2. Marketing Techniques
Goals
Personal Goals (Marketing Department)
•Devote 20 hours per month to monthly marketing theme
•Speak at events in Spring 2016
Business Goals
•Achieve total revenue over $1 million in fiscal year 2016
•Register over 900 new customers in FY 2016
•Receive over 10,000 lead referrals in FY 2016
3. Marketing Techniques
Tactical Goals
•Reduce customer attrition rate to 20% by FY 2016
•Increase attendance rate of group game activities to 75% of customers
in FY 2016
•Sign up 60% of customers to Facebook application by end of FY 2016
Strategic Goals
•Achieve customer satisfaction level of 95% in FY 2016
4. Marketing Techniques
Purpose
•We want the kids from 5-12 years to have fun by getting the exercise they
need. FitKid will focus on the belief that exercise is more sustainable and
enjoyable when undertaken with others.
Picture
•FitKid users will bring together friends and family as they play the FitKid’s
game, and they soon discover a camaraderie spirit of good friendship and
loyalty among the FitKid circle. They will encourage more friends and
acquaintances to join the FitKid game so that they, too, can experience how
exercise can become “play” rather than “work”. The users will become even
more motivated to work out as the exercise will not feel like work.
5. Marketing Techniques
Gap Dashboard
•The gap dashboard will be examined on a monthly basis. It is a direct
quantitative representation of the personal, business, tactical and
strategic goals established. Marketing will create proactive steps to
rectify negative gaps wherever they exist, unless they are not leading to
an overall reduction in customer satisfaction and revenues.
6. Marketing Game Plan
• Marketers promote the “social” aspects of the game to prospects,
encourage social interaction of current and new members and
understand that social interaction can support a user’s fitness goals.
• Users can post their progress on the FitKids’s blog to share with their
friends and family.
• Communications tools such as blogs created on the website will
enable users to interact with others or to create content.
• Using viral marketing, the “buzz” about a product, once the user(s) is
engaged with game will help spread the “social” aspect of the game
to prospects by word of mouth.
7. Attention-getting Production Features
• They are designed to attract children’s interest in the game content.
Such features include bright primary colours, action and movement
scenes in the game images/illustrations. They result in social
interactions in game once initiated.
• Animated in colour and image, this branding of a logo character is
used to sell the fitness game. The branded character has catchy and
interesting image features. As well, hip language can be used to
appeal to minors (i.e. 12 year olds)
8. Tracking Software
• We want to know who is visiting our website to find out how effective
our marketing strategies are.
• We can achieve this by using “cookies” or electronic pieces of data
placed on a computer from the website, coupled with registration
forms to these sites.
• Our marketing team can create an extensive data file about each
individual user’s preferences for the game and its effectiveness in
drawing them to fitness and fun.
9. Statistics
• Statistics Canada has found evidence to suggests that obesity in
childhood is linked to developing a resistance to insulin, type 2
diabetes, high blood pressure, emotional health issues, and a lowered
sense of well being.
• Obese children often progress into obese adults, and so childhood
obesity is a concern for the general public.
10. Body mass index (BMI) ranges for
overweight and obese
• In 2014, 6.2% of Canadians aged 12-17, roughly 125,000 youths, reported height
and weight that classified them as obese. The percentage of those who were
overweight was 16.9%, or roughly 343,000 youths. Combined, roughly one in four
youths (23.1%) aged 12-17 was overweight or obese in 2014.
Sex Age in years (rounded to nearest 0.5)
Overweight for
BMI range:
Obese for
BMI range:
Boys
12 21.22 to less than 26.02 26.02 or higher
13.5 22.27 to less than 27.25 27.25 or higher
15 23.29 to less than 28.30 28.30 or higher
16.5 24.19 to less than 29.14 29.14 or higher
Girls
12 21.68 to less than 26.67 26.67 or higher
13.5 22.98 to less than 28.20 28.20 or higher
15 23.94 to less than 29.11 29.11 or higher
16.5 24.54 to less than 29.56 29.56 or higher
11. High Blood Pressure
• From 2001 to 2009, females were more likely than males to report
that they had been diagnosed with high blood pressure. Since 2013,
the rate of high blood pressure has been higher for males than
females. Between 2010 and 2012, there was no difference between
high blood pressure among males and females.
• In 2014, 17.7% of Canadians aged 12 and older (5.3 million people)
reported being diagnosed with high blood pressure. Though not a
significant gap from 2013’s results, it has been increasing since 2001
from 12.6%.
• Source: Statistics Canada, Canadian Community Health Survey (2001,
2003, 2005, 2007-14).
12. Other Factors to be Considered
• Screen time” or time spent using electronics indoors in a sedentary
setting.
• Length of time spent active as compared to what is required for that
age group.
• Dietary habits and/or restrictions.
• Glandular disturbances, hereditary diseases.
14. FitKid Game Instructions
Instructions:
1.All players place their pieces on the starting square. Roll the dice to determine who goes first. The
highest roll goes first and the game rotates clockwise from that player. If there is a tie for highest
the players with the highest will reroll to determine who starts.
2.Roll the dice and move the correct number of spaces.
3.Follow the instructions within each space. Players will complete the instructions on the square
before the next player takes their turn. Green spaces marked “FitKid” are neutral.
4.If a player lands on a blue square they will follow the instructions on the square and move their
piece forward or backward as required, then complete the activity on the new square.
5.Two or more players can be on the same space.
6.Continue to play until the first player reaches the finish. The first player to reach the finish square
is the winner. The player does not need an exact roll to finish the game.
7.All other players will continue to play until they finish the game to see who comes second, third,
etc.
