Marketing strategy2012 - 2013

Main objectives● Increase the number of clients

● Increase the company's profit oGymboland, Bombonica, Boats, Kiddy Rides

● Create a new profit opportunity - charge companies in exchange for promotion packages at Gymboland special events

Secondary objectives ● Gymboland - recognized brand image

● Increase customer loyalty

● Be the first place to choose in terms of playgrounds

Customer insight - "Gymboland is the playground where nice things happen"

● Increase the time spent by kids in Gymboland

MKT Strategy - How to do it?

● Corporate identity o 2 permanent mascotso same message on all banners - leading kids to

creativity, learning, curiosity ● Partnerships with institutions that

send the same messageo museums, theatres, schools, private

kindergardens● Partnerships with

food&beverages/sweets

MKT Strategy - How to do it?● Events on our national and other nations

holidays o1 December, Saint Nicholas, Christmas, 1

March

● Gymboland's specials - special events for kids and parents oFootball day - we transmit the football

games on the outside plasma for fatherso"Be beautiful" day - mothers do their nails,

read a magazine and drink a coffee outside the playground for free

● Have a permanent online presence

Increase the number of clients/profit

●Bring new clients in the playground using events - give branded balloons and discount cards at every event

●New business - make an offer to corporations as a human resources initiativeoparties for employees' childrenoa pack of subscriptions at Gymboland for all

their staff

Increase the number of clients/profit

●Permanent program of creative workshops

●Movie day - partnership with Cinema City/6D

oMake a cinema corner with cartoons in the playground - kids stay longer in Gymboland, parents can go to movies - we gain clients that come at Cinema City

oSell a ticket for Gymboland and a cinema movie ticket as a discount pack/offer

Create a brand image●Mascots - first only Pogonicii and Tontoneloafter 3 months, make and sell monthly

collections of mascots - e.g. GymboFarm, GymboChristmas in order to create a need to collect - loyalty towards the playground that has toys to sell

●Make events with visibility - outside the playgroundowe have to gain the attention of outside

potential clients. The usual ones leave their kids and come only if needed; they don't notice all our inside activities

Create a brand image●Advertise events

opress releases o facebook - presence on pages for

kids/mothersoemail invitations (using the email database of

our net provider partner)oAFI's newsletteroblogsomagazinesoother sites

EventsProgram and partnerships

Halloween31 October - 4 November

Events - Halloween - 31 Oct - 4 Nov●Wheel of surprises - we spin the wheel

and we find out who will take care of us - the fairy or the witch?

We create 2 teams - "Pogonicii vs. Faur the dragon" / pink vs blue bracelets

●Team games - competition Pogonicii vs Faur the dragon - all the game winners get a gift from partners

●Dance show & branded balloons- dancers dressed as witches perform around the playground and at the boats

Events - Halloween - 31 Oct - 4 Nov

●Inside activities ocostume contestopaint clay pumpkinsodecorate witches hatsomake magic sticks

●Free facepainting all dayoAnimators - 1 fairy, 1 witch

●Free modeled balloonsoAnimators - 1 pumpkin

Events - Halloween - 31 Oct - 4 Nov●Costume contest - last day of event

●Trick or treat at our partners - at the costume contest we select kids&parents to trick or treat in AFI stores

●Funny raffle - "Nu mi-e frica de Baubau" - they receive a lamp/flashlight/candle to stop being afraid of darkness

●Gifts - kids leave the playground with hats, clay pumpkins, balloons, phosphorescent bracelets, candies - visibility in AFI, on street

Events - Halloween - 31 Oct - 4 Nov●Gift for mothers - "Between 12 - 16 o'clock you can bring your child at Gymboland and also receive a Halloween nails model, a cup of coffee and a nice magazine."

●We start developing a trend for mothers - they can have a nice time while their child is happy in Gymboland

●We add vouchers from other shops/ restaurants/ hair salon/ magazines etc.

Message - banner"On Halloween, Gymboland challenges you to dance with the witches, to trick or treat and to discover a lot of tricky candies. During 31 Oct. and 4 Nov. you'll be surrounded by princesses, magic pumpkins and playful witches.Don't miss the chance for your kid to have the experience of his childhood in the land of fantasy."

Event program - Halloween Wed. Thu. Fri Sat. Sun.

16-18 Pictam dovlecei fermecati

Decoram cu manutele noastre

Nasul vrajitoarei

Descurcam panza de paianjen

Spargem baloanele surpriza

18-19 Intrecerea paianjeneilor

Cautam viermisorul ratacit

Fugim de Casper fantomul

Fugarim ochisorii alunecosi

Baba-oarba cu Mumia Igienica

19-19.30

Spectacol Dansul Vrajitoarelor

Concurs de costume

20-20.30

Tombola "Nu mi-e frica de Baubau"

Trick or treat - vanatoarea de cadouri

3 Years of Gymboland10 - 12 November

DAY 1 - The day of good deeds●Pinata

owe hang a big branded Pinata above the rink - full of candies, balloons, confetti

●Mood ringsoKids receive a mood ring at the entrance

and they are invited to play team games (red/blue/green team)

oThe most playful ring receives a gift from Gymboland

●Free portraits/pictures with our animators & charityoa portrait artist and a photographer make

portraits/photos outside the playground for 3 hours

oeach piece costs 5 lei, money that will be given to charity

●Drawing workshopo for another 1 hour, the portrait artist shows

how he is drawing●Drawing contest with gifts from partners

●Origami demonstration&workshop - we make our own handmade logo from paper

http://artyulia.com/index.php/Illustration

DAY 1 - The day of good deeds

●Start a humanitary fund raise - "If you want a portrait please donate 5 lei for Salvati Copiii"

●Small pinata - one smaller pinata in the playground to grow the excitement for the bigger one

●Team games created by Gymboland

DAY 2 - Magic balloons&rings day●A world of balloons

owe fill the playground with balloons to create a fairytale atmosphere

●The alphabet made by balloonso In front of the playground, every kid

receives his initial name letter made from balloons

oKids are encouraged to play with their initials and create words

●Skating show before smashing the pinata

●Raffle for all the spectators - prizes from partners

●Pinata moment&give free branded balloons

DAY 2 - Magic balloons&rings day

●Name horoscopeoEach kid receives a card with their name

horoscope●Contest

oGymboland gives prizes to the most creative kids

●Mood ringsoKids receive a mood ring at the entrance

and they are invited to play team games (red/blue/green team)

oThe most playful ring receives a gift from Gymboland

DAY 2 - Magic balloons&rings day

●Soap bubble showoAfter the contest, the playground will be

surrounded by soap bubbles●Skating show before smashing the pinata

●Raffle for all the spectators - prizes from partners

●Pinata moment&give free branded balloons

DAY 2 - Magic balloons&rings day

●Vouchers - "If you get in the playground today, you pay 50% less for entrance in Gymboland + 1 juice next time"

●3 years of Gymbo celebration- we unveil our new handmade Logo - frame&post it outside the playground, while sharing champaign

Gifts&Sweets Expo30 November - 2 December

Partners - Newexpo and AFI

Proposal●We close a partnership with Newexpo, a company specialized in events for malls

●Newexpo provides:oexhibitorsoanimatorsodance & singing show - Flamencooworkshops - origamiopuppet showomedia exposure - 3 press releases, outdoor

& web banners, flyers, ads in magazines like "Zile si nopti", "Oferte speciale", 7000 online invitations, promotion on 40 sites

Event plan - 31 noi. - 2 dec.

●3 days of Gifts and sweets Expo - Newexpo

●Gymboland o "Business School for kids" workshop -

Nextsteve - www.nextsteve.rooOrigami workshop - made by newexpo oPuppets play - made by newexpooStorytelling - we read traditonal tales and

discuss about them, then we draw the imagesoStart of "Letter for Santa" Gymboland

campaign - we collect letters for Santa; the best letter wins a gift

●I'st of december - National Day at GymbolandoGymbolands parade - Animals paradeoTraditional dance show and lesson oFashion parade - surrounding the playground

Event program30 November 1 December 2 December

Gifts and sweets Expo

Origami workshop

Business school for kids

Animals Parade Interactive games

Write letters for Santa

Fashion Parade Puppet show

Storytelling Traditional dance show

Flamenco show - dance & singing

Saint Nicholas - Gifts in boots day

6 December

Message - "Bring your booties at Gymboland and Saint Nicholas will fill them with gifts"

Event plan●Christmas tree - We put a natural fir tree in front of the playground that will be decorated by kids that enter in Gymboland

●Fund raise for Salvati copiii - partnership with ING bank

●Branded christmas decorations - we sell ornaments for 5 lei and donate the money

●Free photos - parents receive a free photo of their kid decorating the tree

●Gifts in boots - every kid receives a present from Gymboland and partners

Christmas at Gymboland

24 - 26 December

Message - "For 3 days Santa is busy at Gymboland! Come at us until he runs out of gifts!"

Event plan●Santa gives presents after you tell him a poem

●Carols show - we light up the christmas tree while singing carols along with a chorus

●Charity event - Salvati copiii o"Gymboland is a part of their life too"

campaign for needy childrenowe make a party for 20 childrenowe donate the money raised from 6 to 24

of December

Event plan●Corporate party - we make a special christmas party offer for Real/ AFI/ Orange etc.

●Gymboland's offer o3 hours of Christmas Joy at GymbolandoAnimators - Santa, Fairy, reindeeroFacehole decor for kids - one picture looking

like a reindeero Juice and a bag of candiesoGifts from partnersoSanta can also give the kids gifts from their

parents

Event plan●Wheel of surprises ●Games ●Christmas workshops - create handmade iceflakes, ornaments, greeting cards

●Storytelling - role play on the story of christmas with animators and kids

New year's eve for kids31 December

Event plan●Special Party at Gymboland

oDress code - boys receive a bow, girls a tiara

oBalloons - release a shower of balloons over the entire playground

oMagicianoChampaignoFortune cookiesoFacepaintingoFireworks