Better Fitness - Integrated Marketing Campaign

2777 Words12 Pages
Contents Page 1 Executive Summary | 3 | 2 Introduction | | 2.1 Company Background | 4 | 2.2 Mission Statement | 4 | 3 Campaign Diagnosis | | 3.1 Better Fitness Marketing Goal | 5 | 3.2 Better Fitness Marketing Objectives | 5 | 3.3 Integrated Marketing Communication Objectives | 5 | 3.4 Primary Target Markets | 6 | 3.5 Secondary Target Market | 7 | 3.6 Campaign Theme | 7 | 4 Campaign Strategy | | 4.1 Integrated Marketing Communication Strategy | 8 | 4.2 Campaign Strategy and Tactics | 8 | 4.3 Place and Distribution Structure | 12 | 4.4 Timeline | 12 | 4.5 Evaluation Strategies | 12 | 5 Campaign Budget | 13 | 6 Conclusion | 13 | 7 Appendix 1 | 14 | 8 Appendix 2 | 16 | 9 Appendix 3 | 17 | 1 Executive Summary Better Fitness Centre is the market leader in Balmain. Assisted by its modern facilities, abundance of programs, flexible membership, experienced staff and the convenience of onsite services, it endeavours to improve the health and overall wellbeing of their members through the provision of quality service and to attract new and younger clients to join as members. With a convenient location, Better Fitness aims to bring the highest level of professionalism, expertise and knowledge in helping its members to achieve their personal fitness goals. The fitness trainers' expertise also allows for an injury free exercise program tailored specifically to meet the needs of members. Better Fitness’ strategic marketing objectives have been assessed and an effective integrated marketing communication strategy has been designed and communicated within this plan to address and meet Better Fitness’ objectives and overall company goals. With the implementation of this integrated marketing communication strategy, Better Fitness will successfully reach their intended target markets, achieve further brand

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