Main objectives• Increase the number of clients• Increase the companys profit• Gymboland, Bombonica, Boats, Kiddy Rides• Create a new profit opportunity - charge companies in exchange for promotion packages at Gymboland special events
Secondary objectives• Gymboland - recognized brand image• Increase customer loyalty• Be the first place to choose in terms of playgrounds• Customer insight - "Gymboland is the playground where nice things happen"• Increase the time spent by kids in Gymboland
MKT Strategy - How to do it?• Corporate identity• 2 permanent mascots• same message on all banners - leading kids to creativity, learning, curiosity • Partnerships with institutions that send the same message – museums, theatres, schools, private kindergardens• Partnerships with food & beverages, yoghurt, cereals, sweets brands
MKT Strategy - How to do it?• Events for national holidays and international celebrations – 1 December, Saint Nicholas, Christmas, 1 March• Gymbolands specials - special events for kids and parents;• Football day - we transmit the football games on the outside plasma for fathers;• "Be beautiful day "- mothers do their nails, read a magazine and drink a coﬀee outside the playground for free;• Have a permanent online presence and generate Google results related to Gymboland
Increase the numberof clients/profit• Bring new clients in the playground using events and strategic partnerships• Expand the Gymboland brand exposure and ensure return of new clients through discount cards and special oﬀers;• New business - create a special parties package for corporations employees and their children andsell it as an HR advantage for the company - attract corporations in buting the package
Increase the numberof clients/profit• Expansion through strategic partnerships in AFI Palace Cotroceni – Make a cinema corner in the playground with a plasma TV that plays cartoons - kids stay longer in Gymboland, parents can go to movies and watch movies that are not suitable for children – Movie day - partnership with Cinema City / 6D – Sell the special cinema ticket for Gymboland along with regular movie tickets in Cinema City / 6D ticket booths
Create an attractive brand image• Promote Pogonicii and Tontonel as real size Mascots• After they gain notoriety (3-4 months), we start producing and selling collections of Pogonicii and Tontonel toys e.g. GymboFarm, GymboChristmas. The example is applied with notable succes by Mega Image (animal and pop singers stickers), Billa (animal stickers) Kinder (small toys), McDonalds (Happy Meals). We create a need to collect and generate loyalty towards the playground with lovable characters• Make events that are visible outside the playground – we have to gain the attention of outside potential clients. The usual ones leave their kids and come only if needed; they dont notice all our inside activities
Promote Gymboland more• advertise events• press releases for the media (blogs, magazines, website etc)• Facebook – increase presence on pages for kids/mothers - increase fan base through email invitations (using the email database of our netprovider partner)• Monthly promotions through AFIs newsletter
Event schedule Special programs and partnerships
Halloween event descriptionActivities• Wheel of surprises - we spin the wheel and we find out who will take care of us - the fairy or the witch?• We create 2 teams - "Pogonicii vs. Faur the dragon" / pink vs blue bracelets• Team games - competition Pogonicii vs Faur the dragon - all the game winners get a gift from partners• Dance show & branded balloons- dancers dressed as witches perform around the playground and at the boats
Halloween event description• Costume contest - last day of event• Trick or treat at our partners - at the costume contest we select kids&parents to trick or treat in AFI stores• Funny raﬄe - "Nu mi-e frica de Baubau” (I’m not scarred of the boogie man) - they receive a lamp/flashlight/candle to stop being afraid of darkness• Gifts - kids leave the playground with hats, clay pumpkins, balloons, phosphorescent bracelets, candies - visibility in AFI, on the streets
Halloween event description• Gift for mothers - "Between 12 - 16 oclock you can bring your child at Gymboland and receive a Halloween nails model, a cup of coﬀee and a magazine to read.”• We start taking care of the waiting parents as well - they can have a nice time while their child is happy in Gymboland• We add vouchers from other shops / restaurants / hair salon / magazines etc.
Halloween Banner message• ”For Halloween, Gymboland challenges you to dance with the witches, go trick or treating and discover a lot of tricky candies. During 31 Oct. and 4 Nov. youll be surrounded by princesses, magic pumpkins and playful witches. Dont miss the chance for your kid to have the experience of his childhood in the land of fantasy."
Halloween program –31 October - 4 November Wed Thu Fri Sat Sun 16.00 – Pictam Decoram cu Nasul Descurcam Spargem 18.00 dovlecei manutele vrajitoarei panza de baloanele fermeca+ noastre paianjen surpriza 18.00 – Intrecerea Cautam Fugim de Fugarim Baba-‐oarba 19.00 paianjeneilor viermisorul Casper ochisorii cu Mumia ratacit fantomul alunecosi Igienica 19.00 – Spectacol Concurs de 19.30 Dansul costume Vrajitoarelor 20.00 – Tombola Trick or 20.30 "Nu mi-‐e treat -‐ frica de vanatoarea Baubau" de cadouri
Gymboland 3 years anniversary 10 – 12 November
DAY 1 - The day of good deeds• Pinata - we hang a big branded Pinata above the rink - full of candies, balloons, confetti• Origami demonstration&workshop - we make our own handmade logo from paper• http://artyulia.com/index.php/Illustration• Two sketch artists drawing portraits - outside the playground for 1 hour and inside it for another 4 hours
DAY 1 - The day of good deeds• Start a humanitary fund raise - "If you want a portrait please donate 5 lei for Salvati Copiii”• Small pinata - one smaller pinata in the playground to grow the excitement for the bigger one• Team games created by Gymboland
DAY 2 - Open doors day forcelebrating 3 years of Gymboland• ” Gymboland lets you act like you were 3 years old.” – we accept parents along their children in the playground and let them experiment all the Gymboland attractions – they receive a lollypop at the exit• Tactics – invite journalists for free publicity – grow a community also online and oﬄine - ask for their emails & send FB invitations – make these kind of events a habit for Gymboland
DAY 2 - Open doors day forcelebrating 3 years of Gymboland Activities – Pinata - inside the playground – Workshop sketching – Team games – Raﬄe - gifts from partners – Funny personality test - you complete a survey and an animator tells you funny things about you according to your answers – Mood rings - everybody receives a mood ring - in the contests they can switch teams because of their mood ring color
DAY 3 - Happy thoughts day • Activities: – Skating show before smashing the pinata – Raﬄe for all the spectators - prizes from partners – Pinata moment & free branded balloons give-away• Vouchers - "If you get in the playground today, you pay 50% less for entrance in Gymboland + 1 juice next time"• 3 years of Gymbo celebration- we unveil our new handmade Logo – frame & post it outside the playground, while sharing campaign
GiTs&Sweets Expo 30 November -‐ 2 December Partners -‐ AFI Palace Cotroceni and Newexpo
Proposal• We close a business partnership with Newexpo, a company specialized in events and fairs for malls• Newexpo can provide: – exhibitors – animators – dance & singing show - Flamenco – workshops - origami – puppet show – media exposure - 3 press releases, outdoor & web banners, flyers, ads in magazines like "Zile si nopti", "Oferte speciale", 7000 online invitations, promotion on 40 sites
Event plan – 31 Nov – 2 Dec• 3 days of Gifts and sweets Expo - Newexpo• Gymboland activities – "Business School for kids" workshop - Nextsteve - www.nextsteve.ro – Origami workshop - made by newexpo – Puppets play - made by newexpo – Storytelling - we read traditonal tales and discuss about them, then we draw the images – Start of "Letter for Santa" Gymboland campaign - we collect letters for Santa; the best letter wins a gift from Santa Claus himself• 1st of december - National Day at Gymboland – Gymboland’s parade - Animals parade – Traditional dance show and lesson – Fashion parade - surrounding the playground
Event program 30 November 1st of December 2 December GiTs and sweets Expo Origami workshop Business school for kids Animals Parade Interac+ve games LeZers for Santa Fashion Show – children’s Puppet show parade Storytelling Romanian tradi+onal Flamenco show -‐ dance & dance show singing
Saint Nicholas -‐ GiTs in boots day 6th of December Message -‐ "Bring your boots at Gymboland and Saint Nicholas will ﬁll them with giKs"
Event plan• What do we do? – On the 6th of December we put an empty Christmas tree in the front of the playground and start selling Gymboland special X-Mas decorations; – Before entering the playground, children are invited to buy one or more decorations and decorate the Christmas tree themselves; – Each of the decorations costs 5 lei. The money earned from selling decorations are donated to a charitable cause; – The sum of money is as big as the tree is decorated – We encourage clients to make the Christmas tree as beautiful as possible!• Oportunities: – We could partner with a high profile organization, interested in gaining promotion from a fund raising campaign (e.g. McDonalds, ING Bank etc) and / or Salvati Copii – We use their influence in media to promote the fund raising event and Gymboland
Christmas at Gymboland 24-‐26 December Message -‐ "For 3 days, Santa is busy at Gymboland! Come at us, unNl he runs out of giKs!"
Christmas event plan• Activities – Santa Claus gives presents after children recite him a poem – Carols show - we light up the Christmas tree in a grand ceremony while singing carols along with a chorus – Charity event - Salvati copiii – "Gymboland is a part of their life too" campaign for needy children – we make a party for 20 children from a foster home – we donate the money raised from 6 to 24 of December through the decorations acquisition
Christmas event plan• Corporate party - we make a special Christmas party oﬀer for Real/ AFI/ Orange and other high profile companies, giving them the oportunity to oﬀer their employees and their children a customized Gymboland experience for Christmas• The Corporate Christmas party oﬀer: – 3 hours of Christmas Joy at Gymboland – Animators - Santa, Fairy, reindeer – Facehole decor for kids - one picture looking like a reindeer – Juice and a bag of candies – Gifts from partners – Santa can also give the kids gifts from their parents
Event plan• Wheel of surprises• Games• Christmas workshops - create handmade ice flakes, ornaments, greeting cards• Storytelling - role play on the story of Christmas with animators and kids
Event plan• Special Party at Gymboland – Dress code - boys receive a bow, girls a tiara; – Balloons - release a shower of balloons over the entire playground; – Magician; – Champaign; – Fortune cookies; – Facepainting; – Fireworks.