Table of

Contents
Letter of Transmittal................................................................................
Meet The Breakfast Club & Contact Info................................................
Executive Summary................................................................................
Research................................................................................................
SWOT Analysis.......................................................................................
Research Methods.................................................................................
Key Message Platform...........................................................................
Objectives, Strategies, Tactics, and Evaluation......................................
Objective 1.........................................................................................
Objective 2.........................................................................................
Objective 3.........................................................................................
Budget....................................................................................................
Timelines.................................................................................................
Appendices.............................................................................................
Appendix A.........................................................................................
Appendix B........................................................................................
Appendix C.......................................................................................
Appendix D........................................................................................
Appendix E........................................................................................
Appendix F........................................................................................
Appendix G......................................................................................
Appendix H.......................................................................................
Appendix I.......................................................................................
Appendix J.......................................................................................

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Letter of
Transmittal
The Breakfast Club
304 S. University St.
Normal, IL 61761
April 26, 2016
Move. Pilates and Yoga
712 E. Empire St.
Bloomington, IL 61701
Dear Ms. Thomson and Ms. Durchholz,

As The Breakfast Club we are pleased to submit for your approval the attached public relations campaign for Move. Pilates and Yoga, as promised. After researching your company and
the surrounding community, we were able to develop an exclusive campaign plan detailing the
situation your company is facing and providing guidance on how to overcome possible threats.
The goal of this campaign is to generate demand for Pilates and yoga mat classes by creatively
developing client retention and ambitiously seeking potential new clients, further outlined in the
executive summary.

This plan is comprised of objectives, strategies, and tactics that will help increase brand
awareness, the number of clients who attend class each week, and the number of clients in
each class.

We are deeply grateful for the opportunity to work with your company, and thank you for
your consideration.

The Breakfast Club looks forward to presenting this plan in person at Fell Hall on April 26,
2016. If you have any questions please feel free to contact us at klarso3@ilstu.edu or by phone
at 630-956-8586.
Sincerely,

Kelly Larson

Allison Cundiff

Colleen Muldowney

Jedidiah Hasselbring

Megan Ponti
1

Colleen Muldowney

Kelly Larson

Media Relations Manager

Account Manager

Responsible for overseeing communications to the media, including preparing articles, press kits, press releases, and other
content initiatives. Cultivates and manages
relationships with media reps.

Responsible for performing research, identifying needs, and developing PR material for
clients. Works with account coordinators to
enhance client image.

Alli Cundiff

Event Manager

Responsible for managing events and ensuring deadlines and budgets are adhered to.
Directs coordination of activities to prepare
for the day of the event.

Megan Ponti

Creative Director

Responsible for all creative operations for the account

including staff supervision and work production.
Directs the activities of subordinates to maintain standards of creative excellence, timeliness, and profitability, while achieving the clients goals.

Jed Hasselbring

Public RelationsDirector

Responsible for managing the public relations department and the content it delivers.
Ensures brand message is consistent,
timely, and relevant.

Executive
Summary

Move. Pilates & Yoga is an upscale fitness studio located in Bloomington, Illinois. With a multitude
of exercise opportunities throughout the community, Move. Pilates & Yoga is the only studio to
offer Pilates, yoga, and stand up paddle boarding (SUP) classes in the area. The Pilates instructors are professionally trained through Balanced Body, a nationally recognized education program
within the industry. The studio is based on a philosophy of providing extraordinary Pilates and Yoga
experiences taught by professionals for a mindful movement and a commitment to understanding
what clients bodies are capable of while providing a safe, quality environment where one can nurture their mind and challenge themselves.
Classes at Move. Pilates & Yoga are offered seven days a week with varying schedule times and
different class sizes. While the studios equipment classes are extremely popular utilizing a waitlist
for entry, the organization seems to have a hard time filling Pilates and yoga mat classes consistently. Numbers for both mat classes have been fluctuating from full attendance to half capacity,
with yoga being less popular than Pilates. The Breakfast Club has identified the inconsistency in
class attendance as the main problem, as it can negatively impact the future of the business.
The Breakfast Clubs goal for this campaign is to generate demand for Pilates and Yoga mat
classes by creatively developing client retention and aspiringly seeking potential new clients within
the Bloomington-Normal community.
The primary targeted audience is young professionals in the Bloomington-Normal community, ages
25-35, as well as the studios existing clientele. We expect this audience to regularly attend mat
classes at Move. Our Special audience are young moms, fitness enthusiasts and fitness fashionistas. We expect them to attend Parkolates Saturdays regularly and be involved in our community
events.
The Breakfast Clubs major strategy includes utilizing audience participation through experiential
marketing as it has been proven to be most successful in the public relations industry. For example, tactics such as Parkolates (Pilates in the park) and Bingo Bash to fill mat classes to full
capacity.
With a budget of $2,000-$3,000 we anticipate an increase awareness of the Move. Studio among
young professionals ages 25-35 in the Bloomington-Normal area, an Increase Increase number of
existing clients who attend three classes a week by 15% by December 31, 2016, Achieve 10 to
12 participants in every mat class among current and potential clientele by December 31, 2016.
The Breakfast Club is anticipating to spend $1786.81 to meet these objectives. If our desired
objectives for the campaign are met by the desired date then this public relations campaign was
successful.
3

Research
This section outlines the current situation and problem faced by Move. Pilates & Yoga,
and offers historical context. It then details the organizations strengths, weaknesses,
opportunities, and threats (SWOT) to provide a foundational basis for initial research. Next,
it describes research questions and methods taken by The Breakfast Club to ensure an
effective and successful public relations campaign, including an analysis of the data found.
Finally, it discusses the target publics and key message platform.

Situation Analysis

Move. Pilates & Yoga is an upscale fitness studio located in Bloomington, Illinois. With a multitude
of exercise opportunities throughout the community, Move. Pilates & Yoga is the only studio to
offer Pilates, yoga, and equipment classes in the same facility. It is also the only studio in the area
to offer stand up paddleboarding (SUP) in warmer months.

Founded in May of 2015, owners Georgia Thomson and Jennie Durchholz strived to hire instructors that would foster a sense of community within classes and provide individualized service.
The Pilates instructors are professionally trained through Balanced Body, a nationally recognized
educator in the industry (1). Comparatively, the yoga instructors hold multiple certifications in Vinyasa and Pranakriya, two of the most popular forms of yoga (1).

Classes at Move. Pilates & Yoga are offered seven days a week with varying schedule times
and different class sizes. Pilates and yoga classes can hold between 12-14 people, and equipment and SUP classes can only hold three people. While the studios equipment classes are
extremely popular utilizing a waitlist for entry, the organization seems to have a hard time filling
Pilates and yoga mat classes consistently.

Numbers for mat classes have been fluctuating from full attendance to half capacity, with
yoga being less popular than Pilates. The Breakfast Club has identified the inconsistency in class
attendance as the main problem, as it can negatively impact the future of the business. Our goal
for this campaign is to generate demand for both Pilates and yoga mat classes by creatively developing client retention and ambitiously seeking potential new clients.
-------------------------------------------------------------------------------------------------------------------------------1: About Us. (n.d.). Retrieved April 04, 2016, from http://www.movepilatesyoga.com/page2.html
4

SWOT Analysis
This table analyzes Move. Pilates & Yogas strengths, weaknesses, opportunities, and threats
(SWOT) as an organization. Each SWOT item is specifically stated (i.e. aspect), defined in terms of
what it means to the company (i.e. implications), and addressed with possible actions to improve
each aspect for the benefit of the company.

Aspect

S
t
r
e
n
g
t
h
s

Implication

Possible Actions

Offers Pilates, yoga and equipment classes

Establishes versatility with

both fitness audiences

Continue to switch up class

structures to maintain a challenging environment

Instructors have multiple certifications through well respected

educators

Offers well-rounded class

structure for a unique experience each session

Highlight instructor certifications

in the studio and on the website

Fosters strong sense of community

Class sizes for Pilates and yoga

mat sessions

Offers stand up paddle boarding

(SUP)

Enhances relationships between Move. Pilates & Yoga

and its clients

- Offers individualized attention

- Strengthens relationships between clients and instructors
Enhances relationship between Move. Pilates & Yoga
and the outdoor fitness community

- Ensure new clients feel welcome and apart of the sense of

community
- Continue to maintain a welcoming and judgment free zone

Continually advocate the benefit

of average class sizes on individual and personalized training

Look into having classes in a

pool setting and not just lake

Aspect
Small equipment class
sizes

W
e
a
k
n
e
s
s
e
s

Small studio space

T
h
r
e
a
t
s

Waitlisted individuals may

choose to attend other
studios

- Doesnt allow room for

possible expansion
- Only one class can be
offered at a time

Possible Actions
Send emails to waitlisted
individuals thanking them
for their patience

Advocate the benefit that

small studio space offers
an inclusive environment,
fostering a positive sense
of community

Potential clients may

Hire someone to revamp
Website isnt user or friendly
choose a competitor based the website establishing a
or visually appealing
on the lack of visual profes- professional appearance
sionalism
Client retention

O
p
p
o
r
t
u
n
i
t
i
e
s

Implication

Returning clients are more

valuable and loyal than
consistently reaching out to
new clients

Offer a loyalty or rewards

program

Active community groups in

Bloomington-Normal

Improves corporate social

responsibility and adds
an additional value to the
company

Donate time and resources to various philanthropic

causes in the area

Yoga/Pilates Trunk shows

- Enhances instructors
education
- Increases awareness of
the studio

Go to an event or trunk
show in surrounding area
to learn from other studios
and see what they could
bring back to Move.

Rewards and/or referral

programs

-Establishes relationships
with existing clients
- Helps garner new clients

Vast amount of fitness

options in the Bloomington-Normal area

Customers may choose to

be loyal to competitors

Warmer weather

Lack of outdoor classes

decreases class attendance among outdoor
fitness lovers during warmer
months

- Utilize a punch card

- Develop a referral program
- Develop a point system
providing studio credit for
loyalty
Advocate Move. Pilates &
Yogas quality instructors,
diverse class structure, and
individualized attention

Offer classes at different

outdoor locations around
the community for the
warmer months

Research
Methods
Historical Context
Georgia Thomson and Jennie Durchholzs passion for fitness and fostering a strong sense of
community lead to their instruction of Pilates at Adkins Pilates in Bloomington, Illinois. Founded in
2010, Adkins Pilates had a positive rapport with the Bloomington-Normal community and a strong
client base. When the owner, Lexy Adkins, decided to close the studio in April of 2015 due to moving out of state (2), Thomson and Durchholz grasped the opportunity to own their own company.
Thomson and Durccholz bought the equipment from the Adkins studio and formed Move. Pilates &
Yoga at the same location in May of 2015 (G. Thomson, personal communication, March 22, 2016;
2). Firmly believing Pilates and yoga were more than just fitness trends, but a lifestyle, the pair
wanted to foster the same sense of community within their own studio environment (3).

---------------------------------------------------------------------------------------------------------------------------------2: Nagle, M. (2015, April 3). Adkins Pilates to close April 19. Retrieved April 04, 2016, from
http://www.pantagraph.com/business/local/adkins-pilates-to-closing-april/article_e53b1f83-6db1551d-a030-76f3ae6a4ec1.html
3.Pantagraph Staff. (2015, May 1). Pilates studio to open on Empire. Retrieved April 04, 2016, from
http://www.pantagraph.com/business/local/pilates-studio-to-open-on-empire/article_1a846ad1-761b-59db-8679-f43fbc4b6fa9.html
7

Research
Methods
To better understand Move. Pilates & Yogas current situation and problem, opportunities to be
had, and audience, our team decided there were four questions that needed to be answered:

Research Questions

R1

How are competitors marketing themselves versus Move. Pilates and Yoga?

R2

What is the difference in scheduling and pricing between Move. Pilates and Yoga and
competitors?

R3
R4

-What social platforms or mobile apps are they using?

-Are there popular class times not being utilized at Move.?

-What type of rewards are they interested in?

-What classes do they prefer to take?
-What is their preferred class times?

-What is the audience salary, gender, and education?

-What motivates or interests the audience about yoga or Pilates?

How do current clients feel about Move. and what are their suggestions for
improvement?

Who is the target demographic for the yoga and Pilates industry?

Target Audience

This campaign focuses on current and potential clients for Move. Pilates & Yoga. The current
demographic was given by the studio. The potential audience was chosen by The Breakfast Club
based on information given by Move. and secondary research indicating target demographics for
yoga and Pilates .
Current

Potential: Young Professionals

Demographics

-Primarily women (80-20 women

to men)
-Ages 25-65

-Male and female

-Household income ~$50,000+
-At least a bachelors degree
-Ages 25-35

Geographics

-Bloomington-Normal community

Bloomington-Normal community

Psychographics

-Values individualized fitness attention

-Upbeat and outgoing personality
-Looking to maintain health
-Interested in yoga and Pilates

Research
Methods
Primary Research

The Breakfast Club conducted a series of qualitative and quantitative primary research to give a thorough
background of the Move. studio and effectively plan a successful campaign. For example, the team participated in administering a survey to existing clients and doing a content analysis of competitors. Below
are key insights from the research which shaped the direction of the campaign. Key insights consist of a
collection of essential ideas that can be leveraged for the growth of an organization (See appendices A, B
and H).
Move. is the only studio offering a variety of classes on Sundays
P
r
i
m
a
r
y

Current clients who participated in the survey are interested in more meditative styles of yoga such as
Hatha
Current clients who participated in the survey are interested in more time slots for yoga, preferably
closer to 5 p.m.

59% of clients surveyed wish to be rewarded with studio credit, 24% with merchandise, and 18% with
a complementary mat class
54% of clients surveyed prefer class times between 5 p.m. and 9 p.m. Monday-Friday
69% of clients surveyed prefer classes between 9 a.m. and noon on Saturday

An equal percentage of clients surveyed prefer class times between 9 a.m. and noon, and noon to 4
p.m.
All competing studios, including Move., have at least Facebook and Instagram

Preferred Class Times

5:30am-8am

9am-noon noon-4pm 5pm-9pm Other

9

Research
Methods
Secondary Research

To better understand the fitness industry secondary research was conducted focusing on the target demographics, statistics, and benefits of yoga and Pilates. Key insights are listed below.
62% of yogis fall within ages 18-44 4

38.4% of yogis have practiced for one year or less

S
r
i
m
a
r
y

44.8% of yogis consider themselves beginners

Top 5 reasons for motivation to practice/getting into yoga:

1. flexibility 2. general conditioning
3. stress relieve
4. improve overall health
fitness

5. physical

49% of yogis have a household income of $75,000 or higher5

60% of yogis are well educated with a bachelors degree
Average age of Pilates participant is 35.16

Yoga is about removing judgement and letting people be present7

Pilates improves things like physical coordination, flexibility, muscle strength and lung capacity8

------------------------------------------------------------------------------------------------------------------------------------4: Yoga Journal. (2012, December 06). Yoga Journal Releases 2012 Yoga in America Market Study.
Retrieved April 24, 2016, from http://www.yogajournal.com/article/press-releases/yoga-journal-releases-2012-yoga-in-america-market-study/
5: Medlin, S. (n.d.). Demographic Profile - Yoga. Retrieved April 24, 2016, from
http://www.scribd.com/doc/203990542/Demographic-Profile-Yoga#scribd
6: SBDCNet. (n.d.). Mind Body Fitness. Retrieved April 24, 2016, from
http://www.sbdcnet.org/small-business-research-reports/mind-body-fitness
7: Wei, M. (2015, July 10). Why Do People Do Yoga? Retrieved April 24, 2016, from
http://www.huffingtonpost.com/marlynn-wei-md-jd/why-people-do-yoga_b_7758984.html
8: Better Health Channel. (n.d.). Pilates and yoga - health benefits. Retrieved April 24, 2016, from
https://www.betterhealth.vic.gov.au/health/conditionsandtreatments/pilates-and-yoga-health-benefits
10

Key Message
Platform
The key message platform (KMP) lays out the most important messages of Move. The KMP provides a consistent space for the production of all messages and content produced by Move.
These messages are the core to what Move. wants their current and potential clients to remember.
Listed below are the KMPs constructed for the campaign:
Move. prides itself in providing personalized training to each and every client. Current clients
areencouraged to stay consistent with class attendance in order to achieve the best results.

Slogan:

Building strength, inner peace, and a personalized experience. Join the Move. Makers.

Vision Statement:

To increase client retention and bring in new clientele to keep mat classes full.

Mission Statement:

To provide premier service, individual and personalized training, and foster a sense of community
within all Pilates and yoga sessions.

Positioning Statement:

For young professionals male and female ages 25-35, and current clients primarily female ages
25-65, Move. stands as a studio for personalized interaction and client appreciation.

Proof Points:

Values personalized training and individual attention

Has strong relations with the surrounding community
Has well-rounded instructors with multiple certifications
to meet the various needs of clients
Only studio in the area that offers yoga and pilates
exclusively

11

Objectives, Strategies,
Tactics, and Evaluation
Objectives represent the desired outcome for the entire campaign, and as such are crucial to the
public relations process. Each objective consists of four parts: a desired outcome or effect, a
goal, a target audience, and a specified date or deadline. Within each objective, benchmarks are
given as a way to measure the organizations progress throughout the campaign. This section lists
and describes each objective created by The Breakfast Club to address the campaign goal of
retaining clients, and seeking new audiences.

Objective 1:

Generate brand awareness

among young professionals
ages 25-35 in the Bloomington-Normal area by 15% by
Dec. 31, 2016

Benchmark: After the campaign period a survey should be conducted to

the Bloomington-Normal community
to determine overall target audience
awareness.
Rationale: Move. would like to
increase attendance in mat classes
and in order to increase attendance,
possible clientele need to be aware
of the brand.

Objective 2:

Increase number of existing clients who attend three

classes a week by 15% by
Dec. 31, 2016

Objective 3:

Achieve 10 to 12 participants in every mat class

among current and potential clientele by Dec. 31,
2016

Benchmark: Currently on average 17

clients attend three classes a week
at Move.

Benchmark: Currently the average

number of students per class at
Move. is six

Rationale: Increasing class attendance per week helps increase

client retention and maintain a
strong sense of community among
members

Rationale: Mat classes are currently seeing inconsistent numbers

while the equipment classes have
a waiting list, thus threatening the
future of the business. Achieving
10-12 participants is a reasonable
number because Move. likes to keep
its classes to a small or average
number.

Programming

Programming consists of the planning and execution of the desired objectives to fulfill the campaign goal. This section provides the strategies, or categories, specifying the actions Move. Pilates and Yoga needs to take to meet the desired objectives. It also outlines the tactics presented
to accomplish each strategy that will fulfill the objectives, including a timeline for implementation.

12

Objective 1
Tactic:

Parkolates (See appendices E and I)

Plan:

Strategy 1:

Use experiential marketing

through audience participation

-No money can be collected, advertising is okay on social media,

space guarantee is a risk to take, no cost to rent space, must be
during park hours from dawn to dusk
-Do this every Saturday from June-August, with the exception of Independence Day weekend
-Have anyone who attends sign their name on sign in sheet
- Location: Clearwater Park, 2716 Clearwater Drive, 10-12 minute drive
from Move. studio

Evaluation:

Count how many people attended each Parkolates session

Tactic1:

Sponsorships (See Appendix C)

Plan:

-City of Bloomington Criterium Bike Race

Evaluation:

Survey Bloomington-Normal area to determine awareness gained from

Strategy 2:

Community Outreach

attending bike race.

Tactic 2:

Joining the Downtown Bloomington Association (See Appendix D)

Plan:

Contact DBA to join by June 1st

Evaluation:

Survey Bloomington-Normal area to determine awareness gained from

joining the association.

13

Objective 1
Tactic :

Facebook Advertisements and Social Space (See appendices E, I and J)

Plan:

Strategy 3

Utilize target marketing to build

advocacy and engagement in
the social space

-Create two Facebook advertisements selecting the age range 25-35,

geographic location of Bloomington-Normal, male and female, and income of at least $50,000 (if possible)
-Also select interests such as health and wellness, yoga, Pilates, Lululemon, Jamba Juice, Vitamin Shoppe
-Run the ads from May-December giving them a budget of $400, adjusting them as needed to ensure click through rate.
-Place schedule flyers in OhmFit Actvewear

Evaluation:

The promoted posts success will be measured by using Facebook insights to see how many people liked or shared the advertisement, as
well as how many people liked the Facebook page after the advertisement rolling out, including page traffic
The flyers awareness will be measured by including OhmFit as an option
to select where people first heard about Move. from on their website

14

Objective 2
Tactic :

Move. Makers Program (See appendix G)

Plan:

Strategy 1:

Utilize audience participation

through developing a stamp
card system

-Attend 3 or more classes in one week for four consecutive weeks and
receive the official Move. Makers t-shirt
-Once in the Move. Makers program (after receiving the t-shirt), for every month you fill after that you receive 10% off apparel
-Starting in June-Dec.

Evaluation:

Track how many people participate in the program, and how many people complete the program

Tactic :

Offer Hatha yoga on Sunday at 1pm, Tuesday at 4:30pm and friday at

4:30pm

Plan:

Strategy 2:

-Offer Hatha yoga on Sunday at 1 p.m., Tuesday at 4:30 p.m. and Friday
at 4:30 p.m
Implement new yoga class to
-Eva is available to teach during these times and has the ability to
appeal to existing clientele
teach this class

Evaluation:

Track class attendance for each Hatha class session and utilize the
sign in sheet to see how many classes a client is attending per week

Tactic :

Post statistics on social media and web page (See appendix J)

Plan:

Strategy 3:

Utilize research to persuade

clientele

-Use scholarly statistics on yoga attendence and practice to persuade

clients into attending three classes a week

Evaluation:

Compare the amount of people attending three classes a week before

the statistics roll out to at the end of the campaign after they roll out,
measuring them against the KPI

15

Objective 3
Tactic 1 :

Strategy 1:

Start a Referral Program

Use experiential marketing

through audience participation

Plan:

-For every person you refer who signs up for a mat package of classes, you get 10% off a mat package

Evaluation:

Count how many people were referred to Move. and purchased a mat
package.

Tactic 2:

Bingo (See Appendix F)

Plan:

-5X5 card with free space in the middle

-Have to get a full line either horizontal, vertical and across (12 ways to
win)
-Fill it with existing yoga and pilates classes
-Once you get a bingo you win studio credit (10% off of a single class,
or package; blackout = free class or 25% off a package
-Promote it on Social media
-Feature winners on Facebook page
-Buy branded stamp and print branded bingo cards
-Do this in June, Aug., Oct., Dec.

Evaluation:

Count how many people achieve a bingo or blackout each month the
game is played

Tactic 3 :
Move. Makers
(See Objective 2)

16

Budget
TACTICS

TIME

EXPENSES

NOTES

Parkolates

18.2 hours

$121

-40 min per Parkolates event, for 6 events = 4 hours

-Organic social posting about an hour per week for 13 weeks = ~13 hours
-Word of mouth instruction in one class, once a week, for ~5 min, for 4 months
= 1.2 hours
-----------------------------------------------$1 a day on Facebook to promote, for 14 days (two weeks before each
event), for six events = $84
-Flyers at OhmFit Activewear = $36.50 at Office Depot (cost includes one
sided, color, cardstock, cut and ready, and tax at Office Depot)

Bike Race/ DBA

association

6 hours

$688

-Downtown sponsorship for Bloomington Bike Race = $250

-Table for booth = $42.28 from Walmart
-Banner for booth = $76.38 from CM Promotions
-Water bottle labels = $54.89 for 200 from Uprinting.com
-6 32-pack Purelife water cases from Walmart = $25.97
-50 Schedule flyers = $36.77 from Office Depot
-Teal table cover from Walmart = $2.17
-The event is from 11 a.m. - 5 p.m.
---------------------------------------------Downtown Bloomington Association = $200

Facebook Advertisements

Objective 1: Awareness

N/A

$400

Flyers at OhmFit
Activewear

N/A

$37

Tactic 1: Implement Hatha yoga

class Sunday at
1 p.m., Tuesday
at 4:30 p.m. and
Friday at 4:30
p.m.

90 hours

N/A

8.5 hours

N/A

Post on Facebook every other week from May-Dec.

Tactic 3: Move
Makers Program

3 hours

416.81

-For 10 small, 10 medium, and 10 large unisex shirts from CustomInk, including
a rush fee it is $388.08 for the shirts ($11.76 each for 30)
-For 152 stamp cards (38 full pages) single-sided, color, cardstock, cut and
ready it is $28.73 from Office Depot

Tactic 2: Post
statistics on social media, and
website after
registering for a
class

Run 2 ads on Facbook from May-Dec. with a budget of $400

Keep schedule flyers at OhmFit Activewear for direct target marketing (cost
includes one sided, color, cardstock, cut and ready, and tax at Office Depot)

Objective 2: Attendance per week

3 hours per week from June-Dec.

17

Budget
TACTICS

TIME

EXPENSES

NOTES
Objective 3: Full Classes

Tactic 1:
Referral
program

N/A

$7-12.50

Tactic 2:
Bingo

N/A

$117

Tactic 3:
Move Makers Program

see above

see above

125.8 hours

$1786.81 $1792.31

TOTAL

10% off a mat package for ever one person who refers someone who buys a mat package (discount is $7 for 5 mat classes
or $12.5 for 10 mat classes package)
-Stamp costs $5
-To print 150 cards in color one sided, on cardstock, cut and
ready it costs $111.94
see above

$1786.81 including the $7 discount - $1792.31 including the

$12.50 discount (per one referral)

18

Timelines

19

Timelines

20

Timelines

Appendix A
A content analysis comparing types of media
Move.

Social Media

Mobile App

- Facebook
- Instagram
- LinkedIn
- Twitter
MINDBODY
scheduling app
(has other yoga
studios on it as
well)

Main Street Yoga

Dailey Method Body of Bloomington

- Facebook
- Instagram
- LinkedIn
- Twitter

- Facebook
- Instagram
- Twitter

- Facebook
- Instagram

N/A

Have their own

app through
MINDBODY
with only their
information

MINDBODY scheduling app (has other

yoga studios on it as
well)

21

Appendix A
A content analysis comparing types of scheduling
Note: Schedule as of April

Move.

Dailey Method

Body of Bloomington

8 a.m.
5 p.m.
7:30 p.m.

5 a.m.-10:30 a.m.
5:30 p.m.

9 a.m.
11:30 a.m.
4:45 p.m.
6 p.m.
7:30 p.m.

Tuesday

Noon
5:30 p.m.
6:30 p.m.

6 a.m.-10:45 a.m.
5:30 p.m.
5:45 p.m.

5:30 a.m.
11:30 a.m.
4:30 p.m.
5 p.m.
6:30 p.m.

Wednesday

9 a.m.
4:30 p.m.
5:30 p.m.
6:30 p.m.
7:30 p.m.

5 a.m.-10:30 a.m.
Noon
4 p.m.
5:30 p.m.
7:30 p.m.

8 a.m.
5 p.m.
6 p.m.

5:30 a.m.-10:30
a.m.
5:30 a.m.

5 a.m.-11:30 a.m.
4:45 p.m.
6 p.m.
7:30 p.m.

Monday

Thursday

Friday

Noon
5:30 p.m.
6:30 p.m.
7:30 p.m.

Main Street Yoga

Noon
5:30 p.m.

6 a.m.-11 a.m.
5:30 p.m.

5-10:30 a.m.
4 p.m.
8 p.m.

5:30 a.m.
11:30 a.m.
4:30 p.m.
5:515 p.m.
6:30 p.m.

9 a.m.

8:30 a.m.
6 p.m.

5 a.m.-10:30 a.m.
Noon
4:45 p.m.

5 a.m.-11: a.m.

---------------------------------------------------------------------------------------------------------------------------------9.Schedule and Pricing. (n.d.). Retrieved April 08, 2016, from

http://www.movepilatesyoga.com/page5.html
10.Classes. (n.d.). Retrieved April 08, 2016, from http://www.mainstreetyoga.com/classes/
11.Class Schedule. (n.d.). Retrieved April 08, 2016, from http://www.thedaileymethod.com/studios/
bloomington/class-schedule/
12.Schedule. (n.d.). Retrieved April 08, 2016, from
https://clients.mindbodyonline.com/classic/home?studioid=44324
22

Appendix A
A content analysis comparing types of pricing
Move.

New Client
- $30 for 3 mat classes
Pilates and Yoga Mat
- $15 single
- $70 for 5 classes
- $125 for 10 classes

P
r
i
c
i
n
g

Equipment Classes
- $25 single
- $120 for 5 classes
- $225 for 10 classes
Private Training
- $40-$65 single
- $195-$320 for 5
sessions
- $375-626 for 10
sessions
5 Mat/ 5 Equipment
- $185
10 Mat/ 10 Equipment
- $365

Main Street Yoga

New Student Discount

- $20 for 3 classes
Drop In
- $15
5 Class Package
- $50
10 Class Package
- $90
15 Class Package
- $120
Weekly Membership
- $25
Full-Time Student Semester
Membership
- $230
Monthly
- $80
Individual Membership
- $450 for 6 months
- $864 for 12 months
Family Membership
- $140 per month
- $798 for 6 months
- $1560 for 12 months

Dailey Method

Body of Bloomington

New Client
- $75 for one month
unlimited

New member discount

- $99 for 1 month unlimited

Individual Class
- $20

Membership Program
- $110 for 12 month
unlimited
- $140 for 6 month
unlimited
- $145 for 3 month
unlimited
- $150 for 1 month
unlimited

5 Class Package
- $90
10 Class Package
- $160
Core Membership
- $135
- $155 (includes
childcare)
Unlimited Month
- $175
Single Child Care
- $4
10 Pack Child Care
- $35

Single Class/Drop In
- $16 per class/$15 in
cash
Punch Cards
- $45 for 3 classes
- $150 for 10 classes
(valid for one year)
Personal Training
- $40/half hour
- $60/hour
- $350 for 10 half hour
sessions
- $500 for 10 hour long
sessions
Other monthly deals
on Facebook

----------------------------------------------------------------------------------------------------------------------------------9.Schedule and Pricing. (n.d.). Retrieved April 08, 2016, from

http://www.movepilatesyoga.com/page5.html
13.Pricing. (n.d.a). Retrieved April 08, 2016, from http://www.mainstreetyoga.com/pricing/
14.Pricing. (n.d.b). Retrieved April 08, 2016, from http://bodyofbloomington.com/pricing/
15.Pricing and Packaging. (n.d.). Retrieved April 08, 2016, from
http://www.thedaileymethod.com/studios/bloomington/pricing-packages/
23

Appendix B

24

Appendix C

25

Appendix C

26

Appendix C

Contact: Georgia Thomson

Phone: 309-808-3302
Email: Georgia@movepilatesyoga.com

FOR IMMEDIATE RELEASE

MOVE. TO SPONSOR BLOOMINGTON CRITERIUM BIKE RACE

Bloomington, Ill., June 1, 2016 Move. Pilates & Yoga will be hosting a booth at the Bloomington
Criterium 2016 Bike Race on 11 am Saturday, Aug. 27, 2016. Move. will also be sponsoring the
event. The Race will take place throughout Downtown Bloomington, Illinois.

The Bloomington Criterium started its operations in 2013, bringing a competitive and entertaining bike race event to the streets of Downtown Bloomington. The 2016 race will mark the
races fourth year, and is the third race within the 2016 Illinois State Championship series.

As one of the most popular events for the surrounding community, it is sure to be the highlight
of the summer. Move.s booth will be located near the finish line offering tips on how stretch, information about the studio and water.

Move. Pilates and Yoga is the only exclusive studio in the Bloomington, Illinois area to offer
both Pilates and Yoga. The studio also offers stand up paddle boarding classes in the summer on
a local lake. Owners, Georgia Thomson and Jennie Durchholz are dedicated to their practice and
strongly support the Downtown Bloomington area.

For further information on Move. Pilates & Yogas sponsorship or booth with The Bloomington
Criterium please contact Georgia Thomson at (309) 808-3302 or by email at Georgia@movepilatesyoga.com.
###
27

Appendix C
EVENT DESCRIPTION:

The Bloomington Criterium hosts its annual bike race Saturday, Aug. 27, 2016, in Downtown Bloomington at 11 a.m. The event will consist of several racers and fans cheering them on. The event offers
several different sponsorship packages, and The Breakfast Club suggests that Move. goes forward
with the Downtown Business package. This sponsorship will feature Moves. logo on all press releases
and event collateral, the event webpage, course banners, and more. The Bloomington Criterium has
also approved Move. for a booth toward the finish line at the corner of Market and Main Street. We
believe that this event will contribute to a high level of awareness for the studio. There will be a large
audience committed to fitness and among our target audience that could be interested in changing
up their routine. By being close to the finish line and passing out water bottles like the one we have
provided for you today, Move. will attract a large amount of the racers as well.

LOCATION AND DATE:

Booth will be set up at the corner of Market Street and Main Street by Wilson Cycle.
Saturday, Aug. 27, 2016 at 11 a.m.

PROMOTION:

The sponsorship for the event and booth will be promoted through a press release, emailing clients,
and the Downtown Bloomington Association membership that we have proposed.

Objective 1:

Generate brand awareness among young professionals ages 25-35 in the

Bloomington-Normal area by
15% by Dec. 31, 2016

LOGISTICS:

For the booth we suggest to set up a table with a Move. banner hung across the front and pass out
disposable water bottles with Move. branded labels, and class schedules.

ANGEL OF PROMOTION:

To attract potential clientele looking to switch up their fitness routine by creating brand recognition
with printed materials and water bottles.
28

Appendix D

29

Appendix D

30

Appendix E
Event Plan: Parkolates (Pilates in the Park)
EVENT DESCRIPTION:
Move. Pilates and Yoga will be hosting Parkolates at Clearwater Park on Saturdays twice a
month from June to August. The event will consist of a 40 minute Pilates demo class meant to
increase awareness of the studio to draw in young professionals ages 25-35 in the Bloomington-Normal area as new clients. Each event will be completely free with no donations accepted
due to Bloomington Parks & Recreation legislation. As the faces of the company, The Breakfast
Club suggests that Georgia Thomson and Jennie Durchholz teach the Parkolates classes to present credibility and offer an emotional connection to potential clientele. Studio mats will be offered
at each event in case they are needed, and will need to be collected from each individual at the
end. Everyone will gather by the sand volleyball courts before 11 a.m. and walk together down the
hill to the large grassy opening. Each Parkolates event will run as scheduled as long as the weather is permitting. After each event flyers with Move.s schedule will be available to hand out.

LOCATION:
Clearwater Park
2716 Clearwater Drive,
10-12 minute drive from Move. studio

Parkolates Summer 2016 Schedule

Date

Time

Saturday, June 4

11 a.m.

Saturday, June 11

11 a.m.

Saturday, June 18

11 a.m.

Saturday, June 25

11 a.m.

Saturday, July 9

11 a.m.

Saturday, July 16

11 a.m.

Saturday, July 23

11 a.m.

Saturday, July 30

11 a.m.

Saturday, August 6

11 a.m.

Saturday, August 13

11 a.m.

Saturday, August 20

11 a.m.

31

Appendix E
PROMOTION:

Event Plan: Parkolates cont.

This event will be promoted through a variety of boosted and organic social media posts on Facebook, direct target marketing with flyers at OhmFit Activewear, media relations, and word of mouth.
The budgetary costs for each promotional item are listed in bullet form below.

32

Appendix E
OBJECTIVE:

Event Plan: Parkolates cont.

The Breakfast Club has a goal of creating awareness among educated young professionals ages
25-35 in the Bloomington-Normal area who would be interested in becoming loyal clients at Move.
Pilates and Yoga. The Clearwater Park area consists of a concentrated demographic appealing
to this target market, making this location aspirational. The Parkolates event will help to fulfill the
goal of reaching out to new clients, and the specific objective is listed below.
Key Ideas
1. Parkolates will be at 11 a.m. on Saturday twice a month from
June-August
2. The event will take place at Clearwater Park, 2716 Clearwater Drive.

Objective 1:

Generate brand awareness

among young professionals
ages 25-35 in the Bloomington-Normal area by 15% by
December 31, 2016

3. Everyone will meet by the sand volleyball courts prior to the start
time and walk down the hill together
4. Georgia Thomson and Jennie Durchholz will be the Pilates instructors
5. Each event will last approximately 40 minutes as a demo.
6. Mats from the studio will be brought in case publics dont have one,
and will need to collected at the end
7. Each event is completely free and donations will not be accepted

8. Flyers of schedule times will be brought to hand out to

those who attend
ANGLE OF PROMOTION:
To get people to go to the event, it will be framed with a a quirky and outgoing personality describing the first-of-its-kind event with quality instructors ready to bring the heat this summer. There will
be specific graphics made to promote Parkolates geared toward young professionals in the area.

33

Appendix E
Georgia Thomson
712 E. Empire St.
Bloomington, IL 61701
April 26, 2016
Alyssa Paldo
apaldo@wmbd.com
WMBD-TV
3131 N. University
Peoria, IL 61604
Dear Ms. Paldo,

As co-owner of the upscale fitness studio Move. Pilates & Yoga located in Bloomington,
Illinois, I am pleased to bring to your attention our first ever summer event series that may be of
beneficial interest to your audience and our supporters through coverage on your station.

Since establishing the company in May of 2015, our focus has been to build strength, inner peace and provide a personalized experience for all. Within the past year our company
has gained a strong clientele base of men and women between the ages of 25-65, much like that
of WMBD-TV.

Move. Pilates and Yoga will be heating up the summer with Parkolates, a free 40 minute
Pilates demo class taught by myself and fellow co-owner Jennie Durchholz, both highly certified
in the industry. The Pilates classes will be offered every Saturday at 11 a.m. starting in June and
ending in August, with the exception of Independence Day weekend in which no event will be held.
All Parkolates events will take place at family friendly Clearwater Park in Bloomington, Illinois, and
all levels are welcome as modifications will be provided. The studio is also providing mats!

At Move., we are positive that this will be the cant miss series of the summer, and would
love to see you there. Please feel free to take advantage of this opportunity and attend a Parkolates class! For more information regarding this event contact me at 309-808-3302 or by email at
georgia@movepilatesyoga.com.
Sincerely,

Georgia Thomson
34

Appendix E

Contact: Georgia Thomson

Phone: 309-808-3302
Email: Georgia@movepilatesyoga.com

FOR IMMEDIATE RELEASE

MOVE. STUDIO TO IMPLEMENT PARKOLATES SUMMER EVENT SERIES

Pilates in the park for the local community
BLOOMINGTON, Ill., April 26, 2016 Move. Pilates & Yoga owners Georgia Thomson and Jennie
Durchholz are prepared to bring the heat this summer with their first ever Parkolates event series
located at family friendly Clearwater Park in Bloomington, Illinois.

The event will take place at the park every Saturday at 11 a.m. starting in June and ending
the last weekend in August, with the exception of Independence Day weekend. Each session will
consist of a free 40 minute Pilates demo class taught by the highly certified owners, offering modifications for all levels. The studio will also be graciously providing mats.

Parkolates is the cant miss event series of the summer, bringing together the Bloomington-Normal community through fitness. Those looking to attend should meet by the sand volleyball
courts next to the parking lot before each Pilates class.

Move. Pilates and Yoga is an upscale fitness studio located in Downtown Bloomington offering Pilates, yoga, private training and stand up paddleboarding (SUP). Move. builds strength, inner
peace, and a personalized experience with highly certified instructors.

For more information on this event please contact Georgia Thomson at 309-808-3302 or by
email at Georgia@movepilatesyoga.com.
###
35

Appendix E

36

Appendix E

37

Appendix F

38

Appendix G

39

Appendix G
PROGRAM DESCRIPTION:

Move. Makers

Move. Makers is an aspirational program focusing on transforming clients into dedicated and loyal
customers for Move. Pilates and Yoga. The program consists of a stamp card system, with clients getting a stamp for each session they attend within the same week (up to three per week).
The stamps only apply to either yoga or Pilates mat classes and three classes per week for four
consecutive weeks must be completed to receive the Move. Makers t-shirt and dedicated client
benefits. Benefits will increase with each full four-week card completion. After completing the
first consecutive card, every month after the client only needs to fulfill at least three out of the
four weeks. The program will start May and finish in December. Move. Makers will be launched at
the one-year anniversary to the most dedicated clientele offering a special one time deal on the
unlimited yearly package. The unlimited yearly package will be offered at a discounted $1,200 for
an entire year. Those who decide to commit to Move. for the year by buying the package will automatically be a part of Move. Makers program and will receive a special t-shirt and the stamp card.
PROGRAM GOAL:
The purpose of the Move. Makers program is to increase the number of clients attending at least
three classes per week to help develop client retention for the studio. As well as increase the
number of participants within each class.
BENEFITS AND CONDITIONS:
The status and benefits a client receives will increase with the number of full three or four week
cards completed. Monthly participation does not need to be consecutive to receive benefits, it is
completely individual and simply works as a collection system. For example, a client could complete the challenge in June and October which would consist of benefits for the second completed
four-week stamp card. Benefits do not expire, but they are only able to be used once.
First completed four-week stamp card

Move. Makers t-shirt, official member

Second completed four-week stamp card

10% off apparel or merchandise

Third completed four-week stamp card

15% off apparel or merchandise

Fourth completed four-week stamp card

10% off 10 mat package or 5% off 5 mat package

Fifth completed four-week stamp card

15% off monthly unlimited

Six completed four-week stamp card

20% off monthly unlimited

Seventh completed four-week stamp card

(MAX)

Complementary mat class

40

Appendix G
Move. Makers Program

LOGISTICS:
A branded stamp card will be provided to those who want to participate. After attending a class, it
is up to the client to get the card stamped. The date will be stamped on each card to ensure effectiveness of the program and prevent attempts at working around the system. Once a client has
completed a card they will turn it in to Georgia Thomson or Jennie Durchholz who will keep track
of how many cards a client has completed through a simple excel document, as needed.
BUDGET:
The cost of this program will include the price of the shirts, cost of the stamp cards, and the labored time spent keeping track of the completed cards on the spreadsheet.
Shirts

For 10 small, 10 medium, and 10 large (30 total) unisex shirts from CustomInk with a
one week rush in time for the anniversary it would be $388.08 ($11.76 each)

Stamp Cards

For full color, single-sided, cut and ready stamp cards on cardstock with 4 on a page,
for 38 pages (152 total) it would be $28.73 at Office Depot (free in-store pick up)

Stamp

The stamp will be the same stamp used for Bingo Bash. It is $5 from Michaels

Labored Time

To input names and completed cards or check Move. Makers status for a client it
should only take about one minute per client. Also, to post on social media about five
minutes per post. To put info on webpage about one hour. To have instructors speak in
class about 5 minutes once a week.

KEY IDEAS:
There are 4 key ideas for this program.

-Move. Makers is for Move.s most dedicated clientele

-Move. Makers will launch at the one-year anniversary party offering a special deal

-The goal of the program is to increase attendance at mat classes per week

-Clients must attend three classes a week for four weeks for the first time, and at least
three

out of the four weeks every time after
PROMOTION:
The program will be promoted in a variety of ways.

-Facebook: Graphics and posts will be used to promote the event starting May 7

-Instagram: Graphics will be used to promote the event starting May

-Website: Put basic details about the program on the webpage

-Word of Mouth: Instructors will tell clients about the program at the end of classes
41

Appendix G

42

Appendix G

T- Shirt Design:

http://www.customink.com/lab?cid=kst0-00aj-7mm2

43

Appendix H
Email Interviews
April 8

Email Communication from Kelly

Email Communication from Georgia

Hi Georgia,

Hey Kelly,

what would you say is the most popular package that Move. sells?

Happy Friday! Our biggest sellers (in order YTD) are:

-3/$30 Mat class (new client promotion)
-Individual/single Mat class
-5 Pack Equipment
-10 Pack Mat
Let me know if you have any other questions.

Thanks!,
Kelly Larson

Have a great weekend!

Georgia
Thanks Georgia!,

We currently have 2 Yoga instructors (Liz & Eva).

A few more question, how many yoga

instructors does Move. currently have,
Do you happen to know their availability Monday through Sunday, and
are any of them trained in Hatha.

Liz is available early mornings 1 day/week, and an
ocassional Sunday.

Eva has daytime availability M-F (early am-early PM
with the exception of Thursday after 4pm, and early am Tues/
Thursday). She is also available on Sundays after 12pm. She is
not currently available on Saturday.
Liz & Eva are both able to lead a Hatha Yoga class

Thank you again for the help,

Kelly

44

Appendix I

https://www.facebook.com/ads/manager/creation/creation/?act=193884901&pid=p1

https://www.facebook.com/business/help/347839548598012
45

Appendix J
Social Media Plan
Overview
This plan includes the strategies and objectives to be used to accomplish the social media
goals identified by Move. Pilates and Yoga. The purpose of this plan is to assist the social media
responsibility in effectively using social media to promote the business and engage with publics.
Who We Are
Founded in May of 2015, Move. Pilates & Yoga is an upscale fitness studio located in Bloomington, Illinois. With a multitude of exercise opportunities throughout the community, Move. Pilates
& Yoga is the only studio to offer Pilates, yoga, and stand up paddle boarding (SUP) classes in
the area. The Pilates instructors are professionally trained through Balanced Body, a nationally
recognized education program within the industry. The studio is based on a philosophy of providing extraordinary Pilates and Yoga experiences taught by professionals for a mindful movement
and a commitment to understanding what clients bodies are capable of while providing a safe,
quality environment where one can nurture their mind and challenge themselves.
Why Social Media?
Social media are websites and applications used for social networking, and their primary purpose is making and maintaining connections with stakeholders. Networks such as Facebook,
Twitter, Instagram, provide an online marketing option for small businesses by providing a unique
way to promote and communicate. For Move. Pilates and Yoga, social media serves as not only
a promotional tool, but as an additional resource to clients while making connections and building lasting relationships within the Bloomington-Normal community.
1.Objectives:

-To build advocacy and engagement in the social space
2.Audience

-Young professionals ages 25-35
3.Voice
Move. Pilates and Yoga should portray a fun and engaging voice. Since Move. Pilates and Yoga
should be casual but remember when posting to be accurate, grammatically correct, and precise.

46

Appendix J
4.Networks
Tools
Facebook

Metrics for Success

Increase social media engage- Likes, comments, shares

ment, increase recognition
among new and existing
clients
Interact, engage and inform new Followers, retweets, favorites
and existing clients

Twitter

To post fun and relevant information relevant to the fitness

industry

Instagram

Purpose

Followers, likes, comments

5. Action Plan
Channel

Action Details

Facebook

Promote class schedules and events coming up. Post photos

with text often. Share
other relevant industry information.

Twitter

Instagram

Frequency

At least two posts a day,

every day. Be conscious
of time, and when most
people are online. Increase frequency during
special events (i.e. anniversary party, promotional events, etc.)
Interact with clients
At least 2-3 tweets a
about customer service, day, everyday and moninform followers about itor social engagement
Move.
and customer service
conversations
Promote relevant inPost 3X a week is enformation in the health couraged
and wellness industry

Time/Week
One mid- morning and one mid
afternoon (subject to change
if events or classes need to be
canceled in the event of an
emergency)

Tweeting should begin around

noon and continue throughout
the day
Posts should be made around 5
p.m. on Wednesdays

47

Appendix J

6.Monitoring and Moderating comments on Social Media

Comments should never be deleted unless individuals use profanity that directly threatens
someone or the organizations. When posts are deleted by the organization it looks bad and like
there is something to be hidden and that is unacceptable. Comments should be responded to
and thank the person and make them feel that the business values them. See example below
Abby: Move. Pilates and Yoga posts way too many pictures and they are poor quality and
cropped from other sources where you can see the comments from Instagram.
Possible Response: Hello Abby, we are sorry you are experiencing this issue. Move. Pilates and
Yoga is resolving this issue to the best of our ability. Please email us if you have any more questions @info@movepilatesyoga.com

7. Dos and DONTs of Social Media
Dos

Donts

Be selective

Use I or me

Model good behavior

Share sadness

Promote your business

Share too much information

Be positive

Neglect to proofread

Move toward face-to-face interaction

Like own posts

Maintain accounts

Rely on one social media platform

Be consistent

Not respond to comments and interactions

48

Appendix J

49

Appendix J

TWO 60-MINUTE SESSIONS PER WEEK,

WAS ENOUGH TO PROMOTE
STATISTICALLY SIGNIFICANT
INCREASES IN ABDOMINAL
ENDURANCE, HAMSTRING FLEXIBILITY,
AND UPPER-BODY MUSCULAR
ENDURANCE.
JOURNAL OF STRENGTH & CONDITIONING
RESEARCH:KLOUBEC, JUNE A

Imagine what 3 days could do!

50

Appendix J

FOLLOW
US ON TWITTER

@MOVEPILATESYOGA

NEVER EVER GIVE UP

REACH THE TOP

HAVE AMBITION & DIRECTION

51

Appendix J

52

Appendix J
US ON INSTAGRAM

@ MOVEPILATESYOGA

53