emilybartlett, dankane, brendanjoyce, morganmcdonnell, melindatran                                                        ...
2
table of contents   Situation Analysis – pp. 4-10   Advertising Objectives – pp. 10-14   Target Market – p. 13   Marke...
situational analysis                       4
overview of romp n roll Romp n’ Roll is a play-based, educational learning  center for children ages 3 months to 6 years ...
Strengths                                             Weaknesses•   Educational component differentiates Romp         •   ...
current marketplace Primarily families within the Blacksburg region,  but also reaches Christiansburg and Radford. Paren...
competitionBlacksburg Community Center  Energy Outlet:      Program that focuses on body awareness, math development, ba...
competitionVirginia Tech Child Development Center for Learning andResearch  Programs for children aged 15 months to 5 yea...
advertising objectivesGoal: To change consumer perception of Romp n Roll  from a purely play-based facility to an educatio...
 Increase number of members   Educate consumers about Romp N Roll benefits   Print ads in newspapers   Direct mail   ...
   Create a stronger web presence     Pinterest     Edit the website     Twitter account for Blacksburg Romp N Roll   ...
target market Families residing in the Blacksburg community.    Secondary target: Christiansburg and Radford communities...
market research                  14
15
16
17
18
19
key research findings:What comes to mind when you think of Romp n Roll?     Germs     I think of it for younger kids, th...
additional feedback They need to have weekend drop in times, especially for winter when the  kids start to go stir crazy!...
what moms are saying                       22
current advertising    Corporate Twitter account    Facebook page    Flyers    Direct mail    Promotional events and ...
creative recommendationPrint Ads   Collegiate Times   The Burgs (Roanoke Times NRV Section)   PostcardsOnline Ads   Co...
25
26
27
28
29
social media recommendations   Pinterest   Twitter   Facebook Ads   Changes to Website   YouTube   Hootsuite        ...
pinterest Create a Pinterest account for moms to use  and follow. Post the link on the Romp n Roll website and  Facebook...
32
twitter Create a separate Twitter page for Blacksburg Romp n  Roll with updates about classes, open gym, etc... Pictures...
34
facebook ads Create a side ad on Facebook pages. Allows Romp n Roll to reach their specific  market.    Blacksburg area...
facebook ads               36
hootsuite Will help organize scheduled messaging of  both Facebook and Twitter. Analytics tracking of Romp n Rolls  Face...
editing website Testimonials on the homepage Post Calendar for December and January Easy access to calendars and camp  ...
39
Website Changes                  40
YouTube   Promotional video   Shows the different activities and classes that children    participate in at Romp n Roll....
42
additional recommendations Blacksburg Merchant Association Paired Promotions (sponsorships)    Piccolini Kids clothing ...
Blacksburg Downtown Merchant Association Will list Romp n Roll in Downtown Blacksburg  Shopping, Dining, and Service guid...
paired promotions Would include:     Allowing Piccolini and Imaginations to have booths      set up at VT faculty day to...
VT Faculty Day A day that Virginia Tech Faculty can bring their children  to Romp n Roll for a free trial. Date: Februar...
47
advertisements at pediatrics and dentists Talked to NRV Pediatrics about placing ads  in waiting rooms. Free place to ad...
creative feedback - momsWhat does the ad say about the product?   “That it’s fun and educational at the same time. That it...
creative feedback - employeesWhat do the ads say about the product?          Youre getting a quality learning experience f...
media plan             51
timeline           52
53
54
55
56
budget planItem                         AmountFacebook Ads 1000 clicks     $880Merchant Fees                $225Collegiate...
appendices Barnett, Michael. "RompnRollKids." Twitter. Romp n Roll, n.d. Web. 10 Nov. 2012. <http://twitter.com/RompnRollK...
appendices "Its on your way, its where youre going." Downtownblacksburg.com. Downtown Blacksburg, Inc., n.d.     Web. 10 N...
Pictures:Cavuto-Boyle, Katie. "Healthy Eats - Food Network Healthy Living Blog." Food Labeling 101:      Understanding Lab...
Upcoming SlideShare
Loading in …5
×

Limelight - Romp n' Roll Advertising Campaign

1,370 views

Published on

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
1,370
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
6
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Limelight - Romp n' Roll Advertising Campaign

  1. 1. emilybartlett, dankane, brendanjoyce, morganmcdonnell, melindatran 1
  2. 2. 2
  3. 3. table of contents Situation Analysis – pp. 4-10 Advertising Objectives – pp. 10-14 Target Market – p. 13 Market Research – pp. 14-22 Current Advertising – p. 23 Creative Recommendations – pp. 24-29 Social Media Recommendations – pp. 30-42 Additional Recommendations – pp. 43-48 Research Results – pp. 49-50 Media Plan – p. 51 Calendar – pp. 52-56 Budget Plan – pp. 57 Appendices – pp. 58-60 Client Reports – pp. 61 3
  4. 4. situational analysis 4
  5. 5. overview of romp n roll Romp n’ Roll is a play-based, educational learning center for children ages 3 months to 6 years that incorporates music, art, and physical activity. Provides a wide variety of classes with enthusiastic and experienced teachers to encourage learning  Parent + child classes  Drop-off child classes Parents can feel comfortable leaving their children at the facility for an affordable price.  From $42 a month to $120 a month Located next to Dance Tech studio on North Main Street 5
  6. 6. Strengths Weaknesses• Educational component differentiates Romp • Romp n Roll is a franchise, therefore, limited n Roll from competitors control provided to the owner• Location within Blacksburg • Limited awareness in the Blacksburg area• Romp n Roll is a franchise, which provides • Perception of the program as solely an open- more regional awareness gym or daycare• Social media presence • Education is seen as a secondary benefit• Trained instructors • Certain demographics cannot afford the monthly• 5 to 1 student-teacher ratio rate • Lack of flexibility in terms of classes, their length, and scheduling • Lack of full-time marketing managerOpportunities Threats• Increase enrollment • Misperceptions about facility and program.• Infiltration into new markets • Economy• Facilities similar to Romp n Roll (education + • Demographics within the Blacksburg area. play) are becoming "trendy" • Local competition• Room for growth in social media, and overall • National competition online presence• Modify consumer perceptions about Romp n Roll• Join the Downtown Blacksburg, Inc (Downtown Merchants of Blacksburg) 6
  7. 7. current marketplace Primarily families within the Blacksburg region, but also reaches Christiansburg and Radford. Parents with children ranging from ages 3 months to 6 years. Median household income for Blacksburg families: $51,810 Average family size: 2.79 A large portion of Dance Tech customers have siblings enrolled at Romp n Roll. 7
  8. 8. competitionBlacksburg Community Center  Energy Outlet:  Program that focuses on body awareness, math development, balance, hand-eye coordination, and social interaction.  Ages 2-3  9:30-10:30am  Have a family Energy Outlet class designed specifically for families with more than one child.  Ages 1-7  10:45-11:45am  Competitive pricing 8
  9. 9. competitionVirginia Tech Child Development Center for Learning andResearch  Programs for children aged 15 months to 5 years  Monday through Friday, 7:30am-5:30pm  Designed specifically for VT faculty  Accredited by The National Association of the Education of Young Children  Pricing: $790 to $815 per monthLocal Childcare/Preschools  Rainbow Riders, The Adventure Club, Tall Oaks Montessori School, Childrens Nest, Churches, etc.  All day or Half day options, 5 days a week  More practical for working parents  Higher prices 9
  10. 10. advertising objectivesGoal: To change consumer perception of Romp n Roll from a purely play-based facility to an educational program where kids come to learn and play.Objectives Increase the number of members Increase brand awareness Create stronger web presence Better utilize Marketing Intern 10
  11. 11.  Increase number of members  Educate consumers about Romp N Roll benefits  Print ads in newspapers  Direct mail  Facebook ads  VT facility day Increase brand awareness  Ads in newspapers  Online ads  Media around the community  Facebook, Twitter, Pinterest, YouTube 11
  12. 12.  Create a stronger web presence  Pinterest  Edit the website  Twitter account for Blacksburg Romp N Roll  Facebook  YouTube Better utilize the Marketing intern  More specific tasks  Focus on social media site  Pinterest, Facebook, Twitter  Regularly update information on social media and website.  Use Hootsuite to manage social media sites 12
  13. 13. target market Families residing in the Blacksburg community.  Secondary target: Christiansburg and Radford communities Parents of children aged 3 months to 6 years. Parents roughly 30-45 years of age Average income: $60,000 to $80,000 Characters  Virginia Tech faculty  Busy mothers 13
  14. 14. market research 14
  15. 15. 15
  16. 16. 16
  17. 17. 17
  18. 18. 18
  19. 19. 19
  20. 20. key research findings:What comes to mind when you think of Romp n Roll?  Germs  I think of it for younger kids, the hours being restrictive, the price being prohibitive, and a potential for birthday parties  Barney the purple dinosaur.  Forced play rather than natural, child-led.  young kids, fun,  Play time  preschool tumbling  Birthday Parties (x 9)  Fun. Irregular open gym schedule.  too structured  play place  pre school gym 20
  21. 21. additional feedback They need to have weekend drop in times, especially for winter when the kids start to go stir crazy! There are a variety of activities in Blacksburg. We have done Bouncing Bears through the Community Center. The gymnastics place over in Christiansburg. Maybe they could reach out to special needs community Romp n roll does not cater to working parents. We attend only for birthday parties for this reason. I would like better options for working parents (i.e. weekends) especially in the winter when it is too cold to go outside to playgrounds. The only open session right now is at noon on Saturday and that is the most common time for naps for children under 5. I took my son there for 2 years on Saturday mornings, it was great but they dont have any classes for kids more than 3 on weekends. Mine outgrew the place. Still go for birthdays. Weekend time during the winter 21
  22. 22. what moms are saying 22
  23. 23. current advertising  Corporate Twitter account  Facebook page  Flyers  Direct mail  Promotional events and programs  "Bring a Friend"  Free iPod Shuffle with referral  Holiday gift baskets  BOGO (buy one class receive a second class free) 23
  24. 24. creative recommendationPrint Ads  Collegiate Times  The Burgs (Roanoke Times NRV Section)  PostcardsOnline Ads  Collegiate Times  The BurgsBus Ads  Blacksburg Transit 24
  25. 25. 25
  26. 26. 26
  27. 27. 27
  28. 28. 28
  29. 29. 29
  30. 30. social media recommendations Pinterest Twitter Facebook Ads Changes to Website YouTube Hootsuite 30
  31. 31. pinterest Create a Pinterest account for moms to use and follow. Post the link on the Romp n Roll website and Facebook page. Boards will be created with topics that cater to parents, such as "quick meals" "kids room" "rainy day activities". Creates a stronger online presence and will help with brand recognition. 31
  32. 32. 32
  33. 33. twitter Create a separate Twitter page for Blacksburg Romp n Roll with updates about classes, open gym, etc... Pictures of children during classes will be tweeted regularly. Will allow the Blacksburg location to interact with followers and members . Will help Romp n Roll build relationships with current members and potential members. Promote Twitter through Facebook group (433 likes) 33
  34. 34. 34
  35. 35. facebook ads Create a side ad on Facebook pages. Allows Romp n Roll to reach their specific market.  Blacksburg area  Parents age 30-50  With children ages 1-12 Will only reach people who fit into the demographic Romp n Roll selects. 35
  36. 36. facebook ads 36
  37. 37. hootsuite Will help organize scheduled messaging of both Facebook and Twitter. Analytics tracking of Romp n Rolls Facebook and Twitter pages. 37
  38. 38. editing website Testimonials on the homepage Post Calendar for December and January Easy access to calendars and camp schedules 38
  39. 39. 39
  40. 40. Website Changes 40
  41. 41. YouTube Promotional video Shows the different activities and classes that children participate in at Romp n Roll. Targeted towards potential consumers who are already researching Romp n Roll. Other videos will be used to show parents what their children are really doing and learning at Romp n Roll classes. Move consumers from awareness to trial. 41
  42. 42. 42
  43. 43. additional recommendations Blacksburg Merchant Association Paired Promotions (sponsorships)  Piccolini Kids clothing and accessories  Imaginations Toys and Furniture VT Faculty Day Advertisements at Local Pediatrics and Dentist offices 43
  44. 44. Blacksburg Downtown Merchant Association Will list Romp n Roll in Downtown Blacksburg Shopping, Dining, and Service guide. Romp n Roll would be able to participate in corporate advertising opportunities . Will receive email blast about promotions and events. Will receive official Blacksburg Merchant Association card and decal. 44
  45. 45. paired promotions Would include:  Allowing Piccolini and Imaginations to have booths set up at VT faculty day to promote and sell their items.  In return Romp n Roll would advertise in these businesses.  Place flyers, pamphlets and gift baskets in these stores.  Romp n Roll is current selling gift baskets at Piccolini stores during the holidays,but we suggest they expand to other businesses. 45
  46. 46. VT Faculty Day A day that Virginia Tech Faculty can bring their children to Romp n Roll for a free trial. Date: February 9th  Beginning of the year and the semester so people are more likely to sign up for new activities during this period The goal of this promotion is to allow VT faculty to experience the class for the first time and enroll their kids. Flyers will be located downtown. Offer 15% off membership fees if enrolled before March 1st. 46
  47. 47. 47
  48. 48. advertisements at pediatrics and dentists Talked to NRV Pediatrics about placing ads in waiting rooms. Free place to advertise Place flyers and pamphlets in waiting rooms at pediatricians and dentists. Goal is to reach out to parents of young children. Utilize the trusting relationship parents have with their childs doctor. 48
  49. 49. creative feedback - momsWhat does the ad say about the product? “That it’s fun and educational at the same time. That it makes life easier for moms. Gives moms a break.”What is the best part of this ad? "Good range of ages between the kids."What is the worst part of this ad? "Show more parent interaction. Some parents want to stay, or have kids that wont stay alone. Show art. It makes it seem less like a day care."Does this ad stand out from the competitors? "The only alternative is the gymnastic center, but it focuses equally on play and art and other fun things."Would this ad motivate you to purchase? "Yea, totally!"What is your final impression of this ad? "Think we did a good job, like the split screens between what the moms are doing while the kids are at romp n roll." 49
  50. 50. creative feedback - employeesWhat do the ads say about the product? Youre getting a quality learning experience for your childWhat is the best part of these ads? Theyre catchy, and attention grabbingWhat is the worst part of these ads? Suggestions? Nothing, very creative Suggestions: make a print ad with parent interactionDo these ads stand out from the competitors? Yes, especially from some of the other Romp n’ Roll ads as well as competitors. Stands out more than Gymboree because of the structure, art, and music. Going to show that we go a step further.Would these ads motivate you to purchase? Yes, it would motivate me to purchase.What was your final impression of these ads It encourages parents to think about his option for their kids and if theyre looking for a good entertaining and educational outlet for their kids then this is a great option for them. 50
  51. 51. media plan 51
  52. 52. timeline 52
  53. 53. 53
  54. 54. 54
  55. 55. 55
  56. 56. 56
  57. 57. budget planItem AmountFacebook Ads 1000 clicks $880Merchant Fees $225Collegiate Times $375Bus Ad (external) $435Postcards (10,000) $243VT Faculty Day $200Hootsuite $120 ($7.99/mo)The Burgs (quarterly) $800 (200 x 4)Refrigerator Magnets (250) $51Total $3,329 57
  58. 58. appendices Barnett, Michael. "RompnRollKids." Twitter. Romp n Roll, n.d. Web. 10 Nov. 2012. <http://twitter.com/RompnRollKids>. "Child Development Center for Learning and Research." Virginia Tech - Department of Human Development, n.d. Web. 10 Nov, 2012. <www.humandevelopment.vt.edu/cdclr.html>. "Community Center." Town of Blacksburg - A Special Place. Town of Blacksburg, n.d. Web. 10 Nov. 2012. <http://blacksburg.gov/Index.aspx?page=580>. "Customer Magnet Printing Services." PsPrint - A Deluxe Company. N.p., n.d. Web. 11 Nov. 2012. <http://www.psprint.com/magnets>. "Fun Kids Classes, Camps, and Birthday Parties at Romp n Roll Blacksburg." Romp n Roll. N.p., n.d. Web. 10 Nov. 2012. <http://rompnroll.com/blacksburg>. 58
  59. 59. appendices "Its on your way, its where youre going." Downtownblacksburg.com. Downtown Blacksburg, Inc., n.d. Web. 10 Nov. 2012. <http://www.downtownblacksburg.com>. "Product Pricing - GotPrint." Product Pricing - GotPrint. N.p., n.d. Web. 11 Nov. 2012. <http://gotprint.net/g/pricing.do>. "Romp n Roll of Blacksburg - Blacksburg, Va - Music Lessons & Instruction, Art School." Facebook. Romp n Roll, n.d. Web. 10 Nov. 2012. <http://facebook.com/rompnroll.blacksburg>. "Romp n Roll." YouTube. Youtube, n.d. Web. 10 Nov. 2012. <http://www.youtube.com/user/rompyrocks?feature=watch>. 59
  60. 60. Pictures:Cavuto-Boyle, Katie. "Healthy Eats - Food Network Healthy Living Blog." Food Labeling 101: Understanding Label Claims. Food Network, 4 Mar. 2012. Web. 11 Nov. 2012. <http://blog.foodnetwork.com/healthyeats/2012/03/04/food-labeling-101-marketing-claims/>.Connie. "Last Weeks Success Stories! Woman Reading a Book at Home." Back to Basics. 8basics.com, 18 Jan. 2012. Web. 10 Nov. 2012.<http://8basics.com/blog/last-weeks-success-stories/attachment/woman- reading-a-book-at-home-2>."Exercise Program Using the Treadmill." Exercise and Fitness. N.p., 5 Mar. 2012. Web. 11 Nov. 2012.<http://www.amazingfitnesstips.com/exercise-program-using-the-treadmill>."Market Research Insight." Hunting and Gathering at the Supermarket: Made More Enjoyable and Meaningful. N.p,16 Aug. 2012. Web. 11 Nov. 2012. <http://mri-zp.blogspot.com/2012/08/hunting-and-gathering-at-supermarket.html>."Woman Grocery Shopping in Frozen Food Section." Profimedia. N.p., 29 July 2008. Web. 12 Nov. 2012.<http://www.profimedia.si/picture/woman-grocery-shopping-in-frozen-food-section/0012770359/>. 60

×