1. emilybartlett, dankane, brendanjoyce, morganmcdonnell, melindatran
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2. 2

3. table of contents
 Situation Analysis – pp. 4-10
 Advertising Objectives – pp. 10-14
 Target Market – p. 13
 Market Research – pp. 14-22
 Current Advertising – p. 23
 Creative Recommendations – pp. 24-29
 Social Media Recommendations – pp. 30-42
 Additional Recommendations – pp. 43-48
 Research Results – pp. 49-50
 Media Plan – p. 51
 Calendar – pp. 52-56
 Budget Plan – pp. 57
 Appendices – pp. 58-60
 Client Reports – pp. 61
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4. situational analysis
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5. overview of romp n' roll
 Romp n’ Roll is a play-based, educational learning
center for children ages 3 months to 6 years that
incorporates music, art, and physical activity.
 Provides a wide variety of classes with enthusiastic and
experienced teachers to encourage learning
 Parent + child classes
 Drop-off child classes
 Parents can feel comfortable leaving their children at
the facility for an affordable price.
 From $42 a month to $120 a month
 Located next to Dance Tech studio on North Main
Street
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6. Strengths Weaknesses
• Educational component differentiates Romp • Romp n' Roll is a franchise, therefore, limited
n' Roll from competitors control provided to the owner
• Location within Blacksburg • Limited awareness in the Blacksburg area
• Romp n' Roll is a franchise, which provides • Perception of the program as solely an open-
more regional awareness gym or daycare
• Social media presence • Education is seen as a secondary benefit
• Trained instructors • Certain demographics cannot afford the monthly
• 5 to 1 student-teacher ratio rate
• Lack of flexibility in terms of classes, their
length, and scheduling
• Lack of full-time marketing manager
Opportunities Threats
• Increase enrollment • Misperceptions about facility and program.
• Infiltration into new markets • Economy
• Facilities similar to Romp n' Roll (education + • Demographics within the Blacksburg area.
play) are becoming "trendy" • Local competition
• Room for growth in social media, and overall • National competition
online presence
• Modify consumer perceptions about Romp n'
Roll
• Join the Downtown Blacksburg, Inc
(Downtown Merchants of Blacksburg) 6

7. current marketplace
 Primarily families within the Blacksburg region,
but also reaches Christiansburg and Radford.
 Parents with children ranging from ages 3
months to 6 years.
 Median household income for Blacksburg
families: $51,810
 Average family size: 2.79
 A large portion of Dance Tech customers have
siblings enrolled at Romp n' Roll.
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8. competition
Blacksburg Community Center
 Energy Outlet:
 Program that focuses on body awareness, math development, balance,
hand-eye coordination, and social interaction.
 Ages 2-3
 9:30-10:30am
 Have a family Energy Outlet class designed specifically for families with
more than one child.
 Ages 1-7
 10:45-11:45am
 Competitive pricing
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9. competition
Virginia Tech Child Development Center for Learning and
Research
 Programs for children aged 15 months to 5 years
 Monday through Friday, 7:30am-5:30pm
 Designed specifically for VT faculty
 Accredited by The National Association of the Education of Young Children
 Pricing: $790 to $815 per month
Local Childcare/Preschools
 Rainbow Riders, The Adventure Club, Tall Oaks Montessori School, Children's Nest,
Churches, etc.
 All day or Half day options, 5 days a week
 More practical for working parents
 Higher prices
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10. advertising objectives
Goal: To change consumer perception of Romp n' Roll
from a purely play-based facility to an educational
program where kids come to learn and play.
Objectives
 Increase the number of members
 Increase brand awareness
 Create stronger web presence
 Better utilize Marketing Intern
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11.  Increase number of members
 Educate consumers about Romp N' Roll benefits
 Print ads in newspapers
 Direct mail
 Facebook ads
 VT facility day
 Increase brand awareness
 Ads in newspapers
 Online ads
 Media around the community
 Facebook, Twitter, Pinterest, YouTube
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12.  Create a stronger web presence
 Pinterest
 Edit the website
 Twitter account for Blacksburg Romp N' Roll
 Facebook
 YouTube
 Better utilize the Marketing intern
 More specific tasks
 Focus on social media site
 Pinterest, Facebook, Twitter
 Regularly update information on social media and
website.
 Use Hootsuite to manage social media sites
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13. target market
 Families residing in the Blacksburg community.
 Secondary target: Christiansburg and Radford communities
 Parents of children aged 3 months to 6 years.
 Parents roughly 30-45 years of age
 Average income: $60,000 to $80,000
 Characters
 Virginia Tech faculty
 Busy mothers
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14. market research
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15. 15

16. 16

17. 17

18. 18

19. 19

20. key research findings:
What comes to mind when you think of Romp n' Roll?
 Germs
 I think of it for younger kids, the hours being restrictive, the price being
prohibitive, and a potential for birthday parties
 Barney the purple dinosaur.
 Forced play rather than natural, child-led.
 young kids, fun,
 Play time
 preschool tumbling
 Birthday Parties (x 9)
 Fun. Irregular open gym schedule.
 too structured
 play place
 pre school gym
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21. additional feedback
 They need to have weekend drop in times, especially for winter when the
kids start to go stir crazy!
 There are a variety of activities in Blacksburg. We have done Bouncing
Bears through the Community Center. The gymnastics place over in
Christiansburg.
 Maybe they could reach out to special needs community
 Romp n roll does not cater to working parents. We attend only for birthday
parties for this reason. I would like better options for working parents (i.e.
weekends) especially in the winter when it is too cold to go outside to
playgrounds. The only open session right now is at noon on Saturday and
that is the most common time for naps for children under 5.
 I took my son there for 2 years on Saturday mornings, it was great but they
don't have any classes for kids more than 3 on weekends. Mine
outgrew the place. Still go for birthdays.
 Weekend time during the winter
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22. what moms are saying
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23. current advertising
 Corporate Twitter account
 Facebook page
 Flyers
 Direct mail
 Promotional events and
programs
 "Bring a Friend"
 Free iPod Shuffle with
referral
 Holiday gift baskets
 BOGO (buy one class
receive a second class free)
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24. creative recommendation
Print Ads
 Collegiate Times
 The Burgs (Roanoke Times NRV Section)
 Postcards
Online Ads
 Collegiate Times
 The Burgs
Bus Ads
 Blacksburg Transit
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28. 28

29. 29

30. social media recommendations
 Pinterest
 Twitter
 Facebook Ads
 Changes to Website
 YouTube
 Hootsuite
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31. pinterest
 Create a Pinterest account for moms to use
and follow.
 Post the link on the Romp n' Roll website and
Facebook page.
 Boards will be created with topics that cater to
parents, such as "quick meals" "kids room"
"rainy day activities".
 Creates a stronger online presence and will
help with brand recognition.
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32. 32

33. twitter
 Create a separate Twitter page for Blacksburg Romp n'
Roll with updates about classes, open gym, etc...
 Pictures of children during classes will be tweeted
regularly.
 Will allow the Blacksburg location to interact with
followers and members .
 Will help Romp n' Roll build relationships with current
members and potential members.
 Promote Twitter through Facebook group (433 likes)
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34. 34

35. facebook ads
 Create a side ad on Facebook pages.
 Allows Romp n' Roll to reach their specific
market.
 Blacksburg area
 Parents age 30-50
 With children ages 1-12
 Will only reach people who fit into the
demographic Romp n' Roll selects.
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36. facebook ads
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37. hootsuite
 Will help organize scheduled messaging of
both Facebook and Twitter.
 Analytics tracking of Romp n' Roll's
Facebook and Twitter pages.
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38. editing website
 Testimonials on the homepage
 Post Calendar for December and January
 Easy access to calendars and camp
schedules
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39. 39

40. Website Changes
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41. YouTube
 Promotional video
 Shows the different activities and classes that children
participate in at Romp n' Roll.
 Targeted towards potential consumers who are already
researching Romp n' Roll.
 Other videos will be used to show parents what their
children are really doing and learning at Romp n' Roll
classes.
 Move consumers from awareness to trial.
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42. 42

43. additional recommendations
 Blacksburg Merchant Association
 Paired Promotions (sponsorships)
 Piccolini Kids clothing and accessories
 Imaginations Toys and Furniture
 VT Faculty Day
 Advertisements at Local Pediatrics and Dentist
offices
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44. Blacksburg Downtown Merchant Association
 Will list Romp n' Roll in Downtown Blacksburg
Shopping, Dining, and Service guide.
 Romp n' Roll would be able to participate in
corporate advertising opportunities .
 Will receive email blast about promotions and
events.
 Will receive official Blacksburg Merchant
Association card and decal.
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45. paired promotions
 Would include:
 Allowing Piccolini and Imaginations to have booths
set up at VT faculty day to promote and sell their
items.
 In return Romp n' Roll would advertise in these
businesses.
 Place flyers, pamphlets and gift baskets in these
stores.
 Romp n' Roll is current selling gift baskets at
Piccolini stores during the holidays,but we suggest
they expand to other businesses.
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46. VT Faculty Day
 A day that Virginia Tech Faculty can bring their children
to Romp n' Roll for a free trial.
 Date: February 9th
 Beginning of the year and the semester so people are more likely to
sign up for new activities during this period
 The goal of this promotion is to allow VT faculty to
experience the class for the first time and enroll their
kids.
 Flyers will be located downtown.
 Offer 15% off membership fees if enrolled before March
1st.
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47. 47

48. advertisements at pediatrics and dentists
 Talked to NRV Pediatrics about placing ads
in waiting rooms.
 Free place to advertise
 Place flyers and pamphlets in waiting rooms
at pediatricians and dentists.
 Goal is to reach out to parents of young
children.
 Utilize the trusting relationship parents have
with their child's doctor.
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49. creative feedback - moms
What does the ad say about the product?
“That it’s fun and educational at the same time. That it makes life easier for
moms. Gives moms a break.”
What is the best part of this ad?
"Good range of ages between the kids."
What is the worst part of this ad?
"Show more parent interaction. Some parents want to stay, or have kids
that won't stay alone. Show art. It makes it seem less like a day care."
Does this ad stand out from the competitors?
"The only alternative is the gymnastic center, but it focuses equally on play
and art and other fun things."
Would this ad motivate you to purchase?
"Yea, totally!"
What is your final impression of this ad?
"Think we did a good job, like the split screens between what the moms
are doing while the kids are at romp n roll." 49

50. creative feedback - employees
What do the ads say about the product?
You're getting a quality learning experience for your child
What is the best part of these ads?
They're catchy, and attention grabbing
What is the worst part of these ads? Suggestions?
Nothing, very creative
Suggestions: make a print ad with parent interaction
Do these ads stand out from the competitors?
Yes, especially from some of the other Romp n’ Roll ads as well as competitors.
Stands out more than Gymboree because of the structure, art, and music. Going to
show that we go a step further.
Would these ads motivate you to purchase?
Yes, it would motivate me to purchase.
What was your final impression of these ads
It encourages parents to think about his option for their kids and if they're looking for
a good entertaining and educational outlet for their kids then this is a great option for
them.
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51. media plan
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52. timeline
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56. 56

57. budget plan
Item Amount
Facebook Ads 1000 clicks $880
Merchant Fees $225
Collegiate Times $375
Bus Ad (external) $435
Postcards (10,000) $243
VT Faculty Day $200
Hootsuite $120 ($7.99/mo)
The Burgs (quarterly) $800 (200 x 4)
Refrigerator Magnets (250) $51
Total $3,329
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58. appendices
Barnett, Michael. "RompnRollKids." Twitter. Romp n' Roll, n.d. Web. 10 Nov. 2012.
<http://twitter.com/RompnRollKids>.
"Child Development Center for Learning and Research." Virginia Tech - Department of Human
Development, n.d. Web. 10 Nov, 2012. <www.humandevelopment.vt.edu/cdclr.html>.
"Community Center." Town of Blacksburg - A Special Place. Town of Blacksburg, n.d. Web. 10 Nov. 2012.
<http://blacksburg.gov/Index.aspx?page=580>.
"Customer Magnet Printing Services." PsPrint - A Deluxe Company. N.p., n.d. Web. 11 Nov. 2012.
<http://www.psprint.com/magnets>.
"Fun Kids' Classes, Camps, and Birthday Parties at Romp n' Roll Blacksburg." Romp n' Roll. N.p., n.d.
Web. 10 Nov. 2012. <http://rompnroll.com/blacksburg>.
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59. appendices
"It's on your way, it's where you're going." Downtownblacksburg.com. Downtown Blacksburg, Inc., n.d.
Web. 10 Nov. 2012. <http://www.downtownblacksburg.com>.
"Product Pricing - GotPrint." Product Pricing - GotPrint. N.p., n.d. Web. 11 Nov. 2012.
<http://gotprint.net/g/pricing.do>.
"Romp n' Roll of Blacksburg - Blacksburg, Va - Music Lessons & Instruction, Art School." Facebook.
Romp n' Roll, n.d. Web. 10 Nov. 2012. <http://facebook.com/rompnroll.blacksburg>.
"Romp n' Roll." YouTube. Youtube, n.d. Web. 10 Nov. 2012.
<http://www.youtube.com/user/rompyrocks?feature=watch>.
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60. Pictures:
Cavuto-Boyle, Katie. "Healthy Eats - Food Network Healthy Living Blog." Food Labeling 101:
Understanding Label Claims. Food Network, 4 Mar. 2012. Web. 11 Nov. 2012.
<http://blog.foodnetwork.com/healthyeats/2012/03/04/food-labeling-101-marketing-claims/>.
Connie. "Last Week's Success Stories! Woman Reading a Book at Home." Back to Basics. 8basics.com,
18 Jan. 2012. Web. 10 Nov. 2012.<http://8basics.com/blog/last-weeks-success-stories/attachment/woman-
reading-a-book-at-home-2>.
"Exercise Program Using the Treadmill." Exercise and Fitness. N.p., 5 Mar. 2012. Web. 11 Nov. 2012.
<http://www.amazingfitnesstips.com/exercise-program-using-the-treadmill>.
"Market Research Insight." Hunting and Gathering at the Supermarket: Made More Enjoyable and Meaningful.
N.p,16 Aug. 2012. Web. 11 Nov. 2012.
<http://mri-zp.blogspot.com/2012/08/hunting-and-gathering-at-supermarket.html>.
"Woman Grocery Shopping in Frozen Food Section." Profimedia. N.p., 29 July 2008. Web. 12 Nov. 2012.
<http://www.profimedia.si/picture/woman-grocery-shopping-in-frozen-food-section/0012770359/>.
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