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Mission Statement

P.H.A.K.D. Marketing is an advertising agency that aims to meet every need of its client. We specialize in radio and television advertising. P.H.A.K.D. Marketing strives to present effective promotion strategies for its clients. We believe that communication and creativity is the key to success and thats a P.H.A.K.D.

Biographies

Patricia AldertonElizabeth HayJuniorFreshmanMajor: Mass CommunicationMajor: Mass CommunicationMinors: Psychology, Public RelationsMinors: Journalism, Womens Studies

Kristofer DowdellDeborah KellyJuniorJuniorMajor: Mass CommunicationMajor: Mass CommunicationMinor: MarketingMinor: Public Relations

Tilmon I. Parker IIISeniorMajor: Mass CommunicationMinor: Journalism

Client Analysis of Dynamic Fitness

Pros: Open 24 hours a day, seven days a week Low membership costs Student discount Clean Open and spacious Television and music Variety of equipment and machines Abundance of free parking No crowds Security system Walk-ins accepted Vitamin Water vending machine

Cons: Inconvenient location behind other buildings No highway sign or advertisement No fitness classes No personal trainers Limited hours for faculty/staff evaluation No website

Competition AnalysisFrostburg State University Fitness CentersCons: Crowded Personal trainers are not free Limited hours

Pros: Within walking distance for most students Free for students Trained professionals available Large and more equipment

Ryoma Academy of Martial ArtsCons: Limited hours Lack of variety of equipment such as treadmills, ellipticals, bikes, and machine weights

Pros: Variety of classes Trained and experienced instructors Large facility Up to date and maintained website Showers Staff available during hours of operation

Dynamic Fitness

Objective:Our objective for Dynamic Fitness is to target and establish a larger clientele base consisting of the younger Frostburg population. We want the student population of Frostburg State University to become more aware of the great features Dynamic Fitness has to offer. We plan to execute this by creating effective and unique advertisements to draw in a different crowd and provide more business for Dynamic Fitness. Our goal is to increase the membership of Dynamic Fitness by making the students of Frostburg and Mountain Ridge High School more aware of the company.

Recommendations:Classes: Group fitness classes such as Yoga, Pilates, Boot camps, and Spinning ClassesFaculty Availability: The hours of available help are limited; members find themselves there alone a majority of the time. Need to have help available 24/7. Athletic Trainers: Take advantage of the students who need internships and field experience by using them to monitor the gym and help members.Website or Facebook page: Establish a place on the web so potential customers can get information quickly. See page 5 and 6.

Client Positioning

Open 24 hours a day, seven days a week Low membership costs For students: $60 per semester or $25 per month Non-students: $35 per month or $75 for 3 months Clean Interior and exterior of building looks well maintained Open and spacious Mirrors Equipment is spaced out Television and music Variety of equipment and machines Free weights Treadmills Ellipticals Stairmasters Machine weights MT Everclimb Bicycles Abundance of free parking close by No crowds Only 173 current members Security system Walk-ins accepted Vitamin Water vending machine

Frostburg Demographics

2010 Census Data:Total population: 9,002 Aged 15 to 24: 4,067Median age: 22.9Males aged 14 to 24: 2,058Females aged 15 to 24: 2,009

Target Audience

The target audience that P.H.A.K.D. would like to reach is high school and college students aged 15 to 24. The number of people living in Frostburg at that age according to 2010 Census results is 4,067, which is almost half of Frostburgs total population.

Survey

We conducted a survey of 50 people (25 males and 25 females) who attend Frostburg State University. The median age of those surveyed was 18.92 years. Thirty respondents said they exercise at Frostburg State University fitness centers. Ten respondents said they exercise at home, and ten said they do not exercise. None of the respondents said they exercise at Dynamic Fitness. Forty-three indicated that they are interested in classes such as Zumba, kickboxing, yoga, Pilates, spinning, and boot camp. The survey asked respondents to write any features they want in a gym. There were a variety of responses and the most common included variety of equipment, more treadmills, clean facility, bikes, fitness classes, speed and punching bags, large size, and music. Some other interesting responses were TVs, affordability, hot tub, sauna, peg board, pool, free personal trainers, and mirrors.

Radio Stations for Advertising

The station we have chosen for advertising for Dynamic Fitness is 94.1 WQZK, a hit music channel. 94.1 WQZK is a popular radio station which broadcasts in the Frostburg area and is popular among the younger generation, of which we are aiming towards, ages 15-24. We determined that this would be an appropriate advertising outlet based on the results of our survey that was completed by 40 Frostburg State University students. Out of the 40 students, 34 said that their preferred Frostburg radio station 94.1 WQZK.Also based off of the student survey, there is a variety of class schedules and times for the Frostburg Students. This is why we feel that a morning, afternoon, and evening advertisement is crucial so as to reflect the breaks students have between classes that give leisure and fitness time. We want the advertisement to be as noticeable as possible and be heard by as many students as possible. We feel like this would be effective in gaining the attention of the younger generations in the Frostburg area.

Copy Platform for Radio Script 1

DemographicsGender: MaleAge: 16 - 25Education: Some high school, high school graduate, some college, college graduateOccupation: StudentsLife Cycle: Generation YApproach: Straight

P.H.A.K.D.Page 1 of 1Dynamic Fitness30 seconds

YOUNG MAN:Dynamic Fitness is the first name in weight training! Just five minutes from the Frostburg State University campus, Dynamic Fitness offers a reduced price for college students looking for a spacious area to get their work out in without feeling rushed. Dynamic Fitness is a 24 hour gym thats open every day of the week! To take advantage of the reduced student prices, visit Dynamic Fitness located on Highway 36 South right behind Days Inn today. Or you can call Dynamic Fitness at 3-0-1-8-7-6-5-8-0-2. Thats 3-0-1-8-7-6-5-8-0-2! At Dynamic Fitness, You gotta get in, to fit in!END

Copy Platform for Radio Script 2

DemographicsGender: FemaleAge: 16 - 25Education: Some high school, high school graduate, some college, college graduateOccupation: StudentsLife Cycle: Generation YApproach: Spokesperson

P.H.A.K.D.Page 1 of 1Dynamic Fitness30 seconds

YOUNG WOMAN:Hey yall! Im Allie and Im a junior and Frostburg State University! I love to work out but hate over-crowded and loud gyms with limited hours, so thats why I choose to work out at Dynamic Fitness! The 24 hour gym is never crowded so I feel like I have plenty of room to get my work out in without feeling rushed, unlike the other gyms in the area. After my one-week free trail, I was hooked on Dynamic Fitness! Stop in today at their location behind the Days Inn Hotel on Highway 36 South in Frostburg, Maryland. At Dynamic Fitness, You gotta get in, to fit in! Stop on it today!END

Television Stations for Advertising

We have chosen to buy time from Comcast Cable to advertise on local availabilities. Advertising on Comcast local availabilities would allow us to reach a large portion of the Frostburg community. Since Dynamic Fitness is a small business, it would very expensive to advertise directly on the ESPN channels. Instead, advertising on Comcast Cable local availabilities would be a more affordable option.

Copy Platform for Television Script 1

DemographicsGender: Male, FemaleAge: 16 - 25Education: Some high school, high school graduate, some college, college graduateOccupation: StudentsLife Cycle: Generation YApproach: Direct-Response

Dynamic FitnessP.H.A.K.D. Marketing30 seconds

Page 1 of 2

VideoTimeAudio

OPEN TO MEDIUM SHOT OF STUDENT STUDYING0:00 0:03MALE ANNOUNCER (VOICEOVER): So you think college is all about textbooks and essays?

CUT TO CLOSE UP OF STUDENT WITH A BORED LOOK ON THEIR FACE0:03 0:04Think again.

CUT TO WIDE SHOT OF STUDENT GETTING UP TO STRETCH0:04 0:06Your health is also important to your college success!

CUT TO WIDE SHOT OF DYNAMIC FITNESS LOGO0:06 0:08And thats why you need to come to Dynamic Fitness to get fit!

DISSOLVE TO WIDE SHOT PAN OF DYNAMIC FITNESS WEIGHT ROOM0:08 0:11Open 24 hours a day seven days a week, Dynamic Fitness has everything you need to get in shape!

CUT TO MEDIUM SHOT OF MACHINE WEIGHTS0:11 0:13From machine weights,

CUT TO MEDIUM SHOT OF FREE WEIGHTS0:13 0:15To free weights,

CUT TO MEDIUM SHOT OF TREADMILLS0:15 0:17To treadmills,

CUT TO WIDE SHOT OF ELLIPTICALS0:17 0:19And elliptical machines

DISSOLVE TO MEDIUM SHOT OF MOUNTAIN EVERCLIMB ROPE MACHINE0:19 0:21We even have a rope climbing machine by Mountain Everclimb!

MORE

Dynamic FitnessPage 2 of 2DISSOLVE TO WIDE SHOT PAN OF WEIGHT ROOM FROM SECOND FLOOR BALCONY0:21 0:23Come in today to sign up for a one week free trial!

DISSOLVE TO MEDIUM SHOT OF FITNESS STAFF SMILING0:23 0:25Call today and their staff will be happy to sign you up!

CUT TO CLOSE UP OF DYNAMIC FITNESS TELEPHONE NUMBER0:25 0:28Their number is 3-0-1-8-7-6-5-8-0-2!

DISSOLVE TO MEDIUM SHOT OF DYNAMIC FITNESS DOOR WITH LOGO AND PHONE NUMBER0:28 0:30Dynamic Fitness, You gotta get in, to fit in!

P.H.A.K.D. Marketing30 secondsEND

Copy Platform for Television Spot 2

DemographicsGender: Male, FemaleAge: 16 - 25Education: Some high school, high school graduate, some college, college graduateOccupation: StudentsLife Cycle: Generation YApproach: Direct-Response

Dynamic FitnessP.H.A.K.D. Marketing30 Second TelevisionPage 1 of 1

VideoTimeAudio

OPEN TO ESTABLISHING SHOT OF PEOPLE ON THE BEACH0:00 0:03FEMALE ANNOUNCER (VOICEOVER): Summer break is almost here and you need to be ready to hit the beach

CUT TO CLOSE UP OF DYNAMIC FITNESS LOGO0:03 0:05So now is the time to come to Dynamic Fitness!

DISSOLVE TO WIDE SHOT PAN OF WEIGHT ROOM0:05: - 0:08Open 24 hours a day, seven days a week, Dynamic Fitness is the place to go for all your fitness needs.

CUT TO MEDIUM SHOT OF DIFFERENT EXERCISE EQUIPMENT0:08 0:10We have a variety of equipment for you to choose from!

DISSOLVE TO MEDIUM SHOT OF MAN USING MACHINE WEIGHT0:10 0:11From machines

CUT TO MEDIUM SHOT OF MAN USING FREE WEIGHTS0:11 0:12And free weights,

CUT TO WIDE SHOT OF TREADMILLS0:12 0:13To treadmills,

CUT TO WIDE SHOT OF ELLIPTICAL MACHINES0:13 0:15And elliptical machines, what more could you want?

DISSOLVE TO WIDE SHOT PAN OF GYM FROM UPSTAIRS BALCONY0:15 0:17Customers even get a one week free trial!

DISSOLVE TO MEDIUM SHOT PAN OF TELEVISIONS0:17 0:20Students receive a rate of 25 dollars a month, or 60 dollars a semester

CUT TO MEDIUM SHOT OF PEOPLE WORKING OUT0:20 0:23And the non-student rate is 35 dollars a month, or 75 dollars for three months

CUT TO CLOSE UP OF PHONE NUMBER ON DOOR0:23 0:26Call 3-0-1-8-7-6-5-8-0-2 today to sign up!

DISSOLVE TO MEDIUM SHOT OF DOOR WITH LOGO AND NUMBER ON IT0:26 0:30Check out Dynamic Fitness, where You gotta get in, to fit in!

END

P.H.A.K.D. Marketing

P.H.A.K.D. Marketing should be the agency that you chose to represent your company for a variety of reasons. We aim to meet every need of our clients and strive towards this consistent goal in every project we sponsor. Since we are a new, and relatively young, agency we are directly connected to Dynamic Fitness target audience of young students in the Frostburg area. Our agents are well trained in the area of public relations. We are seriously determined to win the publics understanding, and more importantly your acceptance, of what we have to offer Dynamic Fitness, and what Dynamic Fitness has to offer the target audience. P.H.A.K.D. Marketing is the agency for you, and we look forward to the close relationship we will develop in our future endeavors together.

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