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BYU Public Relations Campaign for:
Velocity
Sports
Performance
BY: CHELSEY SAATKAMP • MCKINNLEY MATSON
HILLARY MILLECAM • ANDREW DEVEY • TIFFANY SOLLIS
April 17, 2013
1
Table of Contents
INTRODUCTION
Introduction
Executive Summary
1
Background & Research
SWOT Analysis
2
Core Problem & Goal
4
Campaign Objectives & Theme
4
Communication Methods
Running Community
6
Post-Natal Mothers
8
Triathlon Community
10
Business & Corporate Community
12
Planning & Budget
Calendar
14
Budget
15
Appendixes
Evaluation Criteria
16
Product Examples
17
INTRODUCTION
Executive Summary
Velocity Sports Performance (VSP) is a sports performance and fitness training company that
focuses on fast-paced, high-energy workouts for total body conditioning. Specializing in training
young athletes, VSP is currently in the middle of a transition moving to a new facility in
American Fork from Lehi.
VSP hired us to help it find a way to increase its clientele and revenue during daytime hours when
it opens at its new location. In order to do so, we believe that VSP must focus on reaching out to
four previously untapped markets: the Utah County running community, triathletes, post-natal
mothers, and the Utah County corporate community. We believe that these publics have the biggest
potential and self-interest in joining VSP, and that tapping into their motivational needs is the
biggest way to target each of these publics. By encouraging them to “get there” with Velocity
Sports Performance, VSP can show these publics that joining the facility can help them stay
motivated to reach their fitness and life goals.
In the following pages we discuss our research and findings of how we came about this
conclusion and delve into some of the strategies and tactics that would best reach these four
publics. The key recommendations that can be found in this book include:
Either creating an in-house daycare or partnering with a local childcare facility so
postnatal mothers will have someone looking after their children while they train at
VSP.
Sponsoring or hosting a race and/or triathlon that will help build awareness about VSP to
the running and triathlete communities.
Creating team-building events that can be taught at the local businesses in American Fork
to raise awareness and get people involved in fitness.
Creating a new website specifically for VSP Utah that clearly states prices, events,
class times, and news happening specifically at the American Fork location.
Using media relations and advertising to promote the new location and reach postnatal
mothers and the corporate world especially.
1
Background & Research
SWOT Analysis
This analysis is based on the overall findings of our detailed primary and secondary research of
the client, external environment, industry, service, communication environment, compatition, and
resources. This should give the client a clear, overall view of our findings and how they relate to
the overall problem and goal of the campaign.
Note that strengths and weaknesses are based on internal factors and are therefore
relatively controllable, whereas threats and opportunities are more uncontrollable, external
factors.
Velocity Sports Performance (VSP) has a competitive advantage because of the unique services it
provides as well as the marketing perception already established in the business chains. VSP has a
strong customer base with student and professional athletes. This strong customer base comes
from its credibility in training; reviews from customers are consistently high for getting results in
customers’ sports performance. VSP has a marketing competitive advantage by targeting the
athletic public. With many endorsements from athletes, as well as sponsorship from athletic brands
such as Under Armour and Gatorade, the marketing perception for VSP is in a good state.
The services at VSP have both a customer service as well as a price advantage compared to other
personal training organizations. Customers get individual attention in which they can establish
goals and get customized workouts, but they don’t have to agree to the same amount and
contracted time as regular personal trainers. Customers see the results and they share it.
Another advantage to VSP involves the new location choice. VSP has a location that is more
accessible and easier to find. It is no longer within a factory and stands out as its own entity in a
new building. Perhaps in opening the new location, the customer experience felt in Lehi needs to be
communicated in the new marketing to American Fork.
With the advantages of Velocity Sports Performance come obstacles which also need
recognition. One of VSP’s challenges involves going beyond its student-athlete base of
consumers and tapping into a market of adult gym-goers.
Some of the basic services which provide conveniences to adult consumers are not present.
Because VSP currently lacks necessary services such as changing rooms, showers and child care,
working adults perhaps might be less inclined to sign up for VSP’s services as a result.
Adults in American Fork may not be familiar with Velocity Sports Performance, and if they are
they might perceive that the services fulfill only the needs of athletes. An adult audience may think
that they don’t need personal consultations or training and gravitate towards a gym with rates that
are cheap and subsequently of lower quality.
Another issue involves the convenience of hours; one Yelp.com review from a consumer expressed
frustration with the class schedule being either too early in the day or too late. Perhaps the audience
needs to see that they will pay for higher quality services and for results in order for them to find
value in joining VSP.
The primary threats to Velocity Sports Performance come from the weaknesses: VSP’s
competitors, primarily the nearby Gold’s Gym, have negotiated deals with businesses to give
customers a price advantage that might be too appealing to encourage them to change facilities to
VSP. It will require a strong incentive, whether it’s a perception of quality, or an appealing price, to
convince this market to change.
The threats that hinder Velocity Sports Performance’s growth also represent a chance to make
changes. In addition to confronting the issues, there also lie opportunities for the organization to
succeed.
While the market may be difficult to sway consumers from their current gym memberships, they
might also be easy to sway if they are unhappy with their current services. VSP has the
opportunity to get a customer base that might be seeking out more personal attention in their
workout regime but for a cheaper price.
VSP also has the opportunity to strengthen its brand in the new facility. By not being in another
business, it can stand out and have the customers better grasp its organization and its goals. It
also has opportunities with its hours and services to fulfill the needs and wants of the adult
consumer base.
BACKGROUND
& RESEARCH
Strengths:
Weaknesses:
BACKGROUND
& RESEARCH
Threats:
Opportunities:
3
Core Problem
Because Velocity Sports Performance has moved to a new location, they will be competing in
a more saturated market and must expand their clientele in order to be successful.
BACKGROUND
& RESEARCH
Goal
Establish permanent (non-seasonal) clientele in Utah County that will give Velocity
Sports Performance the consistent revenue they need to compete in a saturated market.
Objectives
By September 2013, increase adult day-class enrollment to 25 percent of total enrollment.
By July 2013, host 3 percent of employees in the surrounding corporate community at
the facility.
By September 2013, increase percentage of postnatal women enrolled in adult
fitness classes to 10 percent overall.
By June 2013, increase awareness of new facility and services in Utah County area to
30 percent of local residents.
Campaign Theme
No matter your fitness goals, Velocity Sports Performance will help you get there.
4
Communication Methods
We have recommended the following communication methods for the specific publics included.
We believe that if executed properly, these strategies and tactics will provide VSP with the best
possible chance of communicating these specific messages to the key pulbics. VSP will need to
reach these publics with appropriate messaging as accurately as possible in order to obtain their
goal of establishing the permanent, non-seasonal clientele needed to better compete in this new area
and market.
COMMUNICATION
METHODS
6
Utah County Running Community:
The national racing community is a group that continues to grow. According to a runningusa.org
survey, the amount of people who participate in half-marathons grows by 10 percent or more each
year. Since 1991, the amount of people who register for races has increased by 170 percent. The
amount of runners has practically tripled in the last twenty yearsand caused what Running USA
calls the “Second Running Boom.” Most runners range between ages 25-45. The majority is
women who run 5k, 10k and half marathons, and men are the majority who run full marathons.
COMMUNICATION
METHODS
Utah is a popular place for runners to go out and get going. Utah County, in particular, hosts some
of the largest races in the state. There are approximately four to five races hosted in Utah every
month, and the majority happen in close proximity to American Fork.
Runners are concerned with taking care of themselves so they can also take care of their
families. They are concerned with their long-term health and living a high-quality, healthy life.
They are interested in taking care of their bodies and in preventing future injuries and physical
problems. Runners are also concerned about their mental health and usually run to relieve their
stress and forget their worries. The running community is also concerned with other runners
who want to accomplish their fitness goals and want to encourage those who are passionately
interested in finishing a race.
Primary Message:
Need help reaching your running goals? VSP can help you get there.”
Secondary Message:
VSP will benefit your running abilities by giving you a coach who will help you stay
sharp whether it’s race season or not by creating a cross-training program and giving
you individual fitness coaching.
6
Strategies & Tactics
Strategy 1:
Get the running community to sign up for VSP through Utah County media outlets.
Tactics:
Pitch a story about cross-training to Utah County Runners Magazine.
Contact owner of UtahRunners.com and discuss how to join the business team.
Pitch story about running community in Utah and what they do off-season (cross-train at
places like VSP) to Utah County magazines, such as Utah Valley magazine, Run Utah
magazine, wasatchrunner.com, and radio stations such as 106.5 KAAZ-FM classic rock,
1480 AM Spanish Fork talk radio, 94.9 FM active rock station, and 91.7 Orem
alternative station.
COMMUNICATION
METHODS
Strategy 2:
Get the running community to sign up for VSP by promoting with running business affiliates.
Tactics:
Contact running businesses to discuss becoming fitness marketing affiliates (i.e.
co-host events together, put flyers in each others’ venues, etc.)
Deliver flyers of VSP to put in affiliate stores such as 26.2, Scheels, Runners Corner, etc.
Strategy 3:
Get the running community to sign up for VSP by establishing a race training program.
Tactics:
Find schedule of upcoming races and create adjacent VSP team schedules to offer
to runners who are interested in that race.
Work with trainer to make effective training plan for upcoming races.
Establish training schedule for runners.
Promote in store.
Promote with business affiliates.
Promote with running publications and websites such as utahrunners.com, the specific
race’s website, Utah Running magazine, and Utah Valley magazine.
7
Post-Natal Mothers:
If there’s one thing we know about Utah, it’s that it has lot of babies. Utah has one of the highest
birth rates in the nation, with more than 51,000 infants born this past year alone. Utah also has one
of the highest percentages of children under the age of five, at 9.3 percent, compared to the
nation’s overall 6.5 percent.
All these statistics mean one thing—there are a lot of postnatal mothers in Utah. And whether
it’s their first or fifth child, one thing that most of these mothers have in common is that they
desperately want to get their pre-baby body back.
COMMUNICATION
METHODS
Young mothers in Utah typically have to operate on a middle- to lower-income level. The
American Fork area in particular is heavily middle-class, with an average income of $70,050. The
area is also growing rapidly, with a 20 percent increase in population since 2000. According to the
focus groups, when mothers are considering joining a gym or fitness club, month-to-month
contracts are usually the best option for them.
The main self-interest for this group is taking care of their children. Getting back in shape is a huge
interest for them as well, but if it interferes with them to be able to look after their baby, then that
goal falls by the wayside. Another self-interest for postnatal mom is comparing favorably with
other women, so taking classes with their peers could be another way to cater to this interest.
The most influential group for postnatal mothers is other mothers. Mothers like to get in groups to
exercise, form playgroups and socialize. Young mothers constantly compare themselves to other
young mothers and can be influenced by their peers. Another main influencer is their family
(particularly their mother and sisters), who help inform their decisions on a lot of issues.
Word-of-mouth is the most important factor when making purchases or deciding which gym to
join, since they don’t have a ton of time to do a lot of research on their own.
Primary Message:
Being active gives you more energy to be more productive in everyday life. Get there
with Velocity Sports Performance.
Secondary Messages:
Hire a personal trainer to motivate you to get your body back. Classes also offered
during the day. Work out with friends!
Studies show that being more active gives you more energy, makes you more productive
in your everyday life, and is the best antidote to postnatal depression.
Our training programs and classes cater to your schedule and your own recovery
timetable.
8
Strategies & Tactics
Strategy 1:
Get postnatal mothers to sign up for VSP through Utah media outlets.
Tactics:
Advertise/pitch to magazines such as Utah Valley magazine, Utah Health Magazine,
and Utah Women’s Magazine.
Pitch story to high-profile mommy bloggers in Utah, such as Utah Mom’s Life, The
Daybook, and Utah Mom Blog. Offer discounts for first session. This link provides a
good list of other high-profile mommy bloggers:
http://www.deseretnews.com/top/677/0/Utahs-women-bloggers-are-top-in-the-nation.htm
l
COMMUNICATION
METHODS
Pitch story to the Utah morning talk shows in each major network about importance of
postnatal exercise. Have a VSP trainer come in and demonstrate a mini-routine.
Strategy 2:
Get postnatal mothers to sign up for VSP by partnerships with daycare facilities and other
corporations.
Tactics:
Partner with Tammy’s Tots and other nearby daycare facilities, such as KinderCare and
A to Z Building Blocks, to allow mothers to drop their children off for classes. Perhaps
offer the workers at the daycare free or discounted classes. OR
Maybe the elementary school next door can help out as well by offering free
childcare services. OR
Invest in own daycare facility and hire part-time childcare professionals.
Strategy 3:
Get postnatal mothers to attend VSP’s day classes through grassroots efforts.
Tactics:
Promote at women’s associations in the area.
Flyers and phone calls at each major daycare center/elementary school in the area.
Offer discounts for first session.
9
Triathlon Community:
Triathlons are the fastest growing sport in the state of Utah and nationwide participation is growing
between 20-40 percent each year. A study released in 2011 by Sporting Goods Manufacturing
Association estimated that around 2.3 million individuals participated in at least one triathlon in the
United States in 2010.
Triathletes are often working professionals looking to achieve and maintain a certain level of
health in order to consistently compete in triathlons. Triathletes train and compete for a variety of
logical health reasons, including maintaining blood pressure, reducing stress, and feeling good.
COMMUNICATION
METHODS
However, many triathletes have emotional reasons behind competing as well. Many have a
strong will and competitive desire to prove their abilities. They are competitive in other areas of
their life and want to prove their worth to their family, in their career and to their friends.
Competing and training for triathlons is an effective way for them to stay in shape and keep that
competitive edge.
Training partners, peers and family are all valuable influentials to a triathlete’s success. Triathlon
veterans and experts also have an influence on the direction and training of individuals. As
mentioned earlier, triathletes are very motivated and strong-willed, but they are influenced by those
that care about their success and have similar goals and experiences. These could be co-workers,
athletic friends or even neighbors. Getting one of these athletes to use VSP’s facility could quickly
lead to more athletes there.
Primary Message:
Swimming, biking, and running are just obstacles in the way of you achieving
the impossible. VSP can help you get there and find the ultimate feeling of
success.
Secondary Messages:
The average person burns nearly 500 calories swimming one mile.
A 15 minute bike ride, five times a week, burns off 11 pounds of fat a year.
Women who cycle frequently reduce their risk of breast cancer by 34 percent.
Studies have shown that when you take care of your health you perform your career
duties better and provide better results.
Daily exercise can improve your memory and learning capability by 15 to 20 percent.
Cross training for multiple sports improves overall fitness and reduces injury by
20 percent.
10
Strategies & Tactics
Strategy 1:
To motivate business professionals in Utah County to use VSP as their training facility in
preparation for triathlons and other competitive events through mass communication and
interpersonal communication.
Tactics:
Sponsor and plan a Business Park Triathlon event.
Radio ads played during rush hour traffic advertising VSP and the planned triathlon.
Contact surrounding companies Human Resource department and offer VSP’s facility
for fitness and recreational use.
COMMUNICATION
METHODS
Email from company HR representatives supporting VSP’s services.
Share motivational triathlete stories with potential participants via social media and
company newsletters.
Strategy 2t:
To motivate triathletes to train at VSP through their influentials and personal contact.
Tactics:
Distribute flyers at triathlon clubs in surrounding areas.
Offer training consultations at VSP to improve their performance via company email lists.
Reach out to USA Triathlon and work with them to email members in Utah about
VSP’s facility, training program and benefits.
11
Business & Corporate Community:
Many businesses and corporations offer free or discounted fitness passes to their employees as an
incentive to promote healthy living. This is a benefit to business owners and executives because
physical activity has been proven to increase the happiness and productivity of employees. This is
also a great option for employees of said businesses to obtain fitness passes at a much lower rate
than they would get commercially. However, the benefits of a discounted fitness pass are limited
to those who will actually use it.
COMMUNICATION
METHODS
According to our research, there are many people in the surrounding community who are
interested in becoming physically fit and recognize the need to become more physically active.
However, many feel that they don’t have enough time or motivation to do so. These are they who
are less likely to take advantage of discounted fitness passes. As such, VSP needs to help find a
way to meet both the business’ desire for healthy, productive employees, and the individual’s
desire to find the necessary motivation to take advantage of these opportunities.
This public is very interested in their career. Whether they are working part-time to get through
school or full-time trying to move up in the company, they all are concerned about their future
careers and as such, strive to perform to the best of their ability.
Employees in this public care about their physical well-being but are likely not motivated enough
by the thought of being physically fit to attend a fitness program on a regular basis. Those who
are have had personal experiences that have triggered the motivation to make time for physical
activity on a regular basis.
Employers in this category, as briefly mentioned earlier, ultimately want their business to thrive
and be very successful. They have families to provide for as well and want to make sure their
employees are performing to the best of their abilities. They understand that their employees’ well
being and happiness depends greatly on their physical state of health and encourage employees to
stay physically active by offering discount fitness passes to facilities like Gold’s Gym.
Primary Message:
Your business depends on its employees to take it to the top. Velocity Sports
Performance can help you and your employees get there.
Secondary Messages:
A high performance team will typically increase productivity by 30 percent within
12-18 months.
Currently, 80 percent of companies with more than 100 employees use some types of teams.
Ninety percent of all US employees work part of their day in a team.
Teams will provide a 34 percent higher return on assets.
Teams will provide a 26 percent higher return on investment.
A team-based organization will use 34 percent fewer labor hours to accomplish the same work.
A team-based organization will experience fewer turnovers and more employee engagement.
12
Strategies & Tactics
Strategy 1:
Get corporate employees in the American Fork area to sign up for VSP classes on a regular basis
by establishing a “team-building” sports program.
Tactics:
Contact managers of local businesses asking for participation in “beta testing” or trial runs.
Create digital and printed content with statistics showing the professional benefits
of physical health.
COMMUNICATION
METHODS
13
Calendar
COMMUNICATION
Budget
COMMUNICATION
15
Appendixes
Evaluation Criteria
By September 2013, increase adult day-class enrollment to 25 percent of total enrollment.
Measured every week through enrollment numbers and compared to original numbers.
By July 2013, host 3 percent of employees in the surrounding corporate community at
the facility.
Measured through number of training sessions scheduled and compared to total
percentage of surrounding business and corporate community.
By September 2013, increase percentage of postnatal women enrolled in adult fitness classes
to 10 percent overall.
Measured by total number of post-natal women (within two years of giving birth)
enrolled in adult fitness classes.
By June 2013, increase awareness of new facility and services in Utah County area to 30
percent of local residents.
Measured through monthly community surveys.
APPENDIXES
Photo with Cut Line
APPENDIXES
Velocity Sports Performance gym, with different stations for class routines
Radio Script
SFX: (Music: “Eye of the Tiger” or “A-Team” theme esque after getting copyright approval. Insert
voices in the background, “We want to give you a raise,” “Dad, I love you, will you help me with my
homework?” “Nice job on that presentation today,” and “Thank you honey for taking out the trash.”)
WHEN YOU TAKE CARE OF YOURSELF, YOU TAKE CARE OF EVERYTHING ELSE IN
LIFE. VELOCITY SPORTS PERFORMANCE WILL HELP YOU GET THERE. JOIN US IN
AMERICAN FORK TODAY AND SEE HOW WE CAN GIVE YOU CUSTOM FITNESS
COACHING WITHOUT THE PRICE OF A PERSONAL TRAINER. YOU’RE A
PROFESSIONAL, AND WITH VELOCITY SPORTS PERFORMANCE, YOU CAN TRAIN LIKE
A PRO. VISIT VSPUTAH – DOT – COM.
17
Pitch Letter
To: Barbara Christiansen, Daily Herald
Subject: New Triathlon in American Fork
Hi Ms. Christiansen,
I am writing because I saw your article about American Fork’s weight loss program and I thought
you might be interested to know about the newest triathlon event in American Fork that will be
hosted by Velocity Sports Performance.
To promote its move to American Fork, Velocity Sports Performance (VSP) will be hosting a triathlon
in American Fork in August.
The “Get There” Triathlon will take place on _____ at _______. Anyone is eligible to join, and VSP
is hoping to get both triathletes and corporate workers in Utah Valley who are looking for a little
extra incentive to get into better shape to participate.
“Hiring a personal trainer is one of the best ways to prepare for a triathlon,” said Aaron Singh,
Director at Velocity Sports Performance. “We hope our triathlon can provide a new opportunity to get
people training and better able to reach their fitness goals.”
Velocity Sports Performance is a sports and fitness training company that focuses on enhancing
functional movement. They offer both personal and group training sessions that are sure to get any
aspiring triathlete ready for the big event.
APPENDIXES
Month-to-month contracts are available for as low as $65.
Please visit vsputah.com/triathlon or contact Aaron Singh for more information.
Thank you,
Chelsey Saatkamp
18
News Release
Velocity Sports Performance moving to American Fork
AMERICAN FORK, Utah—April 2, 2013--Velocity Sports Performance, a leading cross-training
facility in Utah, is moving its home base from Lehi to American Fork in order to expand its venue and
offer additional services.
Velocity Sports Performance (VSP) will open its new American Fork location on May ___, 2013. The
larger venue is located at the old Wal-Mart building off 500 East and will offer more services than its
old location.
According to VSP executives, the 20,000 square foot location will include a track, an indoor practice
field and professional equipment, as well as showers and locker rooms in order to provide its customers
with a convenient one-stop-shop for their fitness training needs.
“There are many reasons behind our move to American Fork. It offered us a chance to expand our
services in a bigger venue and partner with Aristotle Academy to teach their P.E. program,” said
Aaron Singh, Director of Velocity Sports Performance. “We hope our current clients from our Lehi
facility will be impressed with the upgrades we made here in American Fork and that the new
community will embrace us as well.”
APPENDIXES
Due to the move, VSP will continue its high-quality services of sports performance and fitness training
while also expanding into other services. One of these includes teaching physical education classes at
the neighboring elementary school, Aristotle Academy, as well as adding classes for stay-at-home
mothers and corporate workers.
“Anyone can reach their personal fitness goals with VSP, either through a personal trainer or through a
group training class,” Singh said. “Although athletic training is our specialty, even non-athletes can
benefit from our program if they need motivation to push themselves further than they otherwise might at
a traditional gym.”
Hiring a personal trainer at VSP is cheaper than hiring one at most competitive gyms and fitness centers.
Month-to-month contracts start as low as $65 a month.
Quote from current customer about how awesome VSP is in helping them reach their fitness goals.
Learn more about Velocity Sports Performance at www.vsputah.com.
###
About Velocity Sports Performance
Velocity Sports Performance is a sports performance and fitness training company that focuses on fast
paced high energy workouts for total body conditioning. Velocity Sports Performance was first founded
in 1998 by internationally-recognized coach Loren Seagrave. VSP was based on a program he
developed to train student athletes to develop their speed, power, balance, movement and agility.
Initially developed to help student athletes, the program branched out to include athletes from all ages
and skill levels in 38 locations across North America.
Contact:
Damian Garbero
Community Relations Manager
(801) 407-8224
damian.garbero@velocitysp.com
19
Video News Release (Storyboard)
APPENDIXES
20
Website
APPENDIXES
21
Feature Story
“Post-natal Fitness: setting good goals and
having healthy expectations”
Nine months, nine weeks, nine hours. Women’s bodies go
through so many adjustments as we count down the time until
the big day and gauge how our bodies change throughout. But
what happens the nine hours, nine weeks, and nine months
after the baby enters our lives?
Motherhood can be overwhelming for the newly initiated, and
many might find it tempting to simply neglect their bodies to
“Like our programs we use at Velocity Sports Performance,
it’s important to diversify your workout. The main
difference as a new mother is that you’re going to have to
do your routines more mildly. We have a program at our site
in American Fork that focuses on helping mothers reach
their goals as well as accommodating to their new bodies.”
Here, Singh gives tips on what workouts are great for
post-natal mommas and what to shirk:
Workouts to Adore
take care of their little ones. But with the right tools and correct
coaching, post-natal mothers can take control of their bodies
Planks. These will help strengthen your back and core. “It’s
better to do planks as a new mom instead of traditional
and feel on-top of their new lives.
Your Post Natal Body – How It Works
crunches or intense twists,” Singh said. Women often
experience a separation of their rectus abdominals after
Lisa Devey, a mother of twin babies in American Fork, shares
with us what to expect in the process of healing from labor.
pregnancy, so doing crunches and twisting exercises can
prevent your body from repairing itself.
Low-Impact Cardio. Once your body has healed a couple
“It’s quite a transition,” she said. “But I found that it takes
about six months to a year before your body is completely
back to normal. You spend almost a year being pregnant so
naturally it takes about the same amount of time to revert
Here’s what you can expect on your first day, your first week,
back!”
first month, and first year:
weeks after labor, the bleeding stops, and the doctor gives you
the ok, walking, swimming (unless you had a cesarean, don’t
do it!), and modified yoga are excellent options.
Kegel Routines. Strengthening down under will make you
more comfortable. Be sure to keep doing this either as your
workout or in addition to other things you might be trying.
First Day: You just had a baby, for goodness sake, rest!
There’s a few shocking things you should brace yourself for
after the labor is over. Many women still keep the round belly
after labor, your body will go down once it eliminates the extra
Stretches. The idea is to start gently and ease back into a
normal routine. Some days stretching might be enough. If that
be the case, then just do it.
tissues and the uterus returns to its normal size. Another
expectation a women might need to prepare for is stomach,
uterus, and back pain after labor. This too will eventually go
Workouts to Avoid
away. But it’s best to remember that your body is healing from
labor, this isn’t a permanent state, so don’t be too hard on your
First
gentle,
but there
areright
some
things
body week:
at thisBe
time,
and don’t
jump
back
intoyou
yourcan
olddo to
ease
the
pain.
Start
doing
pelvic
floor
exercises
immediately,
it
routine.
working up to your pace. “You don’t want to damage your
healing body by putting too much pressure on it,” Singh said.
“Start with walking if you need to get moving.”
Anything that Causes Pain. If you start bleeding again or it
gets heavier, stop. If your back keeps hurting, take a few steps
will relieve the pain, reduce urinal accidents, and help your
lower lady parts heal faster by creating more circulation. You
might not feel any sensation for the first few days, but keep
First
The baby-blues tends to strike at this period.
doingmonth:
it.
Combat it with mild physical activity. The pros seem to all
agree on a good, safe workout for post-natal mommas:
walking. So get the stroller out and soak up some vitamin D, it
will help with the post-partum depression and benefit your
physical well-being. Be sure to continue focusing on
strengthening your pelvic muscles; in addition focus on
strengthening your back, your glutes, and your deep core
muscles. What’s key is that you’re doing what makes you feel
First year:
Perhaps
only you
takesshould
six months,
perhaps
takesin
better,
not what
youitthink
be doing
to getitback
longer. Whatever it may be, go at what pace is comfortable
shape.
for you. By this point your body should feel ready to do so
much more! Keep strengthening the central parts of your
body, but start mixing up your routine!
THE RIGHT REGIME:
APPENDIXES
High-impact cardio. For those who love to train for races, or
play sports like tennis, start out slow. As said before, it’s about
back and work on basic back exercises until your strength
comes
back.Mentality
The Right
You want to take care of your baby and make sure she or he
is healthy, so why don’t you treat yourself the same? Don’t
beat yourself up or injure yourself thinking that the weight
needs to go, instead focus on being healthy every day and
taking baby steps.
“Like any fitness program, it’s about setting your goals and
reaching them,” Singh said. “Sometimes you’ll have
roadblocks or things your body can’t do, but with patience,
persistence, and dedication to a customized program, you can
get there.”
Lisa
Devey said to be patient with health, fitness, or weight
loss goals as a new mom.
“You just got to remember it takes time,” Devey said. “But
when you take care of yourself, you’re becoming a better
mother for your children.”
Aaron Singh, a fitness trainer at Velocity Sports
Performance, gives the 4-1-1 on what kind of training will
help you reach the goals you hope to obtain.
22
Powerpoint
APPENDIXES
23
Letter to the Editor
Dear Editor,
The American Fork location of Velocity Sports Performance is the only world-class training facility of
its kind in Utah. It recently moved to a new location in Utah County to better serves its athletes with
better equipment and exercises.
Since 1999 Velocity Sports Performance has been helping athletes of all ages reach world-class
potential nationwide.
Our program has helped thousands of every day people reach his or her ultimate potential and optimal
performance. We custom design our programs to help you individually achieve your desired goals
quickly.
Nationwide Velocity Sports Performance alumni include all-pro tight end Aaron Hernandez and Olympic
skier and former college football athlete Jeremy Bloom.
This is the place for the most affordable place to receive world class training to help you achieve your
top potential and get there.
Sincerely,
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Andrew Devey
Velocity Sports Performance
Public Relations Representative
24
Media Kit
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25
Event Description & Planning Outline
Triathlon & 5K/10K
The purpose of the special event is to give new clients a competitive event to work towards for their
fitness goals and garner community interest in Velocity Sports Performance through the media. The idea
for this event is to have participants take part in a sprint triathlon consisting of 750 meters swimming, 12
miles biking, and a 5K run.
The event is designed to being at one of the local area pool in American Fork, Lehi, Pleasant Grove, or
Lindon. After swimming those competing will bike throughout the valley to a designated spot and then
finish the triathlon running throughout the surrounding business park ending with a finish line at
Velocity Sports Performance.
Also, a 5K/10K course is mapped having starting and finishing lines at Velocity Sports Performance.
This event can be easily modified determining on the number of participants and interest it garners.
Planning Outline and Calendar
Event Date: August 3
Swimming facilities reserved and final course mapped: July 13
APPENDIXES
City officials and authorities notified and informed about the race: July 13
Permits obtained: July 13
Media notified: July 20, followed up: July 31
Triathlon participant sign up deadline: July 20, 5K/10K: Day of race.
Participation fee: Triathlon - $30, 5K/10K - $20
Finish line banners obtained: July 27
Course mapped: Aug 2
30 volunteers scheduled confirmed: July 27
Participating T-shirts designed: July 1, order placed: July 6
Medical staff and trainers scheduled: July 27
26
List of Opinion Leaders
The Utah County Running Community
Their peers, friends – The most influential people are those that are similar to them. Many of these
people will be workout and running buddies to our key public. These influentials will be key to help
motivate and keep working out regularly. They will be secured by offering one free workout pass for a
friend.
Family – They are a strong support to their currently fitness activities and will encourage them to
continue their healthy lifestyle. They will be secured by sharing stories how families benefit from
working out.
Fitness icons – Physically fit women and bloggers like the Fitnessista and others can influence runners
with newly designed workouts to achieve results. They will be secured by pitching workout story ideas
to influence readers and our key public.
Postnatal mothers (up to 2 years)
Husband – They will help motivate and encourage their wife to workout regularly and attend classes.
They may also be able to help with taking care of the children so that mommy can work out. They will
be secured by the promise that their wife will get back into pre-baby shape faster with VSP’s help.
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Friends – Having friends that are in the same stage of life that will be a work out partner with is a
strong support for postnatal mothers. They will be secured by offering one free workout pass for a
friend.
Women who have recovered the same fitness level after having a baby – These women may be famous
or not, but telling their story of how they recovered their body will be a motivator for postnatal
mothers. They will be secured by pitch them to share their stories with their clients.
Triathletes
Family – They are their strongest support system for motivation and competing in these events. They
will be secured by sharing individual stories of success give credit to the persons support team as well.
Trainers – They are the people putting our key public through they workout. The have the knowledge
and knows what it takes to reach their desired goals. They will be secured by offering incentives if their
clients perform well in events and races.
Business and Corporate Community
Co-workers – Create a friendly competition designed to motivate working out and seeing quick results.
They will be secured by having incentives to those showing the best results.
Human Resource department – Partner with the company to give discounts or host events at VSP
facilities and offer rewards for practicing healthy fitness habits. They will be secured by making
and keeping commitments and contracts with the company.
Family – They are a strong support and motivation for them to stay physically fit and healthy. They will
be secured by sharing stories of family success.
Friends – Having friends and peers take interest and join you in your fitness activity will encourage
these healthy habits regularly. They will be secured by offering one free workout pass for a friend.
27
Fact Sheet
Damian Garbero
Community Relations Manager
(801) 407-8224
damian.garbero@velocitysp.com
Velocity Sports Performance’s American Fork facility helps athletes train for upcoming races in Utah.
PROGRAM FACT SHEET
What is Velocity Sports Performance?
Velocity Sports Performance (VSP) is a unique personal fitness training facility that offers affordable,
flexible personal training programs for athletes in every sport. By catering each class to the
individuals attending, VSP is able to accomplish results at a faster and more affordable rate for
athletes.
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Why do they do what they do?
VSP wants to help athletes of all ages achieve their fitness goals. Whatever those goals may be, VSP
can help you get there. Whether you want to finish your first 5K, run your first marathon, or place in
your first triathlon event, VSP can help you achieve your goals and prepare for those upcoming
opportunities.
What are the benefits of training with VSP?
Each fitness class at VSP is uniquely designed to the needs of each individual attending. Certified
trainers focus on pushing individuals based on their own capacity and helping them achieve their
personalized fitness goals. Training courses are designed to push individuals to their limits without
threat of injury.
How does VSP help athletes accomplish their goals?
Along with offering affordable individualized programs, VSP offers unique training classes for those
training for a specific event. We keep a constant record of upcoming Utah races and triathlon events
and plan courses around building teams and training individuals for those specific races.
How can I get involved?
To sign up for your first personalized fitness training course, or to find out more about upcoming
events and classes, visit www.vsputah.com. Meeting your goals is important, and no matter what they
are VSP can help you get there.
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Flyer
APPENDIXES
29
Newsletter
APPENDIXES
30
Team Building Event Outline
EVENT OUTLINE
VSP TEAM BUILDING WORKSHOP
Company: XYZ Company
Date: X/X/2013
Event Time: 2:00 p.m.
Number of guests expected: 20
Purpose of event: Beta Team Building Workshop
Contact person: john.smith@xyzcompany.com
APPENDIXES
2:00 p.m.
site]
2:15 p.m.
[Arrival to
2:20 p.m.
groups
2:25 p.m.
Break into
2:30 p.m.
course
2:45 p.m.
Begin
Explanation of course and purpose
Group development (determining roles)
End course
Regroup to reflect and review findings
3:00 p.m.
concludes]
[Event
*Follow up with contact person within one week of workshop conclusion to discuss results and
feelings, interpret workplace improvements, if any, and discuss business partnering opportunity.
31
Billboard
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32
LinkedIn Page
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33
YouTube Story Board
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34
Facebook Page
APPENDIXES
35