the l e a d blair priest ronnie shaban kelly kaiser akash singh robbie sell april 24 2012 n.
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The L.E.A.D. Blair Priest, Ronnie Shaban , Kelly Kaiser, Akash Singh, Robbie Sell April 24, 2012. Table of Contents. Background………………………………………………………………………..3 Situation Analysis………………………………………………………………..4 SWOT Analysis Competitor Analysis

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the l e a d blair priest ronnie shaban kelly kaiser akash singh robbie sell april 24 2012
The L.E.A.D.

Blair Priest, Ronnie Shaban, Kelly Kaiser, Akash Singh, Robbie Sell

April 24, 2012

table of contents
Table of Contents
  • Background………………………………………………………………………..3
  • Situation Analysis………………………………………………………………..4
    • SWOT Analysis
    • Competitor Analysis
  • Advertising Objectives.................................................................10
  • Target Market……………………………………………………………………11
  • Advertising Creative…………………………………………………………..14
    • Research
  • Print Advertisements………………………………………………………….22
    • College Newspapers
  • Local Events……………………………………………………………………..24
  • WUVT Radio…………………………………………………………………….26
    • Radio Script
  • Social Media Recommendations………………………………………….28
  • Content Calendar and Budget……………………………………………..32
  • Additional Advertising Options……………………………………………34
  • Appendix…………………………………………………………………………36
about crimper s
About Crimper’s
  • Opened in mid-April
  • Offers day passes as well as monthly and annual memberships
  • Lessons and intro class available
  • Yoga classes
situation analysis
Situation Analysis
  • Crimper’s Climbing Gym is the new rock climbing gym in Christiansburg opening in April. It will offer day passes and memberships as well as instructional classes.
  • The company has no current advertising campaign since they are opening this spring.
    • They do have a website that was recently launched and a Facebook page (that is in need of improvement)
situation analysis1
Situation Analysis
  • They want to use their logo, a crimper’s hand, to create brand recognition
  • They are entering a favorable market considering that there is no competition and that there is always a demand from students for fun activities in the area.
    • But, this activity would be a discretionary use of funds, which are currently low for most consumers due to the recession
  • Consumers include college students and residents of the New River Valley
    • VT Climbing Club
    • Experienced and inexperienced climbers
swot analysis
SWOT Analysis

StrengthsWeaknesses

- Location - Awareness

- Appeal to all levels - College kids, primary - Unique/new activity audience, are only here 8 for the area months

OpportunitiesThreats

- Social media - Economy

- Partnership (VT climbing - Seasonality

Club and outdoor shops) - Competitors

competitor analysis
Competitor Analysis
  • Competitors: Rise Up Climbing of Lynchburg & Wytheville Rec Center
  • Location: Opportunity to capture Roanoke, Blacksburg, & Christiansburg markets
    • Rise Up climbing gym
      • Geared towards all levels of climbers
      • One hour from Roanoke
      • Two hours from Blacksburg
    • Wytheville Recreation Climbing Wall
      • Geared towards novice climbers and event hosting
      • One hour from Blacksburg
      • An hour and a half from Roanoke
  • Pricing: More expensive daily charge but shorter commute
    • Rise Up (All rates are for one adult)
      • $13.00: One time visit
      • $110.00: 10 Visit pass
      • Year membership: $495
    • Wytheville
      • $6.00 for one daily admission to entire facility, including rock wall.
      • $54.00 for 12 visits
competitor analysis1
Competitor Analysis
  • Gym hours for open climbing
    • Rise up
      • M, W, F – 1:00 PM – 10:00 PM
      • T, TR – 3:00 PM – 10:00 PM
      • Sat, Sun – 1:00 PM – 7:00 PM
    • Wytheville
      • T, TR, F, Sat – 3:00 PM – 7:00 PM
      • Sun – 5:00 PM – 7:00 PM
  • Special Events
    • Rise Up
      • Monday College Night, Summer Camp, Free Yoga, 3 classes offered
    • Wytheville
      • Party Packages (Includes rock wall, swimming, gym time, and game room), Rock wall rent out, belaying classes
competitor overview
Competitor Overview

Rise Up Climbing

  • A more direct threat for Crimper’s Climbing because they are targeting similar markets, from beginners to the serious climber. Crimper’s advantage is the closer location to Roanoke , Blacksburg, and Radford. Crimpers will have to imitate what Rise Up Climbing gym does well, which is attract the area’s top climbing talent, as well as attracting new customers. Rise Up Climbing gym offers a wide variety of classes, training, and summer camps.

Wytheville

  • The Wytheville recreation center seems to be for more casual climbing. The recreation center will not be as big of a threat to Crimper’s. They seek to provide a pleasant climbing experience for their members and do not focus particularly on the serious climber. It seems like their climbing wall is used for birthday parties and casual gatherings. Their hours are shorter and their location is far from both Roanoke and Blacksburg.
  • Outdoor climbing will also be a competitor during specific seasons
advertising objectives
Advertising Objectives
  • Create awareness
  • Seasonal advertising directed at students when they return in the fall. Also, summer advertising to promote local summer campsin the area
  • They want to be seen as the “Center for Climbing in the Area” and a “social outlet”
  • Increase per-day check-ins
target markets
Target Markets
  • People of all ages, especially college students because of the large presence of college campuses in the area (VT, Radford, Roanoke College)
    • Also, residents of the New River Valley and Roanoke
    • Families (specifically children’s parties)
  • Appeal to returning students in the fall and to new students at orientation
  • Current climbers – promote buying annual and monthly memberships
    • Use their connection with the college climbing clubs to increase memberships
  • New climbers – market the day passes in order to increase foot traffic in hopes that day users might become members
characteristics of target market
Characteristics of Target Market
  • Demographic
    • Primary target audience
      • 18-24 year olds, college students
    • Secondary target audience
      • Children and families; General public of NRV and Roanoke
  • Psychographic
    • Adventure seeking
    • Outdoorsy
key strategy
Key Strategy
  • Establish Crimper’s as the new “it” activity in the area for all age groups
  • Desired mediums in which to advertise:
    • Blacksburg Transit
    • Collegiate Times and Tartan (Radford newspaper)
    • College radio
    • YouTube channel, Pinterest, TweetDeck
    • Untraditional methods of advertising – sticker bomb
    • Print ads in outdoor shops
    • VT bucket list
    • Summer Kick Off Weekend
    • Theme Nights
    • Gobblerfest
    • Steppin’ Out
information to include in ads
Information to Include in Ads
  • Hours of operation
  • Classes offered
  • Location and contact information including Facebook and Twitter icons
  • Slogans
    • “Not your ordinary gym.”
    • “What’s holding you back?”
    • “Center for climbing in Southwest Virginia.”
    • “Climbing our way to the top.”
print advertisements
Print Advertisements
  • NRV Magazine
    • 1/8 page
    • $370 for 6 issues
    • Run during summer/winter break
    • Targeting moms/families
  • Blacksburg Transit
    • Inside bus advertisement
    • $400/month
    • One ad per bus on all routes
    • September and January
college newspapers
College Newspapers
  • Collegiate Times
    • $71.12/month for 7 months
    • Sept-Nov and Jan-April
  • Tartan (Radford Newspaper)
    • $400 Stickies
      • Removable ad that is stuck to the front page – often used for coupons
      • September and January
  • Print ad
    • $107.10/month
    • November, February, April
local events
Local Events
  • Steppin’ Out
    • Deadline to sign up – May 1
    • August 3 & 4
    • $150 for a booth
  • Gobblerfest
    • Sept. 7 4-8 Drillfield
    • Registration opens soon
    • $100/ booth based on last year
summer kick off weekend
Summer Kick-off Weekend
  • Friday – Sunday
  • Ideas for the days:
    • Free beginner’s classes and tutorials (Friday)
    • Sizzlin’ Saturday: Beat the Heat – free popsicles/ice cream (Saturday)
    • Free yoga with the price of admission (Sunday)
vt radio station
VT Radio Station
  • WUVT FM 90.7
  • $15.50/hour
  • 7 p.m. – 12 a.m. (highest traffic times)
  • Played at the top and bottom of every hour
  • 7 times/ month = $108.50
  • For 7 months = $759.50
radio script
Radio Script

“Looking for an alternative and fun way to exercise? Crimper’s Climbing Gym is now open in Christiansburg offering a premiere rock climbing facility for the New River Valley. Offering membership and day passes at affordable prices. Visit our website at www.crimpersclimbing.com or follow us on Facebook and Twitter. Crimper’s Climbing Gym, climbing our way to the top.”

social media
Social Media
  • 665 Likes on Facebook
    • Great job of replying to posts
  • 41 Followers on Twitter
    • Only 6 Tweets
  • Currently not using FourSquare
  • No YouTube Channel
  • Currently not using Pinterest
facebook recommendations
Facebook Recommendations
  • Offering specials/coupons to gauge social media influence
  • Utilize TweetDeck to integrate your social media platforms
    • Schedule tweets and status updates
twitter recommendations
Twitter Recommendations
  • TweetDeck
  • Start following – to establish relationships with followers
  • Tweet more frequently - at least once a day
social media recommendations
Social Media Recommendations
  • FourSquare
    • Allows customers to “check-in” at your gym
    • Mayor, most frequent guest, gets a free pass
  • YouTube channel
    • Climber of the month videos
    • Tutorials – climbing techniques
    • Tour of the gym
  • Pinterest
    • Climber of the month
    • Places we have climbed/want to climb
    • Link all pictures back to your website
content calendar
Content Calendar

See Appendix for full content calendar.

additional advertising opportunities
Additional Advertising Opportunities
  • Print ads in local outdoor stores
  • Fliers at local pools
    • Shawnee Swim Club
    • Blacksburg Aquatic Center
    • Frog Pond
    • Christiansburg Aquatic Center
  • VT Bucket List
    • Contact SAA in Fall 2012
  • The Big Event 2012 and 2013
untraditional methods
Untraditional Methods
  • Sticker bomb
  • Sidewalk chalk
    • The crimp logo or “Crimper’s Climbing Gym”
  • Car wrap