Pure Barre Presentation Mkt221


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My PowerPoint Presentation on Pure Barre for my MKT 221 (Public Relations) class at Northern Virginia Community College. The main goal is to help students develop Social Media/Advertising strategies to help expand brand/product evolution for companies on the rise. I chose Pure Barre, a revolutionary fitness program that fuses several types of aerobics and exercise into one complete workout. The goal of this PowerPoint was to present ideas to help expand Pure Barre into the Washington D.C. Metro Area, specifically in Northern Virginia (McLean, VA), and how to potentially reach new customers and grow within the area.

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Pure Barre Presentation Mkt221

  1. 2. What does Pure Barre offer? <ul><li>The Pure Barre Technique is a total body workout that burns fat in record-breaking time and produces toned arms, thin thighs, and flat abs by fusing elements of ballet, pilates and weights in a 55-minute intense session. It is the most effective, fastest, yet safest way to work your body. Students see results in just 10 classes. Each strength section of the workout is followed by a stretching section in order to create long, lean muscle without bulk. You also obtain the mental benefits achieved in yoga and meditation during the workout by clearing your head and blocking out “life” while training. </li></ul>
  2. 3. Our objective for the future <ul><li>With Pure Barre beginning to expand on the East Coast in such states as New York, New Jersey, Pennsylvania and North Carolina, our main objective is to expand to the Washington D.C. metropolitan area, specifically in McLean, VA, to provide a contemporary, fresh alternative way to working out by offering a unique method to do so. </li></ul>
  3. 4. Why McLean? <ul><li>For starters, with the new Metro line opening in McLean in 2013, the influx of travelers will increase and it will make McLean a hotspot for new and potential customers who want to venture to the Tysons Corner area. </li></ul><ul><li>It is accessible from all around the Washington D.C. metropolitan area as the Capital Beltway, I-66, G.W. Parkway, Georgetown Pike, State Rte. 123 and Old Dominion Drive run right through it. </li></ul><ul><li>It is the perfect jumping-off point for future expansion within the D.C. area if successful – ranging from potential locations in Herndon and Loudoun County to Georgetown to Montgomery County. </li></ul><ul><li>The competition is slim but expensive – around the Greater McLean/Tysons Corner area, there are only 2-3 gyms where you can go but the membership rates are very expensive (around $90 to $150 a month) so we can promote Pure Barre’s rates (about $18-20 a class) and compare it to our competitors. Also the nearest Pure Barre locations are in North Carolina and Pennsylvania. </li></ul>
  4. 5. Target Audiences <ul><li>Although both men and women can partake in classes, our main target audience that we want to reach is women, ages of 24-64. In McLean, for women, there is a population of 20,818 (51.8%), while men is at 19,339 (48.2%) with the median resident age at 43. 23.5% of McLean’s population are of ages 24-44 and 31.1% are ages 45-64; they are the two biggest age groups in the McLean area </li></ul><ul><li>The reason why want to target women in this range is because mainly, most of the exercises were made to tone certain women’s muscles like thighs and derrière. Another reason is because of the wide array in age, we want to get anyone that is trying to be physically active – ranging from student-athletes to the elderly to use exercise as common ground to bridge the gap of both age demographics </li></ul>
  5. 6. Tactics <ul><li>Continually updating on all Social Media platforms (Facebook, Twiiter, Youtube, Linkedin, Flickr) </li></ul><ul><li>Discounts and Promotions on certain Social Media platforms </li></ul><ul><li>Health conscious apps provided by Pure Barre </li></ul><ul><li>Update current website (provide Intranet service where customers can update their progress) </li></ul><ul><li>Celebrity endorsements (Majority of the Washington Redskins, Captials, Wizards and Nationals players and cheerleaders live in the Greater McLean/Great Falls region) </li></ul><ul><li>Offer free classes/trials to get a feel for what we provide </li></ul><ul><li>Giveaways (free trial DVDs and accessories) </li></ul><ul><li>Fundraisers and charities (Pure Give is a charity event that is done every year and partnered with Dove to help educate and inspire girls to think differently on the term beauty with seminars, concerts and job fairs) </li></ul><ul><li>Advertisements on the McLean Connection newspaper/website </li></ul><ul><li>Radio (Washington D.C. market is the only market where using radio is cost-effective) </li></ul><ul><li>Testimonials </li></ul><ul><li>Host public events with not only businesses and companies but with blogs) </li></ul>
  6. 7. http://www.youtube.com/watch?v=bOeDYRS-MOo&feature=related An example of informational/home workout tip videos Pure Barre would put on tweets and facebook posts http://www.youtube.com/watch?v=CedykYBGARw&feature=fvst
  7. 8. An example of our social media foundation and what Pure Barre has been actively doing online as of recent.
  8. 9. Measurements <ul><li>Several major questions we want to include in terms of measurements is did we get any new memberships? Have memberships gone up since last month or down? Should we throw more events or have more giveaways and discounts to get more people to sign up? Have our events been working and accomplishing their purpose in recruiting new people? </li></ul>
  9. 10. <ul><li>Questions? </li></ul><ul><li>Concerns? </li></ul>