Central Institute of Technology The Fitness Centre Presented by the Public Relations Group

Background Gym 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 % 16.5% 25% 10.5% 3.5% Research: interviewed 200 students at Central

Central Vibe 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 30 th of June, 2010 Central Vibe

Target Publics Primary – 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 Central Vibe

Target Publics Secondary – Phase two Other Central campuses Predominately around Northbridge, CBD and around the other campuses Either gender All educational levels Community Central Vibe

Research Surveying 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. Central Vibe

Key Message No Excuses Rationale: Resonates with a student audience Will be easily understood with visual elements Its personal Guilt; feeling of obligation Central Vibe

Strategy We 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 Central Vibe

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 Central Vibe

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 Central Vibe

Legal and Ethical Issues Consideration 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 Central Vibe

Risk Analysis Risk EventProbabilityImpactStrategy Renovations not finished at time of launch (e.g. paint still wet/smelly) LowHigh Allow leeway from expected time of renovations until launch Awareness of gym not high enough LowHigh Make sure our tactics are iron-clad – more than enough to ensure awareness Preconceived perceptions of Central gym/gyms in general HighMediumFocus on the positives and benefits of the gym – lower prices, convenience of location etc Central Vibe

New name not effective LowMedium Make sure we research chosen name. Survey students and lecturers Gym access not convenient/known MediumHigh 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. MediumHighPrepare communication strategy to negotiate and compromise. Ensure that the membership and prices are not unrealistically cheap Central Vibe Risk Analysis cont.

Budget Proposed budget is $3000 To include: Competition prizes Drink Bottles Signage Printing Display Stand Materials Central Vibe

Thank you