CondensedVersion

Brand Diamonds

Kids Clubs Research

Brand Diamonds

Kids Clubs Research

Fusion Faceted ApproachFusion Faceted ApproachFrom Research to Communication

• Research is # 1

• The Brand Message?

• Communication Channels?

• Message to Stakeholders?

• Analysis & Measure!

• Adapt

Research is # 1Research is # 1

Analysis & MeasureAnalysis & Measure

The Club Personality?Kids Club - building blocks

Club Personality

- The Voice & Look

- Mascot / Characters

- Personality

- Tone of Communication

- VIP feeling

- Purpose

Target Market?

Target Market

- Age group (10yr tweens / teens)

- Target Market Likes & dislikes

- Parents

- Languages

- Knowledge of technology

- Marketing Channels

- Suitable Social Networking

Club Members - through research

Purpose of the Club?Kids Club - building blocks

Purpose of the Club

- What do youth gain

- information / a cause / giveaway

- What do parents gain

- Ethical Marketing & safety of kids identity

- Indirectly build brand awareness

- Increase sales

What all Kids Clubs have in common Purpose & Ethos

> Positive Pester Power > Pulling Adults > Pulling Youth

Case StudyCase StudyCity Sightseeing Cape Town - Kids Club Character

Personality of the kids club

• fun

• informative

• kids-friendly (for us too)

• rewarding

Website

Online Newsletter

Giveaways(that are educational)

Printed Ads & Promotions

Ad Campaign in Various Publications...

Sources: From the Web, Wikipedia & Interviews

ResultsAnalyse & Measure = ROI

AnalysisAwareness, Members & Sales Increased

AwardedTop 5 ‘things to do In Cape Town byMy Child magazine -2010

ROIKids & Adult Ticket Sales increased