Business Case: COVID 19 is now in decline and people are starting to go out again, play sports and other activities.Edgar has a personal training studio that he has operated for over 5 years on Danforth Ave. in Toronto. Before Covid, his business was very strong based on the unique and individual way he worked with clients. He uses traditional Yoga and Weightlifting to help people to get physically fit and tone key areas of the body. He trademarked the concept "YogaLift", and "Sculpt" is the name of his Studio.

During COVID he was closed down for most of the time due to legal health restrictions and he struggled financially to just survive. But now that he is fully open, people are hesitant to come back to his gym. From what he has found, it is that people are nervous about health and social distancing in Gyms. However, because he works with people individually, this should not be an issue for his clients.

So Edgar knows he must reach out to potential clients and do some marketing to bring people back into his studio. He is desperate, because if he does not get paying customers back in, he will go bankrupt in 4 months.

Edgar heard from a friend that you are a Marketing student at Centennial College. He has contacted you to help him develop an IMC plan for "Sculpt".

In working with Edgar, you need to fill out the following questions to help develop an IMC plan to get people into "Sculpt"!

Strategic Plan In developing an overall plan for the business, you need to start at the top understanding the market and Edgar's business.
In setting up YogaFit's plan, write out for each as an example a: Objective: Strategy: Tactics:

Creative Edgar is working with a creative agency to develop a new advertising campaign.
What do you think is the main USP, the business should be?
What would should be the Main Message be for the client?	/2
Tell us what 3 creative appeal techniques he could use and rationalize which one would be best for his business.	/6
Describe a technique we used in class to evaluate creative to judge if what the agency presented was appropriate and on brief.	/2

Media Planning You are working with a small media agency on determining priorities of factors to consider as you develop the plan. As you review with them, answer the following questions.	/12
Write what you think would be an appropriate communication objective for "Sculpt"?	/2
There are many factors that can influence the media strategy for this business. What would be the four most important ones and why?	/8
What is the difference between a Build Up schedule and a Blitz schedule?	/2
Media Selection There are multiple choices of marketing mediums to use and you are trying to determine which ones to consider.	/13
Edgar does not have a lot of money, but you are considering using radio vs a local newspaper to advertise his message. State to Edgar what are two advantages and two disadvantagesof each medium and what one would you recommend and why?	/10
The agency has come back with a Billboard creative. In judging the creative specifically for this medium, what are three tips that need to be considered for OOH advertising?	/3

Direct Response You are considering a Direct Response plan for the Studio.	/10
You want to present to Edgar two choices for a Direct response campaign. Name two and foreach one, what are two advantages and two disadvantages of each and what option would you recommend	/10
Bonus Question: What is the brand of Fire log Iain loves