The 3D Fitness center is scheduled to open within three months and is based on the plan of being positioned as a brand that is providing its customers with three dimensional facilities which are fitness center, café, and a beauty and salon spa. The slogan of the organization is “Determination, Dedication & Desire in Life”. The organization is going to open five centers in Sydney with one being opened at Sydney CBD and the rest four being opened in the suburban area of the city in north, south, east and west direction. The organization is passionate about these centers as both the owners of this organization are athletic people and it is their passion, which they want to share with the people of Sydney. The fitness centers are built with the objective of providing a wide range of facilities to the customers, thus the gym area has been divided into five categories that include cardio area, strength area, stretching area, free weight area, and aerobics area. The aerobics area is divided into two rooms, one for aerobic and the other one for spinning classes. The café that is the second dimension of this center is created with the key motive of providing the customers with a social space that helps them to build a strong bond with their gym mates along with healthy food and beverages. The café also facilitates the customers with protein shakes and other gym merchandise that are easily available for the customers. The beauty and salon spa is the third dimension and this space has been created so that the customers can pamper themselves with various beauty treatments and also can enjoy a relaxing spa after a tough and sweaty workout. The integrated marketing communication plan will help in fulfilling the objectives of the organization that have been set for the next one year, that is a total of 15 months including the three months before the opening time. The main objectives of the organization are to gain 20,000 customers in the next twelve months with the city based center acquiring 6.000 customers and the suburban centers attaining around 3,500 customers each. The other objective of the organization is to attain a 15% profit margin from the cafes and attain a 30% profit margin from each beauty and salon spa. On the basis of these objectives, the organization will be able to accomplish its bigger objectives of opening new fitness centers in Sydney, Melbourne, and Brisbane. The integrated marketing communication plan will help the organization in building a strong image of the organization as it will ensure that all the communication tools are interlinked and will work in harmony. In this assignment, the plan is built in a systematic manner that creates a message strategy, examines the available options of the integrated marketing communication, suggests the appropriate actions that should be implicated in the plan for the next fifteen months with regular monitoring and evaluation being conducted on each campaign initiative. The integrated marketing plan is built on a specified budget of 2.2 million that will be utilized effectively to highlight the uniqueness of the 3D fitness center through various mediums.
The main focus of the message strategy in the integrated marketing communication plan is to make brand awareness, strengthen the attitude of the customers about that product or service, should be encouraging the customer to create an enthusiasm amongst the customers for the product and should build a connection with the customers that further helps in building a strong bond. All this has to be delivered by the organization’s message strategy for building a brand value for an organization (Aesthetika & Febriana, 2018). The message strategy also has used creativity and innovation for better positioning. A creative message brief is first initiated to understand and jot down the different guidelines that our message should be fulfilling. The name 3D Fitness have dual meanings, firstly it can be elaborated as determination, dedication and desire, which are the three key principles of the owners when they were athletes. The second meaning is the three dimensional services that the organization is providing its customers. For the organization 3D Fitness, the message will be created on the basis of two message strategies that is a unique selling proposition and the brand image. Also, the message is targeted to people who belong to the age group of 20-60 years and the message is targeted to people belonging to different demographic backgrounds and are living in Sydney.
The following key messages have to be highlighted in the integrated communication plan. The messages have been created on the basis of unique value proposition and brand image. The message approach will highlight the following attributes of the organization-
The integrated marketing communication plan also involves the examination of the various tools that will be appropriate for a certain organization or a product. For the 3D Fitness, the selection of the correct tool is crucial as the tools should convey all the messages clearly to the customers. Every marketing communication tool has their strengths and weakness that should be examined in details before utilizing it for the plan. Also, the examination of tools helps in formulating better strategies for the promotion of the organization. The various available integrated communication options that the organization 3D Fitness have are-
Advertising is the most effective tools of integrated marketing communication. The different traits of advertising include persuasiveness, non-personal and dissemination. The advertising is an effective tool for increasing awareness about the brand and changing the perception of the people (Cowley, 2016). The pros and cons of advertising are-
Pros-
Cons-
Public relations is a process of achieving public acceptance by understanding the attitudes of the public and then implementing plans that have the public interest as the priority.
Pros-
Cons-
The internet marketing is a tool that has expanded the range that can be accessed by the marketers for promoting products and services.
Pros-
Cons-
The sales promotion is an effective way to enhance the movement of the products. Sales promotion in the case of 3D Fitness will only be directed to the consumers in the form of coupons, premiums, sampling, price packs, low-cost financing deals and in many different ways.
Pros-
Cons-
The integrated marketing communication campaign for the 3D Fitness is for fifteen months and has been divided into two categories, that is, grand launch and after the launch. It is important to differentiate between both the campaigns, as the initial efforts of promotions have the main goal of driving the maximum customers to come at the launch of the fitness centers. Also, the initial investment for the promotions will be more that too at a lesser time when compared with the annual promotional budget.
The 3D Fitness will use various mediums of advertising for gaining customers for the launch of the centers and then the target of 20,000 customers for the next 12 months.
Advertising Activity |
Opening (3 months) |
After Opening (12 months) |
Direct Mail |
$50,000 |
$100,000 |
Radio |
$400,000 |
– |
Social Media |
$100,000 |
$500,000 |
Newspapers |
$250,000 |
– |
Flyers |
$30,000 |
$20,000 |
Billboards |
$295,000 |
– |
Website & Mobile Application |
$100,000 |
$200,000 |
Sales promotions will be conducted by the organization to lure the customers in attractive deals that will help in getting more customers for the opening day and for the rest of the year.
The effectiveness of the integrated marketing communication campaign has to be regularly monitored and tracked to know about the impact each activity is having on the customers and finally will be evaluated. The evaluation will be compared with the objectives of the organization that were set for the entire one year.
Conclusion
The integrated marketing communication plan that has been suggested has a lot of potentials that will help in fulfilling the organization objective of gaining 20,000 customers in the initial 12 months. Also, the organization will excel this mark and will form a strong foundation in Sydney that will help in the organization in opening more centers in Sydney and expanding their fitness chain to Melbourne and Brisbane. This is due to the reason that our messages that will be conveyed are highlighting the unique selling points of the organization. Also, the utilization of all the communication tools in an aggressive manner will help in making an impact on the people. Moreover, the different tactics that are being applied are integrated and all are interconnected, due to the strong message strategy. The customers will be enticed to try atleast one of the service that the center is providing. The 3D Fitness have to fulfill the requirements of every customer to initiate a good mouth marketing that is the most effective tactic of promoting a brand.
References
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Barker, R. (2013). Strategic integrated communication: An alternative perspective of integrated marketing communication?. Communicatio, 39(1), 102-121.
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Cowley, M. (2016). Irish Home Care: An Integrated Digital Marketing Plan & Communications Evaluation for Care Worker Recruitment. SSRN Electronic Journal, 1(1), 10-15.
Eberechukwu, A., & Chukwuma, A. (2016). Integrated Marketing Communication In Building Customer-Based Brand Equity: A Review Paper. International Journal Of Management And Economics Invention, 1(1), 35-79.
Einwiller, S., & Boenigk, M. (2012). Examining the link between integrated communication management and communication effectiveness in medium-sized enterprises. Journal Of Marketing Communications, 18(5), 335-361.
Elías Zambrano, R. (2018). Digital advertising storytelling: consumer educommunication. IROCAMM-International Review Of Communication And Marketing Mix, 1(1), 32-42.
Finne, Å., & Grönroos, C. (2017). Communication-in-use: customer-integrated marketing communication. European Journal Of Marketing, 51(3), 445-463.
Gabrielli, V., & Balboni, B. (2010). SME practice towards integrated marketing communications. Marketing Intelligence & Planning, 28(3), 275-290.
Image References
(2018). Retrieved from https://www.genoaparkdistrict.com/wp-content/uploads/2017/10/GFC-Track-Equipment.jpg
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