Professional Documents
Culture Documents
$60/month is more afordable than any personal trainer, so you can train here all year round
without causing fnancial stress.
Proper training by our VSP coaches is in smaller groups. Tis makes it safer for you because with
a coach closely watching your workouts, you are at increased risk for injury.
recreational competitive athletes
Why do you train expo at women & mens
Fit mother of the year award
Fitness bloggers ( if we can fnd them)
Promote weight loss events
Rave about free training
Ofer free training
40 41
Strategies and Tactics
Overweight Men and Women
Strategy: 1
Persuade competitive recreational athletes to join VSP through expos in Utah
Tactics
Book a booth at the womens expo and the mens expo
Bring three coaches to each expo
Make a dvd that can be shown at expos of classes and testimonials
Make a banner to hang at expos
Order promotional items like water bottles and gym bags to hand out at expos
Create referral incentives for customers at expo; if they bring in the fyer they got at the expo
they get a discount. if they bring a friend they get another discount.
Bring an ipod and speakers to play motivational music to attract expo attendees to the booth.
Bring samples of supplements and foods that VSP coaches encourage members to use; give them
away at the expo
Strategy: 2
Gain the trust of competitive recreational athletes through teams and organizations
Tactics
Have coaches contact local recreational teams to get permission to speak with entire team
Have coach arrange to meet with team; explain advantage of training at VSP, especially injury
prevention
Have coach invite teams to come in for a free training session as a team
Ofer the team a discount, if the entire teams signs up they save money
Strategies and Tactics
Overweight Men and Women
Write and send out a digital fyer to be distributed to team members and the organization via
their email addresses
Create and print a fyer to be posted at venues of recreational sports
Strategy: 3
Establish credibility of adult workout regime at VSP Trough the press
Tactics
Write and send out press releases about the new classes ofered
Write and send out press releases about the opportunity to play with children
Pitch to news station, recording of parents playing with children at a game
Iinclude in releases photos of before and afer pics of members
Create sound bits and interviews of kids and how they feel about working out with their parents
and getting in shape and involved together
42 43
Evaluation Criteria
and Tools
Evaluation Criteria and Tools
Objective 1
Criteria: Four positive news stories will have been published by Feb. 14.
Tool: An online search of published content pertaining to VSP.
Objective 2
Criteria: Adult membership of VSP will have increased by Sept. 14, 2014.
Tool: Membership roster and demographic information.
Objective 3
Criteria: 90% of adults within 10 miles of the new facility will know where and what the VSP is by June 14, 2014.
Tool: Conduct phone surveys within 10 miles of the new facility.
Objective 4
Criteria: Website visitation will have increased by 30% by Aug. 14, 2014.
Tool: Set up and track site visitation through Google Analytics for the length of the campaign.
Objective 5
Criteria: Increase daytime clients frst to 50 people and then to 100 people.
Tool: Track and organize daily class rosters.
Evaluation Criteria and Tools
44 45
Calender and
Budget
C
a
l
e
n
d
e
n
d
e
r
a
n
d
B
u
d
g
e
t
P
ric
e
A
p
ril 2
0
1
3
M
a
y
2
0
1
3
J
u
n
e
2
0
1
3
J
u
ly
2
0
1
3
A
u
g
u
s
t 2
0
1
3
S
e
p
te
m
e
b
e
r 2
0
1
3
O
c
to
b
e
r 2
0
1
3
N
o
v
e
m
b
e
r 2
0
1
3
D
e
c
e
m
b
e
r 2
0
1
3
J
a
n
u
a
ry
2
0
1
4
F
e
b
ru
a
ry
2
0
1
4
O
v
e
rw
e
ig
h
t P
e
o
p
le
C
re
a
te
c
la
s
s
p
ro
g
ra
m
$
0
C
re
a
te
c
la
s
s
tim
e
s
$
0
S
e
p
a
ra
te
c
la
s
s
p
ro
g
ra
m
s
b
y
w
e
ig
h
t o
r a
g
e
$
0
A
d
v
e
rtis
e
c
la
s
s
e
s
$
5
0
A
d
v
e
rtis
e
e
v
e
n
t
$
5
0
0
C
re
a
te
e
v
e
n
t s
c
h
e
d
u
le
$
0
C
e
le
b
rity
a
p
p
e
a
ra
n
c
e
$
5
0
0
0
S
e
n
d
o
u
t e
v
e
n
t in
v
ita
tio
n
s
$
2
0
0
B
u
y
p
riz
e
s
$
1
0
0
0
P
a
re
n
ts
o
f c
u
rre
n
t V
S
P
a
th
le
te
s
S
o
c
ia
l M
e
d
ia
$
0
W
e
b
s
ite
$
0
P
o
s
te
rs
$
2
0
0
P
re
s
s
re
le
a
s
e
s
$
0
C
o
n
ta
c
t n
e
w
s
s
ta
tio
n
s
$
0
P
ric
e
c
o
m
p
a
ris
o
n
s
$
0
R
e
c
re
a
tio
n
a
l C
o
m
p
e
ta
tiv
e
A
th
le
te
s
T
e
s
tim
o
n
ia
l D
V
D
$
7
5
V
e
lo
c
ity
s
p
o
rts
g
e
a
r
$
0
C
o
n
ta
c
t re
c
re
a
tio
n
a
l te
a
m
s
$
0
C
re
a
te
fly
e
r a
n
d
s
e
n
d
o
u
t d
ig
ita
l c
o
p
y
$
5
0
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rite
p
re
s
s
re
le
a
s
e
$
0
C
o
n
ta
c
t n
e
w
s
ta
tio
n
s
$
0
46 47
Communication
Confrmation Table C
o
m
m
u
n
i
c
a
t
i
o
n
C
o
n
f
r
m
a
t
i
o
n
T
a
b
l
e
K
e
y
P
u
b
lic
S
e
lf In
te
r
e
s
t
P
r
im
a
r
y
M
e
s
s
a
g
e
In
flu
e
n
tia
ls
O
b
je
c
tiv
e
s
S
tr
a
te
g
ie
s
T
a
c
tic
s
O
v
e
r
w
e
ig
h
t
M
e
n
a
n
d
W
o
m
e
n
L
o
o
k
in
g
to
lo
s
e
w
e
ig
h
t a
n
d
im
p
r
o
v
e
h
e
a
lth
. W
a
n
ts
a
c
o
m
fo
r
ta
b
le
w
o
r
k
o
u
t
e
n
v
ir
o
n
m
e
n
t.
In
v
o
lv
e
m
e
n
t in
V
e
lo
c
ity
S
p
o
r
ts
w
ill h
e
lp
y
o
u
lo
s
e
w
e
ig
h
t a
n
d
im
p
r
o
v
e
y
o
u
r
o
v
e
r
a
ll h
e
a
lth
w
ith
th
e
h
e
lp
o
f tr
a
in
e
d
s
ta
ff.
P
a
r
tic
ip
a
n
ts
w
ill r
e
c
e
iv
e
s
u
p
p
o
r
t
a
n
d
e
n
c
o
u
r
a
g
e
m
e
n
t fo
r
th
o
s
e
w
h
o
s
e
g
o
a
l is
to
fir
s
t lo
s
e
a
s
ig
n
ific
a
n
t a
m
o
u
n
t o
f w
e
ig
h
t.
F
a
m
ily
m
e
m
b
e
r
s
, D
o
c
to
r
s
-
-
in
c
r
e
a
s
e
in
v
o
lv
e
m
e
n
t w
ith
c
o
m
m
u
n
ity
v
ia
e
v
e
n
ts
(
s
u
c
h
a
s
b
ig
g
e
s
t lo
s
e
r
)
1
x
a
y
e
a
r
-
-
in
c
r
e
a
s
e
a
d
u
lt m
e
m
b
e
r
s
h
ip
b
y
2
0
%
b
y
F
e
b
. 1
4
, 2
0
1
4
-
-
T
h
r
o
u
g
h
m
a
s
s
c
o
m
m
u
n
ic
a
tio
n
,
w
e
w
ill a
d
v
e
r
tis
e
th
a
t V
S
P
h
a
s
in
c
o
r
p
o
r
a
te
d
s
p
e
c
ific
c
la
s
s
e
s
th
a
t
s
u
p
p
o
r
t a
n
e
n
v
ir
o
n
m
e
n
t o
f p
e
o
p
le
w
h
o
s
p
e
c
ific
a
lly
w
a
n
t to
lo
s
e
w
e
ig
h
t.
-
-
T
h
r
o
u
g
h
m
a
s
s
a
n
d
ta
ilo
r
e
d
c
o
m
m
u
n
ic
a
tio
n
, w
e
w
ill h
o
ld
a
c
o
m
m
u
n
ity
B
ig
g
e
s
t L
o
s
e
r
c
o
m
p
e
titio
n
to
e
n
c
o
u
r
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g
e
w
e
ig
h
t
lo
s
s
a
n
d
d
r
a
w
in
n
e
w
c
u
s
to
m
e
r
s
.
-
C
r
e
a
te
c
la
s
s
e
s
th
a
t a
r
e
ta
ilo
r
e
d
to
o
v
e
r
w
e
ig
h
t p
e
o
p
le
-
C
r
e
a
te
c
la
s
s
tim
e
s
-
S
e
p
a
r
a
te
c
la
s
s
p
r
o
g
r
a
m
s
b
y
w
e
ig
h
t o
r
a
g
e
-
A
d
v
e
r
tis
e
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la
s
s
e
s
-
A
d
v
e
r
tis
e
e
v
e
n
t
-
C
r
e
a
te
e
v
e
n
t s
c
h
e
d
u
le
-
C
r
e
a
te
c
e
le
b
r
ity
itin
e
r
a
r
y
-
S
e
n
d
o
u
t e
v
e
n
t in
v
ita
tio
n
s
-
B
u
y
p
r
iz
e
s
M
o
t
h
e
r
s
o
f
Y
o
u
n
g
A
t
h
le
t
e
s
V
a
lu
e
fa
m
ily
, v
a
lu
e
r
e
lig
io
n
,
e
d
u
c
a
tio
n
, h
e
a
lth
a
n
d
a
c
tiv
e
, s
u
p
p
o
r
tin
g
th
e
s
u
c
c
e
s
s
o
f th
e
ir
c
h
ild
r
e
n
,
s
p
e
n
d
in
g
tim
e
w
ith
th
e
ir
c
h
ild
r
e
n
, c
o
n
n
e
c
tin
g
w
ith
th
e
ir
c
h
ild
r
e
n
, h
a
v
in
g
tim
e
fo
r
th
e
m
s
e
lv
e
s
a
n
d
th
e
ir
in
te
r
e
s
ts
, q
u
ic
k
a
n
d
e
ffe
c
tiv
e
w
o
r
k
o
u
ts
Y
o
u
c
a
n
tr
u
s
t V
S
P
b
e
c
a
u
s
e
o
u
r
w
o
r
k
o
u
ts
h
a
v
e
g
iv
e
n
p
o
s
itiv
e
r
e
s
u
lts
to
y
o
u
r
c
h
ild
r
e
n
; c
o
m
e
to
V
S
P
to
s
tr
e
n
g
th
e
n
y
o
u
r
b
o
d
y
a
n
d
s
tr
e
n
g
th
e
n
th
a
t c
o
n
n
e
c
tio
n
w
ith
y
o
u
r
c
h
ild
r
e
n
.
C
h
ild
r
e
n
,o
th
e
r
p
a
r
e
n
ts
, s
c
h
o
o
l
c
o
a
c
h
e
s
In
c
r
e
a
s
e
a
w
a
r
e
n
e
s
s
o
f fa
c
ility
to
9
0
%
w
ith
in
1
0
m
ile
s
o
f th
e
n
e
w
fa
c
ility
b
y
J
u
n
e
1
4
, 2
0
1
4
.
-
P
e
r
s
u
a
d
e
p
a
r
e
n
ts
o
f V
S
P
a
th
le
te
s
to
jo
in
th
r
o
u
g
h
s
o
c
ia
l
M
e
d
ia
/in
te
r
n
e
t c
o
m
m
u
n
ic
a
tio
n
s
-
E
d
u
c
a
te
p
a
r
e
n
ts
o
f th
e
e
n
r
ic
h
in
g
life
th
e
y
c
a
n
h
a
v
e
w
ith
th
e
ir
c
h
ild
r
e
n
b
y
w
o
r
k
in
g
o
u
t a
t V
S
P
th
r
o
u
g
h
e
v
e
n
ts
-
A
s
s
u
r
e
p
a
r
e
n
ts
o
f V
S
P
a
th
le
te
s
th
a
t th
e
y
w
ill lo
v
e
it ju
s
t a
s
m
u
c
h
a
s
th
e
ir
c
h
ild
r
e
n
th
r
o
u
g
h
o
p
in
io
n
le
a
d
e
r
s
-
E
s
ta
b
lis
h
c
r
e
d
ib
ility
o
f a
d
u
lt
w
o
r
k
o
u
t r
e
g
im
e
a
t V
S
P
T
h
r
o
u
g
h
th
e
p
r
e
s
s
-
C
o
n
v
in
c
e
p
a
r
e
n
ts
th
e
y
c
a
n
g
e
t
b
a
c
k
to
th
e
ir
h
ig
h
s
c
h
o
o
l s
h
a
p
e
th
r
o
u
g
h
V
S
P
a
d
u
lt m
e
m
b
e
r
s
-
S
o
c
ia
l m
e
d
ia
-
W
e
b
s
ite
-
P
o
s
te
r
s
-
P
r
e
s
s
r
e
le
a
s
e
s
-
C
o
n
ta
c
t n
e
w
s
s
ta
tio
n
s
-
P
r
ic
e
c
o
m
p
a
r
is
o
n
s
R
e
c
r
e
a
t
io
n
a
l
C
o
m
p
e
t
a
t
iv
e
A
t
h
le
t
e
s
F
itn
e
s
s
, g
o
a
ls
, s
ta
y
in
g
in
s
h
a
p
e
, c
o
m
m
u
n
ity
e
v
e
n
ts
,
tr
a
in
in
g
fo
r
s
o
m
e
th
in
g
b
ig
g
e
r
, b
e
in
g
p
r
o
u
d
o
f
th
e
m
s
e
lv
e
s
, b
e
in
g
b
e
tte
r
th
a
n
e
v
e
r
y
o
n
e
a
r
o
u
n
d
th
e
m
, a
ffe
c
tiv
e
w
o
r
k
o
u
ts
,
h
ig
h
ly
c
o
m
p
e
titiv
e
, s
e
lf-
d
r
iv
e
n
T
r
a
in
in
g
fo
r
y
o
u
r
n
e
x
t e
v
e
n
t a
t
V
S
P
w
ill g
iv
e
y
o
u
th
e
b
e
s
t r
e
s
u
lts
r
e
s
u
lts
y
o
u
h
a
v
e
e
v
e
r
s
e
e
n
.
O
th
e
r
a
th
le
te
s
, c
o
m
p
e
titio
n
,
p
e
e
r
s
-
In
c
r
e
a
s
e
a
d
u
lt m
e
m
b
e
r
s
h
ip
b
y
2
0
%
b
y
S
e
p
t. 1
4
, 2
0
1
4
.
-
In
c
r
e
a
s
e
a
w
a
r
e
n
e
s
s
o
f fa
c
ility
to
9
0
%
w
ith
in
1
0
m
ile
s
o
f th
e
n
e
w
fa
c
ility
b
y
J
u
n
e
1
4
, 2
0
1
4
.
-
In
c
r
e
a
s
e
th
e
n
u
m
b
e
r
o
f c
lie
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48 49
Communication
Products
1. Blog
2. Twitter
3. Facebook
4. Powerpoint
5. Storyboard
6. Opinion Leaders
7. Media Alert
8. Direct Mail Piece
9. Brochure
10. Op Ed
11. Fact Sheet
12. Pitch Letter
13. Feature Story
14. News Release
15. Special Event
16. Radio Advertisement
17. YouTube Video
18. Leafet
19. Photo
20. Poster
Communication Products
Blog
Blog Content
Of-season Tips for Athletes
Even though its of-season and youre sick of training or thinking about being the best in a specifc sport, its
probably best you keep in mind a couple of tips that will help you in the upcoming season.
Take a break:
When summer break comes around athletes will most likely swing one of two ways. (1) They will decide to
enjoy summer to the fullest and lounge around the house, relax and enjoy the time of not being required to
do anything. (2) Athletes will refuse to get out of the zone and train just as hard, or sometimes even harder,
as if they were still in season. Its better for athletes to stay away from both of these extremes. Instead of
trying not to fall into either of these situations, dont think about it at all and just have fun. It will be natu-
ral. Still do the activities you would normally do in the summer such as swimming, light jogging, dancing,
biking, etc. Youll be doing just enough to stay active yet not pushing your body too hard.
Achieve an Of-season Goal:
When the last 8-10 weeks of the summer is approaching its a good time to slowly get back into gear for the
next season ahead. This gives your body most of the summer to relax and pay attention to something you
want to accomplish. For some athletes this will be improving speed, developing specifc techniques, gaining
muscle mass or reducing body fat. Come up with a realistic goal and use the summer to give you a head
start for the next season.
Maintain a Consistent Diet:
Summer time isnt an excuse to binge on all types of foods your coach wouldnt let you eat during the
season. Rather than eating ice cream or going to bufets every day, keep your diet the same as it was
before. No one said you couldnt go out and grab a burger or take a dessert or two, but dont go over-
board. Youll regret this at the end of the summer when youre trying to pick up where you left of last sea-
son.
50 51
Communication Products
Twitter
Twitter Tactic for VSP Recreational Competitive Athletes- Bri Hintze
Communication Products
Facebook
Bri Hintze
Comms 485
Tactic: Facebook Page
52 53
Communication Products
Powerpoint
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Communication Products
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Communication Products
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56 57
Communication Products
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Communication Products
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58 59
Communication Products
Storyboard
Communication Products
Opinion Leaders
Public Influentials
Overweight Men and Women in North Utah County
Doctors or personal physicians
Extended family members
Friends
Children
Co-workers
Spouse or significant other
Members of VSP
Recreationally Competitive Athletes
Races like Ragnar, Top of Zion, Tour Del Sol, Utah Valley Half Marathon etc.
Runners Corner staff
26.2 staff
Fellow athletes and professional athletes
Friends
Extended family, Spouse, Children
TriUtah.com
Hal Higdon
Run Utah Magazine
Utah Cycling Association
Sports Equipment Retailers
Supplement Retailers
Parents of Velocity Sports Athletes
Children
Spouse
Other parents
Friends
Childs team coach
Childs school
Sports Associations
60 61
Communication Products
Media Alert
FOR IMMEDIATE RELEASE
Contact: Damian Garbero (801) 407-8224
damian.garbero@velocitysp.com
****** MEDIA ALERT ******
What: For the last 10 weeks Velocity Sports Performance has been hosting a Get Fit event
based on the hit show The Biggest Loser. Over 150 Utah County residents joined the weight-
loss contest. Throughout the competition each participant was given access to specialized
classes, personal coaching, lifestyle advice and nutrition counseling. The results are amazing.
When: The final weigh-in and reveal will take place at a fitness celebration event takes place
March 22. 2014 at 10 a.m.
Where: Hosted by fitness expert Kelli Calabrese, the party will happen at the newly renovated
Velocity Sports Performance facility, 680 South 500 East, American Fork. The community,
friends, family and fitness buffs from around the state are invited.
Communication Products
Direct Mail Piece
Velocity Sports Performance Direct Mail Piece
62 63
Communication Products
Brochure
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64 65
Velocity Sports Performance Op-Ed
Step Up and Out of Your Comfort Zone
By Meredith Francom
I was sitting at my daughters pee-wee volleyball game this week when it occurred to
me volleyball is a lot harder than it looks.
Most of these children have never seen a volleyball game, let alone played one, but
they act like putting themselves out there and trying something new is no big deal.
The game moved slowly. When a team nally got two hits of a serve to return it to the
other side the crowd of parents erupted like it was the gold-medal match at the
Olympics. I suppose for the kids it felt the same.
Unlike these children, we adults seem to miss opportunities to feel the exhilaration of
learning something new. Instead we see ourselves as specialized. Weve worked hard
to master our profession and we avoid straying from what is usual and familiar. As a
result we end up in a stable but comfortable rut.
But does it have to be that way? Of course not. Take tness for example. Just because
were not in high school anymore doesnt mean we cant be t. I understand that you
may be torn between obligations to your kids, home, job or spouse, but if you arent
your best you cant give your best.
Biggest Loser trainer Jillian Michaels recently posted on Facebook, The past doesnt
dene you, your present does. Its okay to create a vision of the future because it
afects your behavior in the now, but dont dwell on past mistakes. Learn from them
and focus those lessons in the moment. Thats where change can really happen.
Getting t is only a matter of dedication and time. The key to success is surrounding
yourself with supportive people and industry experts. You wouldnt try to build a
house without a proper plan and the right tools, so why do we take the same approach
to tness?
At Velocity Sports Performance we use top-of-the-line coaching techniques that
ensure you are never left to just gure it out. Group workouts mean youll never feel
singled out, and youll get the group support you need to succeed.
This weekend Velocity Sports Performance honors the 150 participants of their Get Fit
program with a nal weigh-in. These health hopefuls came to VSP searching for the
tools they needed to make their tness goals a reality. Now, they get to feel the
exhilaration that comes with nishing a challenge.
Communication Products
Op Ed
Like the volleyball game, it promises to be an evening full of excitement and cheering.
These participants made a commitment to do something new, and they will continue to
reap the rewards for the rest of their lives.
Isnt it time you tried something new?
Communication Products
Op Ed
66 67
Communication Products
Fact Sheet
Velocity Sports Performance Fact Sheet
General
Founded in 1999
Over 60 training centers across North
America
Started by a five-time, NCAA track &
field champion coach
Revenue of $XXX each year
Sponsored by Gatorade and Under
Armour
Known for XXX and XXX awards
Famous athletes such as XXX, XXX,
XXX and XXX trained at
Velocity Sports performance for
over 11 years
Use of top of the line Olympic
equipment
Credentials
Client list includes over 50 Olympic
medal winners, first round NFL
draft picks and professionals
from every sport.
Training has been proven to work and be
used on children as young as
eight years old.
Trained more than 100 NFL rookie
clients in one facility.
Training services include, but are not
limited to:
Weight room
Turf
Track
Nutrition
Recovery
Regeneration
Sports medicine
Train athletes in various sports:
Baseball
Basketball
Field hockey
Football
Golf
Ice hockey
Lacrosse
Soccer
Softball
Tennis
Volleyball
Communication Products
Pitch Letter
Pitch Letter
To: Cathy Allred, callred@heraldextra.com, North County Reporter, Daily Harold
Subject:
Hi Cathy Allred,
I enjoyed reading your recent article in the Daily Herald on the geocache bufs. It is nice for us Utah
Valley residents to be informed on local culture and events.
With Utah making national newspapers for local sports teams and athletic individuals, Utah seems
to be making a name for itself in athletics. I think Utah residents, especially athletes and parents of
athletes, would be interested to know about a gym opening in American Fork which is unlike tra-
ditional gyms. It is specialized in making athletes faster, stronger and more agile. Te name of this
gym is Velocity Sports Performance.
Let me know if you are interested and I can send you a press release, as well as other information.
Tank you for your time,
Benjamin Lopez
benlopez86@gmai.com
(801) 376-8498
68 69
Communication Products
Feature Story
Feature Story
Five of Pleasant Grove High Schools varsity football team has trained with
Velocity Sports Performance (VSP) since they were all freshman. These players have
successfully led their team to four consecutive seasons of playoffs, three of which took
them to the finals. Athletes Gary Sanchez, Taylor Smith, Michael Macamore, Zane
Wilskow and Bryan Brown are all going to a major college on a football scholarship, and
they agree that VSP is what helped them have a successful football career.
All five of Pleasant Groves leading senior on the football team individually went
to Velocity on their own time to focus on techniques they could improve. When I would
talk about VSP to my buddies, I found out that we werent doing any of the same drills.
Wilksow said. Their facility made sure that my workouts focused on me specifically
and it was what I needed to work on that week.
Wilksow accepted his full-ride scholarship at the University of Southern
California. He said he started training at Velocity only because his coaches suggested
that was the best way he could excel outside of practice. Wilksow said, When I was
fourteen I knew I wasnt the fastest, most talented, biggest or most athletic guy on the
field. I needed someone to help me get to a point where I could compete with my own
peers before I could compete with kids at other schools.
Wiksow trained at VSP four times a week with the same trainer. His trainer
always kept notes on his progress and was able to help him overcome every weakness
and accomplish every one of Wilksows goals.
Communication Products
Feature Story
Sanchez aspired to be the best wide receiver in America ever since he was three
years old. He never played any other position. Sanchez knew he had to take his training
seriously to become the best and found that several NFL players who were top-notch
wide receivers trained at a VSP facility. Sanchez convinced his parents to sign him up
and their family could only afford to take him there once a week. In that one-week
session, Sanchezs trainer pushed him every minute to maximize his time at the facility.
Sanchez was able to approve his agility and speed and eventually lead his team with the
most amount of touchdown in his high school. I though I would be able to take the time
and play with my friends to help me, but Im glad I decided to go to Velocity instead,
Sanchez said.
Smith committed to playing football at the University of Michigan after finishing
his high school career with four Most Valuable Player awards. He was Pleasant Groves
running back and averaged at least 220 yards each game. Ive been training with
Velocity since I was in seventh grade and they were always willing to help me with
anything I needed, Smith said. Smith felt Velocity helped him get to the speed where he
wanted to be at and thats why he was able to do so well in the season.
Brown was Pleasant Groves quarterback for four years and although he felt that
Velocity couldnt necessarily help with his throwing abilities, they could help him do one
thing he couldnt do on his own. Velocity helped brown bulk up. I was always the
skinny guy and had trouble gaining muscle mass, Brown said. Velocity knew exactly
what I could do to do that and it wasnt anything I felt like I couldnt handle. Brown
struggled with his size and knew that if he wasnt a little heavier, it would be easier for
70 71
his opponents to take him down. VSP trained with him and taught him lifting techniques
that wouldnt hinder his athleticism.
Macamore has been one of Velocitys longest clients. Macamore started training
with them since he was only eight years old. When he first trained with VSP they didnt
take him to lift weights or push him to limits his body wouldnt allow him to do. Instead
VSP tailored games Macamore was already familiar with and give him tips on how to do
the basics things such as running, jumping, squatting and more. Its cool how they were
training me even though it wasnt the kind of training you see on television, Macamore
said.
As Macamore got older Velocity was able to help him create goals and reach each
of them over time. He wasnt trained to perform well in one sport, he trained to become a
better athlete overall. Velocity isnt lying when they said they can improve speed,
agility and power. I improved in all three, and if I can, anyone can, Macamore said.
Macamore continues to train at Velocity before he leaves for the University of Oregon in
the Fall.
Velocity not only helped Pleasant Grove High Schools football team become one
of the best in the state of Utah, but helped several individuals on their team. Their
training program has proven to be specific to each athlete and focus on their needs and
wants. Velocity Sports Performance recently moved south of their Lehi facility to
American Fork. They hope their bigger facility will help provide more room for all of
their clients to train.
Communication Products
Feature Story
Communication Products
News Release
Aaron Singh, Director FOR IMMEDIATE RELEASE
(801) 369-9846
680 South 500 East
American Fork, Utah
New Weight Loss Program Begins in 2014
March 20, 2013 Velocity Sports Performance will be holding a 10-week weight loss
event, beginning January and ending in March, for all men and women who want to
maximize their weight loss efforts.
We feel that the Get Fit program is not only a great opportunity to showcase our new
location, but also to get the people of Utah Valley active this summer, said Aaron Singh,
Location Director.
Velocity Sports Performance moved from Lehi to their current location in American Fork
earlier this year.
The Get Fit weight loss competition is based on the popular television show Biggest
Loser and is meant to help those who are overweight to slim down and create a healthy
exercise regimen.
The competition will include daily workouts and meal planning with trained fitness
professionals. Men and women will train separately and participate in activities specific
to their group. Weight will be recorded throughout the competition and the individual
from both groups who lost the most weight at the end of the competition will receive
$500 in Under Armour gear as well as a year of free training at Velocity Sports.
Qualifications include anyone in Utah who is struggling to shed weight and has the
determination to work hard in order to get fit. The competition fee is $100 and spaces are
not limited so everyone is encouraged to sign up.
With rising rates of obesity in Utah, we want to be a part of the solution, Singh said.
Velocity Sports Performance is dedicated to helping others attain their fitness goals with
trained professionals who know what they are doing.
Velocity Sport Performance is a nation wide fitness training facility that focuses on
strength training and sports-related performance. VSP works with children, teens and
adults to achieve a healthy lifestyle and get fit. They also have programs designed for
professional and elite athletes.
###
72 73
Communication Products
Special Event
Outline SPECIAL EVENT
Event title/brief description: Get Fit Weight Loss Competition. A 10-week training
program to help participating individuals lose weight and create a healthy exercise
regimen.
Key public (audience) including current level of understanding of product/service:
Our target audience is overweight men and women in Utah who have the desire to lose
weight and get healthy.
Action desired from public(s) after attending this event:
We want the individuals to see the benefits of working with the trainers at VSP and
continue to come back even after the competition.
How that action ties to the primary publics self-interest:
We want more people to know about VSPs new location and adult classes, so having this
audience involved will fill both of those needs.
Event date and time:
Begins January 6, 2014 and ends March 14, 2014.
Workouts will be everyday at either 6-7:30am or 5:30-7pm. This will provide convenient
times for working individuals whether they prefer morning or evening workouts.
Key Message/Theme:
Our key message is that it is important to take care of your body and that anyone can
learn how with the proper help. Our trainers are successful helping people achieve their
strength and fitness goals and anyone, no matter their weight, can achieve them.
Get Fit - Every hot body starts at ground zero. Its time to get your sweat on.
Venue (address, room, etc.)
All workouts will take place at the American Fork VSP location in designated rooms
according to workouts. 680 S. 500 E. - American Fork, UT 680 S. 500 E. - American Fork, UT
Activity details (chronological list of what is happening at the event):
-The first day will begin with a kick-off ceremony where Aaron Singh gives a quick
motivational presentation and welcomes all participants.
-Then daily workouts commence and continue Monday through Friday during the allotted
times.
-Participants will record weight, strength and other necessary measurements each
Monday.
-At the end of the 10-week program, trainers will assess improvement and record each
individuals measurements. One winner from the mens category and one winner from the
womens category, who has made the most improvement according to trainers, will be
chosen as the Get Fit winners.
Communication Products
Special Event
-On March 15, the Saturday after the last workout, the winners will be presented with
$500 in Under Armour gear and a yearlong membership at VSP. Winners will also be
placed on the VSP Wall of Fame.
Participation required (who does what; speaking, welcoming, setting up, media
management, etc.)
All staff and trainers will participate in one way or another in this event. Aaron Singh will
be the coordinator and do the opening and closing speeches. Other staff members should
help with coordinating and any media management if necessary. Depending on the size of
classes, VSP will need to allot at least 2-3 trainers for each group (men and women).
Materials needed for audience (program, flyer, etc.):
-Posters and flyers need to be put up and sent out.
-A program guide may also be necessary for each participant that outlines the times and
workouts each day.
-All workout equipment is provided by the VSP facility
-Incentive prizes will include $1,000 worth of Under Armour gear
Specific media to invite:
Local media including Daily Herald, SL Trib, Deseret News. These media may be invited
for kick-off and closing ceremonies. At the permission of participants and trainers, media
may visit during a specified workout.
Materials to provide to media (press kits, backgrounder, photos, etc.)
Press release, fact sheet, staff directory. They may take their own photos at events.
Timeline/deadline:
- Participant invitations: Advertise the Get Fit program by mid-November.
- Media invitations: Send out press release by Dec. 10 to all local media.
- Printed materials: Post posters and put out flyers at the end of November and
beginning of December.
- Incentives: Under Armour gear needs to be ordered by the kick-off date of the
contest.
74 75
Communication Products
Special Event
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Communication Products
Special Event
Communication Products
Radio Advertisement
Radio Advertisement
Primary Target: Stay-at-home moms with older children
Secondary Target: Overweight men and women in North Utah County
To be performed by a woman in her thirties who sounds young and peppy. Background sound is
children playing at the park.
Woman: AFTER I HAD MY DAUGHTER I WONDERED IF ID EVER GET MY BODY
BACK. WITH ALL HER NEEDS, IT SEEMED THERE WAS NEVER ENOUGH TIME FOR
EXERCISE. AFTER SHE STARTED SCHOOL I HAD MORE TIME, BUT I WORRIED
THAT I WASNT MAXIMIZING MY WORKOUTS. A FRIEND TOLD ME ABOUT
VELOCITY SPORTS PERFORMANCE. I TRIED IT AND ITS AMAZING. THEIR ONE-ON-
ONE COACHING HELPED ME TARGET MY TROUBLE ZONES AND PUSHED ME TO
DO WAY MORE THAN I COULD BY MYSELF. I FINALLY FIT IN MY HIGH SCHOOL
JEANS AGAIN. SO WHAT ARE YOU WAITING FOR? SIGN UP FOR A FREE TRIAL
TODAY AT VELOCITY S P DOT COM SLASH AMERICAN FORK. THATS VELOCITY S
P DOT COM SLASH AMERICAN FORK. EVERY HOT BODY STARTS AT GROUND
ZERO. ITS YOUR TURN. GET YOUR SWEAT ON.
Announcer Voice (Quickly): VELOCITY SPORTS PERFORMANCE. WHY DO YOU
TRAIN?
78 79
Communication Products
YouTube Video
Communication Products
Leafet
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80 81
Communication Products
Photo`
Communication Products
Poster
why do you train?
Compete like a professional athlete.
Come train with a purpose at Velocity Sports.
680 South 500 East, American Fork, UT 840003
Contact: Damian Garbero, damian.garbero@velocitysp.com, 801.763.9525
82 83
Index
Copy Outlines
Sources
1. Blog
2. Twitter
3. Facebook
4. Powerpoint
5. Storyboard
6. Opinion Leaders
7. Media Alert
8. Direct Mail Piece
9. Brochure
10. Op Ed
11. Fact Sheet
12. Pitch Letter
13. Feature Story
14. News Release
15. Special Event
16. Radio Advertisement
17. YouTube Video
18. Leafet
19. Photo
20. Poster
Index
Blog
COPY OUTLINE Blog
Key public (audience) including current level of understanding of product/service: mothers of athletes who are look-
ing to fnd out what VSP is about
Secondary publics (audiences), if any: athletes
Action desired from public(s): to sign child up with Velocity program
How that action ties to the primary publics self-interest: wanting their child to stay healthy and be the best athlete
they can
Infuentials (third-party opinion leaders who may infuence the key public): coaches, peers, neighbors
How they will be used to infuence the key public (testimonials, examples, etc): testimonials
Overall tone: friendly, informative
Proposed lead story: Even though its off-season and youre sick of training or thinking about being the best in a
specifc sport, its probably best you keep in mind a couple of tips that will help you in the upcoming season.
Proposed lead story graphics: picture of Velocity athletes
Method and timing of distribution (self-mailer, Internet, handed delivered, etc.): internet, email
Word Count 300-500 words
Timeline/deadline: twice a week
84 85
Index
Twitter
COPY OUTLINE Twitter
Key public (audience) including current level of understanding of product/service: Mothers of VSP athletes, know VSP
but have never come for themselves before, only their kids
Secondary publics (audiences), if any:
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary publics self-interest: strengthen the family, staying healthy, getting ft and
confdent, spending time pursuing kids interests to increase bond
Overriding message/theme and tone:
Be the example and start your healthy family life at VSP
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or
gym
Secondary: $60/month vs. $100/session
Small classes prevent injuries and improper form
Qualifed coaches personalize workouts to meet your needs
2. Primary Message: mothers of VSP athletes are close friends and feel connected
Pictures of before and after of members with training
Mothers of VSP athletes are posting their workout photos
Testimonials from other moms
Statistics about exercise and family
Links to blogs from mothers at vsp, ftness blogs, family blogs
Infuentials (third-party opinion leaders who may infuence the key public): perhaps a local start athlete and mommy
bloggers and ftness bloggers, they will get two months free training at VSP and then blog about it to their followers.
How they will be used to infuence the key public (testimonials, examples, etc):
Try out velocity sports to train at for their next event, and give a testimonial
Proposed title and cover copy:
VSP: Why do YOU train?
Proposed photos/graphics to post (if any):
Photos of moms with their children, members after classes, members hanging out outside of VSP
Proposed posts: 4 a day on Twitter, with 4 daily comments on other peoples posts
Method and timing of distribution: throughout the day
Production quantity and format:
Post health tips, bust health myths, ofer deals, videos of workouts
Timeline/deadline: April 20, 2013
Index
Facebook
COPY OUTLINE Facebook
Key public (audience) including current level of understanding of product/service: Mothers of VSP athletes, know VSP
but have never come for themselves before, only their kids
Secondary publics (audiences), if any:
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary publics self-interest: strengthen the family, staying healthy, getting ft and
confdent, spending time pursuing kids interests to increase bond
Overriding message/theme and tone:
Be the example and start your healthy family life at VSP
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or
gym
Secondary: $60/month vs. $100/session
Small classes prevent injuries and improper form
Qualifed coaches personalize workouts to meet your needs
2. Primary Message: mothers of VSP athletes are close friends and feel connected
Pictures of before and after of members with training
Mothers of VSP athletes are posting their workout photos
Testimonials from other moms
Statistics about exercise and family
Infuentials (third-party opinion leaders who may infuence the key public): perhaps a local start athlete and mommy
bloggers and ftness bloggers, they will get two months free training at VSP and then blog about it to their followers.
How they will be used to infuence the key public (testimonials, examples, etc):
Try out velocity sports to train at for their next event, and give a testimonial
Proposed title and cover copy:
VSP: Why do YOU train?
Proposed photos/graphics to post (if any):
Photos of moms with their children, members after classes
Proposed posts: 2 a day on Facebook, with 4 daily comments on other peoples posts
Method and timing of distribution: throughout the day
Production quantity and format:
Post health tips, bust health myths, ofer deals, videos of workouts
Timeline/deadline:
Need ready by April 28
,,
2013
86 87
Index
Powerpoint
COPY OUTLINE PowerPoint
Key public (audience) including current level of understanding of product/service: Parents
from Utah County ranging from 28 and 40 years old who would like to get their family
healthy.
Secondary publics (audiences), if any: children who would like to get their family healthy
Action desired from public(s): to join VSP as a family
How that action ties to the primary publics self-interest: This will help them keep their
family happy and healthy
Influentials (third-party opinion leaders who may influence the key public): parents, doctors
How they will be used to influence the key public (testimonials, examples, etc):
testimonials
Overall tone: Informational, motivational
Proposed graphics: pictures of families and individuals working out
Index
Storyboard
COPY OUTLINE Storyboard
Key public (audience) including current level of understanding of product/service: Recreational competitive athletes,
understand training for events but have never heard of VSP before
Secondary publics (audiences), if any:
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary publics self-interest: train harder, beat PRs, gain more confdence
Overriding message/theme and tone:
Training for your next event at VSP will give you the best results you have ever seen.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or gym
Secondary: $60/month vs. $100/session
Small classes prevent injuries and improper form
Qualifed coaches personalize workouts to meet your needs
2. Primary Message: Give VSP a try for all your training needs
Secondary: one week no commitment
no contracts to be stuck in
85% of people who try it come back
3. Primary Message: our quality of training is top of the line, you cant get anything like it elsewhere!
Secondary: individual coaching in small classes
Customized workouts to meet your needs
Qualifed coaches make every workout a new experience
Infuentials (third-party opinion leaders who may infuence the key public): perhaps a local start athlete
How they will be used to infuence the key public (testimonials, examples, etc):
Try out velocity sports to train at for their next event, and give a testimonial
Proposed length:
Five minute video, storyboarded out to 15 second boxes
Proposed photos/graphics to post (if any):
Photos of athletes in under armor clothing, members after classes
Method and timing of distribution: Ready for women and mens expos
Production quantity and format:
Just make 5 for now, only used at expos as an infomercial
Timeline/deadline:
Need ready by April 8
th
2013
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Media Alert
COPY OUTLINE Media Alert
Key public (audience) including current level of understanding of product/service: Media
Secondary publics (audiences), if any: Overweight men and women in North Utah County
Action desired from public(s): Come to and cover the media event
How that action ties to the primary publics self-interest: Good stories sell newspapers, and bring in television
viewers.
Special event or reason to send the alert: Get Fit fnal weigh-in and reveal event.
News hook: This event features 150 residents of Utah County and their weight loss success stories and is hosted by
ftness expert Kelli Calabrese.
Event Information:
Who: 150 residents of Utah County
What: Will participate in a Get Fit fnal weigh-in event.
When: March 22, 10 a.m.
Where: Velocity Sports Performance, 680 South 500 East, American Fork.
Proposed photos/charts (if any): A before and after photo, photos of the VSP facility.
Method and timing of distribution (e-mail, fax, etc.): A week before the event to media
Specifc media to receive release: Daily Herald, KSL 5, KUTV 4, FOX 13, KSTU 2
Follow-up with media (if any): none
Timeline/deadline: Pitch made by March 17
Index
Direct Mail Piece
COPY OUTLINE DIRECT MAIL PIECE
Key public (audience) including current level of understanding of product/service:
Current/previous members of VSP and companies in contact with VSP adults, children, teens, coaches, trainers, sport
teams. Basically anyone they have on a mass emailing list. A majority of this list may already know about the new
location of VSP, but it will serve as a good reminder and give visuals.
Secondary publics (audiences), if any:
Action desired from public(s):
We want the public to actively seek out the new location and maintain or restart their memberships at VSP.
How that action ties to the primary publics self-interest:
They public already knows about VSP so ftness may already be a part of their current lifestyle. This will inform them of
the new location and encourage them to keep up their physical activity at the new location.
Overriding message and tone:
This mail piece gives all the information one would need to fnd VSP or get in contact with someone who can help
them with any questions. It is an athletic-looking advertisement that encourages individuals to maintain or create an
active lifestyle at VSP.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: VSP has a new location.
Secondary: Where to fnd the new building
How they can contact personnel at VSP
Where they can go for more info
2. Primary Message: Why do YOU train?
Secondary: Our new motto for VSP
Encourages individuals to reassess the purpose for being active
Infuentials (third-party opinion leaders who may infuence the key public):
How they will be used to infuence the key public (testimonials, examples, etc):
No testimonials will be used in order to cut down on wordiness.
Proposed cover title and cover copy:
Proposed cover photos/graphics (if any):
Photo of new VSP facility
Source of mailing list:
VSP company mailing list for Utah/ Salt Lake Valley
Mailer size and paper (weight, fnish, etc):
Print quantity and number of colors:
4-5 colors max.
Other graphics to be used (other than cover):
VSP logo.
Timeline/deadline:
To be sent out immediately.
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Brochure
COPY OUTLINE BROCHURE
Key public (audience) including current level of understanding of product/service:
Mothers between the ages of 28 and 40 living within Utah, Salt Lake, and Wasatch counties. Tese mothers are
unfamiliar with VSP and are somewhat familiar with the importance of exercise for the family.
Secondary publics (audiences), if any:
Fathers and children who want strong families
Action desired from public(s):
Join VSP as a family
How that action ties to the primary publics self-interest:
Tis public seeks a strong healthy family and will get one as they are active together
Primary Message: Get an athletic body and optimal health at VSP and in doing so, motivate your spouse and children to
do the same.
Secondary:
Increasing age makes sedentary people more prone to injury, stress, and disease.
Te mothers example is the biggest factor (bigger than fathers example) in whether or not their children
exercise.
Other parents have used VSP and it has made a positive impact on their lives and on their entire familys
lives.
Infuentials (third-party opinion leaders who may infuence the key public):
Children whose parents began to work out at VSP
Parents who have had positive results from VSP
How they will be used to infuence the key public (testimonials, examples, etc):
Children will be used as a cause to motivate parents to work out.
Proposed cover title and cover copy:
How to build a strong family.
Proposed cover photos/graphics (if any):
A happy family exercising together.
Method and timing of distribution (self-mailer, point of purchase display, etc.):
Display brochure in front ofce of VSP and in local health clinics, and leave in mailboxes of homes
closest to VSP.
Brochure size and paper (weight, fnish, etc):
8.5 X 11 Glossy Text
Print quantity and number of colors:
High Quality, 500
Other graphics to be used (other than cover):
Child working out at VSP, parents being active with children
Timeline/deadline:
May 15
Index
Op Ed
COPY OUTLINE Op-ed Piece
Key public (audience) including current level of understanding of product/service: overweight men and women in
Utah County
Secondary publics (audiences), if any:
Action desired from public(s): Try VSP.
How that action ties to the primary publics self-interest: It will help them attain their ftness goals.
Overriding message and tone: You should try new things. With help from the right people you can do anything as long
as youre willing to try.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: You should try new things and become your best self.
Secondary: Story of kids playing Volleyball
Quote from Jillian Michaels
2. Primary Message: You need experts to make things happen
Secondary: You wouldnt build a house without a contractor, ftness is the same
VSP ofers one-on-one coaching and support you need
Participants in the Get Fit challenge feel the exhilaration of doing something hard and being
successful. You can feel the same
Infuentials (third-party opinion leaders who may infuence the key public): Jillian Michaels,
How they will be used to infuence the key public (testimonials, examples, etc): Quote
Proposed headline: Step Up and Out of Your Comfort Zone
Proposed lead: I was sitting at my daughters pee-wee volleyball game this week when it occurred to me
volleyball is a lot harder than it looks.
Method distribution (e-mail, fax, mail, etc.): email
Specifc media to receive piece: Daily Herald
Follow-up with media (if any): none
Timeline/deadline: The article needs to be published the week of March 22, 2014.
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Fact Sheet
COPY OUTLINE Fact Sheet
Key public (audience) including current level of understanding of product/service: potential clients, investors and
media outlets who are not familiar with Velocity at all
Secondary publics (audiences), if any:
Action desired from public(s):
How that action ties to the primary publics self-interest:
Overriding Message: Velocitys training programs show safe and positive results
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Proof to be credible by popular sponsors
Secondary: quote from Gatorade
quote from Under Armour
testimonial from professional athlete
2. Primary Message: Started by knowledgeable athlete and continue with those patterns
Secondary: quote from founder
founder statistics
testimonial of VSP director
3. Primary Message: Use of high quality equipment
Secondary: list of Olympic equipment
equipment safety reviews
list of Olympians who used the same equipement
Infuentials (third-party opinion leaders who may infuence the key public): professional athletes and media
How they will be used to infuence the key public (testimonials, examples, etc): testimonials
Proposed graphics/charts (if any): none
Method and timing of distribution (Internet, media kits, w/letter, etc.): media kits
Follow-up (if any): none
Finished size and paper (weight, fnish, etc): standard 8.5 x 11
Print quantity and number of colors: 100 colored copies
Timeline/deadline: June 2013
Index
News Pitch
COPY OUTLINE NEWS PITCH
Key public (audience) including current level of understanding of product/service:
-Daily Harold North Utah County reporter
Secondary publics (audiences), if any:
Action desired from public(s):
-Request more info about Velocity Sports Performance and write story about it
How that action ties to the primary publics self-interest:
-It will interest many readers
News hook:
-Utah is making name for itself with skilled athletes
Story headline:
-Local gym opens to create more top athletes
Story lead:
-Utah has received national recognition lately due to its growing number of
athletes. Velocity Sports Performance recently opened in American Fork, giving athletes,
more strength, agility, and speed.
Primary Message:
-Velocity Sports Performance is skilled in creating and perfecting athletes.
Secondary:
-Top athletes that have come out of VSP
-Testimonials of current athletes
-Testimonials of local coaches
-Testimonials of VSP trainers
Infuentials (third-party opinion leaders who may infuence the key public):
-Local high school coach
How they will be used to infuence the key public (testimonials, examples, etc):
-Interview coach who has had athletes train with VSP.
Proposed photos/charts to accompany story (if any):
-Picture of high school athlete working out at VSP
Method and timing of distribution (e-mail, fax, etc.):
-e-mail on monday morning
Specifc media to receive pitch:
-Daily Harold
Follow-up with media (if any):
Timeline/deadline:
-May 1, 2013
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Feature Story
COPY OUTLINE Feature Story
Key public (audience) including current level of understanding of product/service: Fathers of high school athletes,
community leaders and athletes who are all familiar with training facilities, but might not know of Velocity in partic-
ular
Secondary publics (audiences), if any: ------
Action desired from public(s): Visit VSP and ask more information about their services
How that action ties to the primary publics self-interest: The primary publics self interest is to better themselves
or their family in their athletic ability and want to take them to a new level.
Proposed theme: VSP trains to your specifc needs
Proposed headline: Sports Training Facility Lead Athletes to Success
Proposed lead: Five of Pleasant Grove High Schools varsity football team has trained with
Velocity Sports Performance (VSP) since they were all freshman. These players have successfully led their team to
four consecutive seasons of playoffs, three of which took them to the fnals.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: VSP creates programs specifcally to each individual
Secondary: Trains over 500 athletes a year
The same workout is never repeated
When I would talk about VSP to my buddies, I found out that we werent doing any of the
same drills. Wilksow said.
2. Primary Message: Keeps training safe and healthy
Secondary: Has less than half of reported injuries than competing faclities
VSP offers diet advice
VSP gave me tips in what to incoporate in my daily diet and those small changes helped
me a lot, said NFL player Reggie Bush.
3. Primary Message: Velocity has trained several athletes who accomplished high awards
Secondary: 5 Pleasant Grove football players who trained at VSP recieved full-ride scholarships
Over 50 athletes who made it in the NFL
Helped train 400 athletes who attained the MVP award in high school
Infuentials (third-party opinion leaders who may infuence the key public): Professional athletes
How they will be used to infuence the key public (testimonials, examples, etc): testimonials, statistics
Proposed photos/graphics (if any): VSP alumni with student atheletes
Desired length (number of words or pages): three pages
Method and timing of distribution (e-mail, fax, etc.): email
Specifc media to receive story: Daily Herald, Salt Lake Tribune
Follow-up with media: One week after distribution
Timeline/deadline: August 2013
Index
News Release
COPY OUTLINE NEWS RELEASE
Key public (audience) including current level of understanding of product/service:
Anyone interested in losing a signifcant amount of weight, ranging from ages 20-55. Both men and women who live
in Utah Valley and are looking to lose weight at the start of the new year. This public may or may not know about VSP.
This is a chance for them to fnd out more information about the facility as well as the weight loss competition.
Secondary publics (audiences), if any:
Anyone in the Utah Valley who may know someone who is overweight and looking for help to lose weight.
Action desired from public(s):
We want this public to sign up for the weight loss contest.
How that action ties to the primary publics self-interest:
This public is primarily overweight and is looking to lose that weight. This contest will give them the opportunity to
lose weight with the help of personal trainers.
News hook:
Velocity Sports Performance encourages adults to Get Fit with new weight loss program
Proposed headline:
New Weight Loss Program Begins in 2014
Proposed lead:
Velocity Sports Performance will be holding a 10-week weight loss event, beginning January and ending in March, for
all men and women who want to maximize their weight loss eforts.
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Get Fit is a weight loss program for overweight adults in Utah Valley.
Secondary: 10-week weight loss program done at VSP facility with professional athletic trainers
Competition is similar to Biggest Loser
VSP recently moved to their American Fork location
2. Primary Message: Workouts will commence January 7, and continue everyday, once a day until March 14.
Secondary: Trainers will hold daily workout sessions and instruct individuals on healthy eating for
attaining weight loss goals.
Participants will be recording physical info everyday weight, capabilities, etc.
Winners who have lost the most weight will be rewarded on the day after the last day of
workouts.
Infuentials (third-party opinion leaders who may infuence the key public):
Friends, coworkers, spouses, parents, children, coaches, doctors or personal physicians and athletes.
How they will be used to infuence the key public (testimonials, examples, etc):
They may be encouraging them to lose weight, whether it be because of health risks or just to get their old body back.
Proposed photos/charts (if any):
VSP logo will be used on release.
Method and timing of distribution (e-mail, fax, etc.):
The press release should be sent (email) to all media outlets by December 1, 2013.
Specifc media to receive release:
Deseret News, SL Trib, Daily Herald, Daily Universe, any health or ftness publications
Follow-up with media (if any):
A follow up should be done by Dec. 8
th
.
Timeline/deadline:
News Release should be completed and sent out by Dec. 1
st
, latest.
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Copy Outlines
Copy Outline SPECIAL EVENT
Event title/brief description: Get Fit Weight Loss Competition. A 10-week training program to help
participating individuals lose weight and create a healthy exercise regimen.
Key public (audience) including current level of understanding of product/service:
Our target audience is overweight men and women in Utah who have the desire to lose weight and get
healthy.
Action desired from public(s) after attending this event:
We want the individuals to see the benefts of working with the trainers at VSP and continue to come back
even after the competition.
How that action ties to the primary publics self-interest:
We want more people to know about VSPs new location and adult classes, so having this audience involved
will fll both of those needs.
Event date and time:
Begins January 6, 2014 and ends March 14, 2014.
Workouts will be everyday at either 6-7:30am or 5:30-7pm. This will provide convenient times for working
individuals whether they prefer morning or evening workouts.
Key Message/Theme:
Our key message is that it is important to take care of your body and that anyone can learn how with the
proper help. Our trainers are successful helping people achieve their strength and ftness goals and anyone,
no matter their weight, can achieve them.
Get Fit - Every hot body starts at ground zero. Its time to get your sweat on.
Timeline/deadline:
- Participant invitations: Advertise the Get Fit program by mid-November.
- Media invitations: Send out press release by Dec. 10 to all local media.
- Printed materials: Post posters and put out fyers at the end of November and beginning of
December.
- Incentives: Under Armour gear needs to be ordered by the kick-of date of the contest.
Index
Radio Advertisement
COPY OUTLINE Radio Advertisement
Key public (audience) including current level of understanding of product/service: Stay-at-home mothers with older
children.
Secondary publics (audiences), if any: Overweight men and women (without children) in North Utah County.
Action desired from public(s): To sign up for a free trial.
How that action ties to the primary publics self-interest: If they sign up for the free trial they will look more ft.
Overriding message and tone: Every hot body starts at ground zero. Its your turn. Get your sweat on.
Format (jingle, single voice, dialogue, etc.): Single voice (upbeat sounding woman)
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Now that your children are in school, you have time to work out.
Secondary: Its hard to work out when you have babies around, but now that your children are in school
you can get your old body back.
2. Primary Message: You can get the help you need to maximize your workout at VSP.
Secondary: One-on-one coaching, class training
Speakers testimonial: I tried it and it was awesome.
3. Primary Message: Sign up for a free trial today.
Secondary: Visit VelocitySP.com/Americanfork to see more
Infuentials (third-party opinion leaders who may infuence the key public): A woman just like me.
How they will be used to infuence the key public (testimonials, examples, etc): The I did it and so can you
testimonial of a woman you might already know.
Production format and length (script, recording, 30 sec., 60 sec., etc): 30 seconds
Slogan or tagline if any: Velocity Sports Performance. Why do you train?
Production quantity:10
Target stations: KBEE, KENZ, KMYL, KSFI, KBZN
Timeline/deadline: Dec. 2013, Jan. 2014
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Youtube Video
COPY OUTLINE YouTube Video
Key public (audience) including current level of understanding of product/service: Recreational competitive athletes,
understand training for events but have never heard of VSP before
Action desired from public(s): come to VSP and train for all your athletic events
How that action ties to the primary publics self-interest: train harder, beat PRs, gain more confdence
Overriding message/theme and tone:
Training for your next event at VSP will give you the best results you have ever seen. The video will be humorous and
entertaining
Primary messages: (usually 2-5, short statements/selling points to be conveyed)
Secondary messages: (bulleted supporting data, facts, cases, testimonials, etc.)
1. Primary Message: Our services are cheaper and better than any personal training or gym
Secondary: $60/month vs. $100/session
Small classes prevent injuries and improper form
Qualifed coaches personalize workouts to meet your needs
2. Primary Message: Give VSP a try for all your training needs
Secondary: one week no commitment
no contracts to be stuck in
85% of people who try it come back
3. Primary Message: our quality of training is top of the line, you cant get anything like it elsewhere!
Secondary: individual coaching in small classes
Customized workouts to meet your needs
Qualifed coaches make every workout a new experience
Proposed visuals: man working out on his own for an event, and struggling, man falls over, passed by VSP athletes
Production length (30 sec., 60 sec., etc): 30 seconds
Slogan or tagline (if any): Why do YOU train?
Production quantity: load it up one time to YouTube and link to it via the website, Facebook, and Twitter.
Timeline/deadline: Due April 8
th
, 2013.
Index
Leafet
COPY OUTLINE Leafet
Key publics (audience) including current level of understanding of product/service: Recreational competitive athletes,
Overweight working adults. Both of these publics have experience with diferent forms of exercise and exercise
programs. Both of them have unique purposes in exercising. This leafet targets the idea of exercising with a purpose.
Action desired from public(s): Attend a class and join a consistent workout group.
How that action ties to the primary publics self-interest: These individuals either want to lose weight or
compete better. They will be able to pursue those goals with others who share the same goals.
Overriding message and tone: We have a new facility, and we want you to come for the reason you want to come. The
tone is that people should train because they have a reason to train.
Primary Message: Visit our new facility for a new, quality training experience
Secondary: Our classes are tailored specifcally to the group
Our classes can ft in to lunch schedules
Proposed ad graphics: Velocity logo, athlete training
Slogan or tagline (if any): Train with a purpose, Why do you train?
Target publication(s): Businesses close to the new facility
Ad size, format: 8.5x5.5 leafet
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Index
Photo
COPY OUTLINE Photo with tagline
Key public (audience) including current level of understanding of product/service: Mothers of athletes, Overweight
adults, Recreational competitive athletes. This image will be used in another piece of collateral to support the content
surrounding it.
Action desired from public(s): We want to make them think and to consider their personal purpose in exercising.
How that action ties to the primary publics self-interest: The action actually helps them identify their self-
interest. It helps them fnd a purpose that Velocity can provide an answer to.
Overriding message and tone: There are a lot of open possibilities. It makes them think about what theyre looking for.
Primary Message: Why do you train? We can help you fnd your personal answer to that question.
Proposed ad graphics: Open feld inside of a Velocity facility
Slogan or tagline (if any): Why do you train?
Target publication(s): Businesses close to the new facility
Index
Poster
COPY OUTLINE Poster
Key public (audience) including current level of understanding of product/service: Recreational competitive athletes.
They may have heard of Velocity from other athletes they know. They all understand the idea of performing at a high
level.
Action desired from public(s): Come take a look at the new facility and begin training.
How that action ties to the primary publics self-interest: These individuals are seeking to compete at a high
level. Training with Velocity will help them be stronger competitors.
Overriding message and tone: Velocity can help any individual train like a professional athlete. The tone is confdent
and exciting.
Primary Message: Velocity Sports can help you train like a professional athlete.
Secondary: Come train with us
Contact us with any questions
Proposed ad graphics: Velocity logo, professional athlete doing something impressive
Slogan or tagline (if any): Why do you train? Compete like a professional athlete
Target publication(s): Businesses close to the new facility
Ad size, format: 11x17 poster
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Index
Sources
Sources
http://www.bls.gov/spotlight/2008/sports/pdf/sports_bls_spotlight.pdf
http://governor.utah.gov/dea/2010census_demoprofles.html
http://blog.surveymonkey.com/blog/2012/08/13/what-your-favorite-way-break-sweat-top-exer-
cise-habits-revealed/