Central Institute of TechnologyThe 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

BackgroundBasic Info• Phone: 9427 1483• 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...

Central Vibe

Central Energy

Next Step

Motivation

None

44.5%

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 30th of June, 2010

Target PublicsPrimary• 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

ResearchSurveying 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?

StrategyWe are proposing the following two point awareness campaignFirst Phase <insert dates>• 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

StrategySecond 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 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

Renovations not finishedAt 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

Low

High

Low

Medium

Medium

Impact

High

High

Medium

Medium

High

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

BudgetProposed budget is $3000• Competition prizes $ 295.00• Raffle Ticket Books ($2.50 per booklet) $ 10.00• Drink Bottles $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