Student Handout Marketing Graded Exercise #6 IMC Campaign: Conestoga Campus Fitness Centre The Conestoga Campus Fitness Centre ("CCFC") needs to market a new exercise service to students. The goal is to increase fitness memberships with the CCFC. The new service includes a reduced-price membership and benefits to attract students new to exercise and/or new to Canadian fitness centres. Dedicated training times, access to multilingual training staff, and an informal and relaxed atmosphere are core benefits of the program. The CCFC expects more membership purchases if new members become confident users of the Rec Centre prior to starting their individual exercise activities. The introductory program will include 12 weeks of coaching, after which, all participants are offered annual membership at 25% off the regular rate. The program is the first of its kind on campus, and in the Greater Kitchener Area. Key Product Benefits/Features Introductory program offered at a price of $10/week, collected via cash or credit card. Optional 12-week fitness coaching program offered to all new members. Daily 90-minute workout sessions in the main gym, restricted to new members, only. "Trainer buddy" teams will allow interaction with a professional trainer and a small number of other new members. Access to at least three professional trainers and/or member relationship assistants at each workout session to help with exercise etiquette, offer fitness tips, and answer questions. Two of these professional staff will offer multilingual capabilities Pre-scheduled, small group Rec Centre tours with club staff prior to the first workout. 60-minute fitness consultation, including creation of an individualized workout. 30-minute post program fitness consultation Free Conestoga College water bottle. . Breakout Rooms Discussions We'll begin by addressing issues that arise in the first 4 steps of the marketing communications process (Pgs. 309 to 311 in your text): Step 1: Specify the IMC Objectives Does the CCRC's marketing team plan to build awareness, interest, or engagement, induce trial or purchase, or increase brand loyalty or advocacy with its communications campaign? Or a combination of objectives (See Figure 12-10 The Customer Advocacy Funnel in your text.)? Step 2: Identify the Target Market Identify geographic, demographic, psychographic and behavioural characteristics. Develop a target market persona. Step 3: Design the Promotional Program Develop a program name that communicates the value offered and appropriate for the Conestoga College brand. Develop a slogan, as well. Class Discussion: Using a class-wide discussion, we will set the parameters in steps one to three for everyone and then each student will undertake the final step, Conestoga Campus Rec Centre IMC Campaign Instructions to Students: 1. Develop a part of the IMC campaign for the CCFC's new program, in the Introduction stage of the product life cycle. 2. Each student will choose one element from the list below, and develop a promotion that will be part of the IMC campaign: Print ad Press release Website Radio ad Direct response Twitter feed TV ad Coupons Facebook page Billboard Contest Instagram page Magazine ad Event / Sponsorship Personal selling script 3. It is important that the promotional element exhibits the ideas from our discussions to most effectively attract the right target audienc(s). Remember to keep the target market in mind and use the brand name and slogan that We developed as a group in class to communicate the brand personality. Student Handout Marketing Graded Exercise #6 IMC Campaign: Conestoga Campus Fitness Centre The Conestoga Campus Fitness Centre ("CCFC") needs to market a new exercise service to students. The goal is to increase fitness memberships with the CCFC. The new service includes a reduced-price membership and benefits to attract students new to exercise and/or new to Canadian fitness centres. Dedicated training times, access to multilingual training staff, and an informal and relaxed atmosphere are core benefits of the program. The CCFC expects more membership purchases if new members become confident users of the Rec Centre prior to starting their individual exercise activities. The introductory program will include 12 weeks of coaching, after which, all participants are offered annual membership at 25% off the regular rate. The program is the first of its kind on campus, and in the Greater Kitchener Area. Key Product Benefits/Features Introductory program offered at a price of $10/week, collected via cash or credit card. Optional 12-week fitness coaching program offered to all new members. Daily 90-minute workout sessions in the main gym, restricted to new members, only. "Trainer buddy" teams will allow interaction with a professional trainer and a small number of other new members. Access to at least three professional trainers and/or member relationship assistants at each workout session to help with exercise etiquette, offer fitness tips, and answer questions. Two of these professional staff will offer multilingual capabilities Pre-scheduled, small group Rec Centre tours with club staff prior to the first workout. 60-minute fitness consultation, including creation of an individualized workout. 30-minute post program fitness consultation Free Conestoga College water bottle. . Breakout Rooms Discussions We'll begin by addressing issues that arise in the first 4 steps of the marketing communications process (Pgs. 309 to 311 in your text): Step 1: Specify the IMC Objectives Does the CCRC's marketing team plan to build awareness, interest, or engagement, induce trial or purchase, or increase brand loyalty or advocacy with its communications campaign? Or a combination of objectives (See Figure 12-10 The Customer Advocacy Funnel in your text.)? Step 2: Identify the Target Market Identify geographic, demographic, psychographic and behavioural characteristics. Develop a target market persona. Step 3: Design the Promotional Program Develop a program name that communicates the value offered and appropriate for the Conestoga College brand. Develop a slogan, as well. Class Discussion: Using a class-wide discussion, we will set the parameters in steps one to three for everyone and then each student will undertake the final step, Conestoga Campus Rec Centre IMC Campaign Instructions to Students: 1. Develop a part of the IMC campaign for the CCFC's new program, in the Introduction stage of the product life cycle. 2. Each student will choose one element from the list below, and develop a promotion that will be part of the IMC campaign: Print ad Press release Website Radio ad Direct response Twitter feed TV ad Coupons Facebook page Billboard Contest Instagram page Magazine ad Event / Sponsorship Personal selling script 3. It is important that the promotional element exhibits the ideas from our discussions to most effectively attract the right target audienc(s). Remember to keep the target market in mind and use the brand name and slogan that We developed as a group in class to communicate the brand personality