Designing Smart Marke<ng Programs & Promo<ons

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Alexandrina Hicks
6 years ago
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1 Designing Smart Marke<ng Programs & Promo<ons PLANNING WORKSHEETS

2 PLANNING WORKSHEET: Building Out Your Program Program name: Descrip(on: How do you make your program a can t- miss experience? Think of how you can add in other elements, marke<ng tools, ac<vi<es etc., to maximize your program appeal and benefits. What can you do with this program to get More exposure for your business? More engagement and interac(ons with your clients? More dollars in your pocket? A be>er experience or results for your clients? Improvement in clients rou(ne or behavior? Greater interest in other services or products? Greater long- term commitment to your studio / workouts?

3 PLANNING WORKSHEET: Analyzing Your Prospec<ve Program Program name: STUDIO BENEFITS How do you expect the studio to benefit financially from the program? Calculate projected revenue, costs, profit, and post- program financial impact. What other (non- financial) benefits will you experience during/a\er the program? Does this meet your objec<ve(s) and/or expecta<ons? PARTICIPATION OBSTACLES Why specifically might people NOT want to par<cipate? Consider client costs and challenges. Do you want to modify your program in any way to address this?

4 PLANNING WORKSHEET: Analyzing Your Prospec<ve Program Program name: BUSINESS IMPACT How might the program cause current clients to change their schedule or visits? i.e. cannibaliza;on effect on some services How will the program affect your business logis<cally? i.e. addi;onal work or tasks to be done, change in teaching hours Is your program se_ng any new precedents or expecta<ons, good or bad? In what other ways could the studio be nega<vely impacted or experience complica<ons? MARKETING Where do you expect to draw people from to par<cipate? How are you going to reach these people and at what cost? If you don t get a strong response, what impact will that have on your business?

Every studio is unique so please consider what may or may

5 Program Examples Here are a few more examples to help you think crea<vely and create new programs for your studio. Every studio is unique so please consider what may or may not work best for YOUR business and customize accordingly!

6 Group Training Studio Program [Example] Objec(ve: Show client apprecia<on and facilitate some fitness fun! *Improves reten;on Idea: Offer a giveaway Program: Summer Celebra<on Giveaway Overview: A photo contest with a summer workout theme Program Details: Students post on social media (or to studio if not ac<ve on social media) a photo of themselves doing any exercise outside. Must have aeended at least 1 class or session at the studio within the last 2 months to par<cipate. Students can post (or ) their photo any<me over a 3- week period Social media posts should include a link to the studio s social media page and a special program hashtag. (if ed to studio, the studio will share on social media to help showcase the program). Studio may also print out and post all photos in the studio on a bulle<n board and/or share on social media. 1-3 winners are randomly chosen, depending on size of studio. Prize examples: Summer workout ouiit from a popular athle<c retailer A private class just for client and friends to be enjoyed at an outside loca<on of their choice, i.e. beach, park, personal backyard A beach bum prize pack, i.e. towel, tote bag, water boele, etc.

7 Group Fitness Studio Program [Example] Objec(ve: Show client apprecia<on and strengthen your community *Improves reten;on Idea: A workout + social event Program: Sweat, Sculpt & Shop Overview: Studio partners up with an athle<c clothing retailer to host an in- studio workout + shopping event Program Details: Students get to enjoy a special complimentary class that includes 20 minutes cardio dance + 20 minutes sculp<ng.*exis<ng students are invited first, as space permits new clients or client friends can aeend. The studio sets up a pop- up bou<que of workout clothes and accessories in their lobby for clients to browse a\er the class. Event includes light refreshments (from a local café if possible to expand co- promo<ng efforts). All businesses involved promote the event to their followers (a\er exis<ng studio clients reserve their spots). Mul<ple classes can be scheduled as needed. I.e. as one class shops and socializes, the next class could start their workout depending on studio layout. All aeendees can enter their name into a raffle for a bonus prize giveaway.

8 Yoga Studio Program [Example] Objec(ve: Aeract new clients to your Yoga Studio Idea: Offer a free class to a local running group Program: Stretch & Stride - Yoga for Runners Overview: Offer post- run stretching sessions and a class series for runners/athletes. Program Details: Run with (or meet up with) the runners and lead them through 10 minutes of yoga- based stretching at the end of their run ~ 3 <mes. Hand out cards to runners direc<ng them to a free 15- minute post- run stretching video, (designed just for them) posted on YouTube & studio website. Offer a special 4- week yoga class series designed for runners/athletes, scheduled to start ~2 weeks a\er your last post- run stretching session. *Start promo<ng the series at the first run with an announcement, op<onal flyer/postcard, and op<on to sign- up. The 50- minute class focuses on core strengthening and stretches for runners/athletes. Requires registra<on and purchase of all 4 classes. *Missed classes can be made- up from the regular class schedule. Class series is to anyone and promoted outside the running group as well.

9 Cycling Studio Program [Example] Objec(ve: Give back to the community and build goodwill *Also designed to abract new clients! Idea: Run a food drive Program: Food Bank Class Series Overview: A weekly dona<on- based class is added to the schedule during the holiday season. Program Details: A community class open to new and exis<ng students added incrementally to the schedule for the month of November. A 40- minute cycle, sculpt + stretch class a unique workout vs. regular classes (beeer chance that students will add class incrementally). Promoted throughout the community with addi<onal PR exposure since it is a free and charitable community event. Students can be asked to bring in a minimum of 3 nonperishable food items for the local food bank as their cost to aeend class, or can make a dona<on (online or in the studio) that will be given directly to the local food bank. Studio owner/teacher(s) donate their <me to teach the class. Students are asked to help promote the class on social media to increase awareness and dona<ons.

Select and finalize your golf course including a written contract covering your requirements and expectations.

Select and finalize your golf course including a written contract covering your requirements and expectations. 6 MONTHS: 180 days before your event: Determine the reason and objectives for your event. For example, set fundraising and attendance goals. Determine the primary individuals who will be responsible for