Central Institute of TechnologyThe Fitness Centre

Presented by the Public Relations Group

BackgroundGym• Opening times: Monday –Saturday

Fees• Members annual membership fees $50 annually• Membership payment options $20 = 4 visits, 2 months expiry

Membership includes• There are a variety of membership options

Problems

•Minimal awareness of the gym by students and staff• Low membership•Opening times not suitable•Staff do not want to be associated with students• Lack of adequate signage

•Future - potential lack of awareness about the refurbishment proposed for the gym

Opportunities•Rename the gym• Increase awareness of the gym location• Improve signage•Promote membership

We are proposing...•Rename and rebrand the gym•Plan and promote a new launch of the gym

▫Raise awareness of the gym▫the location▫and the plans for the refurbishment

•Develop and implement new signage

Proposed result for a new name...

Central Vibe

Central Energy

Next Step

Motivation

None

44.5%

16.5%

25%

10.5%

3.5%

Research: interviewed 200 students at Central

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Result:

Central Vibe

Suggested creative branding:

Objectives

To promote and establish awareness of the newly refurbished, renovated and rebranded Central gym to a potential 5000 students, lecturers and administration staff.

The aim is to achieve this by the end of first semester 30th of June, 2010

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Target PublicsPrimary – Phase one• 17,372 full and part time students• 650 full and part time staff and faculty• Specifically within Central, Perth campus• Both genders• All age groups• All education levels• Interested in being healthy, weight loss or body

definition

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Target Publics Secondary – Phase two•Other Central campuses •Predominately around Northbridge, CBD and around

the other campuses •Either gender•All educational levels •Community

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ResearchSurveying 126 current lecturers and students we found they want the following:• 41% wanted cheap fees• 13% informed us they didn’t know where the gym was• 8% wanted Better/More Equipment• 7% said they didn’t have time between their classes • 4% suggested to include in the fees• Only 5% were already members

Reference: Cert IV Advertising students; 2010

Some of the students also suggested that they would like to receive more information about the gym, and wanted better and more equipment.

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Key Message

No ExcusesRationale:•Resonates with a student audience•Will be easily understood with visual elements• Its personal•Guilt; feeling of obligation

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StrategyWe are proposing the following awareness campaign – date to be confirmed• Building up suspense by a series of posters eg, Shhh….it’s

changing, Have you heard?, Almost there… • Display Stand;

▫ Future pictures of gym and plans for the renovations▫ Membership information▫ Classes▫ Opening times and location

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Strategy• Commences - July or after gym renovation• Posters

▫ That It’s here, and other key messages• Propose a key launch date• Face to Face approach• Central webpage• Brochures and more information included in induction

pack• Other suggestions include:

▫ Drink bottles▫ Raffle- win a to Rebel Sports Gift Voucher, 3 Month and 1

Month Gym memberships

 

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Communication Channels• Posters• Flyers • Information on the Student Portal• Display stands• Raffle with prizes• Face to face approach- current student/members act as personal

billboards through T-shirts worn by Fitness students • Better on-campus signage • Flags at entrances about the facilities and classes offered • Banners

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Legal and Ethical IssuesConsideration for:• Avoid: prejudice, racism, sexism - discriminatory content of

any kind• Considerate of other students and staff - no offensive content• We will not promote violence in any of our campaign content• We will not promote alcohol, drugs or cigarettes• We will adhere to health and safety regulations• Will ensure we do not infringe on any copyrights• We will not conflict with any services provided for the

disabled or disadvantaged

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Risk Analysis Risk Event Probability Impact Strategy Renovations not finished at time of launch (e.g. paint still wet/smelly)

Low High Allow leeway from expected time of renovations until launch

Awareness of gym not high enough

Low High Make sure our tactics are iron-clad – more than enough to ensure awareness

Preconceived perceptions of Central gym/gyms in general

High Medium Focus on the positives and benefits of the gym – lower prices, convenience of location etc

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New name not effective

Low Medium Make sure we research chosen name. Survey students and lecturers

Gym access not convenient/known

Medium High Point out the gyms location and how to get to it as part of the campaign. Have better signage.

Offending existing gyms in the Northbridge and CBD area, as we cannot be seen as competing.

Medium High Prepare communication strategy to negotiate and compromise.

Ensure that the membership and prices are not unrealistically cheap

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Risk Analysis cont.

Budget

Proposed budget is $3000

To include:•Competition prizes•Drink Bottles•Signage•Printing•Display Stand Materials

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Thank you