Integrated Marketing Communications Final Paper

COM610 David A Bastiansen (Ribeiro Jiu Jitsu La Mesa) 4/20/2016

Ribeiro Jiu Jitsu La Mesa

Prepared by David A Bastiansen

April 20, 2016

COM630

Professor: Steven Van Hook

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Table of contents

Executive Summary.......................................................................................................................3

Mission Statement ........................................................................................................................4

Plan Objective................................................................................................................................4

Marketing Audit..............................................................................................................................5

Market Overview............................................................................................................................7

SWOT Analysis..............................................................................................................................8

Assumptions..................................................................................................................................8

Market Objectives and Strategies..................................................................................................8

Expected Results...........................................................................................................................9

The Budget....................................................................................................................................9

Implementation Program.............................................................................................................10

Conclusion...................................................................................................................................11

References..................................................................................................................................13

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Executive Summary

This report was developed to observe and develop the planning and integration of marketing communications of a marketing plan for a local martial arts school for a period of up to one year. They project goal is to achieve and increase in clients of up to 54%. This goal can be attainable and measured relatively straightforward.

Key Findings include that the company currently has the revenue and client volume to support a budget marketing plan that will work while generating 95% return on investment to its marketing plan generously even if the goals are not met within the year, the current marketing plan will still provide viability for the company to maintain a profit of 21% as it pertains to marketing return on investment (ROI).

Recommendations include to develop a marketing plan that is achievable at a budget to the company and to the marketing firm. The company should execute a well thought out methodology to implement its ROO through social media and brand awareness within the local community of La Mesa.

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Mission Statement

“Come be a part of our extended worldwide family!” is the Mission statement of Ribeiro Jiu Jitsu La Mesa as it comes from the idea and the reputation that Jiu Jitsu has developed globally. Many academies consider themselves to develop not only friendships from their training partners but closer relationships that signify the struggles of helping one another to achieve their goals, not alone but together and this unity develops a family like feeling with one another.

Established out of California, Ribeiro Jiu Jitsu is a Global franchise spanning from Australia, Brazil, Canada, Germany, Tahiti and more. This is where the worldwide aspect is achieved and due to the freedom of being able to attend any affiliate while being a member of one with open arms really determines the underlying meaning of the word “Extended.”

Plan Objective

Ribeiro Jiu Jitsu La Mesa is in need of a marketing plan and strategy as their current marketing and campaign strategy has been limited to spoken communication, a minimal social media presence and flyers handed out to local residence and businesses. Ribeiro Jiu Jitsu La Mesa is a franchise of the Ribeiro Jiu Jitsu Association which was established in 1995. Ribeiro Jiu Jitsu La Mesa is relatively new being established for about one and a half years. Currently in the marketplace Ribeiro Jiu Jitsu La Mesa is in a localized area of La Mesa Ca, a small community saturated with a diverse group of potential clients demographically. There are currently about twenty-five martial arts schools in the La Mesa area but only three Jiu Jitsu schools including Ribeiro Jiu Jitsu La Mesa. As these establishments may present relevant and immediate competition, Brazilian Jiu Jitsu seems to be dominating the industry as receiving the volume of martial arts with an increased interest and trend in the UFC. The intended goal of Ribeiro Jiu Jitsu La Mesa is to attain the goal of having at least fifty clients within a time period of about six months to the end of this year.

The product is instructional services in Brazilian Jiu Jitsu. Brazilian Jiu Jitsu, it is a martial art that utilizes submission maneuvers to defend oneself from an attacker. There is also a sport factor that is associated with Brazilian Jiu Jitsu. It follows a similar characteristic as wrestling and judo as it pertains to the sport’s organizational structure and competition methodologies.

The objective is to have a target goal of fifty or more clients by the end of this year (Marketing 2009). Currently Ribeiro Jiu Jitsu La Mesa has twenty-three students which is 46% of the client volume objective. The marketing objective describes how you want your target clients think or feel as they are manifested by your marketing effort (Entrepreneur's Toolkit 2013). The target marketing objective and what is driven to be the innovation for Ribeiro Jiu Jitsu La Mesa include that they want to provide a high value of product, goods and service to the children and their parents for a lower than that of the current local fair market costs for services of Brazilian Jiu Jitsu in an environment that encompasses and instills the values of the company; Family, Loyalty, Discipline, Attitude, Respect and Honor; which are the meanings of the six blades on Ribeiro Jiu Jitsu’s logo/brand. This is the sustained demand and preference for the product as discussion of a shorten sales cycle has not currently been established. Within the San Diego region there are many martial arts schools as to Ribeiro Jiu Jitsu would like to claim the position of the customers as having a family and respectful atmosphere at an affordable cost. The

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current message to potential customers have been delivered through social media, shared experiences and through flyers to the local businesses within the community of La Mesa.

Marketing Audit

The recent innovative marketing tactic is to gain the children of elementary age to high school age of the La Mesa community. The ideology that the owner has chosen to reach out to the children of La Mesa is to enforce a proven effort of his current marketing strategy that if the children are initiated into contracts and become clients this will attract their parents also.

The brand itself is recognized throughout the Jiu Jitsu community having brand recognition of a black circle with six yellow blades inside of it each representing a value that the company upholds which are; Family, Loyalty, Discipline, Attitude, Respect and Honor. On the top of the brand logo reads “Ribeiro” and the bottom of the logo reads “Jiu Jitsu.” Also included within this brand is the letters est. 1995 as this was the year that Saulo Ribeiro received his black belt in Brazilian Jiu Jitsu as this then identified the birth of Ribeiro Jiu Jitsu and the Ribeiro Jiu Jitsu franchise. The services that are provided by Ribeiro Jiu Jitsu are martial arts classes.

The Ribeiro Jiu Jitsu Association logo (Our History)

The importance of evaluating marketing performance guides future marketing initiatives and helps a company to achieve its goals. Improving and enhancing brand awareness; educating customers and prospects about product benefits; and strengthening stakeholder relationships – make measuring its financial impact a perplexing and challenging process. Ideally, marketing performance measurement should be a logical extension of the planning and budgeting exercise. Marketing performance metrics or key performance indicators (KPIs) are useful not only for marketing professionals, but also for non-marketing executives. As marketers face more and more pressure to show a return on investment (ROI) on their activities, marketing performance metrics help measure the degree to which marketing spending contributes to profits (Bundless 2015).

Calculations of investments should consider all of the following; your time, the amount you may pay for paid social medial analytic tools and the cost on advertising with advertise local from Facebook and other paid services on the interactive media applications. These costs will total the invested cost in interactive media ROI. These are similar trends and analytics that will be made on the website as in utilizing web analytic software to determine the amount of time and clicks throughout navigating of the organization’s website, here we can determine the same ROO and ROI utilizing web analytics and surveys to determine if the website was a driver to motivate a customer to walk into the martial arts school.

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https://www.boundless.com/marketing/definition/profit

https://www.boundless.com/marketing/definition/return-on-investment

https://www.boundless.com/marketing/definition/process

https://www.boundless.com/marketing/definition/product

https://www.boundless.com/marketing/definition/brand


At this point will then be determined if the individual potential client wants to sign a contract or if not then be offered a one-month free trial. This will be formulated the same although here we are also investing one month of service in hopes for a twelve-month contract so our ROI would be greater although historically Ribeiro Jiu Jitsu La Mesa has not been having much luck with this. Although one will begin to quantify this in order to truly determine its effectiveness and if the standard error or margin is greater or if the organization is actually losing profit due to providing one month of free services. The same formula would still apply here.

(How 2015)

The ROI from interactive media is essential to the marketing plans of Ribeiro Jiu Jitsu La Mesa as the budget is concerned there is not a great amount financially to put into the marketing campaign. Interactive media such as Facebook, Yelp and YouTube are practically zero costs except that of time and marketing consulting. The utilization of ROO within the local community of La Mesa and as well as San Diego has a promising outlook especially to the local area of Le Mesa as there are only four martial arts school within that community. Measurements that will be variable to quantitative results will include; new followers or subscribers, Page likes, Post likes, Post comments and shares. To track progress and goal milestones one should be using the free analytic software provided by Facebook, Yelp and YouTube. These analytic tools provide parameters for all of the points that are suggested as the goal.

Facebook YouTube Yelp

Likes, Comments and Shares for Ribeiro Jiu Jitsu La Mesa as of March 5, 2016 (Facebook)

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Marketing Overview

The services that are provided by Ribeiro Jiu Jitsu are martial arts classes. The specific genre of martial arts instruction here that are provided is Brazilian Jiu Jitsu. Brazilian Jiu Jitsu is a martial art that utilizes submission maneuvers to defend oneself from an attacker. There is also a sport factor that is associated with Brazilian Jiu Jitsu. It follows a similar trait as wrestling and judo as it pertains to the sports organizational structure and competition methodologies

The current price per month is $125.00- $150.00 a client per month in combination with a yearly contract. With this price and contractual structure, there are still associated risk to lose business as the Owners of Ribeiro Jiu Jitsu do not want to make a person financially responsible even if they break a contract due to having an established relationship with its clients to keep the hearts, minds and loyalty of its customers.

Ribeiro Jiu Jitsu La Mesa currently utilizes Facebook and Yelp as a tactic utilizing social media. The company is currently refining its processes in regards to Facebook postings and advertising. The company currently posts a few times a week with quantitative results. Here we are able to understand the social media following of Ribeiro Jiu Jitsu La Mesa as it pertains to likes, unlikes, views, follows and other event activities. Other tactics that Ribeiro Jiu Jitsu has explored was to hand out flyers to local businesses in the area, as this may not be quantifiable it is a low costs tactic to consider while in a target geographical location. One tactic that was also evaluated was to provide one free month of services in order to keep the client after the one month of free services were completed. This is a quantifiable measure but as interviewed with Julio this tactic did not meet the requirements of his marketing campaign plan. Ribeiro Jiu Jitsu currently provides a marketing tactic with a fully dynamic and up to date website http://www.ribeirojiujitsulamesa.com/. Ribeiro Jiu Jitsu La Mesa currently requires its clients to wear the logo patch on the back of their uniforms, this tactic promotes the brand when a student travels to another school to participate in other programs and this is also applicable as tournaments within the community are common as during these competitions the Ribeiro logo will be apparent and marketed effectively (The Difference 2013).

Ribeiro Jiu Jitsu La Mesa Website (www.ribeirojiujitsulamesa.com)

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http://www.ribeirojiujitsulamesa.com/

http://www.ribeirojiujitsulamesa.com/


SWOT Analysis

Assumption

The assumptions of the newly acquired marketing plan project that the amount of clients that Ribeiro Jiu Jitsu currently has will increase ~54% within the next twelve months once implantation of the marketing plan begins. At this point the revenue of the establishment will increase to $68,750, not considering continuous business expenses. At this time the company may be able to increase the facilities size, internal upgrades and potential staff increases. The return on objective is expected to increase by 50%

Marketing Objective and Strategy

The marketing objective is to have a target goal of fifty or more clients by the end of this year (Marketing 2009). Currently Ribeiro Jiu Jitsu La Mesa has twenty-three students which is 46% of the client volume objective. The marketing communication objective describes how you want your target clients think or feel as they are manifested by your marketing effort (Entrepreneur's Toolkit 2013). The target marketing objective for Ribeiro Jiu Jitsu La Mesa include that they want to provide a high value of product, goods and service to children and their parents for a lower than that of the current fair market costs for services of Brazilian Jiu Jitsu in an environment that encompasses and instills the values of the company; Family, Loyalty,

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Discipline, Attitude, Respect and Honor; which are the meanings of the six blades on Ribeiro Jiu Jitsu’s logo/brand. This is the sustained demand and preference for the product as discussion of a shorten sales cycle has not currently been established. Within the San Diego region there are many martial arts schools as to Ribeiro Jiu Jitsu would like to claim the position of the customers as having a family and respectful atmosphere at an affordable costs. The current message to potential customers have been delivered through social media, shared experiences and through flyers to the local businesses within the community of La Mesa.

Marketing communication tactics are things that are done every day such as blog posting, tweets and even replying to things such as emails and phone calls are considered to be marketing communication tactics. There are even demographic and global margins that Facebook graphically quantifies as a free tool for business Facebook accounts. To be tactical here Facebook and social media postings should be advertised at specific times of the day to target a specific audience that may typically be browsing Facebook at that time in which have similar interests to that of Jiu Jitsu.

Expected Results

To justify the investment and to prove the expected results of the marketing campaign that will assist to to the success of the company things that need to be established are the tactics, media of the tactic, goals and a way to determine if those goals have been attained. The organization needs to have a goal and a vision in order to plan these standards (Ivkovic 2013). Currently the vision as new company is to obtain a goal of up to gaining 54% clients and/or contracts in order to sustain business and reasonable profitability. To attain this goal as it pertains to a well-designed marketing campaign will to achieve brand recognition and loyalty through; social interactive media being though social context of blogs and video media, Brand awareness and other media provide brand awareness.

Goals will align with Ribeiro Jiu Jitsu La Mesa’s plan to attain the goal of an increased customer goal of 56% at which the target audience are children and to increase brand recognition and loyalty. In order for us to better understand how to quantitate the ROI on interactive media we need to identify the investment into the media. Facebook provides services such as advertising a certain amount of times per day at about one dollar per ad a day. This is done through automation as also it displays the advertisement local users, subscribers and to those who possess an interests in the subject matter of services. With this amount a goal should be set upon the budget, as how much can we spend with the given budget for marketing. This will be subject to change once client amount has been increased, met or exceeds the client goal of 50 customers.

The Budget

Calculations of investments should consider all of the following; your time, the amount you may pay for paid social medial analytic tools and the cost on advertising with advertise local from Facebook and other paid services on the interactive media applications. These costs will total the invested cost in interactive media ROI. These are similar trends and analytics that will be made on the website as in utilizing web analytic software to determine the amount of time and

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clicks throughout navigating of the organization’s website, here we can determine the same ROO and ROI utilizing web analytics and surveys to determine if the website was a driver to motivate a customer to walk into the martial arts school.

At this moment it will then be determined if the individual potential client wants to sign a contract or if not then be offered a one-month free trial. This will be formulated the same although here we are also investing one month of service in hopes for a twelve-month contract so our ROI would be greater although historically Ribeiro Jiu Jitsu La Mesa has not been having much luck with this. Although one will begin to quantify this in order to truly determine its effectiveness and if the standard error or margin is greater or if the organization is actually losing profit due to providing one month of free services. The same formula would still apply here:

(Return – Investment) ÷ Investment

The tactic here has a realistic opportunity to assist with attaining a goal of increasing the amount of clients by the quantity of 27, this would mean that he would have to give 23 free months which would be equal to that of almost two yearlong contracts but in return provide revenue of up to 276 months. Standard deviation and error has not been determined due to the current available information. There would have to be an increase of two new contracts a month to currently attain this goal. Here we can also include brand loyalty or the amount of renewed contracts per year. This can be very important to ROI because there is no investment but the initial investment to brand loyalty therefore each new contract will generate a greater ROI on that initial investment and will at some point began to generate profit. Brand loyalty can then be quantified by surveys asking about the customer’s experience with quality and things such as their perception towards the current services.

Implementation Program

Ribeiro Jiu Jitsu La Mesa has used printed flyers to allow local businesses to display, although the ROI here is greater the exposure is low although it increases its brand recognition. This can also be quantified by asking the potential customer “How did you find out about our company and where did you receive this information?” this survey question can be applied towards all

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tactics of marketing communications. Here we can include a special offer or coupon with the flyer providing some type of incentive for just walking into the door. Provided offer or discount to determine what seems to attract more potential clients one would utilize that method more frequently.

Brand awareness including vehicle stickers, patches on uniform/rash guards and brand recognition seems to be effective as they can very affective. Ribeiro Jiu Jitsu plans on acquiring adult clients by utilizing children as his target audience. Here this will include brand awareness and brand loyalty by the parents observing the services provided and then allowing the parent to become a client at a discounted rate. This will then provide 2 one year contracts. The plan for brand awareness will then create an effect whereas the evidence of proven shared experiences can then act as a marketing tactic to attract more children as clients which will then attract their parents. Ribeiro Jiu Jitsu La Mesa has had much success utilizing this business model, although not yet quantified but the owners have preferred this method. This will be quantified as ROI due to potential discount for multi account contracts and marketing endeavors to generate brand awareness.

Some tactics that may be attainable by Ribeiro Jiu Jitsu La Mesa that have not been sought out yet would be to create video blogs on YouTube as television commercials are viable social media presence by video blogging is more attractive in this era of marketing. This measure is quantifiable as YouTube and other video blogging services provide zero or low cost analytics. A tactic that is low cost and effective would be to email existing customers with a referral incentive for new client contracts or just simply generating an email lists with weekly news and updates on the company. Smaller businesses face the challenge of the cost of marketing communication tactics as commercials and magazine ads have a high but do not always guarantee a high rate of return. In addition to the patch on the back of the uniforms another cost effective form of this tactic would to be to sell and have students have access to t-shirts to promote the brand not only when at special interests events but in their everyday lives. Ribeiro Jiu Jitsu can do things such as sponsor tournaments or local events in the city of La Mesa in order to let their presence be known in the local community. Although sponsoring events can cost but also can sustain a high liability the host company (The Difference 2013).

Conclusion

Although Ribeiro Jiu Jitsu La Mesa does not have a clearly defined marketing program there are many cost effective ways that the company can promote its business in a tactical manner to attain the goal that the company is aiming for at an increase of 54% clients. To attain this goal within the end of the year can be done with proper marketing tactics and utilizing the establishment’s strengths to leverage their weaknesses.

To quantify a viable method to satisfy the goal of increasing clients by 27 is relevant and realistic as to the tactics that will be used to also attain the goal. The methods will have to be trialed and analyzed as we can see the minimum goal average is to add 2 clients per month. Through historical evidence that if the organization has been in business for a little over a year that the current client count is 23, with aggressive marketing tactics and analysis the goal to be reached would be 27 for the next 12 months. Just by the historic trends, brand recognition and brand loyalty the ability to provide an increase of the following year’s clients by 15% is realistic.

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To conclude aggressive marketing strategies will allow Ribeiro Jiu Jitsu La Mesa will meet and possible exceed its goal of having a total of 50 clients within the next 12 months.

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References

1. Boundless. “The Importance of Evaluating Marketing Performance.” Boundless Marketing. Boundless, 21 Jul. 2015. Retrieved 13 Mar. 2016 from https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/evaluating-marketing-performance-23/the-importance-of-evaluating-marketing-performance-133-4047/

2. Ivkovic, E. (2013, December 20). Blogworld: SETTING GOALS, OBJECTIVES AND METRICS FOR ACHIEVING YOUR DESIRED OUTCOMES WITH SOCIAL MEDIA MARKETING. Retrieved March 13, 2016, from http://www.blogworld.com/2013/12/20/setting-goals-objectives-and-metrics-for-achieving-your-desired-outcomes-with-social-media-marketing-sponsored-post/

3. Teens spend 9 hours a day using media, report says. (n.d.). Retrieved March 13, 2016, from http://www.cnn.com/2015/11/03/health/teens-tweens-media-screen-use-report/

4. Americans spend an alarming amount of time checking social media on their phones. (2015). Retrieved March 13, 2016, from http://www.digitaltrends.com/mobile/informate-report-social-media-smartphone-use/

5. How to Calculate Social Media ROI: A Delightfully Short Guide. (2015). Retrieved March 13, 2016, from https://blog.bufferapp.com/guide-calculate-social-media-roi

6. Our History. (n.d.). Retrieved March 06, 2016, from http://www.ribeirojiujitsu.com/our-history.html

7. Marketing Communication Objectives - Definition of Marcomm Objectives. (2009). Retrieved March 06, 2016, from http://www.marketingcommunicationsblog.com/marketing-communication-objectives/

8. What is Marketing Communication (MarCom) | Entrepreneur's Toolkit. (2013, December 6). Retrieved March 06, 2016, from https://www.marsdd.com/mars-library/what-is-marketing-communication-marcom/

9. The Difference between Marketing Strategy vs Tactics - An Example. (2013). Retrieved March 07, 2016, from http://charliesaidthat.com/digital/digital/difference-between-marketing-strategy-vs-tactics-an-example/

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https://blog.bufferapp.com/guide-calculate-social-media-roi

https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/introduction-to-marketing-1/evaluating-marketing-performance-23/the-importance-of-evaluating-marketing-performance-133-4047/



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Integrated Marketing Communications Final Paper