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World Champion Taekwondo

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  1. World Champion Taekwondo Marketing Plan 2013

  2. World Champion Taekwondo (WCT) • Started by Grandmaster Ki Moon Kwon in 1991 • Successful company – always has students The Company

  3. Grandmaster Ki Moon Kwon was the 1981 world champion • Instructors and students are like family • World Taekwondo Federation accreditation • All athletic abilities welcome • People with disabilities welcome Why WCT is Unique

  4. WCT is family friendly • Child oriented • Family classes • Welcoming environment • Positive training • All abilities welcome Current Branding

  5. Branding isn’t very strong • No marketing/advertising • Weak social media presence The Problem

  6. New slogan: “Family fun and fitness with a kick!” • Emphasizes family atmosphere & fitness • Memorable – uses aliteration • Use on all promotional materials Family Fun & Fitness with a Kick! World Champion Taekwondo Creative Solution

  7. North East Ohio • Suburban • Mainly east side • Families • Middle Class • With children – ages 5-13 ideally Target Audience

  8. Radio • 95.5 The Fish, 90.3 NPR • Television • Local morning news shows, ABC Family, Nickelodeon, HGTV • Internet • Facebook, Google, Yahoo • Billboards • Print • The Plain Dealer, Cleveland Magazine, programs for local school plays/musicals Advertising Plan

  9. Straight Read • Female Announcer • 60 seconds Radio Commercial

  10. Television Commercial

  11. Print Advertisement

  12. Online/Billboard Ad

  13. How many people enquire vs how many people sign up • Survey for current students – Do they notice increase in marketing/does it fit with the experience • Survey for prospective students – including why they did/did not choose WCT Metrics