Awareness
Campaign
By Jaime Goodman
NEON SPORT AWARENESS CAMPAIGN
Table of Contents
CAMPAIGN SUMMARY AND GOALS
3
WHO IS NEON SPORT
3
NEON SPORT VISUALS
4
STAGES OF ENGAGEMENT
5
PYRAMID BRAND PLATFORM
6
CREATIVE MOCK-UP
7
NEON SPORT AWARENESS CAMPAIGN
Campaign Summary:
Awareness. That is the key element of any successful brand. In order to create awareness
for a company, they must put their name out into the industry. For this specific company,
that is the fitness supplement industry. This industry focuses on ages 18-54, both male
and female. Neon Sport looks at the younger crowd, focusing on 18-34, both male and
Females interested in fitness. Neon is a new supplement company that want’s to electrify
the industry. So my proposal will be to electrify our consumers and draw the attention to
this new sport nutrition brand.
Awareness will be created by giving Neon Sport more presence on social media, internet
sites, and print ads that will be located in supplement retailers and gyms across the
nation. Neon Sport will also be at supplement expos in large cities, such as Los Angeles,
Los Vegas, New York, Miami, Seattle, and Baltimore.
Who is Neon Sport?
Neon Sport, from the makers of Cellucor, was created in May of 2013. It produces four
products currently. The first was their product “VOLT”, which is a pre-workout that is
described as an “all out sensory assault,” which in the fitness industry is a positive
description. The second product released was “KINETIC” which is a amino blend,
combination of BCAAs (Basic Chain Amino Acids) and SAAs (Sequenced Amino Acids and
Silk Protein Peptides). Neon describes “KINETIC” as “an innovative combination of ‘oldschool’ and ‘new-school’ amino acid technologies.” The third product was a hardening
agent called “INTERCEPT”. The final product for Neon’s current line is “SURGE” a 5teired testosterone booster.
Neon Sport focuses their products on active individuals, both male and female between the
ages of 18-34. They have based their products and their brand on the notion of electrifying
their consumers. They want people to stay motivated, achieve their fitness goals, and see
their own potential. Neon Sport has maintained a predominately social media based
advertising platform since the launch of the company. However, they have appeared a
multiple supplement expo shows, to showcase their products to their set demographic.
Neon Sport’s demographic is outline in such a way that there is little room for
demographic expansion, only researching more of the same demographic, which is
increasing as more Americans strive to loose weight and lead healthier lifestyles.
The best way to reach the 18-34 year old fitness demographic is on social media, or in
print ads located in fitness magazines, supplements stores, or gyms. The people who Neon
Sport is directing their advertising at, spends most of their time either at the gym,
researching fitness related topics, or out living a healthy life. By increasing their social
media presence, it would allow for easy “likes”, “shares” and “retweets” for their brand,
measurable loyalty and awareness. Creating print ads would reach the consumers who
may not rely on social media as much as the younger generations, those who read fitness
magazines or buy their products on supplement supply websites or stores.
NEON SPORT AWARENESS CAMPAIGN
NEON SPORT PAST ADVERTISEMENTS
*All images are from the Neon Sport Facebook Page
(https://www.facebook.com/neonsportbrand/timeline)
NEON SPORT AWARENESS CAMPAIGN
Stages of Engagement:
AWARENESS – To build product/brand awareness we are going to first start promoting
our appearance at all the biggest fitness expos. We want to get people excited and we want
to set ourselves apart from the competition. We will be using Facebook, Twitter, and
Instagram to promote our appearance at the fitness expo, we will be able to measure the
success of this promotion by keeping track of the social media response.
CONSIDERATION – This stage of engagement will take place at the fitness expo, we
want people to interact with our brand and those who represent us. Right now Neon Sport
sponsors Ashley Hoffman (WBFF pro), who would appear at the expos for pictures and
Q&A. We want an interactive booth, so we would have friendly competitions, such as pullups, push-ups, and planks to spark the excitement in our visitors. We would also be
handing out swag bags, with hats, sweatbands, shakers, and samples of our products.
PURCHASE – To encourage purchase of our products we will have postings on social
media, print ads, and motivational blog posts that will highlight the uses of our products,
and their results.
LOYALTY – When we work so hard to have a brand that connects to people, we want
them to share that connection. We want people to keep coming back for more of our
products, with each purchase of a product we will include samples to our other products,
so that each customer can have the opportunity to try all of our products and with the
more products purchased we can give them discounts on full product stacks.
ADVOCACY – This will be where we emphasize our social media relationship with
consumers. We want people to post pictures on Facebook, Twitter, and Instagram of how
they use our products, and how excited they are to get more! We want to keep the energy
up and electrify new consumers to achieve their dreams. We will have promotions for
posting videos or pictures that will allow our avid users the chance to win Neon Sport
gear, getting our name out there!
SAMPLE SOCIAL MEDIA POSTS:
NEON SPORT AWARENESS CAMPAIGN
PYRAMID BRAND PLATFORM:
Our
Promise
Brand
Position
Our Personality
Brand Drivers
Neon Sport’s promise is constantly provide their
consumers with the motivation and supplements
to experience an electric workout.
We position ourselves in our consumer’s minds
as their go-to for the extra kick to reaching their
fitness goals. We want people to associate our
brand with fun, healthy living, and achieving
their goals.
Here at Neon Sport we stand by the quality and
effectiveness of our products. We are constantly
reaching out to our consumers, motivating and
encouraging them to reach their goals.
We drive our company on the value of ambition,
quality products, consistent motivation, pride in
achievement, and inspiring events and
spokespeople.
NEON SPORT AWARENESS CAMPAIGN