CLIENT: Bikram Yoga Oswego
Transcript of CLIENT: Bikram Yoga Oswego
Danielle FerraraKayce McGee
Shawn MacMillanAccount Managers, WSYR-9
Who We Are
Channel 9 local ABC affiliate
Target demographic (daytime audience):
Females 18-54
What Can We Do For You?
Advertise during female-driven shows that will cater to the
predominately female yoga clientele
23%
77%
Male-Female Ratio of Yoga Students
Male
Female
Market Research – Oswego, NY
53%
15%
21%
11%
OccupationManagement professionals, sales/office
Production/transportation
Service
Construction/maintenance
31
34
Male Female
Average Age
48%52%
Gender
Male
Female
38%
18%
6%
11%
9%
Education
High school graduateSome college
Associate's degreeBachelor's degreeGraduate/Professional
Your Needs Analysis
Strengths:
• Pricing/packages
• Location
• Facility
• Up-to-date certification of instructors
Weaknesses
• No advertising
• Fear of the unknown – hot yoga isn’t as popular as standard yoga
Opportunities
• Hot yoga is a major trend that we want to advertise
• More campus/community involvement regarding wellness
Threats
• Competition studio (North Coast Yoga)
• Consumer fear of committing to a strange new workout
Our Goals & Strategy
Generate a larger, more stable client base
Highlight affordable service rates and
historic amenities (in comparison to other
studios)
Increase awareness in the community – Bikram
Yoga Oswego is one of two studios in the area
Gain at least five lasting members from another
competition studio
Objectives & Goals
Produce a 30 second television spot which would feature a busy mother escaping to Bikram Yoga Oswego. Highlight the gorgeous facility and affordable packages. Spots will air during the daytime (10a-4p) and primetime (8p-11p)
as added value
Strategy
“Escape To Bikram Yoga”
SFX: Kids screaming, running around, dogs barking, phone ringing, television blaring (03/03)
Camera: Mom sitting at kitchen table, staring at bills. Hand on head, looking exhausted and stressed.(03/03)
SFX: Front door slams, kids screaming out "DAD'S HOME!” and running to the door (03/06)
Camera: Mom’s face brightens. Kids run past her in the background towards Dad. Mom runs to Dad, hugs him, takes the keys and leaves. (03/06)
SFX: Peaceful music. (03/09)
Camera: Close-up of Mom at Bikram Yoga in a peaceful yoga pose with eyes closed and smiling. (03/09)
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“Escape To Bikram Yoga”
SFX: Peaceful music (15/24)
ANNCR: Escape to Bikram Yoga, the most luxurious and affordable place to practice hot yoga in Oswego. Come visit our studio, located in the historic Kingsford Mansion on West Third Street. Take advantage of our introductory offer – ten days of unlimited classes for only twenty dollars. (15/24)
Camera: Zooms out from Mom on mat to yoga instructor. Slideshow through shots of the facility.(15/24)
SFX: Peaceful music (06/30)
ANNCR: Expand your mind, body, and focus with us at Bikram Yoga. It’s never too late to start from scratch! (06/30)
Camera: Wide shot of the facility with address and website at the bottom of the screen. (06/30)
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Our Offer To You
•To continue with an 18-month contract (including introductory month):
•Six (6) commercials per day Monday-Friday during daytime (10a-4p) PLUS two (2)
commercials during prime time (8p-11p) as added value
• $19,999
Introductory Package
Six (6) commercials per day Monday-Friday during daytime (10a-4p) for 90 days
$1,000
Return on Investment (ROI):Is This Worth It?
Gross Profit (annual profit
before overhead):
$85,000
18-month advertising contract:$2
0,000
Average sale per customer:
$100$850
$850 new clients in 18 months to break
even on advertising costs
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Join Our Team!
With our advertising
solutions and your business, we can generate revenue and reputation to
contribute to Bikram Yoga’s
continued success!