Team Intro

At Infinity Creative Co., we’re full of endless ideas. We strive in creativity and focus on innovative thinking for powerful solutions for our clients. for our clients.

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- OSU Students- Ages 18-24- Softball or baseball playing experience at least high school level- Inte- Interest in mentoring young athletes- Positive, respectable and energetic

- Parents with children ages 9-14- Stillwater local or surrounding cities- Middle to upper class- Interested in year-round baseball

Coaches

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Parents and children

Target Audience

Competitors

Strengths

-New facility with great equipment-Walk-in hours

-Lane and practice rentals-Red Dirt baseball opportunities

-Competitive pricing-Clinics-Clinics

-Great coaching staff-Positive environment

-Convenient

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SASA provides free local fields.

D-BAT is a training facility that offers competitive teams.

Stillwater High School offers free facilities for coaching and lower rates.

OFA is a training facility that offers the same indoor amenities as Peak.

Weaknesses

-Hard to locate-Not enough coaches for demand-New facility that is not well known -Low amount of softball focus

Opportunities

-Offering year-round baseball and softball services to those who only

play spring ball--Target younger siblings to Stillwater high school baseball

players-Location great for locals surrounding Stillwater cities -College students interested in

coaching

Threats

-Stillwater High School free facility-SASA free facility

-Coaches teaching lessons have to charge more for facility usage-SASA hosting competitive -SASA hosting competitive tournaments in the spring

Infinity Creative Co. will air 30 second radio spots on KSPI and KOSB. The radio ad will run from December 2015-Febuary 2016, during the morning and evening commute in order to target parents traveling to and from work. These ads will focus on reaching parents with children who are interested in competitive baseball and softball, or are looking to better their skills. The ads will highlight the various services Peak Performance provides.

Peak Performance

30 Second Radio Ad

Title: Sounds of Spring

.5 sec

1.25 sec

.5 sec

1.25 sec

.5 sec

3 sec

6 sec6 sec

6 sec

7 sec

4 sec

SFX: Tranquil springtime sounds[Birds chirping, ect.]

Child VO:

SFX: Clang of metal bat hitting ball, crowd cheering.

Child VO:

BACKGROUND MUSIC THROUGH BACKGROUND MUSIC THROUGH END: “Take Me Out to the Ball

Game” played on ballpark organ.

Coach VO:

What does spring sound like to you?

To me, it sounds like baseball.

Find out what springtime can sound like to your child.

The coaches at Peak PeThe coaches at Peak Performance can personally help your little slugger become an all-star, right here in Stillwater.

WWith one-on-one speciallty training, and the newest fields and equipment in town, anyone who joins our team can reach their peak!

Check us out at: Check us out at: www.peakperformance.com or swing by the athletic center for walk-in service or batting cage rentals.

And dont foAnd dont forget to ask about Stillwater’s hot new competitive baseball teams, Red Dirt!

-END-

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A double sided punch card provides Peak Performance and Dupree’s customers with incentive to spend more money will also be displayed at the partnering business locations. at each business to redeem 20 percent off their purchases. This a mutually beneficial way to promote both businesses. Advertising signage

Peak Performance and Dupree’s will further the partnership through cooperative advertising at the OSU Allie P. Reynolds Stadium. During research we found that a large number of families with children aged 7-14 attended OSU baseball games. The signage will achieve games. The signage will achieve approximately 3,750,00 impressions for the complete 2016 baseball season.

A partnership shared with Dupree Sports and Screenprinting will support mutually beneficial business advancements. Both of these businesses support baseball and softball needs. With cooperative advertising, a promotional punch card, signage at the OSU baseball field and promoting signage within the business, the partnership with Dupree’s will create a lasting impression on customers. Red Dirt baseballs and equipment could also be purchased at Dupree’s. On both the Peak Performance and Dupree’s website there will be information about the cooperative sponsorship.

A cooperative advertising spot will get customers tinking about their baseball season needs. While promoting Peak Performance services and Dupree’s baseball equipment we will continue to advertise the partnership between the two businesses.

Peak Performance & Dupree’s

30 Second Radio Ad

Title: Goes Together Like...

1 sec

.5 sec

1 sec

1 sec

1 sec

1 sec

2 sec2 sec

2 sec

7 sec

9.5 sec

4 sec

Child VO:

[Springtime sound effects]

Child VO:

Baseball bat sound and crowd cheering]

Child VO:

[Dirt being slid on, Umpi[Dirt being slid on, Umpire declares, “Safe”]

Child VO:

[Louder crowd cheering. “Take Me Out to the Ball Game” on organ.]

Announcer VO:

Some things just go together....

Springtime and Baseball!

Sliding and dirt stains!

And now.... Peak Performance and Dupree’s!

Start the baseball season oStart the baseball season off right with superb equipment from Dupree’s sporting goods and unmatched training from Peak Performance Athletic Center!

VVisit us online, or stop by Peak Performance at 2501 N. All Star Drive, or Duppree’s at 316 S. Washington Street, to learn how your young athlete can reach their peak today!

PProvide your little slugger with the equipment and training they need to be sucessful this season!

-END-

According to primary research the majority of parents use Facebook to find out about news and what is going on in their local community. We will spend $200 monthly from Oct.-Dec. for advertising on Facebook, giving us 9,430 total impressions. Facebook advertisements will expose Peak Performance to the majority of its target market and give a widespand give a widespread awareness of the facility to potential customers. Kids also use facebook so it is a good way to grab their attention as well.

According to our primary research, one of the most frequently used media outlets by parents in our target demographic is radio. Peak Performance will partner with Dupree’s and split the cost to air radio ads on KSPI and KOSB. From Dec.-Feb., 10, 30-second spots will air monthly on both stations. This will allow us to reach the majority of the taof the target market giving us a total of 3,750,000 total impressions from each radio station.

Our target market still sees newspaper as a main source for news, but they have started to use online news sources more often. Using the basic package from the Stillwater News Press, we will be able to gain 10,000 impressions each month with an online banner ad. We will run this ad online from Feb.-April. This will give us a total of 30,000 impressions for a three month time period.

Stillwater News Press is the number one newspaper in the Stillwater community. The circulation is primarily composed of middle-class parents. Using the basic package, Stillwater News Press will run four 2-column wide by 2-inch tall black and white ads from Feb.-April. This advertisement package will give us 180,000 total imppackage will give us 180,000 total impressions.

Our second target market is college students who are potential coaches. Advertising on campus is one of the more efficient ways to advertise toward the target market. The Daily O’ Collegian is a newspaper distributed daily, campus wide. Peak Performance would advertise in the Daily O’ Collegian four times a month during Oct. and Nov., giving us 80,000 month during Oct. and Nov., giving us 80,000 total impressions on potential baseball and

Website Renovation

In order for Peak Performance Athletic Center to raise awareness about its facility, a consistent and user-friendly website is key. The website might be the first impression a client will see about Peak Performance, and it needs to keep their interest and be easy for viewers to navigate. The following are modifications we plan to make to the Peak Performance Athletic Center website:

Table of Contents/Tabs in the following order:Home, About, Services, Red Dirt Baseball, Schedule Online, Contact

• The Home tab will remain the same and will be a way for viewers to get back to the main page by clicking “Home”. There should be slideshow featuring the new facility and all of the new amenities. Upcoming events should be featured on the home page and updated frequently. Also, each week there will be an updated video on the “Coaches Corner” section. This video will feature a coach at Peak Performance and a baseball or softball tip that they find effective for young athletes.

• The “About” section will have 5 drop-down tabs: What is Peak Performance?; The Facility; The Management; The Coaching Staff and Employment.

• The next section will be “Services”. There will be 8 tabs, which include: Walk-Ins, Cage Rental, Camps and Clinics, Lessons-Baseball, Lessons-Softball, Outside Team Practice, Impulse Cheer, and Special Events. Each tab will explain the services offered and have accurate and updated pricing for each service. There will also be pictures and videos that correlate with each tab and the service that is being offered.

• Next is the “Red Dirt Baseball” section. Since the Red Dirt Baseball website is run by another company, we will just put the link to their website on our page.

• The next section will be “Schedule Online”. Not much will change with this because it is pretty self explanatory on the existing website.

• Lastly, “Contact” will be the last section in the Table of Contents. This will have the address, directions to the facility, phone numbers, email, all social media outlets and links to them, and a comment box for people to leave any suggestions.

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KSPI Radio

KOSBRadio

StillwaterNews Press

FacebookAds

FacebookContest

June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Cost Imp.

$360split w/Duprees

$360split w/Duprees

$255

$600

$0*

3,750,000

3,750,000

30,000

9,430

800

DailyO’Colly

StillwaterNews Press

June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April May Cost Imp.

$800

$255

80,000

180,000

Allie P.Signage

PunchCard

June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. March April MayCost Imp.

$800split w/Duprees

$255

80,000

180,000

Print

Promotions

Digital

CampusRep

TOTAL: Cost: $1,175 Impressions: 260,000OVERALL TOTAL: Cost: $6,650 (Contingency: $350) Impressions: 11,552,630

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Media Timeline

TOTAL: Cost: $1,055 Impressions: 260,000

TOTAL: *Merchandise already purchased Cost: $1,575 Impressions: 7,540,230

$120N/A

Promotion 57%

Promotion 32.5%3,752,400 Impressions

Digital 65.3%7,540,230 Impressions

Print 2.3%260,000 Impressions

Print 15%

Radio 10%

Online 4%Contingency 5%

Social Media

Social Media 9%

Radio

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Budget Breakdown

Infinity Creative Co. put together a campaign that will position Peak Performance as a household name in sports facilities in the Stillwater and surrounding areas. The campaign encompasses the positive environment of Peak Performance, and communicates the services offer to young athletes to improve their skills before the 2016 baseball season. Our campaign:

• • Increases awareness by using media vehicles used frequently by parents with children interested in baseball or softball and college students who fit the target for potential coaches. • Increases consideration by 50%in the target market to use the facilities for walk-ins, personal lessons, clinics, and team practice rentals. • Creates a top of mind awareness for Peak Performance when looking for a sporting facility or competitive team. • Creates a positive brand perception through advertisements and promotions that demonstrate Peak Performance as a facility that provides young athletes with a high quality learning experience in a positive atmosphere.

It is important in every campaign to make sure the client’s money is being spent in an effective way. To ensure this, we will use various measurement tools to track the increase in walk-ins, clinics, lessons, and services bought by new members. This will include:

• Facebook analytics for tracking Facebook Advertisements • Social Media and website traffic counting • Registration survey conducted at Peak Performance for new members

This will entail new members registering with Peak Performance as a walk in customer providing their general information and how they heard about the facility. This will allow Peak Performance to measure what campaign tactics are bringing in the most customers and if it would be beneficial to continue them in the future.

Target Audience: Parents of Peak Performance and potential customers Objective: The objective of hosting in person interviews will be to gauge how people are finding out about Peak Performance Athletic center, if they are aware of the center and what people are looking for in an Athletic Center. MethodologyMethodology: We conducted these in-person interviews by going to the OSU baseball game on Feb. 25 and interviewing parents with young children who would be interested in Peak Performance Athletic Facility. We also went to Peak Performance on Feb. 19, and Feb. 24, and interviewed current members who have children that utilize the facility. We interviewed the current members at the facility while their child was either participating in Red Dirt baseball practice or participating in a one-on-one lesson. We obtained the information from the interviews by note taking and audio recording. SampleSample: The other primary research used was personal interviews. Participants were parents’ ages 30-40 with kids’ interest in playing baseball or softball. Interviews were given to both parents of kids involved with Peak Performance and Red Dirt Baseball as well as parents who could be potential customers. These parents have young children ages 7-14. According to secondary research these parents fall in the middle to upper class category, making $65,000 to $150,000 dollars a year. Each participant resides in Stillwater or the surrounding area.

Potential Interviews 1. Have you heard of Peak Performance Athletic Center? 2. Does your son/daughter participate in baseball/softball at any level? 3. Is your son/daughter interested in playing competitive baseball or softball? 4. What are you looking in an Athletic training center? 5. Would you be interested in one-on-one lesson opportunities for your son/daughter? 6. What is important for you to find in a Coach of a team for your child? 7. How important is location to you when deciding to become a member of a training facility? Explain. 8. How much would you pay for a one-on-one lesson for a 1-hour time period? 9. Are you currently a member of a baseball/softball athletic center in another town? a. If so, what do you like most about the center? b. What do you think could be improved upon?

Current Customer Interviews

1. How did you hear about Peak Performance Athletic Center?2. What benefits does Peak Performance provide to you?3. What qualities do you enjoy about Peak Performance?4. What about the facility do you think can be improved?5. What do you know about your coach’s backg5. What do you know about your coach’s background?6. What are you impressed with most about your coaches?7. What do you find most valuable about the training? 8. Does your child participate in Red Dirt Baseball? (If no, go to question 10)9. If so, please rate your overall experience with the 9. If so, please rate your overall experience with the team.10. Does your child participate in one-on-one lessons? (If no, go to question 15)11. If so, what are the benefits of these lessons?12. What lessons would you like to see more of?13. Do you feel like the one-on-one lessons a13. Do you feel like the one-on-one lessons are competitively priced?14. Do you think the lessons provide your child with high quality training?

15. Does your child participate in clinics at Peak Performance? (If no, go to question 18)16. If so, what have you gotten out of these clinics?17. Would you like to see more clinics offered?18. As Peak Pe18. As Peak Performance continues to grow, what do you expect in the future? (i.e. tournaments, more teams, softball clinics, ect.)19. Do you utilize walk-in hours? (If no, go to question 21)20. If so, what for? (pitching, hitting, fielding?) 21. How many children do you have?22. How many of your child22. How many of your children participate at Peak Performance?23. Do you reside in Stillwater?24. What media outlets do you use?25. Where do you get your news information about local businesses? 26. 26. Would you recommend Peak Performance Athletic Center to friends?27. Overall, please rate your experience with Peak Performance from 1-10 with a brief explanation.

Survey- Softball • Twenty-one out of 52 respondents played softball in high school. • Seventeen out of 21 students who played softball in high school are interested or somewhat interested in coaching young athletes. • Seventeen out of 21 students who played softball in high school believe they have at least moderate knowledge of the sport to provide coaching lessons. Survey- Baseball Survey- Baseball • Twelve out of 52 respondents played baseball in high school. • Eleven out of 12 respondents who played baseball in high school are at least somewhat interested in coaching young athletes. • Eleven out of 12 respondents who played baseball in high school believe they have at least moderate knowledge of the sport to provide coaching lessons.

Interview - Current Users – Coaches The coaching staff is seen as professional and orderly, teaching young athletes leadership and other values along with baseball. Because they are young and experienced, they give good advice that children find easy to listen to. There is a surplus of coaches for each session – people enjoy the focus on their own child. Interview – Current Users – Red Dirt People see the potential for growth and learning opportunity in the league. Because none of the coaches are parents, there is no favoritism and each child gets treated fairly. Because Red Dirt is headquartered at Peak Performance, people enjoy the support and positive atmosphere of the facility. Interview – Current Users – The Facility Interview – Current Users – The Facility Peak Performance is kept neat and orderly. The improvements that people hoped for are in the long-term plan of Peak Performance already. Everything needed for the league, lessons and clinics are all in one place. Interview – Current Users – Information Obtainment People mostly learned about Peak Performance through word of mouth. Social media and Emails are the communication method of choice for the interviewed parents. Radio was mentioned multiple times as a primary source of news and information. Interviews – Potential Users – What people are looking for: Interviews – Potential Users – What people are looking for: A program that builds character. Parents are looking for coaches that teach children valuable life skills on and off the baseball field. A positive learning environment that is still effective in giving kids the skills they need to be a successful baseball player. Parents want a facility that is both effective in building a child’s fundamental skills and can correct problems in a positive manner. A competitive atmosphere. Parents are looking for a league that is both fun and competitive. They want their children to play against an above average competition level so that their child may improve as a baseball player. Interviews – Potential Users – Awareness When participants were asked if they had heard about Peak Performance 83 percent said yes and only 16 percent said no. A majority of participants said they had heard about Peak through word of mouth. Participants heard about the facility from other friends, parents in their child’s baseball league or various community meetings. Participants also said they had seen Peak Performance on the internet. A majority of parents use Facebook and email as their means of gathering information about local businesses or events. Interviews – Potential Users – Facility Location Every participant agreed that the location is an important when choosing a baseball facility. A majority of participants said they would drive at least 45 minutes to a facility and only a few said they would not leave Stillwater. Participants like convenience when it comes to location. They talked about their everyday schedule and how busy it was running kids around to various activities. The more convenient a facility it is, the more likely a baseball parent would be to use the facility. Interviews – Potential Users – Specific Interests Every participant said they were all ready involved in a competitive league or were interested in their child playing in a competitive league. A majority of participants said they would be interested in one on one lessons with lessons in pitching, batting and fielding. Participants were willing to pay anywhere from $15 to $50 for a one hour lesson with a coach.