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J454 Public Relations Campaigns

PMA Oregon PR Packet

Brett Bass, Nic Corpora, Kelley Dahlen, Emilie Hartvig, Nicole Kramer, Joe Schiller

PMA Oregon Public Relations Packet

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Table of Contents Best Practices Report

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Research Report

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Public Relations Plan

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Introduction

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Background

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Situation Analysis

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Core Problem/Opportunity

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Key Publics & Key Messages

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Objectives, Strategies & Tactics

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Evaluation

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Long-Term Implementation Plan

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Deliverables

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How to Setup a Website

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Website Map

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‘About’ Section for Website

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Blog Editorial Calendar

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PMA Slogans

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How to Setup a Facebook Page

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Sample Twitter & Facebook Content

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Social Media Policy

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Pilates Day Materials

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Best Practices Report 1. United States Pilates Association (U.S.P.A.) http://www.unitedstatespilatesassociation.com/about-uspa.asp Overview: • The U.S.P.A. aims its resources and mission into the areas of Teacher Training and Certification and Continuing Education in Authentic Pilates Education. • The New York Pilates Studio Teacher Certification Program, started in 1992, is the first and oldest Pilates professional training program in the world. • Its Pilates Certification is the only program based on the exclusive ownership of the Joseph Pilates Archives and the copyrighted Teacher Training Manual. Lessons Learned: • Website offers a full resource of Teacher Certification materials, training seminars and workshops, as well as the history, benefits and method of Pilates. • Working on outreach programs including public schools, hospitals, rehabilitation centers, and specialized programs for the elderly, disabled, and learning challenged populations. • Engages others in Pilates industry from all over the world to collaborate on new and exciting material to blend with existing format. 2. STOTT Pilates http://www.stottpilates.com/ Overview: • STOTT PILATES is a contemporary approach to the classical methods of Pilates taught by Joseph Pilates, whose mission is to promote the ongoing benefits of mind-body fitness worldwide. • Referred to as the “Ivy League” school of Pilates Lessons Learned: • Established a strong community of more than 6,500 certified Pilates instructors and more than 35,000 students trained from all over the world. • Company offers Pilates equipment, education and media worldwide. • Offer members of the STOTT PILATES with various benefits, including marketing support, training resources, equipment and Instructor directory. • Well-connected on social media: YouTube, Twitter, Facebook, Linkedin, and more. 3. Idea Health and Wellness Association http://www.ideafit.com/ Explanation:

Since 1982, IDEA has provided health and fitness professionals with unbiased research, educational resources and industry leadership. IDEA Health & Fitness Association is the world’s leading organization of fitness and wellness professionals including personal trainers, group fitness instructors, fitness directors and fitness business owners.

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IDEA is the largest national industry-wide directory, linking over 200,000 US fitness professionals to more than 16 million consumers.

Outcome:

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The main goal is to reach consumers and establish a strong client-tell in order to grow and develop throughout the state and country. By using IDEA, consumers are referred to specific studios that meet their individual needs. The online database provides consumers with a studio locator and offers reviews from prior customers and fitness professionals. One of the biggest challenges with Pilates is creating awareness and IDEA has the largest consumer network, which guarantees an increase in publicity and knowledge of Carpe Diem. Additional benefits of IDEA is having more of a specific target audience, allowing for a more consistent message towards the individuals interested in Pilates.

4. Polestar Pilates http://www.polestarpilates.com/cgibin/WebObjects/Portal.woa/wa/WebPageWithId/1000141 Overview: • Polestar education is a worldwide provider of rehabilitation-based Pilates education, producing Pilates teachers and successful Pilates studio models. • Teacher training programs are offered across the United States and more than 28 countries. • Its mission is “to educate movement science professionals, in the application of movement as a means of enriching lives and fostering the development of mind, body, spirit and community. Lessons Learned: • Website has sections for professional use for the trainers and instructors audience, and personal use for clients to connect, find classes, and purchase equipment. • Offers Teacher Trainer programs, continuing education workshops and an advanced Pilates teacher program. • Clearly defines the requirements of certification on website. 5. Balance Body http://www.pilates.com/BBAPP/V/index.html Overview: • Balance Body, the world's largest manufacturer of Pilates equipment, offers a complete line of equipment, videos and education for students and instructors. • It’s the first company to substantially update Joseph Pilates’ equipment with state-of-the-art engineering, materials and technology. • Ultimate goal is to help teachers become confident and creative. Lessons Learned: • Strong partnerships with the world’s leading Pilates instructors, both classical and contemporary • Leader in the Pilates and mindful movement community through actively promoting and nurturing relationships through bringing high-quality education to the fitness industry and medical community. • Balance Body education programs include: body partner programs, instructor training, conferences and workshops. • Has trademarked CoreAlign training program. 6. Power Pilates http://www.powerpilates.com/about-power-pilates.html Overview: • “Power Pilates is the leading educator of classical Pilates in the world with a network of 110 training centers in 10 countries.” • Emphasizes training that honors the integrity of the original method developed by Joseph Pilates. • Power Pilates is the only leading Pilates education program that emerged not from an equipment manufacturer.

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Lessons Learned: • Core value is rehabilitating pain sufferers and advancing the fitness goal of its practitioners. • Strong community of classical Pilates enthusiasts • Recognized as the classical leader in the industry. • Offers teacher trainer programs, certification renewal, and continuing education programs. 7. American Fitness Professionals and Associates (AFPA) http://www.afpafitness.com/ Overview: • AFPA is a recognized leader in Fitness, Trainer and Nutrition Certification and Continuing Education for fitness professionals. • Its mission is “to provide students with an affordable education that gives them knowledge, skills and awareness necessary to enhance their own lives, the lives of others, and the community at large.” • Offers Pilates Fitness Instructor certification courses designed around the teaching of Joseph Pilates Lessons Learned: • Clearly defines the requirements and benefits of certification. • Certification can be done at home and all required study materials can be purchased online. 8. American College of Sports Medicine (ACSM) www.acsm.org Overview: • ACSM is the largest sports medicine and exercise science organization in the world, with more than 45,000 members and certified professionals worldwide. • “ACSM promotes and integrates scientific research, education and practical applications of sports medicine and exercise science to maintain and enhance physical performance, fitness, health and quality of life.” Lessons Learned: • ACSM offers more than a network of professionals and resources; only organization that provides firsthand access to leading-edge science and policy changes. • Membership includes access to health and fitness resources, discounts on certification exams, selftests, insurance and 24/7 access to the membership directory and referrals. • Provides an outlet for Pilates Instructors and studio owners to connect with other members of sports medicine community • Uses social media and newsletters effectively 9. Pilates Connections http://www.pilatesconnections.com/ Explanation:

Pilates Connections is an online forum that features different categories as part of a discussion board. The discussion board makes connections amongst the Pilates community and allows consumers to connect with professionals regarding any questions they have about Pilates.

Pilates Connections allows users to create a new thread or topic and answer any questions that were previously posted in the discussion board.

The discussion board consists of the current most talked about topics and also recommends relevant sites related to the Pilates industry.

Outcome:

Out of all of the resources listed on this report Pilates Connections has to most to offer Carpe Diem and contains a variety of options to connect with consumers.

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• •

Studio owners are allowed to post topics or create threads, or answer any questions from consumers. This website allows Carpe Diem to establish a relationship with consumers in the Pilates community. Pilates Connections is a way for business owner to receive feedback about what they’re doing right and what they’re doing wrong. Carpe Diem can utilize this information to modify and strengthen their own business model, and also ensure their services meet the standards or their clients.

10.Pilates-Pro http://www.pilates-pro.com/ Explanation:

Pilates-Pro.com is an online community for the entire Pilates industry. The mission of Pilates-Pro is to provide access to vital information, tools, services and opportunities that will help you learn more, build your business and prosper.

They are committed to publishing quality content from established and up-and-coming leaders in the Pilates industry. They believe in order to help clients build strong, healthy bodies, there needs to be a strong foundation of knowledge, a healthy business plan and support from your peers.

Pilates-Pro also features a forum on their website to promote the open exchange of ideas and information within the professional Pilates community.

Outcome:

• • •

Not only does Pilates-Pro offer an online community for the entire Pilates industry, it provides studio owners with relevant information regarding how to run a successful business. Pilates-Pro offers workshops and community events, all of which support the cause of establishing recognition for Carpe Diem. The website contains a wide variety of information from fitness advice to Pilate’s exercises. In addition, Pilates-Pro encourages partnerships with Pilate’s studios across the country.

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Research Report Introduction Contents The purpose of the following research report is to show the process of how we chose research methods, analyzed results of this research, and how the results will be used for the implementation of the Pilates Method Alliance Oregon Chapter campaign. Shawn and Hayley Healey, Pilates Method Alliance (PMA) members and owners of Carpe Diem Pilates Studio in Eugene, Oregon, have both an opportunity and a problem. The couple have the opportunity to create the first PMA chapter in the state of Oregon and their problem is they need a way to get people to sign up and become members. We were assigned to PMA Oregon to create and begin implementation of a plan that would guide Shawn and Hayley to form a campaign for the new chapter. At the first meeting with Shawn and the team, Shawn had clear goals and a specific audience to reach. The goal is to get Pilates instructors who work in Oregon to sign up to become members of the PMA Oregon Chapter while creating an overall Pilates community within the state. Another goal is to develop specific standards, like a national entrance exam, to make Pilates more credible. With all of this information, we discussed the information needed to create a plan for these goals, and how to best reach the target audience to get this information. By the end of this report, there should be a clear understanding of how the method of research was determined, how the information we sought from instructors will help us with creating a plan, and what we can conclude from the data collected.

Scope Due to the amount of time given for research, the most important thing to do was to figure out a way to get as much information possible in a short period of time. The most obvious approach to collecting data was to create a survey with questions that would fill the unanswered gaps in our research. Since we did not have a lot of time, we focused on creating an online survey that could be easily distributed and collected. Another way that we could have gathered data was through focus groups, but that required more time for organizing and getting people together. The work for the research problem consisted of finding the contact information of Pilates instructors in Oregon, creating questions for the survey, sending out the survey, and getting the results. The biggest research problem was getting responses from the survey recipients. If a person was not available by e-mail, we made phone calls and sent messages via Facebook and Twitter. Unfortunately, many of the calls went to voice mail and the majority of the people we did reach did not want to participate.

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Background Information Over the past 15 years, we’ve experienced an explosion in demand for Pilates. In 2010, Pilates was the fastest growing activity in the country, with 8.6 million Americans participating in 2009--up 456 percent from 2000 [1]. The rapid 10-year growth has slightly declined over the past two years, possibly due to some participants switching to yoga, which is a more group-oriented program [2]. Today, Pilates instructors have a variety of career options as more facilities offer Pilates and provide both group and private training. The 2010 IDEA Fitness Programs & Equipment Trends report found that 90 percent of facilities represented in the survey offer Pilates, up from 63 percent in 2002 [3]. Popular settings include fitness clubs, privately owned Pilates and yoga studios, wellness centers and more. The 2008 IDEA Fitness Industry Compensation Survey found that the mean hourly rate for Pilates instructors in the United States was $32.25, with professionals in the Northeast and West averaging more than that ($40.38 and $36.02, respectively) [4]. Although our sample size was small, our data indicates the age of Pilates instructors in Oregon ranges between 25 and 61, with an average age of 41. The location with the highest concentration of instructors is Portland; however, there are instructors throughout all parts of the state. There are currently 21 PMA Certified Pilates Teachers in Oregon, who are listed in the PMA’s online directory [5]. A leading Pilates publication, Pilates Style, has 34 Pilates studios listed on its website [6]; however, we found some studios that were not listed and we estimate more than 40 studios altogether. The PMA is both a professional association and a certifying agency for Pilates teachers. In an effort to serve its constituents, as well as support industry growth and development, the PMA is supporting the development of regional chapters throughout the United States. Currently, there is only one pilot chapter in New Orleans that has been successfully launched. The primary role of a Chapter is to provide an effective means for local networking among Pilates professionals, offering PMA approved continuing education, and the development of forums that foster discussions related to the Pilates industry [7]. It’s in this pursuit that we launch a PMA Chapter in Oregon, with the main objectives to create a viable model for other Chapters, to raise awareness of the PMA and to create an inclusive community of Pilates professionals in the state of Oregon. The Pilates industry is currently in a philosophical transformation period. For many years, the most contentious area continues to be the debate between “classical” and “contemporary” Pilates. “Nearly every conversation is shadowed by the question ‘What would (founders) Joseph and Clara think about this’[8]?” Many in the industry contemplate the ways in which Pilates can integrate innovate while upholding the traditional principles of the founders to create the future of Pilates, particularly in the area of creating certification standards of instructors. This is why one of the goals of the PMA is to bridge the style gap and create a community of Pilates professionals no matter the background. This vision of inclusion, at times, has been fraught with obstacles and naysayers, who contend the PMA has abandoned its original core objectives and purpose and is, as The Pilates Studio of Los Angeles declared, “propagating a message to the Pilates community [9].” Although PMA Executive Director Elizabeth Anderson refuted these accusations, it does indicate that not everyone shares the belief that the PMA’s actions are in the best interest of the Pilates community. We’ll keep this in mind as we develop strategies to effectively communicate our message with the understanding that, for some, we’ll need to change their current opinions of the PMA.

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Methods Choosing the method The purpose of our research was to learn certain things about the views of the Pilates industry and about personal experience among Pilates instructors in the state of Oregon. PMA is a professional association and certifying agency for Pilates teachers. As a national organization, the PMA has opportunities for Pilates practitioners to develop regional chapters in the states where they teach. Our client is interested in developing a PMA chapter in Oregon and therefore our research was designed to connect with other Pilates practitioners within the state. In order to collect useful information, it was important for our methods of research to be easily accessible to a variety of people throughout Oregon. Before we could effectively understand how to approach our research methods, we needed to figure out what our client wanted to accomplish. Our client needed answers to the following questions: a. What do we need to know about the Pilates industry? b. What makes people want to join an organization? c. What style of Pilates are other instructors teaching? d. What types of Pilates education have instructors received? e. How do we create a Pilates community in Oregon? Because the main goal is to create an established PMA chapter in Oregon, we had to think about why an instructor would choose to join PMA. Therefore, it was important for us to understand the benefits of being a PMA member. The primary role of a chapter is to provide an effective means for: a. Local networking among Pilates professionals b. Offering PMA approved continuing education c. The development of forums that foster discussions related to the Pilates industry In addition, a PMA chapter can: a. Increase the opportunity for member participation in PMA activities b. Provide a readily accessible mechanism for regional project development c. Provide a network to rapidly gain member feedback on issues of concern to the PMA d. Provide a locally effective PMA membership recruitment mechanism e. Provide improved access to PMA resources, including certification and continuing education credits

The Survey Once we determined the benefits that PMA offers its members, we began to formulate our survey asking questions about instructors’ Pilates background and parts of an organization that could be important to them in the Pilates industry. The survey starts with asking participants to list his or her age, city of practice, style of Pilates, and how many classes he or she taught each week. After collecting basic information about the survey participant, the following questions aim to determine the most important aspects of the Pilates industry according to the individual. a. Have you attended a Pilate’s conference? b. Are you a member/have you heard of any of the following Pilates organizations? Check all that apply: i. Pilates Method Alliance ii. STOTT Pilates

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iii. American Academy of Exercise iv. National Academy of Sports Medicine (NASM) v. Polestar vi. Balanced Body Pilates c. How did you hear about the organization(s)? Check all that apply: i. Word of mouth ii. Employer iii. Newsletter iv. Online v. Other (please specify) Next, we asked participants to rank the most important parts of a Pilates organization on a scale of 1-10 (1- most important, 10- least important) a. Involvement at small local conferences b. Discounts of professional liability insurance c. Networking with colleagues d. Newsletters e. Involvement at large conferences f. Discounts on exams g. Listed in a public directory h. Being a part of a community within your profession i. Events j. Discounts on conferences To conclude our survey and to determine what might encourage/discourage individuals to join a Pilates organization, we asked participants the following questions: a. How much are you willing to pay for a membership to a Pilate’s organization? b. How important is it to be a part of a national Pilates organization? c. How important is it to be a part of a local organization? d. Do you have an interest in continuing your Pilates education? e. How important is earning multiple Pilates certifications to you? f. Do you believe there is a professional Pilate’s community in Oregon? g. Which form of media do you prefer to find information? h. Do you read any publications or newsletters for professional purposes?

Finding survey participants Through our secondary research on Pilates, we learned that those who teach this exercise are very passionate about not only the exercise itself, but also the industry dynamics. We spent a lot of time carefully constructing the right questions so we could keep the survey short, yet informative. The survey had a total of 19 questions, which were designed to collect information about the backgrounds and opinions of each Pilates instructor who participated in the survey. Instead of focusing on the small network of Pilates studios in the city of Eugene, we decided to reach out to studios across the state. We searched online on directories and individual studio websites to find instructor contact information. Since we worked with a very specific target audience, it was crucial for us to have a larger number of participants. We organized a list of Pilates instructors by creating a directory that included the name of the instructor, phone number (if

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listed), e-mail address (if listed), Pilates studio that the instructor worked at, city that the Pilates studio was in, and whether or not the instructor was certified. If the instructor was certified, we listed the Pilates organization that he/she got the certification. There were many instructors who said he/she was certified but did not have a name of the certification school. The contact directory consisted of 60 e-mail addresses and 55 phone numbers. There were a lot of people on the directory who belonged to the same studio and therefore had the same number, which made it difficult to reach more people. In total, we collected 115 contacts with either a phone number or e-mail address. Even with this high number of contacts, the survey participation fell short. As a group we divided up the contacts allowing some of us to send e-mails, while others made phone calls. It was easiest for us to encourage people to take our survey by sending them a direct link through e-mail. When we tried to reach instructors via phone, we were either turned down or sent to voicemail. We got one phone survey. Due to the difficulties we were having with getting feedback, we used Twitter and Facebook to get the survey link out. On Twitter, we targeted specific instructors with Twitter accounts and used an “#OregonPilates� hash tag.

Results From the survey we conducted, we found a handful of results that will help us further our venture to form the PMA Oregon chapter. We have highlighted the results for seven of the questions from the survey and how these results will help us form our decisions as we continue to form our public relations plan for the PMA Oregon chapter. Through secondary research on Pilates organizations, we chose the ten most prevalent aspects we saw in each organization. We asked our survey participants to rank each aspect on a scale from one to ten (one being most important, ten being least important). The top three most important aspects a Pilates organization can offer based on our findings were: 1. Listing the members in a public directory 2. Being involved in a large Pilates conference 3. Having the opportunity to network with other colleagues in the Pilates community

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We asked each survey participant to compare the level of desire to be involved in a national organization versus a local organization. Our findings confirm that 61.6 percent of our survey participants find it important to somewhat important to be involved in a national organization. However, we also found that 61.6 percent of our survey participants find it important to somewhat important to be involved in a local organization. This shows that it is equally important for Pilates instructors to be involved in both a national and local Pilates organization. Here we can find room to improve the desire for Pilates instructors to be involved in a local organization and communicate those benefits compared to a national organization.

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When determining the best practices of other Pilates organizations we surveyed which are the most well known organizations. From this we hope to mirror the practices and communication strategies these organizations use. We also wanted to see how recognizable the PMA was compared to other organizations. The most recognizable organizations are STOTT Pilates, NASM and Balanced Body Pilates. It was confirmed that the majority of the participants have also heard of the PMA.

Through our secondary research we found that there are many professional Pilates publications and newsletters. We wanted to survey how effective and useful these publications would be to communicate our message. We found that 76.9 percent of the people surveyed do use these publications for professional purposes, and therefore would be another effective mean of communication. Additionally, we wanted to survey what would be the most effective way to communicate our message about the PMA Oregon Chapter. We asked our survey participants which media form they prefer to find information about Pilates. An overwhelming 84.6 percent of the participants answered the Internet and the remaining answered specifically social media showing that the Internet is the most effective way to communicate to our target audience.

Interpreting Data After collecting our research data we found our target audience to be Pilates instructors between the ages of 25 and 50 in the state of Oregon. We discovered that a PMA Oregon Chapter will be successful through using social media, promoting the continuing of education, and charging less than 100 dollars for membership. Our research showed us that STOTT and NASM were the most well known organizations. Through our secondary research we found that in order for PMA to be successful we will need to mirror certain practices STOTT and NASM have been successful with. These practices include a strong web presence and frequent conferences. Through our survey and secondary research we now know how to approach our audience about joining the PMA Oregon Chapter.

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Recommendations Throughout our extensive secondary research and our results from our primary research, we are able to make some significant recommendations as we go forth in completing the public relations plan for the PMA Oregon Chapter. In our survey, it was found that STOTT and NASM are the most well known organizations throughout the Pilates community in Oregon. We recommend that we mirror the communication methods and the way they reach their audience. Through the ranking of what is important for Pilates instructors, we found that these instructors are most interested in being listed in a public directory, having the ability to network with their colleagues in the Pilates community and they showed their interest in the involvement in large Pilates conferences. These are all items that PMA does already; however, these attributes specifically, when creating the new Oregon Chapter, needs to be communicated to our target audience. Additionally, from our results it was found that the Internet and specifically social media are the most effective means of communication for our audience to find information regarding the PMA Oregon Chapter. We also recommend that we pay close attention to the Pilates specific publications and newsletters because over three-fourths of those surveyed agreed that they use these for professional purposes. It would be best to communicate about the PMA Oregon Chapter on the Internet, social media and professional newsletters and publications.

Conclusion As stated earlier, the main goal of this research is to find the best ways to reach Pilates instructors in the state of Oregon to join the upcoming PMA Oregon Chapter. The data also revealed that it is important to Pilates instructors to be a part of a Pilates community, which confirmed that this is a goal we need to work on. Further, research shows that there is a relatively even split between instructors practicing practical, contemporary and progressive forms of Pilates. Through the surveys, we found that education and certification is important among the Pilates instructors. This is a key point to keep in mind because PMA wants to create a set of standards for Pilates instructors such as an entrance exam and other tools to show that a PMA certification means quality training. Our research shows that the majority of instructors are interested in being part of both a national organization  and a local organization. Our research covers a broad range of instructors who have been teaching anywhere from one to 20 years. A greater number of instructors are familiar with other Pilates organizations, such as STOTT and NASM, than they are with the PMA. Through secondary research, we found that these other organizations offer more amenities and information on their websites than the PMA does. Research has allowed us to see what other certification companies are doing and what instructors like to see. This research shows that to reach out to Pilates instructors, the PMA has to offer more than simply signing up to be a member in order to get more people to visit the website and become involved within the organization. Our research has helped us develop ideas for spreading the word about the PMA and to show that the organization is a credible certification agency that is the best in the Pilates industry.

Work Cited [1] 2010 Sporting Goods Manufacturers Association’s Sports Fitness and Recreation Participation Report [2] 2011 Sporting Goods Manufacturers Association’s Sports Fitness and Recreation Participation Report [3] (Schroeder 2010) ; http://www.ideafit.com/fitness-library/a-career-path-for-the-pilates-instructor [4] 2008 IDEA Fitness Industry Compensation Survey [5] Pilates Method Alliance website. http://www.pilatesmethodalliance.org/index.php?option=com_community&view=search&searchId=83475 [6] Pilates Style. http://www2.pilatesstyle.com/studio-finder/usa/oregon [7] Start a PMA Chapter. http://www.pilatesmethodalliance.org/chapters [8] Monroe, Mary. The Pilates Phenomenon: Where Do We Go From Here? http://www.ideafit.com/fitness-library/the-pilates-phenomenon-where-do-we-go-from-here [9] PMA Response to PAPT Declaration http://data.memberclicks.com/site/pima/PMA_response_to_PAPT_5-2-11.pdf

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Public Relations Plan Introduction The following is a public relations plan to help the Pilates Method Alliance (PMA) develop a Chapter in Oregon. Developing a successful Chapter is a project that will take months to complete. Since our time on this project is limited, our group will create a step-by-step template for executing our ideas, which our client can implement in the months ahead. Included in this plan are the necessary components for achieving the overall goal of developing a successful PMA chapter in Oregon.  These components have been prepared to reach two specific targeted audiences and consist of a list of strategies with different tactics for accomplishing each objective. In addition, we have created a calendar with a timetable for plan implementation as well as an evaluation method to monitor progress and measure success of the strategies and tactics.  In order to achieve our goals, each component of the plan will require continuous effort and attention in establishing communication and awareness of the Oregon PMA Chapter.

Background The Pilates Method Alliance is a not-for-profit, professional association and certifying agency for Pilates studios and instructors. The national association has authorized our client to develop a local Chapter in the state of Oregon. The PMA is committed to developing standards of practice and certification for the Pilates industry.

Situation Analysis The Pilates industry has a number of professional associations and certifying agency currently in the marketplace. The PMA differentiates from its competitors by its commitment to unite the industry by establishing standards of practice, building community and providing the only third party certification exam. This is currently only one pilot PMA Chapter, which is in Louisiana. This Chapter would be the first of its kind on the west coast. There are currently 20 PMA members who practice in Oregon.

Core Problem/Opportunity There has been much debate within the Pilates industry regarding the PMA’s mission to develop a standard of certification and to unite the community. Some view the PMA as the “Pilates Police.” There is relatively little awareness of a PMA Chapter starting Oregon, and raising awareness requires a continued effort over the next few months. There is an opportunity to create a dialogue within the Pilates community in Oregon and create a successful Chapter.

Goal Create an Oregon Chapter of the PMA

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Key Publics & Key Messages Key Publics Two publics have been chosen for this campaign. We have selected the publics who would be most interested in the opening of a PMA Oregon Chapter. Pilates instructors who work in Oregon will be crucial to reach because these are the people who would be a part of the Oregon chapter. Prospective PMA board members are also key to reach because these are the people who can have an opportunity to help shape the structure of the new chapter. Oregon Pilates Instructors There is a large community of Pilates instructors in the state of Oregon, all of which have an influence on the growth of the industry.  In order to develop a PMA Oregon chapter it is vital for these instructors to establish a network of communication amongst one another.   Pilates instructors have a shared vision of developing the industry beyond its current status and the purpose of the Oregon chapter is aimed at doing so.     In creating this alliance of Oregon Pilates instructors they have an opportunity to establish a level of credibility amongst the profession and create a higher standard of professionalism.  Pilates instructors are responsible for creating awareness and promoting the industry and building this alliance creates more opportunities to be heard.     Prospective PMA Board Members The involvement of these potential leaders will be key to the campaign. By having a board of members who are invested in PMA, there will be more validity in the organization. More specifically, by having a board who is deeply involved in having a Pilates community in Oregon, there is an opportunity to create a stronger unity within the organization and then to begin building new relationships. Prospective board members may already be members of the PMA national organization. For these people, they are members of the PMA because they like what the organization stands for and how it is run. In addition, there may be prospective members who are not with PMA. This will give the PMA Oregon Chapter the opportunity to add in new perspectives to Pilates organizations. The people who would be interested in being a PMA Oregon board member are leaders who care about the structure of the Pilates community. These people want to be heard and want to help unify Pilates in Oregon. Primary Messages: • Join us to create the future of Pilates in Oregon • Join our cause and help create the future of Pilates in Oregon Secondary Messages: We’re not the “Pilates Police.” We just want to strengthen the community through Our Teacher Certification program is the most rigorous in the nation Join the PMA Do you want to network locally with other members of the Pilates community in Oregon? Join the Oregon Chapter of the Pilates Method Alliance • The Oregon PMA chapter seeks to build and unify a local Pilates community • Are you looking to continue your Pilates education? Do you want to connect with other members of the Pilates community? Do you want to attend professional networking events? Then join the Oregon Chapter of the Pilates Method Alliance today! • • • •

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Objectives, Strategies & Tactics Objective Create awareness for the Oregon Chapter of the PMA through a strong web presence and promotional events. Strategy: Establish a PMA Oregon blog for Pilates instructors to gain information about the PMA and learn how the PMA will benefit them. Tactics: • • • • •

Create a Wordpress.com website for the Oregon Chapter Include an “About” section so viewers can learn more about the Oregon Chapter and its benefits. Include blog section to in order to share personal stories, tips, and additional information about the PMA. Post a slogan for the chapter on the home page. Have a calendar to show upcoming events.

Strategy Use social networks to foster and facilitate dialogue with other instructors, voice concerns, share success and connect with other professionals. Tactics: • Create a Facebook page for the Oregon PMA chapter • Create a Twitter account and official hashtag • Create a social media policy to handle negative feedback and appropriate behavior for engagement Strategy: Host three PMA events in 2012 Tactic 1: Host an event on Pilates Day • Host an event in Eugene • Use social media to promote event • Pitch to the media in order to gain media coverage • Coordinate event with other studios in Oregon Tactic 2: Host a summer event • Host an event in Bend • Use social media to promote event • Have Pilates giveaways for instructors at event Tactic 3: Host a winter event • Host an event in Portland • Use social media to promote event • Coordinate with Portland studios • Have a holiday theme - “New Pilates for 2013”

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Evaluation Our core goal is to foster a venue for the Oregon PMA chapter to develop and prosper. To evaluate this campaign ultimately will be based on the amount of outreach we are able to obtain, participation and most importantly members to join the chapter. This campaign uses many specific strategies and tactics to fulfill this goal. • To gauge awareness we will be able to evaluate this campaign by not only the number of new members we obtain but also the number of views and impressions the PMA Oregon chapter website and blog will have after they are created. This information can be obtained through Google Analytics or similar programs. • Additionally we will be able to gauge our increasing awareness by the number of “likes” we have on Facebook, along with the amount of conversation, comments and shares we may have. • Similar to the Facebook page, we will be able to gauge our success by the number of followers we will have on Twitter along with the number of retweets, use of hashtags, quotes and conversations. • Lastly for the events, we can gauge our success by the number of attendees, number of participation of other studios and media coverage  we may receive before and after the event. As stated before, the goal is to develop Pilates Method Alliance Chapter in Oregon. Developing a successful Chapter is a project that will take months to complete and will be a continuing process; however, those listed above will allow the stakeholders to gauge the progress of their efforts.

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Long-Term Implementation Plan After conducting research and meeting with our client, we feel the most effective way to help the PMA Oregon Chapter move forward is by creating a media kit. The media kit will include different elements our client has shown interest in to help create awareness about the upcoming PMA Oregon Chapter. With the chapter in the start-up stage, it is key for the client to create as much awareness as possible and give interested parties different tools to find information about the chapter. Through online surveys, we contacted various Pilates instructors throughout Oregon. Our research showed that the best way to raise awareness about the PMA Oregon Chapter to our audience is through social media. Therefore, we have based the majority of the public relations plan around social media outlets such as Facebook, Twitter, and LinkedIn. We also have put an emphasis on creating a main website for the PMA Oregon Chapter. For non-web media, we have concentrated on creating the basics for raising awareness about Pilates Day. This will include both print and web media.   By the end of the term we will provide a public relations plan with a step by step process of how promote the Oregon PMA Chapter and reach the targeted audience. This plan will include a list of strategies with different tactics to accomplish the objectives. The PR plan will include directions for setting up social media outlets and the website. We will have a calendar set up that has example statuses and updates for the sites. For the website, we will have blog ideas, as well as a template for the overall website. For Pilates Day, we will include templates and drafts for potential print media that can be released for the event. Each component of the plan will require continuous effort and attention. In moving forward, we suggest creating a strong web presence to connect Oregon Pilates instructors to the new PMA Oregon Chapter, as well as spread awareness about the chapter in general. The following steps will help develop communication and awareness of the Oregon PMA Chapter. The following are the next steps to take after receiving your plan: • • •

• •

Establish a Board of Directors for the Chapter Encourage board members to raise awareness of the new PMA chapter within their community Create PMA Oregon Chapter social media websites Facebook ◦ Twitter ◦ LinkedIn ◦ Create the PMA Oregon Chapter home website Main domain ◦ Blog ◦ Organize Pilates Day event Pick a location ◦ Time ◦ Guest list ◦

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Deliverables How to Setup a Website Step 1: Create a domain name. • A domain name is the basic search name that people can find the website at. The domain name should be something that is easy to remember and close to the name of the organization. In this case it might be easier to make the website a link from the main PMA website such as: Pliatesmethodalliance.org/Oregon • If the Oregon chapter of the PMA website wants to be separate it could be www.pmaOregon.org Step 2: Once a domain name is chosen, a home page must be designed. • The home page is the page that is displayed after someone types in the domain name. • The home page should include links to help the visitor navigate around the website. Step 3: After the home page, it must be decided what to include on the website as far as links and visuals are concerned. • Links can be created to allow a visitor to go to different aspects of the website such as: goals, history, about us, contact info, etc. Anything that will help provide information to anyone with any amount of knowledge about pilates. • Aside from having links to direct visitors, a calendar on the home page with special events and important dates seem vital to have for a chapter that is starting out. • Along with the calendar, visuals that display what the chapter is about will help visitors visualize what the Oregon PMA chapter is all about. Pictures can include pilate classes being instructed by PMA instructors, the PMA logo, different studios with PMA certified instructors in the state, etc.

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Website Map

Above is a sitemap for the PMA Oregon website. This would be the homepage. • The first component of the homepage is the ‘Welcome’ page - this will be inviting to viewers • The homepage should also include recent events or the most-upcoming event at the time • The about section should include information about PMA Oregon and also a little about what Pilates is. • The get involved section can include a e-mail sign up opportunity, as well as tips for how people who are interested in being a part of PMA Oregon to get involved. • The events page should include a calendar of upcoming events, both local and national. The national events can be the major conferences that everyone attends. • The blog link will take viewers straight to the blog. • The website should also include links to the Facebook and Twitter pages. This is an easy way for viewers to find the social media sites. • The contact us link will include e-mail, phone, and address. If there are hours, the hours should be included so people know when you would be contacted best. • There should also be a link to the PMA national charter website.

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‘About’ Section for Website What is the Oregon Chapter of the PMA? Founded in April 2012, this Chapter of the PMA was formed to further goals in establishing the practice of teaching Pilates as a profession, to encourage practitioners to become PMA certified, and to provide opportunities for professional development in the state of Oregon. Put simply, we are a group of Pilates professionals dedicated to preserving the teachings of Joseph Pilates and his exercise method, and believe in maintaining standards while respecting the various approaches to Pilates. Why the Oregon Chapter of the Pilates Method Alliance? We exist to foster professional growth among Pilates practitioners by offering continuing education programs at the local level. We value the networking opportunities that workshops and seminars provide and are able to offer them right in our own backyard! Future workshops will include round table discussions on issues and matters related to Pilates as an industry, particularly the process involved in PMA certification. Who does the Oregon Chapter Serve? As the third PMA chapter in the world, we currently serve Pilates professionals living in Oregon. Our goal is to expand our chapter to encompass the Pacific Northwest and California. How is the Oregon Chapter Governed? A Board of Directors, each of whom is active in the field and has volunteered to serve the growing membership through effective organization management, governs the Oregon Chapter of the PMA. What is in it for you? There are practical benefits such as: discounts on certain items or services, liability insurance, a newsletter, an industry convention or conference, a directory and a tax deduction. However, these should not be the primary reasons for joining. The primary reason for joining is to support the PMA’s mission, which is to strengthen the industry; to bring people together, en masse, with the common goal of industry development through identity development and participation. Get Involved! Contact Shawn Healey, MS at (541) 684-0577 or at shawn@carpediempilates.com for more information.

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Blog Editorial Calendar Date:

Blog Post Topic:

Notes:

4/2/12

Welcome to the Oregon PMA!

Let readers know a chapter has been established and what to look forward to in the future

4/6/12

Why You Should Join the Oregon PMA

List benefits; opportunity to create something from ground-up

4/11/12

The Future of Pilates and How It Effects You

Discuss the implications of government regulation and why people should care

4/17/12

Join Us for Pilates Day on May 5!

Preview the event and invite readers to come out and help

4/25/12

How To Get Involved in Pilates Day

List how people can get involved – volunteer, awareness, food, logistics, etc.

5/7/12

Pilates Day Recap

Share photos, provide a short recap of the day, maybe an interview with someone

5/11/12

Creating the Future of Pilates

How can the Oregon Chapter create the future within the state? Make it clear what’s at stake.

5/17/12

Taking a Stand for the Future of Our Profession Chance to address claims of “pilates police” and dispel misconceptions

April

May

PMA Slogans One Community, One Goal This displays everything that the PMA stands for. One community because the PMA would like to harvest one overall pilates community in Oregon and have everyone come together. Also, everyone has one Goal, they all want to become the best pilates instructors which comes from becoming PMA certified. Harvesting the Community of Tomorrow This encompasses what the Oregon chapter of the PMA wants to accomplish. The main goal is to create and harvest a community of pilates instructors in the state of Oregon. By having this as the slogan, it reinforces the importance of creating a community and building upon that in the future.

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Defining Excellence This gets to the point about what the Oregon chapter and the PMA in general want to do. They want to define what it means to be a knowledgeable and talented pilates instructor. They want people across the state to know that when an instructor is PMA certified it means something. When you take a class or lesson with a PMA certified instructor you are going to get the best instruction possible. Building Knowledge, Creating Community Right off the bat this tells people who join the Oregon PMA chapter what the chapter is all about. The chapter is focused on giving members the knowledge they need to be great instructors while also creating a pilates community. Experience, Knowledge, Growth The premise of this slogan is to let those interested in joining know that they will get experience by working with PMA certified instructors to teach them how to become a well rounded instructor, they will gain knowledge into how to become a great instructor and learn about the pilates community in Oregon, and not only will people grow as individuals but the pilates community in the state will expand. A local chapter will help facilitate growth for the PMA in the state and nationwide. Quality Certification, Quality Instruction The premise for this slogan is to display that the PMA gives quality certification which means that the instructors give quality lessons. It emphasizes that the PMA focuses on quality and that is of the upmost importance.

How to Setup a Facebook Page Step 1: Go to https://www.facebook.com/pages/create.php Step 2: Select type of page You will choose “Company, Organization or Institution” Step 3: Select a category There are many to choose from and the one that best describes the PMA organization is the Non-Profit Organization. Next, you will put in the name, which will be the title of the Facebook page. Step 4: Input information Facebook lays out an easy how-to guide to completing your Facebook fan page. Below is a sitemap for how your Facebook page will lay out. • The ‘About’ section should be short and concise. It should give fans the opportunity to read what PMA Oregon is quickly. • The cover can be changed at any time. This is a good place to show a group photo of the PMA board members or a flier for an upcoming event. • The profile photo should stay consistent. It is the photo that comes up on people’s newsfeeds and therefore, you need to keep the same photo so people will recognize that it is PMA Oregon’s posts. If it is changed too much, people can get confused and not easily recognize who is posting. • The small boxes next to the large ‘Organization’ part are meant to have photos in them. When each box is clicked, it opens to a new page. • Photos: opens to all of the photo albums. • About us: goes to a page where you can put information about PMA Oregon.

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• PMA Oregon Events: this is a good place to put up information about upcoming events. • Registry: this page is offered on the PMA national Facebook page. This is a good and easy way for people to get sent to the right website if they want to register.

Sample Twitter & Facebook Content Twitter Strengthen your core with Pilates! 10 effective Pilates techniques to give you the abs you’ve always wanted! Need a new teaching method? Try out these new techniques! Come join our Monday Pilates classes to kick start your week! Short on time? Check out this quick Pilates work out to fit into your busy schedule. Take a look at this Pilates article Register for our Spring classes! Get ready for Summer and bathing suit weather with these exercises Pilate Tip for the day What is your favorite Pilates exercise? Tweet it to us! Sore after class? Try out these stretches after every class! Tips to keep your clients coming back for more! Got any Pilates questions? Tweet us and we will Retweet you! What is your favorite teaching technique? Tell us why! Interested in getting certified? Contact us at… Check out how Pilates can put positivity back into your life! Have an injury? Let us know, we can show you how to fix it! The Pilates Method of Body Conditioning is gaining the mastery of your mind over the complete control over your body. – Joseph H. Pilates • Physical fitness is the first requisite of happiness. –Jospeh H. Pilates • 10 reasons to get PMA certified… • • • • • • • • • • • • • • • • •

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• Check our history of the PMA • #ORPMA Facebook • • • • • • • • • •

Interviews of PMA members Pilates video workouts Announce Pilates events New Pilates trends for 2012 Share your studio (Instructors post videos/pictures of their studio and share it on PMA Facebook) What inspires you to do Pilates? Comment with your inspiration! Like our website at…. Bio on a new instructor/member each week Post new classes or studios for people to try out Why did you join the PMA? Post on our wall your top reason!

Social Media Policy Guidelines for functioning in an electronic world are the same as the values, ethics and confidentiality policies employees are expected to live by every day. It is important to remember these 5 guidelines when participating in social media: 1.

Treat others as you would like to be treated.

2.

Add value to your consumers, your industry, and your business.

3.

Be respectful, professional, and courteous.

4.

Provide insight, expertise, and relevant conversation.

5.

Communicate ethically and morally in support of your professional goals

Social media can be extremely beneficial to your company in allowing you to establish relationships with potential consumers, or respond to feedback and concerns from current clienteles. These guidelines will help you maintain a professional code of conduct when establishing a voice for your company in the social media realm. Online Social Networking Online social networks include sites like Facebook, Twitter, MySpace and LinkedIn, (and many, many more). There have been a number of questions regarding proper etiquette on these sites and while there are no official rules when it comes to the following, here are some recommendations: • Disclose your affiliation: If you talk about work related matters that are within your area of job responsibility you must disclose your affiliation with your company. • Be smart about what you publish: Once you put something out there, it can be difficult to retract. Make sure your online brand doesn’t diminish or tarnish your offline brand. • Act responsibly and ethically: When participating in online communities, do not misrepresent yourself. • Protect yourself: Be careful about what personal information you share online.

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• Keep it cool: There can be a fine line between healthy debate and incendiary reaction. Try to frame what you write to invite differing points of view without inflaming others. And you don’t need to respond to every criticism or barb. Be careful and considerate. Code of Conduct Honor our differences: Make sure those who are posting on your company Facebook, Twitter or MySpace understand that you will not tolerate discrimination (including age, sex, race, color, creed, religion, ethnicity, sexual orientation, gender identity, national origin, citizenship, disability, or marital status or any other legally recognized protected basis under federal, state, or local laws, regulations or ordinances). • Moderation (reviewing and approving content) applies to any social media content written on behalf your business of anyone outside the company • If the content is positive or negative and in context to the conversation, then it can be approved, regardless of whether it’s favorable or unfavorable. • If the content is ugly, offensive, demeaning, and/or completely out of context, then the comment should be rejected. • Comments advocating illegal activity or posting of material that violates copyrights or trademarks of others are prohibited. • The use of obscene, threatening or harassing language is prohibited. In order to protect the integrity of your company these guidelines will help you monitor and maintain your social media presence in a professional manner. This social media policy may need to be modified to address new guidelines and concerns at the appropriate time.

Pilates Day Materials

1st Annual- PMA Oregon Chapter Pilates Day Who: Pilates Method Alliance Members & Oregon Public What: Annual, international, community event to foster the public’s appreciation and awareness of the PMA. When: Saturday May 5th, 2012 - 1st Saturday of May each year Where: Location is up to your discretion. Why: This day is meant to create be an accessible and affordable event to encourage the network of PMA members in area.

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Benefits of Participation • Raise the profile of Pilates and your business in your community • Create networking opportunities • Join in a shared vision and purpose • Gain publicity and exposure for the Pilates Oregon Chapter • The PMA will provide a "Pilates Day Kit" to help you plan and produce a successful event

The electronic Pilates Day Kit™ includes: 1. Pre-designed artwork for posters, postcards, and business cards 2. Pre-designed sample advertisements, budgets, production time lines 3. Sample press releases, which you can customize to your unique situation and location 4. PMA Pilates Day logo artwork for use on printed materials,t-shirts, etc. 5. Resources for your printing needs on paper, t-shirts and other types of items 6. Lots of event ideas and tips and tricks for

What’s the next step? -Apply to Apply to host a Pilates Day Event

Tips & Trips: 1. 2. 3.

4.

The host must be a current PMA member in good standing. In the event that an organization wishes to produce a Pilates Day event, the event organizer must be a current PMA member in good standing. In the planning of a Pilates Day event, the Host must adhere to the PMA’s Code of Ethics and Scope of Practice. A Pilates Day Host must provide proof of professional liability insurance with “additionally insured” named if applicable. The limits of liability should be sufficient to cover the event, staff, volunteers, and participants. Insurance documentation must be submitted to the PMA in order to be confirmed as a Pilates Day Host and to have their event listed on the Pilates Day website. PMA has the sole and exclusive right to use the mark. No company, certificant, or other third-party is permitted to use and/or display the “Pilates Day®” marks, without the express consent of PMA.

• In addition to fulfilling the pre-organized Pilates Day Kit™ • Market the event through on social media PMA Oregon Chapter sites (Twitter & Facebook) • Email PMA Members from the directory about the event • Begin to contact PMA certified studios to participate

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Example Pilates Day Schedule:

8:00am Discussion on Posture & Maintaining a Healthy Spine $5 8:30am Mat & Toys class – all levels $5 9:30am Orbit® class – all levels $5 10:30am Lecture on Breath & How it Relates to Efficient Movement  $5 11:30am Pilates in the Park! @ Wooddale Park (weather permitting)  $5

Contact information: Maly De Jesus +1-866-573-4945, Ext. 201 +1-305-573-4946, Ext. 201 Email: pilatesday@pilatesmethodalliance.org The events success can be measured by: • the number of attendees • the number of people signed up to be apart of PMA Oregon Chapter • the number of other Pilates studios who choose to participate

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Pilates Method Alliance