 30-50 With children ages 1-12

Will only reach people who fit into the demographic Romp n' Roll selects.

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facebook ads

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hootsuite

Will help organize scheduled messaging of both Facebook and Twitter.

Analytics tracking of Romp n' Roll's Facebook and Twitter pages.

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editing website

Testimonials on the homepage Post Calendar for December and January Easy access to calendars and camp

schedules

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Website Changes

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YouTube

Promotional video Shows the different activities and classes that children

participate in at Romp n' Roll. Targeted towards potential consumers who are already

researching Romp n' Roll. Other videos will be used to show parents what their

children are really doing and learning at Romp n' Roll classes.

Move consumers from awareness to trial.

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additional recommendations

Blacksburg Merchant Association Paired Promotions (sponsorships)

Piccolini Kids clothing and accessories Imaginations Toys and Furniture

VT Faculty Day Advertisements at Local Pediatrics and Dentist

offices

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Blacksburg Downtown Merchant Association

Will list Romp n' Roll in Downtown Blacksburg Shopping, Dining, and Service guide.

Romp n' Roll would be able to participate in corporate advertising opportunities .

Will receive email blast about promotions and events.

Will receive official Blacksburg Merchant Association card and decal.

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paired promotions

Would include: Allowing Piccolini and Imaginations to have booths

set up at VT faculty day to promote and sell their items.

In return Romp n' Roll would advertise in these businesses.

Place flyers, pamphlets and gift baskets in these stores.

Romp n' Roll is current selling gift baskets at Piccolini stores during the holidays, but we suggest they expand to other businesses.

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VT Faculty Day

A day that Virginia Tech Faculty can bring their children to Romp n' Roll for a free trial.

Date: February 9th Beginning of the year and the semester so people are more likely to

sign up for new activities during this period

The goal of this promotion is to allow VT faculty to experience the class for the first time and enroll their kids.

Flyers will be located downtown. Offer 15% off membership fees if enrolled before March

1st.

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advertisements at pediatrics and dentists

Talked to NRV Pediatrics about placing ads in waiting rooms.

Free place to advertise Place flyers and pamphlets in waiting rooms

at pediatricians and dentists. Goal is to reach out to parents of young

children. Utilize the trusting relationship parents have

with their child's doctor.

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creative feedback - moms What does the ad say about the product?

“That it’s fun and educational at the same time. That it makes life easier for moms. Gives moms a break.”

What is the best part of this ad?"Good range of ages between the kids."

What is the worst part of this ad?"Show more parent interaction. Some parents want to stay, or have kids that won't stay alone. Show art. It makes it seem less like a day care."

Does this ad stand out from the competitors?"The only alternative is the gymnastic center, but it focuses equally on play and art and other fun things."

Would this ad motivate you to purchase?"Yea, totally!"

What is your final impression of this ad?"Think we did a good job, like the split screens between what the moms are doing while the kids are at romp n roll."

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creative feedback - employeesWhat do the ads say about the product?

You're getting a quality learning experience for your childWhat is the best part of these ads?

They're catchy, and attention grabbingWhat is the worst part of these ads? Suggestions?

Nothing, very creativeSuggestions: make a print ad with parent interaction

Do these ads stand out from the competitors?Yes, especially from some of the other Romp n’ Roll ads as well as competitors. Stands out more than Gymboree because of the structure, art, and music. Going to show that we go a step further.

Would these ads motivate you to purchase?Yes, it would motivate me to purchase.

What was your final impression of these adsIt encourages parents to think about his option for their kids and if they're looking for a good entertaining and educational outlet for their kids then this is a great option for them.

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media plan

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timeline

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budget plan

Item Amount

Facebook Ads 1000 clicks $880

Merchant Fees $225

Collegiate Times $375

Bus Ad (external) $435

Postcards (10,000) $243

VT Faculty Day $200

Hootsuite $120 ($7.99/mo)

The Burgs (quarterly) $800 (200 x 4)

Refrigerator Magnets (250) $51

Total $3,329

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Barnett, Michael. "RompnRollKids." Twitter. Romp n' Roll, n.d. Web. 10 Nov. 2012.

<http://twitter.com/RompnRollKids>.

"Child Development Center for Learning and Research." Virginia Tech - Department of Human

Development, n.d. Web. 10 Nov, 2012. <www.humandevelopment.vt.edu/cdclr.html>.

"Community Center." Town of Blacksburg - A Special Place. Town of Blacksburg, n.d. Web. 10 Nov. 2012.

<http://blacksburg.gov/Index.aspx?page=580>.

"Customer Magnet Printing Services." PsPrint - A Deluxe Company. N.p., n.d. Web. 11 Nov. 2012.

<http://www.psprint.com/magnets>.

"Fun Kids' Classes, Camps, and Birthday Parties at Romp n' Roll Blacksburg." Romp n' Roll. N.p., n.d.

Web. 10 Nov. 2012. <http://rompnroll.com/blacksburg>.

appendices

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"It's on your way, it's where you're going." Downtownblacksburg.com. Downtown Blacksburg, Inc., n.d.

Web. 10 Nov. 2012. <http://www.downtownblacksburg.com>.

"Product Pricing - GotPrint." Product Pricing - GotPrint. N.p., n.d. Web. 11 Nov. 2012.

<http://gotprint.net/g/pricing.do>.

"Romp n' Roll of Blacksburg - Blacksburg, Va - Music Lessons & Instruction, Art School." Facebook.

Romp n' Roll, n.d. Web. 10 Nov. 2012. <http://facebook.com/rompnroll.blacksburg>.

"Romp n' Roll." YouTube. Youtube, n.d. Web. 10 Nov. 2012.

<http://www.youtube.com/user/rompyrocks?feature=watch>.

appendices

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Pictures:

Cavuto-Boyle, Katie. "Healthy Eats - Food Network Healthy Living Blog." Food Labeling 101:

Understanding Label Claims. Food Network, 4 Mar. 2012. Web. 11 Nov. 2012.

<http://blog.foodnetwork.com/healthyeats/2012/03/04/food-labeling-101-marketing-claims/>.

Connie. "Last Week's Success Stories! Woman Reading a Book at Home." Back to Basics. 8basics.com,

18 Jan. 2012. Web. 10 Nov. 2012.<http://8basics.com/blog/last-weeks-success-stories/attachment/woman-

reading-a-book-at-home-2>.

"Exercise Program Using the Treadmill." Exercise and Fitness. N.p., 5 Mar. 2012. Web. 11 Nov. 2012.

<http://www.amazingfitnesstips.com/exercise-program-using-the-treadmill>.

"Market Research Insight." Hunting and Gathering at the Supermarket: Made More Enjoyable and Meaningful.

N.p,16 Aug. 2012. Web. 11 Nov. 2012.

<http://mri-zp.blogspot.com/2012/08/hunting-and-gathering-at-supermarket.html>.

"Woman Grocery Shopping in Frozen Food Section." Profimedia. N.p., 29 July 2008. Web. 12 Nov. 2012.

<http://www.profimedia.si/picture/woman-grocery-shopping-in-frozen-food-section/0012770359/>.