AirTimeGymnasticsTrainingCenter

AdvertisingStrategy

CedricHuntington,DanielGoodrich,KezliePollmann,TymanWeiler

Background Overview AirTimeGymnasticsTrainingCenterwasfoundedandestablishedinOctober2004inSpringville,UtahbyLeslieHowellandHeidiHadley.Together,theirgoalhasbeento“[offer]qualitygymnasticsinstructioninthesafestenvironment”andto“encouragelifelongphysicalactivity”(www.airtimetrainingcenter.com).Theybeganbyofferingbothrecreationalandcompetitivegymnasticscourses.AirTimequicklygrewandexpandeditscourseofferingstoincludecompetitiveandrecreationaltrampolineandtumblingcoursesinJanuary2005.Laterthatyear,theyincorporatedaprogramforanacademicpreschool.Threeyearslatertheybeganthefirstoftworenovationprojectstoincreasethegym’scapacityandfunctionalitytomeettheirdemand.Sincetherenovations,foampits,children’sgyms,andanall-starcheerprogramhavebeenadded.AirTimecurrentlyoperateswith36staffmembers--twoofficestaffmembersand34coaches.

AirTime’scurrentcustomersareparentswhodesirefortheirchildrentohaveanactivelifestyle.Duetothelocationofthefacilities,thevastmajorityoftheirtargetmarketisinthesurroundingareanearSpringville,Utah--SpanishFork,Mapleton,andSpringvilleitself.Byenrollingtheirkidsinagymnasticsprogram,theseparentsdesirethattheirchildrenimproveandprogressphysically,mentally,andsocially.Thismarketisofparentsthatareconcernedabouttheirchildren’shealth,andwantthemtobeactivetomaintainaprogressivelifestyle.Similarly,theywantthemtobesociallyactiveandexperiencecompetitiveteamenvironments.Inadditiontothemoreleisurelygymnasticsparents,thereisalsoanichegroupofparentswhosemaingoalisfortheirchildrentocompetecompetitivelyingymnasticscompetitions.AirTimecaterstoeachofthesegroupsbyofferingclasseswithvaryingcompetitivelevels. Competition Gymnasticsgymsarenotadimeadozen.AirTime’sprimarycompetitorinthegymnasticstrainingsectorisAllAmericanGymnastics,locatedinLindon,Utah.Thetwogymsarejustover15milesfromeachother--a20-minutedriveonI-15.AllAmericanoffersverysimilarprogramstoAirTimeandcompetesinthesamecompetitions.AllAmerican’scallingcardistheiraggressivenessandcompetitivedrive,whichcontrastswithAirTime’smorecommunityandfamily-centeredculture.

Despitebeingthemostsimilaroffering,AllAmericandoesnotrepresentthelargestcompetitiontoAirTime.Whenitcomestogymnastics,mostparentschoosethegymincloseproximitytotheirhome.Becauseofthis,mostpeopleseekinggymnasticsnearSpringvillewillchooseAirTimeandthosenearLindonwillchooseAllAmerican.Broadeningourviewonourframeofreference,AirTimefillstwomajorneedcategories.First,AirTimeprovidesanopportunityforparentstoprovidetheirchildrenwithconstructiveactivitiestohelpthemstayactiveandinvolvedwithsocialgroups.Second,AirTimealsoprovidesaplaceforthoselookingtocompeteinateamsport.Withthismindset,therealcompetitionlieswithinthecityofSpringville.AirTimecompeteswithsoccer,football,baseball,andothercompetitivesportsofferedinthecity.UtahCountyinparticularisknownforitsactiveandhighlydevelopedyouthrecreationalandcompetitivesportsprograms.AnotherhurdleforAirTimeisthecostofgymnastics,whichishighwhencomparedtomostothersports.Lowvisibilityoftheprofessionallevelsofgymnasticsalsocreatesdifficultyincreatingtheneededvaluetojustifythecost.Media

exposurereceivedbytheUSAwomen’sgymnasticsteamintherecent2016SummerOlympicsinRioDeJaneiro,Brazilhasprovidedanopportunityforthegymnasticstrainingfield.SimoneBiles,currentlythemostfamousnameingymnastics,startedhertrainingatageeight,whichcouldrepresentatargetmarketforAirTime.However,theseopportunitiesstemmingfromtheOlympicsariseonlyonceeveryeightyears.ThecompetitionforAirTimeisstiff.

CompetitiveLandscape Strengths Coachesinfluencethelivesofathletes.Fromoursurvey,welearnedthatAirTimeathletesandfamiliesrankcoachingasthemostimportantaspecttheyconsiderforateamsport.Inaddition,athletesandparentsoftenpraisethecoachesatAirTimefortheircharacterandpatience.Thegymexcelsintheirabilitytoteachandtrainskillsforgymnasticsandlife.Throughcoaching,AirTimecreatesanatmospherethatissafeforlearningandexploringintheworldofgymnastics. Weaknesses AirTimeisoverspendingeverymonthonmarketingstrategiesonlineandinprintadvertisements.Theseadspendsarefinanciallyunwiseandessentiallyunprofitableaccordingtooursurveyresults.Fromthesurvey,currentconsumersalsoconsiderthegym’spricingandcleanlinesstobetheirtwobiggestweaknesses. Opportunity TheopportunitiesandweaknessesofAirTimedirectlycoincide.ManagementatAirTimeiscurrentlyspending$300permonthonaYelpsubscription.Additionally,anotherfewhundredisbeingspentonaspotintheHomeTownValuesmagazine.Thismonthlycostdependsonthesizeofadtheycanaffordthatmonth.Shiftingthisbudgettoamediavehiclewithmoretargetingpossibilitieshasthepotentialtogeneratenoticeableimprovements.AirTimecurrentlyhasnorealsocialmediapresence.TheycurrentlyonlyhaveaFacebookprofilepage,notevenabusinesspage,whichlimitstheirabilitytorunadcampaigns.Duetothehighengagementratesofourtargetmarketonsocialmedia,evenlowlevelsofadspendonthesesocialmediaoutletswouldtranslatetoalargeincreaseinsocialwordofmouth. Threats ThetwolargestthreatstoAirTimearelocalsportsteamsandAllAmericanGymnastics.Forthosedesiringtoparticipateingymnasticswholiveincloseproximitytobothgyms,AllAmericanposesathreattostealingmarketshare.Forfamiliessimplywantingtheirchildrentoparticipateinacompetitiveathleticactivity,recreationalsportingteamsintheSpringvilleareaposeamajorthreatbyofferingeasilysubstitutablesportslikesoccer,baseball,football,andbasketball. TheProblem AirTime’slacksaconsistentpromotionalstrategy.Theirmainpromotionalactivityisthroughthelocalcitymagazine,HomeTownValues,wheretheycanonlyaffordasmallquarter-to-half-pageadvertisement.Additionally,theyarespending$300dollarspermonth($3,600peryear)onaYelp

subscription.Yelpismosttypicallyusedforrestaurants,notgymnasticsfacilities.AirTimeneedstocreateaconsistentandprofessionalonlinepresencethatcurrentAirTimeclientswouldfeelcomfortablesharingwiththeirfriends.Thistypeofonlinepresencewillalsoattractinwardlookingpotentialclientswhoareintheirtargetmarket.WeplantoaccomplishthisthroughimprovingtheircurrentFacebookpage,andcreatingInstagramandYouTubepages.Afterthis,wewillimplementastrategytodeploytargetedonlineadvertisementsthroughFacebookandInstagram.Wewillalsodevelopavarietyofotherpromotionalmaterials,likeprintads,thatwillcontributetoanoverallthemethatisconsistentwiththecharacteristicsthatAirTimecustomersindicatedtobemostinfluentialtothem.

Survey Inordertofullyunderstandtheneeds,feelings,andexperiencesofcurrentAirTimecustomers,wecreatedanin-depthsurvey.ThegoalofthissurveywastofindwhatwasmostimportanttoAirTimecustomersandhowwellAirTimewasperforminginmeetingtheirexpectations.Inaddition,wewereseekinginsightsregardinghowAirTimecouldimprovetheiradvertisingstrategiesinordertoaddresstheneedsofthecurrentcustomers,aswellaspotentialcustomers.

Oncewecreatedthesurvey,weusedtheAirTimedatabaseonJackRabbitandsentoutoursurveytoalltheparentsoftheathletes.Intotal,wesentthesurveyto675individualsandwehad228respondents.Withawhopping33.7%responserate,wefeelthattheresultsfromthissurveyareanexcellentrepresentationoftheAirTimecustomersaswhole.Themajorinsightsfromthesurveywillbefurtherexaminedinthefollowingparagraphs.

First,thedatafromthesurveyshowsthatAirTimeisperformingverywellintheareasofcoachingandmaintainingafamily-friendlyatmosphere.Whencustomerswereaskedinthesurveytoranksixdifferentattributesintermsofimportance,anoutstanding73.5%ofallcustomersrankedcoachesasthemostimportantaspectofagoodgymnasticsfacility.Furthermore,whenaskedtorankAirTime’sperformanceonascaleof1-10,customersgaveAirTime’scoachesanoverallrankingof8.54,whichwasthehighestrankingofanymeasuredattribute.ThisisagreatinsightforAirTimebecausetheirgreateststrengthisalsothecustomer’sgreatestneed.BeinginthispositionisahugestrengthforAirTimeandwerecommendthatAirTimecapitalizesonthisastheirmainpointofdifference.Inadditiontothesestatistics,customerswhohaveattendedadifferentgympreviouslyreportedthatthecoachesandtheatmosphereatAirTimearemuchbetterthantheywereintheirpreviousgym.

OursecondmajorinsightfromthesurveyisthatthemajorityofcurrentAirTimecustomersfirstheardaboutAirTimebecauseafriendreferredthemtothegym.Thisisfairlynormalforagymnasticsfacilitybecausemostpeoplehearaboutgymnasticsthroughwordofmouth.Wealsofoundthat67.86%ofAirTimecustomersliveineitherSpringvilleorSpanishFork.Ourfinalinsightisthat37.76%ofcurrentcustomershaveonlybeenenrolledinthegymforlessthan6months.ThisgoestoshowthatAirTimeTrainingCenteriseithergrowingatahealthyrateorisnotretainingitscustomersforaverylongtime.

CreativeBrief

AdvertisementObjective Increasenumberofstudentsby10%byMay2017. Target Janisamotherofthreechildren,twoboysandonegirl,whoseagesrangebetween4and12.Sheishyper-sensitiveaboutherchildren’sphysicalandsocialhealth.Janisbecomingincreasinglyconcernedthatherchildrenhaven’tfoundtheirnicheinanyathleticactivitiesorfriendgroups.Becauseherchildrenarerelativelysmall,andshedoesn'twanttheminvolvedincontactsports,activitieslikebasketballandfootballarenotanoption.BecauseJanwasheavilyinvolvedonacompetitivedanceteaminheryouth,shefeelsthatherchildrencouldgreatlybenefitfrombeinginvolvedwithanorganizedgroup.ShecontinuestovalueinvolvementingroupsasshehasrecentlyjoinedthelocalPTAandistheadministratorofherneighborhoodFacebookpage. Insight Iwantmychildrentobephysicallyandsociallyactiveonasportsteamwheretheycanlearnvaluableskillsfromexperiencedcoacheswhoarefocusedonindividualprogress. Promise Forparentsofchildrenseekingahobby,AirTimeTrainingCenterisateam-basedfacilitywithcoacheswhosegoalistoinstillconfidenceandteachgymnasticsskillstoyouth. Support

● Experiencedcoachingstaff● Smallclasssizes● Experiencedandencouragingstaffmembers● Competitiveandrecreationalclasses● Family-friendlyculture

Tone Energetic,welcoming,optimistic,spirited Assignment

● MergecurrentFacebookpagetoFacebookforbusinesspagetorunadcampaigns● CreateanInstagrampagetorunadcampaigns● CreateaYouTubechanneltocreateshareablecontent● Rearcarwindowdecals● ImproveHomeTownValuesad● Referralprogram● Outdoorgymnasticswithcoloredchalktoshowcasecoachingabilities(guerillatactic)

Execution

BigIdea:AirTime’slargestproblemisthelackofaconsistentpromotionalstrategy.Inordertoaddressthisproblem,wecreatedanadvertisingcampaignthatandemphasizesthetalentofAirTime’sexperiencedcoachesandencouragescurrentcustomerstoshareAirTimewiththeirfriends.Byfocusingontheexpertiseofthecoaches,theadvertisingcampaignwillbemoreconsistentthroughouteachmedium.Thesloganofthebigideais“FlyHigher”andwewillemphasizethatathletesatAirTime“FlyHigher”becauseoftheirexperiencedcoaches. FacebookandInstagramPages AirTimemustimprovetheirsocialmediapresence.AirTimeiscurrentlyoperatingwithonlyonesocialmediaaccount,aFacebookprofilepage.Thispageislistedasaperson,withthefirstname“AirTime”andthelastname“TrainingCenter.”Bigproblem.WewillbeginbytransitioningthisprofiletoaFacebookBusinessprofile.Next,the“friends”oftheirpreviousprofilewillneedtobeswitchedoverto“followers”oftheirnewbusinesspage.Bymakingthistransition,wecanthenbegintorunmicrotargetedFacebookadstosmallsegmentsofpeopleintheirnichemarket.ThistransitionalsoallowsAirTimetoreceivereviews,whichwillhelpfueltheironlinereputationandgeneratenewbusiness.FacebookhasautomaticallycreatedabusinesspageforAirTime,somanagementsimplyneedstoclaimthepageandbeginpostingcontent.

Withthisnewpage,AirTimecanshifttheircurrentmarketingbudgetfromtheirYelpaccounttoFacebookandInstagramads.WerecommendageographicallytargetedaudiencethatincorporatesFacebook’sgeneratedprofilesof“fitandinvolvedmotherswithchildren.”ByexcludingAirTime’scurrentcustomeremaillistfromthisaudience,wewillincreaseprofitabilityoftheadsbyavoidingadspendoncurrentmembership.Alternatively,friendsofthoseconnectedtotheAirTimepagecouldbetargetedtocapitalizeonthesocialproofoftheircurrentmembers.Duetothistargetedreach,wefeelthatforafractionofthecurrentbudget,AirTimecouldgeneratemanymoresign-upsthanthroughtheircurrentmediavehicles.

InourFacebookandInstagramads,wefocusoncoachingquality.Fromoursurvey,wefoundthatthisisourhighestratedcategoryinbothimportanceandperformance.Maintainingthetoneindicatedonourcreativebrief,weusedanattention-grabbing,energy-filledimagepairedwithadcopythatrelatesthequalitycoachesandstudent-focusofthegym(asshowninImage1and2).ThesepromotedpostswoulddrivetraffictoalandingpagewherepotentialcustomerscouldsignupforafreetrialclasswhichgeneratespromisingleadsforAirTime.

InadditiontorunningtargetedFacebookadvertisingcampaigns,AirTimeshouldalsogenerateshareableandusefulsocialmediacontent.Thiscontentshouldfocusontheneedsoftheirtargetmarket--Moms.EightypercentofAirTime’spostsshouldconsistofsharing“how-to”articles,usefullists,andgymnasticsrelatedmaterial.Bydoingso,AirTimewillcreatetheirownonlinesocialcurrency.Theremaining20%oftheirpostsshouldbe“asks”andpromotionalmaterialswhichcanpromotetheirreferralprogram,opengymSaturdays,discounts,competitionresults,etc.Byengagingwiththeircustomer,AirTimewill

havemorevaluableinteractionswiththeirclientsthanafakepersonwiththefirstname“AirTime”andthelastname“TrainingCenter.”

YouTubeChannel TocomplementtheFacebookandInstagrampages,AirTimeshouldcreateandmaintainaYouTubechannel.TheYouTubechannelshouldbecalled“AirTimeTrainingCenter”(asshowninImage3).Videosshouldbepostedonceaweekinordertomaintaininterest.ThemajorityofthevideosshouldbequicktutorialsondifferentgymnasticmovesfeaturingdifferentgymnastsandcoachesfromAirTime.Inaddition,thevideosshouldalwaysmentionhowviewerscanreceivemoreinstructionandcoachingattheAirTimefacility.ThiswillmaintainthefocusontheirmainpointofdifferencethatistheAirTimecoachingstaff.

AnothercategoryofvideosthatAirTimecanpostismorepromotionalbased.ThesewouldbevideosthatcanbepostedontheFacebookandInstagrampagesaswellastheYouTubepage.Thekeytothesevideosistomakethemshareable.Byproducingshareableonlinecontent,AirTimewillimprovetheirfollowingandinturntheirsign-ups.Forexample,theycoulddemonstrateskillsthatgymnastshavelearnedatAirTimewiththehelpoftheircoaches,followedbyacalltoactiontocomelearnsimilarskills.Accordingtooursurvey,46%ofcurrentcustomerslearnedaboutAirTimethroughafriend.CreatingashareablepromotionalvideowillmakeiteasierforcurrentathletesandfamiliestospreadthewordaboutAirTime.

Wecreatedamockupofapromotionalbasedvideotobeusedwiththepurposeofhavingsomethingthatconsumerscansharewithfamilyandfriends.Thereareafewkeyreasonswhyourspecificmockuphasthepotentialtogoviral.First,ithasaninterestingandengagingbeginning.Thevideostartswitha“pump-up”songandacloseupofthehandsofanathleteonthepommelhorse.Thiscreatesinterestsincethepommelhorseisaniconicgymnasticeventandtoseeayoungboydoitisbothinspiringandinteresting.Second,thevideocreatesanemotionalrollercoaster.Thebeginningofthevideoisanemotionalhighandthevideolullsasthetricksstarttoseemmorenormal.Theemotionthenpicksupagainastheanglechangesandthetricksbecomemorecomplicated.Thevideothenendswithanemotionalhighwithatriplebackflipandashotmimickingthepictureweuseinthemajorityofourprintads(asshowninImage4).Forthesereasons,wefeelthisYouTubevideocouldgoviralandbekeyinpromotingAirTimetotheirpotentialcustomers.

CarWindowDecal Asmentionedbefore,mostofourcurrentcustomerslearnedaboutAirTimethroughafriend.Becauseofthis,wewantedtocreateawaytostartaconversationaboutAirTime.Todothis,wedesignedacarwindowdecalforAirTimeparentstoputontheircar(asshowninImage5).ThiscanstartanaturalconversationaboutAirTimewhenparentsareatthestore,church,school,orelsewhere.

Thedecalisverysimple.Itstayswiththethemeintheirmainlogousingthenameandsilhouettesofgymnasts.Thesimplicityoftheiconmakesiteasilyrecognizableonacar.Thedecalswouldbepassedouttoeachgymnastandtheirfamiliesandthenplacedonthefamily’scar.

HomeTownValuesAds AirTime’scurrentmarketingstrategyisfocusedonamonthlymagazinedistributedtotheSpringville,Utahareacalled“HometownValues.”Thismagazinehighlightslocalbusinessesandhasaclaimedreadershipof1,309,000.Thismagazineoftencontainscouponsanddiscountstohelpgainattentionforlocalbusinesses.Despitethemonthlypublication,AirTimecurrentlyonlyplacesadsaboutonceaquarter.Managementalternatesbetweenahalfpagespreadandaquarterpagead,dependingontheirbudgetthatmonth.ThehalfpagespreadcostsAirTimeabout$250dollarseveryotherquarter. Lookingatthecurrentadusedinthiscirculationprovidessomeareasforimprovement.Thecurrentadshowstheframeofreferencewell,butitiscrowdedand“busy.”Forouradvertisingmockups,wefocusedonsimplifyingtheadvertisement,whilestillpromotingthemajorpointofdifference--AirTimecoaches(asshowninImages6and7).WekeptconsistentimagerywithourFacebookandInstagramadstotrytokeepcontinuitythroughoutouradvertisingandemphasizedtheabilityofthecoachestobuild-upandtraintheirstudents. Banner/ReferralProgram Fromoursurveyresults,wefoundthataround47%ofcurrentAirTimecustomersfirstheardaboutthegymbecausetheywerereferredbyafriend.Wealsofoundthatawhopping72%ofallcurrentcustomersdidnotknowthattheycouldreceiveanaccountcreditforreferringafriendtoAirTime.ThismajorinsightleadstoahugeopportunityforAirTimetocapitalizeon.Ifthe72%ofcurrentcustomerswereawarethattheycouldreceiveanaccountcreditbyreferringafriend,wefeelthattherewouldbeamassiveincreaseintheamountofcustomersbeingreferredtoAirTime.

WelookedintothebestwaytoadvertisethatAirTimehasareferralprogrambyreachingouttoothercompetitivegymnasticsfacilities.Wefoundthatgymswhohavehadthebiggestsuccesswiththeirreferralprogramsonlyofferedseasonalpromotions,ratherthanofferingthepromotionyear-round.Creatingadeadlineforthepromotionwillcreateurgency,andcustomerswillbemorelikelytoreferafriendtoAirTime.AirTimecouldcreateareferralprogramwherecustomersreceivea$10accountcreditiftheyreferafriendbetweenJanuary1andFebruary29,2017andthatfriendenrollsinagymnasticsclass.Wecreatedabannerthatwillbestretchedacrosstheceilinginthemainentranceofthegym(asshowninImage8).Thelocationofthebannerwillensurethatthe72%ofcurrentcustomersthatdonotknowaboutthereferralprogrambecomeinformed.Webelievethatthiswillrejuvenatethereferralprogramandleadtomoreclientgeneration.

GuerillaTactic AirTimeTrainingFacilityiscoveredinchalk.Itisinthevents,onthefloor,walls,doors--itiseverywhere.Similartorockclimbers,gymnastsusechalktoabsorbsweatandtogainamorereliablegripforsafetyandincreasedperformance.LocatedonlysixmilesawayfromAirTimeistheSriSriRadhaKrishnaTemplewherethenearbyHinducommunitysponsorstheannual“FestivalofColors.”Localsgathertothrowcoloredchalk-powderwhichrepresents“throwingtheirworriestothewind.”ToincreaseawarenessforAirTime,weplantocombinetheuseofchalkingymnasticsandtheinexplicablejoyofplayingincoloredchalk.Asaguerillatactic,AirTimewillsetupsimplegymnasticsstationsinalocal

park--highbars,mushrooms,pommelhorses,trampolines,etc.andhandoutbagsofcoloredchalk,similartothoseusedattheFestivalofColors.Familieswillcomewithtwointentionsfortheirchildren:learnagymnasticsskillandgetblastedwithcolor.ThispresentsanopportunityforAirTimetopubliclydisplaytheiradvancedcoachesandfamily-friendlyatmospheretopotentialclients,whichwefoundareAirTime’sgreateststrengths.

Interestingly,thesetwoattributeswerealsoratedasthemostimportantaspectsinagymnasticsgymbycurrentclients.Onaten-pointscale,AirTime’scoachesreceivedascoreof8.54andatmospherereceived8.23,onaverage.Becauseofthesefindings,wefeelthatthisguerillatacticwouldbeextremelyeffectiveandgeneratenewclientele.Thiseventwillbepromotedthroughsocialmedia(FacebookandInstagram),andespeciallythroughwordofmouthbycreatingpostersandflyersforthefacilitytoworkinconjunctionwiththereferralprogram.

Evaluation ThekeyadvertisinggoalofourcampaignistoincreasethenumberofstudentsatAirTimebytenpercentbyMay2017.AirTimeiscurrentlyoperatingwithabout500students,sothegoalistoobtain50newstudentsinfivemonths.ManagementatAirTimeusesaplatformcalledJackRabbittotracktheirclientele.Wewillusethemetricsthroughtheirprogramtotracktheprogressonourgoal.Toaccomplishthisgoal,wewillfocusontwogroups:currentclientsandpotentialclients.Wewillcapturenewclientsthroughsocialmediaadcampaignsandworkthroughcurrentclientsbyemphasizingandimprovingthereferralprogram.

AirTimegymnasticshasaveryspecificdemographic.Theiradvertisingisintendedtoreachtheparentsofthechildrenwhowillbetakingtheirclasses.Specifically,motherswhogreatlyinfluencethedaytodayactivitiesoftheirchildren.Socialmediaisapowerfultooltoreachthesemothersbecauseitishighlytargetable.FacebookandInstagramgiveustheabilitytoselectspecificbehavioral,geographic,anddemographicsegmentsthatrelatetothemothersAirTimeistryingtoreach.CreatingaYouTubechanneladditionallygivesusaplatformforengagingvideocontent,suchasskilltutorialsandhighlightclips.Thesecanthenbeusedaspromotionalmaterialsasadvertisingneedsarise.Usingourselectedaudience,andsettingasmallbudgetofonedollarperday,Facebookestimatesapotentialreachof74to200peopleonFacebookand83to220peopleonInstagrameachday.Overaone-monthperiodatthisspendlevel,wecanexpectbetween4,710to12,600impressionsinourspecifictargetdemographicforaspendofjust$30.Assumingaconservative0.1%conversionratefromtheseimpressionsyields5to13newcustomersamonth.Thiswouldputusontherightpathforourgoalofincreasingstudentsby10%byMay--andthisissolelythroughsocialmediaefforts,disregardingallotherefforts.ThisisamuchmorefocusedandprofitableinvestmentforAirTime.

Inadditiontohavingacaptivatingsocialmediapresence,AirTimeTrainingCentercancontinuetheirHomeTownValuesadsandcreateanengagingguerillamarketingtactic.TheHomeTownValuesadshavebeentheoneofthemainsourcesofadvertisingforAirTimeforthepasttenyears.MaintainingaconsistentpresencewillhelpcreateagreaterawarenessofAirTime.AlthoughtheHomeTownValuesadswillnotbeaseffectiveasthesocialmediacampaigns,AirTimeshouldcontinuetoadvertiseinthe

localmagazinetostaytopofmind.However,itisimportanttolimitthebudgetfortheseprintads.Inaddition,theimprovedads(asshowninimages6and7)focusesmoreonthecoachesatAirTimewhilemaintainingthesamelookandfeelasalloftheotheradsAirTimewillproduce.

Theexecutionoftheguerillatacticwillprovideanotherefforttoincreasegymmembership.Theguerillatacticwillinvolveafreetrialclassatthelocalparkforchildrenofallages.Traditionalwhitegymnasticchalkwillbereplacedwithcoloredchalktobeusedonthegymnasticequipment.Thiseventwillbefun,andagoodopportunityforchildrentolearnagymnasticsskill.Theuseofcoloredchalkwillhelpcreatea“festival”feelwhichwillattractmanylocals.ThiswillgenerateawarenessforAirTimeandwillgivepotentialcustomersthechancetoseeandworkwiththeexceptionalcoachesfromAirTimeTrainingCenter.

Aswestrivetoincreasethenumberofstudentsenrolledby10%,amajorfocuswillbehelpingcurrentcustomersrefertheirfriendstothegym.AirTimewillprovidecurrentathletesandfamilieswithaneasywaytotalkaboutAirTimewiththeirfriends.Themainmethodtoproducegreaterwordofmouthmarketingisthroughsocialmedia.However,cardecalsandtheguerillatacticalsoservethispurpose.Toencouragecustomerstosharesocialmediacontent,AirTimewillplaceabannerinthegymthatadvertisesthereferralprogram.ThisbannerwillhanginthegymandexplainthatifanathleterefersafriendtoAirTime,theywillreceivea$10credittowardstheirtuition.ThiscreatesadesiretoshareAirTimecontentinhopesthatafriendwilljoin.

Throughtheseefforts,weareconfidentthatAirTimeTrainingCentercanincreasemembershipby10%infivemonths.Bypromotingtheirsuperiorcoaching,theyaretappingintothemostimportantaspecttoconsumersinagym.Byimprovingandpromotingtheirreferralprogram,theywillencouragetheir“lovegroup”tobringtheirfriends.Byfocusingontheirtargetmarket,theycanmaintainmarketshareintheircompetitionagainstrecreationalsports.Byemphasizingtheirpromotionaleffortsonsocialmediaoutlets,theywillshifttheattentionandconversationtoAirTime.Theseeffortswillincreasemarketshare,memberships,andultimately,revenue.

Appendix

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