MILLS ADAMSANNE IRVINBLAINE BASSETT KARA WEXLER LILY STOCKTON

TALKING DOG ADVERTISING AGENCYFALL 2013 - SPRING 2014

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TABLE OF CONTENTS

I. LISTEN

Brand Introduction …………..….. 4SWOT Analysis ………………….. 5Target Audience ……….………... 7 Creative Brief ………………...….. 8

II. SIT

The Problem ……………………. 10Communication Goals ………… 10Campaign Direction ……...…… 11Tactics …………………………... 11

III. SPEAK

Creative Executions …...........… 13Measurements of Success ........ 19Future Recommendations …..... 20

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LISTENRESEARCH

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The main goal of Aerofit is to tackle the challenge of fitness and fun at the

same time. Instructed classes and open jump hours are hosted six days a

week on 16 custom built, interconnected trampolines. For those who

prefer to stay on the ground, Aerofit also provides a full-service, weightless

gym. Aerofit features TRX resistance training, yoga balls, medicine balls,

TRX ripstixs, kettle bells, and boxing bags. On weekends, and spaced

throughout the weekdays, Aerofit shifts gears and appeals to Aerofit Kids.

Multiple open jump sessions are offered throughout the week and week-

end for all children of all ages in an effort to appeal to any and all looking

to have a fun time at the gym. Through developing a laid-back atmosphere

complete with upbeat music and a friendly staff, Aerofit differentiates itself

from a traditional gym experience in order to offer the most unique work-

out in Athens.

BRAND INTRODUCTION

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STRENGHTS

• Aerofit is the only trampoline fitness center in Athens

• Offer a full-service weightless gym

• Variety of classes at different skill levels

• Open 6 days a week

• Kid friendly environment (specialized jump sessions & birthday parties)

• Customizable membership options

WEAKNESSES

• Low awareness among desired target audience (college students) and

other member of the community

• Poor markings/sign usage indicating the location of Aerofit

• Aerofit is a fairly new business and is still in the process of establishing

itself in the Athens community

SWOT ANALYSIS

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OPPORTUNITIES

• Get UGA students and Greek organizations involved in classes and

group workout sessions.

• Create awareness of trampoline fitness as a new / fun way to exercise.

• Generate creative and fun advertisements that will interest potential

jumpers, and boost customer traffic to Aerofit

THREATS

• Skyzone – competitor – more trampolines and larger facilities; multiple

locations

• Other workout facilities in the Athens area are competition (Ramsey,

Omni, Bodyplex)

• Trampoline fitness is a new concept and is still establishing itself as an

alternative method of working out in the public’s mind.

• May face hesitation or difficulty convincing active individuals to change

their existing work out routines.

SWOT ANALYSIS

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• College Students and young professionals in the Athens area.

• Ages 18-25

• Fitness oriented lifestyle

• Enjoy working out with friends or in a group setting

TARGET AUDIENCE

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Key Fact:

Aerofit offers an innovative and fun workout atmosphere suitable for all

ages, yet many local Athenians are unaware of the gym’s location and ex-

istence as it is still a fairly young business in the city.

Problem:

College students and young professionals in Athens don’t know about

Aerofit trampoline gym as an alternative to their usual day-to-day workout

routine.

Objective:

To increase new member registrations by 10% by April 2014, and to

spread word of Aerofit among Athens, particularly among University of

Georgia students.

Target Audience:

18-25 year old health-conscious college students and young professionals

in the Athens area looking for a unique and fun alternative to their typical

workout routines.

Insight: “I’m so busy with work and school assignments that when I get

around to exercise, I usually stick to going to the same gym. I like to get a

good workout and would be up for trying something new, but I’m unaware

of effective and fun alternatives that will help me achieve this goal.”

CREATIVE BRIEF

SITPLANNING & STRATEGY

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THE PROBLEM

COMMUNICATION GOALS

Aerofits clientele is mostly made up of young couples and families living

in the Athens area. This is a great demographic to have as loyal custom-

ers but the owner, Alex, is interested in capturing the student population

as well. The location of Aerofit is not ideal and there is little to no signage

that can be seen from the road. This lack of visibility is limiting the overall

awareness of Aerofit as a brand.

1. Increase of Aerofit among University students

2. Attract more first-time clients to Aerofit

3. Gain more young brand-loyal Aerofit customers

4. Produce brand video starring Rance Nix

5. Produce koozies with the Aerofit logo and slogan

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CAMPAIGN DIRECTION

TACTICS

Our main focus is on getting more college students through the door at

Aerofit. In order to achieve this goal the campaign was centered around

increasing awareness of Aerofit among students. We not only wanted stu-

dents to know about Aerofit, but also to see it as a cool and unique gym.

We know many students prefer to work out with a friend or in a group set-

ting, making Aerofit a perfect option for a typical UGA student.

In order to promote the young, student-friendly vibe of Aerofit, we pro-

duced koozies and made a youtube video starring one of UGA’s biggest

celebrities, Rance Nix. We believe that both of these tactics will show stu-

dents how cool it is at Aerofit.

SPEAKIMPLEMENTATION

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CREATIVE EXECUTIONSBack in October, we began our campaign with Aerofit as a silver spon-

sor for Sigma Delta Tau Greek Grind. Alex engaged proactively with the

target audience by joining the conversation on twitter with #bustagrind.

As a sponsor, Aerofit’s tweets were constantly added to the live twitter

stream, which increased sorority awareness tremendously. Alex was able

to increase facebook likes and twitter followers, in addition to gaining buzz

among these girls with the offer of a free group fitness class for the soror-

ity with maximum engagement.

Keeping our target student body in mind, we aimed to create engaging

digital content as well as promotional items to increase awareness. The

graphics on the following pages represent Aerofit’s fun atmosphere, while

keeping the content eye-catching and relevant.

Again, we were able to reach out to the Greek student market by attending

Sigma Alpha Epsilon’s annual Shower Cap event and handing out promo-

tional koozies. This event allowed us to reach both male and female stu-

dents to increase awareness on campus and get these students excited

about future group workouts.

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Our final effort went into a promotional video starring local celebrity, Rance

Nix. Rance has amassed thousands of views on youtube for gimmicks

around campus, and we knew his local fame would be perfect to provide

exposure to the Aerofit facilities. While our efforts leading up to this point

focused on name awareness, this project could hopefully entice curiosity

while giving potential consumers a more vivid idea of the Aerofit experi-

ence.

CREATIVE EXECUTIONS

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@ A

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F I T ATH E NS

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KOOZIE GIVEAWAY @ SAE’s SHOWERCAP PARTY

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MEASUREMENTS OF SUCCESSWe can assess our work toward Aerofit brand awareness using social

media. To measure the success of our digital media initiatives, we looked

to see the growth overtime of various social media metrics. Most notably,

Aerofit on Facebook amassed nearly 400 new Facebook likes achieving

1,396 Facebook fans compared to 1,046 in fall of 2013. On twitter, Aerofit

followers have also increased from 167 to 217 over the course of this year.

Both of these platforms allow the owners to communicate directly with

their loyal client base, while Facebook definitely allows for a larger audi-

ence, though they are reached less frequently due to updated Facebook

algorithms.

Youtube also allows Aerofit to visually demonstrate the possibilities within

their facilities while showing off Aerofit instructor’s high skill level. This

platform has increased from 13 to 18 subscribers with an impressive total

of 7,584 views compared to 5,360 views in the fall.

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FUTURE RECOMMENDATIONSDirect response is an imperative for bringing large student organizations

which will lead to ripple effects in the community. We are leaving Aerofit

with a list of names and emails of sorority sisterhood chairs who would be

responsible for arranging a group fitness class at Aerofit. We are confident

that by getting this foot traffic in the door a single time for a group fitness

class, these women will love their experience enough to go back. There

is also great potential in reaching out to other groups which value group

fitness such as the rowing team, rugby team, or other club and intramural

teams.

When the budget allows, Aerofit should produce our graphics as bumper

stickers to increase awareness on campus as well. Students love to show

local pride for various businesses including Jittery Joes and Mama’s Boy

and with a solid graphic and positive experiences in Aerofit facilities, peo-

ple will want to show Aerofit pride soon enough.

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FUTURE RECOMMENDATIONSAerofit should continue to sponsor local student-run philanthropic efforts.

Aerofit can continue to support these efforts in gaining name recogni-

tion associated with this cause-related marketing, as well as offering free

classes as prizes for other events.

On social media, Aerofit should continue to produce engaging content of

value to consumers. When groups come in, Aerofit needs to take quality

pictures on their gopro camera to post soon after. When these customers

see the pictures and tag themselves and their friends, their single visit will

instantly spread awareness to their Facebook friends eager to join in the

new trampoline fitness trend.