DESTINATION

OHMFIT
Bringing you to OHMFIT.
Bringing OHMFIT to you.
 WHATSINSIDE

Letter of Transmittal 2
Executive Summary 3
Situation Analysis and Target Public 4
Research Questions and Methods 5
Research Results 6
Key Insights 8
Secondary Research 9
Key Message Platform 11
SWOT Analysis 12
Objectives, Strategies, Tactics and Evaluation 14
Timeline 18
Budget 19
Appendices
A. Consumer Behaviors Focus Group 21
B. Yoga Studio Survey 22
C. Wine Down Press Release 23
D. Wine Down Poster 24
E. Inspirational Phone Backgrounds 25
F. Communication Internship Application 26
G. Sample Social Media Posts 27
H. Sample Social Media Calendar 29
I. Campaign Contacts 30

1
December 8, 2016
Heather Young
102 W. North St.
Normal, IL 61761

Dear Ms. Young,

The Tenacity PR team would like to thank you for considering our firm to represent your
business. Throughout this book, you will find the layout for the OhmFit Activewear
public relations campaign. During our initial meeting, you emphasized the need to
increase awareness as well as improve the position of OhmFit Activewear in order to
inspire women to live a healthy life, so this plan was based off of that request.

The intention of this campaign is to utilize event, social media and partnership
strategies to reach the target demographic as well as help reach the goals of the
campaign. If implemented, this plan will help you achieve four objectives:

Objective 1: Increase OhmFit Activewears awareness among women in Bloomington-

Normal, aged 40-65 with an active lifestyle by 35 percent by June 2016.
Objective 2: Increase knowledge of and attitudes toward athleisure as a dual option
for both workout and leisure among 15 percent of women in Bloomington-Normal,
aged 40-65 with an active lifestyle by June 2016.
Objective 3: Increase store foot traffic into OhmFit Activewear by women in
Bloomington-Normal, aged 40-65 with an active lifestyle by 30 percent by June 2016.
Objective 4: To make OhmFit Activewear a destination for women in Bloomington-
Normal, aged 40-65 with an active lifestyle by 40 percent by June 2016.

In the pages to follow, you will find further information about how each of these
objectives should be carried out, including details about the tactics involved. This
campaign stays within your available budget, coming in at an estimated $1,260.

Based on extensive research, this plan will help you achieve your business goals. We
look forward to working with you and turning OhmFit Activewear into Destination
OhmFit: Bringing you to OhmFit. Bringing OhmFit to you.

Sincerely,
Tenacity PR

Ashlyn Gramm Kaitlin Hoffman Jae Hwang

Dillon Maher Nikki Monroe Lynn Rossi

2
 EXECUTIVESUMMARY
Tenacity PR has developed an original public relations campaign that is designed to answer OhmFit
Activewears needs. The aim of this campaign is to ultimately focus on OhmFit Activewears desire to increase
awareness among women in the Bloomington-Normal community. Since its opening in 2013, OhmFit
has provided its customers with unique, high quality fitness and leisure wear; however, through research
conducted, it seems that less than half of the companys target audience is aware of its location in Uptown
Normal.

After extensive research, Tenacity PR found that the buying habits and disposable income of women aged
40-65 in the Bloomington-Normal area makes them the perfect target for our campaign. Further, within this
demographic, we found it most beneficial to focus on women who live an active lifestyle.

In order to better understand OhmFit Activewears target audience, our research included conducting
surveys among a variety of women within the target age range who practice yoga while also conducting a
focus group. We quickly came to understand that while lack of awareness is our main challenge, our target
audiences attitudes towards athleisure presented another drawback. We discovered that a sizable percentage
of our target audience had a difficult time viewing athletic wear as an option for both fitness and leisure.
We also found that a percentage of women within this age range believe that they are either too old for
athleisure clothing or it is simply not for them. This is why Tenacity PR finds importance in changing the
perception of athleisure in order to drive our awareness initiative.

From this and other research, Tenacity PR developed four main objectives for the target audience of women
aged 40-65 in Bloomington-Normal: to produce brand awareness, to increase knowledge of and attutides
toward athleisure as a dual option for both workout and leisure, to increase store foot traffic and to make
OhmFit Activewear a destination rather than a stop along the way.

This campaign consists of partnerships between OhmFit Activewear and other local organizations and
businesses; sponsorships and exclusive events to support local causes; and an enhanced online presence
powered by our strategic social media plan. An internship program will also be developed in order to better
execute the numerous components of this campaign.

A substantial part of the campaign budget will be allocated towards sponsorships and hosting events
to benefit local organizations who are working to better the lives of individuals, particularly women, in
the Bloomington-Normal community. We chose to dedicate such a significant portion of the budget -
approximately $1,100 - to these types of events because we believe so strongly in OhmFit as a company that
empowers and inspires women to be their best selves.

While developing this campaign, we found ourselves inspired by OhmFit Activewears dedication to providing
fashionable, quality athleisure in order to ensure that its customers stand out while staying fit. At Tenacity PR,
we believe that OhmFit Activewear is meant to stand out both as a company and as a community member,
and were ready to hit the ground running in order to make that happen.

3
 SITUATION&TARGET
OhmFit Activewear was established in October 2013 by Heather Young as a mobile boutique
specializing in quality womens fitness and leisure wear. Heathers mission is to inspire women
to live healthier lives by providing them with access to fitness clothing brands that are flattering
and functional. With the storefront located in Uptown Normal, OhmFit Activewear continues
to partner with various fitness facilities to host pop-up boutique events. Bloomington-Normal
fitness partnerships include: My Lean Body Boot Camp, Main Street Yoga Bloomington, Body of
Bloomington, Golds Gym, Four Seasons, Crossfit Bloomington-Normal, Evolve Fitness, Jazzercise,
Move. Pilates and Yoga, The Workout Company and The Dailey Method.

Currently, OhmFit Activewear sees an average store foot traffic of 10-15 people per day and
faces the challenges of Uptown Normals perceived stigma of being inaccessible to 40 percent
of Bloomington-Normal residents.1 Despite this stigma, OhmFit values its position in the Uptown
Normal community, which strives to support local small businesses. Efforts towards a stronger
social media presence include a Facebook and Instagram account, as well as a recently renovated
webpage.

This campaign targets women in the Bloomington-Normal area, aged 40-65. After careful
consideration and research, Tenacity PR decided not to pursue other audiences because of the
current need for awareness within this age-range and their willingness to spend more for higher
quality products. Instead, Tenacity PR focused on the following psychographics and demographics
of the target audience:
Women, aged 40-65, in Bloomington-Normal
Middle to upper-middle class
Women with an active lifestyle

OhmFit Activewear would like to increase awareness and store foot traffic among the target
audience. Heather recognizes the impact a strong social media presence has on these desired
goals and understands that hiring an intern is the best way to continuously produce quality content.
In a consumer market where impersonal online shopping has become more prominent, OhmFit
continues to provides the personalized shopping experience that can only be found in-store.
Heathers knowledge and pursuit after top customer service has led her to only carry brands that
support her values as a store owner and as a woman pursuing a fit and healthy lifestyle.

References:
1. Quincy PR. (2012). Uptown Normal Parking Perceptions Data.

4
 RESEARCHMETHODS

RESEARCHQUESTIONS
To create this campaign, we first developed multiple key research questions that needed to be
answered:
What is the current awareness level of OhmFit Activewear in the Bloomington/Normal
community among 40-65-year-old women?
What is stopping customers from visiting/shopping at OhmFit Activewear?
What prevents community members from spending time in Uptown Normal?
What would convince community members to spend more time in Uptown Normal?
Where do 40-65-year-old Bloomington/Normal women go to workout?
Where do 40-65-year-old Bloomington/Normal women most frequently buy athleisure clothing
from?
What do women aged 40-65-years-old do together in Bloomington/Normal?
What do women in Bloomington/Normal aged 40-65 do while wearing athleisure clothing?
What is the demographic makeup of the Bloomington/Normal community?

RESEARCHGATHERING
To answer these questions, we performed the following research:

Primary research:
A focus group comprised of seven women within our target demographic
Focus group questions can be found in Appendix A
A survey administered to women in our target demographic who are participants of yoga classes
that take place in the Bone Student Center, Normal Public Library, and the Dailey Method
A sample survey can be found in Appendix B

Secondary research:
Previously collected data about Uptown Normal
Census data helpful to our segmentation process
Retrieving member data from local gyms, exercise facilities, etc.

5
RESEARCHRESULTS

6
 RESEARCHRESULTS

7
KEYINSIGHTS

8
 SECONDARYRESEARCH
The following are key insights from secondary research on our target demographic of women
in Bloomington-Normal aged 40-65 in the middle-to-upper-middle class.

The athleisure market is growing quicker than the clothing market as a whole
Many people wear athleisure not just to the gym, but also around town
Brand is an important factor to 60 percent of consumers purchasing apparel
Affluent households account for 4.5 percent of the population of Normal
There are more women aged 40-65 in Bloomington-Normal than there are teenaged women
Forty percent of residents of Bloomington-Normal perceive Uptown as hard to access

Graph 1

Secondary research reaffirms our findings; when purchasing activewear, over half of women are
looking for comfort, fit, washability, quality, and durability.

Graph 2

9
 Graph 3

Graph 2 shows that nearly 30 percent of Normal households make $100,000 or more a year. Graph
3 relates that to the athleisure market; 17 percent of households making more than $100,000 a
year spend $250 or more a year on athleisure, while 23 percent of households making more than
$200,000 a year spend the same amount.

References:
Areavibes. (2015). Normal, IL Demographics. Retrieved from http://www.areavibes.com/normal-il/demographics/
Bizologie. (2015, November 30). Yoga Pants or Jeans--Whats your go-to for Casual Friday? Retrieved from http://www.bizologie.com/blog/yoga-pants-
or-jeans-whats-your-go-to-for-casual-friday
Low, E. (2014, March 9). How The Gap Is Capitalizing On Athleisure At NYFW. Retrieved from http://www.investors.com/news/gap-athleta-makes-fash-
ion-week-debut/
Quincy PR. (2012). Uptown Normal Parking Perceptions Data.
Statista, A. (2016). Affluent households: Expenditure on womens activewear in 2016 | U.S. Survey. Retrieved from https://www.statista.com/statis-
tics/240949/expenditure-of-affluent-us-households-on-womens-activewear/
Statista, B. (2016). Influence brand name sports apparel purchases U.S. 2014 | Survey. Retrieved from https://www.statista.com/statistics/308178/
brand-name-influence-apparel-purchases-survey-united-states/
Suburbanstats. (2016). Current Normal, Illinois Population, Demographics and stats in 2016, 2015. Retrieved from https://suburbanstats.org/popula-
tion/illinois/how-many-people-live-in-normal

10
 KEY MESSAGEPLATFORM
The key message platform (KMP) embodies the core messages for OhmFit Activewear. These
messages establish consistency for both OhmFit Activewear and its customers that ultimately circle
back to the values and beliefs that lay the foundation for the business.

OhmFit Activewear has played an integral part in the Bloomington/Normal community by inspiring
women of all ages to live a healthier lifestyle by showing them that do not have to compromise
looking fab for comfort. Listed below are the KMPs that we want current and future customers to
remember long after leaving the store.

KEY MESSAGEPLATFORM
OhmFits products are guaranteed to make you feel your best kind of beautiful and comfortable in
your own skin.

TAGLINE&SLOGAN
Destination OhmFit.
Bringing you to OhmFit.
Bringing OhmFit to you.

STATEMENT OFPURPOSE
OhmFit wants to help make a womans journey toward a healthier lifestyle about THEM by providing
women in the Bloomington-Normal community with inspirational fitness apparel to help motivate
them along their path to a better life.

VISIONSTATEMENT
To be more than just a store in Uptown, but a destination that empowers women to want to feel
good and be active.

MISSIONSTATEMENT
To inspire, empower and motivate womens passion for physical fitness, lifelong health and vitality
through fashionable and properly fitted workout wear. Its more than just a business; its a lifestyle.

POSITIONINGSTATEMENT
Ohmfit Activewear sells fitness and lifestyle clothing for women of all ages and fitness interests.
Unlike Dicks Sporting Goods or Von Maur, OhmFit and owner Heather Young make the
Bloomington-Normal community a better place by providing its customers with personalized service
and offering a unique perspective about its brands and products.

11
 SWOTANALYSIS
Aspects
Strengths Heathers knowledge and background
about athleisure clothing and her upbeat fence about purchasing athleisure
and fun attitude.
Trunk shows at partnering locations.
Unique brands are difficult to find
anywhere else in the area (Lucy, Soybu,
Lorna Jane, Nuu Muu, Karma, Running
Skirts).
One-of-a-kind service: provides private
in-home or office appointments and
delivery.
Weaknesses Lack of awareness (see research on page
6).
The prices for the brands provided are
out of some peoples budgets.
Presence on social media (Instagram and
Facebook).
Implications
Helps those who may be on the
clothing. Her positive attitude will keep
customers coming back.
Allows her to reach people who may
not visit Uptown as often (Bloomington
residents or other central Illinoisans).
Sets OhmFit apart from other retailers in
town. Keeps locals from having to travel
to Chicago for these brands.
Allows OhmFit to build relationships
within the community and add a per-
sonal touch to its services.
Missed opportunities for business/
revenue (ex. There is a lady in town who
travels to Chicago for Lucy because she
did not know about OhmFit).
Drives business away from OhmFit and
toward its competitors.
Linked to awareness, publics do not
know she exists. Lack of posts could
lead people to believe she does not put
forth the effort toward her business.
12
 SWOTANALYSIS
Aspects
Opportunities Bloomington-Normal has vibrant local
fitness studios.
Uptown Normal plans many special
events.
Demand for athleisure-wear is high and
a huge trend right now (see research on
page 9).
Accommodating to those who need
extended or special sizes.
Threats Perception of limited parking options in
Uptown
Competition (Dicks, Von Maur, LuLu
Lemon, online shopping, Macys).
13
Implications
Share and gather ideas with other local
business and help each other out (Main
Street Yoga, The Dailey Method, Move.)
Helps strengthen OhmFits relationship
with Uptown and helps the brand
become a bigger part of the culture of
Uptown and the community.
This trend can help drive business to
OhmFit because it presents trendy
athleisure attire than can be worn to
fitness class then to the grocery store
and then out to lunch with friends.
This would drive more customers to
want to shop at OhmFit if they carried a
wider range of sizes.
If people feel like they cannot
easily access OhmFit, they will shop
elsewhere.
OhmFit has to compete for business
in an already competitive market
where stores are selling their athleisure
clothing for cheaper. The online market
is also booming, driving sales away
from her store.
 OBJECTIVES, STRATEGIES,
TACTICS & EVALUATION
CAMPAIGNOBJECTIVES
Increase awareness
among women in
Bloomington-Normal,
aged 40-65 with an
active lifestyle by 35
percent by June 2016.
Increase knowledge of and
attitudes toward athleisure
as a dual option for both
workout and leisure among
15 percent of women in
Bloomington-Normal,
aged 40-65 with an active
lifestyle by June 2016.

To make OhmFit a
Increase store foot traffic
destination for women
of women in Bloomington-
in Bloomington-Normal,
Normal, aged 40-65 with
aged 40-65 with an active
an active lifestyle by 30
lifestyle by 40 percent by
percent by June 2016.
June 2016.

Event Strategy
To work toward the awareness, foot traffic and destination objectives.
Tactic 1, Wine Down: Host monthly Wine Down Girls Night Out events combining
yoga, wine and shopping promoted by a Facebook Event; to be hosted at Uptown
Dance and taught by Pam from Main Street Yoga. A $5 event donation will go to
benefit the YWCA of McLean County. (An event press release and poster can be found
in Appendices C and D).
Evaluation: Attendance at Wine Down events, shares on social media, funds
raised for YWCA.

14
 OBJECTIVES, STRATEGIES,
TACTICS & EVALUATION
Tactic 2, Run For Hope: Silver Sponsor of Fleet Feet
Bloomingtons Run For Hope 5K, 10K and Fun Run
to benefit Home Sweet Home Ministries. Silver level
sponorship includes placing a coupon in the run bag
(sample coupon can be found in Appendix), OhmFit
Activewears name on the official t-shirt and website
and a booth on the day of the event.
Evaluation: Coupon redemption rate, sales at RUN FOR HOPE FINISHER. I AM STRONG. I AM BEAUTIFUL.
*Select items. Exclusions apply. Offer not valid on sale items.
RU

booth on day of event. EXP. APRIL

EXPIRES: 8, 2017
FEB. 28, 2017 3819 EXPIRES: F

Social Media Strategy

To work toward the awareness, athleisure attitudes and foot traffic objectives.
Tactic 1, #Featured Fab: Weekly #FeaturedFab social media photo feature in which
Heather styles individuals to promote specific pieces of athleisure for sale via her
Facebook page; Facebook followers will have the opportunity to direct message
the OhmFit Activewear page to purchase the featured outfit for delivery. Customers
can volunteer to be the #FeaturedFab, and will receive #FabSwag as determined
RUN FOR HOPE FINISHER. by
I AM STRONG. I AM BEAUTIFUL. RU
*Select items. Exclusions apply. Offer not valid on sale items.

Heather. EXPIRES: FEB. 28, 2017 3819 EXPIRES: F

Evaluation: Number of volunteers, social engagements (including direct

messages), pieces purchased on Facebook.

RUN FOR HOPE FINISHER. I AM STRONG. I AM BEAUTIFUL. RU

*Select items. Exclusions apply. Offer not valid on sale items.

EXPIRES: FEB. 28, 2017 3819 EXPIRES: F

15 RUN FOR HOPE FINISHER. I AM STRONG. I AM BEAUTIFUL.

*Select items. Exclusions apply. Offer not valid on sale items.
RU

EXPIRES: FEB. 28, 2017 3819 EXPIRES: F

 OBJECTIVES, STRATEGIES,
TACTICS & EVALUATION

Tactic 2, This is my _____ Outfit: Social media campaign to feature a woman in

OhmFit attire doing both fitness and leisure activities in order to show the dual
purpose of athleisure. For example, a photographer will take pictures of a woman
eating lunch with friends and running on the Constitution Trail in the same outfit.
These photos from a single photoshoot will be posted weekly beginning in May.
Photos can also be used to update website content.
Evaluation: Social media engagement, change in attitudes evaluated by a survey

Tactic 3, New Years Tranformation: A social media and community

partnership campaign to motivate women to stick with their New
Years resolutions; because many people give up within the first
month, this campaign will use motivational and downloadable phone
wallpapers coupled with inspirational stories to inspire women
throughout their journey. Also, coupons will be delivered to partnering
fitness studios such as Main Street Yoga, Move., The Dailey Method,
Jazzersize, Normal Public Library and Bone Student Center yoga
classes (See Appendix E for additional phone wallpapers).
Evaluation: Social media engagments, coupon redemptions

16
 OBJECTIVES, STRATEGIES,
TACTICS & EVALUATION
Communication Intern Strategy
To work toward the awareness objective.
Tactic 1, Communication Intern: Revitalize intern program with emphasis on social
media; interns will be responsible for currating and posting social media content
(including but not limited to #FeaturedFab, This is my ____ Outfit and New Years
Tranformation), as well as work community events such as the Run For Hope and Wine
Down nights. Contact Tom Lamonica, director of field experiences in the Illinois State
University School of Communication to be connected with top students (See sample
application in Appendix F, sample social media posts in Appendix G and a sample
social media calendar in Appendix H).
Evaluation: Effectiveness of intern in managing and growing social accounts

Community Partnership Strategy

To work toward the awareness objective.
Tactic 1, Partners for Promotion: Capitalize on OhmFit Activewears position as a
small business in the Uptown community by tapping into local resources to promote
events and programs. Contact information for community partners can be found in
Appendix I. This tactic suggestions:
Reciprocal sharing among Uptown businesses such as Uptown Gifts and
Accessories and The Garlic Press
Asking for social media shares from business associations such as the McLean
County Chamber of Commerce and Uptown Partners
Contacting social organizations such as the Women Over 50 Meetup
Adding events to community calendars such as those on WBNQ and WGLT are
methods to promote events
Maintaining strong relationships with fitness studios in Bloomington-Normal to
be included in class announcements (e.g. Move., Main Street Yoga, The Dailey
Method, etc.)
Evaluation: Facebook shares, inclusion on event calendars and announcments,
foot traffic

17
 TACTICSTIMELINE

OhmFit Activewear Tasks for Social Media Intern Tasks for staff member Total time for tactic

Tactic Task January February March April May June

Yoga and Wine Night
Schedule yoga instructor
Promote: Contact YWCA
Promote: Contact Uptown Partners
Promote: Reciprocal sharing within Uptown
Promote: Contact Women Over 50 Meetup
Promote: Post on Facebook and Instagram
Print flyers for upcoming event
#FeaturedFab
Contact partnering yoga/fitness studios
Print #FeaturedFab sign
Draw a name to be #FeaturedFab
Share post of #FeaturedFab each Friday
Monitor Facebook for sales requests
This is my ____ Outfit
Take pictures of target demo doing different
activities in their OhmFit Wear
Post pictures to social media, website
Promote: ask women to share posts
New Year's Transformation
Post inspirational phone backgrounds
Instagram and Facebook inspirational
stories/quotes
Deliver coupons to fitness partners
Promote: Contact Women Over 50 Meetup
Print coupons
Accept coupons at store
Inspiration board for coupon redeemers
OhmFit Social Media Intern
Push out spring intern application
Hire spring intern for course credit
Perform professional practice evaluation
Push out summer intern application
Hire summer intern for course credit
Run for Hope Sponsorship
Securing the sponsorship
Promoting sponsorship via social media
Printing coupons to include in race bag
Attending race with information table
Ongoing Tactics
Update website to feature seasonally
relevant clothing on homepage

18
 CAMPAIGNBUDGET

Organizational Budget (January - June 2016)

EXPENSES ACCOUNTABILITY HOURS TOTAL NOTES

Tactic 1 - Yoga and Wine Night

Update and print

promotional flyers to send 25 flyers per event | ($17.25 per 25 copies +
to Uptown partners and $1.51 tax) | 5 events during campaign | Estimate
Fitness facilities Heather ** $93.80 from Kinkos website
1 bottle (avg. $9.00 + $0.79 tax) serves ~5,
need approximately 6 bottles per event - 5
Purchase Wine from Target Heather ** $293.63 events total during campaign
Purchase disposable wine 1 bag of 50- 9 oz cups ($4.99 + $0.44 tax) -
glasses Heather ** $16.28 need 3 bags total
Pam from Main Street Yoga | Yoga instructors
Confirm event nights and get paid around $30 per hour on average | Five
cost with Yoga Instructor Heather ** $150.00 1-hour sessions
Women over 50 Meetup
membership to promote
events Heather ** $6.00 $6.00 for one year membership
Make posts on Facebook
and Instagram accounts to
promote upcoming Yoga
Nights and to thank 2/every
participants Intern week $0.00

Tactic 2 - #FeaturedFab

Style #FeaturedFab and Styling Session: 0.5 hour (21 #FeaturedFabs

take photos for promotion Heather 10.5 $0.00 during campaign)
Print #FeaturedFab sign for 12x18 sign ($27.99 + $2.45 tax) Estimate from
ladies to hold in photos Heather ** $30.44 Kinkos website
Make posts on Facebook 1/every 1 #FeaturedFab post each Friday (21 posts
to promote #FeaturedFab Intern week $0.00 total)
Monitor Facebook page 1/every
for order requests All Staff day $0.00

Tactic 3 - This is my __ Outfit

Confirm photographer and Stuart Volz $125 per session plus editing (only
cost Heather ** $125.00 one session needed)
Post photos on Facebook
and Instagram accounts,
19
and website Intern 6 $0.00 1 hour/week
Encourage women to
to promote #FeaturedFab Intern week $0.00 total)
Monitor Facebook page 1/every
for order requests All Staff day $0.00

Tactic 3 - This is my __ Outfit

Confirm photographer and Stuart Volz $125 per session plus editing (only
cost Heather ** $125.00 one session needed)
Post photos on Facebook
and Instagram accounts,
and website Intern 6 $0.00 1 hour/week
Encourage women to
share OhmFit outfit posts All Staff 6 $0.00 1 hour/week

Tactic 4 - New Years Transformation

8 coupons/page ($17.25 per 25 copies + $1.51

Print and distribute tax) | 200 coupons total | Deliver to: BroMenn
coupons to partnering Method, Jazzercise, Crossfit, Move, Main Street
fitness facilities Heather ** $18.76 Yoga, The Dailey Method, Gold's Gym
Will produce ROI not a loss, because our
suggested reduction of cost (10%) is less than
Coupon redemption All Staff ** $0.00 the markup.
Post inspirational phone
backgrounds to Facebook
account Intern 5 $0.00 1 hour/week

Tactic 5 - Social Media Intern

Conduct Spring Internship

Interviews Heather 3.5 $0.00 20 min/interview | 10 interviewees
Perform Professional
Practice Evaluation Heather 1 $0.00
Conduct Summer
Internship Interviews Heather 2 $0.00 20 min/interview | 6 interviewees

Tactic 6 - Race Sponsorship

Silver Sponsorship includes: Company name

Become Silver Sponsor of listing on t-shirt, logo on race web page,
the Run for Hope 2017 placement of promotional item in gift bag,
10K/5K for Home Sweet opportunity to set up an informational table on
Home Ministries Heather ** $500.00 event day
Race-bag promotional 8 coupons/page ($24.15 per 35 copies + $2.11
items Heather ** $26.26 tax) | 280 coupons total
Will produce ROI not a loss, because our
suggested reduction of cost (10%) is less than
Coupon redemption All Staff ** $0.00 the markup.
Make posts for Facebook
and Instagram accounts to Race Date: Sunday, March 26 @ 10:30 a.m. | 1
promote the run Intern 4 $0.00 hour/week for 4 weeks prior to event
Total Expenses 53 $1,260.17

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 APPENDIXA

CONSUMER BEHAVIORSFOCUS GROUP

What kinds of activities do you like to do with your friends in Bloomington-Normal?
On a girls day or girls night, what would be on the agenda?
How do you feel about buying clothes online? Does being able to try clothes on prior to buying
make a difference in your shopping experience?
Do your friends shopping habits influence your shopping habits? Do you ask your friends
where they bought something, and then go shopping there?
Where do you get information about events in Bloomington-Normal?
Where do you get information about new stores in Bloomongton-Normal?
Is fitness something you view more as an individual activity or something you prefer to do with
other women?
Would you consider doing it with other women?
What kind of fitness activities do you enjoy the most?
Where do you go to work out? Why?
When you go to work out, how important to you are the clothes you work out in?
Do you think athleisure is for you? Why or why not?
What do you look for when buying workout/athleisure clothing?
Do you have any athletic clothing brands that you prefer? What qualities do these brands have
that makes you value them?
Have you heard of OhmFit Activewear? What types of things have you heard?
Have you shopped at OhmFit Activewear before?
How did you hear about it, or what has prevented you from shopping there? Would you go
back?
What comes to mind when you think of Uptown Normal?
How accessible do you think Uptown is? What would make shopping in Uptown more appealing
to you?
Did we miss anything? If you were running this focus group, what would you ask?

21
 APPENDIXB
YOGA STUDIOSURVEY
1. Where do you work out?
2. Where do you buy your athleisure clothing from in Bloomington/Normal?
3. What brands of athleisure clothing do you usually buy?
4. Have you heard of OhmFit Activewear?
5. How much athleisure do you currently own?
i. None
ii. 1-2 pieces
iii. 3-5 pieces
iv. 6-9 pieces
v. 10+ pieces
6. Do you use athleisure clothing more for fitness or for leisure?
i. Fitness
ii. Leisure
iii. Both
7. Do you think your fitness attire motivates you to work out?
8. What do you look for when purchasing athleisure clothing?
9. How much are you willing to spend on athleisure clothing?
10. What do you do with your friends in Bloomington/Normal?

22
 APPENDIXC
WINE DOWNPRESS RELEASE
Contact: Heather Young FOR IMMEDIATE RELEASE
Phone: (309) 530-2320
OhmFitActivewear@gmail.com

OHMFIT ACTIVEWEAR TO HOST MONTHLY WINE AND YOGA NIGHTS

NORMAL, Ill.-- Fashion meets fun at OhmFit Activewears monthly girls night out events.
A night of yoga, wine and shopping will take place on Saturdays beginning on Saturday,
February 25 from 7 p.m. at Uptown Dance located at 114 West North Street, Suite A.
Other dates for the event include March 25, Aril 29, May 20 and June 24. Entrance to the
event is a $5 donation that will benefit the YWCA of McLean County.

Participants minds can feel at ease knowing that their money is going towards
empowering women, and their bodies can feel at ease as Pam from Main Street Yoga
takes them through a relaxing yoga session that is perfect for beginners to experts.

The festivities include wine, bonding time with friends as well as a chance to shop a
selection of the styles and brands that OhmFit carries; OhmFit will have a rack of apparel
that participants are free to browse through and purchase throughout the night.

In October 2013, Heather Young opened OhmFit Activewear, a mobile boutique

specializing in quality womens fitness and leisure wear. Her brands are fun and fresh and
include Lucy, Soybu, Lorna Jane, Nuu Muu, Karma and Running Skirts. Youngs boutique
is located at 102 W North Street in Uptown Normal, IL. OhmFit also travels to gyms and
spas, boutiques and fitness events.

An RSVP is not required to attend the event, and those who are interested are
encouraged to bring friends. For any further information please contact Heather Young at
OhmFitActivewear@gmail.com or at (309) 530-2320.
###

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 APPENDIXD

SATURDAY, FEB. 25 7 8 p.m.

at UPTOWN DANCE 114 N. UNIVERSITY ST. A, NORMAL
DRINK. SHOP. NAMASTE.

donation will
benefit YWCA
of McClean
County.

**BRING YOUR OWN YOGA MAT**

CONTACT HEATHER WITH ANY QUESTIONS: O HM F IT A CTIVEWEAR @ GMAIL . COM

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 APPENDIXE
INSPIRATIONALPHONE BACKGROUNDS

25
 APPENDIXF

Communication Internship Application

OhmFit Activewear is seeking an intern to manage social media projects and other
promotional activities. This internship is open to students studying marketing,
communication, public relations or a related field. This unpaid internship runs the
duration of the semester in order to give interns the opportunity to earn for college
credit.

Responsibilities:
Manage Facebook and Instagram accounts
Maintain and update website
Assisting with marketing events such as races, trunk shows, and events
Creating content for social media and managing social media calendar

Requirements:
Junior or senior status student studying communication, marketing or a related
field
Self-motivated; ability to work remotely with check-ins with superviser
Graphic design experience preferred but not required
Committed to working toward OhmFit Activewears goal to promote health and
inspire women

Please send a resume and a cover letter to Heather Young at

ohmfitactivewear@gmail.com or drop it off at
OhmFit Activewear
102 W North St
Normal, IL

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 APPENDIXG
SAMPLE SOCIALMEDIA POSTS

Above: An Instagram and

Facebook post promoting the
New Years Tranformation Strategy
Right: A Facebook post
promoting Wine Down

27
Above Left: An Instagram post for the This is my ____ Outfit Tactic
Above Right: A sample #FeaturedFab to be posted on Facebook
Below: A Facebook post promoting OhmFits Silver Sponorship of the Run For Hope

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 APPENDIXH
SAMPLE SOCIALMEDIA CALENDAR
KEY:
Yoga/Wine Nights

Jan-17 #FeaturedFab
"This is my ____ outfit"
NY Transformation
Run for Hope
SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY
1 2 3 4 5 6 7

NY Transformation NY Transformation

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

8 9 10 11 12 13 14

NY Transformation NY Transformation

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

15 16 17 18 19 20 21

NY Transformation NY Transformation

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

22 23 24 25 26 27 28

NY Transformation NY Transformation Yoga/Wine Nights

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

29 30 31

NY Transformation Yoga/Wine Nights

FEBRUARY
DAY DATE TIME Campaign MESSAGE
THURSDAY 2/2/2017 11 a.m. #FeaturedFab WE ARE SO EXCITED!! OhmFit Activewear has a
FABulous surprise launching TOMORROW at 11 a.m.
Stay tuned to our Facebook page. You wont want to
miss this! #ohmfitactivewear
FRIDAY 2/3/2017 11 a.m. #FeaturedFab Meet the FABulous (Rachel)! (Rachel) likes to attend
group barre classes at @TheDaileyMethodBloomington
and feels her best kind of beautiful in a colorful outfit
running on Constitution Trail. Want to look as fab as
Rachel? This Lucy top is just $46, and these Karma
leggins are $80. Facebook message or call us at (309)
530-2320 to purchase! #FeaturedFab #ohmfitactivewear

WEDNESDAY 2/8/2017 11 a.m. Yoga/Wine night * FULL CALENDARS

We are looking forward toINCLUDED ON Feb.
seeing you Saturday, DRIVE
25
from 7-8 p.m. for OhmFit Activewears wine and yoga
night at Uptown Dance! There is no need for a
reservation, just show up with your girlfriends and your
yoga mat, and well provide the rest! A $5 donation will
benefit the YWCA of McLean County. We will also have
a rack of clothes set up from the store! If you have any
29 questions please contact Heather at:
OhmFitActivewear@gmail.com #WineDown
#ohmfitactivewear
FRIDAY 2/10/2017 11 a.m. #FeaturedFab Its Friday, so guess what that means?! Its time to reveal
 APPENDIXI
CAMPAIGNCONTACTS
Jan Davenport Women Over 50 Meetup
jdport911@aol.com

Ryan Denham WGLT News

rmdenha@ilstu.edu

Christy Germanis YWCA of McLean County

(309) 662-0461 ext. 253

Pam Harris Yoga Instructor

pamelaharris720@yahoo.com (217) 722-2764

Tom Lamonica ISU School of Communication

talamon@ilstu.edu (309) 438-8578

Jennifer Hayden Pitz Uptown Dance

uptowndancenormalillinois@gmail.com (309)585-2174

Julie Sibley Run for Hope

julie@fleetfeetbloomington.com (309) 808-3220

Joe Tulley Uptown Manger

jtulley@normal.org (309) 454-9557

Stuart Volz Photographer

stuartvolz@gmail.com (708) 300-4674

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MEETTENACITY PR

ASHLYNGRAMM KAITLINHOFFMAN
agramm@ilstu.edu khoffma@ilstu.edu

JAEHWANG DILLONMAHER
jhwan10@ilstu.edu djmaher@ilstu.edu

NIKKIMONROE LYNNROSSI
nsmonro@ilstu.edu lmrossi@ilstu.edu