1. Gymboland
2013
Marke+ng
strategy

2. Main objectives
• Increase the number of clients
• Increase the company's profit
• Gymboland, Bombonica, Boats, Kiddy Rides
• Create a new profit opportunity - charge companies in exchange for promotion
packages at Gymboland special events

3. Secondary objectives
• Gymboland - recognized brand image
• Increase customer loyalty
• Be the first place to choose in terms of playgrounds
• Customer insight - "Gymboland is the playground where nice things happen"
• Increase the time spent by kids in Gymboland

4. MKT Strategy - How to do it?
• Corporate identity
• 2 permanent mascots
• same message on all banners - leading kids to creativity, learning, curiosity
• Partnerships with institutions that send the same message
– museums, theatres, schools, private kindergardens
• Partnerships with food & beverages, yoghurt, cereals, sweets brands

5. MKT Strategy - How to do it?
• Events for national holidays and international celebrations
– 1 December, Saint Nicholas, Christmas, 1 March
• Gymboland's specials - special events for kids and parents;
• Football day - we transmit the football games on the outside plasma for fathers;
• "Be beautiful day "- mothers do their nails, read a magazine and drink a coffee
outside the playground for free;
• Have a permanent online presence and generate Google results related to
Gymboland

6. Increase the number
of clients/profit
• Bring new clients in the playground using events and strategic partnerships
• Expand the Gymboland brand exposure and ensure return of new clients through
discount cards and special offers;
• New business
- create a special parties package for corporations employees and their children and
sell it as an HR advantage for the company
- attract corporations in buting the package

7. Increase the number
of clients/profit
• Expansion through strategic partnerships in AFI Palace Cotroceni
– Make a cinema corner in the playground with a plasma TV that plays cartoons
- kids stay longer in Gymboland, parents can go to movies and watch movies
that are not suitable for children
– Movie day - partnership with Cinema City / 6D
– Sell the special cinema ticket for Gymboland along with regular movie tickets
in Cinema City / 6D ticket booths

8. Create an attractive brand image
• Promote Pogonicii and Tontonel as real size Mascots
• After they gain notoriety (3-4 months), we start producing and selling collections of
Pogonicii and Tontonel toys e.g. GymboFarm, GymboChristmas. The example is
applied with notable succes by Mega Image (animal and pop singers stickers), Billa
(animal stickers) Kinder (small toys), McDonalds (Happy Meals). We create a need
to collect and generate loyalty towards the playground with lovable characters
• Make events that are visible outside the playground
– we have to gain the attention of outside potential clients. The usual ones leave
their kids and come only if needed; they don't notice all our inside activities

9. Promote Gymboland more
• advertise events
• press releases for the media (blogs, magazines, website etc)
• Facebook
– increase presence on pages for kids/mothers
- increase fan base through email invitations (using the email database of our net
provider partner)
• Monthly promotions through AFI's newsletter

10. Event
schedule
Special
programs
and
partnerships

11. Halloween
31
October
-­‐
4
November

12. Halloween event description
Activities
• Wheel of surprises - we spin the wheel and we find out who will take care of us -
the fairy or the witch?
• We create 2 teams - "Pogonicii vs. Faur the dragon" / pink vs blue bracelets
• Team games - competition Pogonicii vs Faur the dragon - all the game winners get
a gift from partners
• Dance show & branded balloons- dancers dressed as witches perform around the
playground and at the boats

13. Halloween event description
• Inside activities
– costume contest
– paint clay pumpkins
– decorate witches hats
– make magic sticks
• Free facepainting all day
– Animators - 1 fairy, 1 witch
• Free modeled balloons
– Animators - 1 pumpkin

14. Halloween event description
• Costume contest - last day of event
• Trick or treat at our partners - at the costume contest we select kids&parents to
trick or treat in AFI stores
• Funny raffle - "Nu mi-e frica de Baubau” (I’m not scarred of the boogie man) - they
receive a lamp/flashlight/candle to stop being afraid of darkness
• Gifts - kids leave the playground with hats, clay pumpkins, balloons,
phosphorescent bracelets, candies - visibility in AFI, on the streets

15. Halloween event description
• Gift for mothers - "Between 12 - 16 o'clock you can bring your child at Gymboland
and receive a Halloween nails model, a cup of coffee and a magazine to read.”
• We start taking care of the waiting parents as well - they can have a nice time while
their child is happy in Gymboland
• We add vouchers from other shops / restaurants / hair salon / magazines etc.

16. Halloween Banner message
• ”For Halloween, Gymboland challenges you to dance with the witches, go trick or
treating and discover a lot of tricky candies. During 31 Oct. and 4 Nov. you'll be
surrounded by princesses, magic pumpkins and playful witches. Don't miss the
chance for your kid to have the experience of his childhood in the land of fantasy."

17. Halloween program –
31 October - 4 November
Wed
Thu
Fri
Sat
Sun
16.00
–
Pictam
Decoram
cu
Nasul
Descurcam
Spargem
18.00
dovlecei
manutele
vrajitoarei
panza
de
baloanele
fermeca+
noastre
paianjen
surpriza
18.00
–
Intrecerea
Cautam
Fugim
de
Fugarim
Baba-­‐oarba
19.00
paianjeneilor
viermisorul
Casper
ochisorii
cu
Mumia
ratacit
fantomul
alunecosi
Igienica
19.00
–
Spectacol
Concurs
de
19.30
Dansul
costume
Vrajitoarelor
20.00
–
Tombola
Trick
or
20.30
"Nu
mi-­‐e
treat
-­‐
frica
de
vanatoarea
Baubau"
de
cadouri

18. Gymboland
3
years
anniversary
10
–
12
November

19. DAY 1 - The day of good deeds
• Pinata - we hang a big branded Pinata above the rink - full of candies, balloons,
confetti
• Origami demonstration&workshop - we make our own handmade logo from paper
• http://artyulia.com/index.php/Illustration
• Two sketch artists drawing portraits - outside the playground for 1 hour and inside
it for another 4 hours

20. DAY 1 - The day of good deeds
• Start a humanitary fund raise - "If you want a portrait please donate 5 lei for Salvati
Copiii”
• Small pinata - one smaller pinata in the playground to grow the excitement for the
bigger one
• Team games created by Gymboland

21. DAY 2 - Open doors day for
celebrating 3 years of Gymboland
• ” Gymboland lets you act like you were 3 years old.”
– we accept parents along their children in the playground and let them
experiment all the Gymboland attractions
– they receive a lollypop at the exit
• Tactics
– invite journalists for free publicity
– grow a community also online and offline - ask for their emails & send FB
invitations
– make these kind of events a habit for Gymboland

22. DAY 2 - Open doors day for
celebrating 3 years of Gymboland
Activities
– Pinata - inside the playground
– Workshop sketching
– Team games
– Raffle - gifts from partners
– Funny personality test - you complete a survey and an animator tells you funny
things about you according to your answers
– Mood rings - everybody receives a mood ring - in the contests they can switch
teams because of their mood ring color

23. DAY 3 - Happy thoughts day
• Activities:
– Skating show before smashing the pinata
– Raffle for all the spectators - prizes from partners
– Pinata moment & free branded balloons give-away
• Vouchers - "If you get in the playground today, you pay 50% less for entrance in
Gymboland + 1 juice next time"
• 3 years of Gymbo celebration- we unveil our new handmade Logo – frame & post
it outside the playground, while sharing campaign

24. GiTs&Sweets
Expo
30
November
-­‐
2
December
Partners
-­‐
AFI
Palace
Cotroceni
and
Newexpo

25. Proposal
• We close a business partnership with Newexpo, a company specialized in events and
fairs for malls
• Newexpo can provide:
– exhibitors
– animators
– dance & singing show - Flamenco
– workshops - origami
– puppet show
– media exposure - 3 press releases, outdoor & web banners, flyers, ads in
magazines like "Zile si nopti", "Oferte speciale", 7000 online invitations,
promotion on 40 sites

26. Event plan – 31 Nov – 2 Dec
• 3 days of Gifts and sweets Expo - Newexpo
• Gymboland activities
– "Business School for kids" workshop - Nextsteve - www.nextsteve.ro
– Origami workshop - made by newexpo
– Puppets play - made by newexpo
– Storytelling - we read traditonal tales and discuss about them, then we draw
the images
– Start of "Letter for Santa" Gymboland campaign - we collect letters for Santa;
the best letter wins a gift from Santa Claus himself
• 1'st of december - National Day at Gymboland
– Gymboland’s parade - Animals parade
– Traditional dance show and lesson
– Fashion parade - surrounding the playground

27. Event program
30
November
1st
of
December
2
December
GiTs
and
sweets
Expo
Origami
workshop
Business
school
for
kids
Animals
Parade
Interac+ve
games
LeZers
for
Santa
Fashion
Show
–
children’s
Puppet
show
parade
Storytelling
Romanian
tradi+onal
Flamenco
show
-­‐
dance
&
dance
show
singing

28. Saint
Nicholas
-­‐
GiTs
in
boots
day
6th
of
December
Message
-­‐
"Bring
your
boots
at
Gymboland
and
Saint
Nicholas
will
fill
them
with
giKs"

29. Event plan
• What do we do?
– On the 6th of December we put an empty Christmas tree in the front of the
playground and start selling Gymboland special X-Mas decorations;
– Before entering the playground, children are invited to buy one or more
decorations and decorate the Christmas tree themselves;
– Each of the decorations costs 5 lei. The money earned from selling decorations
are donated to a charitable cause;
– The sum of money is as big as the tree is decorated – We encourage clients to
make the Christmas tree as beautiful as possible!
• Oportunities:
– We could partner with a high profile organization, interested in gaining
promotion from a fund raising campaign (e.g. McDonalds, ING Bank etc)
and / or Salvati Copii
– We use their influence in media to promote the fund raising event and
Gymboland

30. Christmas
at
Gymboland
24-­‐26
December
Message
-­‐
"For
3
days,
Santa
is
busy
at
Gymboland!
Come
at
us,
unNl
he
runs
out
of
giKs!"

31. Christmas event plan
• Activities
– Santa Claus gives presents after children recite him a poem
– Carols show - we light up the Christmas tree in a grand ceremony while
singing carols along with a chorus
– Charity event - Salvati copiii
– "Gymboland is a part of their life too" campaign for needy children
– we make a party for 20 children from a foster home
– we donate the money raised from 6 to 24 of December through the decorations
acquisition

32. Christmas event plan
• Corporate party - we make a special Christmas party offer for Real/ AFI/ Orange
and other high profile companies, giving them the oportunity to offer their
employees and their children a customized Gymboland experience for Christmas
• The Corporate Christmas party offer:
– 3 hours of Christmas Joy at Gymboland
– Animators - Santa, Fairy, reindeer
– Facehole decor for kids - one picture looking like a reindeer
– Juice and a bag of candies
– Gifts from partners
– Santa can also give the kids gifts from their parents

33. Event plan
• Wheel of surprises
• Games
• Christmas workshops - create handmade ice flakes, ornaments, greeting cards
• Storytelling - role play on the story of Christmas with animators and kids

34. Kids
New
Year's
Eve
31
December

35. Event plan
• Special Party at Gymboland
– Dress code - boys receive a bow, girls a tiara;
– Balloons - release a shower of balloons over the entire playground;
– Magician;
– Champaign;
– Fortune cookies;
– Facepainting;
– Fireworks.