Rebecca Bartel Sean Flanagan Taylor Morris Dylan Secrest
Rebecca Bartel, Sean Flanagan, Taylor Morris, Dylan Secrest Marketing 448 1
Agenda • • • Company Overview Competitor Analysis Customer Analysis • • • Strategy • • • Survey Results Segments Identified Target Segment Positioning Product Pricing Place Promotion Branding Conclusion 2
Company Overview 3
Company Overview: Name Current • • Website branded as “Open Sky Health Studio” Refer to teaching of Sheng Zhen as “Sheng Zhen School” Recommendations • • Use “Open Sky Health” as the name of the Sheng Zhen school Reasoning: • • Low awareness of Sheng Zhen people don’t know what those words mean Sheng Zhen is difficult to pronounce and remember Need consistent branding Does not limit to only teaching Sheng Zhen classes 4
Company Overview Vision: Continue the vision of the Sheng Zhen Society by spreading the concept of S. O. U. L. (Science Of Unconditional Love) to the College Station/Bryan area. Mission: Create the first Sheng Zhen school in the College Station/Bryan area by working with residents and businesses nearby. 5
Company Overview Values: Creativity, care, community; working towards a peaceful and passionate world Goals: Increase awareness of classes offered, along with the benefits of Sheng Zhen. 6
Competitors 7
Competitors • Direct competitors • Confucius Institute • Rejuvisense Relaxation Center • Indirect competitors • Yoga Pod • Om Grown Yoga • The Yoga District 8
Competitor Pricing • Confucius Institute • • Rejuvisense Relaxation Center • • $99 per month for unlimited yoga classes $149. 50 for student semester pass Om Grown Yoga • • • $15 per 30 minute tai chi or meditation class Yoga Pod • • • $35 for a two-month long class $130 for a 10 -class pack $20 per individual class The Yoga District • • $97 per month for unlimited pass $11. 35 per individual class 9
Customer Analysis 10
Segment Descriptions 12
Survey • • Distributed survey and received 205 responses 3 Purposes • • Gauge awareness of Sheng Zhen Identify customer segments and profiles Discover media usage, price expectations, and interest in various activities Identified 3 segments 11
The Apathetics (31% of sample) • • • Aged 18 -34, with most within the 18 -24 range Moderate education and income (most are currently enrolled in college) Neither likely nor unlikely to try new things first Not overly spiritual or open to new philosophies Don’t currently participate in yoga or meditation When reading a class description, they think: • • It is a waste of time. It does not sounds interesting. 13
The Wilds (32% of sample) • • • Age 25 -44 Well-educated with highest incomes Like to try new things first Identify as spiritual and open to new philosophies Currently participate in yoga and meditation, both group and individual When reading a class description, they: • • Are most likely to be interested in attending. Highest awareness of Tai Chi and Sheng Zhen 14
The Cautious (37% of sample) • • • Age 18 -34, with most in the 25 -34 range Lowest education and income Prefer to wait until others try something new before trying it themselves Do not identify as spiritual, are not interested in philosophy, and are not open to learning new philosophies Currently participate in some yoga and individual meditation When reading a class description, they: • • • Would want to learn more before attending. Are not overly interested. Lowest awareness of Sheng Zhen 15
Target Segment 16
Target Segment: The Wilds Why • • Highest awareness of Sheng Zhen Open to trying and learning new things Already participate in similar activities - yoga and meditation Described themselves as being interested in a hypothetical class 17
Positioning 18
Positioning Statement To those aged 25 -44 who love to be the first to try things and who enjoy philosophy, Open Sky Health will provide a variety of classes to improve your physical and emotional health based on the philosophies of Sheng Zhen Gong. 19
Offerings 20
Offerings Current • • Tai Chi and Sheng Zhen classes at various times and locations Free classes Saturday mornings On-campus class Partnership with Baylor Scott & White Recommendations • • Keep on-campus class Keep Baylor Scott & White partnership Create a consistent schedule in terms of times and location Add more classes to accommodate for different schedules 21
Consumer Decision Making Process: Current Pre-Purchase ● Hear about Open Sky Health classes from friends or the university. ● Attempt to find information online. Purchase ● Pay for class upon arrival. Post-Purchase ● Join one of the Facebook groups. ● Can choose to give email address. 22
Consumer Decision Making Process: Recommended Pre-Purchase ● Hear about Open Sky Health classes from friends, the university, or an online search leading to the website or social media. Purchase Post-Purchase ● Go to website and register for classes online. ● Sign up for the email list after registering. ● Follow Facebook page. ● Attend class. 23
Pricing Strategy 24
Pricing Strategy Current • • • Recommendations $10 per class $85 for a group class Corporate Partnership: dependent on class frequency and types • • • $12 for single class $55 for package of 5 classes Unlimited Monthly Pass • • TBD, price depends on how many classes offered weekly Why • Based on survey results, $12 was within the price range people would be willing to pay for a hypothetical Sheng Zhen or Tai Chi class 25
Place Strategy 26
Place Strategy • Find a regular meeting location • Rent an activity room at the A&M Rec Center or PEAP • Private group rate: $50/hour • Problem with Rec Center: $10 admission fee for non-students • College Station Community Centers and Parks • Parks: Fill out a permit and pay a fee (valid for 6 months and based on number of participants) • Centers: Pay deposit (typically $200) and rental fees (around $50 -60/hr) • Consider reaching out to Yoga studios and fitness centers to rent space • Mobile: continue using apps such as Neighbor to reach as many potential customers as possible • Create new website 27
Current Website: www. openskyhealthstudio. info 28
Place Strategy: Website • Benefits of New Website: • Cleaner look • Offers more information to potential and current customers • Allows for registration and payment for classes • Collect email addresses upon registration • SEO and Google Analytics • Upgrade website to $8/month for: • Payment through website • No Weebly branding • Unlimited storage 29
New Website: www. openskyhealth. weebly. com 30
Promotions Strategy 31
Promotion Strategy - Advertising • • Print Media: flyers/posters in doctors offices, hospitals, and student counseling services on campus Paid advertisements on Facebook 32
Promotion Strategy - Sales Promotions • Discounts to former students and professors • Special group classes/group discounts for student organizations • Discounts for people who check-in on Facebook • One-time discount for signing up for emails • Special promotion: bring a friend and get a class ½ off 33
Promotion Strategy - Public Relations • Gather personal testimonials and post them on website and social media • Use social media and emails to manage distribution of information • Provide educational material to increase interest in attending a class 34
Promotion Strategy: Email • • Require email address to register for classes Give option to sign up for email newsletters Integrate Mailchimp into website to gather email addresses Use Mailchimp to create email templates and send automatic messages to new subscribers and class registration reminders 35
Branding Strategy 36
Branding Strategy Three Key Components: 1. Promotional Items 2. Color Scheme 3. Digital presence 37
Branding Strategy - Promotional Items T-Shirts Phone Cases Stress Balls 38
Branding Strategy - Color Scheme # #A 66 DB 8 #8 C 7 D 3 C 39
Branding Strategy - Digital presence • Create a Facebook page to connect with customers beyond the website and emails. • Why a Page: post as Open Sky Health rather than as yourself • • Consistency in branding and message Currently: two Facebook groups • Keep one of those to allow for participant communication. 40
Branding Strategy - Facebook Best Practices 41
Development Strategy 42
Development Strategy • Partnerships/Collaborators • Personal selling • Professors and partnerships • Add a marketing member • Marketing development intern 43
Development Strategy - Corporate Partnerships 44
Development Strategy - University Partnerships Professor Partnerships • Olga Dror - Modern East Asia Professor • David Blanks - Introduction to Philosophy • Mike Sandlin - Healthy Lifestyles Student Organizations • Bhakti Yoga Club 45
Development Strategy - Marketing Intern Unpaid Marketing Internship: ● Social media content creation ● Website maintenance including SEO and Google Analytics ● Mailchimp email marketing ● Customer acquisition ● Public relations 46
Current Offerings Summary • Small group of loyal customers • Two active Facebook groups • Working with Wellness Works on campus • Teaching university class • Partnership with Baylor Scott & White • Open Sky Health website 47
Action Plan 1. Hire a marketing intern from Mays Business School to assist with social media, website creation, and email marketing. 2. Create a consistent schedule of classes. 3. Contact City of College Station and register for park usage. 4. Contact TAMU professors to promote classes to their students. 5. Expand corporate partnerships. 48
Questions? 49
- Slides: 49