Gymboland MKT Strategy 2012 - 2013
-
Upload
virginia-tudorancea -
Category
Documents
-
view
30 -
download
2
Transcript of Gymboland MKT Strategy 2012 - 2013
Marketing strategy2012 - 2013
Main objectives● Increase the number of clients
● Increase the company's profit oGymboland, Bombonica, Boats, Kiddy Rides
● Create a new profit opportunity - charge companies in exchange for promotion packages at Gymboland special events
Secondary objectives ● Gymboland - recognized brand image
● Increase customer loyalty
● Be the first place to choose in terms of playgrounds
Customer insight - "Gymboland is the playground where nice things happen"
● Increase the time spent by kids in Gymboland
MKT Strategy - How to do it?
● Corporate identity o 2 permanent mascotso same message on all banners - leading kids to
creativity, learning, curiosity ● Partnerships with institutions that
send the same messageo museums, theatres, schools, private
kindergardens● Partnerships with
food&beverages/sweets
MKT Strategy - How to do it?● Events on our national and other nations
holidays o1 December, Saint Nicholas, Christmas, 1
March
● Gymboland's specials - special events for kids and parents oFootball day - we transmit the football
games on the outside plasma for fatherso"Be beautiful" day - mothers do their nails,
read a magazine and drink a coffee outside the playground for free
● Have a permanent online presence
Increase the number of clients/profit
●Bring new clients in the playground using events - give branded balloons and discount cards at every event
●New business - make an offer to corporations as a human resources initiativeoparties for employees' childrenoa pack of subscriptions at Gymboland for all
their staff
Increase the number of clients/profit
●Permanent program of creative workshops
●Movie day - partnership with Cinema City/6D
oMake a cinema corner with cartoons in the playground - kids stay longer in Gymboland, parents can go to movies - we gain clients that come at Cinema City
oSell a ticket for Gymboland and a cinema movie ticket as a discount pack/offer
Create a brand image●Mascots - first only Pogonicii and Tontoneloafter 3 months, make and sell monthly
collections of mascots - e.g. GymboFarm, GymboChristmas in order to create a need to collect - loyalty towards the playground that has toys to sell
●Make events with visibility - outside the playgroundowe have to gain the attention of outside
potential clients. The usual ones leave their kids and come only if needed; they don't notice all our inside activities
Create a brand image●Advertise events
opress releases o facebook - presence on pages for
kids/mothersoemail invitations (using the email database of
our net provider partner)oAFI's newsletteroblogsomagazinesoother sites
EventsProgram and partnerships
Halloween31 October - 4 November
Events - Halloween - 31 Oct - 4 Nov●Wheel of surprises - we spin the wheel
and we find out who will take care of us - the fairy or the witch?
We create 2 teams - "Pogonicii vs. Faur the dragon" / pink vs blue bracelets
●Team games - competition Pogonicii vs Faur the dragon - all the game winners get a gift from partners
●Dance show & branded balloons- dancers dressed as witches perform around the playground and at the boats
Events - Halloween - 31 Oct - 4 Nov
●Inside activities ocostume contestopaint clay pumpkinsodecorate witches hatsomake magic sticks
●Free facepainting all dayoAnimators - 1 fairy, 1 witch
●Free modeled balloonsoAnimators - 1 pumpkin
Events - Halloween - 31 Oct - 4 Nov●Costume contest - last day of event
●Trick or treat at our partners - at the costume contest we select kids&parents to trick or treat in AFI stores
●Funny raffle - "Nu mi-e frica de Baubau" - they receive a lamp/flashlight/candle to stop being afraid of darkness
●Gifts - kids leave the playground with hats, clay pumpkins, balloons, phosphorescent bracelets, candies - visibility in AFI, on street
Events - Halloween - 31 Oct - 4 Nov●Gift for mothers - "Between 12 - 16 o'clock you can bring your child at Gymboland and also receive a Halloween nails model, a cup of coffee and a nice magazine."
●We start developing a trend for mothers - they can have a nice time while their child is happy in Gymboland
●We add vouchers from other shops/ restaurants/ hair salon/ magazines etc.
Message - banner"On Halloween, Gymboland challenges you to dance with the witches, to trick or treat and to discover a lot of tricky candies. During 31 Oct. and 4 Nov. you'll be surrounded by princesses, magic pumpkins and playful witches.Don't miss the chance for your kid to have the experience of his childhood in the land of fantasy."
Event program - Halloween Wed. Thu. Fri Sat. Sun.
16-18 Pictam dovlecei fermecati
Decoram cu manutele noastre
Nasul vrajitoarei
Descurcam panza de paianjen
Spargem baloanele surpriza
18-19 Intrecerea paianjeneilor
Cautam viermisorul ratacit
Fugim de Casper fantomul
Fugarim ochisorii alunecosi
Baba-oarba cu Mumia Igienica
19-19.30
Spectacol Dansul Vrajitoarelor
Concurs de costume
20-20.30
Tombola "Nu mi-e frica de Baubau"
Trick or treat - vanatoarea de cadouri
3 Years of Gymboland10 - 12 November
DAY 1 - The day of good deeds●Pinata
owe hang a big branded Pinata above the rink - full of candies, balloons, confetti
●Mood ringsoKids receive a mood ring at the entrance
and they are invited to play team games (red/blue/green team)
oThe most playful ring receives a gift from Gymboland
●Free portraits/pictures with our animators & charityoa portrait artist and a photographer make
portraits/photos outside the playground for 3 hours
oeach piece costs 5 lei, money that will be given to charity
●Drawing workshopo for another 1 hour, the portrait artist shows
how he is drawing●Drawing contest with gifts from partners
●Origami demonstration&workshop - we make our own handmade logo from paper
http://artyulia.com/index.php/Illustration
DAY 1 - The day of good deeds
●Start a humanitary fund raise - "If you want a portrait please donate 5 lei for Salvati Copiii"
●Small pinata - one smaller pinata in the playground to grow the excitement for the bigger one
●Team games created by Gymboland
DAY 2 - Magic balloons&rings day●A world of balloons
owe fill the playground with balloons to create a fairytale atmosphere
●The alphabet made by balloonso In front of the playground, every kid
receives his initial name letter made from balloons
oKids are encouraged to play with their initials and create words
●Skating show before smashing the pinata
●Raffle for all the spectators - prizes from partners
●Pinata moment&give free branded balloons
DAY 2 - Magic balloons&rings day
●Name horoscopeoEach kid receives a card with their name
horoscope●Contest
oGymboland gives prizes to the most creative kids
●Mood ringsoKids receive a mood ring at the entrance
and they are invited to play team games (red/blue/green team)
oThe most playful ring receives a gift from Gymboland
DAY 2 - Magic balloons&rings day
●Soap bubble showoAfter the contest, the playground will be
surrounded by soap bubbles●Skating show before smashing the pinata
●Raffle for all the spectators - prizes from partners
●Pinata moment&give free branded balloons
DAY 2 - Magic balloons&rings day
●Vouchers - "If you get in the playground today, you pay 50% less for entrance in Gymboland + 1 juice next time"
●3 years of Gymbo celebration- we unveil our new handmade Logo - frame&post it outside the playground, while sharing champaign
Gifts&Sweets Expo30 November - 2 December
Partners - Newexpo and AFI
Proposal●We close a partnership with Newexpo, a company specialized in events for malls
●Newexpo provides:oexhibitorsoanimatorsodance & singing show - Flamencooworkshops - origamiopuppet showomedia exposure - 3 press releases, outdoor
& web banners, flyers, ads in magazines like "Zile si nopti", "Oferte speciale", 7000 online invitations, promotion on 40 sites
Event plan - 31 noi. - 2 dec.
●3 days of Gifts and sweets Expo - Newexpo
●Gymboland o "Business School for kids" workshop -
Nextsteve - www.nextsteve.rooOrigami workshop - made by newexpo oPuppets play - made by newexpooStorytelling - we read traditonal tales and
discuss about them, then we draw the imagesoStart of "Letter for Santa" Gymboland
campaign - we collect letters for Santa; the best letter wins a gift
●I'st of december - National Day at GymbolandoGymbolands parade - Animals paradeoTraditional dance show and lesson oFashion parade - surrounding the playground
Event program30 November 1 December 2 December
Gifts and sweets Expo
Origami workshop
Business school for kids
Animals Parade Interactive games
Write letters for Santa
Fashion Parade Puppet show
Storytelling Traditional dance show
Flamenco show - dance & singing
Saint Nicholas - Gifts in boots day
6 December
Message - "Bring your booties at Gymboland and Saint Nicholas will fill them with gifts"
Event plan●Christmas tree - We put a natural fir tree in front of the playground that will be decorated by kids that enter in Gymboland
●Fund raise for Salvati copiii - partnership with ING bank
●Branded christmas decorations - we sell ornaments for 5 lei and donate the money
●Free photos - parents receive a free photo of their kid decorating the tree
●Gifts in boots - every kid receives a present from Gymboland and partners
Christmas at Gymboland
24 - 26 December
Message - "For 3 days Santa is busy at Gymboland! Come at us until he runs out of gifts!"
Event plan●Santa gives presents after you tell him a poem
●Carols show - we light up the christmas tree while singing carols along with a chorus
●Charity event - Salvati copiii o"Gymboland is a part of their life too"
campaign for needy childrenowe make a party for 20 childrenowe donate the money raised from 6 to 24
of December
Event plan●Corporate party - we make a special christmas party offer for Real/ AFI/ Orange etc.
●Gymboland's offer o3 hours of Christmas Joy at GymbolandoAnimators - Santa, Fairy, reindeeroFacehole decor for kids - one picture looking
like a reindeero Juice and a bag of candiesoGifts from partnersoSanta can also give the kids gifts from their
parents
Event plan●Wheel of surprises ●Games ●Christmas workshops - create handmade iceflakes, ornaments, greeting cards
●Storytelling - role play on the story of christmas with animators and kids
New year's eve for kids31 December
Event plan●Special Party at Gymboland
oDress code - boys receive a bow, girls a tiara
oBalloons - release a shower of balloons over the entire playground
oMagicianoChampaignoFortune cookiesoFacepaintingoFireworks