The L.E.A.D.
Blair Priest, Ronnie Shaban, Kelly Kaiser, Akash Singh, Robbie Sell
April 24, 2012
1
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Background………………………………………………………………………..3
Situation Analysis………………………………………………………………..4
 SWOT Analysis
 Competitor Analysis
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Advertising Objectives.................................................................10
Target Market……………………………………………………………………11
Advertising Creative…………………………………………………………..14
 Research
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Print Advertisements………………………………………………………….22
 College Newspapers
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Local Events……………………………………………………………………..24
WUVT Radio…………………………………………………………………….26
 Radio Script
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Social Media Recommendations………………………………………….28
Content Calendar and Budget……………………………………………..32
Additional Advertising Options……………………………………………34
Appendix…………………………………………………………………………36
2
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Opened in mid-April

Offers day passes as
well as monthly and
annual memberships

Lessons and intro class
available

Yoga classes
3
 Crimper’s Climbing Gym is the new rock climbing
gym in Christiansburg opening in April. It will
offer day passes and memberships as well as
instructional classes.
 The company has no current advertising
campaign since they are opening this spring.
▪ They do have a website that was recently launched
and a Facebook page (that is in need of
improvement)
4
 They want to use their logo, a crimper’s hand, to create
brand recognition
 They are entering a favorable market considering that
there is no competition and that there is always a
demand from students for fun activities in the area.
▪ But, this activity would be a discretionary use of funds, which are
currently low for most consumers due to the recession
 Consumers include college students and residents of
the New River Valley
▪ VT Climbing Club
▪ Experienced and inexperienced climbers
5
Strengths
- Location
- Appeal to all levels
- Unique/new activity
for the area
Weaknesses
- Awareness
- College kids, primary
audience, are only here 8
months
Opportunities
- Social media
- Partnership (VT climbing
Club and outdoor shops)
Threats
- Economy
- Seasonality
- Competitors
6
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Competitors: Rise Up Climbing of Lynchburg & Wytheville Rec Center
Location: Opportunity to capture Roanoke, Blacksburg, & Christiansburg
markets

Rise Up climbing gym
▪
▪
▪

Wytheville Recreation Climbing Wall
▪
▪
▪

Geared towards all levels of climbers
One hour from Roanoke
Two hours from Blacksburg
Geared towards novice climbers and event hosting
One hour from Blacksburg
An hour and a half from Roanoke
Pricing: More expensive daily charge but shorter commute

Rise Up (All rates are for one adult)
▪
▪
▪

$13.00: One time visit
$110.00: 10 Visit pass
Year membership: $495
Wytheville
▪
▪
$6.00 for one daily admission to entire facility, including rock wall.
$54.00 for 12 visits
7
Gym hours for open climbing
 Rise up
▪ M, W, F – 1:00 PM – 10:00 PM
▪ T, TR – 3:00 PM – 10:00 PM
▪ Sat, Sun – 1:00 PM – 7:00 PM
 Wytheville
▪ T, TR, F, Sat – 3:00 PM – 7:00 PM
▪ Sun – 5:00 PM – 7:00 PM
 Special Events
 Rise Up
▪ Monday College Night, Summer Camp, Free Yoga, 3 classes offered
 Wytheville
▪ Party Packages (Includes rock wall, swimming, gym time, and game
room), Rock wall rent out, belaying classes

8
Rise Up Climbing
 A more direct threat for Crimper’s Climbing because they are targeting
similar markets, from beginners to the serious climber. Crimper’s
advantage is the closer location to Roanoke , Blacksburg, and Radford.
Crimpers will have to imitate what Rise Up Climbing gym does well,
which is attract the area’s top climbing talent, as well as attracting new
customers. Rise Up Climbing gym offers a wide variety of classes,
training, and summer camps.
Wytheville
 The Wytheville recreation center seems to be for more casual climbing.
The recreation center will not be as big of a threat to Crimper’s. They
seek to provide a pleasant climbing experience for their members and do
not focus particularly on the serious climber. It seems like their climbing
wall is used for birthday parties and casual gatherings. Their hours are
shorter and their location is far from both Roanoke and Blacksburg.

Outdoor climbing will also be a competitor during specific
seasons
9
 Create awareness
 Seasonal advertising directed at students when they
return in the fall. Also, summer advertising to promote
local summer camps in the area
 They want to be seen as the “Center for Climbing in the
Area” and a “social outlet”
 Increase per-day check-ins
10
 People of all ages, especially college students because of
the large presence of college campuses in the area (VT,
Radford, Roanoke College)
▪ Also, residents of the New River Valley and Roanoke
▪ Families (specifically children’s parties)
 Appeal to returning students in the fall and to new
students at orientation
 Current climbers – promote buying annual and monthly
memberships
▪ Use their connection with the college climbing clubs to
increase memberships
 New climbers – market the day passes in order to increase
foot traffic in hopes that day users might become
members
11

Demographic
 Primary target audience
▪ 18-24 year olds, college students
 Secondary target audience
▪ Children and families; General public of NRV and
Roanoke

Psychographic
 Adventure seeking
 Outdoorsy
12
Establish Crimper’s as the new “it” activity in the area for all
age groups
 Desired mediums in which to advertise:
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Blacksburg Transit
Collegiate Times and Tartan (Radford newspaper)
College radio
YouTube channel, Pinterest, TweetDeck
Untraditional methods of advertising – sticker bomb
Print ads in outdoor shops
VT bucket list
Summer Kick Off Weekend
Theme Nights
Gobblerfest
Steppin’ Out
13
FPO
FPO
Image 2-Climb
Image 3-hand
Image 4-What’s
holding you back
What does the ad say
about the product?
Does it motivate you
to purchase?
Does it stand out from
the competition?
That climbing is a fun
activity to do while
getting exercise
Yes-motivates people
to be active
Yes
Climbing is a way to get Yes-it looks cool
out in the world so you
can explore
Yes
Climbing is a way to
conquer your fears
Yes-laid out well
Yes
Going to this gym will
help you achieve things
Yes-shows someone
achieving something
No
It is a place you want to Yes-represents
go if you enjoy climbing overcoming your
or have never tried
obstacles
before
Yes
Unique experience we
need to take advantage
of
Yes-fun challenge,
adventurous
atmosphere
Yes
It’s exciting and
challenging
Yes-visually appealing
Yes
Looks scary but fun
Yes-like the action
Yes
Sales
1st Ad
2nd Ad
3rd Ad
4th Ad
20
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Hours of operation
Classes offered
Location and contact information including
Facebook and Twitter icons
Slogans
 “Not your ordinary gym.”
 “What’s holding you back?”
 “Center for climbing in Southwest Virginia.”
 “Climbing our way to the top.”
21
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NRV Magazine
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1/8 page
$370 for 6 issues
Run during summer/winter break
Targeting moms/families
Blacksburg Transit
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Inside bus advertisement
$400/month
One ad per bus on all routes
September and January
22
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Collegiate Times
 $71.12/month for 7 months
 Sept-Nov and Jan-April

Tartan (Radford Newspaper)
 $400 Stickies
▪ Removable ad that is stuck to the front page – often used for
coupons
▪ September and January

Print ad
 $107.10/month
 November, February, April
23

Steppin’ Out
 Deadline to sign up – May 1
 August 3 & 4
 $150 for a booth

Gobblerfest
 Sept. 7 4-8 Drillfield
 Registration opens soon
 $100/ booth based on last year
24
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Friday – Sunday
Ideas for the days:
 Free beginner’s classes and tutorials (Friday)
 Sizzlin’ Saturday: Beat the Heat – free
popsicles/ice cream (Saturday)
 Free yoga with the price of admission (Sunday)
25
WUVT FM 90.7
$15.50/hour
7 p.m. – 12 a.m.
(highest traffic times)
 Played at the top and
bottom of every hour
 7 times/ month =
$108.50
 For 7 months = $759.50
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26
“Looking for an alternative and fun way to
exercise? Crimper’s Climbing Gym is now open
in Christiansburg offering a premiere rock
climbing facility for the New River Valley.
Offering membership and day passes at
affordable prices. Visit our website at
www.crimpersclimbing.com or follow us on
Facebook and Twitter. Crimper’s Climbing
Gym, climbing our way to the top.”
27

665 Likes on Facebook
 Great job of replying to posts

41 Followers on Twitter
 Only 6 Tweets
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Currently not using FourSquare
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No YouTube Channel
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Currently not using Pinterest
28
Offering
specials/coupons
to gauge social
media influence
 Utilize TweetDeck
to integrate your
social media
platforms

 Schedule tweets
and status updates
29
TweetDeck
Start
following – to
establish
relationships
with
followers
 Tweet more
frequently at least once
a day
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30
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FourSquare
 Allows customers to “check-in” at your gym
 Mayor, most frequent guest, gets a free pass

YouTube channel
 Climber of the month videos
 Tutorials – climbing techniques
 Tour of the gym

Pinterest
 Climber of the month
 Places we have climbed/want to climb
 Link all pictures back to your website
31
May-12
Jun-12
Register for Gobblerfest $100
Summer Kick Off Weekend
Register for Steppin' Out $150
Pool fliers
Jul-12
Pool fliers
Aug-12
Sep-12
Steppin' Out (Aug. 3-4)
Gobblerfest (Sept. 7)
Pool fliers
Tartan Stickies $400
Collegiate Times Ad $71.12
WUVT (Radio) $108.50
See Appendix for full content calendar.
Blacksburg Transit $400
VT Bucket List
32
Advertising Budget ($3,725.23)
10%
4%
3%
29%
Tartan $1,082.74
Collegiate Times $462.99
WUVT $759.50
Blacksburg Transit $800
22%
Gobblerfest $100
Steppin' Out $150
12%
NRV Magazine $370
20%
33
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Print ads in local outdoor stores
Fliers at local pools
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Shawnee Swim Club
Blacksburg Aquatic Center
Frog Pond
Christiansburg Aquatic Center
VT Bucket List
 Contact SAA in Fall 2012

The Big Event 2012 and 2013
34
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Sticker bomb
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Sidewalk chalk
 The crimp logo or “Crimper’s Climbing Gym”
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Car wrap
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