The Marketing Communication Plan Marketing Essay

The Marketing Communication Plan Marketing Essay With the background information I have been given in this assignment, I have created a key objective for the health and fitness centre where I will gather a report that reviews and analyses the marketing communications activities also outlines recommendations for future communications activities. My aim at first place is to increase the number of members, I will also propose to use more personal selling to develop new accounts, this will increase the amount of trials and encourage other members to join a fitness club and be made aware of other promotions. Like many fitness clubs devote themselves to schedule a marketing plan, research shows that promoting for health club is managed by using telephone (telemarketing) Radio (radio advertising) Biz (business membership programs) Mail (direct mail and email marketing), TV (cable advertising) News (newspaper advertising), etc (Source: fitness360). These tools have been tested and proven that promotion is custom designed in particular relation with demographics region, time of the season, current members, male-female ratio and other information gathered from clubs profile before starting of the promotion. When analyzing them all together by designing multiple exposures marketing programs to achieve the campaign, Ill suggest to employ a pull up strategy, with most prospects aged between 10- 25 mostly targeting primary school, and college to offer them services that encourage students. This group has most free leisure time and most disposable income to spend on visiting a fitness club ever si nce most schools and colleges do not have the health and fitness service in their premises. This will also reinforce current members beliefs and help create loyalty which could aspire them to use a fitness club at some point in the future. Ill also suggest targeting the affordable sector of the market with a competitive pricing, including off-peak membership and low joining fees. Ill make the use of the PEST analysis to analyse external impacts on the health and fitness club that requires examining political, economic, social and technological environments. Political In the UK and worldwide government policy has potential influence to the market, specific initiatives could benefit the industry but theres also a broader push on the part of the government to try and promote healthy eating and exercise, possibly resulting in more people seeking gym membership. Early this year the government encouraged people to get fit ahead of the Olympic to come. Economic The economic factors such as utilities prices and wage rates will affect numerous aspects of any fitness club in the UK, the fitness costs will rise and members may need to prioritise their spending as cuts are made on their disposable income, especially in the prospect group. Not a lot of people are willing to spend much in the fitness club when they could on their own practice physical exercise at home, however price will be reviewed in order to well compete in the market and encourage subscribers to join a fitness club. Social Lifestyle factors such as growth in convenience foods and home entertainment have resulted in more muddy lifestyles; consumption levels of alcohol are rising which will effect gym participation and subscription. In todays celebrity cultures theres lots of pressure to looking better in the social life and have better appearance; this has influenced the levels of people who want to improve themselves such as some men that are influence to build six pact bodies to attract more females and such are also the desire of some women encourage their men not to be obese. Technological Its important that the health and fitness club have up to date machines to compete with others and satisfy the needs of the members. However I will also use technology to target the public in an effective way, text messages with special offers and online free trial vouchers and also create a page on the socials network.(source: 2.warwick) Task2. Marketing communications mix The first element of my strategy is the vision for health and fitness club, which is to ensure the quality of the fitness club, in which the communities get its service, where my goal is to maximize earnings. My mission is to create a winning strategy that is unique. Every fitness and health club plans is designed base on the personal exercise and nutrition history, past and presents events. In order to accomplish the marketing communications mix I will outline my strategy in more details and then bring forth my marketing communication mix to emphasis more on my ambition. The strategy section will be divided into discussions around objectives, message, and media. Objectives: The strategic objective will aim to provide the fitness club consumers, access to sport and exercise opportunities to the top range facilities by adopting a healthy lifestyle. A physical activity and exercise will be integrated into the curriculum wherever possible, The fitness club will work with its local partners in education and people to share information, knowledge, skills and expertise, for example with schools, Higher Education and local employers through the arrangement of work placements for students and will share good practice at national competitive sporting events. The fitness will give services to support pupils progressing from school to college a unique opportunity to consolidate good experiences or to re-engage those who have had a less positive experience. Allowing students to actively engage in recreation and extracurricular activities, including sport, when activities are discovered and adult habits are formed they will still be on the go to be familiar with the fitness centre, with a given benefit to ensure that all students have access to develop healthy and physically active. With the local customers of the fitness club, promotion will be given, such as free weekly passes to the members, allowing them to bring friends and close relatives, which could attract some new subscriber, with a discount packages to the current member that manage to bring friends, promote a fitness fair, by having an open house for the public to give free passes. Set up drop-boxes in a few public places advertising a chance to win a free 3 months membership, this will allow people to obtain contact names and numbers. Give people a call and put forward them a free 7-day pass, and have a drawing for the grand prize. Message: My message should sound making bold statements to draw the attention of people in belief of my commercial messages: organizing a public speaking and fitness group will means getting people together to motivate each other by allowing people to be aware of what we are attend to do and reminding them of our existence. However getting out and spreading words concerning the fitness club, is one way to promote fitness and organizing a fitness group is to explain in more details the importance of physical activity, therefore public speaking may be one way to get the word out to the public and sedentary friends and co-workers. To achieve this, Ill suggest the use of current staff and get them trained and have sufficient knowledge to encouraging people to subscribe, by telling their own experiences regarding the good effect since they joined the fitness club and how you got to be physically fit, they should also mention how fitness has changed their lives. Go over the benefits of phy sical fitness such as weight loss, improved self-esteem, and renewed energy. All of these could be done by demonstrating the good facilities that are there to encourage people, by joining the health centre, and why choosing to join us whiles other health centres are still there? In so doing, people will understand my overall message, where the key point is to promote exercise, consistency and offer support and encouragement, and then for sure people might now develop the need to join the health and fitness centre.( source: sales-and-marketing-for-you) Media: when hoping to bring a new product or in my case to promote a new service that will be ruining in fitness club, you need to carefully consider possible ways to promote your product. Being excited about the new services is fine but having to get the public excited about it will be the most important aspect, if the aims are to make money. However, using different mediums such as Radio, Bus, TV, public speaking, and social network are welcome (source: ehow). The key point illustrating on marketing communication mix is to create strategies and tactics goals around each stages of the sales process. As the growth of customer improve from side to side of the stages from unaware to aware, interested, evaluation and purchase, the message and communication tools, uses on every single stage needs to link into where the customers are in the journey and what sort of information will help them progress to the next stage. Specifically focusing on internet and face to face marketing in order to increase brand awareness. The adverts will show the benefits of healthy lifestyles, giving the consumer the idea about getting in shape. However: Population trends by socio economic group are an important influence on ability and prosperity to spend on fitness club membership. Consumers from the socio economic groups are the most likely to use health and fitness clubs regularly, most are light TV viewers so this medium is not an effective target, Radio is like ly to be more effective. (Source: sales-and-marketing-for-you).The use of social media has exploded in recent years as a way to raise awareness and generate free traffic. This is a very broad term which includes sites and services such as Twitter, Facebook, MySpace, YouTube, and many others. The main advantages of tapping into the power of social media are that it is free and that your message has the potential to go viral and reach a huge amount of people without additional effort. The negative effect in social media is how to avoid being considered a spammer. The key to successfully promote services in social media is to provide content that is worth enough, that people really want to follow and take your advice when you recommend services that they are looking the most to get, for instance a page address will be create and give some brief explanation of what we do, who we are and what are the benefits of joining us, there shall be a drop up mail for people to leave note and comme nts, consistency survey will be on the site for people to tell us what they think, where improvement could be done to still attract subscribers.( source: clickbank) Task3. Marketing communication plan The section shields the strategic day to day aspects of setting up my plan into action, where the use of my judgment and discretion on deciding how to schedule and plan activities, calculating costs and measuring progress will be outlined. The cost of the marketing will certainly play a big part in what I am intend to do. Bad sales and marketing is as a general announcement focused on no one in particular. In order to maximize a huge return profit, it is always good to approach the marketing plan with consideration and not devote a lot of money on a single marketing channel or campaign. I will instead try to shape up a range of successful publicity approaches over a time, I will also outline its cost, and how much money will I have to spend on advertising campaign? How long and how much each communication method will be balanced against the marketing communication budget. I will at first place, be concerned about the break-even point before developing any sales and marketing program, including advertising cost. I will also find out how much is each new customer and exiting customer worth to the fitness club? When observing the lifetime value of the health and fitness club subscriber, I will use approximation such as fi guring out, how long each customer stays with the fitness club, where the contract will be given for 1-3 years for the new subscribers. Once I know the number and frequency of sales I derived from the average customer, I can then use profit margin to estimate how much each customer worths to the fitness club and how many customers is needed to obtain the specific marketing campaign, in order to consider it as a success: However, focusing on 4 different medium as a starter, to promote my new services, I found that the cost for ITV 1 channel per day in Yorkshire is of  £411, the cost of Local Radio Station is of  £40 per week with 8 short spot adverts of 15 seconds per day and the cost of transport advertising is of  £159 per week ( Source: Blackboard). My message needs to reach customers, therefore the out home advertising buses will be these that are seen on high street shops and go to different places of the city, where middle and junior management of the social class are liv ing. Based on my research, I will therefore recommend 4 weeks of advertising on radio which worths  £160 a whole month , 4 week buses advertising with the cost of  £636 the month and 4 Sundays advertising on ITV 1 as most weekends, especially on Sunday people stay home and get prepare for the coming week, where they will be target on the daytime services of 11am to be aware of the services from the fitness club at the cost of  £1644, the total average budget for the advertising will be estimated at the price of  £2440 for a whole month . Personal selling: This is the most frighten as well as the most costly methods in the marketing communication process. Nevertheless, as small business we are, it also can be the most rewarding aspects of my marketing process. Just as with usual marketing, good selling practice begins and ends with the customer. My whole objective is to remind the local area about the existence of the club, inform them about the new services that will be taking place in the health centre: However, due to the huge volumes of fitness club, Well differentiate ourselves from other fitness and health centre, by determining their needs and create the best solution for customers and then persuade them to subscribe with us. Report Executive Account Statement To: Brand Spanking Agency 29/10/2012 I Daniel Kevin AMATCHA, I am please to submit my report describing on how I intend to promote the fitness and health club. The purpose of this report was to gather sufficient information to render professional opinion about advertising your health and fitness club. This assessment includes research and figures concerning the cost of the whole month budget when using the mass media to promote the fitness club: however. I have also included the PEST analysis, which is an effective way to analyse external impacts on the health and fitness club, and planned the strategic action that will be of good use for the marketing communications mix as I separated into discussions around objectives, message, and media. I have also introduced a marketing communication plan on how to work side with the marketing mix, which I have designed along with its schedule and plan activities including the cost of the advertising. You may also find underneath of my report the weekly statement budget and the chosen mediums to promote your health and fitness club for a month period. Statement of weekly budget: Weeks week 1 week 2 week 3 week 4 Total Communications Tools Radio  £40.00  £40.00  £40.00  £40.00  £160.00 ITV 1  £411.00  £411.00  £411.00  £411.00  £1,644.00 Bus  £159.00  £159.00  £159.00  £159.00  £636.00 Other costs Total  £610.00  £610.00  £610.00  £610.00  £2,440.00 If you should have any question please contact me on: [emailprotected] ID Num: 33287677 Sincerely Daniel Kevin AMATCHA Account Executive Bibliographies: Source: fitness360//>>campaign types//>> services/>> sales and promotions//>> © 2012 fitness marketing systems //>> http://www.fitness360online.com/fitness-marketing-services/on-site-membership-promotions viewed on the 24/10/12 Source: 2.warwick//>>fitnessfirst//>>pdf//>>context analysis and promotional//>>http://www2.warwick.ac.uk/alumni/services/eportfolios/bsqjfb/fitnessfirst.pdf viewed on the 17/10/12 Source: sales-and-marketing-for-you//>>marketing communication plan//>>Copyright  © 2012//>>http://www.sales-and-marketing-for-you.com/marketing-communication-plan.html viewed on the 17/10/12 Source: ehow//>>ways-promote-new-product//>>http://img.ehowcdn.com/author-avatar/studio-image/ver1.0/Content/images/store/0/5/10f337f6-807a-4881-a57c-27efbd75408f.Small.jpg by Larry Amon//>>http://www.ehow.com/way_5162681_ways-promote-new-product.html viewed on the 17/10/12 Larry Amon Larry Amon has been working in the computer field for more than 10 years and has experience writing scripts, instructional articles and political commentary. He has been published online, as well as in NRB Magazine and Delmarva Youth Family. He started a nonprofit media organization in 2000. Source clickbank//>>common ways to promote products//>>http://www.clickbank.com/help/affiliate-help/affiliate-guides/common-ways-to-promote-products/ Source: Blackboard//>>x-stream.leedsmet.ac.uk//>>http://x-stream.leedsmet.ac.uk/webapps/portal/frameset.jsp?tab_tab_group_id=_2_1url=%2Fwebapps%2Fblackboard%2Fexecute%2Flauncher%3Ftype%3DCourse%26id%3D_33250_1%26url%3D Viewed on the22/10/12 Source: myadbase//>> guide//>>advertising radio station//>>http://myadbase.com/guide_final.php?page=advertising_radio_station viewed on the 20/10/12 Source: ukbusiness//>> UK Business forums//>> Business forums//>> General business forum//>>http://www.ukbusinessforums.co.uk/forums/showthread.php?t=49219 viewed on the 26/10/12 Source: outdooradvertisingltd//>>Bus stop advertising//>> http://www.outdooradvertisingltd.co.uk/pages/bus-stop-advertising.php viewed on the 26/10/12 Source: sunriseradio//>> advertising//>> http://www.sunriseradio.fm/innerpage.php?rank=2 viewed on the 24/10/12