Case Study

Although Bounce Fitness is known in the local community, it is seeking an extended presence and identity to promote the organisation's unique approach and lifestyle vision to an older audience in the Brisbane area. This will include a new initiative called 'Bounce Fitness: Fitness in Maturity' and focus on specifics such as weight, health, and flexibility. You have three (3) months to plan and advertise this new initiative.

Target Audience:

Bounce Fitness's target audience is over 50 years of age and considered 'old school'. Starting from the initial contact and assessment, these individuals are looking for innovative, effective and convenient solutions for their needs. They may have already heard of Bounce Fitness, but are looking for additional information. They may have weight or health issues or concerns (diabetes, restricted mobility etc.) and have an interest in improving their fitness but have not addressed these needs until advised by their health provider of the necessity. Experience, connections, and quality are important factors in the decision-making process.

The group has limited understanding of computers and does not tend to pursue difficult processes for gaining information online. They have a comfortable disposable income but spend carefully and must-see real value. They tend to read extensively and are large subscribers to newspapers and magazines.

Communication Strategy:

Print advertising will provide information and should emphasise the 'user-friendly' and health-knowledge side of the business for the older, less experienced and self-conscious individual. The health assessment and support must be clear as this will provide security and comfort.

The online information will provide profiles, special offers, featured health articles, and company information. It will be mostly a brochure-type site with database origination.

This assessment requires you to analyse and research the business vision, mission, values, objectives, goals, competitors, financial targets, management arrangements, marketing approaches and strategic, business and operational plans to produce a targeted business plan designed to raise funding and support for the project.

To achieve this, you must refer to the Case Study and the additional information from Bounce Fitness, including the Bounce Fitness Business Strategy and Planning Documents:

What are the organisational and legislative frameworks relevant to this project?

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Are there any licenses or permits that will be required to implement the venture? If so, describe what these are and how you will obtain them?

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