VSP Long Book Draft 2-1

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Why do you train?

COMMS 485

Meredith Francom

Megan Stauffer

Benjamin Lopez

Bri Hintze

Jared Gay

Amber Singh

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Table of Contents

Executive Summary........ 4Research........ 6SWOT Analysis........ 20Situation Analysis and Core Problem Statement........ 22Goals and Objectives........ 24Publics........ 26Messages, Strategies and Tactics........ 28Evaluation, Criteria, and Tools........ 42Calender and Budget........ 44Communication Confirmation Table........ 46Communication Products........ 48Index........ 82

A communications plan to fill daytime

classes for Velocity Sports Performance.

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Executive Summary

Executive Summary

Problem and PurposeVelocity Sports Performance changed locations in early 2013. The new location offers new op-portunities to increase clientele. Currently, VSP offers classes to children in the afternoon and to adults in the early morning and evening. In order to guarantee profitability, VSP needs to in-crease its adult clientele during daytime hours.

ConclusionsAnalysis of the Northern Utah County fitness industry led to the conclusion that Velocity Sports Performance has the potential to increase its clientele by focusing on three groups: Overweight men and women in Northern Utah County or within a 10 mile radius of the new facility.

Parents of current VSP child-athlete members with a particular focus on mothers Recreationally competitive athletes

RecommendationsAfter careful consideration of each potential public’s demographic data, personal interests and list of influencers the following are recommended ways to reach them.

A “Get Fit” event based on the hit show The Biggest Loser

Booths at the Women’s Expo and the Men’s Expo Social media and email messages

Motivational posters and informational brochures

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Research

ResearchIntroduction

IntroductionYou, Velocity Sports Performance (VSP), stated in an email that your goal is to create a solid, income generating foundation at the new facility with adult clients who consistently come/pay month-to-month. This section explores the local gym industry, the VSP business model and po-tential clients and their work out habits. The results of two focus groups are also included.

Velocity Sports Performance SituationCurrently, VSP’s main clientele includes children age 8 to 19—with a particular focus on high school athletes looking to excel or move up to the college level and pre-teen children looking to improve so they can play on high school teams.

According to video endorsements on the VSP website parents feel positively toward VSP because the coaches are highly qualified. Satisfied students are used in marketing to encourage others to join. The majority of endorsements are provided by children.

Here is an example of what student athletes are saying:“I’ve been coming to Velocity Sports Performance for their sports training program for close

to two months now. Things like prehab and working the hips and hamstrings were new to a vol-leyball player like me. By working the right muscles and learning the correct techniques, I was able to expand my knowledge of injury prevention. This program is great, and I highly recom-mend it to younger athletes.” - Taeko

Here is an example of what adults are saying:“I recently moved back to Utah after living in California for a year and had been going to

Team Quest in Temecula, California for MMA. When I checked out gyms in Utah County & South Salt Lake County, I decided to check out Velocity Sports Performance. Although it is NOT an MMA gym, the work outs are intense.” -Jesse

VSP has been recognized for their knowledgeable and effective coaching staff and their ef-fective workouts which build ability and confidence in their clients. Their limited hours of avail-ability for working adults are an opportunity for improvement. The following review illustrates the point that finding a convenient time to work out at VSP during the day is a typical problem for most adults with jobs. Jess continued, “I really enjoy coming to Velocity, but can’t wait for a more flexible schedule because right now, it’s either early, late or during lunch. I highly recom-mend it.”

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Exercise StatisticsAccording to the Bureau of Labor Statistics, 18% of people over the age of 15 living in Utah are likely to exercise daily—that’s almost 65,000 people in Utah County (2010 census). The num-ber of participants in the national study make the results generally applicable across the United States, and therefore to potential VSP customers living in Northern Utah County.

The BLS also noted that people with higher levels of education are more likely to participate in sports and exercise than their less educated counterparts. Those with a bachelor’s degree over the age of 25 are twice as likely to exercise daily as those with a high school diploma or less.

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Among those surveyed by the BLS, men were as likely as women to exercise alone. Women were more likely to engage in sports activity with family, and men were more likely to engage with friends. In terms of work out duration, the majority of those surveyed, 29%, exercise for 30 to 59 minutes. However, this is followed closely by 25% of those surveyed preferring a time peri-od of sixty to ninety minutes.

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Among those 15 and older, walking was the most popular exercise with 30% participating. This was followed by weightlifting and using cardiovascular equipment. Men were slightly more likely than women to exercise daily. However, work out activity preferences differed greatly with men preferring activities like football, basketball and soccer and women dominating exercises like yoga and aerobics. This is relevant to VSP, in that it validates some current business practic-es, while exposing other fitness opportunities for other demographic groups.

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Activity preference also varies by age. Basketball, football, soccer and baseball were over-whelmingly preferred by those under 24, while running, hiking and weightlifting are dominated by the 25 to 54 crowd. Those over age 55 were the most predominant at walking and golf. Rac-quet sports were equal among all age groups. These age trends illustrate opportunities for adults in the area of basic fitness without reference to a specific sport.Making time to exercise can be a challenge for working adults age 25 to 45. The following chart illustrates the hours working adults prefer to exercise. This chart is especially relevant to VSP which is trying to expand hours for its adult clientele. As shown, working adults prefer to work out early morning before work, around 6 a.m., and after regular work hours between 4 and 8 p.m. This could be a potential threat to VSP’s goal to increase membership and class attendance during the work day.

Overweight Adults in UtahAs shown by the chart below, the overweight population in Utah has continually increased over the last decade. This population needs to get fit and they need help to do it. This represents a significant opportunity to VSP and a currently untapped market. This group of people mainly consists of men over the age of 25 who live in Utah County. They are interested in losing weight for health reasons and appearance.

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WomenA survey of 300 women between the ages of 18 and 60 conducted by research gian SurveyMon-key illustrated the majority (37%) said they exercise one to two days a week (survey monkey). Thirty percent said they worked out three to four times a week. Of those surveyed, nearly half said they preferred to exercise outside. Only 32% are current gym members. The most popular exercise activity was walking.

Those who attended fitness classes had a variety of preferences. The following word cloud illustrates class preferences in terms of size—the bigger the word, the more popular the class.

There are approximately 156,000 women living in Utah County over the age of 19. This large group is mostly untapped by VSP and presents an opportunity for business growth because of their daytime availability and their desire to look good.

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Communication EnvironmentVSP has Facebook and Twitter accounts. However, both are extremely underutilized for the American Fork location. There is a lot of opportunity for connecting on a local level through social media. Corporate VSP has a large YouTube data-base with the highest amount of views (31,709) going to a video about NFL athletes training at VSP. Their biggest target for YouTube is definitely current athletes—specifically football players. The American Fork VSP does not have its own YouTube presence.

The New York location is a good example of how to run a local VSP social media cam-paign. Their use of a gym-specific app, in addition to social media use, is a great model for the American Fork gym. Gold’s Gym has a Provo Facebook page with a bit more engagement and a series of workout videos on YouTube that actually don’t seem to be as successful as the VSP channel. Additionally, the link for the VSP, Lehi location’s website is broken. It would be helpful to repair the 404 error and redirect any old Lehi queries to the new location.

Industry Competition One of the challenges for VSP is potential competition with other local gyms and fitness trainers. Places like Cross Fit and Gold’s Gym are visible and accessible because of multiple locations.

Cross Fit Cross Fit describes its strength and conditioning program as “constantly varied, high intensity, functional movement.”Workouts are typically short—20 minutes or less—and intense, demand-ing all-out physical exertion. They combine movements such as sprinting, rowing, jumping rope, climbing rope, flipping tires, weightlifting, carrying heavy objects, and many bodyweight exer-cises; equipment used includes barbells, dumbbells, gymnastics rings, pull-up bars, kettle bells, medicine balls, and boxes for box jumps.

These elements are mixed in numerous combinations to form prescribed “Workouts of the Day” or “WODs.” Hour-long classes at affiliated gyms, or “boxes,” typically include a warm-up, a skill development segment, the high-intensity WOD, and a period of individual or group stretch-ing. Performance on each WOD is often scored and/or ranked to encourage competition and to track individual progress. Some affiliates offer additional classes, such as Olympic weightlifting, which are not centered around a WOD.

Due to the nature of most of the workouts, particularly the tendency to put a focus on com-pleting circuits as fast as possible, proper exercise form can be ignored. When that happens, inju-ry becomes extremely likely. Anecdotally, it seems like a lot of the Cross Fit participants suffer significantly more injuries than most weightlifters.

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Another concern is the recommendation that people perform the WODs posted on the main Cross Fit website on a regular basis unsupervised, despite individual fitness level. Some boxes don’t advocate that practice, and instead create custom scaled programming for each individual. However, custom work outs are not approved by corporate Cross Fit.

Lastly, there seems to be a serious cult attitude surrounding some areas of Cross Fit. The trainer that runs a local box has other education and certification but confessed to needing to be discreet about any modifications or scaling he uses, because the corporate office comes down on trainers who have voiced concerns about the program in the past. One person even described their experiences with Cross Fit by calling it “the Scientology of fitness.”

The largest problems with Cross Fit seem to stem primarily from the capabilities, or lack thereof, of the trainers at the facility you attend. Unless you’re already at a fairly high level of fitness, attempting to follow the Cross Fit program straight off the main website without having any guidance by a certified trainer seems dangerous at best. Cross Fit’s one-size-fits-all approach greatly differs from VSP’s careful attention to each client. The cost of an unlimited membership is $100 per month, compared to $65 at VSP. Overall, VSP provides a safer workout out at a better price.

Personal Training While there are several benefits to getting a personal trainer, the cost is still much higher than VSP workouts. However, as VSP uses a coaching model clients are privy to many of the advan-tages associated with a personal trainer without the limits.

Pros of Hiring a Fitness TrainerThe most obvious benefit gained from hiring a personal fitness trainer is the trainer’s specific knowledge and expertise about health, fitness, nutrition and mental well-being. However, it may be a challenge to find a personal fitness trainer that is well-versed in all of the aspects associated with good health. Personal fitness trainers are just like any other service-oriented profession (i.e. real estate agent, doctor, accountant etc.); it is typical to cycle through a few until the ideal train-er is found. A trainer will be able to provide expert knowledge related specifically to each specific body type and each individual’s fitness goals.

A personal fitness trainer will be able to maximize results and minimize workout. A personal trainer will be able to periodically modify workout routines to ensure a continual state of devel-opment. Personal trainers are also great a motivating clients and holding them accountable.

Cons of Hiring a Fitness TrainerOne of the disadvantages associated with personal trainers is the cost of hiring one. Most con-

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sumers perceive value and money as one. In order to find a personal fitness trainer that is qual-ified, knowledgeable in a large number of fitness and health topics, and someone consumers feel comfortable with, they are going to have to make a financial investment. In this case people believe they get what they pay for.

Another concern with hiring a personal fitness trainer is the difficulty in accurately evaluat-ing their level of knowledge, dedication and personal commitment after one meeting. That being said, it is a good idea to ask each potential personal trainer for a list of references including indi-viduals they have train currently and in the past.

One reason for this level of caution is that there is an incredibly high turnover rate among fit-ness trainers. In addition, many fitness trainers have no more than an average level of knowledge regarding the human body and the specifics of how it actually functions. Just because a fitness trainer is certified does not mean that they are competent in the field of health and fitness. How-ever, as VSP only highers credentialed coaches with extensive education and experience, cons

associated with trainers are not a concern.

Focus GroupsPart of our research to determine the current situation with VSP potential clients included two focus groups. Women with young children under the age of thirty comprised the first group. Group two consisted of employees from the local company Orange Soda. The following are themes and suggestions covered by the focus group subjects.

Group 1 – Women under 30 with childrenGoing with someone makes a differenceTime commitment prevents them from going, but it also depends on the activityDon’t want to pay the gym fee, might not use it, costs nothing to workout at home, fear of the

unknownWomen size each other up, uncomfortable with the environment - what to wear, self-con-

sciousDon’t want to take kids to a gym babysitter, fear of not knowing who watches your kidsThere’s not a sport they would train for - general fitness is more importantMorning times are best, before the day starts; it’d be nice to exercise with your kids - no other

place does thatMedical facts about workouts for new mothersMonth-to-month membership is better than annual membership contractZumba has challenges for each time you go; encourages you, targeted to women (Zumba also

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Research Researchincludes recipes to eat healthier)

Ideal price for gym membership - around $20 per monthSummary: For VSP this means that women with young children are interested in working out

only if it is convenient to them and their childcare needs. As they don’t generally have a sport they train for, they are interested in help with general fitness needs and getting back their pre-ba-by body. However, they are self-conscious about working out around others who are fit.

Group 2 – Orange Soda employeesCurrently part-time employees pay $20 per month for a Gold’s Gym membership; full-time

employees pay $9. The amount is taken directly out of the employee’s paycheck so most don’t even realize that they are paying it.

Focus group participants give exercise a high priority and use it as an activity to socialize with friends and co-workers. Men usually workout three to six times each week, women, two to three times per week.

All focus group participants workout at Gold’s Gym and one person works out at a class at school.

They go to Gold’s because of convenience (proximity), friends, and work discount. It is the best option in the area.

Men use weights as their primary method of exercise. One participant said 75% of his work out is lifting.

Men also perform cross-fit/cardio, heavy training and plyometrics exercises. Men feel that cardio takes too long but it is the most common method of exercise for women.Personal motivations for participants include increased strength and low body fat.Participants have recently participated in a company health competition for a t-shirt and

medal. A group of participants have a competition with friends to receive a cash prize.Participants haven’t had good experiences with personal trainers in the past. They feel that it would be just as effective to research what to do online and workout with a

friend of similar ability. One participant said that he would be interested in working with a personal trainer if the pro-

grams were designed for specific sports or to get specific results. They would also like the trainer to help with diet tips and guidelines. Women are more open to receiving instruction from a personal trainer (preferably also a

woman) and believes it would help them be more accountable.Most were not familiar with VSP and are not sure what they do. They believe their work outs are similar to Cross Fit. Some like the group format of VSP be-

cause it would push them to work harder. Others are more recreational gym-ers and don’t find it appealing to have a personal trainer.

The most convenient and effective time to work out for full-time employees is lunch time, and they limit their workout to one hour. Some would like to exercise longer. Part-time employees usually attend the gym after work.

Many don’t like Gold’s Gym because it is so busy and too many people work out there. Some don’t mind the crowds but just want to be able to do their work out without others getting in the way.

Positives about Gold’s Gym identified by participants include high quality equipment (i.e. treadmills and open space), cardio cinema and company discounted price.

An ideal gym for participants would include: cross-fit equipment, cables, and large amounts of equipment (free weights and machines) so that there isn’t a wait, and open areas not taken by classes for alternative workouts.

Participants would prefer having free weights and machines over having an open area. Addi-tional wish list items include: racquetball and basketball courts, indoor track, child care, massag-es.

Most participants would only pay for a personal trainer if it came with the membership and wasn’t overpriced. One man said he would be willing to pay $30-$40 if it came with membership. Consensus from other group members said no more than $30, but ideal would be $20.

In order to change gyms, focus group members said that the competing gym would have to be on the same level in terms of quality of equipment, have a lot of weights and space, and be cleaner. But the biggest factor would be a competitive price.

Approximately 75 percent of Orange Soda employees are under the age of 30 and just starting out. Price is very important.

Summary: Employees of the businesses in the local business park are interested in working out during the work day, this could represent an opportunity for VSP. This also represents a chal-lenge as many employees already have gym memberships. However, many from this group are interested in receiving further fitness and nutrition instruction that they aren’t currently getting from their current gyms. Generally full-time employees prefer to exercise during their lunch hour, part-time employees prefer after work. This could work to VSP’s benefit as they have class-es available at these times.

Disclaimer: These focus groups represent a small cross section of people and are by no means meant to be exhaustive of completely representative.

Potential Public ProfilesWomen in Utah CountyThere are more than approximately 156,000 women over the age of 19 in Utah County. When

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ResearchResearchit comes to working out, women worry about the environment in the gym and would rather have the company of others they feel comfortable with so they don’t feel self-conscious. If they are mothers, they may also have to take extra time to make childcare arrangements—limiting the time available for working out. In general, women are very particular in their workouts and have a harder time staying motivated to go on a consistent basis. They are motivated by the social as-pect of working out, but intimidated by the way other women look. Third-party influentials may include friends, spouses and family.

Working adultsWhether part-time or full-time, the adults working in the business park surrounding VSP are career driven, focused employees. While several have gym memberships subsidized by their employer they still may have difficulty getting to the gym. This public is motivated to work out because they want to lower their body fat. They like work out facilities with state-of-the-art equipment, convenient locations and fair prices. They don’t like to feel crowded while working out. They enjoy the social aspect of working out and are influenced by their peers, family and pop-culture icons.

Current MembersVelocity Sports Performance has a strong foundational base of clients with most consistent

members being school-age athletes from third grade and up. These current clients fill most hours after 4:00pm. This public is motivated by their personal aspirations in athletics and push-ing themselves to the next level. Third-party influentials include parents, friends, coaches and teammates. The current adult clients can only make time to work out either before work hours, during the lunch hours, or later after work. These adults are limited to their time, and fill time slots when they have an extra hour or two. Working adults are motivated by their own health obligations and the time to clear their mind and not worry about work and personal responsibil-ities. Their third-party influentials include their families, friends and coworkers.

Recreationally Competitive AthletesDemographically speaking, people who participate recreationally in races are both male and fe-male and any age. They may or may not have been athletes in the past, but they are dedicated to becoming something. Whether they race for fitness or because they love their event, those who are successful have a support network of friends and family who influence them and help them succeed. This safety net is imperative to training success. This group of people includes goal setters who want to push themselves to improve. However, some may need an outside source to help them along, whether it’s a training partner or a coach. Many members of this public see

training and racing as a social activity, and they enjoy the relationship building aspect of train-ing. Most like to train early in the morning and on the weekends. They are motivated by a desire to finish the race. Some are motivated by a desire to win. Those who want to focus on training also like to include special diets along with supplements to increase performance. However, many do not include training outside of their event. This could be an opportunity for VSP.

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SWOT Analysis

SWOT Analysis

Threats:VSP is perceived as a gym for childrenLocal business park employees already have memberships to Gold’sUnknown among locals

Strengths:Excellent, one-on-one coaching by qualified staffLow cost of membership that includes personal trainingOpen class times during the dayWomen are more likely to join a class

Weaknesses:Unique business model may not be understoodUnderutilization of social mediaTime slots available during working hours may not be amenable to working adultsLength of workout is perfect for those trying to squeeze in a workout during a lunch break and an hour may be too long.

OpportunitiesIncreasing social media presence and connecting on a local levelIncreasing adult membership among women who do not have jobs outside the homeIncreasing awareness with recreational competitive athletesReaching out to the overweight residents in Northern Utah County

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Situation Analysis and

Core Problem Statement

Situation Analysis

Situation Analysis

Velocity Sports Performance wants to create a solid, income generating foundation at the new facility with adult clients who consistently come and pay month-to-month. Currently it offers classes early in the morning and later in the afternoon. Its main clientele consists of students. VSP is interested in catering to more adults during the day—specifically professionals who work in the surrounding business parks. However, many of the local employees already have gym memberships which are subsidized by their employer and have never used and may not be inter-ested in using or paying for a personal trainer. Stay-at-home moms may also be a potential pub-lic. However, as VSP does not offer daycare, their attendance may also be prevented during the day.

The specific nature of VSP work outs do not cater to people who do not have a sports mentali-ty. However, the one-on-one attention provided by VSP coaches could be beneficial to those who do not have past sports experience. Most people perceive VSP as a gym that caters to children who play sports. If VSP can overcome this perception and raise the number of adult member-ships, it will increase overall profitability.

Core Problem Statement Velocity Sports Performance’s location change provides an opportunity to re-introduce the

work out facility to the public and increase its membership and day-time class attendance which will ensure the profitability of facility and allow it to stay open.

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Goals and Objectives

Goals and Objectives

Goal:

Increase profitability of Velocity Sports Performance by filling its daytime class schedule.

Objectives:

Through the following objectives we will increase the awareness of VSP’s new location and increase their daytime clientele:

(1) Increase positive news coverage of VSP to 4 stories by February 14, 2014 in the Salt Lake Tribune and Daily Herald.

(2) Increase adult membership by 20% by February 14, 2014.

(3) Increase awareness of facility to 60% within 10 miles of the new facility by February 14, 2014.

(4) Increase VSP AF website visitation by 30% by February 14, 2014.

(5) Increase the number of clients working out between 11 a.m. and 1 p.m. to 50 people by Sept. 15, 2013 and to 100 people by Feb. 14, 2014.

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Publics

Publics

1. Overweight Men and Women

2. Mothers of young athletes

3. Recreational Competitive Athletes

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Messages, Strategies and

Tactics

Introduction

This section highlights the groups we should target in order to raise awareness about VSP’s new location and increase its daytime clientele.These groups include recreationally competitive athletes, overweight men and women in Utah County, parents of children who are currently VSP clients, local youth sports associations, stay-at-home mothers with older children, and employ-ees of the surrounding business park businesses.

Messages, Strategies and TacticsIntroduction

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Messages, Strategies and Tactics

Public 1:

Overweight Men and Women

Strategies and TacticsOverweight Men and Women

Overweight Men and WomenThis public will consist of men and women over the age of 25 who live in Northern Utah County. This public will be in the obese category of the universal BMI.Self interests include losing weight, lowering health risks, gaining a lower BMI, getting stronger and improving self confidence.

Message: Every hot body starts at ground zero. It’s your turn. Get your sweat on.

Secondary:To lose a pound of fat you have to burn 3,500 calories. That’s 500 calories per day for a week. Cir-cuit training, like that done at VSP, burns 30 % more calories than a regular workout.You can get your old body back. You don’t need more information, you need more sweat.Maybe you exercise to tone your thighs, build your biceps, or flatten your belly. Or maybe you work out to ward off the big killers like heart disease, diabetes, and cancer. But how about sweat-ing to improve your mind? “Exercise is the single best thing you can do for your brain in terms of mood, memory, and learning,” says Harvard Medical School psychiatrist John Ratey.A study the Journal of the American Medical Association followed the exercise habits of over 34,000 women and concluded that it took about an hour a day of moderate (3 mph walking) exercising to maintain weight.A study cited in the Journal of Sports Science and Medicine demonstrated a 57 percent increase in long-term fitness individuals who worked with a personal trainer. The study attributed this boost to improved attitudes among exercisers, compelling them to continue their workout pro-grams beyond the 10-week testing period. By creating a comprehensive workout plan that suits your fitness and bodily needs, a personal trainer can help you make exercise a long-term addi-tion to your lifestyle. They also help prevent injury, motivate you and help keep you on track for your personal fitness goals (livestrong.com).

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Strategy 1:

Create awareness about the new location and available daytime hours by holding a weight loss event for locals who have the desire to lose weight and get fit.

Tactics

Create classes that are tailored to overweight people (not the normal intensity classes for the already-fit)

Have specific times that these weight loss classes take place (adult day classes/evening classes)

Advertise classes through posters and videos in high traffic areas such as grocery stores, malls etc.

Strategy 2:

Persuade overweight men and women through events that VSP will help them with their fitness goals.

Tactics

Advertise through posters and videos for this event at previously mentioned high traffic areas as well as in local newspapers,

Bring in a celebrity trainer or well-known fitness advocate to publicize andparticipate in the event

Invite people across Utah County for adequate competition

Offer incentive for winners such as free Under Armour and Gatorade gear.

Public 2:

Mothers of Young Athletes


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Mothers of young athletesMothers of young athletes are 35 to 55 years old and have a household income of $60,000 - $90,000. They live within a 15-mile radius of VSP and are typically conservative and LDS.

This publics’ self interests include: physical attractiveness, health of self, spouse and children; family togetherness; children’s education, success and happiness; time with friends; and time with spouse.

Primary Message: Get an athletic body and optimal health at VSP and motivate your children and spouse to do the same.

Secondary Messages:Increasing age makes sedentary people more prone to injury, stress, and disease.The mother’s example is the biggest factor (bigger than father’s example) in whether or not their children exercise.Other parents have used VSP and it has made a positive impact on their lives and on their entire family’s lives.

MessagesMothers of Young Athletes

Strategies and TacticsMothers of Young Athletes

Strategy 1:Inform, educate, and entice mothers to join by utilizing their mommy friends on social me-

dia.

Tactics Create informative VSP Facebook page for parents of young athletes(Page will focus on two things: helping parents to know how to best help their young athlete, and on helping parents to get in shape themselves.)

Semi-weekly posts will provide tips such as how to reduce risk of injury for mother’s young athlete, pre-game meal ideas, and other parenting tips. It will also provide tips on how parents can help themselves get in shape. It will also contain material such as health facts, inspirational quotes, success stories, videos, and pictures)(The first purpose of the facebook page is to attract mothers of athletes wanting guidence as well as communication with other mothers. The Second purpose is to convince these mothers get in shape themselves and to get membership at VSP.) Reach out by e-mail to top mommy and health bloggers in Utah, Wasatch, and Salt Lake coun-ties and offer two months of free training.

Strategy 2:Motivate mothers to exercise with VSP by educating them of the positive influence their exer-

cise habits can have on their children.

TacticsCreate a series of posters which portray sports and exercise as an opportunity for families to bond.

All posters will end with slogan, “Will you take the challenge?”

Ideas for posters include:

Picture: young boy with black reflection lines under his eyes next to his mom with black reflec-tion lines under her eyes. Both in football “hike” position looking at each other. Text: “Playing catch with him could result in him finally doing his science project. Are you ready for the chal-lenge?”

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Strategies and TacticsMothers of Young Athletes

Picture: A mother reading a novel at the kitchen table and her daughter sitting across from her, texting. Text: They have the energy, you provide the example. Are you ready for the challenge?

Put up posters at velocity sports where mothers will see them while dropping off their children (lobby, office, etc.)

Design brochure telling about how parents’ exercise can help motivate their children to choose physical activity over digital activities and how it can bring their family closer together. Explain how VSP can give parents optimal exercise.

Display brochure in front office of VSP and in local health clinics, and leave in mailboxes of homes closest to VSP.

Strategy 3:Utilize current VSP athletes to motivate their mothers to join VSP.

Tactics

Create leaflet which gives 8 steps for getting mothers into better shape than they were in high school Provide 2, one-week-free, family passes, usable only by immediate family of young VSP mem-bers Attach the 2, one-week-free family passes to the leaflets ands give to young VSP members after training class to give to their parents.

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Public 3:

Recreational Competitive

Athletes


Recreational Competitive Athletes

This public includes all adults within 20 miles of VSP that thoroughly enjoy fitness. They have higher education levels than the average american, and are largely caucasian. Their self-interests include beating their personal records, training for local events, making and achieving their fit-ness and competitive goals, and having highly effective workouts.

Primary Message: Training for your next event at VSP will give you the best results results you have ever seen.

Secondary Messages:

VSP has qualified experienced coaches that will personalize the workout to meet what you individually are looking for.

“I love VSP. I came here looking to shake up my normal routine, and after one session I was hooked. Coach ____ pushed me farther than I have ever gone. He believed in me, more than I have ever believed in myself. After training at VSP for my next half-marathon, I took 10 minutes off of my run time. Its a miracle! Come here and give it a shot-- You won’t be able to go back to your boring routine.” --Shelly, VSP member. $60/month is more affordable than any personal trainer, so you can train here all year round without causing financial stress.

Proper training by our VSP coaches is in smaller groups. This makes it safer for you because with a coach closely watching your workouts, you are at increased risk for injury.recreational competitive athletes

“Why do you train” expo at women & mens “Fit mother of the year award” Fitness bloggers ( if we can find them)Promote weight loss eventsRave about free trainingOffer free training

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Strategy: 1Persuade competitive recreational athletes to join VSP through expos in Utah

TacticsBook a booth at the women’s expo and the men’s expo

Bring three coaches to each expo

Make a dvd that can be shown at expos of classes and testimonials

Make a banner to hang at expos

Order promotional items like water bottles and gym bags to hand out at expos

Create referral incentives for customers at expo; if they bring in the flyer they got at the expo they get a discount. if they bring a friend they get another discount.

Bring an ipod and speakers to play motivational music to attract expo attendees to the booth.

Bring samples of supplements and foods that VSP coaches encourage members to use; give them away at the expo

Strategy: 2 Gain the trust of competitive recreational athletes through teams and organizations

TacticsHave coaches contact local recreational teams to get permission to speak with entire team

Have coach arrange to meet with team; explain advantage of training at VSP, especially injury prevention

Have coach invite teams to come in for a free training session as a team

Offer the team a discount, if the entire teams signs up they save money


Write and send out a digital flyer to be distributed to team members and the organization via their email addresses

Create and print a flyer to be posted at venues of recreational sports

Strategy: 3Establish credibility of adult workout regime at VSP Through the press

TacticsWrite and send out press releases about the new classes offered

Write and send out press releases about the opportunity to play with children

Pitch to news station, recording of parents playing with children at a game

Iinclude in releases photos of before and after pics of members

Create sound bits and interviews of kids and how they feel about working out with their parents and getting in shape and involved together

42 43

Evaluation Criteria and Tools


Objective 1Criteria: Four positive news stories will have been published by Feb. 14.Tool: An online search of published content pertaining to VSP.

Objective 2Criteria: Adult membership of VSP will have increased by Sept. 14, 2014.Tool: Membership roster and demographic information.

Objective 3Criteria: 90% of adults within 10 miles of the new facility will know where and what the VSP is by June 14, 2014.Tool: Conduct phone surveys within 10 miles of the new facility.

Objective 4Criteria: Website visitation will have increased by 30% by Aug. 14, 2014.Tool: Set up and track site visitation through Google Analytics for the length of the campaign.

Objective 5Criteria: Increase daytime clients first to 50 people and then to 100 people.Tool: Track and organize daily class rosters.


44 45

Calender and Budget

Cal

ende

nder

and

Bud

get

Price

April

2013

May

201

3Ju

ne 2

013

July

2013

Augu

st 20

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ptem

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omm

unic

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onfir

mat

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Tabl

e

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licS

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est

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alth

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ronm

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lvem

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n V

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ports

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ithth

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lp o

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roug

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ass

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mun

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ion,

we

will

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at V

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n en

viro

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d ou

t eve

nt in

vita

tions

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priz

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hers

of Y

oung

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lete

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alue

fam

ily, v

alue

relig

ion,

educ

atio

n, h

ealth

and

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e, s

uppo

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succ

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eir c

hild

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spen

ding

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ith th

eir

child

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ave

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out

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thle

tes

that

they

will

love

it ju

st a

s m

uch

asth

eir c

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thro

ugh

opin

ion

lead

ers

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ablis

h cr

edib

ility

of a

dult

wor

kout

regi

me

at V

SP

Thr

ough

the

pres

s-C

onvi

nce

pare

nts

they

can

get

back

to th

eir h

igh

scho

ol s

hape

thro

ugh

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dult

mem

bers

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ial m

edia

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site

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ters

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ss re

leas

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onta

ct n

ews

stat

ions

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mpa

rison

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reat

iona

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peta

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lete

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tnes

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oals

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com

mun

ity e

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inin

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in 1

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ple

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aren

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ports

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p po

ster

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dis

play

wha

t oth

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have

achi

eved

from

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P

48 49

Communication Products

1. Blog2. Twitter3. Facebook4. Powerpoint5. Storyboard6. Opinion Leaders7. Media Alert8. Direct Mail Piece9. Brochure10. Op Ed

11. Fact Sheet12. Pitch Letter13. Feature Story14. News Release15. Special Event16. Radio Advertisement17. YouTube Video18. Leaflet19. Photo20. Poster

Communication ProductsBlog

Blog Content

Off-season Tips for Athletes

Even though it’s off-season and you’re sick of training or thinking about being the best in a specific sport, it’s probably best you keep in mind a couple of tips that will help you in the upcoming season. Take a break: When summer break comes around athletes will most likely swing one of two ways. (1) They will decide to enjoy summer to the fullest and lounge around the house, relax and enjoy the time of not being required to do anything. (2) Athletes will refuse to get “out of the zone” and train just as hard, or sometimes even harder, as if they were still in season. It’s better for athletes to stay away from both of these extremes. Instead of trying not to fall into either of these situations, don’t think about it at all and just have fun. It will be natu-ral. Still do the activities you would normally do in the summer such as swimming, light jogging, dancing, biking, etc. You’ll be doing just enough to stay active yet not pushing your body too hard.

Achieve an Off-season Goal: When the last 8-10 weeks of the summer is approaching it’s a good time to slowly get back into gear for the next season ahead. This gives your body most of the summer to relax and pay attention to something you want to accomplish. For some athletes this will be improving speed, developing specific techniques, gaining muscle mass or reducing body fat. Come up with a realistic goal and use the summer to give you a head start for the next season.

Maintain a Consistent Diet: Summer time isn’t an excuse to binge on all types of foods your coach wouldn’t let you eat during the season. Rather than eating ice cream or going to buffets every day, keep your diet the same as it was before. No one said you couldn’t go out and grab a burger or take a dessert or two, but don’t go over-board. You’ll regret this at the end of the summer when you’re trying to pick up where you left off last sea-son.

50 51

Communication ProductsTwitter

Twitter Tactic for VSP Recreational Competitive Athletes- Bri HintzeCommunication Products

FacebookBri HintzeComms 485 Tactic: Facebook Page

52 53

Communication ProductsPowerpoint

BEN

EFIT

S O

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VEL

OC

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SPO

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Communication ProductsPowerpoint

Vel

ocit

y Sp

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Per

form

ance

wil

l gi

ve y

ou t

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skil

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bili

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dare

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str

uggl

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54 55

Communication ProductsStoryboard


56 57



58 59


Communication ProductsOpinion Leaders

Public InfluentialsOverweight Men and Women in North Utah County

• Doctors or personal physicians• Extended family members• Friends• Children• Co-workers• Spouse or significant other• Members of VSP

Recreationally Competitive Athletes

• Races like Ragnar, Top of Zion, Tour Del Sol, Utah Valley Half Marathon etc.

• Runner’s Corner staff

• 26.2 staff

• Fellow athletes and professional athletes

• Friends

• Extended family, Spouse, Children

• TriUtah.com

• Hal Higdon

• Run Utah Magazine

• Utah Cycling Association

• Sports Equipment Retailers

• Supplement Retailers

Parents of Velocity Sports Athletes

• Children

• Spouse

• Other parents

• Friends

• Child’s team coach

• Child’s school

• Sports Associations

60 61

Communication ProductsMedia Alert

FOR IMMEDIATE RELEASE

Contact: Damian Garbero (801) 407-8224 [email protected]

****** MEDIA ALERT ******

What: For the last 10 weeks Velocity Sports Performance has been hosting a “Get Fit” event based on the hit show The Biggest Loser. Over 150 Utah County residents joined the weight-loss contest. Throughout the competition each participant was given access to specialized classes, personal coaching, lifestyle advice and nutrition counseling. The results are amazing.

When: The final weigh-in and reveal will take place at a fitness celebration event takes place March 22. 2014 at 10 a.m.

Where: Hosted by fitness expert Kelli Calabrese, the party will happen at the newly renovated Velocity Sports Performance facility, 680 South 500 East, American Fork. The community, friends, family and fitness buffs from around the state are invited.

Communication ProductsDirect Mail Piece

Velocity Sports Performance – Direct Mail Piece

62 63

Communication ProductsBrochure

Scre

en t

ime

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of

tim

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indi

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Communication ProductsBrochure

Get

tin

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arte

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the

hard

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part

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etti

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act

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Vel

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64 65

Velocity Sports Performance Op-Ed

Step Up and Out of Your Comfort Zone

By Meredith Francom

I was sitting at my daughter’s pee-wee volleyball game this week when it occurred to me —volleyball is a lot harder than it looks.

Most of these children have never seen a volleyball game, let alone played one, but they act like putting themselves out there and trying something new is no big deal.

The game moved slowly. When a team finally got two hits off a serve to return it to the other side the crowd of parents erupted like it was the gold-medal match at the Olympics. I suppose for the kids it felt the same.

Unlike these children, we adults seem to miss opportunities to feel the exhilaration of learning something new. Instead we see ourselves as specialized. We’ve worked hard to master our profession and we avoid straying from what is usual and familiar. As a result we end up in a stable but comfortable rut.

But does it have to be that way? Of course not. Take fitness for example. Just because we’re not in high school anymore doesn’t mean we can’t be fit. I understand that you may be torn between obligations to your kids, home, job or spouse, but if you aren’t your best you can’t give your best.

Biggest Loser trainer Jillian Michaels recently posted on Facebook, “The past doesn’t define you, your present does. It’s okay to create a vision of the future because it affects your behavior in the “now,” but don’t dwell on past mistakes. Learn from them and focus those lessons in the moment. That’s where change can really happen.”

Getting fit is only a matter of dedication and time. The key to success is surrounding yourself with supportive people and industry experts. You wouldn’t try to build a house without a proper plan and the right tools, so why do we take the same approach to fitness?

At Velocity Sports Performance we use top-of-the-line coaching techniques that ensure you are never left to just figure it out. Group workouts mean you’ll never feel singled out, and you’ll get the group support you need to succeed.

This weekend Velocity Sports Performance honors the 150 participants of their Get Fit program with a final weigh-in. These health hopefuls came to VSP searching for the tools they needed to make their fitness goals a reality. Now, they get to feel the exhilaration that comes with finishing a challenge.

Communication ProductsOp Ed

Like the volleyball game, it promises to be an evening full of excitement and cheering. These participants made a commitment to do something new, and they will continue to reap the rewards for the rest of their lives.

Isn’t it time you tried something new?

Communication ProductsOp Ed

66 67

Communication ProductsFact Sheet

Velocity Sports Performance Fact Sheet

General

Founded in 1999

Over 60 training centers across North

America

Started by a five-time, NCAA track &

field champion coach

Revenue of $XXX each year

Sponsored by Gatorade and Under

Armour

Known for XXX and XXX awards

Famous athletes such as XXX, XXX,

XXX and XXX trained at

Velocity Sports performance for

over 11 years

Use of top of the line Olympic

equipment

Credentials

Client list includes over 50 Olympic

medal winners, first round NFL

draft picks and professionals

from every sport.

Training has been proven to work and be

used on children as young as

eight years old.

Trained more than 100 NFL rookie

clients in one facility.

Training services include, but are not

limited to:

· Weight room· Turf· Track· Nutrition· Recovery· Regeneration· Sports medicine

Train athletes in various sports:

· Baseball· Basketball· Field hockey· Football· Golf· Ice hockey· Lacrosse· Soccer· Softball· Tennis· Volleyball

Communication ProductsPitch Letter

Pitch Letter

To: Cathy Allred, [email protected], North County Reporter, Daily HaroldSubject:

Hi Cathy Allred,

I enjoyed reading your recent article in the Daily Herald on the geocache buffs. It is nice for us Utah Valley residents to be informed on local culture and events.

With Utah making national newspapers for local sports teams and athletic individuals, Utah seems to be making a name for itself in athletics. I think Utah residents, especially athletes and parents of athletes, would be interested to know about a gym opening in American Fork which is unlike tra-ditional gyms. It is specialized in making athletes faster, stronger and more agile. The name of this gym is Velocity Sports Performance.

Let me know if you are interested and I can send you a press release, as well as other information.

Thank you for your time,

Benjamin [email protected](801) 376-8498

68 69

Communication ProductsFeature Story

Feature Story

Five of Pleasant Grove High School’s varsity football team has trained with

Velocity Sports Performance (VSP) since they were all freshman. These players have

successfully led their team to four consecutive seasons of playoffs, three of which took

them to the finals. Athletes Gary Sanchez, Taylor Smith, Michael Macamore, Zane

Wilskow and Bryan Brown are all going to a major college on a football scholarship, and

they agree that VSP is what helped them have a successful football career.

All five of Pleasant Grove’s leading senior on the football team individually went

to Velocity on their own time to focus on techniques they could improve. “When I would

talk about VSP to my buddies, I found out that we weren’t doing any of the same drills.”

Wilksow said. “Their facility made sure that my workouts focused on me specifically

and it was what I needed to work on that week.”

Wilksow accepted his full-ride scholarship at the University of Southern

California. He said he started training at Velocity only because his coaches suggested

that was the best way he could excel outside of practice. Wilksow said, “When I was

fourteen I knew I wasn’t the fastest, most talented, biggest or most athletic guy on the

field. I needed someone to help me get to a point where I could compete with my own

peers before I could compete with kids at other schools.”

Wiksow trained at VSP four times a week with the same trainer. His trainer

always kept notes on his progress and was able to help him overcome every weakness

and accomplish every one of Wilksow’s goals.


Sanchez aspired to be the best wide receiver in America ever since he was three

years old. He never played any other position. Sanchez knew he had to take his training

seriously to become the best and found that several NFL players who were top-notch

wide receivers trained at a VSP facility. Sanchez convinced his parents to sign him up

and their family could only afford to take him there once a week. In that one-week

session, Sanchez’s trainer pushed him every minute to maximize his time at the facility.

Sanchez was able to approve his agility and speed and eventually lead his team with the

most amount of touchdown in his high school. “I though I would be able to take the time

and play with my friends to help me, but I’m glad I decided to go to Velocity instead,”

Sanchez said.

Smith committed to playing football at the University of Michigan after finishing

his high school career with four Most Valuable Player awards. He was Pleasant Grove’s

running back and averaged at least 220 yards each game. “I’ve been training with

Velocity since I was in seventh grade and they were always willing to help me with

anything I needed,” Smith said. Smith felt Velocity helped him get to the speed where he

wanted to be at and that’s why he was able to do so well in the season.

Brown was Pleasant Grove’s quarterback for four years and although he felt that

Velocity couldn’t necessarily help with his throwing abilities, they could help him do one

thing he couldn’t do on his own. Velocity helped brown bulk up. “I was always the

skinny guy and had trouble gaining muscle mass, Brown said. “Velocity knew exactly

what I could do to do that and it wasn’t anything I felt like I couldn’t handle.” Brown

struggled with his size and knew that if he wasn’t a little heavier, it would be easier for

70 71

his opponents to take him down. VSP trained with him and taught him lifting techniques

that wouldn’t hinder his athleticism.

Macamore has been one of Velocity’s longest clients. Macamore started training

with them since he was only eight years old. When he first trained with VSP they didn’t

take him to lift weights or push him to limits his body wouldn’t allow him to do. Instead

VSP tailored games Macamore was already familiar with and give him tips on how to do

the basics things such as running, jumping, squatting and more. “It’s cool how they were

training me even though it wasn’t the kind of training you see on television,” Macamore

said.

As Macamore got older Velocity was able to help him create goals and reach each

of them over time. He wasn’t trained to perform well in one sport, he trained to become a

better athlete overall. “Velocity isn’t lying when they said they can improve speed,

agility and power. I improved in all three, and if I can, anyone can,” Macamore said.

Macamore continues to train at Velocity before he leaves for the University of Oregon in

the Fall.

Velocity not only helped Pleasant Grove High School’s football team become one

of the best in the state of Utah, but helped several individuals on their team. Their

training program has proven to be specific to each athlete and focus on their needs and

wants. Velocity Sports Performance recently moved south of their Lehi facility to

American Fork. They hope their bigger facility will help provide more room for all of

their clients to train.


Communication ProductsNews Release

Aaron Singh, Director FOR IMMEDIATE RELEASE(801) 369-9846680 South 500 EastAmerican Fork, Utah

New Weight Loss Program Begins in 2014

March 20, 2013 – Velocity Sports Performance will be holding a 10-week weight loss event, beginning January and ending in March, for all men and women who want to maximize their weight loss efforts.

“We feel that the Get Fit program is not only a great opportunity to showcase our new location, but also to get the people of Utah Valley active this summer,” said Aaron Singh, Location Director.

Velocity Sports Performance moved from Lehi to their current location in American Fork earlier this year.

The “Get Fit” weight loss competition is based on the popular television show Biggest Loser and is meant to help those who are overweight to slim down and create a healthy exercise regimen.

The competition will include daily workouts and meal planning with trained fitness professionals. Men and women will train separately and participate in activities specific to their group. Weight will be recorded throughout the competition and the individual from both groups who lost the most weight at the end of the competition will receive $500 in Under Armour gear as well as a year of free training at Velocity Sports.

Qualifications include anyone in Utah who is struggling to shed weight and has the determination to work hard in order to get fit. The competition fee is $100 and spaces are not limited so everyone is encouraged to sign up.

“With rising rates of obesity in Utah, we want to be a part of the solution,” Singh said. “Velocity Sports Performance is dedicated to helping others attain their fitness goals with trained professionals who know what they are doing.”

Velocity Sport Performance is a nation wide fitness training facility that focuses on strength training and sports-related performance. VSP works with children, teens and adults to achieve a healthy lifestyle and get fit. They also have programs designed for professional and elite athletes.

###

72 73

Communication ProductsSpecial Event

Outline – SPECIAL EVENT

Event title/brief description: Get Fit Weight Loss Competition. A 10-week training program to help participating individuals lose weight and create a healthy exercise regimen.

Key public (audience) including current level of understanding of product/service:Our target audience is overweight men and women in Utah who have the desire to lose weight and get healthy.

Action desired from public(s) after attending this event:We want the individuals to see the benefits of working with the trainers at VSP and continue to come back even after the competition.

How that action ties to the primary public’s self-interest:We want more people to know about VSP’s new location and adult classes, so having this audience involved will fill both of those needs.

Event date and time: Begins January 6, 2014 and ends March 14, 2014. Workouts will be everyday at either 6-7:30am or 5:30-7pm. This will provide convenient times for working individuals whether they prefer morning or evening workouts.

Key Message/Theme: Our key message is that it is important to take care of your body and that anyone can learn how with the proper help. Our trainers are successful helping people achieve their strength and fitness goals and anyone, no matter their weight, can achieve them.“Get Fit - Every hot body starts at ground zero. It’s time to get your sweat on.”

Venue (address, room, etc.) All workouts will take place at the American Fork VSP location in designated rooms according to workouts. 680 S. 500 E. - American Fork, UT 680 S. 500 E. - American Fork, UT

Activity details (chronological list of what is happening at the event): -The first day will begin with a kick-off ceremony where Aaron Singh gives a quick motivational presentation and welcomes all participants. -Then daily workouts commence and continue Monday through Friday during the allotted times. -Participants will record weight, strength and other necessary measurements each Monday.-At the end of the 10-week program, trainers will assess improvement and record each individual’s measurements. One winner from the men’s category and one winner from the women’s category, who has made the most improvement according to trainers, will be chosen as the “Get Fit” winners.


-On March 15, the Saturday after the last workout, the winners will be presented with $500 in Under Armour gear and a yearlong membership at VSP. Winners will also be placed on the VSP Wall of Fame.

Participation required (who does what; speaking, welcoming, setting up, media management, etc.) All staff and trainers will participate in one way or another in this event. Aaron Singh will be the coordinator and do the opening and closing speeches. Other staff members should help with coordinating and any media management if necessary. Depending on the size of classes, VSP will need to allot at least 2-3 trainers for each group (men and women).

Materials needed for audience (program, flyer, etc.): -Posters and flyers need to be put up and sent out. -A program guide may also be necessary for each participant that outlines the times and workouts each day.-All workout equipment is provided by the VSP facility-Incentive prizes will include $1,000 worth of Under Armour gear

Specific media to invite:Local media including Daily Herald, SL Trib, Deseret News. These media may be invited for kick-off and closing ceremonies. At the permission of participants and trainers, media may visit during a specified workout.

Materials to provide to media (press kits, backgrounder, photos, etc.) Press release, fact sheet, staff directory. They may take their own photos at events.

Timeline/deadline:- Participant invitations: Advertise the Get Fit program by mid-November.- Media invitations: Send out press release by Dec. 10 to all local media.- Printed materials: Post posters and put out flyers at the end of November and

beginning of December. - Incentives: Under Armour gear needs to be ordered by the kick-off date of the

contest.

74 75


Jan

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001

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Saturday

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Jan

2, 2

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Jan

6, 2

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Ope

ning

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s:

9:30

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irst

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: 11

:00-

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14, 2

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Jan

15, 2

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Jan

16, 2

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s:

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Jan

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s:

6:

30-7

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6:

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OR

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6:

30-7

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2PM

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s:

6:

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OR

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2PM

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s:

6:

30-7

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OR

11-1

2PM

Jan

26, 2

014

Jan

27, 2

014

Jan

28, 2

014

Jan

29, 2

014

Jan

30, 2

014

Jan

31, 2

014

Wor

kout

s:

6:

30-7

:30A

M

OR

11-1

2PM

Wor

kout

s:

6:

30-7

:30A

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OR

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2PM

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s:

6:

30-7

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2PM

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s:

6:

30-7

:30A

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OR

11-1

2PM

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kout

s:

6:

30-7

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OR

11-1

2PM

Notes:


Feb

3, 0

001

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Feb

1, 2

014

Feb

2, 2

014

Feb

3, 2

014

Feb

4, 2

014

Feb

5, 2

014

Feb

6, 2

014

Feb

7, 2

014

Feb

8, 2

014

Wor

kout

s:

6:

30-7

:30A

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2PM

Wor

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s:

6:

30-7

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2PM

Wor

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6:

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2PM

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6:

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2PM

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30-7

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2PM

Feb

9, 2

014

Feb

10, 2

014

Feb

11, 2

014

Feb

12, 2

014

Feb

13, 2

014

Feb

14, 2

014

Feb

15, 2

014

Wor

kout

s:

6:

30-7

:30A

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OR

11-1

2PM

Wor

kout

s:

6:

30-7

:30A

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OR

11-1

2PM

Wor

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s:

6:

30-7

:30A

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2PM

Wor

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s:

6:

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2PM

Wor

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s:

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:30A

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2PM

Feb

16, 2

014

Feb

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Feb

18, 2

014

Feb

19, 2

014

Feb

20, 2

014

Feb

21, 2

014

Feb

22, 2

014

Wor

kout

s:

6:

30-7

:30A

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OR

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2PM

Wor

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s:

6:

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:30A

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2PM

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2PM

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014

Feb

24, 2

014

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25, 2

014

Feb

26, 2

014

Feb

27, 2

014

Feb

28, 2

014

Wor

kout

s:

6:

30-7

:30A

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2PM

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s:

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Notes:

76 77

Mar

3, 0

001

Sunday

Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Mar

1, 2

014

Mar

2, 2

014

Mar

3, 2

014

Mar

4, 2

014

Mar

5, 2

014

Mar

6, 2

014

Mar

7, 2

014

Mar

8, 2

014

Wor

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s:

6:

30-7

:30A

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s:

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Mar

9, 2

014

Mar

10,

201

4M

ar 1

1, 2

014

Mar

12,

201

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ar 1

3, 2

014

Mar

14,

201

4M

ar 1

5, 2

014

Wor

kout

s:

6:

30-7

:30A

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11-1

2PM

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s:

6:

30-7

:30A

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s:

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2PM

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s:

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30-7

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OR

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2PM

Cl

osin

g Ce

rem

onie

s:

10AM

-12P

M

Mar

16,

201

4M

ar 1

7, 2

014

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18,

201

4M

ar 1

9, 2

014

Mar

20,

201

4M

ar 2

1, 2

014

Mar

22,

201

4

Mar

23,

201

4M

ar 2

4, 2

014

Mar

25,

201

4M

ar 2

6, 2

014

Mar

27,

201

4M

ar 2

8, 2

014

Mar

29,

201

4

Mar

30,

201

4M

ar 3

1, 2

014

Notes:


Communication ProductsRadio Advertisement

Radio Advertisement

Primary Target: Stay-at-home moms with older childrenSecondary Target: Overweight men and women in North Utah CountyTo be performed by a woman in her thirties who sounds young and peppy. Background sound is children playing at the park.

Woman: AFTER I HAD MY DAUGHTER I WONDERED IF I’D EVER GET MY BODY BACK. WITH ALL HER NEEDS, IT SEEMED THERE WAS NEVER ENOUGH TIME FOR EXERCISE. AFTER SHE STARTED SCHOOL I HAD MORE TIME, BUT I WORRIED THAT I WASN’T MAXIMIZING MY WORKOUTS. A FRIEND TOLD ME ABOUT VELOCITY SPORTS PERFORMANCE. I TRIED IT AND IT’S AMAZING. THEIR ONE-ON-ONE COACHING HELPED ME TARGET MY TROUBLE ZONES AND PUSHED ME TO DO WAY MORE THAN I COULD BY MYSELF. I FINALLY FIT IN MY HIGH SCHOOL JEANS AGAIN. SO WHAT ARE YOU WAITING FOR? SIGN UP FOR A FREE TRIAL TODAY AT VELOCITY S P DOT COM SLASH AMERICAN FORK. THAT’S VELOCITY S P DOT COM SLASH AMERICAN FORK. EVERY HOT BODY STARTS AT GROUND ZERO. IT’S YOUR TURN. GET YOUR SWEAT ON.

Announcer Voice (Quickly): VELOCITY SPORTS PERFORMANCE. WHY DO YOU TRAIN?

78 79

Communication ProductsYouTube Video

Communication ProductsLeaflet

vis

it our new

locatio

n

Train

w

ith a purpose

•Weofferintense,smallgroupworkouts

•Wetailorourworkoutstotheneedsofthegroup

•Ourclassesfitintoyourlunchbreaks

•Letushelpyousucceedinthewayyouwanttosucceed

Why do you train

?

Contactus:

aaron.singh@

velocitysp.com

(801)763-9525

680S.500E.A

mericanFork,UT

80 81

Communication ProductsPhoto`

why d

o you

train

?

Communication ProductsPoster

why do you train?

Compete like a professional athlete.

Come train with a purpose at Velocity Sports.

680 South 500 East, American Fork, UT 840003Contact: Damian Garbero, [email protected], 801.763.9525

82 83

IndexCopy Outlines

Sources

1. Blog2. Twitter3. Facebook4. Powerpoint5. Storyboard6. Opinion Leaders7. Media Alert8. Direct Mail Piece9. Brochure10. Op Ed

11. Fact Sheet12. Pitch Letter13. Feature Story14. News Release15. Special Event16. Radio Advertisement17. YouTube Video18. Leaflet19. Photo20. Poster

IndexBlog

Copy outline – Blog

Key public (audience) including current level of understanding of product/service: mothers of athletes who are look-ing to find out what VSP is about

Secondary publics (audiences), if any: athletes

Action desired from public(s): to sign child up with Velocity program

How that action ties to the primary public’s self-interest: wanting their child to stay healthy and be the best athlete they can

Influentials (third-party opinion leaders who may influence the key public): coaches, peers, neighbors

How they will be used to influence the key public (testimonials, examples, etc): testimonials

Overall tone: friendly, informative

Proposed lead story: Even though it’s off-season and you’re sick of training or thinking about being the best in a specific sport, it’s probably best you keep in mind a couple of tips that will help you in the upcoming season.

Proposed lead story graphics: picture of Velocity athletes

Method and timing of distribution (self-mailer, Internet, handed delivered, etc.): internet, email

Word Count 300-500 words

Timeline/deadline: twice a week

84 85

IndexTwitter

Copy outline – Twitter

Key public (audience) including current level of understanding of product/service: Mothers of VSP athletes, know VSP but have never come for themselves before, only their kidsSecondary publics (audiences), if any:

Action desired from public(s): come to VSP and train for all your athletic events

How that action ties to the primary public’s self-interest: strengthen the family, staying healthy, getting fit and confident, spending time pursuing kid’s interests to increase bond

Overriding message/theme and tone:Be the example and start your healthy family life at VSP

Primary messages: (usually 2-5, short statements/selling points to be conveyed) Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)

1. Primary Message: Our services are cheaper and better than any personal training or gym

Secondary: • $60/month vs. $100/session• Small classes prevent injuries and improper form• Qualified coaches personalize workouts to meet your needs

2. Primary Message: mothers of VSP athletes are close friends and feel connected· Pictures of before and after of members with training· Mothers of VSP athletes are posting their workout photos· Testimonials from other moms· Statistics about exercise and family· Links to blogs from mothers at vsp, fitness blogs, family blogs

Influentials (third-party opinion leaders who may influence the key public): perhaps a local start athlete and mommy bloggers and fitness bloggers, they will get two months free training at VSP and then blog about it to their followers.

How they will be used to influence the key public (testimonials, examples, etc):Try out velocity sports to train at for their next event, and give a testimonial

Proposed title and cover copy:VSP: Why do YOU train? Proposed photos/graphics to post (if any):Photos of moms with their children, members after classes, members hanging out outside of VSPProposed posts: 4 a day on Twitter, with 4 daily comments on other people’s postsMethod and timing of distribution: throughout the dayProduction quantity and format:Post health tips, bust health myths, offer deals, videos of workoutsTimeline/deadline: April 20, 2013

IndexFacebook

Copy outline – Facebook

Key public (audience) including current level of understanding of product/service: Mothers of VSP athletes, know VSP but have never come for themselves before, only their kidsSecondary publics (audiences), if any:


How that action ties to the primary public’s self-interest: strengthen the family, staying healthy, getting fit and confident, spending time pursuing kid’s interests to increase bond

Overriding message/theme and tone:Be the example and start your healthy family life at VSP




2. Primary Message: mothers of VSP athletes are close friends and feel connected Pictures of before and after of members with training Mothers of VSP athletes are posting their workout photos Testimonials from other moms Statistics about exercise and family

Influentials (third-party opinion leaders who may influence the key public): perhaps a local start athlete and mommy bloggers and fitness bloggers, they will get two months free training at VSP and then blog about it to their followers.


Proposed title and cover copy:VSP: Why do YOU train? Proposed photos/graphics to post (if any):Photos of moms with their children, members after classesProposed posts: 2 a day on Facebook, with 4 daily comments on other people’s postsMethod and timing of distribution: throughout the dayProduction quantity and format:Post health tips, bust health myths, offer deals, videos of workoutsTimeline/deadline:Need ready by April 28,, 2013

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IndexPowerpoint

COPY OUTLINE – PowerPointKey public (audience) including current level of understanding of product/service: Parents from Utah County ranging from 28 and 40 years old who would like to get their family healthy.

Secondary publics (audiences), if any: children who would like to get their family healthy

Action desired from public(s): to join VSP as a family

How that action ties to the primary public’s self-interest: This will help them keep their family happy and healthy

Influentials (third-party opinion leaders who may influence the key public): parents, doctors


Overall tone: Informational, motivational

Proposed graphics: pictures of families and individuals working out

IndexStoryboard

Copy outline – Storyboard

Key public (audience) including current level of understanding of product/service: Recreational competitive athletes, understand training for events but have never heard of VSP before

Secondary publics (audiences), if any:


How that action ties to the primary public’s self-interest: train harder, beat PRs, gain more confidence

Overriding message/theme and tone:Training for your next event at VSP will give you the best results you have ever seen.




2. Primary Message: Give VSP a try for all your training needs

Secondary: • one week no commitment • no contracts to be stuck in• 85% of people who try it come back

3. Primary Message: our quality of training is top of the line, you can’t get anything like it elsewhere!

Secondary: • individual coaching in small classes• Customized workouts to meet your needs• Qualified coaches make every workout a new experience

Influentials (third-party opinion leaders who may influence the key public): perhaps a local start athlete


Proposed length:Five minute video, storyboarded out to 15 second boxesProposed photos/graphics to post (if any):Photos of athletes in under armor clothing, members after classesMethod and timing of distribution: Ready for women and men’s exposProduction quantity and format:Just make 5 for now, only used at expos as an infomercialTimeline/deadline:Need ready by April 8th 2013

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IndexMedia Alert

Copy outline – Media Alert

Key public (audience) including current level of understanding of product/service: Media

Secondary publics (audiences), if any: Overweight men and women in North Utah County

Action desired from public(s): Come to and cover the media event

How that action ties to the primary public’s self-interest: Good stories sell newspapers, and bring in television viewers.

Special event or reason to send the alert: Get Fit final weigh-in and reveal event.

News hook: This event features 150 residents of Utah County and their weight loss success stories and is hosted by fitness expert Kelli Calabrese.

Event Information:

Who: 150 residents of Utah CountyWhat: Will participate in a Get Fit final weigh-in event.When: March 22, 10 a.m.Where: Velocity Sports Performance, 680 South 500 East, American Fork.

Proposed photos/charts (if any): A before and after photo, photos of the VSP facility.

Method and timing of distribution (e-mail, fax, etc.): A week before the event to media

Specific media to receive release: Daily Herald, KSL 5, KUTV 4, FOX 13, KSTU 2

Follow-up with media (if any): none

Timeline/deadline: Pitch made by March 17

IndexDirect Mail Piece

Copy outline – DireCt Mail pieCe

Key public (audience) including current level of understanding of product/service:Current/previous members of VSP and companies in contact with VSP – adults, children, teens, coaches, trainers, sport teams. Basically anyone they have on a mass emailing list. A majority of this list may already know about the new location of VSP, but it will serve as a good reminder and give visuals.Secondary publics (audiences), if any:

Action desired from public(s):We want the public to actively seek out the new location and maintain or restart their memberships at VSP.How that action ties to the primary public’s self-interest:They public already knows about VSP so fitness may already be a part of their current lifestyle. This will inform them of the new location and encourage them to keep up their physical activity at the new location.

Overriding message and tone:This mail piece gives all the information one would need to find VSP or get in contact with someone who can help them with any questions. It is an athletic-looking advertisement that encourages individuals to maintain or create an active lifestyle at VSP.


1. Primary Message: VSP has a new location.Secondary: • Where to find the new building

• How they can contact personnel at VSP• Where they can go for more info

2. Primary Message: “Why do YOU train?”Secondary: • Our new motto for VSP

• Encourages individuals to reassess the purpose for being activeInfluentials (third-party opinion leaders who may influence the key public):How they will be used to influence the key public (testimonials, examples, etc):No testimonials will be used in order to cut down on wordiness.

Proposed cover title and cover copy:

Proposed cover photos/graphics (if any):Photo of new VSP facility Source of mailing list:VSP company mailing list for Utah/ Salt Lake ValleyMailer size and paper (weight, finish, etc):

Print quantity and number of colors:4-5 colors max.Other graphics to be used (other than cover):VSP logo.Timeline/deadline:To be sent out immediately.

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IndexBrochure

COPY OUTLINE – BROCHURE

Key public (audience) including current level of understanding of product/service: Mothers between the ages of 28 and 40 living within Utah, Salt Lake, and Wasatch counties. These mothers are unfamiliar with VSP and are somewhat familiar with the importance of exercise for the family. Secondary publics (audiences), if any: Fathers and children who want strong familiesAction desired from public(s): Join VSP as a family How that action ties to the primary public’s self-interest: This public seeks a strong healthy family and will get one as they are active togetherPrimary Message: Get an athletic body and optimal health at VSP and in doing so, motivate your spouse and children to do the same.

Secondary: Increasing age makes sedentary people more prone to injury, stress, and disease.The mother’s example is the biggest factor (bigger than father’s example) in whether or not their children

exercise.Other parents have used VSP and it has made a positive impact on their lives and on their entire family’s

lives.Influentials (third-party opinion leaders who may influence the key public): Children whose parent’s began to work out at VSP Parents who have had positive results from VSP How they will be used to influence the key public (testimonials, examples, etc): Children will be used as a cause to motivate parents to work out.Proposed cover title and cover copy: How to build a strong family.Proposed cover photos/graphics (if any): A happy family exercising together.Method and timing of distribution (self-mailer, point of purchase display, etc.): Display brochure in front office of VSP and in local health clinics, and leave in mailboxes of homes closest to VSP.Brochure size and paper (weight, finish, etc): 8.5 X 11 Glossy TextPrint quantity and number of colors: High Quality, 500Other graphics to be used (other than cover): Child working out at VSP, parents being active with childrenTimeline/deadline: May 15

IndexOp Ed

Copy outline – Op-ed Piece

Key public (audience) including current level of understanding of product/service: overweight men and women in Utah County


Action desired from public(s): Try VSP.

How that action ties to the primary public’s self-interest: It will help them attain their fitness goals.

Overriding message and tone: You should try new things. With help from the right people you can do anything as long as you’re willing to try.


1. Primary Message: You should try new things and become your best self.

Secondary: • Story of kids playing Volleyball • Quote from Jillian Michaels

2. Primary Message: You need experts to make things happen

Secondary: • You wouldn’t build a house without a contractor, fitness is the same• VSP offers one-on-one coaching and support you need• Participants in the Get Fit challenge feel the exhilaration of doing something hard and being successful. You can feel the same

Influentials (third-party opinion leaders who may influence the key public): Jillian Michaels,

How they will be used to influence the key public (testimonials, examples, etc): Quote

Proposed headline: Step Up and Out of Your Comfort Zone

Proposed lead: I was sitting at my daughter’s pee-wee volleyball game this week when it occurred to me —volleyball is a lot harder than it looks.

Method distribution (e-mail, fax, mail, etc.): email

Specific media to receive piece: Daily Herald

Follow-up with media (if any): none

Timeline/deadline: The article needs to be published the week of March 22, 2014.

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IndexFact Sheet

Copy outline – Fact Sheet

Key public (audience) including current level of understanding of product/service: potential clients, investors and media outlets who are not familiar with Velocity at all


Action desired from public(s):

How that action ties to the primary public’s self-interest:

Overriding Message: Velocity’s training programs show safe and positive results


1. Primary Message: Proof to be credible by popular sponsors

Secondary: • quote from Gatorade • quote from Under Armour• testimonial from professional athlete

2. Primary Message: Started by knowledgeable athlete and continue with those patterns

Secondary: • quote from founder • founder statistics • testimonial of VSP director

3. Primary Message: Use of high quality equipment

Secondary: • list of Olympic equipment • equipment safety reviews• list of Olympians who used the same equipement

Influentials (third-party opinion leaders who may influence the key public): professional athletes and media


Proposed graphics/charts (if any): noneMethod and timing of distribution (Internet, media kits, w/letter, etc.): media kitsFollow-up (if any): noneFinished size and paper (weight, finish, etc): standard 8.5 x 11Print quantity and number of colors: 100 colored copies Timeline/deadline: June 2013

IndexNews Pitch

COPY OUTLINE – NEWS PITCH

Key public (audience) including current level of understanding of product/service: -Daily Harold North Utah County reporterSecondary publics (audiences), if any:

Action desired from public(s): -Request more info about Velocity Sports Performance and write story about it How that action ties to the primary public’s self-interest: -It will interest many readers

News hook: -Utah is making name for itself with skilled athletes

Story headline: -Local gym opens to create more top athletes

Story lead: -Utah has received national recognition lately due to its growing number of athletes. Velocity Sports Performance recently opened in American Fork, giving athletes, more strength, agility, and speed.

Primary Message: -Velocity Sports Performance is skilled in creating and perfecting athletes.

Secondary: -Top athletes that have come out of VSP -Testimonials of current athletes -Testimonials of local coaches -Testimonials of VSP trainers

In�uentials (third-party opinion leaders who may in�uence the key public): -Local high school coach

How they will be used to in�uence the key public (testimonials, examples, etc):-Interview coach who has had athletes train with VSP.

Proposed photos/charts to accompany story (if any): -Picture of high school athlete working out at VSP

Method and timing of distribution (e-mail, fax, etc.): -e-mail on monday morningSpeci�c media to receive pitch: -Daily HaroldFollow-up with media (if any):

Timeline/deadline: -May 1, 2013

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IndexFeature Story

Copy outline – Feature Story

Key public (audience) including current level of understanding of product/service: Fathers of high school athletes, community leaders and athletes who are all familiar with training facilities, but might not know of Velocity in partic-ularSecondary publics (audiences), if any: ------Action desired from public(s): Visit VSP and ask more information about their services How that action ties to the primary public’s self-interest: The primary public’s self interest is to better themselves or their family in their athletic ability and want to take them to a new level. Proposed theme: VSP trains to your specific needsProposed headline: Sports Training Facility Lead Athletes to SuccessProposed lead: Five of Pleasant Grove High School’s varsity football team has trained withVelocity Sports Performance (VSP) since they were all freshman. These players have successfully led their team to four consecutive seasons of playoffs, three of which took them to the finals.Primary messages: (usually 2-5, short statements/selling points to be conveyed) Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)

1. Primary Message: VSP creates programs specifically to each individual Secondary: • Trains over 500 athletes a year

• The same workout is never repeated• “When I would talk about VSP to my buddies, I found out that we weren’t doing any of the same drills.” Wilksow said.

2. Primary Message: Keeps training safe and healthy Secondary: • Has less than half of reported injuries than competing faclities

• VSP offers diet advice• “VSP gave me tips in what to incoporate in my daily diet and those small changes helped me a lot,” said NFL player Reggie Bush.

3. Primary Message: Velocity has trained several athletes who accomplished high awardsSecondary: • 5 Pleasant Grove football players who trained at VSP recieved full-ride scholarships

• Over 50 athletes who made it in the NFL • Helped train 400 athletes who attained the MVP award in high school

Influentials (third-party opinion leaders who may influence the key public): Professional athletes How they will be used to influence the key public (testimonials, examples, etc): testimonials, statistics

Proposed photos/graphics (if any): VSP alumni with student atheletes

Desired length (number of words or pages): three pages

Method and timing of distribution (e-mail, fax, etc.): email

Specific media to receive story: Daily Herald, Salt Lake Tribune

Follow-up with media: One week after distribution

Timeline/deadline: August 2013

IndexNews Release

Copy outline – news release

Key public (audience) including current level of understanding of product/service:Anyone interested in losing a significant amount of weight, ranging from ages 20-55. Both men and women who live in Utah Valley and are looking to lose weight at the start of the new year. This public may or may not know about VSP. This is a chance for them to find out more information about the facility as well as the weight loss competition. Secondary publics (audiences), if any:Anyone in the Utah Valley who may know someone who is overweight and looking for help to lose weight. Action desired from public(s):We want this public to sign up for the weight loss contest.How that action ties to the primary public’s self-interest:This public is primarily overweight and is looking to lose that weight. This contest will give them the opportunity to lose weight with the help of personal trainers. News hook:Velocity Sports Performance encourages adults to “Get Fit” with new weight loss programProposed headline:New Weight Loss Program Begins in 2014Proposed lead:Velocity Sports Performance will be holding a 10-week weight loss event, beginning January and ending in March, for all men and women who want to maximize their weight loss efforts.Primary messages: (usually 2-5, short statements/selling points to be conveyed) Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)

1. Primary Message: “Get Fit” is a weight loss program for overweight adults in Utah Valley.Secondary: • 10-week weight loss program done at VSP facility with professional athletic trainers

• Competition is similar to “Biggest Loser”• VSP recently moved to their American Fork location

2. Primary Message: Workouts will commence January 7, and continue everyday, once a day until March 14.Secondary: • Trainers will hold daily workout sessions and instruct individuals on healthy eating for

attaining weight loss goals.• Participants will be recording physical info everyday – weight, capabilities, etc.• Winners who have lost the most weight will be rewarded on the day after the last day of workouts.

Influentials (third-party opinion leaders who may influence the key public):Friends, coworkers, spouses, parents, children, coaches, doctors or personal physicians and athletes. How they will be used to influence the key public (testimonials, examples, etc):They may be encouraging them to lose weight, whether it be because of health risks or just to get their old body back. Proposed photos/charts (if any):VSP logo will be used on release. Method and timing of distribution (e-mail, fax, etc.):The press release should be sent (email) to all media outlets by December 1, 2013. Specific media to receive release:Deseret News, SL Trib, Daily Herald, Daily Universe, any health or fitness publicationsFollow-up with media (if any):A follow up should be done by Dec. 8th.Timeline/deadline:News Release should be completed and sent out by Dec. 1st, latest.

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IndexCopy Outlines

Copy Outline – speCial event

Event title/brief description: Get Fit Weight Loss Competition. A 10-week training program to help participating individuals lose weight and create a healthy exercise regimen.

Key public (audience) including current level of understanding of product/service:Our target audience is overweight men and women in Utah who have the desire to lose weight and get healthy.

Action desired from public(s) after attending this event:We want the individuals to see the benefits of working with the trainers at VSP and continue to come back even after the competition.

How that action ties to the primary public’s self-interest:We want more people to know about VSP’s new location and adult classes, so having this audience involved will fill both of those needs.

Event date and time: Begins January 6, 2014 and ends March 14, 2014. Workouts will be everyday at either 6-7:30am or 5:30-7pm. This will provide convenient times for working individuals whether they prefer morning or evening workouts.

Key Message/Theme: Our key message is that it is important to take care of your body and that anyone can learn how with the proper help. Our trainers are successful helping people achieve their strength and fitness goals and anyone, no matter their weight, can achieve them.“Get Fit - Every hot body starts at ground zero. It’s time to get your sweat on.

Timeline/deadline:- Participant invitations: Advertise the Get Fit program by mid-November.- Media invitations: Send out press release by Dec. 10 to all local media.- Printed materials: Post posters and put out flyers at the end of November and beginning of

December. - Incentives: Under Armour gear needs to be ordered by the kick-off date of the contest.

IndexRadio Advertisement

Copy outline – Radio Advertisement

Key public (audience) including current level of understanding of product/service: Stay-at-home mothers with older children.

Secondary publics (audiences), if any: Overweight men and women (without children) in North Utah County.

Action desired from public(s): To sign up for a free trial.

How that action ties to the primary public’s self-interest: If they sign up for the free trial they will look more fit.

Overriding message and tone: Every hot body starts at ground zero. It’s your turn. Get your sweat on.

Format (jingle, single voice, dialogue, etc.): Single voice (upbeat sounding woman)


1. Primary Message: Now that your children are in school, you have time to work out.

Secondary: • It’s hard to work out when you have babies around, but now that your children are in school you can get your old body back.

2. Primary Message: You can get the help you need to maximize your workout at VSP.

Secondary: • One-on-one coaching, class training • Speaker’s testimonial: “I tried it and it was awesome.”

3. Primary Message: Sign up for a free trial today.

Secondary: • Visit VelocitySP.com/Americanfork to see more

Influentials (third-party opinion leaders who may influence the key public): A woman “just like me.”

How they will be used to influence the key public (testimonials, examples, etc): The “I did it and so can you” testimonial of a woman you might already know.

Production format and length (script, recording, 30 sec., 60 sec., etc): 30 seconds

Slogan or tagline if any: Velocity Sports Performance. Why do you train?

Production quantity:10

Target stations: KBEE, KENZ, KMYL, KSFI, KBZN

Timeline/deadline: Dec. 2013, Jan. 2014

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IndexYoutube Video

Copy outline – YouTube Video

Key public (audience) including current level of understanding of product/service: Recreational competitive athletes, understand training for events but have never heard of VSP before


How that action ties to the primary public’s self-interest: train harder, beat PRs, gain more confidence

Overriding message/theme and tone:Training for your next event at VSP will give you the best results you have ever seen. The video will be humorous and entertaining




2. Primary Message: Give VSP a try for all your training needs

Secondary: • one week no commitment • no contracts to be stuck in• 85% of people who try it come back

3. Primary Message: our quality of training is top of the line, you can’t get anything like it elsewhere!

Secondary: • individual coaching in small classes• Customized workouts to meet your needs• Qualified coaches make every workout a new experience

Proposed visuals: man working out on his own for an event, and struggling, man falls over, passed by VSP athletes

Production length (30 sec., 60 sec., etc): 30 seconds

Slogan or tagline (if any): Why do YOU train?

Production quantity: load it up one time to YouTube and link to it via the website, Facebook, and Twitter.

Timeline/deadline: Due April 8th, 2013.

IndexLeaflet

Copy outline – Leaflet

Key publics (audience) including current level of understanding of product/service: Recreational competitive athletes, Overweight working adults. Both of these publics have experience with different forms of exercise and exercise programs. Both of them have unique purposes in exercising. This leaflet targets the idea of exercising with a purpose.

Action desired from public(s): Attend a class and join a consistent workout group.

How that action ties to the primary public’s self-interest: These individuals either want to lose weight or compete better. They will be able to pursue those goals with others who share the same goals.

Overriding message and tone: We have a new facility, and we want you to come for the reason you want to come. The tone is that people should train because they have a reason to train.

Primary Message: Visit our new facility for a new, quality training experience

Secondary: • Our classes are tailored specifically to the group• Our classes can fit in to lunch schedules

Proposed ad graphics: Velocity logo, athlete training

Slogan or tagline (if any): Train with a purpose, Why do you train?

Target publication(s): Businesses close to the new facility

Ad size, format: 8.5x5.5 leaflet

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IndexPhoto

Copy outline – Photo with tagline

Key public (audience) including current level of understanding of product/service: Mothers of athletes, Overweight adults, Recreational competitive athletes. This image will be used in another piece of collateral to support the content surrounding it.

Action desired from public(s): We want to make them think and to consider their personal purpose in exercising.

How that action ties to the primary public’s self-interest: The action actually helps them identify their self-interest. It helps them find a purpose that Velocity can provide an answer to.

Overriding message and tone: There are a lot of open possibilities. It makes them think about what they’re looking for.

Primary Message: Why do you train? We can help you find your personal answer to that question.

Proposed ad graphics: Open field inside of a Velocity facility

Slogan or tagline (if any): Why do you train?


IndexPoster

Copy outline – Poster

Key public (audience) including current level of understanding of product/service: Recreational competitive athletes. They may have heard of Velocity from other athletes they know. They all understand the idea of performing at a high level.

Action desired from public(s): Come take a look at the new facility and begin training.

How that action ties to the primary public’s self-interest: These individuals are seeking to compete at a high level. Training with Velocity will help them be stronger competitors.

Overriding message and tone: Velocity can help any individual train like a professional athlete. The tone is confident and exciting.

Primary Message: Velocity Sports can help you train like a professional athlete.

Secondary: • Come train with us • Contact us with any questions

Proposed ad graphics: Velocity logo, professional athlete doing something impressive

Slogan or tagline (if any): Why do you train? Compete like a professional athlete


Ad size, format: 11x17 poster

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IndexSources

Sources

http://www.bls.gov/spotlight/2008/sports/pdf/sports_bls_spotlight.pdfhttp://governor.utah.gov/dea/2010census_demoprofiles.htmlhttp://blog.surveymonkey.com/blog/2012/08/13/what-your-favorite-way-break-sweat-top-exer-cise-habits-revealed/

VSP Long Book Draft 2-1

Documents

short statementsselling

bulleted supporting

income generating

party opinion

including

bust health

entire familys

hot body starts