Village Yoga White Paper

DeVries, Dwivedi, Jimenez, McClellan 1
Village Yoga White Paper Deliverable

Section 1: Executive Summary
Marketing research is used to explore the strengths, weaknesses, and potentials, and explanations
behind the problems of a business. In the case of Village Yoga, marketing research sought to
explore why the business’s consumer base had dwindled and what actions could be taken to
increase its presence its new Lincoln Park location. The Managerial Decision Opportunity of
“How can Village Yoga persuade its consumers of a superior lifestyle?” was created after a Key
Informant Interview revealed the business’s strong identity and vision.
A Qualtrics survey was distributed via online channels to collect data exploring the attitudes of
current yoga students. Additionally, a focus group moderator guide was crafted to conduct focus
groups, or in this case, in-depth interviews, with current yoga students who do not have a
membership at Village Yoga.
72% of respondents indicated that they wished to gain a more spiritual yoga experience, which
was a key question to answer the Managerial Decision Opportunity, suggesting that Village
Yoga’s mission of creating a peaceful, serene place for students to practice is desired by their
consumer base, and also by the prospective yoga students who took part in the survey. When
asked why current consumers took part in their yoga practice, in 80% of cases, respondents
indicated that they practiced for reasons of meditation and spirituality, further supporting Village
Yoga’s vision. When exploring where the consumer base may have dwindled and why, 51% of
respondents suggested that a greater variety of yoga classes was needed for them to obtain a
membership.

Section 2: Background (RFI)
Village Yoga sought marketing research as a means to increase awareness and presence of their
new studio’s location, after observing a noticeable decline in class attendance. Based on a Key
Informant Interview with owner Alyson and yoga instructor Jill (see figs. 3a-d), it was concluded
that several factors may have contributed towards Village Yoga’s struggle to maintain an active
and consistent membership. Village Yoga’s mission is to communicate peace through yoga
practice coupled with exemplary customer service to create a comfortable and welcoming
atmosphere. Based on this clear vision, it was determined that the main focus of the research
should revolve around how the studio can best communicate this lifestyle. To accommodate this,
the following Managerial Decision Opportunity was formulated:
How can Village Yoga persuade its customers of a superior lifestyle?
In order to best answer this question, six supplemental research objectives were then constructed:
1. To research the number of people who attend yoga classes in the area.
2. To associate the number of health foods stores with the number of fitness retailers in the area.
3. To identify the most receptive clientele.
4. To find the most receptive form of advertising for the target market.
5. To identify areas with high interest in travel.
6. To identify strategies to enhance membership in a new demographic.
These objectives strongly resonate with the overarching theme of promoting the yogic lifestyle
offered by Village Yoga. Research Objectives #1 and #2 attempt to explore important
demographic information about the current clientele, which will aid in finding the most receptive
consumers suitable for Village Yoga. Similarly, Research Objective #3 focuses on finding the

best way to advertise to current and prospective members. Membership is enhanced through
customer loyalty. In the Key Informant Interview, it was discovered that there was an interest
among active members to participate in yoga retreats. These retreats would serve as a source of
revenue and build stronger relationships between the studio and participating members. Hence,
Research Objective #4 was formed. After observing a lack of innovative strategies to generate
new clients, Research Objective #5 sought to explore how Village Yoga, if necessary, could
tailor its services to the demands of their consumers through the adjustments, additions, or
omissions of classes and/or services.
From this information, the RFI was constructed, outlining for Village Yoga the Managerial
Decision Opportunity and supplemental Research Objectives, as well an outline of the
descriptive methods that could be used to obtain data and the findings the initial literature search
yielded, presented in the form of an Infographic (see fig. 4).
After a follow-up consultation with Jill, Research Objectives were refocused to better reflect the
Managerial Decision Opportunity. Research Objective #2 was omitted, after it was determined
that health foods stores and fitness retailers were not relevant to the main Managerial Decision
Opportunity. Further, this information was believed to be best be accessed using survey research.
However, the survey already contained several questions (33), and, hoping to minimize dropout
rates by keeping the survey short and engaging, the focus was kept on the other five objectives
and omitted Research Objective #2 from the survey. Believing that Research Objective #2 would
not lend itself well to to a focus group setting, and that the focus group guide could be better
utilized when focused on other objectives, it was omitted entirely. As such, the revised Research
Objectives read as follows:
1. To research the number of people who attend yoga classes in the area.
2. To identify the most receptive clientele.
3. To find the most receptive form of advertising for the target market.
4. To identify areas with high interest in travel.
5. To identify strategies to enhance membership in a new demographic.

This research is exploratory in nature, using questionnaires and depth interviews to gain current
and prospective consumer insights. Questionnaires, although distributed online and therefore
subject to sampling error such as non-responses, being displaced into spam folders, and with a
high likelihood of dropouts or reporting false information, are able to be distributed to large
groups of people, and are both cost-effective and easy to manage. Results can also be easily
analyzed and interpreted, yielding significant insights despite the setbacks of online distribution.

Section 3: Solution (RFP)
The research process began with a literature search of pre-existing secondary data that is easily
accessible online. A paper in the IBISWorld database was found which included the growing
trends of yoga in the fitness industry. According to this report, females between the ages of 18
and 54 are the predominant target demographic for yoga. 2013 US Census Data was also
consulted to find information on the income bracket of local residents in the Lincoln Park area to
determine if they had financial access to obtaining a yoga membership (see fig 6).
In order to collect tangible data for Village Yoga, an online survey was constructed and
distributed, as well as a focus group moderator guide, which was used in one-on-one depth
interviews with informants.
Focus Group Moderator Guide (see fig 5). The focus group moderator guide was constructed
with the intention of being used with yoga students who do not currently attend Village Yoga.
The guide consists of nine questions, organized in a “funnel” approach, meaning that the
interview opens with very broad questions which become more specific as it progresses. All
questions are deliberately written open-ended, so as to facilitate discussion and detailed answers
(beyond a simple “yes” or “no”) from the participants.
The first two questions, known as engagement questions, intend to introduce participants to the
interview and get them comfortable with the general topic. The guide opens with a very general
question of fitness, followed with a slightly more focused question of what is sought when the
interviewee goes “to their mat,” or chooses to practice yoga. The next six questions, known as
exploration questions, intend to get to the heart of the conversation, although still using the
funnelled approach. The guide opens this section with a broad “What comes to mind when you
think of yoga?” and ends with the very specific “What would Village Yoga have to do to for you
to get a membership?”

Focus group questions were written with the first three research objectives in mind, as well as the
Managerial Decision Opportunity. The broad questions help to see what it is that consumers seek
when practicing yoga, helping to determine if Village Yoga’s lifestyle is desirable to the
consumer. This guide is also a way to find out why these clients attend their own studios, and
what it is that Village Yoga may be lacking or failing to communicate to these consumers that is
causing them to have memberships elsewhere.
The moderator guide is also capable of being used in a depth interview setting, and was used for
one interview throughout the course of data collection and research. Depth interviews are
detailed interviews conducted with a key informant, such as a business owner or consumer, who
can be probed in a one-on-one setting for information. Depth interviews are powerful tools, as
they allow for one-on-one access with the interviewee, providing a chance to ask open-ended and
follow-up questions, as well as observing facial expressions and tone of voice when questions
are answered. Depth interviews also escape the risk of Groupthink and social loafing, which can
often be seen in focus groups, where multiple informants are present.
Qualtrics Survey (see fig. 1). The online survey was constructed using Qualtrics Survey
Software, and created with the original intention of being distributed to both current and
prospective Village Yoga students. The survey originally asked questions regarding all six of the
original research objectives. When the research objectives were adjusted, however, the main
focus of the survey was shifted to current Village Yoga students, why they choose to practice,
and what could be done to further their yoga experience. Demographic questions were asked, as
well as questions phrased in ways that made them still applicable to non-Village yoga students,
from which valuable information could still be obtained. Skip logic was built into the survey to
guide respondents in a logical fashion through the survey, and those who indicated that they had
never attended a class at Village Yoga were skipped over the remainder of the survey questions
once demographic questions and exploratory prospective questions (for example, “What would
make you consider getting a membership?”) were asked, as it was believed that these
respondents did not fit the target frame for the survey.

Most questions (20) were nominal in nature, with 2 ordinal questions and 10 interval questions
asked. The survey avoids leading and double barreled questions to attempt to minimize error, and
was pretested by two additional research teams. Additionally, a pretesting simulation was run
300 times to ensure that all skip logic was applied correctly.
A sampling frame, or group of respondents who would be ideal to distribute our survey and
focus group to, was constructed based on several factors which would give the most interesting
and helpful results upon analysis. The final frame is as follows:
1. Health and fitness enthusiasts
2. Yoga enthusiasts and/or students
3. People with financial access to afford a yoga membership
4. People located near Village Yoga or with a means to get there
Since the Qualtrics online survey was able to be distributed to Village Yoga students via an
email database, the surveyed population matches the sampling frame in at least points 1, 2, and 4.
Given the knowledge of median household income in the area surrounding Village Yoga based
on US Census data discovered during literature search, it is likely that the third condition was
met by this population as well.
Although it is believed that several respondents met the ideal sampling frame detailed above,
caution should be used, as this population is likely underrepresented. To maximize survey
participation and to obtain as many results as possible, each member of the research team shared
the link to the Village Yoga Qualtrics survey on their individual Facebook pages, (see fig. 8) thus
increasing the likelihood of college students, distant relatives and friends, and other individuals
outside of the sampling frame of participating in the survey. Although this data may have been
obtained, however, the inherent construction of the survey itself lends the data to high reliability,
given its composition of mainly nominal questions. Similarly, due to the aforementioned
sampling and the subsequent underrepresentation of the ideal sampling frame, it is likely that the
survey lacks external validity. However, due to its thorough application of skip logic to questions

in order to systematically remove respondents who did not fit the frame, the survey can largely
be considered to be internally valid.
To prevent ethical dilemmas from occurring, all questions were targeted towards the sampling
frame. In order to remove confirmation bias, a diverse set of questions, focused on the
managerial decision opportunity, were asked. The survey’s answers were emphasized as private
and participation was solely voluntary. The survey made clear that all participation could be
stopped at any time if the respondent no longer wanted to continue. Each section was introduced
with a topic to maintaining transparency. Transparency in the survey was also seen when the
purpose of the research was stated clearly. Personal information was asked for voluntarily and
details were provided as to what would result from this information. All participants were over
the age of 18 years old, therefore no consent was needed from a parent or legal guardian. An
honest projection of the data was ensured as the technical data details of the project, carried out
using SPSS and Qualtrics, were given and explained to the clients.
After data was collected, it was migrated from Qualtrics to SPSS, using a process of transferring
the data after closing the survey’s link from receiving and recording responses. Data was then
coded and “cleaned” in SPSS. (see fig 9) Specifically, question numbers were renamed with
appropriate titles for easy identification and values were assigned to questions which did not
have any so as to correctly code and sort data.
The research team believes that several of the survey questions yielded very significant results in
answering Village Yoga’s Managerial Decision Opportunity and Research Objectives. In terms
of answering the Managerial Decision Opportunity itself, the results of the question, “Do you
want to gain a more spiritual experience?” has significant weight.
Research Objective #1 focuses on determining the number of people in the studio’s area who
attend yoga classes. The best survey question that examines this objective is likely “Do you
currently have a membership to a yoga studio?” particularly when cross tabulations with other
questions are applied and examined, such as the age and gender of the respondent. This question
yields the most significant information, however, as it indicates how many respondents not only

have an interest in yoga, but have the motivation and financial means to have a membership.
Village Yoga initiated marketing research due to a lack of current student enrollment, thus
examining actual membership rates amongst respondents gives the most meaningful information
in answering this research objective.
Research Objective #2 seeks to identify Village Yoga’s most receptive clientele. The question
“Why do you participate in yoga?” best explored this objective, as it gave insight into why the
current client base participates. This question further answers the question in a significant
manner because it is asked after all skip logic questions have been passed, and thus only
respondents who have indicated that they have practiced yoga before, currently have a
membership, and have heard of Village Yoga provided answers for this question.
Research Objective #3 was focused on finding the most receptive form of advertising for
Village Yoga clientele. The best questions to examine this objective were those focused on social
media. Given that Village Yoga is already active on social media, particularly Instagram, the
question of which social media application clients used the most, especially when cross tabulated
with how often social media was used, and if clients tended to pay attention to advertisements.
This information, when analyzed, can help Village Yoga to strengthen its social media marketing
strategy.
Research Objective #4 focused on identifying areas with high interest in travel. The question “If
Village Yoga offered a yoga retreat, how interested would you be in attending?” is the most
beneficial in yielding helpful information. This question was framed as an interval question,
allowing respondents to indicate their level of interest, not just if they are or are not interested
through a simple yes or no response. This question may help Village Yoga to determine if yoga
retreats are a viable source of revenue, and worth their time and investment to plan and organize.
Research Objective #5 sought to find strategies for embracing a new demographic. The
question “Does your yoga studio cater to all your needs right now?” best explored this question,
as it opened up clients to their current satisfaction with their studio. This question, followed up
with more specific questions outlining the need for a greater variety of classes, single-sex

classes, and more, can give Village Yoga significant insights into what desires their client base
has, and what needs it is lacking that can be fulfilled.

Section 4: Conclusion
Research Objective #1. IBIS data, which was collected early in the research process, indicated
that the target demographic of yoga participants is predominantly female, which findings
confirmed. From a total respondent pool of 58, 74% of respondents indicated that they were
female, with 26% responding that they were male.
Several gender differences were observed when cross tabulations were computed. For example, a
cross tabulation between the questions, “Have you ever tried yoga?” and “What is your gender?”
was run, and the results indicated a gender difference, with 90.7% of female respondents
indicating that they had tried yoga before, compared to a smaller, although significant, 66.7% of
male respondents indicating that they had tried yoga. A total of 84.5% of all respondents
indicated that they had tried yoga before, which is a statistic that would likely be expected given
our desired sampling group.
A more interesting statistic was found when a frequency calculation was run on the variable, “Do
you currently have a membership to a yoga studio?” Given our sampling frame, we would
anticipate respondents, especially those who have tried yoga before, to be enrolled in a studio.
However, frequency calculations indicated that 67.2% of respondents who indicated that they
had tried yoga before did not have a membership to a studio. Here, a further gender difference
was suggested, as the data showed that no males who indicated that they had tried yoga before
currently had a membership, whereas 25.6% of female respondents who had tried yoga before
currently had a membership. Additionally, the key informant used in the depth interview was a
female with a membership to a studio, further reinforcing this noted gender difference.
Skip logic was applied to the survey so that respondents who indicated that they did not have a
membership and had not heard of Village Yoga before were dismissed, as the survey focused

more on the opinions of current yoga students. In order to obtain relevant data from the the
sample who indicated that they did not have a membership, however, the question of “What
would make you consider getting a membership to a yoga studio?” was asked. The question was
framed in an ordinal manner, offering five options for respondents to choose from, and allowing
them to select as many options as applicable. From this, it was shown that in 51.8% of cases, the
respondent indicated that a greater variety of yoga classes would make them consider obtaining a
membership. 46.4% of cases suggested a rewards program, 14.3% reported availability of
personal lessons, 10.7% indicated better customer service, and in 48.2% of cases, the “other”
option was selected (SPSS output shown below).

Research Objective #2. The most receptive clientele for Village Yoga was found mainly
through the question, “Why do you participate in yoga?” The question was framed in an ordinal
manner, allowing for respondents to check more than one answer. In 96% of responses, the
option “Physical Fitness” was selected. In 80% of cases, “Meditation/Spirituality” was selected,
in 68% of cases “Furthering Personal Practice” was selected, “Weight Loss” was selected in 40%
of cases, and “Other” was selected in 24% of cases. Due to the respondents ability to select more
than one answer in their response, a total of over 100% is calculated, however, this number
reflects the percentage of times an item was selected, rather than the percentage of respondents to
select the item. This question was placed in the survey after all questions asking if the respondent
had done yoga before were asked, so as to omit those who did not do yoga from answering the
question and providing false data. The distribution of client responses as shown in SPSS are
displayed below:

Additionally, the “Other” option allowed for a text response to be entered by respondents. The
answers of “Mental Health,” “Relaxation,” “Health,” and “Pain Relief” were given by one
respondent each, and the answer of “Anxiety/Stress Relief” was given by two respondents.
In the In-Depth Interview, conducted with a college student currently enrolled in a yoga studio,
the Key Informant indicated their interest in yoga for phyiscal fitness and exercise, reflecting the
findings of the Qualtrics survey. She also remarked seeking “inner peace” during her practice,
and thought of words such as “balance,” “peace,” and “meditation” when thinking of the word
“yoga.”
Research Objective #3. In terms of advertising, some data was obtained about the clientele’s
social media presence. A frequency calculation was run on the question, “How often do you use
social media?” 60.0% of respondents indicated using social media “multiple times a day,”
whereas only 20% reported using “a few times a day” and 12%, 4%, and 4% reported “a few
times a week,” “rarely” and “never,” respectively.

Further exploring consumer social media use, the question, “Which social media application do
you use most?” was asked. The question was framed in a nominal fashion, forcing respondents to
select only one option. From this, data suggested that 41.7% of respondents favored Instagram,
while a close 37.5% selected Facebook. Twitter and “Other” received 12.5% and 8.3%,
respectively. Finally, a frequency calculation was run on the question, “Do you tend to follow
businesses on social media?” from which it was found that 66.7% of respondents indicated yes,
and 33.3% indicated that they did not.
Cross Tabulations were run on the questions “What is your age?” and “Which social media
application do you use most?” to gain insight into consumer preferences by age, given that
70.7% of survey respondents were between the ages of 18 and 29, and that a staggering 82.9% of
respondents between the ages of 18-29 indicated that they had tried yoga, as well as 100.0% of
30-39 year-old respondents, and 80.0% of 40-49 year-old respondents. The crosstabulation
indicated that Facebook was the most commonly used application for respondents in the 30-39
year-old age range, with 50.0% of respondents favoring the application. 54.5% of respondents
between the ages of 18 and 29 indicated Instagram as their preferred social media application.
To gain insight into receptiveness to advertisements on social media, a frequency analysis was
run on the question, “Do you pay attention to advertisements on social media sites?” However,
although 66.7% of respondents indicated following businesses on social media, only 33.3%
indicated that they paid attention to advertisements.
Research Objective #4. Our fourth research objective sought to find the receptiveness of
consumers to Village Yoga’s Yoga Retreats, which create strong feelings of brand equity in the
consumer, as well as generate revenue for the business. Research suggests that 89% of
respondents have interest in attending a Yoga Retreat, with 41% of respondents indicating they
are “Somewhat Interested” in attending, 24% “Moderately Interested,” and 28% “Very
Interested.”
Additionally, survey data reported that 21% surveyed of respondents travel more than three times
a year for leisure and 52% travel two to three time. From this, it can be speculated that

participants have the time and financial means to travel. To further explore respondent’s
willingness to spend on yoga retreats, the question “How much money would you be willing to
spend on a yoga retreat?” was asked to respondents who indicated an interest in attending a
retreat if one were to be offered. From this, 28% of respondents indicated being willing to spend
over $1000 on a yoga retreat. However, 56% of respondents placed themselves in the intervals
between $101-$750, with 20% willing to spend no more than $250, 16% willing to spend a
maximum of $500, and 20% willing to spend no more than $750. The distribution can be seen in
the graph below:

Further examining consumer interest in yoga retreats, respondents were asked how many days
they would be willing to spend traveling with Village Yoga, which yielded an almost bimodal
response. 32% of respondents selected an interval of 3-5 days, while 28% selected an interval of
8-10 days, suggesting interest in both long and short retreats. However, an additional 20% did
report an interest in the interval of 1-2 days, suggesting that most respondents may favor a
shorter retreat length.
Research Objective #5. The question “Does your yoga studio cater to all your needs right
now?” yielded the interesting response of a 50%-50% split between respondents. Although this
question was asked only to survey respondents who indicated that they did have a membership
and did currently practice yoga, it is not possible to tell, given the expansive sampling frame, if
all respondents were Village Yoga students. However, other questions in the survey did ask
about Village Yoga specifically, such as the question, “How would you describe the ambiance of
Village Yoga?” with several specific features, such as lighting and smell asked to be rated on a
scale of 1-5. For the feature of Yoga Space, the mean response was a 4.2 of a maximum 5,
indicating general favor amongst respondents. Village Yoga’s lighting had a mean response of
4.4 out of 5, the music received a mean response of 4.1. and the smell received a 4.2. However, it
should be noted that the mode for all four of these features was a 5, indicating that most
respondents selected the “Excellent” option, and only a small number of deviations resulted in a
lowered mean. These results suggest strong favor and loyalty amongst current Village Yoga
students
Additional questions were asked to determine if Village Yoga was lacking services that should
be offered to capture the remaining 50% of consumers who report dissatisfaction with their
current studios. The question “Would a studio need to offer Bikram/heated yoga for you to get a
membership” came back with conclusive results: 92% of respondents indicated no. Interestingly,
the key informant in the In-Depth Interview distinctly remarked that she wished that her current
studio offered more of a variety of classes other than Bikram. The greater the variety of yoga
styles offered by the studio, the greater her interest in attending, she reported.

Questions about practicing with the opposite sex were raised to provide insight on if Village
Yoga could potentially benefit from offering all-male or all-female classes. 84% of respondents
indicated that they would not be more willing to attend a yoga class if it only consisted of the
respondent’s gender. However, in an earlier question, the question of “How comfortable are you
practicing yoga with people of the opposite gender?” was asked, and yielded a similar, yet
slightly less definitive result. 44% reported being “Very comfortable,” however, a significant
24% reported being “Very Uncomfortable,” practicing with others of the opposite gender.
Calculating a crosstabultion, 33.3% of male respondents and 22.7% of females indicated being
very uncomfortable. However, 66.7% of men and 40.9% of women reported being “Very
Comfortable” practicing with yoga students of the opposite gender. It should be cautioned,
however, that the sample group for this question contained only three male respondents, which is
not a statistically significant sample group, although our data is associative and does indicate,
from this group, that males and females are generally both comfortable practicing together.

Upon analyzing the results of the distributed Qualtrics survey, several crosstabulations were run
that were not found to be “statistically significant,” given their p-value was greater than .05.
However, we stress that although these findings may not be statistically significant, they still
indicate valid associations suggested by the data. Due to our distribution of the survey in a non-probability,
convenience sampling manner rather than a simple random sample, error occurs
which yields data as less statistically significant. However, it still suggests associative data, and
can still be considered valid.

Section 5: References
Brooks, David. “What Data Can’t Do” New York Times (2013): Web. 26 Feb 2013
Coldwell, John. “10-Step B2B Customer Satisfaction Survey Pre-Survey Checklist.”
MarketingProfs (2014): Web. 20 Mar 2014
“ICC/ESOMAR International Code on Market and Social Research” ICC/ESOMAR (2007):
Web. 14 Jan 2014.
Newsom. Caitlin. “Pilates & Yoga Studios in the US.” IBISWorld Industry Report OD4185
(2013): Web. 13 Feb 2014.
“The Yoga Revolution: 21 Big and Small Ways Yoga is Changing the Way We Live Now”
Yogajournal.com (2014): Web. 13 Feb 2014

Section 6: Appendix
Fig. 1 Village Yoga Qualtrics Survey, distributed April 2014.
Village Yoga
Q38 Thank You for participating in our survey for Village Yoga! We value your feedback and
look forward to incorporating your input to improve our services. Please answer the survey
questions in the best ways that describe you. Should you choose, you may leave your contact
information at the end of the survey. If you leave this information, you may receive follow up
information from us. However, all your information will be kept private and used only for our
research methods.
Q52 What is your gender?
m Male (1)
m Female (2)
Q53 What is your age?
m Under 18 (1)
m 18-29 (2)
m 30-39 (3)
m 40-49 (4)
m 50-59 (5)
Q55 Have you ever tried yoga?
m Yes (1)
m No (2)
If No Is Selected, Then Skip To What would make you consider getting …
Q14 How many times per week do you practice yoga?
m 0-1 (1)
m 2-4 (2)
m 5 or more (3)
Q17 Do you currently have a membership to a yoga studio?
m Yes (1)
m No (2)
If No Is Selected, Then Skip To What would make you consider getting ...
Q27 Who is in your yoga classes?
m Mostly men (1)
m Mostly women (2)
m Even number of men and women (3)
Q14 How do you normally get to class?
m Public Transit (1)
m Walking (2)
m Personal Vehicle (3)
Q15 What would make you consider getting a membership to yoga studio? Check all that apply.

q A rewards program (1)
q A greater variety of yoga classes (2)
q Better customer service (3)
q Availability of personal lessons (4)
q Other (5)
Q44 Have you ever heard of Village Yoga?
m Yes (1)
m No (2)
Q43 We’ll now ask a few questions about your personal yoga practice.
Q60 Have you ever attended a yoga class at Village Yoga?
m Yes (1)
m No (2)
If No Is Selected, Then Skip To End of Survey
Q13 How would you describe the ambiance of Village Yoga?
______ Yoga Space (1)
______ Lighting (2)
______ Music (3)
______ Smell (4)
Q17 Why do you participate in yoga? Check all that apply.
q Meditation/Sprituality (1)
q Furthering personal practice (2)
q Physical Fitness (3)
q Weight loss (4)
q Other (5) ____________________
Q15 Do you want to gain a more spiritual yoga experience?
m Yes (1)
m No (2)
Q28 How comfortable are you practicing yoga with people of the opposite gender?
m Very uncomfortable (1)
m Moderately uncomfortable (2)
m Somewhat comfortable (3)
m Moderately comfortable (4)
m Very comfortable (5)
Q26 Do you participate in other sports (basketball/dance/tennis)?
m Yes (1)
m No (2)
Q45 Now we’ll ask a few questions about your social media use.
Q55 How did you hear about Village Yoga?
Q9 How often do you use social media?
m Never (1)
m Rarely (2)
m A few times a week (3)
m A few times a day (4)
m Multiple times a day (5)
If Never Is Selected, Then Skip To End of Block
Q10 Do you tend to follow businesses on social media?

m Yes (1)
m No (2)
Q23 Do you pay attention to advertisements on social media sites?
m Yes (1)
m No (2)
Q11 What social media application do you use most?
m Facebook (1)
m Twitter (2)
m Instagram (3)
m Other (4)
Q46 Now for a few questions about traveling and yoga retreats.
Q9 Do you have children?
m Yes (1)
m No (2)
Q19 How often do you travel for leisure?
m Never (1)
m Once a year (2)
m Two to three times a year (3)
m More than three times a year (4)
Q16 Would you ever consider going on a yoga retreat?
m Yes (1)
m No (2)
Q56 If Village Yoga offered a yoga retreat, how interested would you be interested in attending?
m Not interested at all (1)
m Moderately disinterested (2)
m Somewhat interested (3)
m Moderately interested (4)
m Very interested (5)
Q57 How much money would you be willing to spend on a yoga retreat?
m Under $100 (1)
m $101-$250 (2)
m $250-$500 (3)
m $500-$750 (4)
m $751-$,1000 (5)
m Over $1,000 (6)
Q58 How long would you be willing to travel on a yoga retreat?
m 1-2 days (1)
m 3-5 days (2)
m 6-8 days (3)
m 8-10 days (4)
m More than 10 days (5)
Q47 Finally, our last questions will ask about prospective yoga classes.
Q29 Does your yoga studio cater to all your needs right now?
m Yes (1)

m No (2)
Q20 Would a studio need to offer Bikram/heated yoga for you to get a membership?
m Yes (1)
m No (2)
Q22 Would you be more willing to attend a yoga class if it were only of your same gender?
m Yes (1)
m No (2)
Q21 Do you use yoga as additional training to current athletic activity
(dance,Flexibility,rehabilitation)?
m Yes (1)
m No (2)
Q22 Do you consider yourself to be athletic?
m Not athletic at all (1)
m Somewhat athletic (2)
m Moderately athletic (3)
m Very athletic (4)
Q26 How likely would you be to get a membership to a studio if it offered other workouts like
Zumba?
m Not at all (1)
m Moderately unlikely (2)
m Somewhat likely (3)
m Moderately likely (4)
m Very likely (5)
Q25 Would a yoga studio that partnered strongly with your community gain your support over
another local studio?
m Not at all (1)
m Moderately unlikely (2)
m Somewhat likely (3)
m Moderately likely (4)
m Very likely (5)
Q48 If you would like to participate in follow-up research, please provide the following
information below.
First Name (1)
Last Name (2)
Email Address (3)
Q39 Thank you for participating in our survey!
Fig. 2 Frequency tables for questionnaire items.

Figs. 3a-d Key Informant Interview notes with Alyson and Jill.
Fig. 3a. Notes from Researcher Chelsea McClellan
Village Yoga
Background:
· Began in 2011. Allison is studio owner.
· Emphasis on customer service- studio remembers customer names, practices, etc
· One location in Lincoln Park. Would like to have two studios again
· Marketing tools
· Used to use groupon and living social. In 2011, they were good, good retention rates, but
no longer benefitial. Now does FB campaigns, Google Ad words
· Membership rates and customer base
· $100/month $120 w/out autopay Membership as guaranteed revenue. Student base of
2,000. 250-300 unique customers per month
Questions:
What does staff consist of?
· 1 studio manager, 12 teachers, 15 work people (check people in, clean studio)
· Hatha, Vinyasa, target to beginners
Is there a target market?
· Idk, but we know that the people who come here are people who want good customer
service. They come like 5 times a week.
Competition in the neighborhood
· One in River West, but that’s slightly distant. The biggest problem is parking, but we
validate parking. At the old location we were more visible, it was more of a neighborhood,
people could just walk there. Now it’s a more business/commercial area. There’s an FFC nearby,
and a CorePower down the way
· Want to stay as is, no desire to move into heated.
· Considered adding weights and bands, “yoga-lates.” Open to it, but don’t t hink the market
wants it. Pretty strict in keeping it at Vinyasa and Hatha, and not leveling (Level 1, Level 2)
· Didn’t feel like there was an ROI using PerkVille
· 25-35, mostly women, but men do come (20% maybe because they offer beginner classes)
· Want to go back to their original location, but would keep the current location long-term
Sell merchandise?
· Sell tanks with logo. Jewelry sold well, but clothes and mats did not sell.
Thought of how you could get more men?
· No, but it’s a good idea. Originally had a class just for men but not anymore, only one
male teacher currently
Do the genders respond differently to the customer service?
· Not really, and at this point the customer base has been built enough where they do it as
well (carpool, etc)
Is the main focus to make people learn yoga or to make them feel better when they leave?
· Both. It’s not just about acrobatics. Its about feeling good about the physical and the
emotional, mental body. Dealing with the outside world equipped with what you learn in yoga,
having a break in your day.
Do you hope to expand on retreats?

· Need to be affordable
Can you connect with Chicago outside of your “Village”
· Friends with 2 other studios, maintain relationships with them
How many classes?
· Start at 6:15, end at 8:30 or 8:45, except Wednesdays there’s a late one at 8:45. 4 classes
per day, 5 on Wednesdays
Other things you offer?
· Just did a nutrition workshop, transparent and helpful with customers, athlete’s yoga.
Participation rates of workshops?
· Vary, can have like 30-40, or 5-8.
What are retention rates?
· People who travel aren’t good, or who come from other studios. Those who are local come
back.
What inspired to open?
· Dad came from India. Was an entrepreneur, instilled that spirit. Started doing yoga and
loving it. Didn’t like the “bells and whistles” studios. Wanted to portray a simple, minimal, but
flourishing from the inside life
Ever thought of first class free?
· Have free class passes, not something that’s advertised however
Have you ever done promotional/event marketing?
· Advertised in Yoga Chicago, return was minimal. See the biggest ROI with ad words.
What about 5ks or universities?
· Done street fairs and things, was good until had a bunch of drunk male assholes
· Don’t know how to get in front of new eyes.
· Did an Instagram challenge that partnered with local businesses, saw return with that
· What are the challenges/opportunities of owning a small business?
· Can I pay the bills, do it from New York, trust that my vision isn’t getting lost?
Communication channel with your students?
· FB, Insta, Twitter, Email via contstant contact, surveys, flyers, free class pass
Is meditation incorporated into the practice?
· It goes teacher-to-teacher, but students do it as the class progresses as well
How did you try to tap the Lincoln park market?
· Definitely fell short because so overwhelmed, so did a groupon. Walked to every business
to try to spread the word.
Does the neighborhood need something from you or do you need something from them?
· Could be apprehension, parking, so clustered over there. Don’t know.
What’s the future?
· Want a teacher to take it over but still be involved, like leading retreats. Come back once a
month from NY, no desire to open a studio there
Are retreats maybe an untapped things?
· Starting to pick up popularity, but large upfront cost, hard for people to get the time off.
Does your customer base bring in friends? Have you ever tried discounts for referrals?
· Lots of people bring referrals, give a $5 credit.
What do you want us to do?
· Fill up the studio; more customers
What is preventing you from opening the second studio?

· Not being in Chicago. Found a space, but want Lincoln park to support itself first
Main threat to success?
· Being in NY. Not threatened by other studios because we all offer something different, or
by gym studios
Considered doing on-site yoga things?
· Used to do it, Jill does it. Gone out to CrossFit and stuff. Good idea, challenges of a small
business though- short staffed, etc
· Parking
· Validate parking in a garage across the street: $5 for 2 hours. Customers don’t like it, they
want free parking.
Considered a package deal on parking?
· Maybe. Didn’t think about it, didn’t look into it. Street parking is free
Would you consider moving the LP location?
· Would, but in a lease
What business strategy or model best fits what you want?
· Don’t look at it in terms of financial stuff. Quality and customer service.
Who runs social media and what are those goals?
· Used to be very active on Facebook, more on Instagram. The Instagram challenge raised a
lot of followers. Wonder if social media deals would be effective?
Would you go for a LinkedIn account for the business?
· Sure
Have you done freelance yoga?
· Done things at gyms or at stores before they open. Have a relationship with LuLu Lemon
but have not cultivated that relationship
Fig. 3b Notes from Researcher Jessie DeVries
Village Yoga
 Yoga studio, walk in know her and her life
 One studio by north & Halsted in Lincoln park, want two studios again
 Google ad words, Facebook ads, did Instagram challenge
 Membership $100 per month, student base
 One studio manager, 12 instructors, work trade people (do stuff for free yoga)
 Hoffa, vinyanza (moving more): beginners also
 More people who like customer service based, small town feel
o Thought about adding weights and have yoga-lates but customers don’t want it
really, keep basic
o Demographic: 25-35 majority women, men do come too 20%
 Second studio goal would be in original location
 Sells logo tank tops, tried mats and clothes but didn’t do well, jewelry did well
 Now in more shopping/commercial area than before in residential
 FFC close and one other yoga studio not too far
 Customer service in members
 Moksha and yoga view: other big yoga studios

 Offers nutrition, emotional help over cellphone
 Workshops 5-8, 30-40 people
 Challenges: everyday things, rent payroll membership return people cleaning not here,
NY
 Main threat to success: not threatened by other studios, all offer something diff
 Facebook, Instagram, twitter, newsletter, flyers, promo cards
 Referrals, credit account $5 if bring others in
 Validated parking
 Quality instruction, amazing customer experience
 Research
o Bring more people, Get max capacity
Fig. 3c Notes from Researcher Jesse Jimenez
Village yoga
Jill and Allison
Ø They are providing a lifestyle and experience
Ø Atmosphere is very customer service based
Ø Plans to rule the world
o Only have one studio
o Long distance managing
o At least two studios
Ø Started marketing with groupon, living social, youswoop as marketing tools and providing a
great service
o Now moving towards facebook, adwords
Ø $30 bucks unlimited for two weeks
o Great way to bring customers in
Ø Have student rates and packages
Ø 12 instructors and one manager
o Wants a smaller staff
o Has a staff that is paid in free yoga
Ø “small town feel”
o Market more towards beginners
o Use the customer service aspect to get to know them
Ø Competition
o Not much in the immediate area
Ø They are now in a much more commercial area
Ø Want to stay away from hot yoga
o Differentiate
Ø Target MEN
o There are some male members
o Yoga for athletes
o One male instructor
Ø Getting into the workshop field

o Nutrition, chanting
Ø How do we get in front of new eyeballs, where are those eyeballs??
Ø Very loyal customer base
o Referrals
o Customer credit
Ø Threats to success?
o Being in NYC
Fig. 3d. Notes from Researcher Annanya Dwivedi
Village Yoga
 Started the studio in 2011
 No formal Training
 Point of Differentiation: Wants to build this studio that is customer based
 Likes small details
 Need for strong marketers
 Jill (Zen Practice, 2007-2008)
 West Town, above a gym
 Need to attract a new customer base
 Use the following communications channels: Facebook, Instagram, Twitter
 Try to target an active media channels: Street fairs
 SM ideas: Instagram Challenges, A pose of the day, Raffles for discount
 Utilized the following platforms to promote business: living social/Groupon, Facebook,
Google
Adwords
 Also work with local business in the neighborhood
 Get local referrals

 Good retention from existing members but want to attract a new customer base, bring
more
people
 Membership : $10o, guarentees revenue
 Village Yoga is about taking life easy, live stress free
 It’s about feeling good inside
 Physical/Emotional/Mental wellbeing
 Student base- 2000
 Also done workshops on Nutrition
 Offer class packages
 Space shortage
 Take members on retreats: Nicaragua, Goa
 Want to make people feel welcome
 Who is working: 12 Staff + cleaning staff
 Target: Beginners
 Issue: Location
 Instructors know well about the members
 Want to promote the small town feel
 Maintain good relation with competitors
 Want to share good experiences
 Parking is a Big Problem
 We sell merchandise such as wristbands, T-Shirts
 How to get men involved: Broga, only 1 male teacher

 Open to new ideas
 Very Female-Centric

Fig 4. In-Depth Interview Notes from Researcher Chelsea McClellan
Engagement questions:
 Describe your fitness experience throughout your life.
 Danced entire life, did some organized sports in middle school, dance troupe in
high school
 Sports growing up, but only dance by high school
 Started working out in college on and off
 What do you look for when you go to your mat?
 Look for fulfilling workout because yoga makes me feel like I have a good
workout
 Look for inner peace
Exploration Questions:
 What comes to mind when you think of yoga?
 Balance
 Peace
 Meditation
 Exercise
 How did you hear about your current yoga studio?
 Opened recently in area, drove by it a lot and saw it. Knew that they offered a free
week.
 Ended up doing more than the free week offered
 What do you like about your current yoga studio?
 Studio is nice, locker room is very nice
 Teachers are welcoming
 Classes are very “go-at-your-own-pace;” open to all levels
 What would you change about your studio?
 Attraction of pretentious clients
 Offer other types of yoga besides Bikram
 What types of classes do studios need to offer in order for you to attend?
 Like when multiple types of yoga are offered. Would like to try other types like
Hatha
 Would be interested if it offered Pilates classes, but don’t know if would attend all
the different classes.
 What would Village Yoga have to do for you to get a membership there?
 Village Yoga would have to have good student deal (for college students)
 More flexible class hours
 Conveniently located near public transit
Exit question:
 Is there anything else you would like to say about your yoga practice or studio?
 No

Fig 5. Infographic of proposed research methods, submitted with RFI February 2014.

Fig. 6 Focus Group moderator guide, submitted with RFP March 2014
Focus Group Moderator Guide
Questions for current yoga students not enrolled in Village Yoga
Engagement questions: (intended to introduce participants and make them feel comfortable)
 Describe your fitness experience throughout your life.
 What do you look for when you go to your mat?
Exploration Questions: (intended to get to the heart of the discussion and begin introducing
specific questions)
 What comes to mind when you think of yoga?
 How did you hear about your current yoga studio?
 What do you like about your current yoga studio?
 What would you change about your studio?
 What types of classes do studios need to offer in order for you to attend?
 What would Village Yoga have to do for you to get a membership there?
Exit question: (check to see if anything was missed in the discussion)
 Is there anything else you would like to say about your yoga practice or studio?

Fig. 7 Screenshot of SimplyMap output displaying Household income in area geographically
surrounding Village Yoga.

Fig. 8 Screenshot demonstrating use of applied Skip Logic to Qualtrics Survey.

Fig. 9 Screenshot of Qualtrics link on individual team member’s Facebook pages.

Fig. 10 Village Yoga data, cleaned and coded in SPSS.

Fig. 11 Village Yoga Infographic With Notable Qualtrics Survey and Marketing Research
Findings

Jessie Rose DeVries
______________________________________________________________________________
6765 N Sheridan, Chicago, IL 60626 (708)567-3188 jdevries1@luc.edu
Education
Loyola University Chicago, Quinlan School of Business Chicago, IL
Bachelor of Business Administration Expected May 2015
Majors in Marketing & Operations Management, Minor in Spanish
Cumulative GPA: 3.24, Dean’s List 2013
Relevant Courses: Information Systems, Consumer Behavior, Marketing Research, International
Marketing, Logistics in the Global Economy
Market Research project: Village Yoga Spring 2014
Develop managerial decision problem and research objectives to explore branding
Village Yoga to promote a superior yoga lifestyle
Construct a descriptive survey using Qualtrics and analyze data using SPSS
Integrate qualitative focus group design into research
Present plan and results in white paper deliverables
Leadership Experience
Director of Communications, Women in Business, Loyola University September 2013 to Present
• Create ads and promote monthly meetings or developmental events using social media
Financial Coordinator, Residence Hall Council, Loyola University May 2012 to May 2013
• Budgeted and analyzed $800 between 6 specific programs documented progress and finalized with
Resident Director
• Brainstormed with 5 other members and created 6 social and charitable programs for 300+ residents
• Promoted events via social media and advertisements which resulted in an increase in attendance
Work Experience
Sales Associate, Express Inc., Chicago, IL April 2014 to Present
Marketing Associate Intern, Chicago Fair Trade, IL September 2013 to December 2013
• Coordinated logistics and placement of organic apparel products for Fair Trade market events
• Designed marketing campaign for promoting sweat-free organic, Fair Trade apparel
• Predicted future product needs based on current trends and past sales
• Operated booth, calculated earnings and accounted for inventory after each event
Office Assistant, M & O Insulation Company Summer and Winter Break 2012 to 2014
Dixmoor, IL
• Communicated and handled issues with over 40 clients per day via telephone to fulfill clients’ demand
of supplies
• Recorded and typed 20 orders per day in Timberline application to assist in timely deliverance and to
review, validate and verify accuracy of orders
• Created Microsoft Excel data spreadsheets using a data table to track orders, as well as the use of
formulas into the application to generate pricing workbooks for various products
• Filed and faxed orders and invoice paperwork to suppliers to be sent to construction site
Skills
• Computer: Proficient in Microsoft Office, Excel and Access: Pivot Tables, Charts, Tables, Solver
• Language: Ability to read, write, and speak advanced Spanish

Annanya Dwivedi
6350 North Kenmore Avenue - Chicago, IL 60626 - adwivedi@luc.edu - Cell phone: 630.442.8515
____________________________________________________________________________________________________________________________________________
EDUCATION
Loyola University Chicago Graduation Date: May 2015
School of Communication, Bachelor of Arts in Advertising and Public Relations Quinlan School of Business,
Bachelor of Business Administration in Marketing GPA: 3.0/4.0
WORK EXPERIENCE
Method Models, Chicago [January 2014--‐Present]
Experiential Marketing Intern
 Streamline staffing process through industry research and market analysis reports
 Create infographics for the company website to attract college students for promotions work
 Manage talent roster of brand ambassadors to represent client’s such as AIO Wireless, Mazda and Cruzan
 Research and present new marketing pitches to supervisors on ways to enhance brand engagement with
consumers
Paramount Public Relations, Chicago
Public Relations Intern [December 2013--‐Present]
 Draft press releases, pitch stories, create weekly client reports and event calendar for clients
 Write weekly blogs for the company website about emerging trends and industry changes
 Manage media list of paramount accounts such as: Farmer’s Fridge, Hydrive Energy Water, GIV Mobile, Beckett
Simonon, Jonathan Beirut Salon, Mitchell Dental Spa, TIP Solution’s Call Snap and Standard Market Grill
 Utilize platforms such as Cision Point, Sprout Social and HARO to obtain press local and national media outlets
Residence Hall Association, Loyola University Chicago [August 2013--‐Present]
Resident Assistant
 Assist in situations of conflict and crisis and formulate solutions while participating in overnight duty rotations
 Program events that support the core values of the Department of Residence Life at Loyola University
 Manage administrative tasks including incident reports, funding requests, program proposals, maintenance
requests, and room condition reports
 Collaborate with a Resident Director, Assistant Resident Director, and other student staff members to create an
engaged living--‐learning community
Margie Korshak Inc, Chicago [January--‐May 2013]
Public Relations Intern
 Managed social media channels such as Facebook and Twitter to create engaging content for clients
 Pitched for media placement for clients in local and national media outlets such as newspapers, radio and TV
 Coordinated pre--‐event planning and event execution with the account coordinators
 Trained new interns for the fashion/hospitality department of the company
 Managed media list fashion and hospitality accounts such as: Green Screen Adventures, Discovery Clothing, Roka
Akor, Bombay Spice, Lynn Sage Cancer Research Foundation
EXTRA-CIRRICULAR
INVOLVEMENT
International Business Fraternity of Delta Sigma Pi, Loyola University Chicago Chapter
Vice-President
of Scholarship and Awards
 Coordinate and oversee the chapter’s award application process.
 Serve as the contact person for the provincial and national Scholastic Development and Awards Committees.
 Develop programs to foster and recognize members’ academic achievement.
 Educate members about university and Fraternity scholarship and academic development opportunities.
Public Relations Student Society Of America, Loyola University Chapter Vice-President
at Loyola University
Chapter
 Assist the president in coordinating and directing committee activities and chapter operations and perform
duties as may be delegated by the president
 Recommend to the goals, objectives, plans and programs for the benefit of the chapter, schedule of speakers for
general meetings and advise on matters of policy and procedure
 Attend Leadership seminars and conferences to enhance the chapter experience
SKILL: Photoshop, Illustrator, InDesign, Audacity, Cision Point, Sprout Social, SPSS, Data Mining, Excel

Jesse R Jimenez
740 Otto Rd Machesney Park, IL 61115
(815) 543-8757 jjimenez11592@gmail.com
Education
Loyola University Chicago, Quinlan School of Business Chicago, IL
BBA: Management, Marketing Expected Graduation: May 2015
Experience
Certified Swing Manager: McDonalds Restaurant, Rockford, IL July 2011-Present
 Interacted with department managers through weekly reporting and monthly team meetings
 Initiated the store’s first crew training program through weekly coaching meetings and promoted six crew to
trainers
 Conducted bi-weekly inventory of food and other paper products
Summer Resident Assistant: Summer Scholars, Loyola University, Chicago, IL Summer 2013
 Provided a preparatory college experience for high school upperclassmen using planned events throughout
Chicago and campus, academic advising and being available in a resident advisor position.
 Completed administrative tasks and market research for the development of the Summer Scholars program
Associate Manager: Felice’s Roman Style Pizza, Loyola Limited December 2011-August 2012
 Opened/closed overseeing next day prep and daily closing procedures were done properly
 Contributed to recipe and product development as well improved everyday operations
 Reconciled cashier drawers on each shift change and settled credit card reports each night
Crew Chief/Trainer December 2008-July 2011
 Completed daily evaluations of crew members on their knowledge of various stations and equipment
 Worked as assistant or stand-in manager for primary shift manager on every shift
 Made shift sheets organizing crew and began running shifts with minimal supervision or support from certified
managers
Leadership
Delta Sigma Pi, Chancellor Fall 2013-Spring 2014
 Familiarized myself with all national policies & procedures as well as proper methods to conduct ritual
 Conducted all weekly chapter business meetings following Robert’s Rules of Order
 Headed the Brotherhood committee and planned and executed various brother bonding events as well as the
annual end of the year and end of the semester s ocials
Loyola University Chicago, Residence Hall Association
Bellarmine Hall President Fall 2012-Spring 2013
 Conduct meetings with the hall council to plan events to attract residents of the entire campus
 Represent the hall in General Body meetings
Creighton Hall External Affairs Coordinator Fall 2011-Spring 2012
 Served as liaison between Creighton Hall and all other halls and departments on the Loyola University campus
 Recruited Floor representatives and acted as secretary during all hall council meetings
Loyola University Chicago, Club Tennis Social Chair Fall 2012-Present
 Planned social events in order to get to know incoming freshmen and new members
 Served as the representative of the club team to new members
Loyola University Chicago, LEAD Retreat
Leader August 2012
 Facilitated ice breaker activities and conversations that involved personal topics
 Served as a mentor and role model to incoming freshmen
Participant
 Built leadership skills through activities involving trust August 2011
 Explored new techniques of leadership while connecting with other Loyola freshmen

Chelsea McClellan
1236 W. North Shore Ave. (585) 331-1723
Chicago, IL 60626 chelsea.mcclellan15@gmail.com
ACADEMIC PROFILE:
Loyola University Chicago Quinlan School of Business Chicago, IL
 Bachelor of Business Administration, Marketing Major, Psychology Minor; expected May 2015
 Cumulative GPA: 3.95/4.0
Academic Honors and Achievements:
 Loyola University Chicago Dean’s List, academic years 2011-2012, 2012-2013, and Fall 2013
 Selected to attend Summer session at John Felice Rome Center, Summer 2013
 Alpha Sigma Nu Honor Society, nominated for admission 2014
 Beta Gamma Sigma Honor Society, inducted 2013
 National Society for Collegiate Scholars , inducted 2012
 Phi Theta Kappa Honor Society, inducted 2011
PROFESSIONAL EXPERIENCE:
Loyola Limited Chicago, IL
Loyola Limited is a business enterprise run and managed by Loyola University Chicago undergraduates.
 Brand Manager, Felice’s Roman Style Pizza Nov 2012 – Present
 Manage marketing campaigns and promotions, resulting in doubled daily revenues and foot traffic
 Write creative copies for all promotional print materials, displaying competency in writing creative
briefs
 Redefine and update company brand image, including redesigning company logo, resulting in
increased brand recognition and demonstrating proficient use of Adobe Illustrator
 Create company website, including photographing product and writing all creative copy, allowing for
proficient use of SquareSpace website builder
WORK EXPERIENCE:
Felice’s Roman Style Pizza Chicago, IL
 Pizza Artisan Feb 2012 – Nov 2012
 Engaged with storefront customers to gain consumer insight and encourage additional spending,
contributing to monthly revenues of over $20,000
 Recognized and comprehended active marketing strategies, including in-store advertising and sales
promotions
Tim Horton’s Café and Bake Shop Albion, NY
 Storefront Employee Sept 2010 – Aug 2012
 Directed up to five coworkers during rush periods and when requested by management, resulting in
efficient and organized operations and customer service
LEADERSHIP:
Latinos Progresando Chicago, IL
 Community Partner Aug 2012 – Dec 2012
 Contacted potential community partners on behalf of Latinos Progresando to encourage cooperative
involvement in Deferred Action for Childhood Arrivals resource network
 Coordinated weekly meetings and progress updates with Latinos Progresando representatives

Village Yoga White Paper

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Andere mochten auch

Andere mochten auch (17)

Ähnlich wie Village Yoga White Paper

Ähnlich wie Village Yoga White Paper (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Village Yoga White Paper