1. Central Energy We recognise that the gym is a classroom first and a business second…

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. Problem or Opportunity Problem Low awareness of the gym Low membership There is a new name and refurbishments for the Central gym, which no one in the college (students or lecturers) know about Opportunity Promote a relaunch of the Central gym – with the new name and redecoration Increase awareness Increase membership

4. Goals and Objectives S(pecific) To promote the newly refurbished and rebranded Central gym, and it’s various services, to students and lecturers. M(easurable)0 people currently know about the rebranded gym, we are aiming for 5000 people (students, lecturers and admin staff) to recognise the new brand. A(chievable)Yes R(ealistic)50% the Central campus (students, lecturers and admin) T(imely)Not sure – we need to decide what the measurable time will be new branding, the location, services, opening times, class times, pricing, renovations etc

5. Target Publics Main Targets are all Students and Lecturers at Perth Campus (Full and Part time Students) Minor Targets are the; “outside” publics Other campus’

6. 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

7. Key Messages That the gym exists and is available to students, lecturers, and the public Through the awareness of the gym to our students and lecturers comes the possibility of recruiting new members In the process of being refurbished, with new carpet and painted walls Fitness appraisals conducted by nationally registered instructors

8. Strategy Two stage awareness campaign; First Stage Building up suspense by a series of posters – Shhh….its changing, Have you heard?, Almost there…,Etc. If approved we will utilise the campaign’s video competition by entering a bogus video promoting the gym 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.

9. Strategy  Second Stage - July onwards (once the gym is renovated) ▫Posters; It’s here, It’s done, Sport Shoe flyer, with advertising of the gym etc ▫Second Stand to 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; students give interest details they get a ticket and possible prices are; 3 Month Membership, Rebel Sports Gift Voucher and 1 Month Membership ▫Face to Face Approach (possibly getting the fitness students involved); walking around Central Perth buildings in gym clothing discussing the gym with students and classes

10. Strategy Central Webpage; revamp the web page as well, making it more accessible more appealing and clearly stating where the gym is located and opening hours. Brochures and more information included in the induction pack

11. Channels

12. 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

13. Risk Analysis Risk EventProbabilityImpactStrategy Renovations not finished at time of launch (e.g. paint still wet/smelly) LowHighAllow leeway from expected time of renovations until launch Awareness of gym not high enough LowHighMake 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 effectiveLowMediumMake sure we research chosen name. Survey students and lecturers Gym access not convenient/known MediumHighPoint out the gyms location and how to get to it as part of the campaign. Have better signage.

14. Gantt Chart

15. Budget $3,000 given by gym

16. Thankyou