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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 [email protected]
RizcoDesign
@RizcoDesign
RizcoDesign.com
CONNECT WITH US
THANK YOU