Class project for Integrated Brand Communications class at the University of Georgia.

1. ATHENS
YOGA
INSTITUTE
B E S T G R O U P E V E R :
C A R O L I N E D . , K A T H E R I N E M . , C H A R L Y N . ,
B E L L A N . , S A M A N T H A S . , I V I E T .

2. Analyzing and
bettering AYI's current
marketing tactics and
strategies
PURPOSE

3. TABLE OF CONTENTS
1.WHAT IS AYI?
2. THE PROBLEM
3. MARKETING
COMMUNICATION STRATEGY
4. TARGET AUDIENCE
5. COMPETITORS
6. MESSAGING STRATEGY
7. BUDGET
8. MEASUREMENT
9. NEXT STEPS
1O. QUESTIONS

4. WHAT IS ATHENS YOGA
INSTITUTE?
An avenue in Athens for yoga enthusiasts to obtain
certification to be a yoga instructor
200hr and 300hr programs, as well as workshops
Owned by Shannon Ball and Anne Ethier

5. Lack of brand awareness and
social media platforms
Have outdated Instagram
No Facebook at all
THE PROBLEM

6. MARKETING
COMMUNICATIONS
STRATEGY
CREATE A COHESIVE DIGITAL
PRESENCE ALIGNED WITH THE
BRAND IMAGE TO INCREASE
BRAND AWARENESS
1. INCREASE CUSTOMER ENGAGEMENT
2. ENHANCE POSITIVE BRAND IMAGE
3. GROW ONLINE TRAFFIC

7. TARGET AUDIENCE
Conducted research through surveys, interviews and Mintel
Women, aged 20 - 50
College students to yoga enthusiasts
Enjoy a healthy and fit lifestyle
Have the time and the income
2

8. PERSONAS
Stay at home mom
Has always valued health and self-
care
Has always done yoga for “me time”
to center herself and keep herself
grounded with a house full of kids
Junior at UGA
Took first yoga class at the gym,
ended up integrating yoga into her
daily life
Staying in Athens this summer for a
couple of classes, doesn’t have a job
SUSAN: 40 YEARS OLD EMILY: 22 YEARS OLD
PERSONAS

9. COMPETITORS

11. Affective strategies to
enhance likability and recall
Light colors, bright images
Relaxing
Consistent across platforms
Educational vs sales
HOW DO WE
SPEAK TO
THEM?
1

12. Create and build a Facebook
Start utilizing Instagram
WHERE DO WE
REACH THEM?
Pose of the week
Weekly mental health/wellness tips
Spotlighting program graduates
CONTENT
SUGGESTIONS

14. Management establishes a
ratio of advertising to sales or
market share
Larger investment at the
start, less expensive over
time
BUDGET
PAYOUT PLANNING
BUDGET

15. GOALS & KPIS
Get 100 followers in 6
months
Get a review from half
of program graduates
in first 3 months
Increase followers by
10% in 6 months
INCREASE CLASS SIGNUPS BY 10% IN FIRST YEAR
FACEBOOK INSTAGRAM

16. NEXT STEPS
CREATE AN ALL ENCOMPASSING BRAND GUIDE
BASED ON OUR SUGGESTIONS
CAPITALIZE ON 5 POINTS YOGA PARTNERSHIP
BLOG FEATURE
PAID SEARCH

17. Increase brand
awareness
Build a Facebook
Utilize both Facebook and
Instagram
Consistent brand image
and messaging across
platforms
SUMMARY

18. QUESTIONS?

19. BIBLIOGRAPHY
1. Clow, Kenneth E., and Donald Baack. Integrated
Advertising, Promotion, and Marketing Communications.
Six ed., Pearson Education Limited, 2014.
2. Macke, Dana. Exercise Trends - US - October 2016.
Exercise Trends - US - October 2016,
academic.mintel.com.proxy-
remote.galib.uga.edu/display/747876/#.