You are on page 1of 52

1

Why do you train?
COMMS 485
Meredith Francom
Megan Staufer
Benjamin Lopez
Bri Hintze
Jared Gay
Amber Singh
2 3
Table of Contents
Executive Summary........ 4
Research........ 6
SWOT Analysis........ 20
Situation Analysis and Core Problem Statement........ 22
Goals and Objectives........ 24
Publics........ 26
Messages, Strategies and Tactics........ 28
Evaluation, Criteria, and Tools........ 42
Calender and Budget........ 44
Communication Confrmation Table........ 46
Communication Products........ 48
Index........ 82
A communications plan to fll daytime
classes for Velocity Sports Performance.
4 5
Executive
Summary
Executive Summary
Problem and Purpose
Velocity Sports Performance changed locations in early 2013. Te new location ofers new op-
portunities to increase clientele. Currently, VSP ofers classes to children in the afernoon and to
adults in the early morning and evening. In order to guarantee proftability, VSP needs to in-
crease its adult clientele during daytime hours.
Conclusions
Analysis of the Northern Utah County ftness industry led to the conclusion that Velocity Sports
Performance has the potential to increase its clientele by focusing on three groups:

Overweight men and women in Northern Utah County or within a 10 mile radius of the
new facility.
Parents of current VSP child-athlete members with a particular focus on mothers

Recreationally competitive athletes
Recommendations
Afer careful consideration of each potential public’s demographic data, personal interests and
list of infuencers the following are recommended ways to reach them.
A “Get Fit” event based on the hit show Te Biggest Loser
Booths at the Women’s Expo and the Men’s Expo

Social media and email messages
Motivational posters and informational brochures
6 7
Research
Research
Introduction
Introduction
You, Velocity Sports Performance (VSP), stated in an email that your goal is to create a solid,
income generating foundation at the new facility with adult clients who consistently come/pay
month-to-month. Tis section explores the local gym industry, the VSP business model and po-
tential clients and their work out habits. Te results of two focus groups are also included.
Velocity Sports Performance Situation
Currently, VSP’s main clientele includes children age 8 to 19—with a particular focus on high
school athletes looking to excel or move up to the college level and pre-teen children looking to
improve so they can play on high school teams.
According to video endorsements on the VSP website parents feel positively toward VSP
because the coaches are highly qualifed. Satisfed students are used in marketing to encourage
others to join. Te majority of endorsements are provided by children.
Here is an example of what student athletes are saying:
“I’ve been coming to Velocity Sports Performance for their sports training program for close
to two months now. Tings like prehab and working the hips and hamstrings were new to a vol-
leyball player like me. By working the right muscles and learning the correct techniques, I was
able to expand my knowledge of injury prevention. Tis program is great, and I highly recom-
mend it to younger athletes.” - Taeko
Here is an example of what adults are saying:
“I recently moved back to Utah afer living in California for a year and had been going to
Team Quest in Temecula, California for MMA. When I checked out gyms in Utah County &
South Salt Lake County, I decided to check out Velocity Sports Performance. Although it is NOT
an MMA gym, the work outs are intense.” -Jesse
VSP has been recognized for their knowledgeable and efective coaching staf and their ef-
fective workouts which build ability and confdence in their clients. Teir limited hours of avail-
ability for working adults are an opportunity for improvement. Te following review illustrates
the point that fnding a convenient time to work out at VSP during the day is a typical problem
for most adults with jobs. Jess continued, “I really enjoy coming to Velocity, but can’t wait for a
more fexible schedule because right now, it’s either early, late or during lunch. I highly recom-
mend it.”
8 9
Exercise Statistics
According to the Bureau of Labor Statistics, 18% of people over the age of 15 living in Utah are
likely to exercise daily—that’s almost 65,000 people in Utah County (2010 census). Te num-
ber of participants in the national study make the results generally applicable across the United
States, and therefore to potential VSP customers living in Northern Utah County.
Te BLS also noted that people with higher levels of education are more likely to participate
in sports and exercise than their less educated counterparts. Tose with a bachelor’s degree over
the age of 25 are twice as likely to exercise daily as those with a high school diploma or less.
Research
Among those surveyed by the BLS, men were as likely as women to exercise alone. Women
were more likely to engage in sports activity with family, and men were more likely to engage
with friends. In terms of work out duration, the majority of those surveyed, 29%, exercise for 30
to 59 minutes. However, this is followed closely by 25% of those surveyed preferring a time peri-
od of sixty to ninety minutes.
Research
10 11
Among those 15 and older, walking was the most popular exercise with 30% participating.
Tis was followed by weightlifing and using cardiovascular equipment. Men were slightly more
likely than women to exercise daily. However, work out activity preferences difered greatly with
men preferring activities like football, basketball and soccer and women dominating exercises
like yoga and aerobics. Tis is relevant to VSP, in that it validates some current business practic-
es, while exposing other ftness opportunities for other demographic groups.
Research
Activity preference also varies by age. Basketball, football, soccer and baseball were over-
whelmingly preferred by those under 24, while running, hiking and weightlifing are dominated
by the 25 to 54 crowd. Tose over age 55 were the most predominant at walking and golf. Rac-
quet sports were equal among all age groups. Tese age trends illustrate opportunities for adults
in the area of basic ftness without reference to a specifc sport.
Making time to exercise can be a challenge for working adults age 25 to 45. Te following chart
illustrates the hours working adults prefer to exercise. Tis chart is especially relevant to VSP
which is trying to expand hours for its adult clientele. As shown, working adults prefer to work
out early morning before work, around 6 a.m., and afer regular work hours between 4 and 8
p.m. Tis could be a potential threat to VSP’s goal to increase membership and class attendance
during the work day.
Overweight Adults in Utah
As shown by the chart below, the overweight population in Utah has continually increased over
the last decade. Tis population needs to get ft and they need help to do it. Tis represents a
signifcant opportunity to VSP and a currently untapped market. Tis group of people mainly
consists of men over the age of 25 who live in Utah County. Tey are interested in losing weight
for health reasons and appearance.
Research
12 13
Women
A survey of 300 women between the ages of 18 and 60 conducted by research gian SurveyMon-
key illustrated the majority (37%) said they exercise one to two days a week (survey monkey).
Tirty percent said they worked out three to four times a week. Of those surveyed, nearly half
said they preferred to exercise outside. Only 32% are current gym members. Te most popular
exercise activity was walking.
Tose who attended ftness classes had a variety of preferences. Te following word cloud
illustrates class preferences in terms of size—the bigger the word, the more popular the class.

Tere are approximately 156,000 women living in Utah County over the age of 19. Tis
large group is mostly untapped by VSP and presents an opportunity for business growth because
of their daytime availability and their desire to look good.
Research
Communication Environment
VSP has Facebook and Twitter accounts. However, both are extremely underutilized for the
American Fork location. Tere is a lot of opportunity for connecting on a local level through
social media. Corporate VSP has a large YouTube data-base with the highest amount of views
(31,709) going to a video about NFL athletes training at VSP. Teir biggest target for YouTube is
defnitely current athletes—specifcally football players. Te American Fork VSP does not have
its own YouTube presence.
Te New York location is a good example of how to run a local VSP social media cam-
paign. Teir use of a gym-specifc app, in addition to social media use, is a great model for the
American Fork gym. Gold’s Gym has a Provo Facebook page with a bit more engagement and
a series of workout videos on YouTube that actually don’t seem to be as successful as the VSP
channel. Additionally, the link for the VSP, Lehi location’s website is broken. It would be helpful
to repair the 404 error and redirect any old Lehi queries to the new location.
Industry Competition
One of the challenges for VSP is potential competition with other local gyms and ftness trainers.
Places like Cross Fit and Gold’s Gym are visible and accessible because of multiple locations.
Cross Fit
Cross Fit describes its strength and conditioning program as “constantly varied, high intensity,
functional movement.”Workouts are typically short—20 minutes or less—and intense, demand-
ing all-out physical exertion. Tey combine movements such as sprinting, rowing, jumping rope,
climbing rope, fipping tires, weightlifing, carrying heavy objects, and many bodyweight exer-
cises; equipment used includes barbells, dumbbells, gymnastics rings, pull-up bars, kettle bells,
medicine balls, and boxes for box jumps.
Tese elements are mixed in numerous combinations to form prescribed “Workouts of the
Day” or “WODs.” Hour-long classes at afliated gyms, or “boxes,” typically include a warm-up, a
skill development segment, the high-intensity WOD, and a period of individual or group stretch-
ing. Performance on each WOD is ofen scored and/or ranked to encourage competition and to
track individual progress. Some afliates ofer additional classes, such as Olympic weightlifing,
which are not centered around a WOD.
Due to the nature of most of the workouts, particularly the tendency to put a focus on com-
pleting circuits as fast as possible, proper exercise form can be ignored. When that happens, inju-
ry becomes extremely likely. Anecdotally, it seems like a lot of the Cross Fit participants sufer
signifcantly more injuries than most weightlifers.
Research
14 15
Another concern is the recommendation that people perform the WODs posted on the main
Cross Fit website on a regular basis unsupervised, despite individual ftness level. Some boxes
don’t advocate that practice, and instead create custom scaled programming for each individual.
However, custom work outs are not approved by corporate Cross Fit.
Lastly, there seems to be a serious cult attitude surrounding some areas of Cross Fit. Te
trainer that runs a local box has other education and certifcation but confessed to needing to be
discreet about any modifcations or scaling he uses, because the corporate ofce comes down on
trainers who have voiced concerns about the program in the past. One person even described
their experiences with Cross Fit by calling it “the Scientology of ftness.”
Te largest problems with Cross Fit seem to stem primarily from the capabilities, or lack
thereof, of the trainers at the facility you attend. Unless you’re already at a fairly high level of
ftness, attempting to follow the Cross Fit program straight of the main website without having
any guidance by a certifed trainer seems dangerous at best. Cross Fit’s one-size-fts-all approach
greatly difers from VSP’s careful attention to each client. Te cost of an unlimited membership
is $100 per month, compared to $65 at VSP. Overall, VSP provides a safer workout out at a better
price.
Personal Training
While there are several benefts to getting a personal trainer, the cost is still much higher than
VSP workouts. However, as VSP uses a coaching model clients are privy to many of the advan-
tages associated with a personal trainer without the limits.
Pros of Hiring a Fitness Trainer
Te most obvious beneft gained from hiring a personal ftness trainer is the trainer’s specifc
knowledge and expertise about health, ftness, nutrition and mental well-being. However, it may
be a challenge to fnd a personal ftness trainer that is well-versed in all of the aspects associated
with good health. Personal ftness trainers are just like any other service-oriented profession (i.e.
real estate agent, doctor, accountant etc.); it is typical to cycle through a few until the ideal train-
er is found. A trainer will be able to provide expert knowledge related specifcally to each specifc
body type and each individual’s ftness goals.
A personal ftness trainer will be able to maximize results and minimize workout. A personal
trainer will be able to periodically modify workout routines to ensure a continual state of devel-
opment. Personal trainers are also great a motivating clients and holding them accountable.
Cons of Hiring a Fitness Trainer
One of the disadvantages associated with personal trainers is the cost of hiring one. Most con-
Research Research
sumers perceive value and money as one. In order to fnd a personal ftness trainer that is qual-
ifed, knowledgeable in a large number of ftness and health topics, and someone consumers
feel comfortable with, they are going to have to make a fnancial investment. In this case people
believe they get what they pay for.
Another concern with hiring a personal ftness trainer is the difculty in accurately evaluat-
ing their level of knowledge, dedication and personal commitment afer one meeting. Tat being
said, it is a good idea to ask each potential personal trainer for a list of references including indi-
viduals they have train currently and in the past.
One reason for this level of caution is that there is an incredibly high turnover rate among ft-
ness trainers. In addition, many ftness trainers have no more than an average level of knowledge
regarding the human body and the specifcs of how it actually functions. Just because a ftness
trainer is certifed does not mean that they are competent in the feld of health and ftness. How-
ever, as VSP only highers credentialed coaches with extensive education and experience, cons
associated with trainers are not a concern.
Focus Groups
Part of our research to determine the current situation with VSP potential clients included two
focus groups. Women with young children under the age of thirty comprised the frst group.
Group two consisted of employees from the local company Orange Soda. Te following are
themes and suggestions covered by the focus group subjects.
Group 1 – Women under 30 with children
Going with someone makes a diference
Time commitment prevents them from going, but it also depends on the activity
Don’t want to pay the gym fee, might not use it, costs nothing to workout at home, fear of the
unknown
Women size each other up, uncomfortable with the environment - what to wear, self-con-
scious
Don’t want to take kids to a gym babysitter, fear of not knowing who watches your kids
Tere’s not a sport they would train for - general ftness is more important
Morning times are best, before the day starts; it’d be nice to exercise with your kids - no other
place does that
Medical facts about workouts for new mothers
Month-to-month membership is better than annual membership contract
Zumba has challenges for each time you go; encourages you, targeted to women (Zumba also
16 17
Research Research
includes recipes to eat healthier)
Ideal price for gym membership - around $20 per month
Summary: For VSP this means that women with young children are interested in working out
only if it is convenient to them and their childcare needs. As they don’t generally have a sport
they train for, they are interested in help with general ftness needs and getting back their pre-ba-
by body. However, they are self-conscious about working out around others who are ft.
Group 2 – Orange Soda employees
Currently part-time employees pay $20 per month for a Gold’s Gym membership; full-time
employees pay $9. Te amount is taken directly out of the employee’s paycheck so most don’t
even realize that they are paying it.
Focus group participants give exercise a high priority and use it as an activity to socialize with
friends and co-workers. Men usually workout three to six times each week, women, two to three
times per week.
All focus group participants workout at Gold’s Gym and one person works out at a class at
school.
Tey go to Gold’s because of convenience (proximity), friends, and work discount. It is the
best option in the area.
Men use weights as their primary method of exercise. One participant said 75% of his work
out is lifing.
Men also perform cross-ft/cardio, heavy training and plyometrics exercises.
Men feel that cardio takes too long but it is the most common method of exercise for women.
Personal motivations for participants include increased strength and low body fat.
Participants have recently participated in a company health competition for a t-shirt and
medal. A group of participants have a competition with friends to receive a cash prize.
Participants haven’t had good experiences with personal trainers in the past.
Tey feel that it would be just as efective to research what to do online and workout with a
friend of similar ability.
One participant said that he would be interested in working with a personal trainer if the pro-
grams were designed for specifc sports or to get specifc results.
Tey would also like the trainer to help with diet tips and guidelines.
Women are more open to receiving instruction from a personal trainer (preferably also a
woman) and believes it would help them be more accountable.
Most were not familiar with VSP and are not sure what they do.
Tey believe their work outs are similar to Cross Fit. Some like the group format of VSP be-
cause it would push them to work harder. Others are more recreational gym-ers and don’t fnd it
appealing to have a personal trainer.
Te most convenient and efective time to work out for full-time employees is lunch time, and
they limit their workout to one hour. Some would like to exercise longer. Part-time employees
usually attend the gym afer work.
Many don’t like Gold’s Gym because it is so busy and too many people work out there. Some
don’t mind the crowds but just want to be able to do their work out without others getting in the
way.
Positives about Gold’s Gym identifed by participants include high quality equipment (i.e.
treadmills and open space), cardio cinema and company discounted price.
An ideal gym for participants would include: cross-ft equipment, cables, and large amounts
of equipment (free weights and machines) so that there isn’t a wait, and open areas not taken by
classes for alternative workouts.
Participants would prefer having free weights and machines over having an open area. Addi-
tional wish list items include: racquetball and basketball courts, indoor track, child care, massag-
es.
Most participants would only pay for a personal trainer if it came with the membership and
wasn’t overpriced. One man said he would be willing to pay $30-$40 if it came with membership.
Consensus from other group members said no more than $30, but ideal would be $20.
In order to change gyms, focus group members said that the competing gym would have to
be on the same level in terms of quality of equipment, have a lot of weights and space, and be
cleaner. But the biggest factor would be a competitive price.
Approximately 75 percent of Orange Soda employees are under the age of 30 and just starting
out. Price is very important.
Summary: Employees of the businesses in the local business park are interested in working
out during the work day, this could represent an opportunity for VSP. Tis also represents a chal-
lenge as many employees already have gym memberships. However, many from this group are
interested in receiving further ftness and nutrition instruction that they aren’t currently getting
from their current gyms. Generally full-time employees prefer to exercise during their lunch
hour, part-time employees prefer afer work. Tis could work to VSP’s beneft as they have class-
es available at these times.
Disclaimer: Tese focus groups represent a small cross section of people and are by no means
meant to be exhaustive of completely representative.
Potential Public Profles
Women in Utah County
Tere are more than approximately 156,000 women over the age of 19 in Utah County. When
18 19
Research Research
it comes to working out, women worry about the environment in the gym and would rather have
the company of others they feel comfortable with so they don’t feel self-conscious. If they are
mothers, they may also have to take extra time to make childcare arrangements—limiting the
time available for working out. In general, women are very particular in their workouts and have
a harder time staying motivated to go on a consistent basis. Tey are motivated by the social as-
pect of working out, but intimidated by the way other women look. Tird-party infuentials may
include friends, spouses and family.
Working adults
Whether part-time or full-time, the adults working in the business park surrounding VSP are
career driven, focused employees. While several have gym memberships subsidized by their
employer they still may have difculty getting to the gym. Tis public is motivated to work out
because they want to lower their body fat. Tey like work out facilities with state-of-the-art
equipment, convenient locations and fair prices. Tey don’t like to feel crowded while working
out. Tey enjoy the social aspect of working out and are infuenced by their peers, family and
pop-culture icons.
Current Members
Velocity Sports Performance has a strong foundational base of clients with most consistent
members being school-age athletes from third grade and up. Tese current clients fll most
hours afer 4:00pm. Tis public is motivated by their personal aspirations in athletics and push-
ing themselves to the next level. Tird-party infuentials include parents, friends, coaches and
teammates. Te current adult clients can only make time to work out either before work hours,
during the lunch hours, or later afer work. Tese adults are limited to their time, and fll time
slots when they have an extra hour or two. Working adults are motivated by their own health
obligations and the time to clear their mind and not worry about work and personal responsibil-
ities. Teir third-party infuentials include their families, friends and coworkers.
Recreationally Competitive Athletes
Demographically speaking, people who participate recreationally in races are both male and fe-
male and any age. Tey may or may not have been athletes in the past, but they are dedicated to
becoming something. Whether they race for ftness or because they love their event, those who
are successful have a support network of friends and family who infuence them and help them
succeed. Tis safety net is imperative to training success. Tis group of people includes goal
setters who want to push themselves to improve. However, some may need an outside source
to help them along, whether it’s a training partner or a coach. Many members of this public see
training and racing as a social activity, and they enjoy the relationship building aspect of train-
ing. Most like to train early in the morning and on the weekends. Tey are motivated by a desire
to fnish the race. Some are motivated by a desire to win. Tose who want to focus on training
also like to include special diets along with supplements to increase performance. However,
many do not include training outside of their event. Tis could be an opportunity for VSP.
20 21
SWOT Analysis
SWOT Analysis
Threats:
VSP is perceived as a gym for children
Local business park employees already have memberships to Gold’s
Unknown among locals
Strengths:
Excellent, one-on-one coaching by qualifed staf
Low cost of membership that includes personal training
Open class times during the day
Women are more likely to join a class
Weaknesses:
Unique business model may not be understood
Underutilization of social media
Time slots available during working hours may not be amenable to working adults
Length of workout is perfect for those trying to squeeze in a workout during a lunch break and
an hour may be too long.
Opportunities
Increasing social media presence and connecting on a local level
Increasing adult membership among women who do not have jobs outside the home
Increasing awareness with recreational competitive athletes
Reaching out to the overweight residents in Northern Utah County
22 23
Situation Analysis
and
Core Problem
Statement
Situation Analysis
Situation Analysis
Velocity Sports Performance wants to create a solid, income generating foundation at the new
facility with adult clients who consistently come and pay month-to-month. Currently it ofers
classes early in the morning and later in the afernoon. Its main clientele consists of students.
VSP is interested in catering to more adults during the day—specifcally professionals who work
in the surrounding business parks. However, many of the local employees already have gym
memberships which are subsidized by their employer and have never used and may not be inter-
ested in using or paying for a personal trainer. Stay-at-home moms may also be a potential pub-
lic. However, as VSP does not ofer daycare, their attendance may also be prevented during the
day.
Te specifc nature of VSP work outs do not cater to people who do not have a sports mentali-
ty. However, the one-on-one attention provided by VSP coaches could be benefcial to those who
do not have past sports experience. Most people perceive VSP as a gym that caters to children
who play sports. If VSP can overcome this perception and raise the number of adult member-
ships, it will increase overall proftability.
Core Problem Statement
Velocity Sports Performance’s location change provides an opportunity to re-introduce the
work out facility to the public and increase its membership and day-time class attendance which
will ensure the proftability of facility and allow it to stay open.
24 25
Goals and
Objectives
Goals and Objectives
Goal:
Increase proftability of Velocity Sports Performance by flling its daytime class schedule.
Objectives:
Trough the following objectives we will increase the awareness of VSP’s new location and
increase their daytime clientele:
(1) Increase positive news coverage of VSP to 4 stories by February 14, 2014 in the Salt Lake
Tribune and Daily Herald.
(2) Increase adult membership by 20% by February 14, 2014.
(3) Increase awareness of facility to 60% within 10 miles of the new facility by February 14, 2014.
(4) Increase VSP AF website visitation by 30% by February 14, 2014.
(5) Increase the number of clients working out between 11 a.m. and 1 p.m. to 50 people by Sept.
15, 2013 and to 100 people by Feb. 14, 2014.
26 27
Publics
Publics
1. Overweight Men and Women
2. Mothers of young athletes
3. Recreational Competitive Athletes
28 29
Messages,
Strategies and
Tactics
Introduction
    Tis section highlights the groups we should target in order to raise awareness about VSP’s
new location and increase its daytime clientele.Tese groups include recreationally competitive
athletes, overweight men and women in Utah County, parents of children who are currently VSP
clients, local youth sports associations, stay-at-home mothers with older children, and employ-
ees of the surrounding business park businesses.
Messages, Strategies and Tactics
Introduction
30 31
Messages, Strategies and Tactics
Public 1:
Overweight Men
and Women
Strategies and Tactics
Overweight Men and Women
Overweight Men and Women
Tis public will consist of men and women over the age of 25 who live in Northern Utah County.
Tis public will be in the obese category of the universal BMI.
Self interests include losing weight, lowering health risks, gaining a lower BMI, getting stronger
and improving self confdence.
Message:
Every hot body starts at ground zero. It’s your turn. Get your sweat on.
Secondary:
To lose a pound of fat you have to burn 3,500 calories. Tat’s 500 calories per day for a week. Cir-
cuit training, like that done at VSP, burns 30 % more calories than a regular workout.
You can get your old body back. You don’t need more information, you need more sweat.
Maybe you exercise to tone your thighs, build your biceps, or fatten your belly. Or maybe you
work out to ward of the big killers like heart disease, diabetes, and cancer. But how about sweat-
ing to improve your mind? “Exercise is the single best thing you can do for your brain in terms
of mood, memory, and learning,” says Harvard Medical School psychiatrist John Ratey.
A study the Journal of the American Medical Association followed the exercise habits of over
34,000 women and concluded that it took about an hour a day of moderate (3 mph walking)
exercising to maintain weight.
A study cited in the Journal of Sports Science and Medicine demonstrated a 57 percent increase
in long-term ftness individuals who worked with a personal trainer. Te study attributed this
boost to improved attitudes among exercisers, compelling them to continue their workout pro-
grams beyond the 10-week testing period. By creating a comprehensive workout plan that suits
your ftness and bodily needs, a personal trainer can help you make exercise a long-term addi-
tion to your lifestyle. Tey also help prevent injury, motivate you and help keep you on track for
your personal ftness goals (livestrong.com).
32 33
Strategies and Tactics
Overweight Men and Women
Strategy 1:
Create awareness about the new location and available daytime hours by holding a weight loss
event for locals who have the desire to lose weight and get ft.
Tactics
Create classes that are tailored to overweight people (not the normal intensity classes for the
already-ft)
Have specifc times that these weight loss classes take place (adult day classes/
evening classes)
Advertise classes through posters and videos in high trafc areas such as grocery stores, malls
etc.
Strategy 2:
Persuade overweight men and women through events that VSP will help them with their
ftness goals.
Tactics
Advertise through posters and videos for this event at previously mentioned high trafc areas as
well as in local newspapers,
Bring in a celebrity trainer or well-known ftness advocate to publicize and
participate in the event
Invite people across Utah County for adequate competition
Ofer incentive for winners such as free Under Armour and Gatorade gear.  
Public 2:
Mothers of Young
Athletes
Messages, Strategies and Tactics
34 35
Mothers of young athletes
Mothers of young athletes are 35 to 55 years old and have a household income of $60,000 -
$90,000. Tey live within a 15-mile radius of VSP and are typically conservative and LDS.
Tis publics’ self interests include: physical attractiveness, health of self, spouse and children;
family togetherness; children’s education, success and happiness; time with friends; and time
with spouse.
Primary Message:
Get an athletic body and optimal health at VSP and motivate your children and spouse to do the
same.
Secondary Messages:
Increasing age makes sedentary people more prone to injury, stress, and disease.
Te mother’s example is the biggest factor (bigger than father’s example) in whether or not their
children exercise.
Other parents have used VSP and it has made a positive impact on their lives and on their entire
family’s lives.
Messages
Mothers of Young Athletes
Strategies and Tactics
Mothers of Young Athletes
Strategy 1:
Inform, educate, and entice mothers to join by utilizing their mommy friends on social me-
dia.
Tactics
Create informative VSP Facebook page for parents of young athletes
(Page will focus on two things: helping parents to know how to best help their young athlete, and
on helping parents to get in shape themselves.)
Semi-weekly posts will provide tips such as how to reduce risk of injury for mother’s young
athlete, pre-game meal ideas, and other parenting tips. It will also provide tips on how parents
can help themselves get in shape. It will also contain material such as health facts, inspirational
quotes, success stories, videos, and pictures)
(Te frst purpose of the facebook page is to attract mothers of athletes wanting guidence as well
as communication with other mothers. Te Second purpose is to convince these mothers get in
shape themselves and to get membership at VSP.)

Reach out by e-mail to top mommy and health bloggers in Utah, Wasatch, and Salt Lake coun-
ties and ofer two months of free training.
Strategy 2:
Motivate mothers to exercise with VSP by educating them of the positive infuence their exer-
cise habits can have on their children.

Tactics
Create a series of posters which portray sports and exercise as an opportunity for families to
bond.
All posters will end with slogan, “Will you take the challenge?”
Ideas for posters include:
Picture: young boy with black refection lines under his eyes next to his mom with black refec-
tion lines under her eyes. Both in football “hike” position looking at each other. Text: “Playing
catch with him could result in him fnally doing his science project. Are you ready for the chal-
lenge?”
36 37
Strategies and Tactics
Mothers of Young Athletes
Picture: A mother reading a novel at the kitchen table and her daughter sitting across from her,
texting. Text: Tey have the energy, you provide the example. Are you ready for the challenge?
Put up posters at velocity sports where mothers will see them while dropping of their children
(lobby, ofce, etc.)
Design brochure telling about how parents’ exercise can help motivate their children to choose
physical activity over digital activities and how it can bring their family closer together. Explain
how VSP can give parents optimal exercise.
Display brochure in front ofce of VSP and in local health clinics, and leave in mailboxes of
homes closest to VSP.
Strategy 3:
Utilize current VSP athletes to motivate their mothers to join VSP.
Tactics
Create leafet which gives 8 steps for getting mothers into better shape than they were in high
school

Provide 2, one-week-free, family passes, usable only by immediate family of young VSP mem-
bers

Attach the 2, one-week-free family passes to the leafets ands give to young VSP members afer
training class to give to their parents.
38 39
Messages, Strategies and Tactics
Public 3:
Recreational
Competitive
Athletes
Messages, Strategies and Tactics
Recreational Competitive Athletes
Tis public includes all adults within 20 miles of VSP that thoroughly enjoy ftness. Tey have
higher education levels than the average american, and are largely caucasian. Teir self-interests
include beating their personal records, training for local events, making and achieving their ft-
ness and competitive goals, and having highly efective workouts.
Primary Message:
Training for your next event at VSP will give you the best results results you have ever seen.
Secondary Messages:
VSP has qualifed experienced coaches that will personalize the workout to meet what      you
individually are looking for.
“I love VSP. I came here looking to shake up my normal routine, and afer one session I was
hooked. Coach ____ pushed me farther than I have ever gone. He believed in me, more than I
have ever believed in myself. Afer training at VSP for my next half-marathon, I took 10 minutes
of of my run time. Its a miracle! Come here and give it a shot-- You won’t be able to go back to
your boring routine.” --Shelly, VSP member.
 
$60/month is more afordable than any personal trainer, so you can train here all year round
without causing fnancial stress.
Proper training by our VSP coaches is in smaller groups. Tis makes it safer for you because with
a coach closely watching your workouts, you are at increased risk for injury.
recreational competitive athletes
“Why do you train” expo at women & mens
“Fit mother of the year award”
Fitness bloggers ( if we can fnd them)
Promote weight loss events
Rave about free training
Ofer free training
40 41
Strategies and Tactics
Overweight Men and Women
Strategy: 1
Persuade competitive recreational athletes to join VSP through expos in Utah
Tactics
Book a booth at the women’s expo and the men’s expo
Bring three coaches to each expo
Make a dvd that can be shown at expos of classes and testimonials
Make a banner to hang at expos
Order promotional items like water bottles and gym bags to hand out at expos
Create referral incentives for customers at expo; if they bring in the fyer they got at the expo
they get a discount. if they bring a friend they get another discount.
Bring an ipod and speakers to play motivational music to attract expo attendees to the booth.
Bring samples of supplements and foods that VSP coaches encourage members to use; give them
away at the expo
   
Strategy: 2
Gain the trust of competitive recreational athletes through teams and organizations
Tactics
Have coaches contact local recreational teams to get permission to speak with entire team
Have coach arrange to meet with team; explain advantage of training at VSP, especially injury
prevention
Have coach invite teams to come in for a free training session as a team
Ofer the team a discount, if the entire teams signs up they save money
Strategies and Tactics
Overweight Men and Women
Write and send out a digital fyer to be distributed to team members and the organization via
their email addresses
Create and print a fyer to be posted at venues of recreational sports
Strategy: 3
Establish credibility of adult workout regime at VSP Trough the press
Tactics
Write and send out press releases about the new classes ofered
Write and send out press releases about the opportunity to play with children
Pitch to news station, recording of parents playing with children at a game
Iinclude in releases photos of before and afer pics of members
Create sound bits and interviews of kids and how they feel about working out with their parents
and getting in shape and involved together
   
42 43
Evaluation Criteria
and Tools
Evaluation Criteria and Tools
Objective 1
Criteria: Four positive news stories will have been published by Feb. 14.
Tool: An online search of published content pertaining to VSP.
Objective 2
Criteria: Adult membership of VSP will have increased by Sept. 14, 2014.
Tool: Membership roster and demographic information.
Objective 3
Criteria: 90% of adults within 10 miles of the new facility will know where and what the VSP is by June 14, 2014.
Tool: Conduct phone surveys within 10 miles of the new facility.
Objective 4
Criteria: Website visitation will have increased by 30% by Aug. 14, 2014.
Tool: Set up and track site visitation through Google Analytics for the length of the campaign.
Objective 5
Criteria: Increase daytime clients frst to 50 people and then to 100 people.
Tool: Track and organize daily class rosters.
Evaluation Criteria and Tools
44 45
Calender and
Budget
C
a
l
e
n
d
e
n
d
e
r

a
n
d

B
u
d
g
e
t
P
ric
e
A
p
ril 2
0
1
3
M
a
y
2
0
1
3
J
u
n
e
2
0
1
3
J
u
ly
2
0
1
3
A
u
g
u
s
t 2
0
1
3
S
e
p
te
m
e
b
e
r 2
0
1
3
O
c
to
b
e
r 2
0
1
3
N
o
v
e
m
b
e
r 2
0
1
3
D
e
c
e
m
b
e
r 2
0
1
3
J
a
n
u
a
ry
2
0
1
4
F
e
b
ru
a
ry
2
0
1
4
O
v
e
rw
e
ig
h
t P
e
o
p
le
C
re
a
te
c
la
s
s
p
ro
g
ra
m
$
0
C
re
a
te
c
la
s
s
tim
e
s
$
0
S
e
p
a
ra
te
c
la
s
s
p
ro
g
ra
m
s
b
y
w
e
ig
h
t o
r a
g
e
$
0
A
d
v
e
rtis
e
c
la
s
s
e
s
$
5
0
A
d
v
e
rtis
e
e
v
e
n
t
$
5
0
0
C
re
a
te
e
v
e
n
t s
c
h
e
d
u
le
$
0
C
e
le
b
rity
a
p
p
e
a
ra
n
c
e
$
5
0
0
0
S
e
n
d
o
u
t e
v
e
n
t in
v
ita
tio
n
s
$
2
0
0
B
u
y
p
riz
e
s
$
1
0
0
0
P
a
re
n
ts
o
f c
u
rre
n
t V
S
P
a
th
le
te
s
S
o
c
ia
l M
e
d
ia
$
0
W
e
b
s
ite
$
0
P
o
s
te
rs
$
2
0
0
P
re
s
s
re
le
a
s
e
s
$
0
C
o
n
ta
c
t n
e
w
s
s
ta
tio
n
s
$
0
P
ric
e
c
o
m
p
a
ris
o
n
s
$
0
R
e
c
re
a
tio
n
a
l C
o
m
p
e
ta
tiv
e
A
th
le
te
s
T
e
s
tim
o
n
ia
l D
V
D
$
7
5
V
e
lo
c
ity
s
p
o
rts
g
e
a
r
$
0
C
o
n
ta
c
t re
c
re
a
tio
n
a
l te
a
m
s
$
0
C
re
a
te
fly
e
r a
n
d
s
e
n
d
o
u
t d
ig
ita
l c
o
p
y
$
5
0
W
rite
p
re
s
s
re
le
a
s
e
$
0
C
o
n
ta
c
t n
e
w
s
ta
tio
n
s
$
0
46 47
Communication
Confrmation Table C
o
m
m
u
n
i
c
a
t
i
o
n

C
o
n
f
r
m
a
t
i
o
n

T
a
b
l
e
K
e
y
P
u
b
lic
S
e
lf In
te
r
e
s
t
P
r
im
a
r
y
M
e
s
s
a
g
e
In
flu
e
n
tia
ls
O
b
je
c
tiv
e
s
S
tr
a
te
g
ie
s
T
a
c
tic
s
O
v
e
r
w
e
ig
h
t

M
e
n

a
n
d
W
o
m
e
n
L
o
o
k
in
g
to
lo
s
e
w
e
ig
h
t a
n
d
im
p
r
o
v
e
h
e
a
lth
. W
a
n
ts
a
c
o
m
fo
r
ta
b
le
w
o
r
k
o
u
t
e
n
v
ir
o
n
m
e
n
t.
In
v
o
lv
e
m
e
n
t in
V
e
lo
c
ity
S
p
o
r
ts
w
ill h
e
lp
y
o
u
lo
s
e
w
e
ig
h
t a
n
d
im
p
r
o
v
e
y
o
u
r
o
v
e
r
a
ll h
e
a
lth
w
ith
th
e
h
e
lp
o
f tr
a
in
e
d
s
ta
ff.
P
a
r
tic
ip
a
n
ts
w
ill r
e
c
e
iv
e
s
u
p
p
o
r
t
a
n
d
e
n
c
o
u
r
a
g
e
m
e
n
t fo
r
th
o
s
e
w
h
o
s
e
g
o
a
l is
to
fir
s
t lo
s
e
a
s
ig
n
ific
a
n
t a
m
o
u
n
t o
f w
e
ig
h
t.
F
a
m
ily
m
e
m
b
e
r
s
, D
o
c
to
r
s
-
-
in
c
r
e
a
s
e
in
v
o
lv
e
m
e
n
t w
ith
c
o
m
m
u
n
ity
v
ia
e
v
e
n
ts
(
s
u
c
h
a
s
b
ig
g
e
s
t lo
s
e
r
)
1
x
a
y
e
a
r
-
-
in
c
r
e
a
s
e
a
d
u
lt m
e
m
b
e
r
s
h
ip
b
y
2
0
%
b
y
F
e
b
. 1
4
, 2
0
1
4

-
-
T
h
r
o
u
g
h
m
a
s
s
c
o
m
m
u
n
ic
a
tio
n
,
w
e
w
ill a
d
v
e
r
tis
e
th
a
t V
S
P
h
a
s
in
c
o
r
p
o
r
a
te
d
s
p
e
c
ific
c
la
s
s
e
s
th
a
t
s
u
p
p
o
r
t a
n
e
n
v
ir
o
n
m
e
n
t o
f p
e
o
p
le
w
h
o
s
p
e
c
ific
a
lly
w
a
n
t to
lo
s
e
w
e
ig
h
t.
-
-
T
h
r
o
u
g
h
m
a
s
s
a
n
d
ta
ilo
r
e
d
c
o
m
m
u
n
ic
a
tio
n
, w
e
w
ill h
o
ld
a
c
o
m
m
u
n
ity

B
ig
g
e
s
t L
o
s
e
r

c
o
m
p
e
titio
n
to
e
n
c
o
u
r
a
g
e
w
e
ig
h
t
lo
s
s
a
n
d
d
r
a
w
in
n
e
w
c
u
s
to
m
e
r
s
.

-
C
r
e
a
te
c
la
s
s
e
s
th
a
t a
r
e
ta
ilo
r
e
d
to
o
v
e
r
w
e
ig
h
t p
e
o
p
le
-
C
r
e
a
te
c
la
s
s
tim
e
s
-
S
e
p
a
r
a
te
c
la
s
s
p
r
o
g
r
a
m
s
b
y
w
e
ig
h
t o
r
a
g
e
-
A
d
v
e
r
tis
e
c
la
s
s
e
s
-
A
d
v
e
r
tis
e
e
v
e
n
t
-
C
r
e
a
te
e
v
e
n
t s
c
h
e
d
u
le
-
C
r
e
a
te
c
e
le
b
r
ity
itin
e
r
a
r
y
-
S
e
n
d
o
u
t e
v
e
n
t in
v
ita
tio
n
s
-
B
u
y
p
r
iz
e
s
M
o
t
h
e
r
s

o
f

Y
o
u
n
g

A
t
h
le
t
e
s
V
a
lu
e
fa
m
ily
, v
a
lu
e
r
e
lig
io
n
,
e
d
u
c
a
tio
n
, h
e
a
lth
a
n
d
a
c
tiv
e
, s
u
p
p
o
r
tin
g
th
e
s
u
c
c
e
s
s
o
f th
e
ir
c
h
ild
r
e
n
,
s
p
e
n
d
in
g
tim
e
w
ith
th
e
ir
c
h
ild
r
e
n
, c
o
n
n
e
c
tin
g
w
ith
th
e
ir
c
h
ild
r
e
n
, h
a
v
in
g
tim
e
fo
r
th
e
m
s
e
lv
e
s
a
n
d
th
e
ir
in
te
r
e
s
ts
, q
u
ic
k
a
n
d
e
ffe
c
tiv
e
w
o
r
k
o
u
ts
Y
o
u
c
a
n
tr
u
s
t V
S
P
b
e
c
a
u
s
e
o
u
r
w
o
r
k
o
u
ts
h
a
v
e
g
iv
e
n
p
o
s
itiv
e
r
e
s
u
lts
to
y
o
u
r
c
h
ild
r
e
n
; c
o
m
e
to
V
S
P
to
s
tr
e
n
g
th
e
n
y
o
u
r
b
o
d
y
a
n
d
s
tr
e
n
g
th
e
n
th
a
t c
o
n
n
e
c
tio
n
w
ith
y
o
u
r
c
h
ild
r
e
n
.
C
h
ild
r
e
n
,o
th
e
r
p
a
r
e
n
ts
, s
c
h
o
o
l
c
o
a
c
h
e
s
In
c
r
e
a
s
e
a
w
a
r
e
n
e
s
s
o
f fa
c
ility
to
9
0
%
w
ith
in
1
0
m
ile
s
o
f th
e
n
e
w
fa
c
ility
b
y
J
u
n
e
1
4
, 2
0
1
4
.
-
P
e
r
s
u
a
d
e
p
a
r
e
n
ts
o
f V
S
P
a
th
le
te
s
to
jo
in
th
r
o
u
g
h
s
o
c
ia
l
M
e
d
ia
/in
te
r
n
e
t c
o
m
m
u
n
ic
a
tio
n
s
-
E
d
u
c
a
te
p
a
r
e
n
ts
o
f th
e
e
n
r
ic
h
in
g
life
th
e
y
c
a
n
h
a
v
e
w
ith
th
e
ir
c
h
ild
r
e
n
b
y
w
o
r
k
in
g
o
u
t a
t V
S
P
th
r
o
u
g
h
e
v
e
n
ts
-
A
s
s
u
r
e
p
a
r
e
n
ts
o
f V
S
P
a
th
le
te
s
th
a
t th
e
y
w
ill lo
v
e
it ju
s
t a
s
m
u
c
h
a
s
th
e
ir
c
h
ild
r
e
n
th
r
o
u
g
h
o
p
in
io
n
le
a
d
e
r
s
-
E
s
ta
b
lis
h
c
r
e
d
ib
ility
o
f a
d
u
lt
w
o
r
k
o
u
t r
e
g
im
e
a
t V
S
P
T
h
r
o
u
g
h
th
e
p
r
e
s
s
-
C
o
n
v
in
c
e
p
a
r
e
n
ts
th
e
y
c
a
n
g
e
t
b
a
c
k
to
th
e
ir
h
ig
h
s
c
h
o
o
l s
h
a
p
e
th
r
o
u
g
h
V
S
P
a
d
u
lt m
e
m
b
e
r
s

-
S
o
c
ia
l m
e
d
ia
-
W
e
b
s
ite
-
P
o
s
te
r
s
-
P
r
e
s
s
r
e
le
a
s
e
s
-
C
o
n
ta
c
t n
e
w
s
s
ta
tio
n
s
-
P
r
ic
e
c
o
m
p
a
r
is
o
n
s

R
e
c
r
e
a
t
io
n
a
l
C
o
m
p
e
t
a
t
iv
e
A
t
h
le
t
e
s
F
itn
e
s
s
, g
o
a
ls
, s
ta
y
in
g
in
s
h
a
p
e
, c
o
m
m
u
n
ity
e
v
e
n
ts
,
tr
a
in
in
g
fo
r
s
o
m
e
th
in
g
b
ig
g
e
r
, b
e
in
g
p
r
o
u
d
o
f
th
e
m
s
e
lv
e
s
, b
e
in
g
b
e
tte
r
th
a
n
e
v
e
r
y
o
n
e
a
r
o
u
n
d
th
e
m
, a
ffe
c
tiv
e
w
o
r
k
o
u
ts
,
h
ig
h
ly
c
o
m
p
e
titiv
e
, s
e
lf-
d
r
iv
e
n
T
r
a
in
in
g
fo
r
y
o
u
r
n
e
x
t e
v
e
n
t a
t
V
S
P
w
ill g
iv
e
y
o
u
th
e
b
e
s
t r
e
s
u
lts
r
e
s
u
lts
y
o
u
h
a
v
e
e
v
e
r
s
e
e
n
.
O
th
e
r
a
th
le
te
s
, c
o
m
p
e
titio
n
,
p
e
e
r
s
-
In
c
r
e
a
s
e
a
d
u
lt m
e
m
b
e
r
s
h
ip
b
y
2
0
%
b
y
S
e
p
t. 1
4
, 2
0
1
4
.
-
In
c
r
e
a
s
e
a
w
a
r
e
n
e
s
s
o
f fa
c
ility
to
9
0
%
w
ith
in
1
0
m
ile
s
o
f th
e
n
e
w
fa
c
ility
b
y
J
u
n
e
1
4
, 2
0
1
4
.
-
In
c
r
e
a
s
e
th
e
n
u
m
b
e
r
o
f c
lie
n
ts
w
o
r
k
in
g
o
u
t b
e
tw
e
e
n
1
1
a
.m
.
a
n
d
1
p
.m
. to
5
0
p
e
o
p
le
b
y
S
e
p
t. 1
5
, 2
0
1
3
a
n
d
to
1
0
0
p
e
o
p
le
b
y
F
e
b
. 1
4
, 2
0
1
4
.

-
C
a
p
ita
liz
e
o
n
h
e
a
lth
c
lo
th
in
g
fa
c
ilitie
s
in
th
e
a
r
e
a
.
-
G
a
in
p
r
e
s
s
th
r
o
u
g
h
te
a
m
s
a
n
d
o
r
g
a
n
iz
a
tio
n
s
-
G
a
in
a
w
a
r
e
n
e
s
s
a
n
d
p
r
e
s
s
th
r
o
u
g
h
o
th
e
r
s
p
o
r
ts
v
e
n
u
e
s

-
F
ly
e
r
s
a
t c
h
e
c
k
o
u
t c
o
u
n
te
r
s
-
"
W
h
a
t is
y
o
u
r
b
o
d
y
c
a
p
a
b
le
o
f?
F
in
d
o
u
t a
t V
S
P
"
-
T
r
a
in
e
r
s
s
p
e
a
k
w
ith
c
o
a
c
h
e
s
to
w
o
r
k
w
ith
te
a
m
s
-
e
x
p
la
in
a
d
v
a
n
ta
g
e
o
f V
S
P
-
In
v
ite
te
a
m
s
to
fr
e
e
tr
a
in
in
g
s
e
s
s
io
n
-
P
u
t u
p
p
o
s
te
r
s
to
d
is
p
la
y
w
h
a
t o
th
e
r
a
th
le
te
s
h
a
v
e
a
c
h
ie
v
e
d
fr
o
m
V
S
P
48 49
Communication
Products
1. Blog
2. Twitter
3. Facebook
4. Powerpoint
5. Storyboard
6. Opinion Leaders
7. Media Alert
8. Direct Mail Piece
9. Brochure
10. Op Ed
11. Fact Sheet
12. Pitch Letter
13. Feature Story
14. News Release
15. Special Event
16. Radio Advertisement
17. YouTube Video
18. Leafet
19. Photo
20. Poster
Communication Products
Blog
Blog Content
Of-season Tips for Athletes
Even though it’s of-season and you’re sick of training or thinking about being the best in a specifc sport, it’s
probably best you keep in mind a couple of tips that will help you in the upcoming season.

Take a break:
When summer break comes around athletes will most likely swing one of two ways.  (1) They will decide to
enjoy summer to the fullest and lounge around the house, relax and enjoy the time of not being required to
do anything.  (2) Athletes will refuse to get “out of the zone” and train just as hard, or sometimes even harder,
as if they were still in season.  It’s better for athletes to stay away from both of these extremes.  Instead of
trying not to fall into either of these situations, don’t think about it at all and just have fun.  It will be natu-
ral.  Still do the activities you would normally do in the summer such as swimming, light jogging, dancing,
biking, etc.  You’ll be doing just enough to stay active yet not pushing your body too hard.  
Achieve an Of-season Goal:
When the last 8-10 weeks of the summer is approaching it’s a good time to slowly get back into gear for the
next season ahead.  This gives your body most of the summer to relax and pay attention to something you
want to accomplish.  For some athletes this will be improving speed, developing specifc techniques, gaining
muscle mass or reducing body fat.  Come up with a realistic goal and use the summer to give you a head
start for the next season.  
Maintain a Consistent Diet:
Summer time isn’t an excuse to binge on all types of foods your coach wouldn’t let you eat during the
season.  Rather than eating ice cream or going to bufets every day, keep your diet the same as it was
before.  No one said you couldn’t go out and grab a burger or take a dessert or two, but don’t go over-
board.  You’ll regret this at the end of the summer when you’re trying to pick up where you left of last sea-
son.  
50 51
Communication Products
Twitter
Twitter Tactic for VSP Recreational Competitive Athletes- Bri Hintze
Communication Products
Facebook
Bri Hintze
Comms 485
Tactic: Facebook Page
52 53
Communication Products
Powerpoint
B
E
N
E
F
I
T
S

O
F

E
X
E
R
C
I
S
E

W
I
T
H

V
E
L
O
C
I
T
Y

S
P
O
R
T
S

P
E
R
F
O
R
M
A
N
C
E
G
i
v
e

y
o
u
r

f
a
m
i
l
y

t
h
e

g
i
f
t

o
f

t
o
t
a
l

h
e
a
l
t
h
H
E
A
L
T
H

S
B
E
N
E
F
I
T
S

O
F

E
X
E
R
C
I
S
E

C
u
t
s
t
h
e
t
h
e
r
i
s
k
o
f
h
e
a
r
t
d
i
s
e
a
s
e
, h
y
p
e
r
t
e
n
s
i
o
n
, c
o
l
o
n
c
a
n
c
e
r
a
n
d
d
i
a
b
e
t
e
s

L
o
w
e
r
s
b
l
o
o
d
p
r
e
s
s
u
r
e

a
n
d
c
h
o
l
e
s
t
e
r
o
l
l
e
v
e
l
s

L
e
s
s
e
n
s
a
n
x
i
e
t
y
a
n
d
s
t
r
e
s
s

G
i
v
e
s
y
o
u
m
o
r
e
e
n
e
r
g
y

a
n
d
m
a
k
e
s
s
l
e
e
p
e
a
s
i
e
r

s
e
t

a
n
d

r
e
a
c
h

g
o
a
l
s

p
r
i
o
r
i
t
i
z
e

p
u
s
h

y
o
u
r
s
e
l
f

d
i
s
c
o
v
e
r

p
o
t
e
n
t
i
a
l

d
r
e
a
m
I
N
D
I
V
I
D
U
A
L

S
B
E
N
E
F
I
T
S

O
F

E
X
E
R
C
I
S
E
F
A
M
I
L
Y

S
B
E
N
E
F
I
T
S

O
F

E
X
E
R
C
I
S
E

b
u
i
l
d
m
u
t
u
a
l
t
r
u
s
t

t
e
a
c
h
b
y
e
x
a
m
p
l
e

e
n
v
i
r
o
n
m
e
n
t
f
o
r
e
s
s
e
n
t
i
a
l
c
o
m
m
u
n
i
c
a
t
i
o
n

c
r
e
a
t
e
l
a
s
t
i
n
g
m
e
m
o
r
i
e
s

i
t
i
s
f
u
n
Communication Products
Powerpoint
V
e
l
o
c
i
t
y

S
p
o
r
t
s

P
e
r
f
o
r
m
a
n
c
e

w
i
l
l

g
i
v
e

y
o
u

t
h
e

s
k
i
l
l
s

a
n
d

t
h
e

a
b
i
l
i
t
y

t
o

s
u
c
c
e
e
d
T
o
d
a
y

I

d
a
r
e

t
o

w
i
n
.
-
B
e
r
n
a
d
e
t
t
e

D
e
v
l
i
n
Y
e
s
t
e
r
d
a
y

I

d
a
r
e
d

t
o

s
t
r
u
g
g
l
e
54 55
Communication Products
Storyboard
Communication Products
Storyboard
56 57
Communication Products
Storyboard
Communication Products
Storyboard
58 59
Communication Products
Storyboard
Communication Products
Opinion Leaders
Public Influentials
Overweight Men and Women in North Utah County
• Doctors or personal physicians
• Extended family members
• Friends
• Children
• Co-workers
• Spouse or significant other
• Members of VSP
Recreationally Competitive Athletes
• Races like Ragnar, Top of Zion, Tour Del Sol, Utah Valley Half Marathon etc.
• Runner’s Corner staff
• 26.2 staff
• Fellow athletes and professional athletes
• Friends
• Extended family, Spouse, Children
• TriUtah.com
• Hal Higdon
• Run Utah Magazine
• Utah Cycling Association
• Sports Equipment Retailers
• Supplement Retailers
Parents of Velocity Sports Athletes
• Children
• Spouse
• Other parents
• Friends
• Child’s team coach
• Child’s school
• Sports Associations
60 61
Communication Products
Media Alert
FOR IMMEDIATE RELEASE
Contact: Damian Garbero (801) 407-8224
damian.garbero@velocitysp.com

****** MEDIA ALERT ******
What: For the last 10 weeks Velocity Sports Performance has been hosting a “Get Fit” event
based on the hit show The Biggest Loser. Over 150 Utah County residents joined the weight-
loss contest. Throughout the competition each participant was given access to specialized
classes, personal coaching, lifestyle advice and nutrition counseling. The results are amazing.
When: The final weigh-in and reveal will take place at a fitness celebration event takes place
March 22. 2014 at 10 a.m.
Where: Hosted by fitness expert Kelli Calabrese, the party will happen at the newly renovated
Velocity Sports Performance facility, 680 South 500 East, American Fork. The community,
friends, family and fitness buffs from around the state are invited.
Communication Products
Direct Mail Piece
Velocity Sports Performance – Direct Mail Piece
62 63
Communication Products
Brochure
S
c
r
e
e
n

t
i
m
e

i
s

t
h
e

a
m
o
u
n
t

o
f

t
i
m
e

a
n

i
n
d
i
v
i
d
u
a
l

s
p
e
n
d
s

i
n

f
r
o
n
t

o
f

a

s
c
r
e
e
n
.

T
h
e
s
e

s
c
r
e
e
n
s

i
n
c
l
u
d
e

T
V
,

c
o
m
p
u
t
e
r
s
,

h
a
n
d
h
e
l
d

v
i
d
e
o

g
a
m
e

c
o
n
s
o
l
e
s
,

a
n
d

c
e
l
l

p
h
o
n
e
s
.
A
v
e
r
a
g
e

s
c
r
e
e
n

t
i
m
e

i
n

t
h
e

U
.
S
.




K
i
d
s
:




7

h
o
u
r
s

p
e
r

d
a
y



A
d
u
l
t
s
:



8

h
o
u
r
s

p
e
r

d
a
y
R
e
c
o
m
e
n
d
a
t
i
o
n

f
o
r

s
c
r
e
e
n

t
i
m
e

i
n

U
.
S
.



N
o

m
o
r
e

t
h
a
n

2

h
o
u
r
s

p
e
r

d
a
y
Y
o
u

c
a
n

h
e
l
p

y
o
u
r

f
a
m
i
l
y

b
y

r
e
d
u
c
i
n
g



s
c
r
e
e
n

t
i
m
e

a
n
d

b
y

r
e
p
l
a
c
i
n
g

i
t




w
i
t
h

h
e
a
l
t
h
y

e
x
e
r
c
i
s
e
.
A
b
o
u
t

u
s
:

V
e
l
o
c
i
t
y

S
p
o
r
t
s

p
e
r
f
o
r
m
a
n
c
e

i
s

t
h
e

r
e
s
u
l
t

o
f

t
h
i
t
r
y

y
e
a
r
s

o
f

s
c
i
e
n
c
e

a
n
d

d
e
v
e
l
o
p
m
e
n
t
.

W
e

a
r
e

d
e
d
i
c
a
t
e
d

t
o

a
t
h
l
e
t
e
s

a
n
d

f
u
t
u
r
e

a
t
h
l
e
t
e
s
.


O
u
r

c
o
a
c
h
e
s

a
r
e

t
r
a
i
n
e
d

t
o

t
e
a
c
h

h
e
a
l
t
h
y

t
e
c
h
n
i
q
u
e
s

f
o
r

t
h
e

b
r
a
i
n

a
n
d

b
o
d
y

w
h
i
c
h

w
i
l
l

i
m
p
r
o
v
e

s
p
e
e
d
,

p
o
w
e
r
,

a
n
d

a
g
i
l
i
t
y
.

O
u
r

a
t
h
e
t
e
s

f
n
d

t
h
a
t

w
i
t
h

t
h
i
s

t
r
a
i
n
i
n
g

c
o
m
e

i
n
c
r
e
a
s
e
d

p
e
r
f
o
r
m
a
n
c
e
,

a
s

w
e
l
l
l

a
s

a

d
e
c
r
e
a
s
e

i
n

s
p
o
r
t
s

i
n
j
u
r
y
.

C
o
m
e

t
o

o
u
r

V
e
l
o
c
i
t
y

S
p
o
r
t
s

P
e
r
f
o
r
m
a
n
c
e

f
a
c
i
l
i
t
y

t
o
d
a
y
,

a
n
d

s
e
e

h
o
w

m
u
c
h

w
e

c
a
n

h
e
l
p

y
o
u
.
A
m
e
r
i
c
a
n

F
o
r
k
,

U
T
6
8
0

S
.

5
0
0

E
.
A
m
e
r
i
c
a
n

F
o
r
k
,

U
T

8
4
0
0
3
P
h
o
n
e
:

(
8
0
1
)

7
6
3
-
9
5
2
5
H
o
w

r
e
p
l
a
c
i
n
g

s
c
r
e
e
n

t
i
m
e

w
i
t
h

a
c
t
i
v
e

t
i
m
e

b
u
i
l
d
s

s
t
r
o
n
g

f
a
m
i
l
i
e
s
.
Communication Products
Brochure
G
e
t
t
i
n
g

s
t
a
r
t
e
d

i
s

t
h
e

h
a
r
d
e
s
t

p
a
r
t

o
f

g
e
t
t
i
n
g

t
h
e

f
a
m
i
l
y

a
c
t
i
v
e
.

V
e
l
o
c
i
t
y

S
p
o
r
t
s

P
e
r
f
o
r
m
a
c
e

i
s

a

g
y
m

t
h
a
t

u
n
d
e
r
s
t
a
n
d
s

t
h
a
t

a
n
d

t
h
a
t

i
s

w
h
y

w
e

m
a
k
e

g
e
t
t
i
n
g

s
t
a
r
t
e
d

s
o

m
u
c
h

e
a
s
i
e
r

f
o
r

y
o
u
.

W
e

k
n
o
w

t
h
a
t

t
h
e
r
e

a
r
e

m
a
n
y

o
b
s
t
a
c
l
e
s

k
e
e
p
i
n
g

i
n
d
i
v
i
d
u
a
l
s

f
r
o
m

g
e
t
t
i
n
g

o
u
t

a
n
d

g
e
t
t
i
n
g

a
c
t
i
v
e
.

W
e

a
r
e

c
o
m
m
i
t
e
d

t
o

h
e
l
p
i
n
g

y
o
u
r

f
a
m
i
l
y

o
v
e
r
c
o
m
e

t
h
o
s
e

o
b
s
t
a
c
l
e
s
.

C
a
l
l

V
e
l
o
c
i
t
y

S
p
o
r
t
s

P
e
r
f
o
r
m
a
n
c
e

t
o
d
a
y

a
n
d

f
n
d

o
u
t

h
o
w

w
e

c
a
n

h
e
l
p

y
o
u
r

f
a
m
i
l
y

g
e
t

i
n

a
c
t
i
v
e

s
h
a
p
e
.

Y
o
u
r

b
o
d
y

a
n
d

y
o
u
r

f
a
m
i
l
y

w
i
l
l

t
h
a
n
k

y
o
u
.

8
0
1
-
7
6
3
-
9
5
2
5
F
a
m
i
l
i
e
s

s
h
o
u
l
d

e
x
e
r
c
i
s
e

t
o
g
e
t
h
e
r
,

b
e
c
a
u
s
e

f
a
m
i
l
y

m
e
m
b
e
r
s

l
e
a
r
n

f
r
o
m

a
n
d

a
r
e

m
o
t
i
v
a
t
e
d

b
y

e
a
c
h

o
t
h
e
r
.

W
h
e
n

f
a
m
i
l
i
e
s

s
p
e
n
d

t
i
m
e

b
e
i
n
g

a
c
t
i
v
e

t
o
g
e
t
h
e
r
,

i
n
d
i
v
i
d
u
a
l

m
e
m
b
e
r
s

o
f

t
h
e

f
a
m
i
l
y

l
e
a
r
n

t
o

s
e
t

g
o
a
l
s
,

t
o

p
u
s
h

t
h
e
m
s
e
l
v
e
s
,

a
n
d

t
h
e
y

g
a
i
n

a

s
e
n
s
e

o
f

s
e
l
f

w
o
r
t
h
.

T
i
m
e

b
e
i
n
g

a
c
t
i
v
e

t
o
g
e
t
h
e
r

a
l
s
o

i
n
c
r
e
a
s
e
s

t
r
u
s
t

a
m
o
n
g

m
e
m
b
e
r
s

o
f

t
h
e

f
a
m
i
l
y
,

a
n
d

i
t

p
r
o
v
i
d
e
s

o
p
p
o
r
t
u
n
i
t
i
e
s

f
o
r

i
n
d
i
v
i
d
u
a
l
s

t
o

t
a
l
k

o
p
e
n
l
y

w
i
t
h

o
n
e

a
n
o
t
h
e
r
.

E
v
e
r
y

h
u
m
a
n

b
o
d
y

n
e
e
d
s

e
x
e
r
c
i
s
e
.

Y
o
u
n
g

k
i
d
s
,

t
e
e
n
s
,

a
n
d

a
d
u
l
t
s

c
a
n

a
l
l

e
n
j
o
y

h
e
a
l
t
h
y

m
i
n
d
s

a
n
d

b
o
d
i
e
s

w
h
e
n

t
h
e
y

l
i
v
e

a
c
t
i
v
e

l
i
v
e
s
.

W
h
e
n

p
e
o
p
l
e

r
e
g
u
l
a
r
l
y

e
n
g
a
g
e

i
n

p
h
y
s
i
c
a
l

a
c
i
v
i
t
y
,

t
h
e

n
e
g
a
t
i
v
e

e
f
f
f
e
c
t
s

o
f

a

s
e
d
e
n
t
a
r
y

l
i
f
e

c
a
n

b
e

r
e
v
e
r
s
e
d
.

A
n
x
i
e
t
y
,

s
t
r
e
s
s
,

a
n
d

e
x
c
e
s
s

b
o
d
y

f
a
t
,

c
a
n

a
l
l

b
e

r
e
m
o
v
e
d

f
r
o
m

t
h
e

b
o
d
y

t
h
r
o
u
g
h

e
x
e
r
c
i
s
e
.
64 65
Velocity Sports Performance Op-Ed
Step Up and Out of Your Comfort Zone
By Meredith Francom
I was sitting at my daughter’s pee-wee volleyball game this week when it occurred to
me —volleyball is a lot harder than it looks.
Most of these children have never seen a volleyball game, let alone played one, but
they act like putting themselves out there and trying something new is no big deal.
The game moved slowly. When a team finally got two hits of a serve to return it to the
other side the crowd of parents erupted like it was the gold-medal match at the
Olympics. I suppose for the kids it felt the same.
Unlike these children, we adults seem to miss opportunities to feel the exhilaration of
learning something new. Instead we see ourselves as specialized. We’ve worked hard
to master our profession and we avoid straying from what is usual and familiar. As a
result we end up in a stable but comfortable rut.
But does it have to be that way? Of course not. Take fitness for example. Just because
we’re not in high school anymore doesn’t mean we can’t be fit. I understand that you
may be torn between obligations to your kids, home, job or spouse, but if you aren’t
your best you can’t give your best.
Biggest Loser trainer Jillian Michaels recently posted on Facebook, “The past doesn’t
define you, your present does. It’s okay to create a vision of the future because it
afects your behavior in the “now,” but don’t dwell on past mistakes. Learn from them
and focus those lessons in the moment. That’s where change can really happen.”
Getting fit is only a matter of dedication and time. The key to success is surrounding
yourself with supportive people and industry experts. You wouldn’t try to build a
house without a proper plan and the right tools, so why do we take the same approach
to fitness?
At Velocity Sports Performance we use top-of-the-line coaching techniques that
ensure you are never left to just figure it out. Group workouts mean you’ll never feel
singled out, and you’ll get the group support you need to succeed.
This weekend Velocity Sports Performance honors the 150 participants of their Get Fit
program with a final weigh-in. These health hopefuls came to VSP searching for the
tools they needed to make their fitness goals a reality. Now, they get to feel the
exhilaration that comes with finishing a challenge.
Communication Products
Op Ed
Like the volleyball game, it promises to be an evening full of excitement and cheering.
These participants made a commitment to do something new, and they will continue to
reap the rewards for the rest of their lives.
Isn’t it time you tried something new?
Communication Products
Op Ed
66 67
Communication Products
Fact Sheet
Velocity Sports Performance Fact Sheet
General
Founded in 1999
Over 60 training centers across North
America
Started by a five-time, NCAA track &
field champion coach
Revenue of $XXX each year
Sponsored by Gatorade and Under
Armour
Known for XXX and XXX awards
Famous athletes such as XXX, XXX,
XXX and XXX trained at
Velocity Sports performance for
over 11 years
Use of top of the line Olympic
equipment
Credentials
Client list includes over 50 Olympic
medal winners, first round NFL
draft picks and professionals
from every sport.
Training has been proven to work and be
used on children as young as
eight years old.
Trained more than 100 NFL rookie
clients in one facility.
Training services include, but are not
limited to:
· Weight room
· Turf
· Track
· Nutrition
· Recovery
· Regeneration
· Sports medicine
Train athletes in various sports:
· Baseball
· Basketball
· Field hockey
· Football
· Golf
· Ice hockey
· Lacrosse
· Soccer
· Softball
· Tennis
· Volleyball
Communication Products
Pitch Letter
Pitch Letter
To: Cathy Allred, callred@heraldextra.com, North County Reporter, Daily Harold
Subject:
Hi Cathy Allred,
I enjoyed reading your recent article in the Daily Herald on the geocache bufs. It is nice for us Utah
Valley residents to be informed on local culture and events.
With Utah making national newspapers for local sports teams and athletic individuals, Utah seems
to be making a name for itself in athletics. I think Utah residents, especially athletes and parents of
athletes, would be interested to know about a gym opening in American Fork which is unlike tra-
ditional gyms. It is specialized in making athletes faster, stronger and more agile. Te name of this
gym is Velocity Sports Performance.
Let me know if you are interested and I can send you a press release, as well as other information.
Tank you for your time,
Benjamin Lopez
benlopez86@gmai.com
(801) 376-8498
68 69
Communication Products
Feature Story
Feature Story
Five of Pleasant Grove High School’s varsity football team has trained with
Velocity Sports Performance (VSP) since they were all freshman. These players have
successfully led their team to four consecutive seasons of playoffs, three of which took
them to the finals. Athletes Gary Sanchez, Taylor Smith, Michael Macamore, Zane
Wilskow and Bryan Brown are all going to a major college on a football scholarship, and
they agree that VSP is what helped them have a successful football career.
All five of Pleasant Grove’s leading senior on the football team individually went
to Velocity on their own time to focus on techniques they could improve. “When I would
talk about VSP to my buddies, I found out that we weren’t doing any of the same drills.”
Wilksow said. “Their facility made sure that my workouts focused on me specifically
and it was what I needed to work on that week.”
Wilksow accepted his full-ride scholarship at the University of Southern
California. He said he started training at Velocity only because his coaches suggested
that was the best way he could excel outside of practice. Wilksow said, “When I was
fourteen I knew I wasn’t the fastest, most talented, biggest or most athletic guy on the
field. I needed someone to help me get to a point where I could compete with my own
peers before I could compete with kids at other schools.”
Wiksow trained at VSP four times a week with the same trainer. His trainer
always kept notes on his progress and was able to help him overcome every weakness
and accomplish every one of Wilksow’s goals.
Communication Products
Feature Story
Sanchez aspired to be the best wide receiver in America ever since he was three
years old. He never played any other position. Sanchez knew he had to take his training
seriously to become the best and found that several NFL players who were top-notch
wide receivers trained at a VSP facility. Sanchez convinced his parents to sign him up
and their family could only afford to take him there once a week. In that one-week
session, Sanchez’s trainer pushed him every minute to maximize his time at the facility.
Sanchez was able to approve his agility and speed and eventually lead his team with the
most amount of touchdown in his high school. “I though I would be able to take the time
and play with my friends to help me, but I’m glad I decided to go to Velocity instead,”
Sanchez said.
Smith committed to playing football at the University of Michigan after finishing
his high school career with four Most Valuable Player awards. He was Pleasant Grove’s
running back and averaged at least 220 yards each game. “I’ve been training with
Velocity since I was in seventh grade and they were always willing to help me with
anything I needed,” Smith said. Smith felt Velocity helped him get to the speed where he
wanted to be at and that’s why he was able to do so well in the season.
Brown was Pleasant Grove’s quarterback for four years and although he felt that
Velocity couldn’t necessarily help with his throwing abilities, they could help him do one
thing he couldn’t do on his own. Velocity helped brown bulk up. “I was always the
skinny guy and had trouble gaining muscle mass, Brown said. “Velocity knew exactly
what I could do to do that and it wasn’t anything I felt like I couldn’t handle.” Brown
struggled with his size and knew that if he wasn’t a little heavier, it would be easier for
70 71
his opponents to take him down. VSP trained with him and taught him lifting techniques
that wouldn’t hinder his athleticism.
Macamore has been one of Velocity’s longest clients. Macamore started training
with them since he was only eight years old. When he first trained with VSP they didn’t
take him to lift weights or push him to limits his body wouldn’t allow him to do. Instead
VSP tailored games Macamore was already familiar with and give him tips on how to do
the basics things such as running, jumping, squatting and more. “It’s cool how they were
training me even though it wasn’t the kind of training you see on television,” Macamore
said.
As Macamore got older Velocity was able to help him create goals and reach each
of them over time. He wasn’t trained to perform well in one sport, he trained to become a
better athlete overall. “Velocity isn’t lying when they said they can improve speed,
agility and power. I improved in all three, and if I can, anyone can,” Macamore said.
Macamore continues to train at Velocity before he leaves for the University of Oregon in
the Fall.
Velocity not only helped Pleasant Grove High School’s football team become one
of the best in the state of Utah, but helped several individuals on their team. Their
training program has proven to be specific to each athlete and focus on their needs and
wants. Velocity Sports Performance recently moved south of their Lehi facility to
American Fork. They hope their bigger facility will help provide more room for all of
their clients to train.
Communication Products
Feature Story
Communication Products
News Release
Aaron Singh, Director FOR IMMEDIATE RELEASE
(801) 369-9846
680 South 500 East
American Fork, Utah
New Weight Loss Program Begins in 2014
March 20, 2013 – Velocity Sports Performance will be holding a 10-week weight loss
event, beginning January and ending in March, for all men and women who want to
maximize their weight loss efforts.
“We feel that the Get Fit program is not only a great opportunity to showcase our new
location, but also to get the people of Utah Valley active this summer,” said Aaron Singh,
Location Director.
Velocity Sports Performance moved from Lehi to their current location in American Fork
earlier this year.
The “Get Fit” weight loss competition is based on the popular television show Biggest
Loser and is meant to help those who are overweight to slim down and create a healthy
exercise regimen.
The competition will include daily workouts and meal planning with trained fitness
professionals. Men and women will train separately and participate in activities specific
to their group. Weight will be recorded throughout the competition and the individual
from both groups who lost the most weight at the end of the competition will receive
$500 in Under Armour gear as well as a year of free training at Velocity Sports.
Qualifications include anyone in Utah who is struggling to shed weight and has the
determination to work hard in order to get fit. The competition fee is $100 and spaces are
not limited so everyone is encouraged to sign up.
“With rising rates of obesity in Utah, we want to be a part of the solution,” Singh said.
“Velocity Sports Performance is dedicated to helping others attain their fitness goals with
trained professionals who know what they are doing.”
Velocity Sport Performance is a nation wide fitness training facility that focuses on
strength training and sports-related performance. VSP works with children, teens and
adults to achieve a healthy lifestyle and get fit. They also have programs designed for
professional and elite athletes.
###
72 73
Communication Products
Special Event
Outline – SPECIAL EVENT
Event title/brief description: Get Fit Weight Loss Competition. A 10-week training
program to help participating individuals lose weight and create a healthy exercise
regimen.
Key public (audience) including current level of understanding of product/service:
Our target audience is overweight men and women in Utah who have the desire to lose
weight and get healthy.
Action desired from public(s) after attending this event:
We want the individuals to see the benefits of working with the trainers at VSP and
continue to come back even after the competition.
How that action ties to the primary public’s self-interest:
We want more people to know about VSP’s new location and adult classes, so having this
audience involved will fill both of those needs.
Event date and time:
Begins January 6, 2014 and ends March 14, 2014.
Workouts will be everyday at either 6-7:30am or 5:30-7pm. This will provide convenient
times for working individuals whether they prefer morning or evening workouts.
Key Message/Theme:
Our key message is that it is important to take care of your body and that anyone can
learn how with the proper help. Our trainers are successful helping people achieve their
strength and fitness goals and anyone, no matter their weight, can achieve them.
“Get Fit - Every hot body starts at ground zero. It’s time to get your sweat on.”
Venue (address, room, etc.)
All workouts will take place at the American Fork VSP location in designated rooms
according to workouts. 680 S. 500 E. - American Fork, UT 680 S. 500 E. - American Fork, UT
Activity details (chronological list of what is happening at the event):
-The first day will begin with a kick-off ceremony where Aaron Singh gives a quick
motivational presentation and welcomes all participants.
-Then daily workouts commence and continue Monday through Friday during the allotted
times.
-Participants will record weight, strength and other necessary measurements each
Monday.
-At the end of the 10-week program, trainers will assess improvement and record each
individual’s measurements. One winner from the men’s category and one winner from the
women’s category, who has made the most improvement according to trainers, will be
chosen as the “Get Fit” winners.
Communication Products
Special Event
-On March 15, the Saturday after the last workout, the winners will be presented with
$500 in Under Armour gear and a yearlong membership at VSP. Winners will also be
placed on the VSP Wall of Fame.
Participation required (who does what; speaking, welcoming, setting up, media
management, etc.)
All staff and trainers will participate in one way or another in this event. Aaron Singh will
be the coordinator and do the opening and closing speeches. Other staff members should
help with coordinating and any media management if necessary. Depending on the size of
classes, VSP will need to allot at least 2-3 trainers for each group (men and women).
Materials needed for audience (program, flyer, etc.):
-Posters and flyers need to be put up and sent out.
-A program guide may also be necessary for each participant that outlines the times and
workouts each day.
-All workout equipment is provided by the VSP facility
-Incentive prizes will include $1,000 worth of Under Armour gear
Specific media to invite:
Local media including Daily Herald, SL Trib, Deseret News. These media may be invited
for kick-off and closing ceremonies. At the permission of participants and trainers, media
may visit during a specified workout.
Materials to provide to media (press kits, backgrounder, photos, etc.)
Press release, fact sheet, staff directory. They may take their own photos at events.
Timeline/deadline:
- Participant invitations: Advertise the Get Fit program by mid-November.
- Media invitations: Send out press release by Dec. 10 to all local media.
- Printed materials: Post posters and put out flyers at the end of November and
beginning of December.
- Incentives: Under Armour gear needs to be ordered by the kick-off date of the
contest.

74 75
Communication Products
Special Event
J
a
n

3
,

0
0
0
1
S
u
n
d
a
y
M
o
n
d
a
y
T
u
e
s
d
a
y
W
e
d
n
e
s
d
a
y
T
h
u
r
s
d
a
y
F
r
i
d
a
y
S
a
t
u
r
d
a
y
J
a
n

1
,

2
0
1
4
J
a
n

2
,

2
0
1
4
J
a
n

3
,

2
0
1
4
J
a
n

4
,

2
0
1
4
J
a
n

5
,

2
0
1
4
J
a
n

6
,

2
0
1
4
J
a
n

7
,

2
0
1
4
J
a
n

8
,

2
0
1
4
J
a
n

9
,

2
0
1
4
J
a
n

1
0
,

2
0
1
4
J
a
n

1
1
,

2
0
1
4
O
p
e
n
i
n
g

C
e
r
e
m
o
n
i
e
s
:

9
:
3
0
-
1
0
A
M

















*
F
i
r
s
t

w
o
r
k
o
u
t
:

1
1
:
0
0
-
1
2
:
0
0
A
M
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








J
a
n

1
2
,

2
0
1
4
J
a
n

1
3
,

2
0
1
4
J
a
n

1
4
,

2
0
1
4
J
a
n

1
5
,

2
0
1
4
J
a
n

1
6
,

2
0
1
4
J
a
n

1
7
,

2
0
1
4
J
a
n

1
8
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








J
a
n

1
9
,

2
0
1
4
J
a
n

2
0
,

2
0
1
4
J
a
n

2
1
,

2
0
1
4
J
a
n

2
2
,

2
0
1
4
J
a
n

2
3
,

2
0
1
4
J
a
n

2
4
,

2
0
1
4
J
a
n

2
5
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








J
a
n

2
6
,

2
0
1
4
J
a
n

2
7
,

2
0
1
4
J
a
n

2
8
,

2
0
1
4
J
a
n

2
9
,

2
0
1
4
J
a
n

3
0
,

2
0
1
4
J
a
n

3
1
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








N
o
t
e
s
:
Communication Products
Special Event
F
e
b

3
,

0
0
0
1
S
u
n
d
a
y
M
o
n
d
a
y
T
u
e
s
d
a
y
W
e
d
n
e
s
d
a
y
T
h
u
r
s
d
a
y
F
r
i
d
a
y
S
a
t
u
r
d
a
y
F
e
b

1
,

2
0
1
4
F
e
b

2
,

2
0
1
4
F
e
b

3
,

2
0
1
4
F
e
b

4
,

2
0
1
4
F
e
b

5
,

2
0
1
4
F
e
b

6
,

2
0
1
4
F
e
b

7
,

2
0
1
4
F
e
b

8
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








F
e
b

9
,

2
0
1
4
F
e
b

1
0
,

2
0
1
4
F
e
b

1
1
,

2
0
1
4
F
e
b

1
2
,

2
0
1
4
F
e
b

1
3
,

2
0
1
4
F
e
b

1
4
,

2
0
1
4
F
e
b

1
5
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








F
e
b

1
6
,

2
0
1
4
F
e
b

1
7
,

2
0
1
4
F
e
b

1
8
,

2
0
1
4
F
e
b

1
9
,

2
0
1
4
F
e
b

2
0
,

2
0
1
4
F
e
b

2
1
,

2
0
1
4
F
e
b

2
2
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








F
e
b

2
3
,

2
0
1
4
F
e
b

2
4
,

2
0
1
4
F
e
b

2
5
,

2
0
1
4
F
e
b

2
6
,

2
0
1
4
F
e
b

2
7
,

2
0
1
4
F
e
b

2
8
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








N
o
t
e
s
:
76 77
M
a
r

3
,

0
0
0
1
S
u
n
d
a
y
M
o
n
d
a
y
T
u
e
s
d
a
y
W
e
d
n
e
s
d
a
y
T
h
u
r
s
d
a
y
F
r
i
d
a
y
S
a
t
u
r
d
a
y
M
a
r

1
,

2
0
1
4
M
a
r

2
,

2
0
1
4
M
a
r

3
,

2
0
1
4
M
a
r

4
,

2
0
1
4
M
a
r

5
,

2
0
1
4
M
a
r

6
,

2
0
1
4
M
a
r

7
,

2
0
1
4
M
a
r

8
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








M
a
r

9
,

2
0
1
4
M
a
r

1
0
,

2
0
1
4
M
a
r

1
1
,

2
0
1
4
M
a
r

1
2
,

2
0
1
4
M
a
r

1
3
,

2
0
1
4
M
a
r

1
4
,

2
0
1
4
M
a
r

1
5
,

2
0
1
4
W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








W
o
r
k
o
u
t
s
:

















6
:
3
0
-
7
:
3
0
A
M














O
R

1
1
-
1
2
P
M








C
l
o
s
i
n
g

C
e
r
e
m
o
n
i
e
s
:
1
0
A
M
-
1
2
P
M
M
a
r

1
6
,

2
0
1
4
M
a
r

1
7
,

2
0
1
4
M
a
r

1
8
,

2
0
1
4
M
a
r

1
9
,

2
0
1
4
M
a
r

2
0
,

2
0
1
4
M
a
r

2
1
,

2
0
1
4
M
a
r

2
2
,

2
0
1
4
M
a
r

2
3
,

2
0
1
4
M
a
r

2
4
,

2
0
1
4
M
a
r

2
5
,

2
0
1
4
M
a
r

2
6
,

2
0
1
4
M
a
r

2
7
,

2
0
1
4
M
a
r

2
8
,

2
0
1
4
M
a
r

2
9
,

2
0
1
4
M
a
r

3
0
,

2
0
1
4
M
a
r

3
1
,

2
0
1
4
N
o
t
e
s
:
Communication Products
Special Event
Communication Products
Radio Advertisement
Radio Advertisement
Primary Target: Stay-at-home moms with older children
Secondary Target: Overweight men and women in North Utah County
To be performed by a woman in her thirties who sounds young and peppy. Background sound is
children playing at the park.
Woman: AFTER I HAD MY DAUGHTER I WONDERED IF I’D EVER GET MY BODY
BACK. WITH ALL HER NEEDS, IT SEEMED THERE WAS NEVER ENOUGH TIME FOR
EXERCISE. AFTER SHE STARTED SCHOOL I HAD MORE TIME, BUT I WORRIED
THAT I WASN’T MAXIMIZING MY WORKOUTS. A FRIEND TOLD ME ABOUT
VELOCITY SPORTS PERFORMANCE. I TRIED IT AND IT’S AMAZING. THEIR ONE-ON-
ONE COACHING HELPED ME TARGET MY TROUBLE ZONES AND PUSHED ME TO
DO WAY MORE THAN I COULD BY MYSELF. I FINALLY FIT IN MY HIGH SCHOOL
JEANS AGAIN. SO WHAT ARE YOU WAITING FOR? SIGN UP FOR A FREE TRIAL
TODAY AT VELOCITY S P DOT COM SLASH AMERICAN FORK. THAT’S VELOCITY S
P DOT COM SLASH AMERICAN FORK. EVERY HOT BODY STARTS AT GROUND
ZERO. IT’S YOUR TURN. GET YOUR SWEAT ON.
Announcer Voice (Quickly): VELOCITY SPORTS PERFORMANCE. WHY DO YOU
TRAIN?
78 79
Communication Products
YouTube Video
Communication Products
Leafet
v
i
s
i
t

o
u
r

n
e
w

l
o
c
a
t
i
o
n
T
r
a
i
n

w
i
t
h

a

p
u
r
p
o
s
e


W
e

o
f
f
e
r

i
n
t
e
n
s
e
,

s
m
a
l
l

g
r
o
u
p

w
o
r
k
o
u
t
s


W
e

t
a
i
l
o
r

o
u
r

w
o
r
k
o
u
t
s

t
o

t
h
e

n
e
e
d
s

o
f

t
h
e

g
r
o
u
p


O
u
r

c
l
a
s
s
e
s

f
t

i
n

t
o

y
o
u
r

l
u
n
c
h

b
r
e
a
k
s


L
e
t

u
s

h
e
l
p

y
o
u

s
u
c
c
e
e
d

i
n

t
h
e

w
a
y

y
o
u

w
a
n
t

t
o

s
u
c
c
e
e
d
W
h
y

d
o

y
o
u

t
r
a
i
n
?
C
o
n
t
a
c
t

u
s
:

a
a
r
o
n
.
s
in
g
h
@
v
e
lo
c
it
y
s
p
.
c
o
m
(
8
0
1
)

7
6
3
-
9
5
2
5
6
8
0

S
.

5
0
0

E
.
A
m
e
r
ic
a
n

F
o
r
k
,

U
T
80 81
Communication Products
Photo`
Communication Products
Poster
why do you train?
Compete like a professional athlete.
Come train with a purpose at Velocity Sports.
680 South 500 East, American Fork, UT 840003
Contact: Damian Garbero, damian.garbero@velocitysp.com, 801.763.9525
82 83
Index
Copy Outlines
Sources
1. Blog
2. Twitter
3. Facebook
4. Powerpoint
5. Storyboard
6. Opinion Leaders
7. Media Alert
8. Direct Mail Piece
9. Brochure
10. Op Ed
11. Fact Sheet
12. Pitch Letter
13. Feature Story
14. News Release
15. Special Event
16. Radio Advertisement
17. YouTube Video
18. Leafet
19. Photo
20. Poster
Index
Blog
COPY OUTLINE – Blog
Key public (audience) including current level of understanding of product/service: mothers of athletes who are look-
ing to fnd out what VSP is about
Secondary publics (audiences), if any: athletes
Action desired from public(s): to sign child up with Velocity program
How that action ties to the primary public’s self-interest: wanting their child to stay healthy and be the best athlete
they can
Infuentials (third-party opinion leaders who may infuence the key public): coaches, peers, neighbors
How they will be used to infuence the key public (testimonials, examples, etc): testimonials
Overall tone: friendly, informative
Proposed lead story: Even though it’s off-season and you’re sick of training or thinking about being the best in a
specifc sport, it’s probably best you keep in mind a couple of tips that will help you in the upcoming season.
Proposed lead story graphics: picture of Velocity athletes
Method and timing of distribution (self-mailer, Internet, handed delivered, etc.): internet, email
Word Count 300-500 words
Timeline/deadline: twice a week
84 85
Index
Twitter
COPY OUTLINE – Twitter
Key public (audience) including current level of understanding of product/service: Mothers of VSP athletes, know VSP
but have never come for themselves before, only their kids
Secondary publics (audiences), if any:
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary public’s self-interest: strengthen the family, staying healthy, getting ft and
confdent, spending time pursuing kid’s interests to increase bond
Overriding message/theme and tone:
Be the example and start your healthy family life at VSP
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or
gym
Secondary: • $60/month vs. $100/session
• Small classes prevent injuries and improper form
• Qualifed coaches personalize workouts to meet your needs
2. Primary Message: mothers of VSP athletes are close friends and feel connected
· Pictures of before and after of members with training
· Mothers of VSP athletes are posting their workout photos
· Testimonials from other moms
· Statistics about exercise and family
· Links to blogs from mothers at vsp, ftness blogs, family blogs
Infuentials (third-party opinion leaders who may infuence the key public): perhaps a local start athlete and mommy
bloggers and ftness bloggers, they will get two months free training at VSP and then blog about it to their followers.
How they will be used to infuence the key public (testimonials, examples, etc):
Try out velocity sports to train at for their next event, and give a testimonial
Proposed title and cover copy:
VSP: Why do YOU train?
Proposed photos/graphics to post (if any):
Photos of moms with their children, members after classes, members hanging out outside of VSP
Proposed posts: 4 a day on Twitter, with 4 daily comments on other people’s posts
Method and timing of distribution: throughout the day
Production quantity and format:
Post health tips, bust health myths, ofer deals, videos of workouts
Timeline/deadline: April 20, 2013
Index
Facebook
COPY OUTLINE – Facebook
Key public (audience) including current level of understanding of product/service: Mothers of VSP athletes, know VSP
but have never come for themselves before, only their kids
Secondary publics (audiences), if any:
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary public’s self-interest: strengthen the family, staying healthy, getting ft and
confdent, spending time pursuing kid’s interests to increase bond
Overriding message/theme and tone:
Be the example and start your healthy family life at VSP
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or
gym
Secondary: • $60/month vs. $100/session
• Small classes prevent injuries and improper form
• Qualifed coaches personalize workouts to meet your needs
2. Primary Message: mothers of VSP athletes are close friends and feel connected
Pictures of before and after of members with training
Mothers of VSP athletes are posting their workout photos
Testimonials from other moms
Statistics about exercise and family
Infuentials (third-party opinion leaders who may infuence the key public): perhaps a local start athlete and mommy
bloggers and ftness bloggers, they will get two months free training at VSP and then blog about it to their followers.
How they will be used to infuence the key public (testimonials, examples, etc):
Try out velocity sports to train at for their next event, and give a testimonial
Proposed title and cover copy:
VSP: Why do YOU train?
Proposed photos/graphics to post (if any):
Photos of moms with their children, members after classes
Proposed posts: 2 a day on Facebook, with 4 daily comments on other people’s posts
Method and timing of distribution: throughout the day
Production quantity and format:
Post health tips, bust health myths, ofer deals, videos of workouts
Timeline/deadline:
Need ready by April 28
,,
2013
86 87
Index
Powerpoint
COPY OUTLINE – PowerPoint
Key public (audience) including current level of understanding of product/service: Parents
from Utah County ranging from 28 and 40 years old who would like to get their family
healthy.
Secondary publics (audiences), if any: children who would like to get their family healthy
Action desired from public(s): to join VSP as a family
How that action ties to the primary public’s self-interest: This will help them keep their
family happy and healthy
Influentials (third-party opinion leaders who may influence the key public): parents, doctors
How they will be used to influence the key public (testimonials, examples, etc):
testimonials
Overall tone: Informational, motivational
Proposed graphics: pictures of families and individuals working out
Index
Storyboard
COPY OUTLINE – Storyboard
Key public (audience) including current level of understanding of product/service: Recreational competitive athletes,
understand training for events but have never heard of VSP before
Secondary publics (audiences), if any:
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary public’s self-interest: train harder, beat PRs, gain more confdence
Overriding message/theme and tone:
Training for your next event at VSP will give you the best results you have ever seen.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or gym
Secondary: • $60/month vs. $100/session
• Small classes prevent injuries and improper form
• Qualifed coaches personalize workouts to meet your needs
2. Primary Message: Give VSP a try for all your training needs
Secondary: • one week no commitment
• no contracts to be stuck in
• 85% of people who try it come back
3. Primary Message: our quality of training is top of the line, you can’t get anything like it elsewhere!
Secondary: • individual coaching in small classes
• Customized workouts to meet your needs
• Qualifed coaches make every workout a new experience
Infuentials (third-party opinion leaders who may infuence the key public): perhaps a local start athlete
How they will be used to infuence the key public (testimonials, examples, etc):
Try out velocity sports to train at for their next event, and give a testimonial
Proposed length:
Five minute video, storyboarded out to 15 second boxes
Proposed photos/graphics to post (if any):
Photos of athletes in under armor clothing, members after classes
Method and timing of distribution: Ready for women and men’s expos
Production quantity and format:
Just make 5 for now, only used at expos as an infomercial
Timeline/deadline:
Need ready by April 8
th
2013
88 89
Index
Media Alert
COPY OUTLINE – Media Alert
Key public (audience) including current level of understanding of product/service: Media
Secondary publics (audiences), if any: Overweight men and women in North Utah County
Action desired from public(s): Come to and cover the media event
How that action ties to the primary public’s self-interest: Good stories sell newspapers, and bring in television
viewers.
Special event or reason to send the alert: Get Fit fnal weigh-in and reveal event.
News hook: This event features 150 residents of Utah County and their weight loss success stories and is hosted by
ftness expert Kelli Calabrese.
Event Information:
Who: 150 residents of Utah County
What: Will participate in a Get Fit fnal weigh-in event.
When: March 22, 10 a.m.
Where: Velocity Sports Performance, 680 South 500 East, American Fork.
Proposed photos/charts (if any): A before and after photo, photos of the VSP facility.
Method and timing of distribution (e-mail, fax, etc.): A week before the event to media
Specifc media to receive release: Daily Herald, KSL 5, KUTV 4, FOX 13, KSTU 2
Follow-up with media (if any): none
Timeline/deadline: Pitch made by March 17
Index
Direct Mail Piece
COPY OUTLINE – DIRECT MAIL PIECE
Key public (audience) including current level of understanding of product/service:
Current/previous members of VSP and companies in contact with VSP – adults, children, teens, coaches, trainers, sport
teams. Basically anyone they have on a mass emailing list. A majority of this list may already know about the new
location of VSP, but it will serve as a good reminder and give visuals.
Secondary publics (audiences), if any:
Action desired from public(s):
We want the public to actively seek out the new location and maintain or restart their memberships at VSP.
How that action ties to the primary public’s self-interest:
They public already knows about VSP so ftness may already be a part of their current lifestyle. This will inform them of
the new location and encourage them to keep up their physical activity at the new location.
Overriding message and tone:
This mail piece gives all the information one would need to fnd VSP or get in contact with someone who can help
them with any questions. It is an athletic-looking advertisement that encourages individuals to maintain or create an
active lifestyle at VSP.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: VSP has a new location.
Secondary: • Where to fnd the new building
• How they can contact personnel at VSP
• Where they can go for more info
2. Primary Message: “Why do YOU train?”
Secondary: • Our new motto for VSP
• Encourages individuals to reassess the purpose for being active
Infuentials (third-party opinion leaders who may infuence the key public):
How they will be used to infuence the key public (testimonials, examples, etc):
No testimonials will be used in order to cut down on wordiness.
Proposed cover title and cover copy:
Proposed cover photos/graphics (if any):
Photo of new VSP facility
Source of mailing list:
VSP company mailing list for Utah/ Salt Lake Valley
Mailer size and paper (weight, fnish, etc):
Print quantity and number of colors:
4-5 colors max.
Other graphics to be used (other than cover):
VSP logo.
Timeline/deadline:
To be sent out immediately.
90 91
Index
Brochure
COPY OUTLINE – BROCHURE
Key public (audience) including current level of understanding of product/service:
Mothers between the ages of 28 and 40 living within Utah, Salt Lake, and Wasatch counties. Tese mothers are
unfamiliar with VSP and are somewhat familiar with the importance of exercise for the family.
Secondary publics (audiences), if any:
Fathers and children who want strong families
Action desired from public(s):
Join VSP as a family
How that action ties to the primary public’s self-interest:
Tis public seeks a strong healthy family and will get one as they are active together
Primary Message: Get an athletic body and optimal health at VSP and in doing so, motivate your spouse and children to
do the same.
Secondary:
Increasing age makes sedentary people more prone to injury, stress, and disease.
Te mother’s example is the biggest factor (bigger than father’s example) in whether or not their children
exercise.
Other parents have used VSP and it has made a positive impact on their lives and on their entire family’s
lives.
Infuentials (third-party opinion leaders who may infuence the key public):
Children whose parent’s began to work out at VSP
Parents who have had positive results from VSP
How they will be used to infuence the key public (testimonials, examples, etc):
Children will be used as a cause to motivate parents to work out.
Proposed cover title and cover copy:
How to build a strong family.
Proposed cover photos/graphics (if any):
A happy family exercising together.
Method and timing of distribution (self-mailer, point of purchase display, etc.):
Display brochure in front ofce of VSP and in local health clinics, and leave in mailboxes of homes
closest to VSP.
Brochure size and paper (weight, fnish, etc):
8.5 X 11 Glossy Text
Print quantity and number of colors:
High Quality, 500
Other graphics to be used (other than cover):
Child working out at VSP, parents being active with children
Timeline/deadline:
May 15
Index
Op Ed
COPY OUTLINE – Op-ed Piece
Key public (audience) including current level of understanding of product/service: overweight men and women in
Utah County
Secondary publics (audiences), if any:
Action desired from public(s): Try VSP.
How that action ties to the primary public’s self-interest: It will help them attain their ftness goals.
Overriding message and tone: You should try new things. With help from the right people you can do anything as long
as you’re willing to try.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: You should try new things and become your best self.
Secondary: • Story of kids playing Volleyball
• Quote from Jillian Michaels
2. Primary Message: You need experts to make things happen
Secondary: • You wouldn’t build a house without a contractor, ftness is the same
• VSP ofers one-on-one coaching and support you need
• Participants in the Get Fit challenge feel the exhilaration of doing something hard and being
successful. You can feel the same
Infuentials (third-party opinion leaders who may infuence the key public): Jillian Michaels,
How they will be used to infuence the key public (testimonials, examples, etc): Quote
Proposed headline: Step Up and Out of Your Comfort Zone
Proposed lead: I was sitting at my daughter’s pee-wee volleyball game this week when it occurred to me —
volleyball is a lot harder than it looks.
Method distribution (e-mail, fax, mail, etc.): email
Specifc media to receive piece: Daily Herald
Follow-up with media (if any): none
Timeline/deadline: The article needs to be published the week of March 22, 2014.
92 93
Index
Fact Sheet
COPY OUTLINE – Fact Sheet
Key public (audience) including current level of understanding of product/service: potential clients, investors and
media outlets who are not familiar with Velocity at all
Secondary publics (audiences), if any:
Action desired from public(s):
How that action ties to the primary public’s self-interest:
Overriding Message: Velocity’s training programs show safe and positive results
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Proof to be credible by popular sponsors
Secondary: • quote from Gatorade
• quote from Under Armour
• testimonial from professional athlete
2. Primary Message: Started by knowledgeable athlete and continue with those patterns
Secondary: • quote from founder
• founder statistics
• testimonial of VSP director
3. Primary Message: Use of high quality equipment
Secondary: • list of Olympic equipment
• equipment safety reviews
• list of Olympians who used the same equipement
Infuentials (third-party opinion leaders who may infuence the key public): professional athletes and media
How they will be used to infuence the key public (testimonials, examples, etc): testimonials
Proposed graphics/charts (if any): none
Method and timing of distribution (Internet, media kits, w/letter, etc.): media kits
Follow-up (if any): none
Finished size and paper (weight, fnish, etc): standard 8.5 x 11
Print quantity and number of colors: 100 colored copies
Timeline/deadline: June 2013
Index
News Pitch
COPY OUTLINE – NEWS PITCH
Key public (audience) including current level of understanding of product/service:
-Daily Harold North Utah County reporter
Secondary publics (audiences), if any:
Action desired from public(s):
-Request more info about Velocity Sports Performance and write story about it
How that action ties to the primary public’s self-interest:
-It will interest many readers
News hook:
-Utah is making name for itself with skilled athletes
Story headline:
-Local gym opens to create more top athletes
Story lead:
-Utah has received national recognition lately due to its growing number of
athletes. Velocity Sports Performance recently opened in American Fork, giving athletes,
more strength, agility, and speed.
Primary Message:
-Velocity Sports Performance is skilled in creating and perfecting athletes.
Secondary:
-Top athletes that have come out of VSP
-Testimonials of current athletes
-Testimonials of local coaches
-Testimonials of VSP trainers
Infuentials (third-party opinion leaders who may infuence the key public):
-Local high school coach
How they will be used to infuence the key public (testimonials, examples, etc):
-Interview coach who has had athletes train with VSP.
Proposed photos/charts to accompany story (if any):
-Picture of high school athlete working out at VSP
Method and timing of distribution (e-mail, fax, etc.):
-e-mail on monday morning
Specifc media to receive pitch:
-Daily Harold
Follow-up with media (if any):
Timeline/deadline:
-May 1, 2013
94 95
Index
Feature Story
COPY OUTLINE – Feature Story
Key public (audience) including current level of understanding of product/service: Fathers of high school athletes,
community leaders and athletes who are all familiar with training facilities, but might not know of Velocity in partic-
ular
Secondary publics (audiences), if any: ------
Action desired from public(s): Visit VSP and ask more information about their services
How that action ties to the primary public’s self-interest: The primary public’s self interest is to better themselves
or their family in their athletic ability and want to take them to a new level.
Proposed theme: VSP trains to your specifc needs
Proposed headline: Sports Training Facility Lead Athletes to Success
Proposed lead: Five of Pleasant Grove High School’s varsity football team has trained with
Velocity Sports Performance (VSP) since they were all freshman. These players have successfully led their team to
four consecutive seasons of playoffs, three of which took them to the fnals.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: VSP creates programs specifcally to each individual
Secondary: • Trains over 500 athletes a year
• The same workout is never repeated
• “When I would talk about VSP to my buddies, I found out that we weren’t doing any of the
same drills.” Wilksow said.
2. Primary Message: Keeps training safe and healthy
Secondary: • Has less than half of reported injuries than competing faclities
• VSP offers diet advice
• “VSP gave me tips in what to incoporate in my daily diet and those small changes helped
me a lot,” said NFL player Reggie Bush.
3. Primary Message: Velocity has trained several athletes who accomplished high awards
Secondary: • 5 Pleasant Grove football players who trained at VSP recieved full-ride scholarships
• Over 50 athletes who made it in the NFL
• Helped train 400 athletes who attained the MVP award in high school
Infuentials (third-party opinion leaders who may infuence the key public): Professional athletes
How they will be used to infuence the key public (testimonials, examples, etc): testimonials, statistics
Proposed photos/graphics (if any): VSP alumni with student atheletes
Desired length (number of words or pages): three pages
Method and timing of distribution (e-mail, fax, etc.): email
Specifc media to receive story: Daily Herald, Salt Lake Tribune
Follow-up with media: One week after distribution
Timeline/deadline: August 2013
Index
News Release
COPY OUTLINE – NEWS RELEASE
Key public (audience) including current level of understanding of product/service:
Anyone interested in losing a signifcant amount of weight, ranging from ages 20-55. Both men and women who live
in Utah Valley and are looking to lose weight at the start of the new year. This public may or may not know about VSP.
This is a chance for them to fnd out more information about the facility as well as the weight loss competition.
Secondary publics (audiences), if any:
Anyone in the Utah Valley who may know someone who is overweight and looking for help to lose weight.
Action desired from public(s):
We want this public to sign up for the weight loss contest.
How that action ties to the primary public’s self-interest:
This public is primarily overweight and is looking to lose that weight. This contest will give them the opportunity to
lose weight with the help of personal trainers.
News hook:
Velocity Sports Performance encourages adults to “Get Fit” with new weight loss program
Proposed headline:
New Weight Loss Program Begins in 2014
Proposed lead:
Velocity Sports Performance will be holding a 10-week weight loss event, beginning January and ending in March, for
all men and women who want to maximize their weight loss eforts.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: “Get Fit” is a weight loss program for overweight adults in Utah Valley.
Secondary: • 10-week weight loss program done at VSP facility with professional athletic trainers
• Competition is similar to “Biggest Loser”
• VSP recently moved to their American Fork location
2. Primary Message: Workouts will commence January 7, and continue everyday, once a day until March 14.
Secondary: • Trainers will hold daily workout sessions and instruct individuals on healthy eating for
attaining weight loss goals.
• Participants will be recording physical info everyday – weight, capabilities, etc.
• Winners who have lost the most weight will be rewarded on the day after the last day of
workouts.
Infuentials (third-party opinion leaders who may infuence the key public):
Friends, coworkers, spouses, parents, children, coaches, doctors or personal physicians and athletes.
How they will be used to infuence the key public (testimonials, examples, etc):
They may be encouraging them to lose weight, whether it be because of health risks or just to get their old body back.
Proposed photos/charts (if any):
VSP logo will be used on release.
Method and timing of distribution (e-mail, fax, etc.):
The press release should be sent (email) to all media outlets by December 1, 2013.
Specifc media to receive release:
Deseret News, SL Trib, Daily Herald, Daily Universe, any health or ftness publications
Follow-up with media (if any):
A follow up should be done by Dec. 8
th
.
Timeline/deadline:
News Release should be completed and sent out by Dec. 1
st
, latest.
96 97
Index
Copy Outlines
Copy Outline – SPECIAL EVENT
Event title/brief description: Get Fit Weight Loss Competition. A 10-week training program to help
participating individuals lose weight and create a healthy exercise regimen.
Key public (audience) including current level of understanding of product/service:
Our target audience is overweight men and women in Utah who have the desire to lose weight and get
healthy.
Action desired from public(s) after attending this event:
We want the individuals to see the benefts of working with the trainers at VSP and continue to come back
even after the competition.
How that action ties to the primary public’s self-interest:
We want more people to know about VSP’s new location and adult classes, so having this audience involved
will fll both of those needs.
Event date and time:
Begins January 6, 2014 and ends March 14, 2014.
Workouts will be everyday at either 6-7:30am or 5:30-7pm. This will provide convenient times for working
individuals whether they prefer morning or evening workouts.
Key Message/Theme:
Our key message is that it is important to take care of your body and that anyone can learn how with the
proper help. Our trainers are successful helping people achieve their strength and ftness goals and anyone,
no matter their weight, can achieve them.
“Get Fit - Every hot body starts at ground zero. It’s time to get your sweat on.
Timeline/deadline:
- Participant invitations: Advertise the Get Fit program by mid-November.
- Media invitations: Send out press release by Dec. 10 to all local media.
- Printed materials: Post posters and put out fyers at the end of November and beginning of
December.
- Incentives: Under Armour gear needs to be ordered by the kick-of date of the contest.

Index
Radio Advertisement
COPY OUTLINE – Radio Advertisement
Key public (audience) including current level of understanding of product/service: Stay-at-home mothers with older
children.
Secondary publics (audiences), if any: Overweight men and women (without children) in North Utah County.
Action desired from public(s): To sign up for a free trial.
How that action ties to the primary public’s self-interest: If they sign up for the free trial they will look more ft.
Overriding message and tone: Every hot body starts at ground zero. It’s your turn. Get your sweat on.
Format (jingle, single voice, dialogue, etc.): Single voice (upbeat sounding woman)
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Now that your children are in school, you have time to work out.
Secondary: • It’s hard to work out when you have babies around, but now that your children are in school
you can get your old body back.
2. Primary Message: You can get the help you need to maximize your workout at VSP.
Secondary: • One-on-one coaching, class training
• Speaker’s testimonial: “I tried it and it was awesome.”
3. Primary Message: Sign up for a free trial today.
Secondary: • Visit VelocitySP.com/Americanfork to see more
Infuentials (third-party opinion leaders who may infuence the key public): A woman “just like me.”
How they will be used to infuence the key public (testimonials, examples, etc): The “I did it and so can you”
testimonial of a woman you might already know.
Production format and length (script, recording, 30 sec., 60 sec., etc): 30 seconds
Slogan or tagline if any: Velocity Sports Performance. Why do you train?
Production quantity:10
Target stations: KBEE, KENZ, KMYL, KSFI, KBZN
Timeline/deadline: Dec. 2013, Jan. 2014
98 99
Index
Youtube Video
COPY OUTLINE – YouTube Video
Key public (audience) including current level of understanding of product/service: Recreational competitive athletes,
understand training for events but have never heard of VSP before
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary public’s self-interest: train harder, beat PRs, gain more confdence
Overriding message/theme and tone:
Training for your next event at VSP will give you the best results you have ever seen. The video will be humorous and
entertaining
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or gym
Secondary: • $60/month vs. $100/session
• Small classes prevent injuries and improper form
• Qualifed coaches personalize workouts to meet your needs
2. Primary Message: Give VSP a try for all your training needs
Secondary: • one week no commitment
• no contracts to be stuck in
• 85% of people who try it come back
3. Primary Message: our quality of training is top of the line, you can’t get anything like it elsewhere!
Secondary: • individual coaching in small classes
• Customized workouts to meet your needs
• Qualifed coaches make every workout a new experience
Proposed visuals: man working out on his own for an event, and struggling, man falls over, passed by VSP athletes
Production length (30 sec., 60 sec., etc): 30 seconds
Slogan or tagline (if any): Why do YOU train?
Production quantity: load it up one time to YouTube and link to it via the website, Facebook, and Twitter.
Timeline/deadline: Due April 8
th
, 2013.
Index
Leafet
COPY OUTLINE – Leafet
Key publics (audience) including current level of understanding of product/service: Recreational competitive athletes,
Overweight working adults. Both of these publics have experience with diferent forms of exercise and exercise
programs. Both of them have unique purposes in exercising. This leafet targets the idea of exercising with a purpose.
Action desired from public(s): Attend a class and join a consistent workout group.
How that action ties to the primary public’s self-interest: These individuals either want to lose weight or
compete better. They will be able to pursue those goals with others who share the same goals.
Overriding message and tone: We have a new facility, and we want you to come for the reason you want to come. The
tone is that people should train because they have a reason to train.
Primary Message: Visit our new facility for a new, quality training experience
Secondary: • Our classes are tailored specifcally to the group
• Our classes can ft in to lunch schedules
Proposed ad graphics: Velocity logo, athlete training
Slogan or tagline (if any): Train with a purpose, Why do you train?
Target publication(s): Businesses close to the new facility
Ad size, format: 8.5x5.5 leafet
100 101
Index
Photo
COPY OUTLINE – Photo with tagline
Key public (audience) including current level of understanding of product/service: Mothers of athletes, Overweight
adults, Recreational competitive athletes. This image will be used in another piece of collateral to support the content
surrounding it.
Action desired from public(s): We want to make them think and to consider their personal purpose in exercising.
How that action ties to the primary public’s self-interest: The action actually helps them identify their self-
interest. It helps them fnd a purpose that Velocity can provide an answer to.
Overriding message and tone: There are a lot of open possibilities. It makes them think about what they’re looking for.
Primary Message: Why do you train? We can help you fnd your personal answer to that question.
Proposed ad graphics: Open feld inside of a Velocity facility
Slogan or tagline (if any): Why do you train?
Target publication(s): Businesses close to the new facility
Index
Poster
COPY OUTLINE – Poster
Key public (audience) including current level of understanding of product/service: Recreational competitive athletes.
They may have heard of Velocity from other athletes they know. They all understand the idea of performing at a high
level.
Action desired from public(s): Come take a look at the new facility and begin training.
How that action ties to the primary public’s self-interest: These individuals are seeking to compete at a high
level. Training with Velocity will help them be stronger competitors.
Overriding message and tone: Velocity can help any individual train like a professional athlete. The tone is confdent
and exciting.
Primary Message: Velocity Sports can help you train like a professional athlete.
Secondary: • Come train with us
• Contact us with any questions
Proposed ad graphics: Velocity logo, professional athlete doing something impressive
Slogan or tagline (if any): Why do you train? Compete like a professional athlete
Target publication(s): Businesses close to the new facility
Ad size, format: 11x17 poster
102 103
Index
Sources
Sources
http://www.bls.gov/spotlight/2008/sports/pdf/sports_bls_spotlight.pdf
http://governor.utah.gov/dea/2010census_demoprofles.html
http://blog.surveymonkey.com/blog/2012/08/13/what-your-favorite-way-break-sweat-top-exer-
cise-habits-revealed/