Sample Pr Plan

I.

Organizational Overview
The organization currently has 4 locations with the each location a hub for events and
activities. The main focus is on providing enough stimulus outside of the service we
provide to create a richer fuller experience. While maintaining the sense of community
among our members, we strive to reach new demographics around the Atlanta area. A
larger member base creates an organization the is all inclusive in terms of clientele.
Invested customers autonomously better our community relations which tremendously
improves our credibility, but in the future the brand reputation and recognition should be
able to stand alone.

II.

Plans for Growth

For growth we plan to expand into new markets and hopefully tap into new
demographics. The market we are invested into now falls under the 18-35 active male.
The market we want to become involved in is the family and middle aged mother. We
can do this by making our facilities more family friendly and providing newer options
that could cater to a mothers workday and interest.

III.

Objectives
1. For our first objective, we aim to raise active membership. We strive to get more
members active and invested in the Big Time Climb Co. mission.
2. For our second objective we will expand consumer knowledge and awareness about
existing product line and sales. By focusing our outreach efforts on non-members, we can
create an incentive for inclusion amongst our target demographic.
3. Our final object is to get published in a large publication such as a magazine or
newspaper. Locally, the Atlanta Journal Constitution or Creative Loafing, and nationally
GQ or Mens Health. This, however, is not limited to print media. Opportunities in
television and radio are also beneficial.

Sample Pr Plan
IV.

Audiences

Our target audience comprises of three different demographics:

Young Adults aged 18-28
Climbing Enthusiasts
Families of 4 or more
Young men and women who search for a fun alternative to a traditional gym frequent our
facilities, and exercise with freinds. Also, climbing enthusiasts who genuinely enjoy the sport use
our facilities for practice and application. Our members that happen to be apart of a medium to
large family enjoy the aspect of exercise and entertainment for children of all ages.

V.

Strategies and Tactics

Creating a social media presence to solidify community connections would make the
brand more visibly recognizable. The target platforms would be Twitter, Instagram,
YouTube, and Facebook. Providing the social media account with wholesome content
such as content from active members cements the community aspect of the brand.
Creating an active member newsletter will help organize the brand ambassadors that are
currently mobilizing for the company. Also, that line of communication to all members
will cut down on missed opportunities and events for those willing to participate.
Sending press kits to local papers and reporters will help generate buzz. If interest can be
fostered then the possibility of a being covered by a large publication increases.
Additionally, using events to create buzz will also work. Events such as climbing
mountains with celebrities or even attempting a world record.