2. OBJECTIVES
• Increase the
• Awareness - increase the number of Facebook number of
fans
1 birthday
parties
• Engagement - create a community of Facebook • Increase the
fans (both loyal and potential clients) that reacts number of
2 to our campaigns and shares info to others clients in the
10 – 17
o’clock interval
• Gymboland = Top-of-mind choice for children &
parents
3
3. TARGET
• Parents - F&M – mostly females
• 26-45 y.o.
• Living in Bucharest and Constanta
• At least medium income
• Familiar with Internet browsing
• Sensitive to their kid’s needs and desires
• Easily motivated to try out new activities
– sportive/educational - for their kid,
especially when they can take advantage
of a price reduction
• Bargain-lovers: price-sensitive.
4. INSIGHT – WHAT CLIENTS THINK
STRENGHTS WEAKNESSES
• Gymboland is a fun place for their • The cost vs benefits ratio is not
kids and a good alternative to correct - not all the kids have a
parks good experience with Gymboland
• Kids are looked over and safe • We don’t have a personal
while parents are away relationship with them and their
kids
• Kids get to socialize and learn how
to play with others • Some clients don’t trust in our
staff’s ability/interest of managing
• Gymboland gives parents time for the kids
themselves
• Lack of awareness – some clients
are not aware of Gymboland’s
offers – happy
hours/parties/animators (therefore
they cannot benefit from all offers)
5. COMMUNICATION STRATEGY
1. Awareness - increase the number of Facebook fans
15 June - 15 July – Facebook campaign – we strongly
promote a 5 lei discount for a month and the promise of a
lot of contests to all clients who become our facebook fans
(we promote it by our staff, flyers, entrance tickets,
banners on every stand and website)
We control the discounts by giving to the new facebook
fans a code to be told at the entrance of the playground
15 June - We send a invitation mail/sms to our clients
from the current database regarding the campaign
It is recommended to repeat this campaign on September and
in the winter holiday period
6. COMMUNICATION STRATEGY
2. Engagement - create a community of Facebook fans (constant and
potential clients) that reacts to our campaigns and share info to
others
In order to reach more people through Facebook and make them react
to our messages we need to have a constant, attractive and friendly
content
From 15 June – 2-3 posts/day
Ist post – presents the next day’s activity from our summer
program
IInd post – the moment of the day (the facepainting starts in
30 minutes/today is the hide&seek day)
IIIrd post – an article of interest for the parents followed by a
question meant to engage them to conversation
once a week – a facebook contest
7. COMMUNICATION STRATEGY
3. Gymboland = top of mind choice
In order to make the playground the top of mind choice for our clients
we have to give them relevani reasons to return to us
Combine the Facebook strategy with the marketing strategy and
points of attraction within the playground
Examples
One raffle/day for all the kids that are inside the playground at 6
o’clock with rewards from Bombonica (one balloon and a bag of
sweets)
A 10 minutes competition between kids (the best drawing/the
slide contest/the first that sais a 4 letter word etc.) that ends with
a reward
Take pictures of kids in a nice background and send them by
email to their parents – these emails give us the opportunity to
invite them on the Facebook page
8. CONTESTS & REWARDS
Facebook contests
the best drawing
the most complex lego construction
the funniest story of an event involving your kid
the nicest thing said by your kid
the most interesting costume
the best facepainting
Rewards
3 free entrances for your kid and his friends
Puzzles
Dvds with cartoons, documentaries
Story books
Movie tickets
Magazines for kids
9. CONTENT
Features & images from other sites regarding :
The developing steps of kids
How to understand your kid’s needs
Toys that develop your kid’s creativity/learning abilities etc.
Books for kids
Kids fashion
Ideas of decorating your kid’s room
How to discover your kid’s talent
Recreative activities great for kids
Recommended afterschools
How to feed your kid properly
10. FUTURE OPPORTUNITIES
After we create an organic community on Facebook (500 fans) we can
find sponsors for our contests in exchange for advertising them
among our fans. More diverse and expensive prizes lead to clients
loyalty and retention.
Potential partners
Libraries & Magazines
Kids shops
Cinemas, Theatres
Afterschools, Dance schools
Sports stores
Dentists&other medical providers
Home design shops
Restaurants
Food producers
