1. World Champion Taekwondo
Marketing Plan 2013

2. The Company World Champion Taekwondo (WCT)
Started by Grandmaster Ki Moon Kwon in 1991
Successful company – always has students

3. Why WCT is Unique Grandmaster Ki Moon Kwon was the 1981 world champion
Instructors and students are like family
World Taekwondo Federation accreditation
All athletic abilities welcome
People with disabilities welcome

4. Current Branding WCT is family friendly Welcoming environment
Child oriented
Family classes
Welcoming environment
Positive training
All abilities welcome

5. The Problem Branding isn’t very strong No marketing/advertising
Weak social media presence

6. Family Fun & Fitness with a Kick! World Champion Taekwondo
Creative Solution
New slogan: “Family fun and fitness with a kick!”
Emphasizes family atmosphere & fitness
Memorable – uses aliteration
Use on all promotional materials
Family Fun & Fitness with a Kick!
World Champion Taekwondo

7. Target Audience North East Ohio Families Suburban Mainly east side
Middle Class
With children – ages 5-13 ideally

8. Advertising Plan Radio Television Internet Billboards Print
95.5 The Fish, 90.3 NPR
Television
Local morning news shows, ABC Family, Nickelodeon, HGTV
Internet
Facebook, Google, Yahoo
Billboards
Print
The Plain Dealer, Cleveland Magazine, programs for local school plays/musicals

9. Radio Commercial
Straight Read
Female Announcer
60 seconds

10. Television Commercial

11. Print Advertisement

12. Online/Billboard Ad

13. Metrics How many people enquire vs how many people sign up
Survey for current students – Do they notice increase in marketing/does it fit with the experience
Survey for prospective students – including why they did/did not choose WCT