client: bikram yoga oswego

Danielle FerraraKayce McGee

Shawn MacMillanAccount Managers, WSYR-9

Who We Are

Channel 9 local ABC affiliate

Target demographic (daytime audience):

Females 18-54

What Can We Do For You?

Advertise during female-driven shows that will cater to the

predominately female yoga clientele

23%

77%

Male-Female Ratio of Yoga Students

Male

Female

Market Research – Oswego, NY

53%

15%

21%

11%

OccupationManagement professionals, sales/office

Production/transportation

Service

Construction/maintenance

31

34

Male Female

Average Age

48%52%

Gender

Male

Female

38%

18%

6%

11%

9%

Education

High school graduateSome college

Associate's degreeBachelor's degreeGraduate/Professional

Your Needs Analysis

Strengths:

• Pricing/packages

• Location

• Facility

• Up-to-date certification of instructors

Weaknesses

• No advertising

• Fear of the unknown – hot yoga isn’t as popular as standard yoga

Opportunities

• Hot yoga is a major trend that we want to advertise

• More campus/community involvement regarding wellness

Threats

• Competition studio (North Coast Yoga)

• Consumer fear of committing to a strange new workout

Our Goals & Strategy

Generate a larger, more stable client base

Highlight affordable service rates and

historic amenities (in comparison to other

studios)

Increase awareness in the community – Bikram

Yoga Oswego is one of two studios in the area

Gain at least five lasting members from another

competition studio

Objectives & Goals

Produce a 30 second television spot which would feature a busy mother escaping to Bikram Yoga Oswego. Highlight the gorgeous facility and affordable packages. Spots will air during the daytime (10a-4p) and primetime (8p-11p)

as added value

Strategy

“Escape To Bikram Yoga”

SFX: Kids screaming, running around, dogs barking, phone ringing, television blaring (03/03)

Camera: Mom sitting at kitchen table, staring at bills. Hand on head, looking exhausted and stressed.(03/03)

SFX: Front door slams, kids screaming out "DAD'S HOME!” and running to the door (03/06)

Camera: Mom’s face brightens. Kids run past her in the background towards Dad. Mom runs to Dad, hugs him, takes the keys and leaves. (03/06)

SFX: Peaceful music. (03/09)

Camera: Close-up of Mom at Bikram Yoga in a peaceful yoga pose with eyes closed and smiling. (03/09)

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“Escape To Bikram Yoga”

SFX: Peaceful music (15/24)

ANNCR: Escape to Bikram Yoga, the most luxurious and affordable place to practice hot yoga in Oswego. Come visit our studio, located in the historic Kingsford Mansion on West Third Street. Take advantage of our introductory offer – ten days of unlimited classes for only twenty dollars. (15/24)

Camera: Zooms out from Mom on mat to yoga instructor. Slideshow through shots of the facility.(15/24)

SFX: Peaceful music (06/30)

ANNCR: Expand your mind, body, and focus with us at Bikram Yoga. It’s never too late to start from scratch! (06/30)

Camera: Wide shot of the facility with address and website at the bottom of the screen. (06/30)

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Our Offer To You

•To continue with an 18-month contract (including introductory month):

•Six (6) commercials per day Monday-Friday during daytime (10a-4p) PLUS two (2)

commercials during prime time (8p-11p) as added value

• $19,999

Introductory Package

Six (6) commercials per day Monday-Friday during daytime (10a-4p) for 90 days

$1,000

Return on Investment (ROI):Is This Worth It?

Gross Profit (annual profit

before overhead):

$85,000

18-month advertising contract:$2

0,000

Average sale per customer:

$100$850

$850 new clients in 18 months to break

even on advertising costs

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Join Our Team!

With our advertising

solutions and your business, we can generate revenue and reputation to

contribute to Bikram Yoga’s

continued success!