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Magic 94-9
 Name: Magic 94-9
Format: Adult Contemporary
Market: Tampa, FL
Frequency: 94.9 MHz

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"17 franchise locations came together and they immediately began to see success!"

Julie Dangler - Cox Account Manager

The Challenge
To increase brand awareness in the market and convert the mindset that Planet Beach is Tanning only. Increase sales in the market.
The Resource
Taking them through an MSM process, led us to a positioning statement for Planet Beach Contempo Spa in the Market: All of the Spa, Half of the Time and None of the Guilt! This process also brought the group together to re-instate their co-op and pull money together to a cohesive marketing effort with 17 out of the 20 locations!
The Idea
The following multi-media plan was constructed:

1.Mass media/Radio Commercials *Radio Endorsement with Phoebe for EDUCATION on 97X, Tampa’s New Rock Alternative *97X and on Magic 94.9 - :60 second strategic and tactical messaging to apply position statement and motivate the listener to respond

2. Interactive Website Elements Magic949.com and 97Xonline.com- * 3-4 Minute Video Spot Light with jock endorser on 97xonline.com and generic long form video on magic949.com * Online Elements with custom designed web page for audience EDUCATION * Lead Generation

3. Email Blasts *Facilitate Planet Beach database email blasts *Customized synonymous messaging

The Results
Increased sales through out the market- up from last year. Overall increased brand recognition as “more than tanning” and increase in all inclusive memberships.

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