1. Central Energy

2. Background Basic Info Phone: 9427 1483 Opening times: Monday - Friday 6am-9am, 11.30am - 7.30pm Saturday 10am - 3pm (The centre is not open on a Saturday if it is a long weekend or during term holidays) Fees: Members annual join fees $50 per year (incl appraisal nad personal program) Membership payment options (members only) $20 = 4 visits, 2 months expriy $45 = 10 visits, 4 months expiry $45 = 1 month, no holds $100 = 3 months Casual payment $10 per visit, also available to members Membership includes Fitness appraisals conducted by registered Instructors Programs (circuit training, hypertrophy training, cardio-vascular training, fat loss, rehabilitation etc) Supervised program induction with registered Instructors Lunch time group exercise programs

3. Problems Low awareness of the gym Low membership Lack of awareness about the refurbishment and improvements proposed for the gym The opening hours of the gym are not adequate for potential members when compared to those offered in the neighbouring area Lecturers and public share the same area Cleanliness needs to be addressed Lack of adequate signage with directions to the gym Signage outside of the Fitness Centre is outdated Signage outside the institute (Francis Street) is outdated The name of the gym “Fitness Centre” needs to be modernised Women are intimidated by large groups of male dominance in the weights area Lack of cardio and aerobic equipment and/or classes

4. Opportunities Renaming of the gym to something more modern and appealing Increase awareness of the location of the centre Improve signage around the campus Maintain cleanliness to a high standard Promote existing membership and class opportunities Encourage a healthy lifestyle amongst the institute’s community Provide other class options

5. We propose... 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 Recommend more attention be paid to the cleanliness of the gym equipment, changing rooms and the general area Suggest ideas for new and improved signage

6. Results for a new name... After interviewing 200 students we found a new name.. Central Vibe 44.5% Next Step 16.5% Central Energy 25% Motivation 10.5% None 3.5% New name: Central Vibe

7. Goals and Objectives S pecific To promote the newly refurbished and rebranded Central gym, and it’s various services, to students and lecturers. To establish awareness of the location, services, opening times, class times, pricing, and renovations M easurable0 people currently know about the rebranded gym, we are aiming for 5000 people (students, lecturers and admin staff) to recognise the new brand. A chievableCreating awareness of the refurbishments and new name to 18,022, from the combined staff, students and faculty at Central Perth R ealistic50% the Central campus (students, staff and faculty)will become aware T imelyTime frame by the end of the first semester, 30 th June 2010, allowing time to produce the formal evaluation report

8. Target Publics Primary 17,372 full and part time students 650 full and part time staff and faculty Specifically within Central college, on the Perth campus Elder than 16 years old Either gender Interested in being healthy, or losing weight or gaining muscle Interested in socialising on campus Desire to support Central’s gym Prices are cheaper than usual gyms Convenient

9. Target Publics Secondary General public Other Central campuses Predominately around Northbridge, CBD and around the other campuses Elder than 16 years old Either gender All educational levels

10. Target Public’s Point of View Surveying current lecturers and students we found they want the following; 41% wanted cheap fees; 4% suggested that it was included in the fees and or information included in course/induction 13% informed us they didn’t know where the gym was; another 3% said they thought that if they had better adverts they may be enticed 4% wanted Longer Opening hours 8% wanted Better/More Equipment 7% said they didn’t have time between their classes 3 % wanted better customer service 12% said absolutely nothing only 5% were already members

11. Key Messages New name is Central Vibe That it exists and is available to students, lecturers, and the public From the awareness allows possibility to recruit new members Being refurbished with new carpet and painted walls Fitness appraisals conducted by nationally registered instructors

12. Strategy We are proposing the following two point awareness campaign First Stage Building up suspense by a series of posters eg, Shhh….it’s changing, Have you heard?, Almost there… If approved we will utilise the MyCentral’s video competition by entering a bogus video promoting the gym refurbishment Awareness Stand; current pictures of gym and plans for the renovations, membership information, classes, opening times and location - considering having a stand in the evening for part time students as they may desire utilising the facilities before class.

13. Strategy Second Stage 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 3 Month Membership to Rebel Sports Gift Voucher and 1 Month Membership Face to Face Approach Central Webpage Brochures and more information included in induction pack

14. Channels Posters - promote the refurbishment, introducing the new name and reinvented logo that relates to Central logo. Flyers - gives potential customers information and directions to the gym, include a map of where it is located, information on classes, membership details Video competition-correlate with MyCentral campaign Student Portal information on the gym is available and easily accessible Raffle to encourage potential members to join the gym Face to face approach with members of the gym campaign acting as personal billboards by walking around Central Perth campus in gym attire, actively promoting the gym. Adhesive arrows on floor from various locations around the campus to the Fitness Centre, so it is easier to find. Flags at entrances to promote awareness of the gym Display stand- promote awareness and shows refurbishment plans

15. Channels Posters Flyers Video competition correlates with MyCentral campaign Information on the Student Portal Raffle with prizes Face to face approach- members can act as personal billboards Adhesive arrows from different place on campus, guides them to Gym Flags at entrances about the facilities and classes offered Display stands

16. 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

17. 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

18. 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

19. Gantt Chart

20. Budget Purposed budget is $3000 Cost & design of printed material ▫ Distribution by students Cost & design of display stands ▫ Labour/manning excluded Potential cost of making video ▫ Utilise institution’s resources Competition prizes (upon approval from institute) ranging from: ▫ 3 month Membership to gym$150.00 ▫ 1 month Membership to gym$ 95.00 ▫ Rebel Sport Gift Voucher$ 50.00 Raffle Ticket Books ($2.50 per booklet)$ 10.00 Drink Bottles (subject to approval - 3 quotes will be provided) $350.00 Food for stand (fruit, vegetables and drink) $200.00 Once approval has been confirmed then a formal budget will be forwarded with justification.

21. Thank you