Shattering Stereotypes

TOTAL K.O. BOXING

Robin Elkins & Froylan Cepeda

Tarleton State Univerity
 Creative Brief

Client Total K.O. Boxing Club

Contact Jonathan Saenz
Prepared by Froylan
Background Total K.O. is a non-profit, all female boxing club. For every membership, they donate a
membership to an underprivileged girl. The focus of the club is to promote physical health, self-
defense, mentor young ladies, and train young ladies for competitive boxing.

Objective Total K.O. is a non-profit, all female boxing club. For every membership, they donate a
(problem to membership to an underprivileged girl. The focus of the club is to promote physical health, self-
solve) defense, mentor young ladies, and train young ladies for competitive boxing.

Target audience Women. Mothers. Active lifestyle, fitness enthusiasts. Combat sports. Mentors. Supporters of
non-profits. Age range: 5-18, 30-45. Competitive mind set. Those willing to work hard.

Major selling Learn discipline. Be active. Each membership provides a membership for an underprivileged
point (product girl.
position)

Reasons to
believe
(proposition
support points)

Competitors Non-profit boxing/combat sports gyms in Fort Worth: none other known
For profit boxing/combat sports gyms. Genesis Jiu-Jitsu. Title Boxing.
Media

Tone Positive, Can Do attitude,

Mandatories Total K.O. Logo, Mention of it being a non-profit,
 Presentation Outline:
Opening statement: start strong and with something catchy.

Overview/background: (1min30sec)
Cover research of competitors, target audience, and overall strategy

“Before we present the campaign and ads we have prepared for you, we want you to
know the background work and strategy behind the campaign we have for you today.”
Looking at your competition, we see

Ads: (2+min)
Cover 2 ads. Print and video or radio.?

Ending: (30sec)
I just read an article about not ending a presentation with “any questions?”. It made a
great point in just ending a presentation with a strong statement. One suggestion was to
summarize the presentation.

Presentation Script
Title Slide
(((Froylan)))Good Afternoon Everyone. My Name Froylan,
(((Robin))) I Am Robin,
(((Froylan))and we work for Cepeda and Elkins

Today we are excited to present an ad campaign for your Non-Profit Boxing

Club

Development

(((Froylan)))
We began the process by researching. First we looked into your social
media presences to gain a better understanding of your brand identity.
Total K.O. Boxing is a all-girls non-profit organization with the mission to
enhance the social skills and promote exemplary citizenship of women of
all ages in the community.
(((Robin)))
Up to this point, Total K.O has relied upon word-of-mouth advertisements,
similar methods have been used by the competition. We took this into
consideration to create a unique brand image and separate Total KO from
the competition, with an ad campaign geared toward your target audience.

(((Froylan)))
The target audience for Total K.O. are women. Age ranges from 10-54. Specifically
mothers, millennials, teenagers who are interested in mentoring, an active lifestyle,
combat sports and all of whom have disposable income to spend on a gym
membership.
(((Robin)))
Research from Ketchum, and from the Fortino Group was used to make the
decision to advertise over social networks. These studies showed that
females and the younger generations are consuming social media at a
rapid rate. The teenage generation is already expected to spend one third
of their lives on social media.
Another benefit of using social media is the affordability. It will not cost
Total K.O. a dime to post these ads on their owned media. And promoting
posts and advertisements through social media are quite economic and
affordable.

(((Froylan)))
First, I want to verify that we met all mandatories you asked for. Your
name, logo, and our new tagline.

Next, I want to direct you to is the tagline behind our campaign “Shattering
Stereotypes”.
In Fort Worth, Total KO has the (USP) unique selling proposition of being
an all-female boxing gym. We made it a point to emphasize this in the ad
by focusing our concept to be “empowering women”.

Just like how women, today, are shattering the glass ceiling in their
professional lives, the young girl in our ad , the same age as the girls you
cater to in your outreach program, “shatters” the false, and incorrect
stereotypes that girls (and women) are weak, inferior, and too masculine if
they do “boy” things.
Like Robin said earlier, a lot of your competitors also rely on word-of-mouth
to bring in gym members. The few ads that we did see were hard sell ads.
In the industry, hard sells are a term we use to define ads that are simple
and direct. Usually, just a photo of the product/service and the price. The
ads from the campaign we are presenting today are soft sell ads. Ads that
are more subtle and indirect. These ads are elegant, thoughtful, and
designed to evoke emotional responses to your target audience. Our ads
will catch the attention of your target audience, spark their interest, and
create a desire that will lead to the action of them reaching out to you and
joining your boxing gym.

(((Robin))
((VO)) ((Campaign Video))

The print ad is the launching point for the campaign and we wanted to
make sure that the other elements not only relate and build off one another
but call back to the Print Ad. Using glass sound effects to connect with a
glass ceiling, and the use of negative stereotypes that females are
subjected to.”

Conclusion
(((Froylan)))
This campaign has legs to go into other mediums and if you are interested
we have a radio script already written to start spreading the word.

(((Robin)))
Thank you for your time today and remember Together

(((Robin/Froylan)))
We can Knock out the competition!
Specs for Print Ad Sizes
Magazine ads (graphicdesign.spokanefalls.edu)
Standard size: 8 ⅜” x 10 ⅞”
Digest size: 5 ⅜” x 8 ⅜”

Poster (printingdeal.org)
Small 11” x 17”
Medium 18” x 24”
Large 24” x 36”

Competitors
Title Boxing Club Downtown Ft Worth
 2 hard sells. Price, logo, and name (Title Boxing). All shown on a photo of a
woman and man punching a heavy bag.
 Ad targeting couples. Portrait of a couple. Text: Couples who box together, stay
together
 St Patricks Day ad: Green Title hand wraps and 4-leaf clover. 2 horse shoes.
Text: Happy St Patricks Day.

9Round KickBoxing Basswood Blvd

 Hard sell. 8 Week Summer Slimdown. Price.
 Fitness With a Kick. (Free 1st workout) 9Round logo. Lady punching heavy bag.
 How I Kick Off My Day. 9Round Logo. Lady kicking bag.

Texas Golden Gloves

 Non-profit organization
 Website currently under construction (good opportunity for Total K.O. to run an
ad camping and establish a presence as a Non-profit)
 Hold Tournaments throughout Texas
 Has had write ups in Star Telegram.
 Recently started to have females in their tournaments.
 But that doesn't mean there isn't’ enough boxers to go around!

Total K.O. Ad audit

 No ads!
 Social media emphasis on getting a lot of interactions (like, comments, shares)

Target audience
The Millennial Generation (the younger parents)
  Born between 1980 and 1995 are called the millennial generation b/c many of
them entered the workforce at the start of the 21 century.
st

 20 percent of the US population.

 They are voracious consumers of digital media; some pundits have labeled
today’s millennials the E-Generation.
 First generation to grow up as digital natives, who have grown up with
computers, cell phones, the intent, and the social networking sites
 Characteristics of the millennial generation.
o 80 percent want brands to entertain them
o 65 percent like to compare prices across different sites before purchasing
something online
o 62 percent recycle glass, plastic, or paper
o 40 percent agree that a celebrity endorsement influences them to buy a
product
o 46 percent agree that they are more likely to buy a brand that supports a
charity
o 53 percent are more likely than all U.S. adults to believe that social media
sites are very important for finding information.
o 44. Percent get their news via the Intent, compared to only 24 percent who
read a daily newspaper
o 51 percent use their mobile phones to do social networking on Facebook,
twitter, etc
o 90 percent do text messaging

The Teenagers: the younger brothers and sisters.

 More addicted to wireless communication than millennials.
 The average mobile teen racks up about 3,000 text messages a month.
 Pew research center found that 1. 95 percent of teenager use a cell phone,
 2. 75 percent have posted a profile to a social networking site, and
 3. 20 percent have posted a video of themselves online.
 Fortino Group projects that today’s teenagers will spend on third of their lives
online and exhibit some of the following characteristics that public relations
professionals will need to consider in terms of effectively communicating with
them they will:
o Spend equal time interacting with friends online and in person
o Make initial contact online before dating and marriage
o Spend more time online than in interaction with parents by tenfold
o Be more reserved in social skills
o Be more skeptical about online identities such as chat participants
o Be intolerant of print forms, slow application processes, or archaic
systems.

Gender/Lifestyle Audiences:
 Ketchum communications quotes “today’s women hold an overwhelming share of
consumer purchasing influence, making more than 80 percent of household
purchase decisions”
  According to Nielsen report in 2013, estimates on female purchasing power
varies from $5 trillion to $15 Trillion annually and trend indicate that women will
control two thirds of the consumer wealth in the US over the next decade. Given
these statistics, it is no surprise that women are also merging as “influential” in a
variety of campaigns for a spectrum of companies
 Ketchum research, conducted by the University of Southern California’s
Annenberg Strategic Public Relations Centre, also found that women aged 25-54
are not only “super consumer” but are much faster than men in embrace some
new media, such as social networking sites,
 A Weber Shandwick and KRC Research study in 2013 found that females who
use social networking sites exceed that of men (75% to 65%)
o The study also found that women spend on average of 12 hours a week
using social media

Information Retrived From:

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2016). Public Relations Strategies and
Tactics. United States of America: Pearson Education, Inc.

The Ads
Print Ad

Video Ad
Radio Ad

Client/Brand: Total K.O. Boxing

Title: “Everyday Lessons”
Time: 45 secs
--------------------------------------------------------------------------------------------------------------------
-
SFX: Bell Ring
SFX: Classroom Noise

FVO: Okay girls let’s get out our textbooks and turn to page 18, today we are
going to learn how to Dance. We will begin with the waltz, follow the rhythm of the
music

SFX: (slowly begins to build) Boxing club background

FVO: (fades out) it is important to let the man show you what to do when he
leads…

FVO: (motivational) (Fades In) Feet separated, Keep them moving, don't let your
opponent dominate the floor, you choose where to lead, follow the rhythm of your
breathing.

MVO: (Owner of TKO) Total Knockout Boxing teaches girls everyday lessons
differently. We are an all-girls non-profit organization with the mission to enhance
the social skills and promote exemplary citizenship of women of all ages in the
community. With the central theme of empowerment. Find out more at Total KO
boxing dot com or come learn a lesson for yourself we are located________
across_______by_________
 References

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2016). Public Relations Strategies and
Tactics. United States of America: Pearson Education, Inc.

Barry, Pete. (2016). The Advertising Concept Book Think now, Design Later. New York,
New York: Thames & Hudson

“Boxing & Kickboxing Studios for Full-Body Fitness.” TITLE Boxing Club, 2018,
titleboxingclub.com/.

Fitness That Empowers.” 9Round Fitness - 2018 Hottest Trend In Fitness - Franchises
Available, 2018, www.9round.com/.

Wilcox, D. L., Cameron, G. T., & Reber, B. H. (2016). Public Relations Strategies and
Tactics. United States of America: Pearson Education, Inc.

“Youth Amateur Boxing.” Texas Golden Gloves, 2018, www.texasgoldengloves.com/.

Graphicdesign.spokanefalls.edu

Printingdeal.org