World Champion TaekwondoMarketing Plan 2013

The Company

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

Why WCT is Unique

• 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

Current Branding

• WCT is family friendly• Child oriented• Family classes

• Welcoming environment• Positive training• All abilities welcome

The Problem

• Branding isn’t very strong• No marketing/advertising• Weak social media presence

Creative Solution

• New slogan: “Family fun and fitness with a kick!”• Emphasizes family atmosphere & fitness• Memorable – uses aliteration

• Use on all promotional materials

Target Audience

• North East Ohio• Suburban• Mainly east side

• Families • Middle Class• With children – ages 5-13 ideally

Advertising Plan• 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

Radio Commercial

• Straight Read• Female Announcer• 60 seconds

Television Commercial

Print Advertisement

Online/Billboard Ad

Metrics

• 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