Gymboree wants to differentiate itself from other play areas through an advertising campaign. The campaign will target new parents ages 25-35 with young infants to attract more families to Gymboree's classes. Gymboree combines education and fun to help children develop physically and mentally through 50-minute classes broken into age ranges and incorporating both free play and instructor-led activities like singing and bubbles. The tone of the campaign should be kind, caring and fun to reflect how much Gymboree cares about children's development and having a good time, while ultimately attracting more parents.

1. Client: Gymboree (classes, not the clothing store) Date: 3-13-07
Project: Advertising campaign, including 3 print ads, 2 outdoor boards, 1 radio script & a new media execution.
Job Number: 8 (option 1)
WHY ARE WE ADVERTISING?
Gymboree offers daily 50-minute classes for kids up to 5 years old. Each franchise features an expansive padded
play area with a variety of toys both large and small. Class times are designated by age (0 – 6 months, 6 – 10
months, and so on). Roughly half the class time is spent playing freely. An instructor guides the rest of the class
(singing songs, blowing bubbles, etc.).
Parents are constantly looking for new ways to enrich their child’s development. They’re also looking for non-
cartoon related forms of entertainment. Gymboree fits both bills. However, Gymboree is facing increased
competition. Both the zoo and aquarium are remodeling and expanding their children’s play areas, and both offer
season passes. In an attempt to attract more shoppers, many mall and retailers like Ikea and REI have also added
play areas.
WHAT IS THE ADVERTISING TRYING TO ACCOMPLISH?
Gymboree wants to differentiate themselves from the play-only areas and attract more families to their various
locations.
WHO ARE WE TALKING TO?
New parents age 25 – 35 with very young infants (the 0 – 10 month crowd). Mom is typically the decision maker
when it comes to the child, so it skews 75% female. These are working professionals, or former working
professionals, who are very into baby trends. They subscribe to more than one parenting magazine, and are
willing to spend freely on their child’s development.
WHAT IS THE ONE MAIN POINT WE’RE TRYING TO GET ACROSS?
Gymboree combines education and fun to help your child develop both physically and mentally.
WHAT ARE THE REASONS TO BELIEVE THIS?
The facilities are designed entirely around the children. They’re one of the few places for newborns and small
infants. Instructors are experienced, and many have degrees in some form of child development. As discussed,
classes are broken up by age range, so 6-month-old children aren’t thrown in with rampaging 5 year olds.
TONE & MANNER
Kind, caring and fun. While the campaign is targeting parents, it should reflect how much Gymboree cares about
the kids. However, it’s still ultimately about having a good time, and worthwhile experience, with your child.
MANDATORIES
Company name
THIS MIGHT HELP
Web site: www.gymboreeclasses.com
(For Agency Signature) (For Client Signature)
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