Table of Content

Content Page NumbersExecutive Summary 2

Corporate History 3

Product, Price, Placement & Promotion 4

SWOT Analysis & Deductions 7

Target Market Analysis 10

Public Relations Audit 13

Marketing Goals & Objectives 16

Public Relations Plan 18

Advertising Plan 20

Media Plan 23

Budget Breakdown 26

Appendix 26

Bibliography 47

Executive Summary

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Crossfit is a fitness phenomenon that has revolutionized and rejuvenated the fitness industry since the concept was first introduced fourteen years ago. Founder Greg Glassman, who was a gymnast devised the programs “jack of all trades, master of none” approach1. This approach defines the strategy Crossfit uses to achieve fitness. Glassman’s early athletic experiences directly influenced Crossfit’s goal of achieving “greater work capacity across broad time and model domains.” In Crossfit’s view, the goal is not to achieve specialized abilities and fitness that applies to one particular set of movements. The goal is general physical preparedness.

As of 2013, Crossfit Inc. has hit over 5000 affiliates worldwide. In 2009 there were roughly 1500 Crossfit affiliates in North America. In a three year span, Crossfit grew at 3.2 boxes per day2. Crossfit has made an impression and attracted people from all walks of life- from Olympic athletes to stay-at-home moms. Crossfit (widely used by military, police and firefighters) has become tremendously popular with anyone wanting to improve their fitness. It cannot be argued that Crossfit is hugely profitable, and its growth has only accelerated during the worst economic downturn since the 1930s. That is something very few companies- fitness or otherwise- can claim.

Crossfit Kitchener is a testament to the power and popularity of Crossfit. Since first launching in 2009, the business has grown substantially from 60 member to almost 300. In 2012, CF Kitchener launched Crossfit Kids and Dry-Land Training, fitness programs designed specifically to meet the needs of the younger generations. The goal is to instill a lifelong love of fitness in today’s youth. Crossfit Kids is a fairly new concept in the Crossfit industry and because of Crossfit’s reputation as a high intensity training regime, many parents do not associate the sport with being a suitable activity for their children.

As Canadians are becoming more and more concerned about childhood obesity and a lack of physical activity in today’s youth, there is huge potential for Crossfit Kids to revolutionize the way we educate and motivate kids to get and stay moving.

This plan outlines clear communications objectives, strategies and tactics to raise awareness for both the Crossfit Kids and Dry-Land Training programs as well as the Crossfit Kitchener brand itself. This campaign launch will work to educate Crossfit Kids target audience about what the programs entail, address any safety concerns, portray the benefits, and how much fun their child will have, while increasing their confidence both mentally and physically. The fundamentals of Crossfit will provide kids with the tools they need to be successful in both the sports/ fitness world and the real world.

Crossfit Kids and Dry-Land training will address these issues through print advertising, online advertising, promotional advertising and event marketing. These integrated marketing communications will be used to achieve the marketing and communications objectives of this plan as well as address some of the issues and challenges surrounding the implementation and success of increasing registration in the Crossfit Kids programs.

Corporate History

1 http://www.theboxmag.com/crossfit-box-101/origins-of-crossfit/

2 http://crossfitprototype.com/crossfit-stats-and-the-purpose-of-community/

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Crossfit Kitchener opened in June 2009 by husband and wife Joanne and Lance Mittelholtz. Owner Joanne Mittelholtz has spent over 20 years in the fitness industry working as a personal trainer in several different gyms and homes3. During her late teens and twenties she dedicated herself to competing in fitness and bodybuilding competitions. The overall stress and repetitiveness of the targeting of specific muscle groups led her to burn out and take up running. She began training and competing in triathlons but eventually began to notice that although her cardio was improving, a lack of weightlifting was leaving her feeling weak and imbalanced. Six years ago she and her husband Lance (also a competitive runner) discovered crossfit and its methodologies and found that its effectiveness and efficiency compared to no other training method they have tried. A lifelong love of sport and fitness and a belief in the CF methodologies and the community/grass roots feel, motivated and propelled them to take a leap of faith and open up Crossfit Kitchener.

Between the two of them Joanne and Lance have obtained and share some of the following qualifications:

Crossfit Level certified, Crossfit Gymnastics certified, Agatsu Barbell certified, Can-Fit-Pro Pre and Post Natal certified, Community Triathlon Coach-National Coaching Certification Program, Crossfit Kids certified

The first Crossfit Kitchener box was located on King Street near Ottawa street in downtown Kitchener and had 2100 square feet. There were only three trainers including Joanne and Lance, and approximately 60 members in the first year of opening and within the first three months they hired three more trainers.

To accommodate the growing number of members, in August of 2011, Crossfit Kitchener moved to 543 Mill Street Kitchener. The new facility offered 5000 square feet which allowed for more equipment and much more space for members to work. In September 2012, Joanne and Lance decided to launch a Crossfit Kids program. Both a passion and a dream for Joanne, Crossfit Kids is a new direction as Crossfit Kitchener continues to grow and expand its brand. In September 2013, Crossfit Kitchener opened up a second 6000 square foot location on Borden Street, Kitchener. Now with two locations, the Borden location is primarily used for the daily crossfit WODS and adult crossfit training programs, while the Mill St. location is now being used for the Crossfit Kids program, birthday parties, competitions, crossfit fundamentals, yoga, and dry-land training.

Currently, Crossfit Kitchener has between 250-300 members at the Borden location and approximately 130 in the various programs at Mill Street. They have loyal members and have built a strong sense of community. Joanne and Lance now have 13 staff members working for them and our beginning to put more focus on growing and promoting the programs offered at the Mill Street location. Overall, Crossfit Kitchener now offers the following programs: Crossfit fundamentals, Crossfit Kids, PD Day- Day Camps, birthday parties, Women’s Only Boot Camp, Dry-Land Team Training, Special/ Corporate Group visits, yoga classes, 0-course prep class, personal training and health screening/ body composition testing.

Mission Statement:

To develop stronger, fitter, faster athletes in a positive and safe environment.

3 www.crossfitkitchener.com

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Product, Placement, Price & Promotion

Product:

Crossfit workouts combine exercises from the following 3 modules”

Gymnastics- pull-ups, push ups, ply box jumps, ring dips, medicine ball throws Cardiovascular Conditioning- including running, skipping, rowing Weightlifting- squats, deadlifts, clean & jerks, snatches.

Crossfit works to develop 10 Domains of Fitness:

Cardiovascular/ respiratory endurance- the ability of body systems to gather, process, and deliver oxygen.

Stamina- the ability of body systems to process, deliver, store, and utilize energy. Strength- the ability of a muscular unit, or combination of muscular units, to apply force. Flexibility- the ability to maximize the range of motion at a given joint. Power- The ability of a muscular unit, or combination of muscular units, to apply maximum

force in minimum time. Speed- the ability to minimize the time cycle of a repeated movement. Coordination- the ability to combine several distinct movement patterns into a singular distinct

movement. Agility- the ability to minimize transition time from one movement pattern to another. Balance- the ability to control the placement of the body’s center of gravity in relation to its

support base. Accuracy- the ability to control movement in a given direction or at a given intensity.

Every day a new Workout is posted, called the Workout of the Day or WOD. Everyone who comes to class that day does the same WOD- this creates a camaraderie among the participants that is unlike any other gym experience

Crossfit Kids is designed to meet the specific needs of a younger generation (neurological, cognitive, motor), this program highlights the importance of exercise and prepares young bodies and minds for optimal growth and development. CF Kids is for children between the ages of 3 and 14. Classes focus on skill progression, fitness, and most importantly of all, having fun! CF Kids is focused on teaching kids the importance of exercise and to help them create a lifelong love for fitness. Not all of these kids are sports minded. CF Kids classes are designed like lesson plans and the lessons include nutrition talks, goal setting, at home challenges etc.... CF Kids is based on the overall concepts and crossfit methodologies listed above.

Dry- Land Training is geared specifically towards athletes who are focused on strength and conditioning to give them an extra edge with their sport. Even though it is a generalist program and do not teach sport specific movements, CF Kitchener will still gear the program towards their sport. i.e. for hockey players we'll focus on agility, CV conditioning and strength training. The program challenges the athlete both mentally and physically, while improving their cardio- respiratory endurance, stamina, strength, flexibility, agility, accuracy, balance, co-ordination, speed and power, through weightlifting, gymnastics and metabolic conditioning.

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Athletes will learn safe and proper techniques from qualified and experience trainers. Athletes will gain an understanding of the importance of strength and conditioning training and

the role it plays in sports. The program will provide athletes with a great head start to the season, as well as throughout

the season, and will gain a passion for training that will carry them throughout life.

Placement:

Crossfit Kids and Dry-Land Training are offered at the Mill Street location exclusively. Crossfit Kids is split up into quarterly sessions throughout the year: spring, summer, fall and winter. Currently, the winter session runs from January 4th-April 5th and the spring session will run from April 9th- June 28th.

CF Kids winter and spring schedule:

1 X per week- Juniors- ages 5-8

Saturdays 10am

1X per week- Seniors- ages 9-14

Saturdays 11am

1X per week- Mixed Class- ages 6-14

Wednesdays 5pm

2X per week- ages 7-14

Wednesdays 6pm and Saturdays 9am

Dry-Land Training will have a schedule based on the amount of sessions purchased and will be decided upon between the owners and the team.

Price:

CF Kids: 1X/ week- $169.00

CF Kids: 2X/ week- $338.00

Dry-Land Training:

1-9 sessions -$139.00/ session

10-19 sessions - $129.00/ session

20+ sessions -$119.00/ session

Promotion:

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In the past year, CF Kitchener has been using a variety of promotional tactics to try and increase registration and overall brand awareness for both the organization and the CF Kids specific programs. They run a monthly print advertisement in the local community paper called SNAPD. When CF Kitchener opened the location on Borden street they placed a one page announcement/ advertorial in the Waterloo Region community SportsXpress magazine, alongside a half page advertisement. The advertorial described what Crossfit was, a blurb about Crossfit Kitchener’s growth, the new facility, the trainers and the classes and programs offered. The organization uses their Crossfit Kitchener Facebook page to promote the CF Kids and Dry-Land training programs and encourage registration regularly.

CF Kids also offers the following regular discounts:

CF Kids: 15% discount to CF Kitchener members

10% discount to 2nd and 3rd family members

CF Kitchener owners Joanne and Lance Mittelholtz admit that most of their success in gaining awareness and increasing registration has been through word of mouth and from members within the Crossfit Kitchener community.

SWOT Analysis & Deductions

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Crossfit Kids and the Dry- Land programs have been analysed on their strengths, weaknesses, threats and opportunities in comparison to two possible competitors and youth programs in the KW region. For the purpose of this report, CF Kids/ Dry-Land have been compared to: A full SWOT and competitive analysis and comparison chart of these programs can be found in the appendix. The CF Kids/ Dry-Land SWOT analysis is as follows:

Strengths-The only Crossfit facility in the KW region offering Crossfit Kids programs.-The Crossfit Kids program is a unique, fitness program that works on balance, flexibility, strength, endurance and skills unlike any other program in the area.-CF Kitchener has experience considerable growth in a short amount of time and has built strong member loyalty and a continuously growing customer base.-CF Kitchener hosts many “family” events that brings CF members and their families together for 5km runs, challenges and competitions.-The owners Joanne and Lance are the face of CF Kitchener and CF Kids, they have built strong relationships with the members their children and run and coach many of the programs. They are very involved in every aspect of their organization, and this is strongly reflected in their success.-Work outs are never the same so kids do not get bored.-Their passion and enthusiasm is very clear to members and prospective registrants that they speak to in the community, it is very contagious.-CF Kitchener have been very active in trying to promote CF Kids and the Dry-Land Training program through print ads and fundraising events.-They have a monthly ad put into the community paper SNAPD.-Offer discounts to current members who sign up their children.-Currently, promoting PD day kids programs and partnered with the Kitchener Rock climbing facility next door to offer a full day of activities and lunch to kids on their day off of school for only $40.00.-Option to Crossfit once or twice a week.

Weaknesses-CF Kitchener has a Facebook page, but the CF Kids programs do not have a current online social platform.-Have not tried any online advertising yet.-Crossfit Kids is a very niche, no other facilities are offering anything similar, so many parents are unaware and uneducated about what Crossfit Kids is.-The sport of Crossfit has recently come under fire, after a Crossfit trainer in the States was seriously injured.-Crossfit has been stereotyped as an intense, military workout which can seem intimidating to anyone who is uneducated about Crossfit actually is.-Crossfit Kids has only recently been introduced and is fairly new the fitness industry.-Many children in between the ages 6-14 are already registered in sports and after school programs, parents may not see the benefit, may not have the time or money to register their child in another program.-5th down on google when you search dry-land training Kitchener.-Kijiji appears before Crossfit Kitchener.-Website is black background with red and white writing, not the most visually appealing.

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-Teams can decide their schedule for the Dryland Training.-Birthday parties have been successful in promoting the Crossfit Kids and Dryland Training Programs.-Picture is posted everyday with the WOD of members, Crossfit Kids, events within the community.-Works well to motivate and create a strong sense of community.-Just shot and produced a very powerful commercial for Crossfit Kitchener.

Opportunities

-KW movie theatre pre-ad-Opportunity to promote at local arenas for Dry-Land Training and Crossfit Kids programs.-The recent commercial made has only been shared online and has not been promoted through any other avenues.-Opportunity to reach and connect with a much broader audience.-Many members have children within the ages of 6-14, as well as play on sports teams that would benefit from the Crossfit Kids program and the Dry-Land training.-Joanne has been recently trying to work with Lutherwood and run an at-risk youth Crossfit program, great opportunity for publicity for the organization and the good it is doing within the community.-The Crossfit Opens are coming up in March, the regionals in May and the Finals in the summer.-The sport of Crossfit is in the news and featured on sports channels, a great opportunity to promote Crossfit Kids/ Dry-land training and take advantage of the free publicity.-Opportunity to run and host a Crossfit Kids Open/ friendly competition.-Family day is coming up, an opportunity to promote a family WOD open to everyone.-Youtube is a great opportunity to share what Crossfit Kids/ Dry-land training actually is and

Threats-Kitchener minor hockey league offers their own dry-land training programs.-Waterloo soccer/ hockey leagues also offer their own dry-land training programs.-parents may not look outside these organizations because they are convenient and they assume they are credible sources and believe they are best suited for the athletic needs of their child.-The YMCA is right around the corner and offers more cost effective fitness programing for parents who may not have a lot of money to spend on their child’s extra-curricular activities.

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educate parents about it involves.

Deductions

CrossFit Kitchener is very unique as it is offering the only CrossFit Kids programs in the KW region. CrossFit Kitchener has been making strong efforts towards promoting their brand as well as their growing list of programs since it first opened in 2009. The owners have been very diligent in advertising through print, e-blasts, organizing fundraising/ promotional events and in-house. Since introducing the CrossFit Kids programs and Dry-Land training, CrossFit Kitchener has been struggling to educate both the CrossFit and KW community about the training opportunities and benefits for kids.

CrossFit Kids and the Dry-land training teach functional movements that are fundamental to all things that kids need to do when they play, pull, run, push, lift, climb and throw. CrossFit Kids does not teach them to be good in just one thing, the work outs are designed to increase physical competence in the 10 fitness domains. Because the workouts are scalable, they can equally benefit a person who is less active or an accomplished athlete by tailoring workouts so that each participant is challenged just enough to deliver measureable results and personal athletic progress. The CrossFit Kids and Dry-land training programs are very strong and unique products that have a large untapped market of hockey and soccer parents in the KW region who are constantly looking to improve their child’s athletic abilities and potential. Where CrossFit Kitchener is challenged in the area of advertising and promotions.

Unlike the local YMCA and hockey/ soccer dry-land training, CrossFit Kids is a relatively new concept in the fitness and sports industry. Parents are unaware of what the CrossFit Kids program and Dry-land training can do for their child. CrossFit Kitchener needs to find new, innovative and affordable ways to specifically demonstrate what the programs offered consist of to the target markets. Since a majority of consumers prefer online channels to receive information rather than traditional print, CrossFit Kitchener should begin to consider advertising and interacting more with their target markets online. CrossFit Kitchener would benefit from some PR and media relations strategies to get their name and brand out there and educate the community on their efforts to improve kid’s health and fitness in a fun, safe and effective way.

Target Market Analysis4

Primary Target4 (PMB, 2013)

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Demographics

Males and females 34-49 years old University graduates Annual household income $50,000-100,000

Psychographics5

Home owners Children ages 3-18 living at home Time pressed and fast paced daily routines Becoming more and more technologically savvy More inclined to traditional and broadcast media

Appropriate print would be the The Record, Kitchener Post and SNAPD Concerned with their family’s health and keeping their family active. Pay attention to the latest fitness and diet trends. Do not have a disposable income, but are able to carve out their own lifestyle and are therefore

open to alternative ways of living and trying new activities.

Geographics

KW region

Key Public #1:

This campaign will be targeted at families, more specifically parents. This group is identified as a latent public because they have children between the ages of 3-14 who are looking participate in extra- curricular sports and activities, but they are unaware of the CrossFit Kitchener Kids programs and what they entail. The reason behind targeting parents, especially mothers is because even though men participate in registering their children in after school activities, women have the decision making power. With society becoming more and more health conscious and especially with child and adult obesity rates increasing, parents are looking for new ways to get their child moving and active on a daily basis that will promote a life-long love of fitness. CrossFit Kids would benefit this public in that it would provide a variety of fun and challenging programs that will increase confidence, strength, skill and keep their child active.

Secondary Target

Demographics

Males and females Annual household income $100,000- 150,000 34-49 years old College or University graduates

5 (Utah Blue Media Index Cluster, 2013)

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Psychographics6

Children ages 3-28 living at home Current Crossfit members Physical health is a priority Unconventional, unsatisfied with the status quo Looking to improve and change their lives Fitness is a very important part of their daily routine. Community minded, most likely to be involved in community-run or community sponsored

organizations

Geographics

KW region

Key Public #2:

This campaign will target current CrossFit Kitchener members with children between the ages of 3-14 who are not currently enrolled in any of the CrossFit Kids/ and or Dry-land training programs. This public is an active public as they are currently purchasing CrossFit Kitchener memberships for themselves and have directly experienced the health benefits, the sense of empowerment, increase of muscle strength and cardio vascular conditioning. This demographic is weight/ health conscious, heavily influenced by the media and quick to jump on the latest trends. They are aware that CrossFit is revolutionizing the fitness and sport industry but have yet to enroll their children in the newly launched CrossFit Kids programs. This is due to the fact that either their child is already participating in other after school activities/ sports or they have yet to have actually been educated about the Kids programs, the prices and what they offer. The CrossFit Kids programs would benefit this public as they are looking to pass down their commitment and love for fitness to their children/ family and instill the same passion they have for the sport of crossfit.

Tertiary Target

Demographics

Males and females Average household income of $93,000 Midscale suburbia College and University graduates

Psychographics

Four to five person households “Euro-adapters” & “Utopian View” school aged children at home. Children have no trouble balancing their bicycles, ice skates and school work.

6 http://infogr.am/The-Demographics-of-Crossfit?src=web

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Very busy schedules, constantly driving their children around to extra-curricular activities and sports.

Tech Savvy

Geographics

KW Region

Key Public #3

This campaign will target KW families, specifically parents who have children between the ages of 3-14 currently enrolled in a competitive team sport such as hockey or soccer. This group is identified as an aware public because they are aware of the benefits of Dry-land training and fitness training for their child. They are interested in improving their child’s physical abilities and improving their athletic capabilities and advance their skills. However, this group has been currently registering their children and their teams with Dry-land training programs offered through the specific sports association and may have some brand loyalty to these programs. CrossFit Kitchener’s Kids and Dry-land training programs can provide this public a fun and extensive training program that will improve their child’s overall strength, cardio, flexibility, balance and overall performance in sport.

Public Relations Audit

Internal

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In the last few years CrossFit Kitchener has substantially grown its business from 60 to 300 members moving and expanding locations twice. They are currently accelerating their efforts to grow and promote their CrossFit Kids programs and their Dry-land Training Programs. These programs are very unique compared to other extra-curricular and sports activities. Since the initial launch of CrossFIt Kids in 2012, the owners have been working hard to advertise the Kids programs within the CrossFit Kitchener community. Some of their internal strategies include:

PD Crossfit Kids program dayso On PD days, CrossFit Kitchener offers a full day program from 9-4 for children between

the ages of 3-15 to participate in a day of physical activities and fun. The price is $40.00 and included lunch.

o Since moving to the Borden location, CrossFit Kitchener has partnered with Grand River Rocks (next door) to provide participants with CrossFit programming in the morning and rock climbing in the afternoon.

o This has been very successful and they have capped these PD days at 50 kids. There is a discount provided for every sibling that is signed up.

Parents Night Outo Several times throughout the year, CrossFit Kitchener will host a night where parents

can leave their children from 6-10 to enjoy a night to themselves, while the kids enjoy some CrossFit Kids activities, movie and snack.

o There is a discount provided for every sibling that is signed up.

Birthday Partieso CrossFit Kitchener has been hosting birthday party programming for children between

the ages of 3-15.o This has been a great opportunity for parents who are not involved with CrossFit to see

what the CrossFit Kids program is all about and how much fun their child has doing it.

Family Dayso On Holidays, such as Family Day, or Victoria Day, CrossFit Kitchener invites all members,

their children, family member and friends to come out and try a WOD that is open to anyone in the community.

o These WODs sometimes take place at the facility or sometimes at a park.o They are team WODs, which means that the workout is designed to be done with your

team of family and friends, and are scaled to any ability or age group.o After the WOD a potluck and/ or barbecue is held for members, staff, family and friends

to mingle and enjoy.

CrossFit Kitchener communicates with its members and staff through monthly newsletters, updates, important dates and information via email. Many of the above strategies are promoted through print ads posted throughout the facility and via email. Their website is a critical communication tool between CrossFit Kitchener and its members. The daily WODS are posted nightly, to alert members of the upcoming workout the following day. A picture and/ story about a member, success story or CrossFit

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Kitchener news is always posted along with the WOD. The CrossFit Kitchener Facebook page, also posts the daily WOD and upcoming news and events which directs members back to the site. This has been crucial in forming a tight fit community among CrossFit Kitchener because

External

CrossFit Kitchener has been making regular efforts to connect with not only CrossFitters, but with individuals and families within the KW community. All of the events/ strategies listed above extend to those outside the organization and they regularly organize and participate in community charity events such as:

Kids Triatholon- To raise money for Canadian Tire Jump Start Fun Runs- Entire families are invited out to run 1,3, or 5km for different charities Tough Mudder and Bad Ass obstacle course races- CrossFit Kitchener enters competitive teams

and family and friends are invited to come out and support the teams.

The owners Joanne and Lance have been working hard to get into the community and work with youth. They have visited J.W Gerth Elementary school and ran an in- school CrossFit Kids demo and program, they sent home brochures with participants to take home to their parents. However, they found that because CrossFit Kids is something the parents need to see and understand, they did not get any registrants from this strategy. In the past summers, Joanne has run a CrossFit program for kids with special needs. She is currently scheduled to work with 60 girls and 60 boys from Eastwood High School who are a part of a program for self-esteem, they are currently waiting on a grant from the government to cover the costs to implement CrossFit as part of their regular programming. They will be also working with the Girls Club from St. Mary’s High School and are starting a Run Group for troubled teens in the spring. These are just some of the many things the owners have done and are planning on doing to increase overall brand awareness for their business and promote the kids programs.

CrossFit Kitchener runs monthly ads in SNAP magazine, and have had coverage announcing their move and expansion in September. They have also been advertising regularly and plan to continue to do so with SportsXpress, the community sports connection. The Kitchener Post has also done a piece on CrossFit Kitchener in the past. A few years ago, Joanne was featured on Rogers TV, giving a brief interview about CrossFit Kitchener. Because Crossfit Kitchener itself is doing well, it is perfect timing to start focusing and promoting the Kids and Dry-land programs as the target markets are not aware that these programs are available CrossFit Kitchener.

Public Perception

Although CrossFit Kitchener has been able to grow their business in a short period of time and are recognized within the KW community for their positive efforts and contributions, most of the target market is unaware that they offer some great kids and youth programing all year round. Unless they are a specific CrossFit Kitchener member, most parents are unaware of the CrossFit Kids and Dry-land training programs. CrossFit Kitchener has a very strong reputation among its members or anyone who

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has come in contact with the business and the owners. However, many people are still unsure and uneducated about what CrossFit Kids and the Dry-land training programs consist of. Because the sport of CrossFit itself has a reputation as being very intense, competitive and for elite athletes, there has been some negative attention surrounding it due to some recent fitness journals, articles and related injuries in the news. Associating this sport with children, while it has received some bad PR, has made it more difficult to promote CrossFit Kids to parents who were already unsure about the benefits and safety of the program. Because CrossFit is a fairly new sport in the world of fitness, and has been dominated by adults, many kids and teens themselves may be unaware of what CrossFit is and how it could apply to them. They are more inclined to lean towards team sports such as hockey or baseball, or individual sports such as gymnastics or dance because of the fact that CrossFit is not mainstream. CrossFit Kitchener needs to educate these markets about CrossFit, the sport itself, the benefits, the commaroderie, the safety and the potential to not only excel in sports/ fitness but to develop important life skills.

Marketing Goals & Objectives

Marketing Goals

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To increase brand awareness for the CrossFit Kids and Dry-land Training programs.

To alter public perceptions held by the current market about CrossFit programs designed for children ages 3-14.

To create more top of mind awareness for the CrossFit Kids/ Dry-land Training programs among KW sports organizations, athletes and families.

Marketing Objectives

To increase Crossfit Kids registered members from 45 to 100 by December 2014. To increase the Dry-Land training registrants from 1 team to 5 teams by December 2014. To increase registration for the CrossFit Kids summer camps by 40%. To increase Twitter Followers from 230 to 1000 followers by December 2014. To increase Facebook likes from 727 to 2000 by December 2014. To achieve a trial purchase rate of 20% among the secondary target market To achieve a 30% return on coupons. To build buzz for CrossFit Kitchener/ Kids among a new generation currently unfamiliar with the

brand/ niche.

Marketing Communications Strategy

Budget

The promotion of the CrossFit Kids and Dry-land Training programs will use a budget of $3500.00.

Positioning Strategy Statement

Designed to meet the specific needs of a younger population (neurological, cognitive, motor) these programs highlight the importance of exercise and prepares young bodies and minds for optimal growth and development. Classes focus on skill progression, fitness and most importantly of all, having FUN! We emphasize team work and cooperation where everyone is a winner.

Marketing Communications Mix

The campaign of the CrossFit Kids and Dry-land training programs will require a mix of marketing communications elements, combined to create a synergistic impact on the primary, secondary and tertiary target markets. Each of the different channels will contribute to achieving the overall marketing communications objectives. The following combination will be implemented.

Advertising- Traditional forms of media and online advertising are needed to reach the primary, secondary and tertiary target markets to make an impact and achieve the awareness objective.

Event Marketing- A significant event will be held on the 5th anniversary of CrossFit Kitchener using a local charity partnership that will demonstrate the CrossFit Kids/ Dry-land training programs to the KW community and promote it as a fun, safe and extremely beneficial program to any child between the ages of 3-14.

Sales Promotion- Incentives are needed to achieve the trial purchase objectives. Discounts, First Free Trial class and direct mail will help achieve the “brand buzz” objective.

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Online Communications- The primary, secondary and tertiary target audience are strong users of online and mobile technologies; therefore, these media are both effective and efficient tools for promoting the CrossFit Kids message, interacting with the target markets and using social platforms to send key information.

Public Relations Plan

Problem/ Situation

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The current primary, secondary and tertiary target markets are looking for activities and extra-curricular activities that are affordable, will engage their child, but most importantly keep them fit/ healthy and give them confidence. CrossFit is sport that has been growing in popularity for the past few years and has become one of the new and hottest ways for individuals to challenge themselves physically and mentally. However, because CrossFit has been primarily geared towards adults, CrossFit Kids is a relatively new concept/ trend. A majority of families in the KW community are unaware of what the program entails, what it is and the benefits it offers to children/ athletes from the ages 3-14. CrossFit Kitchener is the first facility in the region to offer a CrossFit Kids program and it needs to educate the target markets and demonstrate the types of training they provide in order to promote their programs successfully and increase registration numbers.

Goals

To create buzz for CrossFit Kids among the KW region/ community. To demonstrate what the CrossFit Kids programs entails to the KW community/ parents To create media attention by hosting the first CF Kids competition to raise money for a local

charity to raise money for KW youth. To increase Facebook/ Twitter followers 30%. To create a viral video recording the competition/ demonstration of the Kids Competition and

generate 1000 hits within three months of release.

Objectives

To have an effect on awareness of the primary, secondary and tertiary targets; specifically to obtain traffic of 100 people including children and families to the event.

To have an effect on action; specifically to obtain an increase in registrants for the CrossFit Kitchener/ Dry-land training programs among the primary, secondary and tertiary target markets of 30%.

Strategies

To celebrate its 5th anniversary, CrossFit Kitchener will host the first CF Kids Fun Throw Down fundraising event.

CrossFit Kitchener will partner with a local community charity to create awareness and raise money for the cause.

The CF Kids Fun Throw Down will be open to all children in the community to participate and all KW families are invited to attend.

Grand River Rocks members will be invited. Local media such as SNAPD, the Kitchener Post and CTV will be invited to attend and alerted

prior to the event of photo opportunities. Prizes will be provided to all participants. Discount to CrossFit Kids/ Dry-land training programs will be given to all participants. An ad in the community paper SNAPD will placed to promote the event for the month of May. Film the competition

Execution

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Registration for the event will begin at 9:30 am, the All participants will receive some swag on arrival (ex. CrossFit Kitchener bag with T-Shirt, water

bottles) and a name tag on arrival. A group warm up will be led prior to the competition, parents and families are invited to

participate. Review and instruction of all movements prior to the competition to ensure safety. Participants will be divided into teams according to age groups, there will be a series of

competitions that will include relay races, individual events and strength components. The event will end with inviting parents and families to participate in a team WOD. A silent auction will be held after the competition/ activities to raise money for the local charity. Donations for the silent auction will accumulated from business within the community and

CrossFit Kitchener members. A BBQ will be held post competition for all participants and their families. Prizes from the Silent

Auction and awards will be given out. Informational brochures about the programs offered will also be handed out and displayed and

the CrossFit Kitchener Commercial will be playing looped on the television monitor, along with footage from CrossFit Kids and the Opens.

A montage of the participants competing will be made from the recorded footage to put on the website, Facebook page and Twitter to promote the CrossFit Kids and provide a viewers with a demonstration of the program and celebrate what kids are capable of.

Recommendation

On Thursday April 16th, 2014 the Harlem Globetrotters are coming to the Kitchener Auditorium. There is an opportunity for CrossFit Kitchener to perform a 5 minute demonstration of the CrossFit Kids program during the half time performances. Although this is an expensive slot, this strategy is worth serious consideration as this event would have a potentially huge reach to all three target markets. CrossFit Kitchener would also have the option of having a booth set up during and after the show to handout brochures, answer questions and register participants for the programs. For further in depth information on demographics, benefits and pricing please refer to Appendix G for a complete Power Point presentation provided by the Auditorium.

Advertising Plan

Goals

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To achieve an awareness level of 60% for the CrossFit Kids/ Dry-land training programs among the primary, secondary and tertiary target markets.

Objectives

To reach 25,000 of the target market with the message during the campaign. To lead 1,200 online users to the registration page.

Strategies Google and Facebook are the most visited websites in Canada. They also have powerful

advertising platforms with a variety of available settings. Advertising on these websites will allow Fairview Park to reach a maximum audience within the community who fit the primary target market profile. According to a recent Media Reach Study, the internet now has the highest reach over any other medium to people between the ages of 12-54. Refer to appendix D for the complete study. The online ad will be designed by BareFoot Creative located in Kitchener. They will also be responsible for placing and monitoring the ad and adjusting keywords as necessary to reach the target markets. Please refer to Appendix D for their pricing package.

A print advertisement will be placed in the local community paper SNAPD for the month of May. With an average 2.4 readers per copy, and 65% of readers between the ages of 24 and 49, SNAPD will not only reach the target markets but is also highly effective and affordable7.

A ½ page print advertisement will be placed in SportsXpress for the May/ June issue. The magazine offers controlled circulation of over 100,000 copies strategically with the selected target markets. Distribution regions include active sports communities with proven average discretionary incomes8.

Cineplex Theatre pre-show advertising to feature the CrossFit Kitchener 90 second television commercial at the local KW Cineplex theatre. The Cineplex Entertainment and Landmark Cinemas Timed HD Pre-show program runs 21 minutes before show time and offers TWO advertising time periods (PODs) to reach waiting audiences: POD 1 (0-10 minutes to show time) and POD 2 (10-21 minutes to show time). Advertisers may choose to provide their spot as either a still image, a still image with animated (moving) elements, or as a full motion video image conforming to the following specifications. Pod 2 delivers an extremely cost-effective way to reach a significant portion of the theatre crowd. Starting 21 minutes prior to the start of show time, up to 61% of the crowd is already seated. Research indicates that the pre-show delivers more impact than TV9. See Appendix B to view a detailed comparison graph of reach.

Execution Google AdvertisingThe primary market and the secondary markets will be reached by using the following criteria:

1. Age (18-34; 35-49);2. Location (K-W region);3. Interests & keywords (family, fitness, dry-land training, health, kids fitness).

7 http://www.snapkw.com/index.php?option=com_content&view=article&id=4&Itemid=16&lang=en8 http://sportsxpress.ca/advertising/reach-frequency9 http://media.cineplex.com/OnScreen/DigitalPreShow.aspx

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The ads (200 X 200) will appear as a text on the Google search results pages and partnering search engines such as AOL, and as a display on Google sites (YouTube, Blogger, Gmail, etc.), as well as thousands of partnering websites. The average cost will be $3.00 - $4.00 per click. It could vary depending on how busy the clutter is during the campaign10.

Facebook AdvertisingFacebook advertising should reach the primary and the secondary markets by the following criteria:

1. Age (18-34; 35-49);2. Location (K-W region);3. Interests & keywords (family, healthy living, fitness, exercise, dry-land training, etc)

The ads (200 X 200) will appear on Facebook in the advertising section on the left and in users’ news feeds. The average cost will be $0.50 - $1.00 per click. This could vary depending on how busy the clutter is busy during the campaign.

Print Advertising

-A 1/4 page colour print ad will be placed in the local community paper SNAPD to promote the CrossFit Kids/ Dry-land Training Programs and the upcoming CF Kids Throwdown event for the month of May.

-A 1/4 page colour print ad will be placed in the community magazine SportsXpress to promote CrossFit Kids/ Dry-land Training Programs and the upcoming CF Kids Throwdown event for the months of May/ June.

Digital Pre-Show Advertising

The Cineplex digital pre show at Cineplex Galaxy Waterloo will serve as an ideal platform to reach the primary, secondary and tertiary target markets. For the month of June, the cycle weeks run from May 30th- June 26th and the material is due May 2nd, 2014. For the national Pre-Show rates refer to Appendix H for the per screen/ cost per week.

Recommendations

The Kitchener Auditorium offers a variety of advertising opportunities throughout the KW arenas which would be an ideal location to promote the CrossFit Kids/ Dry-land training programs and effectively reach the primary, secondary and tertiary target markets. According to the marketing statistics, the Auditorium & the arenas has 500,000+ in attendance during special events and 1,239,351 participants not including spectators or special event attendees. (Please refer Appendix E for a full list of advertising options and pricing).

The Rink Board ad is strongly recommended to promote CrossFit Kitchener/ Kids at a local arena such as Grand River or Don McLaren. The message is at ice level, is a yearly commitment and has an extremely reasonable cost per view= 0.01 cents. For the specific location reach refer to Appendix E.

10 https://support.google.com/adwords/answer/1704424?hl=en

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Media Plan

Objectives

The objective of this social media and media plan is to promote the upcoming event as well as the CrossFit Kids and Dry-land Training programs by reaching 5000 contacts by using various offline and online channels. The definition of reach excludes those who have the potential to be impacted but either do not see the post or delete the email without reading it.

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Strategies

The strategy is to utilize existing social media, media and online platforms to maximize exposure to the event as well as the facility/ kids programs themselves.

Facebook/ Twitter:

The CrossFit Kitchener Facebook and Twitter page already have over 1000 followers combined, which means that potentially 1000 people could see the posts on their newsfeed. Realistically not everyone will see and read the posts, however, these people voluntarily liked and followed these pages which means they are an active public.

Website:

CrossFit Kitchener has a strong website that receives many hits daily from both members and new comers. By utilizing these existing channels, no money will be spent gaining exposure. By simply investing some time, thousands of people who are already aware or active regarding CrossFit will become aware of the upcoming event the CrossFit Kids programs.

CrossFit Kids Blog:

Owner Joanne Mittelholtz will be launching a CrossFit Kids blog this spring. This blog will be linked to both the website, Facebook and Twitter accounts. This blog will focus primarily on personal thoughts, shared articles, upcoming events, nutrition, recipes, member success stories and general information regarding CrossFit Kids.

Eblast:

The owners sends emails approximately 300 contacts. An eblast can be sent to both promote the upcoming event as well as alert contacts of a 15% discount when you sign up your child for all three CrossFit Kids sessions (Fall, Winter, Spring) as well as to promote a free trial class to anyone interested in the programs to come out and give it a try.

Kitchener Post Pitch:

The Kitchener Post is a local community paper that’s readers are vitally involved in the community, and look to the community newspapers for solid, local news and shopping information. 60% of the readers are in the key 18-49 age group and enjoy sports including fitness and workouts. This is the perfect channel to not only advertise CrossFit Kids and the upcoming event, but an effective platform to promote CrossFit Kitchener’s efforts to engage youth and the good they are doing in the community. A story about CrossFit Kitchener and their Kid’s programs in the Kitchener Post would be very beneficial in spreading CrossFit Kitchener’s key messages.

Rogers TV: It’s a Kid’s World

This local television show follows a group of KW children who explore local attractions in the Waterloo Region. Inviting this show and group of children to CrossFit Kids, would be a cost efficient (its free) and effective way to showcase the program to the local community and allow them to see children participating and enjoying the activities first had.

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Execution

Facebook/ Twitter

-CrossFit Kitchener will post basic details about the event (time, place, purposes, etc) three times a week, 2 weeks leading up the event.

- Updates can be posted during the event that highlight the prizes, participants/ teams to encourage attendance.

-CrossFit Kitchener should be posting daily to highlight the Kids programs, member news, highlights, CrossFit Opens news and upcoming events.

Eblast

-A mass email will be sent to the entire list of contacts that includes an online banner for the event and articulates main details of the event.

-Communicates the benefits of attending

-Highlights main auction prizes

-Features a link to the website and social media pages

-A mass email will be sent to the entire list of contacts to promote the CrossFit Kids and Dry-land Training program, what they entail and alert readers of a 15% discount when registering for all three sessions and a Free First class trial to anyone interested. These eblasts will be sent monthly to encourage first time trial purchase.

CrossFit Kids Blog

-Weekly blog posts will be made after the launch.

-The blog will feature a variety of topics, information, opinions and ideas surrounding CrossFit Kids.

-This will allow for a stronger connection and sense of community to be made between readers and CrossFit Kitchener owners.

- This is great platform to educate the community and parents about the CrossFit Kids programs and provide detailed information, demonstration and success stories.

Kitchener Post Media Pitch

-A media pitch will pitched to the managing editor of the Kitchener Post, alerting them of the upcoming event, photo opportunities as well as highlight important information about the purpose, time, place, ect. The pitch will also focus on several angles surrounding CrossFit Kitchener and their kids programs that will provide the editor with enough details for a potential story idea on the program/ business of CrossFit. (Please refer to Appendix C for an example of the potential pitch)

Rogers TV: It’s a Kids World

-An invitation has been sent to the show’s creator and director inviting the group of children to CrossFit Kitchener to explore the Kids program and try it out. If the invitation is accepted, the owners will lead

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the group through a typical day at CrossFit Kids, provide them with a demonstration and allow them to complete a full warm up, workout and cool down. This opportunity would allow the owners to highlight the benefits of the program, cost information and upcoming sessions and events.

Budget Breakdown

Channel Estimated CostSNAPD ½ page advertisement $299

SportsXpress ¼ page advertisement $250

Cineplex Digital Pre-Show $1408(4 screens X 2 times a week x 4 weeks)

Online Advertisement Design $250

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$300

Google Adwords Estimate $3.50 per click$143.00

Facebook Advertising Estimate $.75 per click$541.00

Total $3,500.00

Appendix A

YMCAs of Cambridge & Kitchener Waterloo SWOT

Strengths

-Programs for children and youth follow very closely “Canada’s Physical Activity Guide” for youth.

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-Programs range from intramural basketball to swimming and karate lessons and are designed to nurture children’s skills and connect them to the caring adults who are their instructors for the programs.

-Offer a wide range of afterschool activities, participants in the after school programs get an hour of physical activity as well as activities that promote teamwork and critical thinking.

-Believe it is important to connect children to the community, maintain their fitness and allow them to excel in areas of interest.

-Offer online resources on how to raise a healthy and fit child to help educate parents.

-Research is provided to support their claims and why their programs are effective and important.

-There is a program for every age group and almost every area of interest, lots of variety is available.

-The After School Antics program, picks students up from school, and doubles as a daycare for busy working parents.

-Programs are offered daily.

-A long standing name and brand which has been a part of the community for years and years.

-Children’s success stories are posted and shared on the website.

-Financial assistance is available for any child to register and participate for a program or camp session.

-Day camp is only $125.00 per child.

-Cheap compared to many other extra-curricular activities.

-Many locations around the KW area.

Weaknesses

-Prices for specific programing not listed on website.

-Because they are known to be cheaper, the quality of instruction may not be that great, many volunteers, not experts, or trained professionals.

-Because there are so many registrants in many of the programs, a child may not get the attention they need in a specific area.

-Many parents use it as a daycare rather than for its overall benefits.

Opportunities

-They offer affordable family memberships which provides all family members for a discount on all programs, more likely for a parent to register their child in a sport or activity at the YMCA rather than somewhere else.

-The YMCA does a lot of great work within the community and is a household name. They have strong brand awareness and the first to come to mind when searching for affordable kids sports and activities.

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-Parents that register their child in an activity at the YMCA is likely to register them in future programs and camps, because children make friends and feel safe in an environment they already know and like.

Threats

-Goodlife Fitness and the Athletic Club now offer kids programing which also doubles as child care while parents are working out or attending their own classes.

-These other fitness clubs also offer competitive pricing for their kids programs.

-Recreational and competitive sports teams in Hockey, LaCrosse, Soccer and Baseball are very popular in Kitchener-Waterloo region and many kids have been playing in these leagues since they were 3 years old and will continue into high school. These sports schedules leave very little time for any other extra-curricular programing.

-Some middle to upper class parents associate YMCA with being for the less fortunate or lower class families.

Appendix B

Source: BBM RTS Canada Fall, 2011; Yesterday exposureNote: RTS is self-reported, i.e. based on the amount of time persons who complete the survey think they spend with each medium

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Appendix C

Kitchener Post Media Pitch

Dear Mr. Bob Vrbanac,

On Saturday June 7th, 2014, CrossFit Kitchener will be hosting the first ever CrossFit Kids Throw Down in celebration of their 5th anniversary. This friendly competition will invite KW kids between the ages of 5-

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14 to come out and participate in a series of relay races, obstacle courses and timed workouts in the spirit of fun and team work. The event will be followed by a barbeque and silent auction to raise money for Lutherwood’s Children’s Mental Health Services. Some key information:

Registration opens at 9:30am The competition will kick off at 10:30am Family, friends and the community are invited to cheer on participants and encouraged to stay

for the (free) BBQ and silent auction Every participant will receive a prize Silent auction will consist of variety of prizes donated from surrounding KW businesses. Lots of photo and video opportunities for media and press

CrossFit Kitchener owners Lance and Joanne Mittelholtz, officially launched the CrossFit Kids program in September 2014 and have been working diligently in the KW community to instill a life-long love of fitness in children and youth. They are the only facility in KW offering a CrossFit Kids program. They share a strong passion for working with kids and increasing self-esteem. Their efforts include:

Visiting schools and providing an afternoon of programming Working with mentally challenged youth Designing a program specifically for troubled teens Providing a program tailored to “girls” to increase confidence

As someone who has spent years in the industry as a fitness instructor, I can attest to the fact that CrossFit has taken the world by storm, and is revolutionizing the fitness industry. A true test of physical and mental toughness, CrossFit is redefining what it means to be fit. Not without its controversy, CrossFit programs and extreme obstacle courses for kids have been quickly popping up all over Ontario and are becoming the latest trend.

The Kitchener Post is invited to attend the CrossFit Kids Throw Down and observe first-hand the spirit of the sport and the strong sense of community. This is an opportunity to investigate and address all the buzz and controversy surrounding the sport and its suitability for kids. Please, if you have any questions do not hesitate to ask. I look forward to discussing this opportunity in further detail.

Christina Lafferty - CrossFit Kitchener Member

226-750-4869 christinalafferty@aol.com

www.crossfitkitchener.com www.crossfitkids.com

http://www.ctvnews.ca/health/crossfit-for-kids-if-done-properly-trainers-say-it-can-have-huge-benefits-1.1634845

Appendix D

Online Ad Campaign Information and Pricing

See following page for the full package.

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Appendix E

The Aud & Arenas Marketing PartnershipFacts & Figures:500,000+ = Special Event attendance at The Aud1,239,351 = Total participants of The Aud & Arenas (not including spectators or special event attendees)Action Plan Overview:Ottawa St. Entrance Marquee Sign at The AudTV Digital Display Ads at The AudRink Board AdsZamboni Wrap AdFloor DecalsWall SignageLobby Rack Promotional MaterialsCustomized OpportunitiesNotes:Advertising opportunities can be selected “a la carte”.All costs listed include HST.Costs do not include production or installation.Opportunity Cost RationaleOttawa St. Entrance Marquee SignTV Digital Display Ads at The Aud$3,593.40One-yearcommitment$1,695One-yearcommitmentOpportunity to showcase brand to the majority of users whoenter the facility via the Ottawa Street entrance.Combining special event statistics and program participantsat The Aud = Over 600,000 total attendees.Cost per view = 0.006 cents20 seconds per ad; played a minimum of 3 times per hour1920 x 1080 resolution.Mpg2 file format (Can convert other formats, I.e., PDF)Digital TVs are located above the Box Office and inside theViewing Lounge at The Aud.Non-traditional method of advertising in arena facilities withhigh visibility.Cost per view = 0.003 cents

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Rink Board AdsZamboni Wrap AdSportsworld$1,977.50Activa$1,977.50Lions$988.75Grand River$988.75Don McLaren$791Multi-Pad Facilities(Activa, Sportsworldand twin pads at TheAud)$5,650 per yrCommunity Arenas$2,260 per yrRink board ads are a continually successful tactic of arenaadvertising.Your message is at ice level!Rink boards will reinforce any non-traditional advertisingefforts in the arena.Rink board ads with a large image (logo), call-to-action(phone number or website), and tracking component aremost effective.Cost per view = 0.01 centsOne year commitment. Packaging available for multiplelocations and multi-year deals.A prestigious tactic in strategic arena marketing.Non-traditional method of advertising with extremely highvisibility, focus, and attention.A creative way to engage your target market with a messagethat fits the services of the brand.3-year commitment.Floor DecalsWall SignageSportsworld$3,107.50Lions$2,118.75Grand River$2,118.75Don McLaren

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$1,921Queensmount$2,118.75Sportsworld$3,107.50Exceptionally visible and non-traditional in the City ofKitchener’s arena facilities.Adds another dimension to the advertising campaign(utilizing unique space).Great opportunity to launch interactive marketing strategies(I.e., QR codes).Creates frequency of message while allowing for brandconsistency and reinforcement.Cost per view = 0.03 cents5’ x 2’ wall sticker above the dressing room allocation TV.Extremely high visibility with limited competition.Cost per view = 0.03 centsCustomized OpportunitiesLobby Rack Promotional MaterialsAdded value, no cost.As a marketing partner of The Aud & Arenas, you have theopportunity to display promotional materials (I.e., Brochures)on the lobby racks at The Aud, Sportsworld Arena, and ActivaSportsplex.

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Appendix F

2012 MPMP Stats per Arena

Don McLaren Grand River Lions QueensmountARENAS Dom Cardillo Kinsmen Kiwanis PJD Arena Alumni Arena Spectator Pad Practice PadPrograms (Youth Camps, Power Skating, etc.) 960 1,040 3,088 6,840 5,200 13,740 5,860 3,520 2,000 760School Board - Floor 450School Board - Ice 275 7,300 9,000 10,700 3,575 3,025 20,175 1,450Kitchener Minor Ringette 480 1,560 1,280 160 560 23,960Kitchener Minor Hockey 8,840 17,220 16,700 72,480 73,060 49,120 32,020 41,140 51,100 21,280Kitchener Minor Lacrosse 7,040 5,000Youth Ball Hockey 1,575 300 6,600 2,050Non-Affi liated Floor Time (Adult) 975 2,800 4,563 13,113Non-Affi liated Ice Time (Adult) 14,588 24,625 16,488 20,450 19,925 21,400 28,925 12,038 9,925 12,950Kitchener Rangers & Kitchener Dutchmen 22,280 8,680 1,480 2,360 500 13,560 780 220 800Public Programs 40 1,720 1,500 3,480 5,440 2,760 2,040 3,620 8,920Miscellaneous 3,150 120 120Totals 47,463 62,145 52,686 116,310 107,700 100,860 70,815Facility Total 62,063 90,070 87,743 20,963

The Aud Activa Sportsplex Sportsworld Arena

162,293 224,010 171,675

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Appendix G

Harlem Globetrotters

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Appendix H

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Talk to your Cineplex Media Account Manager for specific packages, updated data and costs2014 Production Schedule:DIGITAL PRE-SHOW CONTENTFEB Jan 31 - Feb 27 Jan 3, 2014 4APR Mar 28 - May 1 Feb 28, 2014 5MAY May 2 - May 29 Mar 28, 2014 4JUNE May 30 - June 26 May 2, 2014 4JULY June 27 - July 31 May 30, 2014 5AUG Aug 1 - Aug 28 July 4, 2014 4SEPT Aug 29 - Sept 25 Aug 1, 2014 4OCT Sept 26 - Oct 30 Aug 29, 2014 5NOV Oct 31 - Nov 27 Oct 3, 2014 4DEC Nov 28 - Jan 1 Oct 31, 2014 5JAN Jan 3 - Jan 30 Nov 29, 2013 4MAR Feb 28 - Mar 27 Jan 31, 2014 4JAN Jan 2 - Jan 29 Nov 28, 2014 4Month Start/End Date Material Due Cycle Weeks2014 Production Schedule:CINEPLEX HD DIGITAL PRE-SHOWFEB Jan 31 - Feb 27 Jan 22, 2014 4APR Mar 28 - May 1 Mar 19, 2014 5MAY May 2 - May 29 Apr 23, 2014 4JUNE May 30 - June 26 May 21, 2014 4JULY June 27 - July 31 June 18, 2014 5AUG Aug 1 - Aug 28 July 23, 2014 4SEPT Aug 29 - Sept 25 Aug 20, 2014 4OCT Sept 26 - Oct 30 Sept 17, 2014 5NOV Oct 31 - Nov 27 Oct 22, 2014 4DEC Nov 28 - Jan 1 Nov 19, 2014 5JAN Jan 3 - Jan 30 Dec 13, 2013 4MAR Feb 28 - Mar 27 Feb 19, 2014 4JAN Jan 2 - Jan 29 Dec 12, 2014 4Month Start/End Date Material Due Cycle WeeksPremiums apply to high-demand months of May, June, July, August,November and December. Rates are correct at time of printing andbased on a National campaign. Please contact your Cineplex MediaAccount Manager for details.

National Pre-Show Rates:PER SCREEN COST/WEEK Pod 1:05 second $17/$5:10 second $32/$10:15 second $46/$15:30 second $76/$25:60 second $133/$44

POD 2:05 second $11/$5:10 second $21/$10:15 second $30/$15:30 second $49/$25:60 second $87/$44POD 1POD 22014 Production Schedule:

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CHAINS HD & SD DIGITAL PRE-SHOWFEB Jan 31 - Feb 27 Jan 15, 2014 4APR Mar 28 - May 1 Mar 12, 2014 5MAY May 2 - May 29 Apr 15, 2014 4JUNE May 30 - June 26 May 14, 2014 4JULY June 27 - July 31 June 11, 2014 5AUG Aug 1 - Aug 28 July 16, 2014 4SEPT Aug 29 - Sept 25 Aug 13, 2014 4OCT Sept 26 - Oct 30 Sept 10, 2014 5NOV Oct 31 - Nov 27 Oct 15, 2014 4DEC Nov 28 - Jan 1 Nov 12, 2014 5JAN Jan 3 - 30 Dec 4, 2013 4MAR Feb 28 - Mar 27 Feb 12, 2014 4JAN Jan 2 - Jan 29 Dec 4, 2014 4Month Start/End Date Material Due Cycle Weeks

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http://crossfitprototype.com/crossfit-stats-and-the-purpose-of-community/

http://www.theboxmag.com/crossfit-box-101/origins-of-crossfit/

www.crossfitkitchener.com

http://sportsxpress.ca/advertising/reach-frequency

http://media.cineplex.com/OnScreen/DigitalPreShow.aspx

http://www.kitchenerpost.ca/advertise-with-us/

http://infogr.am/The-Demographics-of-Crossfit?src=web

Statistics Canada. “Focus on Geography, 2011 Census: Census Metropolitan Area of Kitchener-Waterloo-Cambridge, Ontario.

http://12.statcan.gc.ca/census-recensement/2011/as-sa/fogs-spg/Facts-cma-eng.cfm?Lang=Eng&GK=PR@GC=54

“Google Adwords.” Google. N.p., 2013.

http://adwords.google.ca

Utah Blue Media Cluster Index

http://www.utahbluemedia.com/pbbi/psyte/index_psyteCanada_v3.swf

BBM RTS Canada Fall, 2011; Yesterday exposure

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