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A Campaign Strategy and Media Plan For: Dr. Linda Gretton, Creator of the Future Fitness App
Created by: Cara Read Taylor Renwick Stephanie Schwartz Danielle Westerhoff

2 Dear Dr. Gretton, Thank you for the opportunity to pitch for the PR services. The members of the Bloom Advertising team are looking forward to meeting with you tomorrow. On behalf of the Bloom Advertising team, I am sending a brief reminder that our agency retains the rights to all materials presented, unless an agreement is reached on the appropriate compensation. Thank you again for taking the time to listen to our presentation. Sincerely,

Taylor Renwick
Marketing Coordinator
336.841.7448 trenwick@bloom.com

3 MUTUAL NON-DISCLOSURE AGREEMENT

This Agreement is crafted and entered into effect as of December 12, 2012, by Bloom Advertising and Dr. Gretton, the creator of Future Fitness. All information presented in the pitch is property of Bloom Advertising and unless selected for service all information is to remain confidential and copyrighted intellectual property. WHEREAS Bloom Advertising and Dr. Gretton, creator of Future Fitness, have an interest in participating in discussions wherein either Party might share information with the other that the disclosing Party considers to be proprietary and confidential to itself; and WHEREAS the Parties agree that Confidential Information of a Party might include, but not be limited to that Partys: (1) business plans, methods, and practices; (2) person nel, customers, and suppliers; (3) inventions, processes, methods, products, patent applications, and other proprietary rights; or (4) specifications, drawings, sketches, models, samples, tools, computer programs, technical information, or other related information; NOW, THEREFORE, the Parties agree as follows: 1. Either Party may disclose Confidential Information to the other Party in confidence provided that the disclosing Party identifies such information as proprietary and confidential either by marking it, in the case of written materials, or, in the case of information that is disclosed orally or written materials that are not marked, by notifying the other Party of the proprietary and confidential nature of the information, such notification to be done orally, by e-mail or written correspondence, or via other means of communication as might be appropriate. 2. When informed of the proprietary and confidential nature of Confidential Information that has been disclosed by the other Party, the receiving Party shall, for a period of three (3) years from the date of disclosure, refrain from disclosing such Confidential Information to any contractor or other third party without prior, written approval from the disclosing Party and shall protect such Confidential Information from inadvertent disclosure to a third party using the same care and diligence that the Recipient uses to protect its own proprietary and confidential information, but in no case less than reasonable care. The Recipient shall ensure that each of its employees, officers, directors, or agents who has access to Confidential Information disclosed under this Agreement is informed of its proprietary and confidential nature and is required to abide by the terms of this Agreement. The Recipient of Confidential Information disclosed under this Agreement shall promptly notify the disclosing Party of any disclosure of such Confidential Information in violation of this Agreement or of any subpoena or other legal process requiring production or disclosure of said Confidential Information. 3. All Confidential Information disclosed under this Agreement shall be and remain the property of the disclosing Party and nothing contained in this Agreement shall be construed as granting or conferring any rights to such Confidential Information on the other Party. The Recipient shall honor any request from the disclosing Party to promptly return or destroy all copies of Confidential Information disclosed under this Agreement and all notes related to such Confidential Information. The Parties agree that the disclosing Party will suffer irreparable injury if its Confidential Information is made public, released to a third party, or otherwise disclosed in breach of this Agreement and that the disclosing Party shall be entitled to obtain injunctive relief against a threatened breach or continuation of any such breach and, in the event of such breach, an award of actual and exemplary damages from any court of competent jurisdiction. 4. The terms of this Agreement shall not be construed to limit either Partys right to develop independently or acquire products without use of the other Partys Confidential Information. The disclosing party acknowledges that the Recipient may currently or in the future be developing information internally, or receiving information from other parties, that is similar to the Confidential Information. Nothing in this Agreement will prohibit the Recipient from developing or having developed for it products, concepts, systems or techniques that are similar to or compete with the products, concepts, systems or techniques contemplated by or embodied in the Confidential Information provided that the Recipient does not violate any of its obligations under this Agreement in connection with such development.

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5. Notwithstanding the above, the Parties agree that information shall not be deemed Confidential Information and the Recipient shall have no obligation to hold in confidence such information, where such information: (a) (b) (c) (d) (e) Is already known to the Recipient, having been disclosed to the Recipient by a third party without such third party having an obligation of confidentiality to the disclosing Party; or Is or becomes publicly known through no wrongful act of the Recipient, its employees, officers, directors, or agents; or Is independently developed by the Recipient without reference to any Confidential Information disclosed hereunder; or Is approved for release (and only to the extent so approved) by the disclosing Party; or Is disclosed pursuant to the lawful requirement of a court or governmental agency or where required by operation of law.

6. Nothing in this Agreement shall be construed to constitute an agency, partnership, joint venture, or other similar relationship between the Parties. 7. Neither Party will, without prior approval of the other Party, make any public announcement of or otherwise disclose the existence or the terms of this Agreement. 8. This Agreement contains the entire agreement between the Parties and in no way creates an obligation for either Party to disclose information to the other Party or to enter into any other agreement. 9. This Agreement shall remain in effect for a period of two (2) years from the Effective Date unless otherwise terminated by either Party giving notice to the other of its desire to terminate this Agreement. The requirement to protect Confidential Information disclosed under this Agreement shall survive termination of this Agreement.

IN WITNESS WHEREOF:

BLOOM ADVERTISING

DR. GRETTON, CREATOR OF FUTURE FITNESS

Signature

Date

Signature

Date

Printed Name

Printed Name

Title

Table of Contents Our Philosophy.... Get To Know Us... Your Target Market. Goals...... Campaign Theme Media Plan. Media Calendar... Budget. Deliverables Note from Bloom Advertising ... 7-8 9-12 13-14 15 16-17 18-19 20 21-24 25-35 36

Our Philosophy
Bloom Advertising is a small, full-service agency located in downtown Winston-Salem, North Carolina. We like to keep it real. We use traditional values of honesty, integrity and responsibility to achieve success. These values and creative concepts help us reach modern consumers. Our work is filled with love and devotion. We help make dreams become reality and bring ideas alive. What separates our agency from our competitors is our ability to deliver advertising game changing ideas and business results year after year. Back in 2010, Taylor and Stephanie met at Bikram Yoga. Despite their sweaty appearances, the duo got talking and realized that they had a common interest: advertising. In 2011 Cara joined the team and in 2012 Danielle joined to complete the fabulous four. Between Taylors coordinating skills, Danielles creative eye, Caras passion for the media, and Stephanies experience in agency life, the four women helped to plant the seed of Bloom Advertising and since then it has blossomed. Bloom values green initiatives, healthy lifestyles, and clean eating. Our clients include the Winston-Salem Whole Foods Market, Algaen Corporation, Winston-Salem Athletic Club, Womens Wellness and Fitness, Curves, Reynolda Farm Market, and Bikram Yoga. Our company also has accounts with Earth Creations, a sustainable hemp and organic cotton company to supply their companies with ecofriendly clothing.

8 We are fun. We like to laugh, sweat, and work efficiently. We bond during our work out lunch breaks. We love organic, we love nature, and we care about healthy lifestyles. We love personal contact with clients so we carry our cell phones around 24/7. We have very active Facebook and Twitter accounts for all of our clients and are branching out to use Pinterest and FourSquare. Bloom Advertising is more than just an agency; it is a lifestyle that we have adapted to become our own. We make your vision our vision. Let your company bloom with us!

Meet Cara Read

Fresh out of college with an optimistic approach to advertising, Cara Read, our Media Relations expert is a great asset to the Bloom Agency. Cara worked at French/West/Vaughan, the Southeasts top independent brand management firm. There she worked on a team with well- known clients in various industries. Prior to her work with FWV, Cara worked for the fastest growing non-profits in North Carolina, The Queens Foundation, Inc. In May 2012, she graduated from HPU with a Bachelors degree in Strategic Communications and Marketing. Her extensive knowledge of public relations and advertising make her an integrated marketing machine!

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Meet Taylor Renwick

Taylor Renwick graduated from High Point University with a Masters in Strategic Communication and a Bachelors in Graphic Design. After graduation, Taylor worked as the Community Relations and Marketing Coordinator for the New Britain Rock Cats, AA affiliate of the Minnesota twins, for two years. She brings her research analysis skills, marketing strategies, and creative thinking to the Bloom Advertising team. Taylor uses her keen eye, competitive spirit, and positive attitude to motivate her associates on a daily basis. When she is not diligently working in her office, Taylor is spending her free time taking photographs of nature and going to the beach with friends.

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Meet Stephanie Schwartz

Stephanie has a passion for advertising and an equal love of exercise. A graduate of High Point University with a Bachelors in Strategic Communication and Marketing, she brings great energy to the team. Before joining the Bloom team, she taught Zumba classes. A native Floridian, Stephanie took regular Xtend Ballet Barre and Pilates classes to work out. Stephanie has a keen sense of organization and sends out a monthly calendar to her team and all clients. Stephanie has had prior experience working in full-service strategic communication agencies and brings a wealth of knowledge to the team.

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Meet Danielle Westerhoff

A recent High Point University graduate, Danielle Westerhoff joined Bloom Advertising in November 2012. Originally from northern New Jersey, Danielle loves the green landscape in the Triad area. Before working at Bloom Advertising, she worked at New York Sports Club teaching swim lessons and working out in her free time. An active and healthy lifestyle is important to Danielle, which is why she chose to become a member of our team. Working as Creative Director, Danielle excels with all Adobe formats and cannot wait to challenge herself with new and exciting campaigns.

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YOUR Target Market

After a close evaluation of the market, Future Fitness is the next generation of fitness. The target market is males and females ages 20-40. These are young professionals with busy lives. They want to pursue fitness but claim do not have the time or resources to devote to a gym. The target market is making an income but not enough to want to spend on a gym membership. They live in urban areas, perhaps in their first apartment or home. Users of the product live all around the world. Fitness has no boundaries. The target market recognizes that there is a need for fitness in their lives, but have yet to find a solution to their time and money constraints. They enjoy technology and appreciate new innovations. We plan to first target women with the product and using a trickle effect will penetrate the male market. The age group has potential to expand as knowledge of technology expands. With 97.1 million overweight adults in America, fitness is at its peak. At any given time, 33%-40% of women are trying to lose weight. Only 22% of adults meet the recommended physical activity guidelines, 60 minutes of cardiovascular exercise a day paired with healthy eating. From our research results, we have narrowed the target market down to those who are interested in losing weight. There are 280,000 deaths annually attributed to obesity. We plan to lower this number and target those who need a stable workout plan.

14 Currently on the market, there are no holographic apps on the iTunes/iPhone/iPad platform. There are other apps that try to create convenient workouts, but do not include all of the features that Future Fitness offers. No other app provides daily workouts, a calorie counter, healthy eating recipes and a merchandise store to purchase Future Fitness apparel. Some new and noteworthy apps to consider as competition would include Pocket Yoga, iMuscle, Daily Burn, Fooducate Plus, and FitnessBuilder. All of the apps offer one benefit but do not offer the fitness lifestyle that Future Fitness provides for consumers.

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Goals
Bloom Advertising will provide Future Fitness a homogenous approach to advertising, marketing, and branding campaigns. Elements including print advertising, social media advertising (Facebook, Twitter, Pinterest), and word-ofmouth advertising. Point-of-purchase advertising and out-of-home advertising are also ventures to explore. Branding ventures will include assisting with the exploration of additional mediums to sell the application (in addition to the iTunes market), research, creating a brand voice and positive image among consumers. Overall, Bloom plans to help establish brand awareness of the product for health-conscious adults, create advertising campaigns to increase sales and bring home new customers, and push for a more international reputation. We believe that we are the most health-conscious advertising agency in the Triad. Our passion for fitness and healthy lifestyles to best implement the advertising goals. We are the target market. We know the kinds of people to target, the places to put the advertisements, and the best ways to attract people to the product. We can measure the success of our campaign by using online analytics for the Facebook and Twitter pages that we have created for Future Fitness. Search Engine Optimization will be key. Advertisement circulation for the print ads will play a role, as well as the scans of the QR code we have created that will push the consumer straight to the app.

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Campaign Theme
Bloom Advertisings theme for the Future Fitness campaign is big, bold, and bodacious. The power of Future Fitness is that it is futuristic technology that can reach modern day consumers. To emphasize the convenience of the application, our theme is every day women using the futuristic application in various locations. Our advertisement features an every day woman working out in her office. The woman in the advertisement is able to work out in the privacy and comfort of her office because Future Fitness is an iPhone/iPad/iPod application that projects a hologram workout, no matter where you are. The advertisement shows how easy the app is to use. Our goal is show the convenience, fun, and modernization of the app. To show the fun, bold, and modernization of the app, the Future Fitness logo we created utilizes bold colors. The green app represents the idea of go time. People recognize the color green as healthy and permission to go. Future Fitness is an app to promote a healthy lifestyle so the green color of the app goes hand in hand with the healthy image. Furthermore, green means go when it comes to traffic lights. When consumers see the color green on the application they connect it to the color green on a traffic light. Consumers can feel empowered by the futuristic technology the app utilizes. The fonts are bold and powerful. Our theme for the campaign is go big, bold, and bodacious. Future Fitness is remarkable and an excellent application

17 because it produces results and allows convenience for consumers. The application works well for people that have limited time and are on a budget. It is cheaper to download and use Future Fitness than it is to purchase a gym membership. Through our campaign, we are trying to show the convenience that the application offers. To emphasize the futuristic appeal of Future Fitness, we intend to use the power of social media to launch the advertising campaign. We will use Facebook and Twitter to create a buzz about the product. On these social media sites we will upload a QR code for Future Fitness that allows consumers to be automatically directed to the iTunes store. QR codes allow convenience for consumers and that is what we are trying to achieve. Our campaign is convenience. Future Fitness is convenient so we are making ways to purchase the app convenient.

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Media Plan
Bloom Advertising plans to use a number of mediums to promote Future Fitness. We plan on running a series of print advertisements in People Magazine, Self Magazine, Shape Magazine, and Mens Health Magazine. In addition to the print advertisements, we have created an iTunes point-of-purchase card that will be placed at Starbucks as a part of their free app trial program. A pop-up ad will be placed on the USA Today website to begin, with opportunities to expand to other websites. A social media initiative has been put into place, with the creation of a Facebook page for Future Fitness. On the Future Fitness Facebook page, there is a QR code that leads directly to the App Store to purchase Future Fitness. Additionally, we have partnered with Earth Creations to produce an environmentally friendly and organic line of work out tee shirts, drawstring backpacks, and water bottles, all featuring the Future Fitness logo. We believe that a push towards both print and digital media will be the best approach to brand Future Fitness. Users of the product are generally active online and will recognize a new product being pushed. The magazines selected fit into our target market as publications that they would most likely read. Social media is the way of the future and majority of the target market will be online. We chose to put a point-of-purchase ad at the Starbucks counter for many reasons. Our target market most likely will have multiple Starbucks Coffee Company locations in their neighborhoods or near their work. Starbucks has had great success with their App and Song of the Week cards that are located by

19 the register and are free for consumers. Starbucks has recently committed to wellness by creating healthier options at their coffee houses, including drinks with low calories, less sodium, and lower caloric snack options. Users of Future Fitness may very well go to Starbucks to hydrate before a workout or replenish afterwards. We believe that this location will provide great brand awareness and help create more users. People who purchase into the Future Fitness app are buying more than just a product but a lifestyle as well. This is why our clothing and product line will be beneficial. Consumers will want to brag and represent the reason they lost weight and got fit. Tee shirts, back packs, and water bottles are a good start to the Future Fitness swag line and can be expanded in the future with shorts, sweatshirts, sneakers, and other products. Through the purchase of apparel, this is free advertising for Future Fitness.

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Media Calendar
January 2013: The Launch
During January we plan on featuring out print advertisements in People Magazine, Self Magazine, Shape Magazine, and Mens Health Magazine. This will help create initial buzz.

February 2013: Future Fitness Goes Viral

The Facebook and Twitter pages are launched and will create a social media buzz. The pop-up ads will also start on USA Todays online site.

March 2013: Fitness Meets Coffee Shop

The App of the Week Cards will start to pop up all throughout Starbucks locations.

April 2013: The Lifestyle

At this point, we expect Future Fitness to have a sound reputation. The apparel line will be featured after four months of media. Paired up with Earth Creations, the spring collection apparel line will be released.

May 2013: How Do You Feel?

A Youtube testimonial competition will be announced, creating buzz and generating interest as well as maintaining resonance in the eye of the consumer. Winner will receive a prize of apparel and extended membership.

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Budget
Facebook & Twitter:
FREE! The beauty of social media is that it is free. It costs nothing to create a Facebook and Twitter page for Future Fitness.

Pop-up ad USA Today:

Pop-up advertisement costs vary based upon how many times it pops up on a website. USA Today charges $250 for 100,000 pops. Bloom Advertising would spend $750 for 300,000 pops to increase the number of impressions it would make for Future Fitness.

Point-of-purchase Starbucks card:

FREE! It costs nothing to have a point-of-purchase advertisement at Starbucks. The reason for this is that both Starbucks and Future Fitness will be getting exposure. Starbucks highlights an application of the week for free! Future Fitness would be the application of the week and therefore it would cost nothing to put the Future Fitness logo on the Starbucks highlight card. The card says Starbucks at the top of it so Starbucks will be getting joint publicity.

Magazine ad for People: We will have a full-page advertisement in

People Magazine because the target market is most likely to read People magazine. A full-page advertisement will cost $305,900.

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Magazine ad for Self: A full-page advertisement in Self Magazine will cost

$88,280. This price is significantly less than People Magazine because it has a drastically lower number of readers. However, we want to advertise in Self Magazine because it is a fitness magazine for women. This advertisement will directly speak to the target audience for Future Fitness.

Magazine ad for Shape: Shape is a magazine about being fit, fabulous,

and in shape. It is perfect for the target audience of business people seeking ways to become healthier. A full-page advertisement will cost $182,023. This price is reasonable because it will be completely in color and directly target Future Fitness clientele.

Magazine ad for Mens Health:

Men are the secondary target market for Future Fitness but a market nonetheless. A full-page color advertisement would cost $195,780.

Clothing line:
Cheap! Bloom Advertising has a promotional deal with Earth Creations. Earth Creations is one of our biggest accounts. The agreement is that Bloom Advertising can use their clothing to promote other businesses. Both parties are satisfied because Earth Creations gets its brand into the publics eye and the other business gets its product brand awareness as well. To create clothing via Earth Creations will cost minimal. It is approximately $2.00 per shirt to cover the

23 cost of materials. No labor fee because of the agreement Bloom Advertising has with Earth Creations.

Word of mouth:
FREE! Word of mouth does not cost anything and is highly effective. People trust the opinions of their peers. Word of mouth can help Bloom Advertising create a positive buzz about Future Fitness.

QR codes:
FREE! QR codes are easy to create and can be done online. The placement of QR codes is key. If placed correctly, consumers will have instant access to the Future Fitness Facebook page and iTunes store to purchase the app. Cheap and efficient!

Promotional gift card:

The cost to create a gift card is minimal. The layout and design is already created. The main cost would be the cost of the gift card itself. It is a 30-day trial membership for Future Fitness. It costs $40 to use Future Fitness for a month. That would equate to $40 per 30-day trial promotional gift card. Therefore the cost would depend on how many 30-day trial promotional gift cards Future Fitness wants produced.

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Water bottle wrap:

The more cases of water bottles we create the cheaper it is to produce water bottles with customized labels. For example: 1 case of 12 water bottles with custom labels is approximately $29.95. Two cases are $52.32 total or $26.16 each. 7 Cases 15 Cases 23 Cases 50 Cases 84 Cases 168 Cases 252 Cases 336 Cases 420 Cases 756 Cases $23.52 each $18.24 each $14.88 each $13.68 each $12.96 each $11.76 each $11.04 each $10.56 each $10.00 each $9.00 each $164.64 total $273.60 total $342.24 total $684.00 total $1,088.64 total $1,975.68 total $2,782.08 total $3,548.16 total $4,200.00 total $6,804.00 total

25 When designing the Future Fitness application for Apple Technology, we wanted a bold icon. The person working out and the title are both created out of bold fonts and shapes. We chose to make the icon green because of the power of green. Green encourages people to go! People associate the color green with a positive attitude. We also chose green because it is symbolic of healthy living. Green represents our companys plan for an organic, healthy, green lifestyle; something that Future Fitness represents.

26 This is the QR code that links to the Future Fitness Facebook page we have created. As soon as people scan the QR code with the QR scanner on their cell phones, they will be sent to Future Fitness Facebook page. A second QR code we will create is one that links directly to the iTunes Application store so that people can purchase Future Fitness easily, and immediately.

27 Bloom Advertising has a standing agreement with Earth Creations, an organic clothing company. If we are offered the opportunity to launch Future Fitness into success, we will be putting the Future Fitness logo on athletic apparel created by Earth Creations. We want to send the message that Future Fitness is not just a workout, calorie tracker, eating guide, and personal trainer application. Future Fitness is also a way of life. A full line of apparel can help enhance the concept of a healthy lifestyle into the minds of the consumers.

28 To go along with the workout spring collection of Future Fitness workout apparel, we have designed a drawstring backpack. People bring bags with them to the gym or other location of exercise. In the bag people put water bottles, sneakers, socks, snacks, and other necessary workout items. By creating a workout bag with the Future Fitness logo on it, consumers will be exposed to the brand. If one person uses the bag, then all of the people that see the person using the bag will be curious about Future Fitness. Every time someone sees the Future Fitness logo, it is another impression on that consumer. To increase the frequency that people see Future Fitness, we have designed a workout, drawstring, backpack that consumers can carry around with them.

29 In addition to the out-of-home advertisement of a workout, drawstring, backpack, Bloom Advertising wants to create water bottles. Water bottlers go hand in hand with working out; so, it only makes sense that there is a Future Fitness water bottle. Water bottles are an easy way to get exposure for Future Fitness. Everyone needs to drink water before, during, and after a workout. A Future Fitness water bottle would help spread the brand name, Future Fitness, and ad to the healthy lifestyle that we are aiming to convey to the consumers.

30 Pop-up advertisement for USA Today! This is an eye grabbing type of advertising.

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Point-of-purchase advertisements are effective because they are advertisements located at registers and other places where people make purchases. Starbucks targets healthy business people. In other words, Starbucks targets the same consumers as Future Fitness. Bloom Advertising wants to put the app pick of the week card at every Starbucks counter in the Triad area and eventually expanding to every Starbucks in the United States.

32 Bloom Advertising will be placing this advertisement in Self Magazine, Shape Magazine and People Magazine. A similar advertisement will be made but with a man exercising, and be placed in Mens Health Magazine. This advertisement will catch the readers attention and hypes on the theme of convenience. Future Fitness fits into a busy persons life. We have create the slogan Extend your fitness beyond gym walls to represent the Future Fitness application.

33 This is the custom water bottle wrap we created. It includes the Future Fitness logo so that we can continue to increase brand awareness. It also has the QR code that will link directly to Future Fitness Facebook page. By adding the QR code, there will be more traffic on Future Fitness Facebook page. This will help increase the buzz about Future Fitness and allow us to participate in viral marketing.

34 Social media is a prime way to create brand awareness. Here is the Facebook account we have created for Future Fitness. We can monitor the number of views, likes, purchases, and other important details about the success of Future Fitness through the Facebook page.

35 As part of our promotional campaign, we want to create and hand out several free 30-day trials. Here is what the trial cards will look like:

36 Thank you for your time. We appreciate the opportunity to present to you today, December 12, 2012. We look forward to hearing from you soon. From all of us at Bloom Advertising we wish you the best of luck in your endeavors and happy holidays!

For more information about Bloom Advertising please visit us at www.bloomwithus.com or call us at 336.841.7448 Be sure to like us on Facebook!