2405 Hawthorne Avenue,

Waterloo, IA 50572

Principles of Public Relations

Bound Campaign Booklet
University of Northern Iowa
Spring 2018
For any questions or concerns regarding this campaign,
please contact:

Account Coordinators:
Bailey Caskey Abby Morse
caskeyb@uni.edu morsea@uni.edu
(515) 943-3833 (641)420-2778

Principles of Public Relations, University of Northern Iowa, Spring 2018

This campaign was crafted by the following people:

Bailey Caskey Campaign Account Coordinator

Abby Morse Campaign Account Coordinator

Dayten Wittenburg Head of Promotions Group

Ben Harter Promotions Group
Jordan Mulford Promotions Group

Michaela Schnetter Head of Media Kit

Rachel Demmer Media Kit
Andrew Sterner Media Kit
Sean Ham Media Kit

Jayde Guinan Fundraising

Allison Hunt Fundraising
Table of Contents
Research
Background Information
Situational Analysis
Targeted Publics
Competitor Analysis
Budget
Problem Statement
Planning and Programming
Goals and Objectives
Timeline
Budget
Schedule of Events
Evaluation
Media Kit
Basic Fact Sheet
Historical Fact Sheet
Isolated Fact Sheet
General News Story
Long News Story
First Feature Story
Second Feature Story
Organizational Representative Biographies
Visual Aid Materials
Promotional Poster
Brochure
T-shirt Order Form
Sample Facebook Advertisement
Letterhead
Media Slicks
Campaign Staff Contact Sheet
 Research

• Background • Problem Statement

•Budget • Targeted Publics
• Situation Analysis • Competitors
Background Information

With informal research gathered through conversation, we learned the Waterloo

Trampoline and Tumbling Center, also known as WTTC, opened under its current name

in 1990. It is owned and operated by Lee Whitmore alongside his wife, Linda. When the

club first began, it was one of the only places in the Cedar Valley area to offer both

trampoline and tumbling. In the past, the club has not used advertising to promote the

sport because recruiting took place by word of mouth.

There were a few concerns addressed by Lee during his initial presentation. He

expressed concerns such as keeping the business in his family, the limited space

available for parents and athletes, athlete retention around the start of high school and

the use of his Facebook page and website. The concern he continuously expressed was

his desire to keep the business in the Whitmore family. Lee and his wife, Linda are

proud to run a family-oriented business and would prefer it to stay that way. Lee

expressed the reason he established a club in the beginning was for his son.

In his initial presentation, Lee pointed out that parking was limited at his current

location and he is concerned about the lot’s inability to accommodate his customer’s

vehicles. He also acknowledged that the facility itself lacks the amount of space

necessary to host both athletes and their parents comfortably. In acknowledgment of

these issues, Lee expressed that he is open to finding an affordable building with enough

parking space and room to meet the needs of the WTTC. If the WTTC business is going

to stay where they are currently located, Whitmore expressed interest in purchasing the

park land next to them for an expansion.

 Upon further informal research via websites including Facebook and the club’s

current website, the promotional group was able to gather more information about the

services the WTTC provides and the current atmosphere of a daily class schedule. The

WTTC allows outside organizations to come in and host events such as birthday parties

in their facilities. In addition, they provide the opportunities for both recreational and

competitive tumbling.

Athlete retention has remained a concern for Lee and Linda. Most athletes that

attend the WTTC are in second through sixth grade. Lee acknowledges that he loses

many of his athletes to other sports such as volleyball once they enter middle school and

as they move towards high school sponsored sports. He believes this is his biggest issue

regarding athlete retention and mentioned the importance of addressing this issue.

Lee also briefly mentioned the obstacle he faces every few years as he loses

coaches. Because the majority of coaches are college students, he cycles through them

often as they graduate. Although not a significant concern according to Lee, he would

value more permanent coaches, but he struggles finding qualified candidates to fill this

sort of position.
Situational Analysis

Internal Context:

A large part of the owner’s mission for the Waterloo Trampoline and Tumbling

Center is to provide an “enjoyable and meaningful experience for youth, strengthening

physical, social, and emotional attributes through the development of skills in tumbling

and trampoline” according to their website. The coaches for this club know the sport of

gymnastics and are willing to come to lessons with a positive attitude in order to help

athletes reach their fullest potential. Lee and Linda are strict in hiring coaches that fit

that description.

When looking at his athletes, Lee holds his athletes to a standard that requires

them to maintain an optimistic outlook while in the club and never use the words “I

can’t.” The coaches don’t want the athletes to be consumed by the fear of learning new

tricks and would rather have them trust their coaching abilities to direct them.

Many athletes of the WTTC are either second generation or siblings of other

athletes that attend lessons which keeps a steady attendance at the club. On average,

there are 180 students that are being coached each month. Of that number,

approximately 155 are females and 25 are males. The cost to enroll a student at the

WTTC is $40.00 per athlete per year.

 In terms of communication, the WTTC communicates with parents via typed

letters put together by Linda. They also have a website and a Facebook page. The

website is outdated and needs to be regularly updated if the WTTC wishes for it to be an

effective form of communication. With parents’ permission, the WTTC hopes to post

pictures on their bulletin board of athletes celebrating their accomplishments and to

maintain a positive environment.

During our research, we discovered that the WTTC has not consistently updated

their website and does not maximize their Facebook page for marketing purposes. With

that being said, the WTTC is interested in taking advantage of the opportunity to

revamp both in order to keep parents better informed and also reach a larger number of

interested athletes.

External Context:

After utilizing the Facebook page of WTTC, it is easy to see how individuals who

have previously used the services provided by WTTC feel about their experiences. WTTC

boasts 23 five-star ratings, 1 four-star rating, 2 three-star ratings, and 1 one-star rating

with an overall rating of 4.7. One of the reviews provided by Patricia Close stated,

“Waterloo Trampoline and Tumbling is a family environment. My girls were super shy

when we started and now they are bursting (well when it comes to gymnastics). My

oldest son has Down Syndrome and was really wanting to do what his sisters did, so Lee

and Linda with no hesitation accepted him in, and wouldn't you know he listened very

well to their instructions and does a very good job. They are all team players (including

the parents) so everybody encourages and gives positive feedback to make it a success

for the kids.”

 Many similar reviews have positively raved about the family-friendly

environment the WTTC has provided them. No rating below three-stars have any

commentary to indicate why they felt their experiences were unsatisfactory.

In terms of connecting with the community, the WTTC gets involved in the Cedar

Valley area by participating in the Waterloo Days Parade. This event helps showcase the

Waterloo Trampoline and Tumbling Center’s name and allows tumblers to exhibit their

abilities to the public. This has also been another effective recruitment tool for the

WTTC.

The limited use of Facebook and the website poses an issue of reaching more

potential clients for the WTTC. Other similar businesses better utilize social media

platforms potentially pulling away potential clients of the WTTC. The social media

platforms and website must be better used as a marketing tool to communicate the

differentiate aspects of the Waterloo Trampoline and Tumbling Center.

Targeted Publics

The primary targeted public of this campaign is elementary, middle school, and

high school aged students who have the potential to be involved in the WTTC’s program.

The WTTC offers an activity that is able to be enjoyed by all ages of students ranging

from elementary to high school. Currently, the WTTC’s main clients are primarily

females in 2nd through 6th grade who live in the Waterloo and Cedar Falls area. The

psychographics of the WTTC’s clients include primarily multi-sport athletes and

individuals who value family. Lee makes sure to keep the families of the athletes

involved by having a place for parents to relax, watch their children, socialize with other

parents, and cheer on their athlete when they are able to complete a skill that they

previously were unable to do. Focusing campaign efforts on elementary through high

school students will drive athletes to become interested in the sport and will encourage

them to ask their parents to join the WTTC.

The WTTC is very family oriented which is why the secondary targeted public of

this campaign, the parents, bring their children to the WTTC. When speaking with the

parents who have children enrolled in the WTTC’s classes, it was found that they bring

their children to the WTTC for exercise and because they feel a sense of belonging. They

enjoy the family friendly environment that is continuously exhibited at the WTTC. With

the WTTC’s client base being primarily 2nd through 6th grade aged individuals, the

parents are the ones financially responsible for the registration fees for the WTTC and

are also the ones that are responsible for the transportation to and from practices. This

responsibility that is placed on the parents is why they are the secondary targeted

publics. With the parents on board about joining the WTTC, they can interest their
children in the sport or just be supportive of the interest their children have expressed

in tumbling.

The WTTC is looking to expand attendance not only for 2nd to 6th grade aged

athletes, but also for middle school and high school aged athletes. Often athlete

retention is a struggle for the WTTC because of middle school and high school sports, so

the WTTC is looking to stabilize their athlete retention in order to maintain, or even

increase their attendance levels from season to season. Having older athletes will also

allow for individuals to be leaders and role models for younger tumblers just joining the

sport. Focusing on campaign efforts that will reach out to elementary through high

school aged students and their parents will assist the WTTC in expanding their business

in several aspects.
Competitors

Some of the main competing businesses include: Black Hawk Gymnastics and

Cheer, Cedar Valley Gymnastics Academy, Ruby Gymnastics Academy, TNT Cheer,

National Dance Academy, and Heinz Academy Performing Arts. Each of these

businesses are in the Cedar Valley area and provide similar services to WTTC.

WTTC operates under the United States Tumbling and Trampoline Association

guidelines and teaches events such as: trampoline, tumbling, and double-mini. Within

the Cedar Valley area there is not a business exactly like WTTC, but there are similar

organizations who provide similar services and are therefore considered to be

competitors.

Ruby Gymnastics

Ruby gymnastics is the closest competitor to the Waterloo Trampoline and

Tumbling Center. They are a competitive team like the WTTC but focus more on

gymnastics than trampoline. Notably, their well-updated website and social media

presence starkly competes with the WTTC. Their online platforms reach potential

customers through innovative and modern techniques.

Blackhawk Gymnastics

Blackhawk Gymnastics is a competitor of the WTTC. They offer a variety of

options for individuals including: gymnastics, cheerleading, and Ninja Zone, an activity

combining gymnastics, martial arts, obstacle course training, and breakdancing. This

40-year business has had tremendous success in the Cedar Valley area because of their
longtime presence. Their website is dated, but still provides pertinent information for

the public.

Cedar Valley Gymnastics Academy

The Cedar Valley Gymnastics Academy competes with the WTTC. Their

professionalism and elite presence provides considerable credibility for their business.

The promotions of the Cedar Valley Gymnastics Academy focus on their elite coaching

staff and low coach to gymnast ratio. They believe these factors are vital for gymnasts to

receive individual attention while learning difficult moves.

TNT Cheer

An indirect competitor of WTTC is TNT Cheer. This organization is based on

cheerleading but also offers dance and tumbling lessons. TNT Cheer offers an extensive

schedule of tumbling availability which is why it proposes a significant challenge against

the WTTC. It is also worth noting, the internet presence of TNT connects them to

potential publics the WTTC may be missing. Their website is user-friendly which also

connects users to their well-utilized social media platforms including their Facebook

page and Twitter profile.

National Dance Academy

The National Dance Academy offers their services at four different locations

around the state including the Cedar Valley area. They are most focused on dance but

offer similarly structured classes to the WTTC. Their website is not necessarily set to

modern standards, but nonetheless, the information is updated appropriately.

Middle School and High School Sports

Middle and high schools in the Cedar Valley area including: Waterloo East,

Waterloo West, Columbus, Cedar Falls, and Valley Lutheran offer activities such as

sports or performing arts are potential competitors to the Waterloo Trampoline and

Tumbling Center. The client suggested that high schools compete with his business

because his publics often choose high school sports over the services offered at the

WTTC. While gymnasts could be in tumbling their whole lives, once they reach high

school there are more opportunities to become involved in school sponsored events

which often force them to make a decision between sports and tumbling at the WTTC.

Heinz Academy Performing Arts

The Heinz Academy of Performing Arts is another potential competitor, although

most of their business revolves around dance. There are two locations that could

compete with the WTTC: Cedar Falls, Iowa and Independence, Iowa. Their website is

well updated and user-friendly to attract potential publics. While the services offered are

different from the WTTC, dance is an activity that can take away potential publics from

client.

Client’s Budget

Lee is willing to spend the necessary amount of money to expand or relocate his

facility, increase enrollment, and reach the targeted publics through different channels.

Problem Statement

The WTTC is looking to expand or relocate their facility, maintain enrollment

with limited space for athletes and parents, and keep their business running within their

family.
 Planning and
Programming

• Goals & Objectives • Timeline

•Budget • Schedule of Events • Evaluation
Goals and Objectives

• Goal 1: To increase number of gymnasts by expanding business through physical

promotions, written media, and through possible building expansion by

September 1, 2018.

o Objective 1: To update the Waterloo Trampoline and Tumbling Center’s

(WTTC) Facebook page by adding promotional aspects to it with new

pictures of athletes, equipment, banner, and about us by May 15, 2018.

§ Tactics:

• Hire intern to be in charge of social media and website

projects.

• Take pictures of athletes training with parental consent.

• Take pictures of equipment.

• Upload pictures with captions to Facebook page.

• Design and upload a new banner and profile picture

integrating the new logo design.

• Update the “About” tab on Facebook to more accurately

depict the WTTC and how it came to be.

o Objective 2: To redesign the WTTC’s main website URL for better user

friendliness, accuracy, and aesthetics by June 30, 2018.

§ Tactics:

• Utilize web page design platforms to create a fresh, modern

looking website for the WTTC that will include a ‘About Us’

page that includes a ‘Meet the Staff’ page, a blog page, a

‘Prices and Classes’ page, an ‘Apparel and Equipment’ page,

‘Birthday Parties’ page, ‘Contact Us’ page, ‘Classes and

Registration’ page, ‘Home’ page, and a Picture Gallery.

• Update ‘Parent’s Corner’ page with need to know

information.

• Design ‘Meet the Staff’ page with biographies including

pictures.

• Create a blog that will feature meet results and highlight

figures within the organization.

• Provide pictures, prices, and other relevant information

about apparel and equipment on the appropriately allocated

pages.

• Incorporate logo on banner throughout website.

o Objective 3: To arrange an ‘Open House Event’ at the WTTC to elicit

public interest by July 15, 2018.

§ Tactics:

• Select date for ‘Open House Event’ which will feature a

demonstration, an information session, and provide the

public with an opportunity to register for fall classes.

• Recruit currently enrolled athletes to participate in the

demonstration at the ‘Open House Event.’

• Coordinate a demonstration routine for participating

athletes.

• Design and print informational brochures to be handed out

to interested public.

• Write and send press release to paper promoting the ‘Open

House Event’.

• Promote ‘Open House Event’ on Facebook page that

encourages current members to invite their friends.

• Organize necessary staff and paperwork to set up a

registration table for potential new members at the ‘Open

House Event.’
o Objective 4: To consider larger building options that will provide a more

spacious facility for athletes and their families by July 31, 2018.

§ Tactics:

• Evaluate budget to determine if purchasing a new site is

feasible.

• Develop criteria that lays out any necessary features for a

new facility.

• Browse Waterloo area realtor sites.

• Arrange meetings with realtors to discuss options within the

criteria of a new facility.

• Work with realtors to compare potential facilities and prices.

• Determine selection of facility if applicable.

o Objective 5: To plan visits to at least three different Waterloo area schools

that will promote the WTTC during the last week of August 2018 (27th-

31st).

§ Tactics:

• Call nearby Waterloo elementary schools and middle schools

to speak with appropriate officials to determine their interest

in a WTTC promotional visit during the last week in August

2018.

• Based on approvals for visits, begin coordinating with

schools for date, time, and any other necessary details.

• Arrange for current WTTC athletes who attend the specific

schools of each event to demonstrate tumbling skills.

 • Develop and rehearse a routine that showcases athletes skills

learned at the WTTC.

• Design and print brochures to be handed out during

presentation.

• Confirm final event details with appropriate school officials

including schedule of events for the demonstration day.

• Bring any necessary equipment including mats for tumbling

demonstration.

• Goal 2: To increase initial registration and athlete retention by fifteen to twenty

percent at the WTTC by providing incentives for the 2018-2019 season.

o Objective 1: To create a discount incentive appealing to parents of current

and potential gymnasts for the upcoming WTTC season starting on

September 1, 2018.

§ Tactics:

• Calculate a feasible discount on lessons to entice parents and

potential athletes.

• Create promotional poster for “September Sign-Up” that

highlight discount offers to post on social media and around

the community.

• Promote the “September Sign-Up” during the WTTC

offseason by encouraging parents of potential gymnasts to

register with the WTTC specifically over other competing

activities.
 • Promote the discounted registration fee during the opening

month of the WTTC season through the social media pages

and the WTTC website.

• Send out email to the parents of existing members informing

them of the available discounts.

o Objective 2: To formulate a system of rewards and incentives for the

longer standing members of the WTTC by September 4, 2018.

§ Tactics:

• Research potential alternative vendors for equipment that

may be more cost efficient that would allow for discounts.

• Calculate a reasonable discount for any equipment that

appeals to club members, athletes, and other supporters.

• Offer potential discounts on equipment used by club

members such as hand grips and leotards.

o Objective 3: To create an appeal to older gymnasts by offering an exclusive

trip specifically for their age group that would motivate them to work

towards the next national competition by 2019 (date of competition is not

determined yet).

§ Tactics:

• Promote trip opportunity among eligible members and their

parents.

• Calculate the total costs of the trip per person for the 2019

Nationals competition.
• Develop fundraising initiatives that will keep costs down for

the trip.

• Coordinate meetings with parents to discuss projected costs

and explain fundraising goals and initiatives planned to

reach those goals.

• Evaluate if the trip inspired athletes to stay with the WTTC

over other alternative activities and work towards the

National competition the following year.

Timeline

Color Key:

Goal 1 Objective 1 Objective 2 Objective 3 Objective 4 Objective 5

Goal 2 Objective 1 Objective 2 Objective 3

Date Task Person Date

Assigned Completed

5/1/18 Hire intern to develop and update

Facebook and new website

5/7/18 Take pictures of athletes training with

parental consent

5/7/18 Take pictures of equipment

5/9/18 Upload pictures with captions to Facebook

page

5/11/18 Design and upload a new banner and

profile picture integrating the new logo
design

5/14/18 Update the “About” tab on Facebook to

more accurately depict the WTTC and how
it came to be

5/19/18 Utilize web page design platforms to

create a fresh, modern looking website for
the WTTC that will include a ‘About Us’
page that includes a ‘Meet the Staff’ page,
a blog page, an ‘Apparel and Equipment’
page, ‘Birthday Parties’ page, ‘Contact Us’
page, ‘Classes and Registration’ page,
‘Home’ page, and a Picture Gallery

5/25/18 Update ‘Parent’s Corner’ page with need to

know information
5/30/18 Design ‘Meet the Staff’ page with
biographies including pictures

6/8/18 Create a blog that will feature meet results

and highlight features within the
organization

6/19/18 Provide pictures, prices, and other

relevant information about apparel and
equipment on the appropriately allocated
pages

6/30/18 Incorporate logo on banner throughout

website

7/1/18 Select date for ‘Open House Event’ which

will feature a demonstration, an
information session, and provide the
public with an opportunity to register for
fall classes

7/2/18 Recruit currently enrolled athletes to

participate in the demonstration at the
‘Open House Event’

7/4/18 Coordinate a demonstration routine for

participating athletes

7/7/18 Design and print informational brochures

to be handed out to interested public

7/8/18 Coordinate a demonstration routine for

participating athletes

7/8/18 Write and send press release to paper

promoting the ‘Open House Event’

7/9/18 Promote ‘Open House Event’ on Facebook

page that encourages current members to
invite their friends

7/15/18 Organize necessary staff and paperwork to

set up a registration table for potential
new members at the ‘Open House Event’
7/16/18 Evaluate budget to determine if
purchasing a new site is feasible

7/17/18 Develop criteria that lays out features

necessary for a new facility

7/19/18 Browse Waterloo area realtor sites

7/22/18 Arrange meetings with realtors to

compare potential facilities and prices

7/31/18 Determine selection of facility if applicable

8/1/18 Call nearby Waterloo elementary schools

and middle schools to speak with
appropriate officials to determine their
interest in a WTTC promotional visit
during the last week in August 2018

8/3/18 Based on approvals for visits, begin

coordinating with schools for date, time,
and any other necessary details

8/5/18 Arrange for current WTTC athletes who

attend the specific schools of each event to
demonstrate tumbling skills

8/7/18 Develop and rehearse a routine that

showcases athletes skills learned at the
WTTC

8/9/18 Design and print brochures to be handed

out during presentation

8/15/18 Confirm final event details with

appropriate school officials including
schedule of events for the demonstration
day

8/27/18 Bring any necessary equipment including

mats for tumbling demonstration

8/27/18 Calculate a feasible discount on lessons to

entice parents and potential athletes

8/28/18 Create promotional poster for “September

Sign-Up” that highlight discount offers to
post on social media and around the
community
8/29/18 Promote the “September Sign-Up” during
the WTTC offseason by encouraging
parents of potential gymnasts to register
with the WTTC specifically over other
competing activities

8/29/18 Promote the discount registration fee

during the opening month of the WTTC
season through the social media pages and
the WTTC website

8/30/18 Send out email to the parents of existing

members informing them of the available
discounts

9/1/18 Research potential alternative vendors for

equipment that may be more cost efficient
that would allow for discounts

9/2/18 Calculate a reasonable discount for any

equipment that appeals to club members,
athletes, and other supporters

9/3/18 Offer potential discounts on equipment

used by club members such as hand grips
and leotards

10/1/18 Promote trip opportunity among eligible

members and their parents

10/8/18 Calculate the total costs of the trip per

person for the Nationals competition

10/15/18 Develop fundraising initiatives that will

keep costs down for the trip

10/22/18 Coordinate meetings with parents to

discuss projected costs and explain
fundraising goals and initiatives planned
to reach those goals

10/31/18 Evaluate if the trip inspired athletes to

stay with the WTTC over other alternative
activities and work towards the National
competition the following year
Budget
Item Cost Number Sub Amount Total
per of Units Total Donated
Unit Needed

Facebook $100.00 1 $100.00 $100.00

Advertising *Variable
depending on
how much you
want to
advertise

Intern Wage $10.00 10 $100.00 $100.00

*Variable
depending on
hours worked

Newspaper $100.00 1 $100.00 0 $100.00

advertisement (4”-
12” full color ad)

Paper for $8.44 1 $8.44 0 $8.44

informational
brochures (500
count package)

Print costs for $0.11 200 $22.00 0 $22.00

registration papers

Print costs for $0.60 100 $60.00 0 $60.00

brochures for the
WTTC open house

Print costs for $0.60 50 $30.00 0 $30.00

brochure for
schools

Print costs for $9.99 5 $49.95 $49.95

“September Sign-
Up” posters
(12”x18” poster)

Grand Total $470.39

Schedule of Events

Open House Day at WTTC

6:00 PM - Event Begins

6:03 PM - Welcome Speech

6:05 PM - Introduction of Athletes

6:10 PM - Introduction of Coaching Staff

6:15 PM - Lee and Linda Speak about what the WTTC is and how the WTTC came to be

6:30 PM - Trampoline Demonstrations

6:50 PM - Double-Mini Demonstrations

7:10 PM - Tumble Track Demonstrations

7:30 PM - Closing Remarks

7:35 PM - Have Coaches in Spot to Register Interested Tumblers for Upcoming Season

WTTC Promotional Visit

1:00 PM - Arrive at school and begin setting up mats

2:00 PM - Event Begins

2:05 PM - Welcome Speech

2:08 PM - Introduction of athletes and coaching staff

2:15 PM - Speak about the WTTC

2:25 PM - Athletes give demonstration of tumbling skills

2:35 PM - Closing Speech

2:40 PM - Hand out brochures and answer questions

2:55 PM - Event Concludes

Evaluation

1. By creating a new banner that integrates the new WTTC logo, did it lead to an
increase in the number of Facebook follows or likes? Did updating the Facebook
page into a more promotional platform lead to more parents registering their
kids?
2. Did the improvement of the WTTC’s main website increase number of viewers
each month?
3. How many individuals used the ‘Contact’ page on the website to inquire
information about classes?
4. How many athletes and parents attended the ‘Open House Event’?
5. How many athletes signed up for fall classes at the ‘Open House Event’?
6. How many brochures were handed out at the ‘Open House Event’?
7. If applicable, did expanding the building size increase the attendance at the
WTTC?
8. How many students came to the promotional visit?
9. How many students took a brochure?
10. Did visiting Waterloo area schools and talking about the WTTC to the students
lead to an increase in the number of parents calling to register their kids?
11. Has there been an increase in the number of registrants from September 2017 to
September 2018?
12. Has there been a positive correlation between the discount on registration and
the increase in registered participants?
13. Through self-reporting done by parents and athletes, how many heard about the
WTTC through social media?
14. How many parents report to have chosen the WTTC because of the September
Sign-Up posters promoted throughout the community or through social media?
15. How many athletes attended the nationals trip?
16. How many athletes said the trip inspired them to continue in the tumbling
program to reach their goals?
17. How well was the fundraising managed? Did it significantly help the costs of the
trip?
18. How many parents got involved with fundraising?
19. How many said they would attend the nationals trip again?
 Media Kit Materials

• Basic Fact Sheet • Historical Fact Sheet

• Isolated Fact Sheet • General News Story
• Long News Story • First Feature Story
• Second Feature Story
• Biographies • Visual Aid Materials
 Basic Fact Sheet:
Waterloo Trampoline and Tumbling Center

Contact information
Address: 2405 Hawthorne Avenue, Waterloo, IA 50702
Phone: Lee: 319-234-6550 Linda: 319-239-4361
Email: lee.whitmore@waterlootrampoline.com
Website: www.waterlootrampoline.com

Description:
The Waterloo Trampoline and Tumbling Center is a family-friendly
gymnastics gym where children of all ages and all skills can learn the art of
trampoline and tumbling. Owned and operated by Lee and Linda
Whitmore, the gym has seen success since its inception in 1990.

Business Hours:
Monday - Thursday 4:15-8:30 pm

Registration fees:
$40 per year (Sept. 1 - Aug. 31)

Discounts:
Family Discounts: $4.00 off per child
Extra Class Discounts: $10.00 off per extra class

Upcoming Events:
2018 Iowa AAU State Championships located in Knoxville, Iowa
happening on April 28th-29th at Knoxville High School
 Historical Fact Sheet:
Waterloo Trampoline and Tumbling Center
Lee began coaching gymnastics when the Waterloo West High School

needed a gymnast coach in the 1970s. He was originally their basketball

coach, but he switched to gymnastics because he was the only person in the

area with any experience. After he was finished coaching at the high school,

Lee coached at the Dixie School of Gymnastics and the YMCA prior to

opening the Waterloo Trampoline and Tumbling Center. He coached his

first nationals team in 1986 and has spent 32 years as a competitive coach.

The initial reason for opening WTTC was for one of his sons to learn

trampoline and tumbling, which in response inspired Lee to continue his

passion for gymnastics. WTTC opened in 1990 and their initial location was

located in Lee’s basement. In the beginning, he had less than 20 athletes

and within one year his numbers nearly tripled. Because of a growth in

athletes and the small location, Lee moved WTTC to its current location in

1992. An addition to the building was added on in the following years

because of the growth of the company. WTTC was one of the only tumbling

gyms in the Cedar Valley area when it first opened. Today, Lee averages

around 180 athletes per year and has six coaches.

 Isolated Fact Sheet:
Waterloo Trampoline and Tumbling Center

• The Waterloo Trampoline and Tumbling Center started in Lee’s

basement. Lee only coached had 27 students per week for the first

year in his basement!

• Lee became passionate about gymnastics when he was asked to coach

the gymnastics team for Waterloo West High School in the 1970s

where he was a physical education teacher.

• The WTTC was the first businesses of its kind in the Cedar Valley

area. Since then, many other similar businesses have opened, but

none are exactly like the WTTC.

• Lee’s sons participated in tumbling and trampoline while they were

growing up and continue to teach tumbling today. One of his sons,

Brad is a part of the coaching staff at the WTTC.

• Since its inception, Lee’s students have celebrated several National

championships, and he has event sent two students to Worlds. One

competed in Germany and the other in Denmark!

• One of the WTTC’s former students went on to compete and win the

Men’s Elite Trampoline Championship in 2000.

General News Story

Contact: Lee and Linda Whitmore

Waterloo Trampoline and Tumbling Center To: Meta Hemenway-Forbes
Waterloo, Iowa Lifestyle and Features Editor
(319) 234-6550 WCF Courier
lee.whitmore@waterlootrampoline.com

FOR IMMEDIATE RELEASE:

The Bouncing Brood of Excellence

(Waterloo, Iowa) The Waterloo Trampoline and Tumbling Center is a local youth

gymnastics club based out of Waterloo, Iowa. Founded in 1990 by Lee Whitmore and his

wife, Linda, the WTTC has become a staple in Waterloo on Hawthorne Avenue for the

past twenty-six years.

In its beginnings, the club was a measly few mats in the Whitmore’s basement.

Seeing interest and growth within the first few years, Lee convinced his wife to invest in

the building they are in now. Twenty-eight years later and the WTTC has seen nothing

but success. The gym walls are filled with awards and trophies earned by the club team

that has traveled and competed in national competitions, sending their most talented

students to compete with others from around the U.S.

The success of the program can be attributed to the coaching staff led by Lee.

However, Mr. Whitmore hasn’t always been so passionate about gymnastics. In fact, he

started out as a basketball coach at Waterloo West High School in the 1970s. By chance,

the school later turned to Lee to fill a gymnastics coaching position where he first fell in

love with the sport. He has been coaching ever since.

-MORE-
(The Bouncing Brood 2-2-2)

Before opening the Waterloo Trampoline and Tumbling Center, Lee developed

his coaching skills at the Dixie School of Gymnastics and the YMCA. Upon making the

decision to open his own club, he turned to his wife to do the behind the scenes work.

Ask Lee himself, he will direct any logistical questions to his wife. Linda keeps the club

running with her dedication to the finances and the paperwork. Lee’s talents are better

used encouraging his gymnasts to work hard and achieve their goals. His athletes are

attracted to his positivity and kind heartedness which are the same traits he looks for

when hiring staff.

Aside from the Whitmore’s, there are only four other employees of the WTTC

allowing for a more personal bond between coach and student. The four young women

coaching with Lee attend the University of Northern Iowa and once practiced and

competed for the WTTC, which emulates the gravitational-like pull of this program’s

family atmosphere. Anyone involved at the Waterloo Trampoline and Tumbling Center

from the owners and the staff to the parents and their children are a part of the family

that continues to see success.

The Whitmore’s are always looking to expand this family. For any inquiries about

joining this family-friendly club, contact Lee Whitmore by either phone at 319-234-6550

or by email lee.whitmore@waterlootrampoline.com.

###
Long News Story

Contact: Lee and Linda Whitmore

Waterloo Trampoline and Tumbling Center To: Meta Hemenway-Forbes
Waterloo, Iowa Lifestyle and Features Editor
(319) 234-6550 WCF Courier
lee.whitmore@waterlootrampoline.com

FOR IMMEDIATE RELEASE:

Waterloo Trampoline and Tumbling Center: Great for Kids, Better for Family

(Waterloo, Iowa) “Stop. Everyone turn your attention this way,” a coach yells as

his gymnasts cheer on a peer as they demonstrate their newly accomplished skill. Soon

after, practice resumes and the hollering coach, Lee Whitmore, returns to working with

his gymnasts. Whitmore, the owner and founder of the Waterloo Trampoline and

Tumbling Center, began teaching tumbling classes in his basement years ago, for the

sole-purpose of having a second income for his family. Seemingly overnight, his client

base grew. After much convincing of his wife, he decided to make the jump to move his

business into its own facility in Waterloo. A year after Lee started teaching gymnastics to

fourteen students in his basement, he was meeting with ninety-five gymnasts in his

newly purchased gym.

-MORE-
(Waterloo Trampoline 2-2-2)

Twenty-eight years later, Lee’s passion for coaching trampoline and tumbling has

not simmered even in the slightest. He embodies loving what you do, smiling to say why

he loves his job: “the number one thing is the sport of tumbling and trampoline. It is a

true full body coordination sport.” Lee believes the three most important things to teach

kids are: tumbling, rhythm, and to jump rope. He does all three of these things at his

business and since its establishment, the WTTC has seen significant success judging by

the countless trophies on shelves around the gym. The awards boast the talent of Lee’s

squads; highlighting excellence from national and international competitions.

Whitmore develops and enriches athletes, but more times than he’d like to admit,

his success in producing well-rounded athletes results in the eventual loss of their

membership. Over the years, he has lost a substantial number of athletes to other sports.

As young athletes develop coordination and athleticism, they are lured to trying new

sports that schools offer such as volleyball or swimming. Remarkably, Lee speaks

positively about this trend, excited to be a part of transforming young people into

exceptional athletes.

Even with the lack of retention athletes, he continues to have a consistent

customer base ranging from 140-200 athletes. He is already looking forward to

recruiting new members for the upcoming 2018 season.

-MORE-
(Waterloo Trampoline (3-3-3)

The environment of the gym plays an essential role in developing character for

the athletes of the WTTC. As athletes begin stretching, the before quiet gym transforms

into a lively, upbeat, and fun place. The gymnasts organize themselves into groups of

four-five and work closely with their coaches. The coaches are posted around the gym

and are excellent with the students. The strong connection between coaches and

students was easily visible.

Lee strives to create a family-friendly environment and has seating available in

the gym for parents to watch their kids during practice. Lee encourages parents to watch

their kids while participating at the Waterloo Trampoline and Tumbling Center, and

while they’re allowed to sit and watch, Lee asks them to keep to themselves and let the

coaches do the coaching. While interviewing Lee, he reminisced of Nationals a few years

back in Kentucky. All families participating stayed in the same hotel and were able to

enjoy each other’s company. Being able to stay connected and act as a ‘family’ is

something Lee values with WTTC. The team delivered an outstanding performance that

year and added to the already impressive trophy collection.

-MORE-
(Waterloo Trampoline 4-4-4)

Although the WTTC has seen success over the years, Lee strives to find a

consistent number of athletes registered year-round. Lee believes that 100-120 kids

year-round would be a sufficient number of participants. Registration for classes

beginning the first week of September is open now. Classes are year-round, and start

from September 1, 2018 and go through August 31, 2019. The registration fee is $40 for

the entire year. Promotional pieces are available at the Waterloo Trampoline and

Tumbling Center (2405 Hawthorne Ave, Waterloo, IA). For any further information,

contact Lee at 319-234-6550, or at lee.whitmore@waterlootrampoline.com.

###
First feature story

Contact: Lee and Linda Whitmore

Waterloo Trampoline and Tumbling Center To: Meta Hemenway-Forbes
Waterloo, Iowa Lifestyle and Features Editor
(319) 234-6550 WCF Courier
lee.whitmore@waterlootrampoline.com

FOR IMMEDIATE RELEASE:

A Hop and a Flip to Find Fascinated Kids

(Waterloo, Iowa) With over 32 years in experience, the Waterloo Trampoline &

Tumbling Center’s success in competitions as well as teaching boys and girls the art of

tumbling could make you want to do cartwheels. The WTTC, owned and operated by Lee

Whitmore, has proudly seen growth in their program since they began in 1990. Sending

multiple tumblers to the elite level, it’s safe to say their training and expertise are what’s

keeping them on the path to success.

The Waterloo Trampoline and Tumbling Center is excited to share their art with

a few different Waterloo elementary schools. At the end of August, WTTC athletes will

be meeting with elementary students to showcase their tumbling skills. This is a great

opportunity for young students to be introduced to different sporting opportunities they

can become involved in.

-MORE-
(A Hop and a Flip 2-2-2)

Not only will tumbling be demonstrated, Lee and the WTTC athletes will discuss

with students about the importance of being involved, the teamwork skills you will

obtain, as well as how much fun you will have by joining the WTTC! Handouts and

brochures will be provided to the children so that they can spread the word along to

their parents.

There are many different arts and sports a child can become involved in at a

young age. Tumbling is a sport that children can take to an elite level, or it can be one

that complements other sports because of the flexibility and coordination that is

developed through it. The WTTC loves to help young athletes find and foster their

passion and are excited to connect with students in August.

###
Second feature story

Contact: Lee and Linda Whitmore

Waterloo Trampoline and Tumbling Center To: Meta Hemenway-Forbes
Waterloo, Iowa Lifestyle and Features Editor
(319) 234-6550 WCF Courier
lee.whitmore@waterlootrampoline.com

FOR IMMEDIATE RELEASE:

Flip Your Way to this Family Gym’s Open House

Standing near a tumbling track, you hear Lee Whitmore stop practice to celebrate

a new skill mastered by one of his athletes. After the cheers and clapping settle down,

you can find other gymnasts perfecting cartwheels, back handsprings, and flipping on

the trampoline. The Waterloo Trampoline and Tumbling Center’s program success may

have you jumping with excitement to get involved. Children in the Cedar Valley

interested in learning the art of trampoline and tumbling have a safe, fun place to do so

thanks to Lee Whitmore and his wife, Linda, the owners of the WTTC.

-MORE-
(Flip Your Way 2-2-2)

The WTTC invites you and yours to come to an Open House Event to check out

what the sport is all about. This event will provide you with the opportunity to see a

demonstration from current athletes, attend an information session, and register for the

classes available. This Open House Event will provide you with an understanding of the

environment of the WTTC which stands apart from other trampoline and tumbling

studios in the area. Current members have nothing but praise for the atmosphere

writing that the “WTTC isn't just a place for your child to learn gymnastics and get a

work out. Here you feel like everyone is family. Love Lee, Linda and the coaches!” The

club is family-friendly, offering parents the opportunity to enroll two or more siblings

for the same class times to save trips to the gym.

Classes are small to allow for closer connections between coaches and gymnasts.

Divided into skill groups, coaches work with four to five students per rotation on the

skills gymnasts want to improve on. The personalized practices are complemented with

the infectious positivity in the gym. From the outside, the WTTC looks like another

industrial building in the area, but one step inside and the ambiance instantly changes

contradicting the cold outside look of the building. Inside, gymnasts become a family

and nights at the WTTC are spent training to become the best they can be, while also

teaching them the important life lessons that can be learned from competitive sports.

-MORE-
 (Flip Your Way 3-3-3)

Experience the unique environment of the Waterloo Trampoline and Tumbling

Center at their upcoming Open House Event. Inspire your children to join a family that

will encourage them and help them grow in their athleticism and humanity.

For additional information on the WTTC regarding its background, upcoming

events, or classes, you can contact Lee Whitmore by phone (319-234-6550), or by

visiting the club’s website at www.waterlootrampoline.com

###
 Organizational Representatives Biographies

Lee and Linda Whitmore are the owners of WTTC in

Waterloo, Iowa. Lee serves as the head coach. He has 30+
years of experience as a tumbling coach he had his first
nationals team in compete in 1986. Lee and Linda’s have
two sons who have also participated in tumbling with the
family business while growing up. Their family has
developed a strong connection with the community after
having 26 years of tumbling at their current location.

Olivia Egli serves as a coach for WTTC in Waterloo, Iowa.

She is 19 years old and grew up in Fort Dodge, Iowa. Olivia
is an early childhood education major at the University of
Northern Iowa. She was a competitive tumbler for nine
years and participated in cheerleading all four years of high
school. While competing, her cheer team placed in the top
three teams for the state competition three times, and in the
top four teams once.

Emile Vinson is a coach at WTTC in Waterloo, Iowa.

She attended Fort Dodge Senior High school and
participated in cheer throughout her high school career.
While participating in cheer, she has an extensive
background in Tumbling and competed competitively
for several years. Emilee currently attends UNI for her
continued education.
Kaylie Dahlgren is a coach at WTTC in Waterloo, Iowa. She is 20 years old and grew
up in Fort Dodge, Iowa. She attends the University
of Iowa and is majoring in both early childhood
education and elementary education with minors in
literacy and special education. She has been in
tumbling ever since she could walk and has done
traveling competitive cheerleading once she was old
enough. Kaylie participated in high school
cheerleading all four years and during her senior
year, she was selected for the Iowa Honor Cheer
Squad.

Julie Meyer started gymnastics when she was 4 years old at

Fisher’s acrobatics. When she was 9, she became a member of
WTTC. She continued to participate in gymnastics until she
was 18 years old and competed almost every year since she
was 7. Julie started coaching gymnastics at Blackhawks
Gymnastics when she was a senior in high school,
and she started coaching for WTTC when her family moved
back to Iowa. She has been coaching for WTTC for 3 years.
Julie grew up in Cedar Falls and is obtaining a career in nursing. She is a mother of four.

Brad Whitmore currently lives in the Evansdale but grew up on a farm in the Cedar
Valley Area. His father is Lee, the owner of WTTC. He has been around tumbling all his
life and took it as a kid, with his father teaching him.
He stopped tumbling during his high school and
college years. For 8 years, he ran and coached his
own tumbling center in Webster City, but moved
away and has been back helping his father for 5 years
now. Brad currently works as a production
supervisor for a Pork plant. He has two children, a
daughter and a son.
Promotional Poster (Printed Size 16” by 20”)
Brochure (outside)
Brochure (Inside)
 WTTC T-shirt Order Form
FRONT BACK

Name: ______________________ Phone #: ___________

Address: _______________________________________
Short-Sleeve Short-Sleeve Long-Sleeve Long-Sleeve TOTAL
Grey Blue Grey Blue
Youth Sm.
Youth Med.
Youth Large
Small
Medium
Large
X-Large
2X
TOTAL:
Sample Facebook Advertisement
Letterhead
Media Slick (Small)

Media Slick (Medium)

Media Slick (LARGE)
Donation letter request
Allison Hunt & Jayde Guinan
University of Northern Iowa
1227 W 27th Street
Cedar Falls, Iowa 50613

February 28, 2018

Jon Laity
Store Manager
Copyworks
2227 College Street
Cedar Falls, IA 50613

Dear Jon,

We are writing on behalf of the Spring 2018 Principles of Public Relations class at the
University of Northern Iowa. As part of our hands-on career training this semester, we
have divided into small groups and have been assigned a local organization to create a
Public Relations campaign for. This campaign will help build relationships between
community organizations while giving students opportunities to prepare for the career
path we seek to follow upon graduation.

Through your contribution, our goal is to raise enough money to produce thirteen
bound, color copies of the finished campaign, thirteen color brochures, thirteen color
copies of any piece, and two flash drives. This will allow each student to keep a final
campaign for our portfolios.

We are eager to complete this project and look forward to the end result. Thank you in
advance for funding any donation amount toward our finished Principles of Public
Relations campaign.

If you have any questions please feel free to contact Allison Hunt huntaad@uni.edu 319-
939-5633 or Jayde Guinan guinanj@uni.edu 712-216-2403.

Sincerely,

Allison Hunt and Jayde Guinan

Donors

Organization: Copyworks

Address: 2227 College St. Cedar Falls, IA 50613

Contact: Jon Laity

Number: 319-266-2306

Items of donation: 13 copies of Final Campaign, 13 color brochures, and

2 flash drives
Donation Thank you letter
Campaign Staff Contact Sheet
Bailey Caskey Account Coordinator
2002 NW Lakeside Dr. Ankeny, Iowa 50023
(515)943-3833 caskeyb@uni.edu
Abby Morse Account Coordinator
12 Post Road Mason City, Iowa 50401
(641)420-2778 morsea@uni.edu
Dayten Wittenburg Head of Promotions Group
2575 270th Street Readlyn, Iowa 50668
(319)404-8197 wittedaa@uni.edu
Ben Harter Promotions Group
1412 Pleasant Valley Drive Waterloo, Iowa 50701
(319)231-1009 harterb@uni.edu
Jordan Mulford Promotions Group
1804 Taylor Ave Iowa Falls, Iowa 50126
(641)373-4929 mulfordj@uni.edu
Michaela Schnetter Head of Media Kit
328 Railroad St. Otho, Iowa 50569
(712)299-9920 schnemah@uni.edu
Rachel Demmer Media Kit
6222 Sundown Road Peosta, Iowa 52068
(563)542-5072 demmerr@uni.edu
Andrew Sterner Media Kit
1115 C Ave E Oskaloosa, IA 52577
(641)295-8276 sternaad@uni.edu
Sean Ham Media Kit
420 6th Street PO box 491 Hudson, Iowa 50643
(319)529-2922 hams@uni.edu
Jayde Guinan Fundraising Group
2462 Mulligan Trail Logan, Iowa 51546
(712)216-2403 guinanj@uni.edu
Allison Hunt Fundraising Group
2816 Rownd St Cedar Falls, Iowa 50613
(319)939-5633 huntaad@uni.edu