Central Institute of Technology The Fitness Centre To do list: -Need to add Central logo to bottom of every slide -Central Vibe name and logo slide -Key Message -Risk analysis -After name- Central Vibe logo at bottom of every slide -Budget -Thank you slide

Background Basic Info Phone: Opening times: Monday –Saturday Fees Members annual join fees $50 per year (includes appraisal and personal program) Membership payment options (members only) $20 = 4 visits, 2 months expiry Membership includes There are a variety of membership options

Problems Low awareness of the gym Low membership Lack of awareness about the refurbishment and improvements proposed for the gym Lack of adequate signage with directions to the gym in an around the college

Opportunities Renaming of the gym to something more modern and appealing to target audience Increase awareness of the location of the centre Improve signage around the campus Promote existing membership Rename and rebrand the name of gym

We are proposing... Rename the gym Raise awareness of the gym, the location and the plans for the refurbishment Set in place plans for the launch of the renovated facility Suggest ideas for new and improved signage

Results for a new name % 16.5% 25% 10.5% 3.5% Most popular: Central Vibe We interviewed 200 students the results were as follows:

Need to put here the new name and logo

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

Target Publics Primary 17,372 full and part time students – need a figure this out 650 full and part time staff and faculty Specifically within Central college, on the Northbridge campus Both genders Interested in being healthy, weight loss or gaining muscle

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

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 that it was included in the fees and or information included in course/induction Only 5% were already members Reference: Advertising students research

Key Messages Convenient New and refurbished Cheap What’s in it for me?

Strategy We are proposing the following two point awareness campaign First Phase Building up suspense by a series of posters eg, Shhh….it’s changing, Have you heard?, Almost there… Awareness Stand; current pictures of gym and plans for the renovations, membership information, classes, opening times and location

Strategy Second Phase Begins in - July or once gym is renovated Posters that It’s here, It’s done with advertising of the gym etc Should coincide with the Grand Opening – house warming themed invitations and celebration- food and drinks available with a healthy aspect Drink Bottles with logos/information given to first 100 members upon sign up Raffle- win a to Rebel Sports Gift Voucher, 3 Month and 1 Month Gym memberships Face to Face Approach Central Webpage Brochures and more information included in induction pack

Communication Channels Posters Flyers Information on the Student Portal Raffle with prizes Face to face approach- members can act as personal billboards T-shirts for gym students Adhesive arrows from different place on campus, guides them to Gym Flags at entrances about the facilities and classes offered Display stands

Legal and Ethical Issues Important: we will abide by the Central Institute’s code of conduct by: 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 – mask down cords, keep fire exits clear Will ensure we do not infringe on any copyrights We will not conflict with any services provided for the disabled or disadvantaged

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

New name not effectiveLowMedium 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 Risk EventProbabilityImpactStrategy

Renovations not finished At time of launch Awareness of gym now high enough Pre-concieved perceptions of Central gym/gyms in general New name not effective Gym access not convenient. Known Offending existing gyms in the Northbridge and CBD area, as we cannot be seen as competing Probability Low High Low Medium Impact High Medium High Strategy Allow leeway from expected time of renovation until launch Make sure our tactics are iron-clad- more than enough to ensure awareness Focus on positives and benefits- lower prices, convenience of location etc Make sure we research chosen name, Survey students and lecturers Point out gyms location and how to get to it, have better signage Prepare communication strategy to negotiate and compromise. Ensure that the membership and prices are not unrealistically cheap Risk Analysis

Budget Proposed budget is $3000 Competition prizes $ Raffle Ticket Books ($2.50 per booklet)$ Drink Bottles$ Food for stand (fruit, vegetables and drink)$ Once approval has been confirmed then a formal budget will be forwarded with justification

Thank you