Strategic Plan that breaks down the Target Audience, Messaging to reach them, Division of Services and Plan of Outreach for The Vibe Wellness Center. Developed for The Vibe by Brian W. Sykes of AdJourney.

2. Marketing Plan
Ariane Mestelle
To fail to plan, is to plan to fail. But before any great plan is put in place, you must
have good sense of what pieces you have to work with, understand the field you
are engaged in, and understand some of the key obstacles that you must either
overcome or go around. What follows is a plan by Brian Sykes of AdJourney that
takes a look at The VIBE in this context.

3. About Us
What is good to know...
The VIBE is not a fitness center. That is a
part of what we offer, but only a portion.
Maybe a better description is a health or
wellness center.
That then produces a question mark.
Anytime you introduce a new concept,
it requires explanation. As stated before,
while you have a great grasp of what The
VIBE is, you are the sole proponent of
getting the word out. Your explanation is
deep and passionate - but to entrenched
and complicated to be repeated.
You need a story that is clean, simple,
understandable and repeatable. So, what
then is The VIBE, and what exactly does it
offer clients?
A Wellness Center focused on developing
a healthier, happier client. Its results are
measured in improved health, increased
strength, greater mobility and healing.
Happiness is a by-product.
The VIBE is a source of
positive health returns
in the bank of well-
being, where deposits
of quality living, better
choices and intentional
effort produce the
greatest results... A
healthier, happier you.

4. Challenge
What we have to overcome
While the programs, equipment
and science behind the offerings of
The VIBE are standard fare on the
West Coast, it is novel and relatively
unknown in Moore County. The
biggest hurdle we have to overcome
with the VIBE is a lack of knowledge
and understanding of the health
benefits The VIBE has to offer.
So the biggest hurdle,
is ignorance.
That is not a bad term.
It simply means our target audience
does not know what they don’t
know. It is our job to understand
them, see their pain points and goals
and connect them to the services
and offerings of The VIBE.
The VIBE is unique.
Our product offering is
improved health through a
regular circuit of targeted
programs.

5. Target Market
Who is our audience?
General Fit Conscious
Athletes
Infirmed / Recovery
Natural + Wellness
Active Seniors
The VIBE is unique.
The most suitable core audiences are those listed. Their primary pain points are:
Infirmed/Recovery - those in need of healing and optimum health gains.
Active Seniors - those who wish to retain mobility and independence.
Athletes - those wishing to obtain and retain peak performance, recovery and strength.
General Fit Conscious - those who desire greater flexibility for life activities.
Wellness / Natural - those drawn to a more natural approach to health & fitness.

6. Infirmed / Recovery
Infirmed / Recovery
::: This Target Market :::
• Values health - because they are experiencing a shortage.
• Cost is often a factor - because the healing requires money! Does not want to waste resources.
• Desires recovery to the fullest extent possible with the accompanying mobility and freedom it
provides.
• Are willing to spend money when they know it will benefit their health & freedom.
• Desire hope. Need hope. Seeking hope.
• Those that recover, maintain their active lifestyle indefinitely. Those that don’t will stay as active
as long as they can.
Recently Injured (sport, auto, misc.) • Cancer Fighter • State of Recovery (surgery or illness) •
Currently Infirmed • Partially Disabled or Debilitated
Use Social Media to track & mark
progress&stayconnected. Internet
used for research & pursuit of hope
& helpful tips.
Those in need of healing
and optimum health
gains.

7. Active Seniors
Active Seniors
::: This Target Market :::
• Defines themselves as active, passionate, and inquisitive.
• Retired professional - financially secure and stable. 55+
• Own their own home and often part of a community.
• Frequent travelers. Well educated and very socially active. Many are hobby driven.
• Full calendars of chosen activities. Activities center around interest, health or family.
• They care about their health, appearance and ability to remain active and independent. The cost
to maintain those are valid expenses.
• Currently, 50% of US population is OVER 50!
Senior Golfers • Travelers/Tourists • Retired Baby Boomers • 2nd Career Entrepreneurs
Use Social Media to maintain
active connection with friends
& family. Internet for research &
entertainment.
Those who wish to retain
mobility and independence

8. Athletes
Athletes
::: This Target Market :::
• Defines themselves as athletic.
• Fans of their sport, a specific teams, and their preferred players.
• Competitive and driven - motivated to take steps to“improve”their game performance.
• Value the science of a healthy body and have taken steps at being fit.
• Works to create a competitive edge by being functionally fit and prepared to“play”their best.
• Prejudiced to certain perspectives on routines and formats to health & nutrition based on their
measure of knowledge (right + wrong) on the subject. Open to being proven wrong.
Serious Fitness • High School Level Athletes • Bodybuilders • CrossFitters • Serious Golfers •
Local Adult League Athletes • Equestrians • Semi-Pro/Pro Athletes
Use Social Media to track their
sport & connect with their groups.
Internet for statistics & research.
Mobile engagee.
Those wishing to obtain and
retain peak performance,
recovery and strength.

9. General Fit Conscious
General Fit Conscious
::: This Target Market :::
• Considers themselves active, but often NOT an athlete.
• Often follow some sports, has a team or player they prefer.
• Enjoy the friendship aspect and social benefit more than the competition.
• Casual observer of nutrition science. Only research if to alleviate discomfort.
• Has either really dated sports gear, or something recently bought & barely used. Often not
following latest trends in fitness - though“laughingly”may know of them.
• Often find the serious fitness people a little over the top - wouldn’t mind being in better shape.
• Looking for guidance on what to do and how. More than happy to share their new knowledge.
Weekend Athlete • Frisbee Golfer • Casual Golfer • Youth League Coaches • Career Employees
Young - Middle Aged Parent • Groupers (part of click of friends)
Use Social Media to connect with
friends & family & stay on top
of local activities. Internet for
entertainment and local research.
Those who desire greater
flexibility for life activities.

10. Natural + Wellness
Natural + Wellness
::: This Target Market :::
• This a group that embrace a healthy lifestyle. They are actively thinking about eating healthy,
living well and making conscious decisions with their best interest in mind.
• Locally, they are avid fans of the Health Food store and the“quality”foods of Fresh Market, Harris
Teeter, Lowes Food...
• They utilize the local parks and walking trails.
• They are often more socially engaged for impact.
Nature Path • Fitness Minded • Health Conscious • Young Urban Professionals • Bulk Spices,
Vitamins & Minerals • Young - Middle Aged • Kyakers, Paddleboarders, Fitness Memberships
Use Social Media to learn, share
and engage with like-minded
people. Internet for research and
personal“tracking.”(journal/blog)
Those drawn to a more
natural approach to
health & fitness.

11. THE VIBE

12. Studio Components
FAR INFRARED SAUNA - Detox
1 HELIX - Cardio
2 SURF - CORE Balance & Strength
NEAR INFRARED LIGHT
- Auto Immune Reversal 3 WBV - Strength
4
KANGEN - Detox,
Hydration, Alkalinity
5
HEALTH COACHING
- Nutrition
7
8 WELLNESS - Supplements,
Books, Foods, Gear
6

13. 3
Studio
Components
How the system works.
SURF - CORE Balance
& Strength
WBV - Strength
HELIX - Cardio achieves target
heart rate faster and activates
more muscles. HELIX is a better
workout in less time.
• core workout
• total leg workout
• sculpts lower body
• zero joint impact
• strengthens lateral stability
• 10-min heart rate peak
• 30m = 1hr traditional cardio
30-min / 10-min base
The Surf Set Virtual Trainer
provides core strengthening
exercise derived by surfing
through balance & strength
• 10-30 min exercise sets
• increased balance
• increased core strength
• strength emphasis
• akin to yoga on a balance ball
• minimal joint impact
• only 1 of its kind!
30-min max / 10-min base
Whole Body Vibration (WBV)
is Strength Training - Vascular,
Hormonal & Neuromuscular.
• set your own pace - passive
or aggressive
• increased bone density
• increased muscle mass
• increased growth hormone
• decreased cortisol
•increasedlymphaticdrainage
• healing benefits!
• minimal joint impact
20-min max / 10-min base
The Far Infrared is a heavy
cellular detox. This is done
through raising the core
temperature 2/3 of a degrees
which purges the cells of
toxins (including heavy metals,
arsenic, etc.)
• toxin purge on cellular level
• reduces blood pressure
• improves circulation
• aids in weight loss
(burns 600-calories in 30-min)
1HELIX - Cardio
2
FAR INFRARED SAUNA
Detox
4 KANGEN
Detox, Hydration, Alkalinity
5
Kangen Water is ionized and
infused with active hydrogen.
This causes the surface
tension of the water to
change,creatingsmallerwater
molecules. The immediate
benefit is superior hydration.
Other benefits include:
• neutralizes free radicals
• ionization gives energy &
reduces effects of aging
• provides better nutrient
absorption
• makes higher water
alkalinity / non-acidic ... acidic
environment breeds illness &
disease (esp. cancers)

14. Studio Components
How the system works.
HEALTH COACHING
- Nutrition
WELLNESS - Supplements,
Books, Foods, Gear
Near Infrared Spectrum
Incandescent Light therapy
(without harmful UV) - is an
everyday term for the science
of photobiomodulation. It
uses near infrared wvelengths
(between 700-1200 nm) to
deliver energy to the cells. this
energy stimulates healing and
relives pain. Energy from the
lights penetrates beneath the
skin and is absorbed by deep
tissues.
Other benefits include:
• directly increases the ATP-
levels in the tissues.
• activates the mitochondrial
enzyme cytochrome c oxidase
(Cox)
There is an extensive list of
things shown to be effectively
treated with infrared - which
largely include autoimmune
diseases.
Health Coaching / Nutrition
workshops (4x a month) are
an integral part of a wellness
journey. Just as the fuel you
put into an engine affects
its performance, the same is
doubly true of the fuel we put
in our bodies. Understanding
the role nutrition makes,
and how to integrate that
knowledge into healthy eating
choices and habits reinforces
the good done through the
other systems.
Tools are key for any job
- and when the job is a
healthy lifestyle, proper food
nutrition, on-the-go fitness,
and increased knowledge - we
have the resources on hand to
keep you supplied, informed
and motivated.
• Bulletproof blenders
• Cauliflower pizza crusts
• Match Tea from Japan
• Activation products
• Colostrum
• Epic Grab & Go food products
• Books . shirts . hats . gear
7
NEAR INFRARED LIGHT
Auto Immune Reversal
6 8

15. Web Design
Anchor Digital Communicator
The purpose of the website is multi-faceted. It is to accomplish the following:
1. Engage with the target audiences outlined in a meaningful & productive way.
2. Provide an anchor for all out-facing communication both online, socially and in
any form of print engagement.
3. Be a story telling mechanism, education resource, motivator and 24/7 sales tool.
4. Clearly communicate WHAT Vibe is, does and provides.
5. Be a core part of the sales funnel.
6. Be a resource for existing clients to connect, track and stay in the loop

16. Social Media
Keeping the story alive...
• Losing Teens & Millennials to
Instagram & Snapchat, but still the
leading Social Media Channel.
• Use to educate by making
conversation focused & topical.
• Motivation. Education. Connection.
• Great for targeted communication
based on interest.
• Vibe’s challenge is having a more
complex story that demands
explanation. BEST way to do that is
VIDEO!
• Education. Motivation.
• Broad scope base of users. Tied to
Google - so boost SEO, and find-
ability on Search Engines.
• Great for motivation and personal
connections of existing clients base.
• Simple way to educate with images
and short description.
• Key channel for Teens & Millennials.
• Anchors into Facebook.
• Lifestyle imagery branding.
Facebook YouTube Instagram

17. Pintrest LinkedIn Twitter
• People create boards and save links
that you post.
• Very targeted audience.
• Great for lifestyle images that tell the
brand story, communicate the brand
services and are easily sharable.
• Scores big for women.
• Business-to-business conversations.
• GREAT to educate with a long form
story format.
• Easy to cross-share on Facebook,
Twitter and business website.
• GoTo place for thought leadership!
• Great place to carry the professional
front and connect with local business
leadership.
• 3rd most popular Social Channel.
• All about instant news; not a long-
form story base.
• Good for keeping active client base
informed.
• Novice users don’t stick around. Base
has plateaued.

18. DigitalCommunicationiscoretoaneffective
marketing and advertising strategy.
Haphazardly sending out words and images
withnointention,nopurpose...isineffective.
Understand the target audience. Define
the strategy behind each of the Social
Channels and how each can be utilized to
reach your target audience, address their
needs & interest and engage them with
your business. Each channel needs a job
description - what job do you want them
to perform in the communication efforts of
your business?
Communicate
with Purpose
Active Blog E-mail
A Blog is your personal journal of
detailed information YOU deliver. It
provides an opportunity to front load
the website with keywords, topics and
conversations pointed at your target
audience’s interest. Why? So you will be
discovered through Search Engines when
the target audience is searching....
Once you have an audience - you need
to stay engaged. Email is a great way to
keep in touch. A great strategy is to re-
purpose content by pointing out activity
seen on all active social channels AND
the website.

19. Re-Define
Busy-ness
Results
“Working Out” is such a fixed position term. It
communicates a set point with a determined effort
over a measured time. Lets re-define the term to
be more encompassing of an overall health and
well-being strategy whose goal is quality return
for minimal effort. It is not about punishing the
body for result. Rather it is about engaging the
body to its core for optimal benefit.
Everyone is busy. For the women in our target,
they are multi-tasking aficionados with multiple
constraints pulling at ever spare moment with
demands and expectation. Time is valuable.
VIBE offers a means to provide a structured, time
respecting, premium health results program that
is tailored to achieve the most comprehensive
good. A happier, healthier - you!
Peopleexerciseandpursuehealthyhabitstoobtain
results. Traditional exercise results in muscle gain,
weight loss, improved endurance, greater energy,
etc. Where all of these things happen with the
VIBE, the holistic approach, core development,
nutritional emphasis and comprehensive strategy
develop a happier, healthier you.
Our Purpose
To be a source of positive health returns
in the bank of well-being, where deposits
of quality living, better choices and
intentional effort produce the greatest
results. A healthier, happier you.

20. Circuitous System
Icons & Simple Descriptive
Verbiage
Ever Learning
Understanding it as a SYSTEM and not as an a-la-carte assemblage is more beneficial to the
system and results. People function better with routines and structure.“Where there is no
vision, the people perish”- and THAT is Bible.
The use of icons and simple descriptive, makes the system easier to remember and explain.
Understanding encourages participation. Knowledge is power.
Use terms people understand. Any NEW term must be defined and drilled so that it becomes
common knowledge. Any vague terms creates confusion and awkwardness for clients.
Empower with knowledge. The goal is inclusion and engagement.
Childhood education is not a knowledge dump... rather it is precept upon precept. Create a
foundation and build upon it. All systems have levels of achievement (Karate has belts, sports
have leagues, business have titles for employees) - have an intro class that lays out the core.
Build upon that - s - l - o - w - l - y. Add depth for each level. Increase the challenge... always
strive for BETTER and MORE.

21. The most memorable form of
communication is the story. For
our earliest engagement with
people, we have been drawn
to a good story. As we move
forward in our communication
- in person, online, in our
literature - it all must extend
and enhance the core story.
Think of the business like a
novel. Think“Tom Sawyer.”Mark
Twain had a simple concept
- a little boy growing up in
Mississippi under the influence
of the mindsets and prejudices
of the time. A bit carefree and
reckless (all boy). Now let him
loose on an adventure - and let
the collective characters mature
yet remain true to who they are
in the midst of everything they
go through. Beginning, middle,
end. What is The VIBE story?
Story line 1 4
2 5
3 6
Optimum Health Happiness
Increased Mobility Healing & Recovery
Independence Connectedness

22. Optimum Health
This is different for each
person. Age, illness, gender,
goals, experience... these all
play a role in defining your
optimum health.
The key, is to discover
your best version of you
in the healthiest condition
possible. The VIBE is a tool
to help people to arrive
there.
Increased Mobility
While definitely a part of
health, this is a portion
that shows up in the day to
day. For those at their peak
performance (athletes) with
a set back due to injury -
they know it because they
are in tune with their body.
For the everyday people,
they can’t put a finger on it -
but they recognize lack. The
VIBE can help people
obtain the greatest
mobility.
01 02

23. Independence
Freedom. It is something
we in America get more
than anyone else. While we
might not be vocal on the
subject until our freedoms
are compromised - we
do note when some of
our independence is lost.
Whether through age or
injury. We want to hold
onto it as long as we can.
The VIBE helps people to
retain their independence.
We keep you mobile!
Happiness
This is different for
everyone. What makes you
happy? Our constitution
grants“the pursuit of
happiness”but guarantees
it for no-one. While we
can’t ensure everyone is
happy because they are
a client of The VIBE, we
can guarantee that if they
actively participate, they
will be healthier, stronger,
have more energy... and in
fact find room to be a bit
more happy.
03 04

24. Healing & Recovery
Covered in some of the
other topics... but a specific
issue of concern for those
in need. The VIBE is a place
of healing the body. From
purging toxins, increasing
strength, gaining mobility,
reducing weight... the VIBE
is about helping people get
back to the best version of
themselves. Often that is
not a place they have ever
been!
Connectedness
People need people. We
are not cosmic hermits
- but social animals that
require connectedness,
encouragement, help.
The VIBE provides a place
of commonality and
connectedness.
05 06