Campaign Book for Principles of Advertising Project

Teaming up for Tomorrow

The Varsity Training Program

Amp up your game

Amy Dysinger Tonya Evans Meredith Dunn Michael Martin

Table of Contents:
Section 1: Campaign Plan
Campaign Goal Company History Key Competitors II. S.W.O.T. Analysis Opportunities for Growth Limitations to Growth Strengths Weaknesses III. Target Audience Profiles IV. Communication Objectives V. Features and Benefits VI. Key Consumer Benefit

I. Situation Analysis

45

6 7 7 7

Section 2: Creative Strategy

I. Creative Plan

Unique Story Proposition Video Storyboard Creative Strategy Tone and Personality Campaign Slogan Supporting Materials Mandatories

II. Creative Strategy and Tactics

10 22 25

Section 3: Media Plan and Budget Section 4: Campaign Evaluation

2 The Sideline

Section 1: Campaign Plan

I.Situation Analysis
Campaign Goal:
It is our goal to promote the Varsity Training Program through our marketing efforts. We plan to reach out to junior high and high school student athletes as well as their parents in the Weakley and Obion County area. We will be using two separate print ads, a web video for social media, Facebook and Google Ads, a billboard, and two community involvement strategies. We will use key consumer benefits such as improved sports performance, personalized workouts, as well as a great location and safe environment. These strategies will increase local awareness about the Varsity Training Program.

Company History:
The Sideline opened in July of 2003 after Mr. Brian Smith purchased the old movie theater in Martin, Tenn. The building, which was built in 1947, underwent renovation to become a space suitable for the physical therapy clinic. In 2005, The Sideline expanded to include a fitness center. The staff consists of four physical therapists, two physical therapist assistants, and one athletic trainer. The fitness center is currently open 24 hours a day, seven days a week. The Sideline is located at 104 Oxford Street in Martin, Tenn. The Sideline offers many services for those in the surrounding area. Other services offered include custom orthotics and the Varsity Training Program.
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Key Competitors:
There are no direct competitors in the Weakley County area for the Varsity Training Program. While other Sideline services have competitors in the area, our campaign focuses on the Sidelines competitive advantage because this is something other facilities do not have.

II.S.W.O.T. Analysis
Strengths:
The Sideline is located at 104 Oxford Street, Martin, Tenn. It is a prime location within walking distance of downtown Martin and is easily accessible from Lindell Street. The Sideline excels in athletic training for young athletes. The Sideline maintains high standards of care. The Varsity Training Program provides a customized workout for each athlete. The program offers sportposition specialization. Each athlete receives one-on-one training with our highly qualified therapist. The Sideline is the only place in Weakley County that offers individualized sports training.

Weaknesses:
The target audience for the Varsity Training Program is a small percentage of the Weakley County population. 20% of Weakley Countys population is under the age of 18. (U.S. Census) Of that 20% an even smaller percentage are serious athletes. Also, the majority of this percentage is not yet aware of the Varsity Training program. The median family income of Weakley County is $44,837. (U.S. Census) Because of this income level many may find a customized workout too expensive. The Sidelines current advertising budget is relatively low. However, reaching young athletes has become more affordable as teenagers steer away from tradition media and are using more and more social media which is more affordable. h t t p : / / f a c t f i n d e r. c e n s u s . g o v / s e r v l e t / A C S S A F F F a c t s ? _ e v e n t = S e a r c h & _ l a n g = e n & _ sse=on&geo_id=05000US47183&_county=Weakley+County

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Opportunities:
The Sideline has several opportunities for growth, particularly with the Varsity Training Program. There is a clientele of student-athletes enrolled at the local schools that could benefit from what the Varsity Training Program has to offer. The high level of competition in sports provides The Sideline the opportunity to help students at all levels become the best athlete they can be. Whether it is a junior varsity player wanting to become a starter, a high school player who wants the best possible chances for a college scholarship, or a player who wishes to walk-on for a university sport, all can benefit from the personal and customized training.

Threats:
The limitations that The Sideline faces are from local competition that offers similar services. The Wellness Center offers customized workouts that are sports specific, much like The Sideline. However, the Wellness Center does not have the manpower or the equipment to compete with the training offered from The Sideline. While they are competition, the key is to market what makes The Sideline the better and clear choice for student-athletes.

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III.Target Audience Profiles

Junior High School Athletes:
Junior high school student include 1114-year-old males and females. They live in their parents home. Their parents income is considered to be middle class. Most middle school students are using cell phones to communicate or talking in school hallways. Their major concerns are playing sports and keeping up with the latest trends. They tend to spend their free time playing sports, watching TV, church and school activities. According to Prizm.

High School Athletes:

High school students include 1519-year-old males and females. They live in their parents home. Their parents income is considered to be middle class. Most high school students are using cell phones to communicate or talking in school hallways. Their major concerns are playing sports and keeping up with the latest trends. The group spends a lot of time texting, surfing the web and playing on Facebook. They tend to spend their free time playing sports, watching TV, church and school activities. According to Prizm.

The Parents:
Parents of middle and high school students include 3050 year-old males and females. They are home owners. Their income is considered to be middle class. Most parents use word of mouth, cell phones and are increasingly using Facbook. Their concerns are the success and safety of their children as well as paying bills and maintaining a job. They tend to spend their free time watching TV, attending their childrens' sports practices and games, church and school activities. According to Prizm.

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IV.Communication Objectives:
First/Second Audience Objective:
To increase awareness of the Varsity Training Program among junior high and high school athletes in Weakley and Obion Counties by 5% in a year.

Third Audience Objective:

To increase awareness of the Varsity Training Program among the parents of junior high and high school athletes in Weakley and Obion Counties by 5% in a year.

V.Features and Benefits:

The Varsity Training Program at The Sideline offers an individualized workout for young athletes aspiring to excel in their sport. This training goes beyond what participants get at practice. The exercises are safe, research proven and beneficial on an individual level. The Sidelines facilities offer a safe environment.

VI.Key Consumer Benefit (USP):

The Sideline is located in downtown Martin. This location is one of the most convenient spots for a physical therapy clinic. Residents would have to travel as far as Jackson to receive individualized custom workouts from highly qualified physical therapists.

VII.Positioning Statement:
We want to generate a larger client base through promotion of our high quality, specialized services by leveraging our positive image, highly qualified therapists, and individualized niche programs.
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Section 2: Creative Strategy

I.Creative Plan
Unique Story Proposition:
Student athletes all dream of being their best. Many athletes have the skills, but need the training and that extra push to meet their potential. Improvement is hard, especially on your own. You could get hurt or discouraged. At The Sideline there is the support and the skill needed to help any student athlete strengthen, improve, and amp up their game in a safe environment with trained professionals guiding them every step of the way.

Creative Strategy:
Our campaign strategy uses a slice of life approach. Our two audiences include teenagers and their parents. The central idea is to relate to our target audience and communicate that The Sideline understands the audiences feelings and has a solution. We relate to the athletes by showing people like them and evoking some humor. To the parents we identify their worries and provide a great optionthe Varsity Training Program. The message is mainly communicated through mass media channels along with direct community involvement.

Campaign Tone and Personality:

We want our strategies to be inviting. We want customers to feel comfortable with our marketing, educating and services. We want residents to know we are a reliable source. It is important to us to be seen as a clean, cutting edge facility. We want our customers to know we are knowledgeable and experienced in this field.

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Campaign Slogan:
The slogan Amp up your game was decided because the average school athlete has a desire to improve their performace and to be the best they can be in their respective sport. The slogan reflects the results of the training received from the Varsity Training Program.

Supporting Material:
The Sideline has a variety of services in one location all with the same mission of helping you reach your goals. Whether you need help recovering from an accident or surgery or if you are looking to improve your athletic skills; The Sideline is here to get you back in the game. The Sideline offers a physical therapy clinic operated by highly qualified therapist and PT assistants. All treatments and exercises are research driven. If you are looking to amp up your game, The Sideline offers its Varsity Training Program to athletes of any sport. Strengthening is an important part of succeeding in sports, but attempting to strengthen on your own can be dangerous. The Sideline knows what works and will work with you to create a personalized workout to help your reach your goals. The Sideline was voted Best Workout Facility of 2011 by the Weakley County Press. Talk to your coach about the possibilities a specialized workout can give you.

Mandatories:
Logo Contact information Hours of operation Website Slogan/tagline Facebook and Twitter logos

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II.Creative Strategy and Tactics

Strategy 1Traditional Advertising Channels

Tactic 1: Newspaper Ads Two newspaper ads will promote the Varsity Training Program at The Sideline. Both have been designed to fit within a 2 x 4 inch layout. The headlines and body copy take different approaches to the same general theme, but show the versatility that future ads can take. These can be run in any of the local newspapers in order to promote some of the details of the Varsity Training Program.

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Tactic 2: Skyscraper Banner Advertisement The two skyscraper banner advertisements are to be used on the side of a website in order to promote the Varsity Program and reach a different demographic that is located online. These ads can be placed on any website that offers advertising options, thus opening the door for the amount of people that can see the message.

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Tactic 3: Billboard The billboard advertisement has been designed to be placed on one of the billboards in Martin, specifically on the Dresden Highway located in close proximity to Martin Primary and Elementary schools. This ad is intended to play off of a timely sport, while still conveying the message about the Varsity Training Program to drivers in a quick glance.

12 The Sideline

Tactic 4: Facebook Ads Facebooks ads enable The Sideline to reach its exact demographic. Facebook has a fast growing adult membership. The first ad campaign will run in the months of May, June, and July, when students are on summer break and would have more free time for athletice training.

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The Sideline

Individualized Sports Training Program Ad Name: The Sideline Audience: This ad targets users: who live in the United States who live within 50 miles of Martin, TN 50 years old and younger Campaign: My Ads (New Campaign) Bid Type: CPC Bid: $0.74 USD per click Lifetime Budget: $350.00 USD Duration: 05/01/2012 8:00pm to 07/31/2012 8:00pm Pacific Time

Individualized Sports Training Program Ad Name: The Sideline Audience: This ad targets users: who live in the United States who live within 50 miles of Martin, TN 50 years old and younger Campaign: My Ads (New Campaign) Bid Type: CPM in Ad Space Bid: $0.31 USD per thousand impressions. Lifetime Budget: $350.00 USD Duration: 05/01/2012 8:00pm to 07/31/2012 8:00pm Pacific Time

6:00 p.m. Central Time

6:00 p.m. Central Time

Tactic 4: Radio Ads Two radio spots were developed for this campaign. One radio spot targets parents. The second one targets teenageers. Ads will run during the mrning and afternoon drive to catch students and parents on their way to and from school. Ads will also run during the broadcast of the high school games.
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Radio Spot 1: Worried Moms

CLIENT: The Sideline BROADCAST DATE: Spring 2011 LENGTH: 30 seconds WRITER: Amy Dysinger TARGET AUDIENCE: 20-40

MOM 1:

Mark loves playing football but will he be ready for college ball? Abby lives, eats, and breaths soccer. I just want her to have every opportunity to be her best.

MOM 2:

ANNOUNCER: PRODUCTION BEGINS:

Is your athlete reaching for success? Adult Contemporary

ANNOUNCER:

The Sideline offers a safe environment for your athlete to work one on one with our highly qualified staff. Located in safe downtown Martin for your convenience. Call The Sideline today to amp up your game! For more information, call (731)587-3422.

14 The Sideline

Radio Spot 1: Amp up your game

CLIENT: The Sideline BROADCAST DATE: Spring 2011 LENGTH: 30 seconds WRITER: Amy Dysinger TARGET AUDIENCE: 13-19

PRODUCTION:

Adult Contemporary

ANNCR:

Play the sport you love and do it to the best of your ability. Whether its football, basketball, soccer, or any other sport The Sideline has the perfect workout for you. Amp up your game with a customized workout geared for the position you want on the team. You can find The Sideline on Facebook. For more information about the Varsity Training Program have your parents call The Sideline today at (731) 587-3422.

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Tactic 6:YouTube Video

Video Storyboard:
Our strategy is to show a casual game of football among friends. Blake is not doing so hot. After realizing his skills need improvement, Blake heads to The Sideline to get an individualized work out. The video is simple, funny, and catches the interest of student athletes because they see people like them in the video.

Shot: Show The Sideline sign for 1.3 seconds Music: Broadcast news long for 10 seconds

Shot: The boys playing football for 3.6 seconds Music: Broadcast news long for 10 seconds

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Shot: The boys practice playing football and Blake drops the football 4.6 seconds Music: Broadcast news long for 10 seconds but at the end when Blake drops the ball a sound effect (cartoon boing) plays 1 second

Shot: Casey picks up the dropped ball, hands it to Blake and tells him Dude, you need to amp up your game. 2.2 seconds Music: No music; natural voice of Casey speaking

Shot: Show The Sideline sign Music: Amy starts talking about The Varsity Training Program. (2 frames 3.9 seconds)

Shot: Blake decides he needs to amp up his game. So, he goes inside of The Sideline for training. Music: Amy speaking about The Varsity Training Program. (2 frames 3.9 seconds)

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Shot: Show The Sideline sign Music: Amy speaking about The Varsity Training Program. (2 frames 3.6 seconds)

Shot: Blake leaving The Sideline from his training. Music: Amy speaking about The Varsity Training Program. (2 frames 3.6 seconds)

Shot: Blake shows off how his Varisty Training has helped him become a better player. 6.2 seconds Music: Sound effect of cheering crowd Text: The Sidelines logo, number and slogan appears

Shot: The Sideline sign 1.2 seconds Music: Sound effect of cheering crowd Text: The Sidelines logo, number and slogan appears

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Strategy 2Community Involvement

Tactic 1: Magnet Two magnets were created to handout at community events such as Soybean Festival, Santas Village, the Christmas Parade, and etc.

Tactic 2: Parent's Night This event will consist of education about safe training and injury recovery/prevention, informing about the program and highlighting the benefits of an individualized workout for young athletes. Include success stories and testimonials from the Varsity Training Program. Include both a parent and an athletes story. Host this event near the end of April. School will be wrapping up and students will be preparing for next season. Send a mailer and pass out invitations to sports teams to take home to parents. Proposition 1: Host in a school auditorium and have power point available as well as demonstration Proposition 2: Hold an open house at The Sideline itself with food and more hands on demonstration.
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Tactic 3: Soybean Interest Card

The interest card is a very specific promotional item used to spread awareness at one of Martin's most popular community events. This card highlights the value of the Varsity Training Program. The card tells a story and peaks interest. The card will be passed out to festival attendants. The card can be used from year to year during the Soybean Festival. The card is small enough to fit into any wallet or back pocket.

Fact: It takes 90-150 days for soybeans to grow. In less time than that, you can become a better athlete.
The Varsity Training Program from The Sideline offers a customized workout that is tailored to your sport and needs. Let our highly-trained professionals help you become the best athlete that you can be - in less time than you think. Call or come by today to learn how to amp up your game.
Find us on the web!

731-587-3422

thesidelinemartin.com

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Section 3: Media Plan and Budget

Media Schedule
The Varsity Training Program begins January 2012. The current budget is $500 a month. During big sports seasons we recommend allotting a higher budget for advertising because there is a heightened awareness of sports related information. We have planned to start the campaign with the bill board for the month of January. Basketball is full force and game attendance is high. For February pay for 3 months worth of Facebook ads and also start the skyscraper ad on the Weakley County Press website. In March run the matching Weakley County Press print ad the first and third week of the month. Order the postcard to be mailed for the Parent Night. Continue to run the skyscraper ad on the Weakley County Press website. April mail and pass out the Parent Night Invites. Host the Parent Night toward the end of April. Begin running radio spots on WUTM and WCMT. In May upload the YouTube video to Facebook and YouTube. Pay for Facebook advertising for the next 3 months. Run the WUTM radio spot. In June pay for the printing of the magnets. Run the skyscraper ad on the Weakley County Press website. In July pay for the printing of the Interest Card. Run WUTM radio spot. Run Weakley County Press print ad. In August pay for Facebook advertising. Run WUTM radio spot. In September run WUTM and WCMT radio spots. Run Weakley County Press Print ad. In October run WCMT and WUTM ads. Run the skyscraper on Weakley County Press website. In November run the WUTM ad and pay for 3 more months of Facebook advertising. Run Weakley County Press print ads. In December run the billboard ad on highway 22.

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Advertising Budget

Campaign Start Date Jan-11 Begins:

[The Sideline] [104 Oxford Street], [Martin], [TN], [38237] [(731) 587-3422], [brian@thesideline246.com], [www.thesidelinemartin.com]

Jan-11
0 0 0 0 0 0 0 0 0 0 0

Feb-11

Mar-11

Apr-11

May-11

Jun-11

Jul-11

Aug-11

Sep-11

Oct-11

Nov-11

Dec-11
0

Monthly Average
0

Total Overview
0

Budget Total

Print Media
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

Weakley County Press Print Media Total

Radio
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

WCMT (Star 95.1) WUTM (Hawk 90.3) Radio/TV/Video Total

Social Media

Facebook ad Google ad Skyscaper Ad YouTube Video Social Media Total 0 0 0 0 0

0 0 0 0 0

Other

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Magnets Parent Meeting Card Soybean Festival Interest Card Billboard Other Total 0 0

0 0 0 0 0

Advertising Budget
Reach (Circulation)
8,200 16,281 8,689 1,000 1,000 1,000 135,000 108,640 12,200 135 108.64 12.2 1 1 1 $ $ $ $ $ $ 16.281 8.689 $ $ 8.2 $ 52.00 8.33 4.70 0.22 99.99 139.98 150.00 505.00

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Media Source

/1000

Cost per Ad/Spot

Weakley County Press

WUTM WCMT 95.1

Magnets.com Interest Cards (Vista) Parent postcard (Vista)

Skyscrapper (WCP)

Facebook Ad

Billboard (Lamar)

Totals /Averages

292,010 $

292.01 $

960.22

Media Budget
Media Budget Weakley County Press cost for 4x2 print ad $52 run twice a week Weakley County Press online ad cost $150 to run skyscraper for one month WUTM radio ad cost $100 a month for 30 radio spot to be run 3 times a week WCMT radio ad cost $300 a month for 30 radio spot to be run twice a day and once during game coverage $220 for 1,000 magnets to be printed by vistaprint.com magnet size 2x2 $100 for 1,000 interest cards to be printed by vistaprint.com $140 for 1,000 postcards to be printed front and back by magnets.com Lamar billboard costs $505 per month Facebook ads recommend $350 lifetime budget of three months
Cost Per Month Months Vehicles Weakley County Press WUTM WCMT Magnets.com Vistaprint.com WCP (online) Facebook Lamar billboards Total for Each Month

January

February March 104 100

April 104 100 300

May

June

July 104 100

August

September 104 100 300

October

November

100

100 220

100

100 300

100 300

150 350 505 505 500

140 150 350 494 504 $5,936 450

150

100 150 350

150

150

470

454

450

504

550 $495

550

Total Year Expenditure

Average Spent Per Month

Section 4: Campaign Evaluation

Our goal was to increase awareness of the Varsity Training Program by 5% among student athletes and their parents. To measure the success of campaign efforts, perform an initial evaluation of Weakley County residents knowledge of the Varsity Training Program. After each campaign effort observe the number of inquiries and enrollments in the program. Keeping up with inquiries and enrollments will help determine the success of each advertising effort. At the conclusion of the year survey the population again.
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