Zom/d21/le/content/456718/viewContent/9483554/View IMC Campaign: Conestoga Fitness Centre The Conestoga Fitness Centre ("CFC") has developed a new exercise product for students. The goal is to increase the number of CFC fitness memberships by attracting: 1) students who are new to exercise; and 2) students who are new to Canada and western-style fitness centres. The CFC hopes that helping these potential buyers become confident users of its facilities will increase the chances of full memberships being purchased. The program is the first of its kind on campus. Product & Benefits/Features Program Name: Step It Up! Tagline: Don't be afraid to sweat! 12-week program Fees of $10/week can be paid in cash or by credit card. Features Include: Daily 90-minute workout sessions in the main gym, restricted to program members only "Trainer buddy" teams will allow interaction with a professional trainer and a small number of program members . At least three professional trainers and/or member relationship assistants will be at each session to help with exrcise etiquette offer fitness tips, and answer questions. Two staff will offer multilingual capabilities. A no-scheduled ouided tour prior to the first seccion * 13 View as Text Download . Dany JU TITULE WUTROUL Sessions Me Tanr yym, TESTieu tu program members, only "Trainer buddy" teams will allow interaction with a professional trainer and a small number of program members. At least three professional trainers and/or member relationship assistants will be at each session to help with exercise etiquette, offer fitness tips, and answer questions. Two staff will offer multilingual capabilities. A pre-scheduled, guided tour prior to the first session. 60-minute fitness consultation, including creation of an individualized workout. 30-minute post-program fitness consultation. Free Conestoga College water bottle. Participants will also receive 25% off a full membership if they sign up during, or up to two weeks after, the end of the Step It Up! Program. . Student Instructions: 1. Develop a promotional element for an IMC campaign promoting Step It Up on the main Conestoga College campus. Include a brief description of your promotion and why it will attract the ideal students. 2. Each student will create one element from the list below: Print ad Press release Website Parlin and Dirent reennnes Twitter food 1/3 View as Text Download attract the Taear students. . . 2. Each student will create one element from the list below: . Print ad . Press release Radio ad Direct response TV ad Coupons Billboard Contest Magazine ad Event / Sponsorship . . . Website Twitter feed Facebook page Instagram page Personal selling script . . 3. Your promotional element must attract the target audience(s) noted. Include information such as the program name, tagline, and contact info. Also, be sure the branding, visual design and messaging get your target audience(s)' attention! Keep in mind that the campaign will occur in the Introduction stage of the product life cycle for the Program - 600 1 13 View as Text Download