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Objective Total K.O. is a non-profit, all female boxing club. For every membership, they donate a
(problem to membership to an underprivileged girl. The focus of the club is to promote physical health, self-
solve) defense, mentor young ladies, and train young ladies for competitive boxing.
Target audience Women. Mothers. Active lifestyle, fitness enthusiasts. Combat sports. Mentors. Supporters of
non-profits. Age range: 5-18, 30-45. Competitive mind set. Those willing to work hard.
Major selling Learn discipline. Be active. Each membership provides a membership for an underprivileged
point (product girl.
position)
Reasons to
believe
(proposition
support points)
Competitors Non-profit boxing/combat sports gyms in Fort Worth: none other known
For profit boxing/combat sports gyms. Genesis Jiu-Jitsu. Title Boxing.
Media
Overview/background: (1min30sec)
Cover research of competitors, target audience, and overall strategy
“Before we present the campaign and ads we have prepared for you, we want you to
know the background work and strategy behind the campaign we have for you today.”
Looking at your competition, we see
Ads: (2+min)
Cover 2 ads. Print and video or radio.?
Ending: (30sec)
I just read an article about not ending a presentation with “any questions?”. It made a
great point in just ending a presentation with a strong statement. One suggestion was to
summarize the presentation.
Presentation Script
Title Slide
(((Froylan)))Good Afternoon Everyone. My Name Froylan,
(((Robin))) I Am Robin,
(((Froylan))and we work for Cepeda and Elkins
Development
(((Froylan)))
We began the process by researching. First we looked into your social
media presences to gain a better understanding of your brand identity.
Total K.O. Boxing is a all-girls non-profit organization with the mission to
enhance the social skills and promote exemplary citizenship of women of
all ages in the community.
(((Robin)))
Up to this point, Total K.O has relied upon word-of-mouth advertisements,
similar methods have been used by the competition. We took this into
consideration to create a unique brand image and separate Total KO from
the competition, with an ad campaign geared toward your target audience.
(((Froylan)))
The target audience for Total K.O. are women. Age ranges from 10-54. Specifically
mothers, millennials, teenagers who are interested in mentoring, an active lifestyle,
combat sports and all of whom have disposable income to spend on a gym
membership.
(((Robin)))
Research from Ketchum, and from the Fortino Group was used to make the
decision to advertise over social networks. These studies showed that
females and the younger generations are consuming social media at a
rapid rate. The teenage generation is already expected to spend one third
of their lives on social media.
Another benefit of using social media is the affordability. It will not cost
Total K.O. a dime to post these ads on their owned media. And promoting
posts and advertisements through social media are quite economic and
affordable.
(((Froylan)))
First, I want to verify that we met all mandatories you asked for. Your
name, logo, and our new tagline.
Next, I want to direct you to is the tagline behind our campaign “Shattering
Stereotypes”.
In Fort Worth, Total KO has the (USP) unique selling proposition of being
an all-female boxing gym. We made it a point to emphasize this in the ad
by focusing our concept to be “empowering women”.
Just like how women, today, are shattering the glass ceiling in their
professional lives, the young girl in our ad , the same age as the girls you
cater to in your outreach program, “shatters” the false, and incorrect
stereotypes that girls (and women) are weak, inferior, and too masculine if
they do “boy” things.
Like Robin said earlier, a lot of your competitors also rely on word-of-mouth
to bring in gym members. The few ads that we did see were hard sell ads.
In the industry, hard sells are a term we use to define ads that are simple
and direct. Usually, just a photo of the product/service and the price. The
ads from the campaign we are presenting today are soft sell ads. Ads that
are more subtle and indirect. These ads are elegant, thoughtful, and
designed to evoke emotional responses to your target audience. Our ads
will catch the attention of your target audience, spark their interest, and
create a desire that will lead to the action of them reaching out to you and
joining your boxing gym.
(((Robin))
((VO)) ((Campaign Video))
The print ad is the launching point for the campaign and we wanted to
make sure that the other elements not only relate and build off one another
but call back to the Print Ad. Using glass sound effects to connect with a
glass ceiling, and the use of negative stereotypes that females are
subjected to.”
Conclusion
(((Froylan)))
This campaign has legs to go into other mediums and if you are interested
we have a radio script already written to start spreading the word.
(((Robin)))
Thank you for your time today and remember Together
(((Robin/Froylan)))
We can Knock out the competition!
Specs for Print Ad Sizes
Magazine ads (graphicdesign.spokanefalls.edu)
Standard size: 8 ⅜” x 10 ⅞”
Digest size: 5 ⅜” x 8 ⅜”
Poster (printingdeal.org)
Small 11” x 17”
Medium 18” x 24”
Large 24” x 36”
Competitors
Title Boxing Club Downtown Ft Worth
2 hard sells. Price, logo, and name (Title Boxing). All shown on a photo of a
woman and man punching a heavy bag.
Ad targeting couples. Portrait of a couple. Text: Couples who box together, stay
together
St Patricks Day ad: Green Title hand wraps and 4-leaf clover. 2 horse shoes.
Text: Happy St Patricks Day.
Target audience
The Millennial Generation (the younger parents)
Born between 1980 and 1995 are called the millennial generation b/c many of
them entered the workforce at the start of the 21 century.
st
Gender/Lifestyle Audiences:
Ketchum communications quotes “today’s women hold an overwhelming share of
consumer purchasing influence, making more than 80 percent of household
purchase decisions”
According to Nielsen report in 2013, estimates on female purchasing power
varies from $5 trillion to $15 Trillion annually and trend indicate that women will
control two thirds of the consumer wealth in the US over the next decade. Given
these statistics, it is no surprise that women are also merging as “influential” in a
variety of campaigns for a spectrum of companies
Ketchum research, conducted by the University of Southern California’s
Annenberg Strategic Public Relations Centre, also found that women aged 25-54
are not only “super consumer” but are much faster than men in embrace some
new media, such as social networking sites,
A Weber Shandwick and KRC Research study in 2013 found that females who
use social networking sites exceed that of men (75% to 65%)
o The study also found that women spend on average of 12 hours a week
using social media
The Ads
Print Ad
Video Ad
Radio Ad
FVO: Okay girls let’s get out our textbooks and turn to page 18, today we are
going to learn how to Dance. We will begin with the waltz, follow the rhythm of the
music
FVO: (fades out) it is important to let the man show you what to do when he
leads…
FVO: (motivational) (Fades In) Feet separated, Keep them moving, don't let your
opponent dominate the floor, you choose where to lead, follow the rhythm of your
breathing.
MVO: (Owner of TKO) Total Knockout Boxing teaches girls everyday lessons
differently. We are an all-girls non-profit organization with the mission to enhance
the social skills and promote exemplary citizenship of women of all ages in the
community. With the central theme of empowerment. Find out more at Total KO
boxing dot com or come learn a lesson for yourself we are located________
across_______by_________
References
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2016). Public Relations Strategies and
Tactics. United States of America: Pearson Education, Inc.
Barry, Pete. (2016). The Advertising Concept Book Think now, Design Later. New York,
New York: Thames & Hudson
“Boxing & Kickboxing Studios for Full-Body Fitness.” TITLE Boxing Club, 2018,
titleboxingclub.com/.
Fitness That Empowers.” 9Round Fitness - 2018 Hottest Trend In Fitness - Franchises
Available, 2018, www.9round.com/.
Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2016). Public Relations Strategies and
Tactics. United States of America: Pearson Education, Inc.
Graphicdesign.spokanefalls.edu
Printingdeal.org