Launch campaign proposal for Gintas Combat; a new mixed martial arts gym who tasked Firstwave to drive company awareness and membership through a use of local media activity.

1. April 2011

2. So, what are you going to see...
• A breakdown of our recommended campaign activities
• Which together, provides a well structured, varied & impactful campaign
• Strong focus on immediacy but also considerations for future activity
• There will be choices to be made and critiquing will inevitable
• We will also provide a recommendation for a promotional mechanic to tie the
campaign together with an engaging call to action
• Presented in pragmatic, clear and concise way
• Prices given are ex VAT and un-negotiated or circa amounts, therefore further
savings of 10% to 15% can be reasonably assumed
• Some of the content shouldn’t be too much of a surprise
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3. Contents
• Brief Reappraisal & Key Tasks
• Competitor Mapping
• Neighbourhood Profiling
• Campaign Phasing Summary
• Campaign Activity Details (1st Phase)
• Promotional Mechanic
• Costings Summary
• Best of Other Ideas (2nd Phase)
• Time Plan / Calendar
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4. Brief Reappraisal
To provide a fully costed proposal that focuses solely on developing a fully
integrated consumer awareness campaign to support the launch of Gintas
Combat, that will ultimately significantly contribute to achieving the membership
objective (minimum c300 to 500 members)
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5. These are the key tasks we carried out
• Internal brainstorm session (4 hours x 2 people)
• Screening session; eliminating the weak, building on the strong (3 hours x 2 people)
• Scoped out the local media landscape via desk research (2 hours)
• Review competitors – costs, product offering, facilities via online (2 hours)
• Contacted all relevant media agencies (40+ calls & copious emails, 5 hours)
• Liaised with event venues, promotional agencies (10+calls, 1 hour)
• Spoke with Push digital agency (1 call + emails, 30 mins)
• Visit to Watford Town Centre (3 hours x 2 people)
• Spoke to target consumers to gain valuable insights (6 targets, 1 hour)
• Refined, improve / ’sweat’ each element of the plan (3 hours)
• Compiled the comprehensive plan document (12 hours)
• ...plus, other unrecorded conversations, emails and correspondence
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6. Martial Art Competitor Mapping (within 7 mile radius)
Lifestyle
Friendly
Modern
Area of Opportunity
Territory of GC
Single Multi
discipline disciplines
(named) (mixed)
Hard Core
Aggressive
Traditional
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7. There are 3 main consumer types in the local catchment area
CRASH PAD PROFESSIONALS (Central Watford)
• 26 – 40 Year olds
• £50k + gross household income
• Living as Married
• Less likely to have children in their household
• Over index in the ABC1 Social grade
• With houses and flats owned worth between £180k - £600k
• Commute by Train, Dinner parties, Theatre, Gyms, Starbucks
FOOTLOOSE MANAGERS (Hemel Hempstead/Oxhey/North Watford)
• 31 – 50 Year olds
• £40k + gross household income
• Living as Married with a high proportion being divorced
• Less likely to have children in their household
• Over index in the ABC1 Social grade
• With houses and flats owned worth between £150k - £300k
• Commute by train, Cinema, Socialising, Internet, Football
GARDEN SURBURBIA (Bushey/Harrow)
• 31 – 50 Year olds
• £60k + gross household income
• Living as Married, well established in the community
• Likely to have two children in their household
• Over index in the ABC1 Social grade
• With houses and flats owned worth between £250k - £500k
• Commute by Car, Eating out, Shopping, Internet, Cinema, Gardening
Information from MOSAIC post code analysis
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8. Proposed campaign utilises a wide variety of media types
Outdoor
Press Advertising Cinema
Website
Search
Engine
Promotional Offer
PPC
Experiential Digital Social
Networks
Leaflet Drop
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9. Awareness Campaign Phasing
1st PHASE 2nd PHASE 3rd PHASE
First 3 months of launch 3 to 9 months of launch 2012 onwards
• Selected Leaflet Drops • Selected Leaflet Drops • Local Event Sponsorship
• Outdoor Poster Media • Watford FC Partner Package • Working with Schools
• Outdoor Gateway Media • West Herts College Fair • Community Projects
• Local Press Advertising • Local Press Advertising • Charity Events
• Cinema Advertising • Local Press Inserts • Local Press Advertising
• Experiential Event • Local Directories • Digital Media (via Push)
• Digital Media (via Push) • Reciprocal Business Opps. • Social Media
• Social Media • Digital Media (via Push)
• Opportunistic PR • Social Media
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10. 1st Phase: Selected Leaflet Drops
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11. Selected Leaflet Drops
ACTIVITY
Place branded A5 on car windscreens at selected targets
• Gyms and leisure centres Private gyms are
• Station car parks
considered but there
• Colleges and universities
• Shopping centre car parks (not allowed in Harlequin) are concerns about
executing this activity
ADVS on their ‘private’
Highly targeted | Low cost | High volume property.
DISADVS
Time consuming | Can be viewed as unprofessional | Unpredictable weather
ADDED VALUE
Little wastage, leftover flyers can be used during other activity
COSTS
Artwork origination = c£300 (£75ph x 4hrs)
A5 5k 300gsm s/sheet = c£250
Assumed distribution carried out by the Gintas team (if not then £350 to deliver at selected targets)
LEAD TIMES
Approx 1½ to 2 weeks
REACH
Btw 3k to 5k
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12. 1st Phase: Press Advertising – Local Media
------------------------- ------------------------- ------------------------- -------------------------
Paid For Free Issue Free Issue Free Issue
Circulation: 17,243 Circulation: 38,118 Circulation: 37,754 Circulation: 11,000
Readership: 49,266 Readership: 80,577 Readership: 87,608 Readership: 17,500
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13. Press Advertising – Local Media
ACTIVITY
To create impact press adverts in targeted high volume local media
ADVS
Large potential audience in specific geographical area | Gives the brand a local identity
Highly read media | Ability to provide readers more detail about the gym
Flexible (different sizes) | Readers can re-read the ad many times | Utilise last minute deals (great value)
DISADVS
Poor paper quantity limits creativity | Must stand out against the clutter
ADDED VALUE
In conversations with the newspapers, they have shown interest in the business and as a
result we have begun to build up warm relations. This has lead to discussions about potential
PR opportunities. Suggestions have included;
Features by Gintas on...
New way to get fit for the Summer!
Top Tips on fitness by Gintas
Kids try something different for Summer Fun
Also there is a possibly of journalist attendance at a Launch Event and Harlequin
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14. Press Advertising – Local Media
COSTS
------------------------- ------------------------- ------------------------- -------------------------
¼ page sports = £276 ¼ page sports = £266 ¼ page sports = £255 ¼ page sports = £175
½ page = £693 ½ page = £630 ½ page = £610 ½ page = £300
Full page = £1,115 Full page = £1,050 Full page = £1,000 Full page = £500
Wrap = n/a Wrap = £4,000 Wrap = £3,000 Wrap = £1,600
Recommend not to advertise in Watford Observer, lower circulation but same price as
others (this is simply because paid publications are deemed higher value as people pay
for it, therefore more probably of reading it), in this case the cost doesn’t warrant the high
premium
14

15. Press Advertising – Local Media
COSTS
½ page ad x 1 week in Watford Free & Harrow Observer = £1,240
1 page ad x 1week in Elstree & Borehamwood Times = £500
Artwork 8 hours @ £75 = £600
Total = £2,550
LEAD TIMES
1 week (excluding artwork)
AUDIENCE
c88k circulation
c185k readership
CONTACT
The Watford Free & The Harrow Times (& Watford Observer): Aled Evans 01923 206 567
Borehamwood & Elstree Times: Steve Saunders 020 8359 5959
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16. 1st Phase: Outdoor Media – Posters
6 sheet poster
48 sheet poster
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17. Outdoor Media – Posters
ACTIVITY
Create poster adverts, on platforms and walkways at Watford Junction Station
• Having visited the station and reviewed the media pack, we recommend the
use of 6 and 48 sheet poster sites
ADVS
High volume of traffic, 130k+ per wk | Commuters have higher levels of disposal income
Ability to create impact | Lengthy dwell time | Positioned on platforms viewed by London bound passengers
DISADVS
Must keep the message simple
ADDED VALUE
Poster has potential to be viewed twice per day
COSTS
48 Sheet (x1) for 2wks = £635
6 Sheet (x4) for 2wks = £1,340 (£335 each)
Artwork requirement = c£450 (£75 ph x 6hrs)
LEAD TIMES
Approx 2 weeks (excluding artwork)
AUDIENCE
c130k with multiple opportunities to see
CONTACT
Yvonne McCusker @ Transport Media: 0845 120 2470 17

18. 1st Phase: Outdoor Media – Gateway Advertising
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19. Outdoor Media – Gateway Advertising
ACTIVITY
Create column and gate advert on the concourse side at Watford Junction Station
ADVS Columns could show
Dominate impactful & create | Interactive as audience walks through your message the difference types of
High levels of recall | Complements the poster advertising | Eye level people in a ‘combat
pose’, indicating the
DISADVS
universal appeal of
During busy times, a crowded exit may not allow the full impact to be experienced the gym.
A challenging design task
ADDED VALUE
Viewed in the same light as a national advertiser
COSTS
5 Gateways for 2wks = £1,500 Suggest running this
Artwork requirement = c£450 (£75 ph x 6hrs) activity after week 1 of
the poster campaign.
LEAD TIMES So week 1 posters
Approx 2 weeks (excluding artwork) only, week 2 both,
AUDIENCE week 3 gateway only.
c130k with multiple opportunities to see
CONTACT
Yvonne McCusker @ Transport Media: 0845 120 2470
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20. 1st Phase: Cinema Advertising
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21. Cinema Advertising
ACTIVITY
To feature a show reel advertisement on cinema screens at the Vue Watford
ADVS
Blockbuster films
Captive audience | 100% of the viewers attention released in June inc;
Uses sounds, vision and motion to bring the brand to life Transformers, Harry
DISADVS Potter, Captain
Relatively high cost to produce show reel | Can’t target individual films America & Green
Pre-book seats, therefore some people are arriving just as the film begins Lantern
ADDED VALUE
Able to utilise show reel across numerous mediums e.g. website, social media, blogs, presentations, events
COSTS
30 sec ad @ 3 times per week across 8 screens for 1wk is 168 airings = £4,000
Recommendation of 2 weeks = £8,000 Show Reels
Production of advert/film = c£5,000 to £6,000 The right way
www.gymbox.com
LEAD TIMES
Approx 3 weeks (excluding filming) The wrong way
AUDIENCE http://www.taekwondo
c12.5k for the week -rickmansworth.co.uk/
CONTACT
Sophia Robinson @ Digital Cinema Marketing: 020 7534 6363
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22. 1st Phase: Experiential – Live Brand Experience
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23. Experiential – Live Brand Experience
ACTIVITY
To showcase the brand at the Harlequin shopping centre in an engaging and interactive way
• Create mini demonstrations sessions by the trainers & core members (inside boxing/MMA ring)
• Provide materials about the new gym; including class types, timings & pricing information
• Ability to sign-up new members and book classes via on-line
• One day event, on a Saturday in June
ADVS
Delivers a great brand experience | Brings brand to live | Creates excitement & talkability
Engage with potential clients face-to-face | Clients get to meet the trainers & ask questions
Targets the local community | Good mix of consumer age groups | Centre has large footfall (77k on a Sat)
Prime location – key stores surrounding space are; M&S, HMV, Burton’s & Footlocker
DISADVS
Multi faceted activity requires meticulous planning | Relatively high cost but (high reward)
ADDED VALUE
• Participate in the Harlequin Watford Staff Card Scheme which is issued to all staff
working at the mall entitling them to varies discounts
• Able to leaflet drop directly in store to 146 individual retailers highlighting the staff offer
• Free web presence www. theharlequin.uk.com
• Potential to get local journalists down the cover the event and feature in their paper
• Create further interest/engagement with free prize draw or ‘try on’ a real WWE belt
• Provides visual collateral for social media content
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24. The Site in Action – Space being used for a bi-annual fashion show
Site # E4: 16m x 8.5m 24

25. Experiential – Live Brand Experience
COSTS
Space & Facilities £3,175
H&S and Fire Certification £500
Public Liability (via Classico) £0
Staff GC team
2x promotional staff (+clapper boards) £500
MMA ring + delivery + set up + breakdown £1,500
PA system, microphone + engineer (via Classico) £750
Stand hire £500 to £1,000
Stand materials / artwork / apparel £750
Total £7,500 to £8,500
LEAD TIMES
Booking time is 3 weeks (currently 11th,18th & 25th of June available)
AUDIENCE
c77k for the day
CONTACTS
Priti Patel @ The Harlequin Watford: 01923 358 014
Emily Codling @ Brandspace: 020 7227 3710
Hillary @ Boxingringsuk.com: 07749 690236
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26. Experiential – Live Brand Experience
ALTERNATIVE TO THE MMA RING – GREEN SCREEN PHOTOGRAPHY
Green Screen is a quick and simple interaction and provides
consumers with a photo that creates a exciting brand interaction
• A great way to attract traffic to our site
• It’s fun, creative, interactive and has massive crowd pull
• Provides critical dwell time to speak with potential clients
• Participants receive branded photography keepsake
• High branded presence (...taken into the home)
How it works
• Picture is taken against a green screen
• Green background is then digitally replaced by an alternate pre
designed background image
• A foreground image representing the brand is also added
• Picture then printed on-site
• Picture placed into branded paper frame
• Provides a memorable keepsake
Costs
• Circa 300 to 400 photos produced per day
• £2.5k (background, set up, printing, photos, frames, de-rig)
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27. This proposal contains all crucial elements for success
• Targets a selected range of audience groups
• Good coverage within local catchment areas
• The average OTS (opportunities to see) is over 2½ times
• Employs a varied mix of media / communication platforms
• Includes direct interaction with the brand
• High impact short burst activity with a sprinkling of longevity
• Expenditure works hard & aim to ‘sweat’ every £1 spent
• ....and a strong promotional element (call to action)
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28. Recommended Promotional Mechanic
Free session
with no obligation to join!
Book now at gintascombat.co.uk
• It’s crucial that we remove as many barriers to entry as possible
• Therefore this mechanic offers consumers a risk free initiative
• In affect, it’s a ‘try before you buy’ incentive
• This mechanic is popular in this industry – see opposite
• The word Free is impactful and leading the communication
• Place offer on all media activity where appropriate
• As drop-outs will occur, worth over-booking the session
• Direct communication with attendees both pre & post free trial should be undertaken
• Media RoI can be loosely measured by having a ‘where did you hear about us drop
down box’ on the website as part of the booking process
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29. Promotional Mechanics of other ‘gyms’ to drive trial
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30. 1st Phase: Pricing Options
ACTIVITY AUDIENCE HIGH PLAN MED PLAN LOW PLAN
LEAFLET DROP 5,000 £600 £600 £600
OUTDOOR £2k £2k £2k
POSTERS
130,000
OUTDOOR £1.5k £1.5k
GATEWAY 
LOCAL PRESS 185,000 £1.8k £1.8k £1.8k
CINEMA 12,500 £8k
 
EXPERIENTIAL 77,000 £8.5k £8.5k £8.5k
ARTWORK & n/a £5k £5k £4k
IMAGES
VIDEO n/a £5.5k £5.5k

SUB TOTAL 390,000 £33k £25k £17k
Suggest still produce the video in Medium Plan despite removing the Cinema activity
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31. How much should we spend on Marketing in Year 1?
500 MEMBER 400 MEMBER 300 MEMBER
TARGET TARGET TARGET
Average Monthly Rev per Member £50 £50 £50
Average Annual Rev per Member £600 £600 £600
Total Year 1 Revenue £300,000 £240,000 £180,000
Year 1 Marketing % 20% 20% 20%
Year 1 Marketing Spend £60,000 £48,000 £36,000
Need to include the following into the marketing spend
• 1st Phase Plan (c50% of budget)
• Launch Night (c2.5% of budget)
• 2nd Phase Plan (c20% of budget)
• Digital / Social Media Monthly Support (c7.5% of budget)
• Continuous Marketing Management Support (c15% of budget)
• Contingency Funds (c 5% of budget)
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32. The Best of the 2nd Phase: Watford FC Package
By Official Appointment Package
Watford‘ FC aim is to build and develop a mutually beneficial partnership where they
look to develop GC’s client base through a host of promotional activities/marketing
strategies assisted foremost from the relationship/link with the football club
• Official use of the Watford FC logo on stationary, websites etc
• Feature at least 2 website stories throughout the season
• Invited to join networking events (minimum 4)
• As an official partner there will only be one Martial Arts business involved
• GC will feature in all home match day programmes and on the official website with
a hyperlink to our website
• 2x ½ page programme ads – (3k sold per game)
• 2x big screen messages
• Leaflet drop 400 corporate clients on a match day
• 4 people invited enjoy full corporate hospitality including a 2 course meal
• Joint marketing meetings to discuss further opportunities every 6 / 8 weeks
COSTS
Year 1 special introductory price of £1,495
Year 2 = £2,495
CONTACTS
Martine Capitelli – 01923 496 371
martinecapitelli@ watfordfc.co.uk
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33. The Best of the Others
WEST HERTS COLLEGE
• Attend both Summer Fair & Fresher's Week
• Poster presence on site
• Presence on heretohelp@westherts.ac.uk
LOCAL BUSINESS
• Build relationships with other local businesses that target a similar consumer
s e.g. local sport retailers, nightclubs, health bars, spas
• Introduce contra deals to local businesses: leaflet / merchandise swaps and
gift voucher offers
DIRECTORY PRESENCE
• Yell.com
• Thompson Local
• Best of Watford
SPONSORSHIP
• Fun Runs (e.g. Bluebell Fun Run) / Fun Days
• Cage Fighting Events at the Watford Coliseum
• High Profile Charity Events
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34. 1st Phase Time Plan
weeks to launch
-4 -3 -2 -1 0 1 2 3 4 5 6 7 8 9 10 11 12
SOCIAL MEDIA
SEO & PPC
LEAFLET LEAFLET
PARTY
PRESS
OUTDOOR
CINEMA
EVENT
PR PR
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