Central Energy

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

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Centre is outdated • Signage outside the institute

(Francis Street) is outdated • The name of the gym “Fitness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

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

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

Results for a new name... Results

Central Vibe

Next Step

Central Energy

Motivation

None

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

Goals and Objectives • Specific 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

• Measurable 0 people currently know about the rebranded gym, we are aiming for 5000 people (students, lecturers and admin staff) to recognise the new brand.

• Achievable Creating awareness of the refurbishments and new name to 18,022, from the combined staff, students and faculty at Central Perth

• Realistic 50% the Central campus (students, staff and faculty)will become aware

• Timely Time frame by the end of the first semester, 30th June 2010, allowing time to produce the formal evaluation report

Target PublicsPrimary• 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

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

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

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

StrategyWe are proposing the following two point awareness campaign• First Stage <insert dates>• 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.

StrategySecond 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

 

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

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

Legal and Ethical IssuesImportant: 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 Event Probability Impact Strategy

Renovations not finished at time of launch (e.g. paint still wet/smelly)

Low High Allow leeway from expected time of renovations until launch

Awareness of gym not high enough

Low High Make sure our tactics are iron-clad – more than enough to ensure awareness

Preconceived perceptions of Central gym/gyms in general

High Medium Focus on the positives and benefits of the gym – lower prices, convenience of location etc

New name not effective Low Medium Make sure we research chosen name. Survey students and lecturers

Gym access not convenient/known

Medium High 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.

Medium High Prepare communication strategy to negotiate and compromise.

Ensure that the membership and prices are not unrealistically cheap

Risk Event Probability Impact Strategy

Gantt Chart

BudgetPurposed 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.

Thank you