INTRODUCTION The company, PSB Fitness, is founded by two PSB graduates, Jessie and Matt. Jessie has 7 years' experience as a fitness instructor at GoodLife Fitness. Matt is a certified personal trainer with 5 years' experience and 15 existing clients. The two new fitness centers will be operating at onsite at in the HMC and Davis Campuses of Sheridan College. They have $250,000 investment with a marketing budget of $25,000 for the first 12 months. You'll need to develop and execute a marketing campaign plan for the first 3 months of opening. The plan must include strategies and tactics which are realistic and actionable. Since PSB Fitness is just about to be open, you'll have an opportunity to create a new product for your campaign. BUSINESS OBJECTIVES The primary business objectives for PSB Fitness are to: Gain new customers and brand awareness for its two Sheridan College locations Generate revenues by creating and promoting unique products that would be desired by Sheridan College students