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Sky Zone IMC Campaign Brittany Brown – October 19th, 2018
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Table of Contents Sky Zone
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IMC Campaign
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Table of Contents
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Executive Summary
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Overview SWOT Analysis
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Target Consumer Definition
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Marketing Campaign Objectives and Strategies
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Creative Strategy
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Communication Channels
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Creative Execution
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Conclusion References
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Executive Summary As the first indoor trampoline park of the 21st century Sky Zone has set an unprecedented standard for a higher caliber of play. With the companies’ ability to grasp the need for a more inventive way to enjoy oneself, Sky Zone has cornered the indoor trampoline market. Looking to the future, Sky Zone’s, “Soaring to New Heights” tag line embodies the future of our IMC campaign. Sky Zone will continuously cater to families of all demographics all over the world.
Overview The origins of this company was initially meant to be a new extreme sport with trampolines. Started in 2004, the father of Jeff Platt created a sport wherein players would jump through a suspended hoop whilst holding a ball. The name of the sport was called Sky Zone. Father and son managed to raise $2.5 million to open the first Sky Zone indoor trampoline park hoping that it would be a huge success. The idea was not a fruitful one. However, several neighborhood children asked to go into the establishment to use the trampolines to play. They each were charged eight dollars and seeing no issue, the father agreed. The children kept coming back and brought more people with them. Before long, with word of mouth, this company was bringing in 100,000 jumpers in the first year of business! From then to now, Sky Zone has built a $300 million chain of indoor trampoline parks worldwide. And is the 3
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cornerstone in a $1 billion dollar indoor trampoline business internationally.
SWOT Analysis
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Target Audience Definition The largest market that comprises Sky Zone consists of teens and young adults. Millennials and their families have become the main group who have helped create a steady revenue throughout all Sky Zone’s, and have helped bring in several other generations. With the excitement and play exhibited, Baby Boomers and Generation Y have taken to participating in the extracurricular that Sky Zone provides. Understanding that not everyone wants to jump, there are several other attractions that all family members can participate in. With the whole family in on the fun, we are looking at the next generation behind them. With Toddler time as a recent feature we are looking to entice our millennials to having their children grow up in the culture that is Sky Zone. With this thought, we should have a steady flow of customers for the next fifty years due to our brand of fun being passed down from generation to generation.
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Target Audience Profile `
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Marketing Objectives & Strategies Social Media will be used to promote the brand of this company. Primarily, Facebook, Twitter and Instagram due to the high volume of the target audiences' participation therein. Sky Zone will also be using several radio segments on Spotify, Apple and Sound Cloud to reach an even larger range of the company's demographic. The final promotional channel will be an alternative media, T-shirts. With this final promotional media, the company hopes to utilize a Word of mouth approach by allowing individuals wearing the attire promote the business. The choices and the budget required to implement this plan is a great boon to saving funds. Social Media is already a great way to interact and promote the business without having to dip too much into the funds. Also when building a community, the people are the ones who eventually begin the chore of promotion. Of course Sky Zone will post pictures and videos to showcase our business to its fullest advantage. However, the community we build will be the sole advertising treasure. With the benefit of word of mouth and the potency of everyone’s social media platform, Sky Zone has a great opportunity for free advertising. The T-shirt and radio spot are a great advantage as well. With Social media helping promote online, the T-shirt will help people see a physical representation of what this business can offer. For this campaign, Sky Zone will be promoting the fun and healthy things you can do at this establishment. The advertisements will showcase the numerous activities available, with a brightly colored theme that grabs the attention of the audience.
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Creative Strategy  Enhance Sky Zone's pertinence so more families come for a
healthy and fun exercise experience. Objective & Strategies 1. Create a more enhanced advertising approach by 15% 1. Utilize several radio channels 2. Create a series of Commercials catering to families and other demographics 3.Purchase a billboard to help more easily identify the Sky Zone location 4. Implement several Facebook ads 2. Increase the amount of Core clients by 20% 1. Create several Facebook groups to cater to our target audience and build more communities 2. Give a discount to participants in workout classes 3. Create an email chain that gives discounts to those who choose to participate 4. Create a family and friend’s night to celebrate the frequent visitors and encourage them to bring a new friend or family member
Communication Channels 8
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Creative Execution
Conclusion
Integrated Media Communications, the basis of how we create and cultivate brands today is the foundation on which Sky Zone stands. Despite the change of scenery of the forms of IMC, the heart is the same. Wherein, you take a strong 9
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and consistent message and you blast it from every available advertising area you can find. Whether the message is by word of mouth, through Social Media, YouTube, television commercials, however. So long as the message is consistent and strong enough to resonate with the people you seek out as your target market. With this idea firmly in hand, the brand of Sky Zone has grown exponentially and has become an international market for every demographic who seeks a fun and exciting way to play. Not only can this idea work, but is has worked the mediums initially were different. As the business continues to grow it would be beneficial to increase the budget for advertising. So no longer will we have to rely so heavily on Social Media to promote the business, but put more Sky Zone commercials on billboards, television, and buy some radio time. With even more advertising due to a larger budget there will be an increase in patronage, thus an increase in the number of attractions presented to the public.
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Kirsch, N. (2017, June 20). Jump Man: How Sky Zone Went From Failed Extreme Sport To A $300 Million Business. Retrieved October 19, 2018, from https://www.forbes.com/sites/noahkirsch/2017/06/20/jump-man-how-sky-zone-went-fromfailed-extreme-sport-to-a-300-million-business/#67401b607a90 Sky Zone | HYFN. (n.d.). Retrieved October 19, 2018, from https://hyfn.com/work/sky-zone/ Sky Zone Indoor Trampoline on the Forbes America's Most Promising Companies List. (n.d.). Retrieved October 19, 2018, from https://www.forbes.com/companies/sky-zone-indoortrampoline/#3ed656f39a1e
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