Recommended
More Related Content
Viewers also liked
Similar to Peak Performance final book
Similar to Peak Performance final book (20)
Recently uploaded
Recently uploaded (20)
Peak Performance final book
- 10. InfinityCreativeCo.willair30secondradiospotsonKSPIandKOSB.Theradioadwillrun from December2015-Febuary2016,duringthemorningandeveningcommuteinorder totargetparentstravelingtoandfrom work.Theseadswillfocusonreachingparents withchildrenwhoareinterestedincompetitivebaseballandsoftball,orarelookingto bettertheirskills.TheadswillhighlightthevariousservicesPeakPerformanceprovides. PeakPerformance 30SecondRadioAd Title:SoundsofSpring .5sec 1.25sec .5sec 1.25sec .5sec 3sec 6sec6sec 6sec 7sec 4sec SFX:Tranquilspringtimesounds [Birdschirping,ect.] ChildVO: SFX:Clangofmetalbathittingball, crowdcheering. ChildVO: BACKGROUNDMUSICTHROUGHBACKGROUNDMUSICTHROUGH END:“TakeMeOuttotheBall Game”playedonballparkorgan. CoachVO: Whatdoesspringsoundliketoyou? Tome,itsoundslikebaseball. Findoutwhatspringtimecansound liketoyourchild. ThecoachesatPeakPeThecoachesatPeakPerformance canpersonallyhelpyourlittle sluggerbecomeanall-star,right hereinStillwater. WWithone-on-onespecialltytraining, andthenewestfieldsand equipmentintown,anyonewho joinsourteam canreachtheirpeak! Checkusoutat:Checkusoutat: www.peakperformance.com or swingbytheathleticcenterfor walk-inserviceorbattingcage rentals. AnddontfoAnddontforgettoaskabout Stillwater’shotnewcompetitive baseballteams,RedDirt! -END-
- 11. 10
- 15. Accordingtoprimaryresearchthemajorityof parentsuseFacebooktofindoutaboutnewsand whatisgoingonintheirlocalcommunity.Wewill spend$200monthlyfrom Oct.-Dec.foradvertising onFacebook,givingus9,430totalimpressions. FacebookadvertisementswillexposePeak Performancetothemajorityofitstargetmarket andgiveawidespandgiveawidespreadawarenessofthefacilityto potentialcustomers.Kidsalsousefacebooksoitis agoodwaytograbtheirattentionaswell. Accordingtoourprimaryresearch,oneofthe mostfrequentlyusedmediaoutletsbyparentsin ourtargetdemographicisradio.Peak PerformancewillpartnerwithDupree’sandsplit thecosttoairradioadsonKSPIandKOSB.From Dec.-Feb.,10,30-secondspotswillairmonthlyon bothstations.Thiswillallowustoreachthemajority ofthetaofthetargetmarketgivingusatotalof3,750,000 totalimpressionsfrom eachradiostation. Ourtargetmarketstillseesnewspaperasamainsourcefornews,buttheyhave startedtouseonlinenewssourcesmoreoften.Usingthebasicpackagefrom the StillwaterNewsPress,wewillbeabletogain10,000impressionseachmonthwithan onlinebannerad.Wewillrunthisadonlinefrom Feb.-April.Thiswillgiveusatotalof 30,000impressionsforathreemonthtimeperiod. StillwaterNewsPressisthenumberone newspaperintheStillwatercommunity.The circulationisprimarilycomposedof middle-classparents.Usingthebasic package,StillwaterNewsPresswillrunfour 2-columnwideby2-inchtallblackandwhite adsfrom Feb.-April.Thisadvertisement packagewillgiveus180,000totalimppackagewillgiveus180,000totalimpressions. Oursecondtargetmarketiscollegestudents whoarepotentialcoaches.Advertisingon campusisoneofthemoreefficientwaysto advertisetowardthetargetmarket.TheDaily O’Collegianisanewspaperdistributeddaily, campuswide.PeakPerformancewould advertiseintheDailyO’Collegianfourtimesa monthduringOct.andNov.,givingus80,000monthduringOct.andNov.,givingus80,000 totalimpressionsonpotentialbaseballand
- 16. Website Renovation In order for Peak Performance Athletic Center to raise awareness about its facility, a consistent and user-friendly website is key. The website might be the first impression a client will see about Peak Performance, and it needs to keep their interest and be easy for viewers to navigate. The following are modifications we plan to make to the Peak Performance Athletic Center website: Table of Contents/Tabs in the following order: Home, About, Services, Red Dirt Baseball, Schedule Online, Contact • The Home tab will remain the same and will be a way for viewers to get back to the main page by clicking “Home”. There should be slideshow featuring the new facility and all of the new amenities. Upcoming events should be featured on the home page and updated frequently. Also, each week there will be an updated video on the “Coaches Corner” section. This video will feature a coach at Peak Performance and a baseball or softball tip that they find effective for young athletes. • The “About” section will have 5 drop-down tabs: What is Peak Performance?; The Facility; The Management; The Coaching Staff and Employment. • The next section will be “Services”. There will be 8 tabs, which include: Walk-Ins, Cage Rental, Camps and Clinics, Lessons-Baseball, Lessons-Softball, Outside Team Practice, Impulse Cheer, and Special Events. Each tab will explain the services offered and have accurate and updated pricing for each service. There will also be pictures and videos that correlate with each tab and the service that is being offered. • Next is the “Red Dirt Baseball” section. Since the Red Dirt Baseball website is run by another company, we will just put the link to their website on our page. • The next section will be “Schedule Online”. Not much will change with this because it is pretty self explanatory on the existing website. • Lastly, “Contact” will be the last section in the Table of Contents. This will have the address, directions to the facility, phone numbers, email, all social media outlets and links to them, and a comment box for people to leave any suggestions. 14
- 17. KSPI Radio KOSB Radio Stillwater News Press Facebook Ads Facebook Contest June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Cost Imp. $360 split w/ Duprees $360 split w/ Duprees $255 $600 $0* 3,750,000 3,750,000 30,000 9,430 800 Daily O’Colly Stillwater News Press June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Cost Imp. $800 $255 80,000 180,000 Allie P. Signage Punch Card June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Cost Imp. $800 split w/ Duprees $255 80,000 180,000 Print Promotions Digital Campus Rep TOTAL: Cost: $1,175 Impressions: 260,000 OVERALL TOTAL: Cost: $6,650 (Contingency: $350) Impressions: 11,552,630 17 Media Timeline TOTAL: Cost: $1,055 Impressions: 260,000 TOTAL: *Merchandise already purchased Cost: $1,575 Impressions: 7,540,230 $120 N/A
- 21. TargetAudience:ParentsofPeakPerformanceandpotentialcustomers Objective:TheobjectiveofhostinginpersoninterviewswillbetogaugehowpeoplearefindingoutaboutPeak PerformanceAthleticcenter,iftheyareawareofthecenterandwhatpeoplearelookingforinanAthleticCenter. MethodologyMethodology:Weconductedthesein-personinterviewsbygoingtotheOSUbaseballgameonFeb.25and interviewingparentswithyoungchildrenwhowouldbeinterestedinPeakPerformanceAthleticFacility.Wealso wenttoPeakPerformanceonFeb.19,andFeb.24,andinterviewedcurrentmemberswhohavechildrenthat utilizethefacility.WeinterviewedthecurrentmembersatthefacilitywhiletheirchildwaseitherparticipatinginRed Dirtbaseballpracticeorparticipatinginaone-on-onelesson.Weobtainedtheinformationfrom theinterviewsby notetakingandaudiorecording. SampleSample:Theotherprimaryresearchusedwaspersonalinterviews.Participantswereparents’ages30-40withkids’ interestinplayingbaseballorsoftball.InterviewsweregiventobothparentsofkidsinvolvedwithPeakPerformance andRedDirtBaseballaswellasparentswhocouldbepotentialcustomers.Theseparentshaveyoungchildren ages7-14.Accordingtosecondaryresearchtheseparentsfallinthemiddletoupperclasscategory,making $65,000to$150,000dollarsayear.EachparticipantresidesinStillwaterorthesurroundingarea. PotentialInterviews 1. HaveyouheardofPeakPerformanceAthleticCenter? 2. Doesyourson/daughterparticipateinbaseball/softballatanylevel? 3. Isyourson/daughterinterestedinplayingcompetitivebaseballorsoftball? 4. WhatareyoulookinginanAthletictrainingcenter? 5. Wouldyoubeinterestedinone-on-onelessonopportunitiesforyourson/daughter? 6. WhatisimportantforyoutofindinaCoachofateam foryourchild? 7. Howimportantislocationtoyouwhendecidingtobecomeamemberofatrainingfacility?Explain. 8. Howmuchwouldyoupayforaone-on-onelessonfora1-hourtimeperiod? 9. Areyoucurrentlyamemberofabaseball/softballathleticcenterinanothertown? a. Ifso,whatdoyoulikemostaboutthecenter? b. Whatdoyouthinkcouldbeimprovedupon? CurrentCustomerInterviews 1.HowdidyouhearaboutPeakPerformanceAthletic Center? 2.WhatbenefitsdoesPeakPerformanceprovidetoyou? 3.WhatqualitiesdoyouenjoyaboutPeakPerformance? 4.Whataboutthefacilitydoyouthinkcanbeimproved? 5.Whatdoyouknowaboutyourcoach’sbackg5.Whatdoyouknowaboutyourcoach’sbackground? 6.Whatareyouimpressedwithmostaboutyour coaches? 7.Whatdoyoufindmostvaluableaboutthetraining? 8.DoesyourchildparticipateinRedDirtBaseball?(Ifno, gotoquestion10) 9.Ifso,pleaserateyouroverallexperiencewiththe9.Ifso,pleaserateyouroverallexperiencewiththe team. 10.Doesyourchildparticipateinone-on-onelessons?(If no,gotoquestion15) 11.Ifso,whatarethebenefitsoftheselessons? 12.Whatlessonswouldyouliketoseemoreof? 13.Doyoufeelliketheone-on-onelessonsa13.Doyoufeelliketheone-on-onelessonsare competitivelypriced? 14.Doyouthinkthelessonsprovideyourchildwithhigh qualitytraining? 15.DoesyourchildparticipateinclinicsatPeak Performance?(Ifno,gotoquestion18) 16.Ifso,whathaveyougottenoutoftheseclinics? 17.Wouldyouliketoseemoreclinicsoffered? 18.AsPeakPe18.AsPeakPerformancecontinuestogrow,whatdo youexpectinthefuture?(i.e.tournaments,moreteams, softballclinics,ect.) 19.Doyouutilizewalk-inhours?(Ifno,gotoquestion21) 20.Ifso,whatfor?(pitching,hitting,fielding?) 21.Howmanychildrendoyouhave? 22.Howmanyofyourchild22.HowmanyofyourchildrenparticipateatPeak Performance? 23.DoyouresideinStillwater? 24.Whatmediaoutletsdoyouuse? 25.Wheredoyougetyournewsinformationaboutlocal businesses? 26.26.WouldyourecommendPeakPerformanceAthletic Centertofriends? 27.Overall,pleaserateyourexperiencewithPeak Performancefrom 1-10withabriefexplanation.
- 23. Survey-Softball •Twenty-oneoutof52respondentsplayedsoftballinhighschool. •Seventeenoutof21studentswhoplayedsoftballinhighschoolareinterestedorsomewhatinterestedin coachingyoungathletes. •Seventeenoutof21studentswhoplayedsoftballinhighschoolbelievetheyhaveatleastmoderate knowledgeofthesporttoprovidecoachinglessons. Survey-BaseballSurvey-Baseball •Twelveoutof52respondentsplayedbaseballinhighschool. •Elevenoutof12respondentswhoplayedbaseballinhighschoolareatleastsomewhatinterestedincoaching youngathletes. •Elevenoutof12respondentswhoplayedbaseballinhighschoolbelievetheyhaveatleastmoderate knowledgeofthesporttoprovidecoachinglessons. Interview-CurrentUsers–Coaches Thecoachingstaffisseenasprofessionalandorderly,teachingyoungathletesleadershipandothervaluesalong withbaseball.Becausetheyareyoungandexperienced,theygivegoodadvicethatchildrenfindeasytolisten to.Thereisasurplusofcoachesforeachsession–peopleenjoythefocusontheirownchild. Interview–CurrentUsers–RedDirt Peopleseethepotentialforgrowthandlearningopportunityintheleague.Becausenoneofthecoachesare parents,thereisnofavoritism andeachchildgetstreatedfairly.BecauseRedDirtisheadquarteredatPeak Performance,peopleenjoythesupportandpositiveatmosphereofthefacility. Interview–CurrentUsers–TheFacilityInterview–CurrentUsers–TheFacility PeakPerformanceiskeptneatandorderly.Theimprovementsthatpeoplehopedforareinthelong-term plan ofPeakPerformancealready.Everythingneededfortheleague,lessonsandclinicsareallinoneplace. Interview–CurrentUsers–InformationObtainment PeoplemostlylearnedaboutPeakPerformancethroughwordofmouth.SocialmediaandEmailsarethe communicationmethodofchoicefortheinterviewedparents.Radiowasmentionedmultipletimesasa primarysourceofnewsandinformation. Interviews–PotentialUsers–Whatpeoplearelookingfor:Interviews–PotentialUsers–Whatpeoplearelookingfor: Aprogram thatbuildscharacter.Parentsarelookingforcoachesthatteachchildrenvaluablelifeskillsonandoff thebaseballfield.Apositivelearningenvironmentthatisstilleffectiveingivingkidstheskillstheyneedtobea successfulbaseballplayer.Parentswantafacilitythatisbotheffectiveinbuildingachild’sfundamentalskillsand cancorrectproblemsinapositivemanner.Acompetitiveatmosphere.Parentsarelookingforaleaguethatis bothfunandcompetitive.Theywanttheirchildrentoplayagainstanaboveaveragecompetitionlevelsothat theirchildmayimproveasabaseballplayer. Interviews–PotentialUsers–Awareness WhenparticipantswereaskediftheyhadheardaboutPeakPerformance83percentsaidyesandonly16 percentsaidno.AmajorityofparticipantssaidtheyhadheardaboutPeakthroughwordofmouth.Participants heardaboutthefacilityfrom otherfriends,parentsintheirchild’sbaseballleagueorvariouscommunitymeetings. ParticipantsalsosaidtheyhadseenPeakPerformanceontheinternet.AmajorityofparentsuseFacebookand emailastheirmeansofgatheringinformationaboutlocalbusinessesorevents. Interviews–PotentialUsers–FacilityLocation Everyparticipantagreedthatthelocationisanimportantwhenchoosingabaseballfacility.Amajorityof participantssaidtheywoulddriveatleast45minutestoafacilityandonlyafewsaidtheywouldnotleave Stillwater.Participantslikeconveniencewhenitcomestolocation.Theytalkedabouttheireverydayschedule andhowbusyitwasrunningkidsaroundtovariousactivities.Themoreconvenientafacilityitis,themorelikelya baseballparentwouldbetousethefacility. Interviews–PotentialUsers–SpecificInterests Everyparticipantsaidtheywereallreadyinvolvedinacompetitiveleagueorwereinterestedintheirchild playinginacompetitiveleague.Amajorityofparticipantssaidtheywouldbeinterestedinoneononelessons withlessonsinpitching,battingandfielding.Participantswerewillingtopayanywherefrom $15to$50foraone hourlessonwithacoach.