Kahler 1
Kate L Kahler
Professor Mezera
STCM 315 – 001
4 September 2014
Strategic Message Planner: Blissblissbliss Massage and Yoga Studio
Advertising Goal:
Blissblissbliss offers in a single location supporting the largest variety of massage, energy
work, bodywork, and yoga in Morgantown. Their advertising goal is to remain the most
competitive, yet affordable in regards to prices from their services, to offer the greatest
selection of services, and to meet the individual needs of each and every student.
Client Key Facts:
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Blissblissbliss was founded in 2008 as a small studio with only a few
massage therapists and body workers.
Blissblissbliss is one of the most renowned yoga studios in Morgantown
for yogis and non-yogis seeking to fundamentally build positive shifts in
one’s health and quality of life.
Blissblissbliss is one of the 3 remaining businesses that offer yoga classes
in Morgantown, the West Virginia University student recreation center
included (does not offer yoga classes).
Blissblissbliss promotes and supports a variety of local charities including:
Friends of Cheat, Girls on the Run, and the Rape and Domestic Violence
Center.
Any person is welcome to Blissblissbliss; membership is encouraged in
order to buy into the relaxed setting and into the Blissblissbliss sense of
community.
Product: Key Features:
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Yoga classes, massage, energy work, body work, and creative meditation.
Instructors, masseuses, instructor workshops, and instructor training
programs.
A serene multi-studio complex.
Donation based happy hour yoga in support of local charities.
A calm atmosphere.
A very convenient online a la carte class scheduler.
Yoga, meditation, and lifestyle goods.
Kahler 2
What is the purpose of the product (service):
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To provide exceptional body/energy work in a peaceful atmosphere
perfect for engaging in the fundamental components of wellness.
To focus on creating a calm and inviting space that supports personal care
and well being, as well as encouraging a healthy union of body, mind, and
spirit.
What is the product made of:
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The product (the Blissblissbliss company) is made up of its unique
instructors; experienced massage therapists, the genuine relationships
(instructor-student and student-student), the tranquil atmosphere, and the
eclectic Blissblissbliss store shop.
o Each Blissblissbliss yoga instructor’s comprehensive yoga training
includes a 200-hour yoga teacher training program set to meet the
prestigious Yoga Alliance standards.
o Over 35 yoga classes and styles are offered in studio.
o Blissblissbliss offers over 20 different massage styles to enhance
each client’s individual session. Additional enhancements are
available and ideal for a massage session and others blend
seamlessly with energy work.
o The Blissblissbliss store shop offers a great deal of yoga and
massage amenities to their clientele; including products such as:
yoga mats, massage oils, exercise clothing, meditation aids, and
hand-crafted local artisan goods.
Target Audience: Demographics and Psychographics:
The target audience for this advertisement is WVU college students, ages 18-30, who are
desperately seeking an alternative to working out at the student recreational center and
potentially seeking an opportunity to better their lifestyles. The college students share an
interest in bettering their atypical unhealthy college choices. The local demographic
contains an interest in health, rehab, and relaxation during stress filled college times. The
psychographics of the Blissblissbliss intended customer base are stressed out college
students who are looking for the biggest bang for their buck, and much of whom believe
they have no time to work out. The advertisement will showcase Blissblissbliss’s
extensive set of services best suited to the individual needs of their clients, their clients
tight college budgets, and busy schedules. The intended target audience will learn that
yoga practice is relaxing and conducive to their lifestyle. Aspects of fitness and stress
management will motivate the target audience to take interest in Blissblissbliss.
Kahler 3
Product Benefits:
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Peace, supreme positive thinking, and a healthy body.
An easy-to-use online a la carte scheduling system that grants clients
access into a world of bliss and convenience.
Reasonable prices and convenient class times perfect for the busy college
student.
Direct Competitors and Brand Image:
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Power Yoga Morgantown: The target audience would believe that this
studio is more of powerful flow training. Power Yoga Morgantown offers
a more limited style of classes more geared towards the cardio starved.
Suncrest Yoga: The target audience would come to believe that the
Suncrest Yoga studio is a hot yoga studio that is geared towards those
interested in a hot yoga-intense style workout. Suncrest Yoga also offers a
more limited style of classes, only in hot yoga elements.
In regards to the Blissblissbliss in-store selection of yoga related products;
online stores would be the greatest competition in aspects such as
availability, selection, and special-offers.
Indirect Competitors and Brand Image:
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Yoga at home videos: The target audience would believe that it is more
convenient to their lifestyle if they stay and home and practice yoga alone.
The WVU Student Recreation Center: The target audience would believe
that they cannot get into a specific workout style and that the Student
Recreation Center is more relaxed and offers you the opportunity to
workout alone, with a trainer, or in group classes (unfortunately classes fill
up extremely fast).
Product Brand Image:
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The current brand image: Blissblissbliss a wonderful local massage and
yoga studio with a variety of services perfect for college students and
yogis alike.
The desired brand image: Blissblissbliss is the town’s choice yoga studio:
including the largest variety of classes, the largest variety of body and
mind services, the best yogi rates, and quintessential yoga store.
The brand image challenge: The target audience would benefit from
understanding that Blissblissbliss is more than a yoga studio, but a
multiplatform body and energy work temple, and that there is no price tag
on the Blissblissbliss sense of community yogis develop from attending
Blissblissbliss functions.
Kahler 4
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Some potential downfalls to the enriched sense of community are possible
cases of exclusion; for example, prospective clients may be intimidated by
the yogi-culture and by existing member relationships. Intimidation is not
uncommon among interested individuals, but can be curbed by an
unwavering sense of welcome and introductory classes for beginner yogis.
Strategic Message: The Promise:
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Blissblissbliss offers in a single location the widest variety of massage,
energy work, bodywork, and yoga in Morgantown, W.Va. Their
philosophy includes competitive pricing for our services with additional
deep discounts and incentives for regular clients. Blissblissbliss focuses on
creating a calm and inviting space that supports personal care and wellbeing, as well as encouraging a healthy union of mind, body, spirit.
Supporting Evidence: The Proof:
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Donation based yoga classes (once a week) for all.
Award winning instructors
Local recognition
Happy clients