Nike Ad Spec Script

Shooting Locations: Track, Restaurant, Library, Bedroom, Street

Audio	Visual
VO I didn’t start running until I was 20.	Camera up on 20-year-old young woman with average body type, huffing and puffing around a track.
Then life happened. School…	Same woman studying in a library with textbooks and laptop.
Work…	She’s working in a restaurant in the evening, serving tables, taking orders. It’s a nice restaurant.
Kids…	She’s holding a baby in a bedroom/nursery
But I always found myself hitting the pavement. Going back to what I love.	She puts on a pair of Nike’s and runs out the door, jogging on the street.
Five years ago, I ran my first half marathon. Today, I’m doing the whole damn thing. It’s not about being the fastest or the strongest. It’s about never giving up.	She joins a crowd of people, all wearing bib numbers, getting ready to run a marathon. “Just do it” with swoosh.

 

As a producer for XRAY in the Morning, I wrote news and commentary, conducted in-depth research, and created content for the show. I have also included a marketing platform I wrote for Modo Yoga Portland.

Writings as producer for “XRAY in the Morning” on XRAY.FM

7:00-7:30 News With My Dad

[National] (ACA) Why small businesses should be required to use SHOP (Brookings)

• SHOP exchanges, or Small-business Health Options Programs, originally set out to be a one-stop health-insurance shopping experience for small businesses employing 50 people or less.
• Today, more than 10 million individuals buy health coverage through state and federal health exchanges. More than 7 million are covered through the Medicaid expansion, and that number would be even higher if giants such as Texas and Florida expanded coverage to their poorest residents, which they refuse to do.
• In the case of small businesses, however, only one-third of 1% of employees are insured through SHOP exchanges.
• It has been reported that small businesses shy away from SHOP exchanges for several reasons, including lack of awareness of the programs and fear of changing policies when they have found something good, even if SHOP exchanges offer better coverage.
• The District of Columbia health exchange authority actually requires small business owners who offer insurance to go through the DC SHOP exchange. Some business owners who have used the program cite that SHOP offers lower premiums and more choice in their coverage.  

[Local] Burly bikers are advocates for abused children (Oregonian)

• Around 40 bikers were gathered in the parking lot of the High Rock Restaurant in Gladstone waiting to participate in the annual 100-mile ride organized by the Mt. Hood chapter of Bikers Against Child Abuse.
• They are an international organization that seeks to empower children who have been victims of abuse.
• Bikers Against Child Abuse works with children under the age of 18 who have been referred by a parent or guardian. They all use road names for safety and go through secure background checks before meeting with a child.
• Their job is to stand guard outside a child’s house and accompany the minor to court hearings when confronting their alleged abusers.
• They may not look the part of “child ally” but that’s what makes them effective. They’re scary because they represent freedom… Clip from Easy Rider> 0:33 “Oh no…that they are”

Two Tweets and a Lie (This is a game I created)

Now it’s time for Two Tweets and a Lie! See if you can determine which of these tweets is made up by our crack team of producers and which came from the horse’s mouth. Here we go!

Our first set of tweets come from late night talk show host Conan O’Brien

• “Until Mexico has White Walkers, I don’t think we need a wall.”
• “When push comes to shove, I’m all for wrestling a bear.”
• “Buying a decorative gourd is like saying, ‘here, let me throw this out for you in four months.’”

Our next set of tweets comes from @b0ringtweets, the twitter account that is truly dull, but also hilarious.

• “I decided to leave the pinch of salt out of my oatmeal this morning. I’m feeling like a real rebel.”
• “Before I walked upstairs I predicted my left foot would be the one that stepped onto the landing. I was correct. What a time to be alive.”
• “After years of experimenting, I’ve finally settled on 4.5 as my ideal toaster setting. It’s been a real journey.”

Interview Research and Questions

7:30-7:45 Teressa Raiford, Lead Organizer for Don’t Shoot Portland; Matt McHenry, Criminal Defense Attorney

Introduction

Teressa Raiford is the lead organizer of Don’t Shoot Portland and she ran for Portland City Council in 2014. She was arrested for disorderly conduct on August 9th, 2015 at a rally commemorating the 1 year anniversary of Michael Brown’s death. The issue of her arrest involved whether her actions were intentionally blocking traffic or if she was engaged in Constitutionally-protected political speech.    

First Question

Can you explain to our audience what happened on August 9th, 2015 for those who aren’t familiar with the case?

Questions

• There seems to be a great deal of vague language surrounding the disorderly conduct statute. For example, what constitutes “public inconvenience, annoyance, or alarm”? Or, “recklessly creating a risk” What is the purpose of this language and how did you handle it?
• The ACLU filed an amicus brief to challenge the disorderly conduct charge and support your free speech rights. What effect did that have on your case? And what the heck is an amicus brief?
• Why did this trial get so much media attention?
• What change would you like to see come from your work with Don’t Shoot Portland and Black Lives Matter?
• What do you do to inspire people to join your cause? Is it important to you to grow the movement?
• Do you feel like anything good has come out of this trial?
• What’s next for Don’t Shoot Portland?

 

7:30-7:45 Scrappers, Stay Wild Adventure Festival

Introduction

Scrappers started Stay Wild magazine in 2014 in an effort to build a community of folks who are not only consuming culture, but creating it. Stay Wild is hosting an Adventure Festival at the end of this month where people are invited to discover and nurture the space within themselves where adventure exists.

First Question

• You say “Stay Wild” — are we Wild now?

Questions

• Is there something about how people desire adventure now than in years or generations past? Have we lost adventure in other portions of the human experience?
• As life becomes more robotic, more predictable. As we get further away from the age of imperialism, or maritime adventure. As mysteries go away. Now we adventure with Pokemans.

• Why is adventure important and why create a magazine dedicated to it?

• Our theme this week is “Space.” How does Stay Wild use space to cultivate adventure?
• What kind of things will I read and see in Stay Wild Magazine?
• What kinds of things will happen at the Adventure Festival?
• What’s your favorite kind of adventure?

8:45-9:00 Frowntown with Uncle Cait

Introduction

Now it’s time for Frowntown with Uncle Cait. The show where we bum you out before we laugh it off. Today’s guest is gay country superstar Patrick Haggerty, of Lavender Country. He’s playing a show this Friday at 8 PM at Turn! Turn! Turn! In Portland and he’s joining us to talk about toeing the line between his country roots and fighting tirelessly for the gay community.  

Questions

• You released the first ever openly gay country album in 1973. What was the initial response?
• You came out around the time of the Stonewall riots in 1968. Can you tell us about coming out as an openly gay man at that time?
• You ran for Washington state senate in 1988. What made you want to run for office?
• Country music is seen as an ultra masculine genre full of trucks, booze, and girls in daisy dukes. How did you decide to make a gay country album?
• You stopped writing and performing music after Lavender Country was released. How did you get back into the music scene?
• Were you speaking directly to the LGBTQ community when you wrote Lavender Country?
• Do you think that by playing a traditionally straight music genre you are bringing communities together?

In addition to planning and executing the 1-year anniversary party for Modo Yoga Portland, I wrote a marketing platform for the team.

Modo Yoga Portland Marketing Platform

Goal: Reach as many people as possible in order to sell as many memberships as possible. Easy! We want to create a marketing mix that places the product in areas easily accessible to our target markets and make it easy and desirable to sign up for Modo memberships.

Target and niche markets: Who are we trying to reach? Where do they live, work, and play? Within the target market, are there niche markets we can appeal to? For example, if we try to reach women between ages 22-45, what niche markets exist within that? Working professionals? All the single ladies? Working mothers? Stay-at-home moms? I suggest we identify these groups and reach all of them through specific outlets. It’s more difficult to appeal to men as yoga is perceived by many as a “girl thing.” That is a barrier that can be overcome. Who are the men we want to reach? Why limit ourselves to women and men? There is a whole gender spectrum and we should reach out to and embrace these communities.

List of target/niche markets:

• Age groups of all genders between 18-60. This is BIG. Let’s narrow it down a bit.
• People who do (or want to) take care of themselves. How do they do this? Identify healthy behaviors and go to those places. For example, they may shop at New Seasons and Whole Foods and eat at healthy restaurants. They may be spiritual, so advertising at meditation spaces or buddhist centers.
• Experienced students looking for a new studio. Maybe they just moved to town or to a new neighborhood and are looking for convenience. Because this group is more comfortable looking for a studio, the marketing here needs to be brief but aggressive before the competition gobbles them up! This is where being 1st or 2nd in a Google search is going to be crucial.
• New students: either folks who have never tried yoga before or have never tried hot yoga. The benefits of hot yoga need to be communicated to this group. This can be communicated through advertising and writing articles in publications.
• Folks who have recently experienced a life change. This goes along with New Students. Whether they are getting sober or getting divorced, we can present people with healthy options to get their lives on track!
• Service Industry folks. There are a TON of bars and restaurants in your neighborhood. Take advantage of this! Go into those places and chat with the managers about your intro deal and build the relationship.
• Working professionals. Kind of similar to the service industry folks. There are several businesses, tech firms, etc in your neighborhood. Bring free class passes and discuss the link between fitness and productivity. Maybe go into the offices and do a presentation for staff.
• I’m sure there are plenty more, but this is a good start!

Description of Services: In order to successfully identify our market, we have to look at the services they need. After all, marketing is all about filling the needs of consumers and we want to make sure our services match up with those needs. Market research is crucial in determining what people want in a yoga studio.

• Is there a space where clients can offer feedback either in the studio, on social media, or on the website? Maybe we can create a survey and provide a link on the website to see what people like or dislike about the studio, classes, and instructors. Maybe there is an incentive for completing the survey, like a free class or something similar.
• Do we want to provide healthy eating guides? How about getting healthy cookbooks in the lobby? Maybe cooking demos? The lobby is huge so let’s take advantage of it!
• I noticed on a competitors website (Hot Yoga for Life) that they are taking students on a trip to Nepal for a week. Is that something Modo could do?
• I think you are partnering with with folks in the community, which is great. Could we look at or create a list of nearby businesses and see what kind of events we could create using partnerships? It might seem counterintuitive, but what about yoga and brewery/distillery tastings? Detox then re-tox!
• Maybe some kind of partnership/event with Sweetpea Bakery or Seven Star Acupuncture?
• Yoga and coffee tasting at Coava or Water Ave. Coffee?

Social Media:

• Facebook reaches and retains current members, with the hope that those members will share posts to their networks, etc. We should be thinking about who our audience is and play to them. Facebook is a place to loosen up a bit. While we can include recipes, inspirational yogi quotes, and photos of sunsets, we can have some fun with it too. Maybe we can incentivize “likes” in some way, like “If you’re the 200th “Like,” you get a free class or bring a friend for free.”
• How about a YouTube channel? Make short videos at the studio with pointers for correct postures or make funny videos just for entertainment! Yogi’s have a sense of humor too, ya know!
• Instagram: Follow your hashtags to see when posting is most popular, then post fresh content at those times. We should also cross-promote by tagging businesses or products we like. We can use trending tags that are relevant to the brand at peak times, which will aid in discovery of your website (hopefully).
• Who are the influencers or early adopters in this field? When you have visiting teachers, are they on social media telling their followers about it? Who are other influencers? Who makes yoga clothing and whose mats and towels do you use/sell? Ask them to tweet or tag Modo Portland in their posts. That’s free publicity and it reaches more people than you can on your own. Is there a Modo Pinterest account? How about a blog? A blog is a lot of work, so I recommend being really committed to the blog before starting it. There’s nothing worse than an old, crappy blog attached to your website.

Make Marketing Strategies and Promotions Crystal Clear

• Are there yoga conventions in town where folks can share their ideas and expertise? There are so many studios in Portland, it might be beneficial to meet with others in the field to collaborate. Networking is key, whether in person or digitally.
• In order to reach target markets effectively, we need to know what their needs/wants are. This includes industry trends and potential problems. Have you done a SWOT analysis? That can help identify potential problems in addition to building on existing strengths.
• Are you advertising on appropriate platforms? The Portland Mercury, The Willamette Week, websites, trade shows, etc. Advertising specific deals can result in immediate benefits.
• Write articles for local or digital media outlets that highlight benefits of the product. Are there local blogs that you can contribute to? Maybe you could partner with another local business that has a newsletter and write a visiting column.

Identify and Understand the Competition

• Sit down and identify your strengths and what you want to emphasize. Make a list of direct and indirect competition. For example, Core Power and Hot Yoga for Life are direct competition, whereas YouTube, rock climbing gyms, and 24 Hour Fitness are more indirect competition. Look at the competition’s marketing practices and see what you can learn.  
• Emphasize what makes Modo unique, how you serve clients, and how your services fill a need that others cannot. This includes, Product, Place, Price, Promotion, and Value (provided to clients).

Establish Quantifiable Goals

• Number of new clients.
• Number of potential clients you want to reach.
• Amount of income you would like to generate.
• Look at how much time, money, skills, and other resources you can realistically use towards implementing marketing strategies.Study your budget to see how much you can or are willing to commit to.

Monitor Results

• When new clients sign up in person or online, add a “How did you hear about us?” question to the form.
• If you decide to add a survey to the newsletter or website, this reaches existing members. Offer an incentive to fill it out and include questions about how they heard about you. Also include why they value your service and what is important to them.
• Conduct informal interviews with clients and keep the information in written form as your market literature. Ask them for ideas about how you can introduce your products and services to potential clients that are like them. Pay attention to keywords  that come up and use them in future marketing techniques like social media posts. Keep a record of responses to use as future testimonials (with permission).

Some things to keep in mind

• Don’t scatter your efforts. Use specific strategies for specific groups and stay focused on your target markets.
• Focus your energy on finding the clients who will provide repeat and ongoing business.
• Create customer profiles for these clients in order to see what makes them keep coming back. When you identify why clients return, you can replicate it and make adjustments as necessary.
• Be persistent. Often, marketing strategies need to be repeated over and over before concrete gains are made.
• Embrace failure! If something doesn’t work, stop doing it and try something else. This is why monitoring results is important, as it gives you a chance to see what works and what doesn’t. It’s all a process!