Tyler Solsaa and David Weston

REC 415

Marketing Plan

Fitness Rox Marketing Plan Page 1

Mission Statement

The popularity of the Saint Cloud Rox gets stronger everyday thanks to the diverse communities, cultures,

talents, and different perspectives that our fans bring to Central Minnesota. Every person has the same

opportunity and right to feel proud about being part of the Rox community. Our mission is to connect with

different communities and build relationships along with the promotion and partnership of health and

fitness provided by Fitness Evolution. Fitness Rox will commit to each individual and make sure they feel

welcomed to be part of this annual event.

What is Fitness Rox?

Fitness Rox is a combination of the Saint Cloud Rox and Fitness Evolution – Sartell along with local

organizations and sponsors partnering to promote one another and active lifestyles in a one day community

event. The Saint Cloud Rox baseball team will be in attendance on this day to meet fans, sign autographs, give fitness and baseball instructions all while promoting the team, and gaining a stronger fan base by interacting with

the surrounding communities. Summer on the horizon this is a great time for any fitness center to push for

memberships since more and more people use the outdoors for exercise than fitness facilities.

The need for youth sports events is confirmed and highlighted by information that attributes long-term value to participants in these programs. Numerous studies showcase the direct value of youth participation in

sports. These studies indicate a direct correlation demonstrating that involvement in sports results in reducing the potential to become involved in drugs, sex, crime, and gang-related behaviors. Studies indicate the economic,

social and personal value of "investing" in the lives of children in a positive and constructive manner avoids the

social and penal system costs that may later result. To meet this growing need, Fitness Rox offers an experience that serves as a personal "fitness reference" for participants throughout their lives.

Fitness Rox aims to offer a unique experience for children that want to to have an enjoyable fitness

experience. All children who attend can participate in one or more various fitness and baseball activities offered.

Their participation is not dependent upon their previous experience, skill level, or athletic ability. Every child is

encouraged to participate. The overall quality of the Fitness Rox experience we offer cannot be matched within

our market. Fitness Rox was created to provide a cherished childhood memory for each participant.

Fitness Rox Marketing Plan Page 2

Where is Fitness Rox?

Fitness Rox will take place at two facilities. The event will begin at the Fitness Evolution tennis bubble where children will take part in various fitness and baseball instructions while their parents will have the

opportunity to visit with representatives from sponsoring agencies as well as St. Cloud Rox and Fitness Evolution

management regarding future events. This portion of the event runs from 11:00 a.m. and goes until 3:00 p.m.

Followed by activities at the tennis bubble, all who attend will receive a free ticket to the Rox game later that night against the Kenosha Kingfish. Children who attended the event will be given the opportunity to take

part in the pre-game picnic, where healthy snacks and refreshments will be provided. After that, all children who attended Fitness Rox will have the chance to warm up with the players prior to the game, playing catch on the

field and running the bases following the game.

When is Fitness Rox?

Fitness Rox is a one day event that will take place Saturday, June 14th 2014 in conjunction with the St.

Cloud Rox home game against the Kenosha Kingfish. The event begins at 11:00 a.m. and concludes with post -game activities. If inclement weather prevents the event to be cancelled the make-up date will be Sunday, June 15th

Fitness Evolution – Sartell Joe Faber Field

VS.

Fitness Rox Marketing Plan Page 3

Market Summary

94% of central Minnesota believes the Rox are an important part of the community.

o This statistic was our key initiative in starting this event.

92% believe that the Rox corporate partners are strong supporters of the community. o While searching for partners, Fitness Evolution and its facilities and core values stood out

among other options for hosting this event.

93% say that promotions are fun and entertaining o This provided insight for creating a family friendly community event.

96% say Rox games are a great place to bring a family.

o The Rox are known for their generous promotions and giveaways. We came up with many ideas

based off the interests of Rox fans.

The highest percentage of Rox fans fall between the ages of 31-45. This age group also earns the highest

annual household income. This age group is the most likely to have families with young children, who are

looking for affordable family entertainment.

Based off of these statistics it is very evident that Rox fans are very committed to the St. Cloud Rox

organization and very appreciative of all they do for the community. We have created Fitness Rox with the Rox

fans in mind and have geared this event towards their lifestyles.

Fitness Rox Marketing Plan Page 4

Target Markets

The target market for Fitness Rox will be youth between the ages of 5 and 18 who have some interest in

participating in competitive sports as well as their parents or guardians. This may be their first organized sports

experience, and Fitness Rox strives to make it the most positive and successful experience possible. Another area

of the target market focuses on addressing the growing interest and demands for outdoor and indoor fitness

facilities and activities. Our primary audience includes avid Rox fans, people who attend Rox games, young

families in central Minnesota that have a strong belief in the importance of active lifestyles.

Strategy Pyramid

Fitness Rox will focus on achieving success in these four basic areas with the resources available to our

event:

Distribut ion Strategy

A wholesome, safe, and value orientated atmosphere in which participants learn

sportsmanship and fitness skills.

Equal opportunity to participate, regardless of skill level.

An outlet for youthful energy.

A broad vareity of fintess and sports expereinces to futher develop self-esteem and personal

confidence.

Fitness Rox Marketing Plan Page 5

Fitness Rox will be marketed through local organizations as well as at Joe Faber Field and Fitness

Evolution – Sartell. Fitness Rox obtained much of its information about overall market trends in central

Minnesota through surveys conducted at St. Cloud Rox games and Fitness Evolution. Fitness Rox also contacted

all members of the Rox Kid’s Club in hopes of reaching the market with the highest potential interest in this

event.

The distrubtion for this event will take place across several mediums. During Rox games this event will

be broadcast via in game announcements as well as flyers and posters located throughout the stadium in the

games leading up to the event. There will also be information regarding this event at the Fitness Evolution, where

the event will take place. There will be posts/statuses put up in the weeks leading up to the event on the St.

Cloud Rox and Fitness Evolution social media pages. This event is being sponsored by local radio stations and

they will also serve as a distribution channel for promoting this event.

During Rox games fans will have the opportunity to win tickets to the event through in game

promotions. There will also be posters set up throughout the stadium and one billboard to be shown for a period

of week on Veteran’s Drive. There will be radio ads featuring current Rox players encouraging the community to

come out and take part in the event. There will also be discounted tickets available for purchase at local grocery

stores and restaurants.

In inclusion, Fitness Rox hopes to flourish via social media promotion and by providing the most unique

and creative promotions and merchandise giveaways. Fitness Rox plans to monitor and maintain powerful

connections with local organizations and families.

Promot ional Strategy

Fitness Rox will communicate with potential clients and sponsors about this event in several different

ways. Information regarding Fitness Rox—the event as well as its sponsoring agencies—is available via the Fitness

Fitness Rox Marketing Plan Page 6

Evolution and St. Cloud Rox social media pages, direct mailings, and in person at Fitness Evolution and the Rox

business office.

Fitness Rox will rely heavily on personal promotion to get in touch with Rox fans and those interested to

establish event credibility. This type of promotion, whether in-person or by phone, helps better deliver the Fitness

Rox mission, demonstrate the event unique qualities, and interact with potential Fitness Rox goers. Fitness

Evolution and St. Cloud Rox staff will be available at Fitness Evolution and Joe Faber Field to provide event

information on the features of Fitness Rox.

Unique promotion techniques that require little funding and a lot of creativity also lend themselves

perfectly to Fitness Rox. Because Fitness Rox is a new event, it is very important for sponsoring organizations to

effectively and efficiently promote the event’s activities and goals to the target market. Fitness Rox can quickly

implement ideas such as distributing flyers and brochures to Fitness Evolution and Rox game goers.

During the weeks following up to Fitness Rox, the sponsoring agencies plan to take part in the following

promotion efforts:

• Create a Fitness Rox Tour, in which St. Cloud Rox players and Fitness Evolution employees visit area

elementary schools and Boys & Girls Club’s to spread information promoting Fitness Rox and the

importance of healthy lifestyles.

• Conducting in-game promotions during St. Cloud Rox games, giving away Fitness Rox water bottles,

Frisbees and t-shirts.

• Holding a Fitness Rox design contest, selecting a winning logo and motto to be used in future Fitness

Rox event.