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The L.E.A.D.Blair Priest, Ronnie Shaban, Kelly Kaiser, Akash Singh, Robbie SellApril 24, 2012

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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

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About Crimper’s

Opened in mid-April

Offers day passes as well as monthly and annual memberships

Lessons and intro class available

Yoga classes

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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)

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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

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SWOT Analysis

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

Opportunities Threats- Social media - Economy- Partnership (VT climbing - SeasonalityClub and outdoor shops) - Competitors

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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

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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

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Competitor OverviewRise 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

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Advertising Objectives Create awareness Seasonal advertising directed at students

when they return in the fall. Also, summer advertising to promote local summer camps in the area

They want to be seen as the “Center for Climbing in the Area” and a “social outlet”

Increase per-day check-ins

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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

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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

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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

Adve

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t 1

Adve

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emen

t 2

Adve

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t 3

FPO

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t 4

FPO

What does the ad say about the product?

Does it motivate you to purchase?

Does it stand out from the competition?

Image 2-Climb

That climbing is a fun activity to do while getting exercise

Yes-motivates people to be active

Yes

Climbing is a way to get out in the world so you can explore

Yes-it looks cool Yes

Climbing is a way to conquer your fears

Yes-laid out well Yes

Image 3-hand Going to this gym will help you achieve things

Yes-shows someone achieving something

No

It is a place you want to go if you enjoy climbing or have never tried before

Yes-represents overcoming your obstacles

Yes

Image 4-What’s holding you back

Unique experience we need to take advantage of

Yes-fun challenge, adventurous atmosphere

Yes

It’s exciting and challenging

Yes-visually appealing

Yes

Looks scary but fun Yes-like the action Yes

Which ad motivates you to purchase?

Sales

1st Ad2nd Ad3rd Ad4th Ad

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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.”

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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

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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

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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

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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)

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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

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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.”

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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

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Facebook Recommendations

Offering specials/coupons to gauge social media influence

Utilize TweetDeck to integrate your social media platforms Schedule tweets

and status updates

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Twitter Recommendations

TweetDeck Start

following – to establish relationships with followers

Tweet more frequently - at least once a day

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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

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Content Calendar

May-12 Jun-12 Jul-12 Aug-12 Sep-12

Register for Gobblerfest $100 Summer Kick Off Weekend Pool fliers Steppin' Out (Aug. 3-4) Gobblerfest (Sept. 7)

Register for Steppin' Out $150 Pool fliers Pool fliers Tartan Stickies $400

Collegiate Times Ad $71.12

WUVT (Radio) $108.50

Blacksburg Transit $400

VT Bucket List

See Appendix for full content calendar.

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Budget Allocation

29%

12%20%

22%

3%4%10%

Advertising Budget ($3,725.23)

Tartan $1,082.74 Collegiate Times $462.99

WUVT $759.50 Blacksburg Transit $800

Gobblerfest $100 Steppin' Out $150NRV Magazine $370

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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

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Untraditional Methods

Sticker bomb

Sidewalk chalk The crimp logo or “Crimper’s Climbing

Gym”

Car wrap

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Appendix