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My Business

Kessy Geovana Silva

BU504 - Integrated Marketing Communications

Lauren VanTalia

Jun 12, 2022

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My Business

 Explanation of my business.

For my business, I would like to create a Gym Clothes Brand. Since I see that this

market is growing because now day’s people are more into health and fitness life. And also

the women is getting more into sets, matching clothes, different prints and for sure gym

clothes that value the curves. I think this market has a big chance to grow. It would be

specialized in gym clothe sets, and jumpsuits with a variety of prints and models. My target

marked would be for all size women’s, what, kind of, is still difficult to find now days, and

for all ages. The leggings would be squat proof, what means that the person would be super

comfortable doing the exercises knowing that her underwear would not being see though the

pants. And the sport bras would be high impact support. All the clothes always valuing a

woman's body.

 Ad designer to introduce my business.

I would use a conative type of message strategy to introduce my business to the

market, it means “seek to lead directly to consumer responses. They can support other

promotional efforts, such as coupon redemption programs, cashback rebates, or encourage

consumers to access a website” (Clow & Baack, 2016) mixed with an affective type that

means “to evoke feelings or emotions and match those feelings with the good, service, or

company.” (Clow & Baack, 2016) for the first months, at least, because it is going to be a

new brand so to incentive people to try, to get people’s attention, I would do a free try for a

week, and if the person do not like it they would not be charged, and need to return the

product.

After the brand gets more audience, I would just come back to the affective message

but doing some promotions occasionally to attract more people.

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Follow some examples of the ads:

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 Affective designer ad.

As I choose the affective type of message, I want to focus on what the public is most

concerned about when it comes to gym clothes, which is the transparency of the fabric, i.e.

seeing through the gym clothes to the underwear the person is wearing. So they knowing that

they can work out in peace and comfortable is the mean goal.

I would put a video or image of a disappointed woman doing exercises with a weak

fabric, a message like “Do not be afraid of work out, come feel comfortable with us. You Go,

Girl!” and after some other video or image of a happy woman doing exercises.
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 Social media campaign.

For my social media campaign marketing for my brand You Go Girl! I want to create

posts and reels on Instagram, some videos on TikTok and posts on Facebook. Now days

everyone uses at least one type of social medial so doing my marketing campaign on some of

those certainly will help my brand to grown.

I choose Instagram because I can create an account to the brand and start from there.

TikTok is going viral everywhere too so even though is more expensive than Facebook to pay

for an ad, I think it is really worth because it can reach a lot of people. And Facebook because

it is really cheap. So I choose those three social medias because each of them has a different

public, and how my brand is for all ages it is good we be present in those. Facebook get more

grownups, Instagram younger and TikTok a mix of teenagers and young people.

Example of the banner ad:

 Buzz marketing campaign.

For my buzz marketing campaign at SSU, I would like to invite some female students

from some in-person classes as my ambassadors. If I notice that they are into exercises and

gym, would be even better. And also I would like to invite some girls from Chuze Fitness
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Gym. The girls that would be the ambassadors would receive a free gym set clothes to start,

so they could wear it in class, on parks, at the gym. Also they would need to post pics and/or

videos on their social media tagging the brand page so people could reach it if they like.

The ambassadors would receive a coupon code so they could give to others girls, and

if the other girls brought using that coupon the ambassador would win another free set of

clothes, be it would be an increase process. Would work like a goal to achieve, but not

necessarily just if the ambassador wanted another free set.

Example of the buzz ad:

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 Customer base.

To create and increase my customer base I would send the new subscribers a direct

email thanking and congratulating them for being part of our team now. And in that same

welcome email we will include a discount coupon for their next purchase.

We would send for the person’s birthday by email and by mail, because if the person

unsubscribed the email she can still receive it by mail and probably get excited to use it, an

discount coupon with 2 choices of discount to really incentive the person to buy with us.

Also we would always try to increase our customer base by asking them to complete a

short survey related to your business, keep our customer service always thoughtful and

helpful, as Steve Macdonald (2022) said “A happy customer is likely to tell at least three

friends about a positive experience and great customer service leads to increased sales.” And

always keep our social medias and website updated.

Follow some examples for the direct email and birthday:

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References

Clow, K. E., & Baack, D. E. (2016). Integrated advertising, promotion, and marketing

communications. Pearson Higher Ed.

[Hot item] wholesale custom ladies plus size Activewear sports bra Xxxl leggings 2 pieces

gym outfits fat women yoga sets. (n.d.). Made-in-China.com.

https://miqiapparel.en.made-in-china.com/product/HZqfxeUGgrcv/China-Wholesale-

Custom-Ladies-Plus-Size-Activewear-Sports-Bra-Xxxl-Leggings-2-Pieces-Gym-

Outfits-Fat-Women-Yoga-Sets.html

SuperOffice. (2021, May 4). Five simple ways to increase your customer base. SuperOffice

CRM: Customer Relationships Matter. https://www.superoffice.com/blog/five-

simple-ways-to-increase-your-customer-base/

These fitness brands make the *Best* plus-size Activewear out there. (2020, December 9).

Women's Health. https://www.womenshealthmag.com/fitness/g19480087/plus-size-

workout-clothes-for-women/

These heart-pumping yoga poses turn up your calories burn. (2019, January 3). Prevention.

https://www.prevention.com/fitness/g20476942/7-yoga-poses-that-burn-the-most-

calories/

Where you can find really cute and functional plus size ActiveWear! (2021, February 11).

The Curvy Fashionista. https://thecurvyfashionista.com/functional-plus-size-active-

wear/