A C R E AT I V E CA M PA I G N AG E N CY

INTEGRATED MARKETING CAMPAIGNS

On a Tight Budget

THE STATE OF THE INDUSTRY

SNAPSHOT

Reference: USA Gymnastics Member Club Survey, October 2014

WHO IS RESPONSIBLE FOR YOUR GYM’S MARKETING EFFORTS?

EXPERIENCE THE PROCESS

THROUGH MY BRAND(YES, IT IS FAKE!)

MY BRAND

ABOUT

+ Gymnastics World Plus+ We Flip for Fun+ Located in Hyattsville, MD+ 5 years in business+ $500,000 in revenue+ One location+ Girls and boys teams+ Have a separate gym for parents to

work out+ Juice bar+ On-site nutritionist+ Our value is family, health + nutrition

CHALLENGES

+ Staff productivity and turnover+ Margins are smaller across the industry+ Competition - new gym opened

1 mile away+ Costs are higher than competition

2015 GOALS

GROW CLASS PARTICIPATION FOR CHILDREN BY 20%

INCREASE NUTRITION AWARENESS

DEVELOP A MARKETING PLAN

(designate staff to deploy it)

STEP ONE RESEARCH

EXTERNAL, INTERNAL, COMPETITION

HOW TO SURVEY

CASUAL CONVERSATIONS

FOCUS GROUPS (selective coaches, parents, gymnasts)

ONLINE SURVEY (distribute via e-mail,

social media etc.)

ONLINE SURVEYS

NEWLIO

+ Interactive / Playing-card style+ Customized+ Design is included+ Question generation is included+ Infographic is included+ Incentive built into the survey platform+ More expensive

SURVEYMONKEY

+ Inexpensive (free up to certain levels)+ Do it yourself+ Results can be made into charts+ Question generation is included+ Less customer service+ Minimal branding

FOCUS GROUPS

ENGAGE YOUR STAFF

+ Ask the same company-driven questions about messaging, competitors and competitive edge.

INQUIRE ABOUT

+ What is working?

+ What isn’t working?

+ What issues are you seeing?

+ What would help you do your job better?

+ What tools do you need immediately?

BECAUSE YOU ARE DELIVERING A SERVICE

Your people are the brand. Involve them in the process.

DISCOVERY #1

+ 85% are female

+ 70% of decision makers are 35-58

+ Gymnasts want a fun “theme” night in the gym

+ Customers want us to communication via email

+ 60% come from 2 specific elementary schools

+ Instagram: 50% of gymnasts/40% of parents have an account

+ Facebook: 70% of parents have an account

+ 60% want to learn more about nutrition

+ Compete against Flipping Gymnastics and Gymnastics USA

+ Coaches want more professional development and branded apparel

+ 85% want to engage on National Gymnastics Day (9/19/15)

+ Parents purchase coupons through Groupon regularly

+ Word of mouth is the strongest referral source

WHAT DID WE LEARN ABOUT OUR COMPANY

DISCOVERY #2

LET’S LOOK AT THE COMPETITION

How do they look?

How do they sound?

Where will you overlap in marketing efforts?

What services do they offer that you don’t?

FIND YOUR COMPETITIVE ADVANTAGE

STEP TWO BUDGET + CREATE

BACKGROUND

+ Started as an online brochure

+ The blog was added for content / story telling

+ Today, it is all of the above + a data collection and measurement tool

WHAT IT SHOULD INCLUDE

+ Brand Recognition

+ Overview: Outline what the

company stands for, its

services and how it is

differentiated in the

marketplace

+ Quality: Content and imagery

+ Contact information on the

home page

+ Blog

+ Links to social media channels

+ Google Analytics

THE PERKS

+ Blog feed on the home page

+ Video

+ Responsive (adjusts to mobile, tablet, desk top)

+ Site Intercept

WEB SITE: THE HUB

MARKETING MODELThe Marketing Model

GymnasticsWorldPlus.com

Google remarketing

Google ads

PR/ Events

Trade Publications

Other

Social Media Ads and Posts

Press ReleasesEducational classesSpeaking Engagements

Google Textand Display Ads

Print and Online Advertising

Google ad network

Incoming Trafficfrom External

Marketing

RemarketingTraffic

Recycled Traffic

pages

pagespages

pages

sitessites

sites

sites

FEEDING OUR WEB SITE2015 GYMNASTICSWORLD+ MARKETING MODEL

Ads

PR/ Events

Internal

Sales/

Materials

Social Media+ Facebook + Instagram

+ Press Releases on gymnastics, classes and nutrition+ Monthly Event: Open gym fun night / distribute

incentives coupon to return+ Annual Event: National Gymnastics Day

Google Text and Display Ads+ Develop ads for kids + adult gymnastics (nutrition undertone)+ Generic + Nutrition-Specific Messaging

Trade Publications+ Online advertising (Groupon)+ Print Advertising

Incoming traffic from external marketing

GymnasticsWorldPlus.com

Google remarketing

pages

pagespages

pages

+ Digital Brochures+ Email Campaign+ Consistent Materials+ Content: Articles to post on web site blog

(gym news and nutrition)+ Referral Program: Credit Customer’s Accounts $10 - $50

HOW IT WILL LOOK

HOW IT WILL LOOK

FEED YOUR WEB: AGAIN

GymnasticsWorldPlus.com

Google remarketing

Google ad network

RemarketingTraffic

Recycled

Traffic

pages

pagespages

pages

sitessites

sites

sites

GOOGLE REMARKETINGWe will use the Google remarketing tool to continue showcasing the web ads to the interested

audience. Remarketing gets your ads in front of users who have previously visited the

GymnasticsWorldPlus.com web sites as they browse the web.

LEARN MORE ABOUT GYMNASTICSwww.GymnasticsWorldPlus.com We Flip for Fun

REVENUE $500,000

MARKETING (10% is industry standard)5% = $25,000

WEB SITE $10,000

EVENTNational Gymnastics Day: $3,000

BALANCE $12,000 / $1,000 Month + Google Advertising: $300

+ Facebook: $100

+ Printed Materials (Postcards, Apparel): $300

+ Contest / Giveaway: $50

+ External Advertising (strategic partnerships): If necessary: $200

+ Other Misc.: $50

BUDGETING

STEP THREE DEPLOY

TIMELINE

2015 1 2 3 4 5 6 7 8 9 10 11 12GymnasticsWorld+Internal Preparation

Design: Marketing Components

Social Media

Celebrate National Gymnastics Day

E-Blast/Newsletter

Advertising: Local

Advertising: Google

Public Relations/Events

STEP FOUR ANALYZE + ADJUST

GOOGLE ANALYTICS ALLOWS US TO:

+ Measure the success of the marketing

campaign and give us the ability to monitor

user flow, click through rates and geographic

location of visitors on a day to day basis

+ Monitor Google ad click rates, and keyword

optimization daily in order to make

adjustments where needed to better the

success of the online marketing effort

+ Monthly reports on these analytics allow

ongoing changes to be made to the plan and

budgetary spend

GOOGLE ANALYTICS

KEY STATS 2014 2013+ Annual web site visitors 16,328 15,003+ Unique web site visitors 11,563 10,360+ New visitors 69.50% 68.20% + Returning visitors 30.50% 31.80%

GOOGLE ANALYTICSWEB REFERRALS KEYWORD SEARCHES

MEASUREMENT

+ Growth in enrollment

+ Track new registrations

+ Google Analytics

+ Social Media Engagement

+ Coupon Redemptions

+ Front Desk: How Did You Hear About Us

TOOLS + TIPS FOR ANY BUDGET

DESIGN+ Hire a freelancer or contact

the closest University to get the students involved or hire an intern at a lower hourly rate.

WEB SITE+ If you can’t hire a design

team, utilize WordPress or Adobe Muse to purchase a templated, content manageable and responsive (resizes automatically for mobile, tablet and desktop) design to customize.

PRINTING+ Use online printing services

like VistaPrint.com or Moo.com to produce quality pieces at a low cost.

ADVERTISING: DIGITAL AND PRINT+ Identify the publications that

fit your needs, negotiate a bulk rate or request the 3X insertion rate.

PHOTOGRAPHY: STOCK VS. CUSTOM+ Quality images can be purchased

with unlimited usage rights via iStock.com for reasonable prices.

+ Do not swipe images and use them without paying for usage rights.

EMAIL CAMPAIGNS+ Most important content is

at the top.

+ Make sure your subject lines are not to long.

+ Use a cost effective email marketing platform such as MailChimp.

+ Do not add names to the list without consent. Blacklisting is the consequence.

+ Keep branding consistent.

TV’S IN COMMON AREAS+ Display custom messages and

gym updates.

STRETCH YOUR SPEND

SOCIAL MEDIA TIPSFOCUS ON YOUR CULTUREESTABLISH A CALENDAR

+ Monday

Promote a service = Nutrition Program

+ Tuesday

Testimonial Tuesday - Ensure you

get permission or keep their identity

confidential.

+ Wednesday

Inspirational Quote + Photo

+ Thursday

Company Culture - birthday, new hires,

changes in the organization, events,

charity functions

+ Friday

Fun Day! Something light to show

personality and end the week.

LINK YOUR POSTS BACK

TO YOUR WEB SITE

+ Keep messages short. Put additional

information on the web site blog and

create a link.

+ Use URLs + Unique URLs

(GymnasticsWorldPlus.com/Nutrition)

to drive end users to specific messages.

Use Bitly.com if they are to long.

+ When you mention people or other

organizations, tag them in the

post to gain exposure.

+ Establish Hashtags (Max 3 per post)

#YourCompanyName

#ArtisticGymnastics

#USAGstateChamps

INVITE + PROMOTE

+ Use Facebook ads to increase links

and boost your posts.

+ Use your email contacts to invite

4-STEP PROCESS

USA GYMNASTICS VISUAL RESOURCEShttps://usagym.org/pages/memclub/resources

+ Clip Art

+ Coloring Pages

+ Certificates

+ Handouts

+ Cards

USA GYMNASTICS MARKETING GUIDEhttps://usagym.org/pages/memclub/resources/marketingguide/

PRESS RELEASE EXAMPLE

RESOURCES

EXTERNAL MARKETING SURVEY - SAMPLE QUESTIONS

Questions (Multiple choice options should be outlined for the end user in most cases)

1. Who are you? (parent, gymnast, coach)

2. Are you male or female?

3. What is your age range?

4. How long have you been a customer?

5. How did you originally hear about us?

6. Why did you/would you select us?

7. What three phrases would you use to describe us?

8. What would you like to learn more about?

9. What other companies do you currently use or have you considered?

10. What local publications do you read regularly?

11. What associations/clubs do you participate in?

12. What web site(s) do you visit frequently for educational information for your child?

13. What school does your child attend?

14. Of the publications you read regularly, in what format do you read the publication? (print or digital)

15. Which social media sites do you use/have accounts with?

16. What time do you use social media?

17. Do you listen to the radio? If yes, what stations? At what times?

18. How do you like to learn? (print material, online, in person)

19. How would you like our staff to communicate with you?

20. Do you use coupons from any of the following sources: ValPak, Living Social, Groupon, Others?

21. How would you like to receive general information from us?

22. Are you willing to provide a testimonial or be contacted for one?

23. We want to improve. What should we do differently?

RESOURCES

INTERNAL MARKETING SURVEY - SAMPLE QUESTIONS

Questions (Multiple choice options should be outlined for the end user in most cases)

1. What adjectives best describe our gym?

2. What tools will help you sell to parents?

3. What tools will help you sell to gymnasts?

4. How do you use your marketing pieces?

5. How do you communicate with our customers?

6. What can the gym do to make your job easier?

7. What are the top three gyms you usually compete against?

8. Based upon your previous answer, please specify what the competition does differently/better?

9. Why do we WIN a customer over a competitor?

10. If you could make a marketing investment tomorrow, where would you make it and WHY?

RESOURCES

QUESTIONS

Debra Rizzi Rizco Partner/President Debra@RizcoDesign.com

RizcoDesign

@RizcoDesign

RizcoDesign.com

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