EXECUTIVE SUMMARY - Mrs. Pollard's Marketingtoripollard.weebly.com/uploads/8/2/7/6/8276760/fat_cats... · Web viewThese activities allow you to feel like your skydiving, scaling the

FatCats Fun Center

Fremont High School DECA

Fremont High School1900 North 4700 West

Plain City, Utah

Morgan WardFebruary 18, 2011

AdvertisingAdvertising CamCampaignpaign EventEvent

TABLE OF CONTENTSI. EXECUTIVE SUMMARY.........................................................................................................................1

II. DESCRIPTION.......................................................................................................................................2

A. Description of the Company...........................................................................................................2

B. Description of the Client/Advertiser...............................................................................................3

III. OBJECTIVIES OF THE CAMPAIGN.....................................................................................................4

IV. IDENTIFICATION OF THE TARGET MARKETS....................................................................................5

A. Primary Market...............................................................................................................................5

B. Secondary Market..........................................................................................................................5

V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN.......................................6

VI. BUDGET...........................................................................................................................................8

VII. SCHEDULE OF ALL ADVERTISING PLANNED.....................................................................................9

VIII. Statement of Benefits to the Client/Advertiser.............................................................................10

IX. BIBLIOGRAPHY...............................................................................................................................11

X. APPENDIX..........................................................................................................................................11

I. EXECUTIVE SUMMARY

Description of Company

FatCats Fun Center is a fun, family friendly place that allows any age to come and enjoy our facility. We have a wide range of activities from rock climbing to skydiving, bowling and eating, that allows you to enjoy all your favorite activities in one location.

Objectives of the Campaign

Primary Objectives Create more business Increase sales by 30 percent Make it a more family oriented

Secondary Objectives Better advertising Book more parties and events Find new location for another FatCats Fun Center

Target Market

Our target market will mainly focus on costumer’s ages 18 to 45 years old and families with one child or up to six children. We have divided up this target market into our different events and specials we are now offering.

Advertising Media Selections

Family Bowling in Thunder Alley: This special will be held every Monday night, from 5-9 P.M., offering unlimited bowling and pizza at great discounted prices.

Surf’s Up Competition: A great competition held at the beginning of every month for skilled surfs to compete at Flowrider, for free monthly passes and prizes.

Gold’s Gym: Biggest Loser Competition: Inspired from the TV show biggest Loser, members will be able to compete against each other, learn how to stay in shape and lose weight, all while having a chance of winning up to $1,000.

Budget

The total budget for this campaign is $3,967.50. The breakdown of this budget is:Gold’s Gym: Biggest Loser Competition $1,000Surf’s Up Competition $650Family Bowling at Thunder Alley $800Additional Advertising $1,000Advertiser’s Commission $517.50 -- 15 percent of total budget

FFREMONTREMONT H HIGHIGH S SCHOOLCHOOL DECA DECA AADVERTISINGDVERTISING C CAMPAIGNAMPAIGN: F: FATATCCATSATS MMORGANORGAN W WARDARD 11

II. DESCRIPTION

A. Description of the Company

The company we are promoting is FatCats Fun Center. It has a great location,

right in the middle of Ogden, Utah (See Appendix, Figure 1) making it very easy to find

new customers. It was founded in 1993 by Sean Collins and Dave Rutter in Provo,

Utah. They both started out with their own business down the street from each

other. They soon became good friends and the idea

of FatCats began to grow. There are now four other

locations in Provo, Salt Lake, Rexburg, ID, and

Westminster, CO.

The activities available at FatCats include:

iFly iRock Flowrider Thunder Alley Gold’s Gym

Arcade The Pizza Factory Costa Vida Strikers Grill

FatCats is one of the first companys to provide the Ogden area with activities

like iFly, iRock, and Flowrider. These activities allow you to feel like your skydiving,

scaling the Grand Canyon, and surfing in the Pacific Ocean. FatCats is a great place for

birthday parties, celebrations, and family fun!


B. Description of the Client/Advertiser

The FactCats Company was founded in 1993 by Sean Collins and Dave Rutter in

Provo, Utah. The two of them became close friends, which lead to the decision to

combine their two businesses to create the FatCats Fun Center.

The FatCats Company has a total of five different locations, although the goal

is to help increase sells in the Ogden, Utah location. It is located at 2261 Kiesel Ave, in

Ogden, it is one of the many buildings located in “The Junction”. Their website is

fatcatsfun.com; this is where you can find all of their prices and activities they

provide. The FatCats building has four levels; an arcade and pizza factory, iRock, iFly,

and Flowrider, Gold’s Gym and The Dance Establishment studio.

The FatCats Fun Center values their employees greatly, when it come to iRock,

iFly, and Flowrider, FatCats could not provide their customers with the experience

that they deserve without their great employees. The same goes with Gold’s Gym,

they have a large number of professionally trained personal trainers and instructors.

They are the ones that help bring in and make frequent customers and members of

the gym.


III. OBJECTIVIES OF THE CAMPAIGN

We have made a total of six objectives for our campaign, dividing them into

primary and secondary objectives. These objectives will hopefully help bring in a 30

percent revenue increase at the end of this year because FatCats is now going to be

targeting a new audience with new special events. Here are our objectives and how

we are planning on making them possible.

A) Primary Objectives

Create more business: We will begin by targeting our new target market, one way of doing this will be creating a better advertising campaign that will make FatCats applicable to them.

Increase sales: With our new competitions and specials, we hope to see FatCats bring in more customers, both new and returning. These events will have different target markets, in hopes of helping us reach the goal of a 30 percent revenue increase at the end of the year.

Make it more family oriented: FatCats goal is to be able to provide fun, inexpensive activities for families, increasing our popularity in the Ogden area.

B) Secondary Objectives

Better advertising: Making FatCats more know in the Ogden community, by place local ads on billboards and using “guerilla” advertising, handing out flyers at local events.

Book more parties and events: Create fun and cheap party packages, also offering discounts to customers who book parties with us more than once.

Find new locations for another FatCats : Look for locations that would be good to open a new FatCats when the time is right.

In order to measure the success of our objectives in this campaign, we will

mainly look at our sales increase. If we are succeeding at our objectives, it basically

means that we are bringing in more customers, which is our overall goal.


IV. IDENTIFICATION OF THE TARGET MARKETS

A. Primary Market

FatCats ia able to provide activities to a wide target market, being someone from

the age of 4, all the way to age 65 and older. Its location being in the middle of Ogden

(See Appendix, Figure 1) makes it easy access for everyone. Although, we have

decided to set up different target markets for the new events that FatCats has to

offer.

Family Bowling: Through this event, FatCats main tarket market will be families with one child or up to six children, advertising a fun, inexpensive way to have a family night. It is important to remember that we still have to appeal to their parents as well.

Surfs Up Competition: The target market for this event is for those customers who are fimilar with Flowrider, who have experience with surfing, and are frequent users of Flowerider. The target age for this category would be 16 through 25 years old.

Gold’s Gym: Biggest Loser Competition: This event will focus on marketing to those members of Gold’s Gym or future members, that may consider themselves overwieght or looking for a program to get into shape with. The target age we are looking to advertise to anyone 18 to 45 years old.

B. Secondary Market

The proposed secondary target market consists of adults, ages 30 and up. This

market is extrmemly important to us because it will bring in more families, either

interested in family activities or great family restaurants, or adults who are looking to

get into shape or just to say active at Gold’s Gym. Bring in more customers from this

secondary target market will help increase popularity and appeal to both young and

older families.


V. LIST OF ADVERTISING MEDIA SELECTION NECESSARY FOR THE CAMPAIGN

In order to reach our three objectives, which are, creating more business,

increasing sales, and making it more family oriented, we have come up with a few

different events and specials. These different events and specials will help in business

recognition, increased memberships, and overall customer approval. Below we have

list and brief description of our new events and specials at FatCats.

Family Bowling in Thunder Alley

This will be held every Monday night from 5-9 P.M., allowing the whole family

to come enjoy unlimited bowling for either, $15 for a family of 5 or $25 for a family of

6 and more. We will also provide pizza slices and drinks for $.50 each. We hope by

offering this special that we can bring in new and repeated families and their friends.

It will also help make FatCats more of a family oriented fun center!

Surf’s Up Competition

Flowrider has been able to provide people with the great experience of surfing

without the ocean. It has brought in many users and members that use it daily and

that are very skilled. We will hold a “Surfs Up” competition at Flowrider for anyone

who is interested. We will have professional surfers there to judge this competition.

The winner will go home with a free month pass to Flowrider and iRock, and second

and third will receive a gift card worth $15. Hopefully this will spark a new interest in

Flowrider and challenge people to become better at this skill, increasing our sells.

FatCats will offer this competition during the first week of each month.


Gold’s Gym: Biggest Loser Competition

Through the Gold’s Gym fitness center we will hold our own Biggest Loser

challenge inspired by the TV show The Biggest Loser. This competition will be held

during the months of June to September. The contestants will pay a $25 entry fee,

which at the end the “biggest loser,” they will have the chance to win up to a $1,000!

This contest will help bring in new member looking to lose weight and make our

regular member more interested in our program. We will have our personal trainers

and instructors involved in this program, making it possible for them to promote and

push members in their classes. We will hold weekly meetings and weigh-ins, helping

our members keep track of their progress and give advice on what they should be

doing through out the week. The winner will receive the prize money and three free

months at Gold Gym, along with a friend of their choice, allowing them to bring in

new customers and increase our popularity.


VI. BUDGET

Event Advertising Media

AdvertisingDescription

Number of Each Unit Cost Total Cost

Gold’s Gym: Biggest LoserCompetition

-Newspaper-Radio ad-Flyers

Describe competition, rewards, and benefits.

1 new advertisement in the newspaper, Four radio ads a week, and new flyers every week.

$400-radio ad$250- newspaper$250- flyers

$1000

Surf’s UpCompetition

-Newspaper-E-mail-Posters-information on website

Describe the competition, sending the emails to our frequent customers and posters being up in local high schools.

We will send our emails a couple weeks before the competition, showing them on how to register on line.

The emails are free, along with our website information. The posters will cost around $100 a piece and $250 for newspaper ads.

$650

Family Bowling: Thunder Alley

-Radio Ads-flyers at local stores-online discounts

Tell about our family night discounts and fun family environment in radio ads and flyers.

The radio ads will air in the morning and afternoon drive times. We will have flyers at all the local stores and family places.

$450 for the radio ads$300 for flyers and papers

$800

Additional Advertising

-Flyers-Specials-Coupons

We will have a different monthly specials, deals, and new types of flyers

We will do these things at least once a week, with 100 flyers weekly.

$500 flyers $1000

Sub Total: $3,450

Advertiser’sCommission

15 percent of total budget

$517.50

Grand Total: 3,967.50


VII. SCHEDULE OF ALL ADVERTISING PLANNED

The chart below outlines the planned promotions described above. The

promotional timeframe will be from June through September, 2011.


MonthWeek 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4

Internet

Promotion Campaign Activities and TimelineFatCats Ogden

Surfs Up

June July August September

Yellow Pages

Family Bowling

Flyers, Radio Ads, New spaper

Gold's Gym: Biggest Loser

VIII. Statement of Benefits to the Client/Advertiser

For this FatCats advertising campaign, we have decided on a budget of

$3,967.50. We are going to start advertising FatCats in the Ogden community by

having posters, flyers, radio ads, and promotions through the local high schools. We

will be using the “guerilla marketing” approch, passing out flyer and coupons at

events held in the Ogden area. These posters and flyers will describe and have a

picture of all the activities we provide such as iFly, iRock, Thunder Alley, and The Pizza

Factory.

As for the radio ads, we will have our ad done by professionals from the Ogden

area, then from there we will decide what radio stations we want to put our ads on.

On average it’s around $100 to place an ad on the radio. We will air our ads on the

stations 97.1, 100.7, 92.5, and 93.3, where we have chosen to air them in the morning

and afternoons drive time. Due to the fact that they will air during drive time, it will

make the ad a little more expensive but we think that it will be worth it, bring in more

business by reaching out to target markets.


IX. BIBLIOGRAPHY

Fatcatsfun.comGoogle.comGoogleearth.com

X. APPENDIX

FatCats has so many great activities to provide to our customers, all right in the middle of Ogden, Utah! We are one of the only companies to have an indoor rock wall, skydiving and surfing stimulators.


Documents

EXECUTIVE SUMMARY - Mrs. Pollard's Marketingtoripollard.weebly.com/uploads/8/2/7/6/8276760/fat_cats... · Web viewThese activities allow you to feel like your skydiving, scaling the