Central Institute of Technology The Fitness Centre We recognise that the gymnasium is a classroom first, and a business second

Background Basic Info Phone: Opening times: Monday - Friday 6am-9am, 11.30am pm Saturday 10am - 3pm (The centre is not open on a Saturday if it is a long weekend or during term holidays) Fees Members annual join fees $50 per year (includes appraisal and personal program) Membership payment options (members only) $20 = 4 visits, 2 months expiry $45 = 10 visits, 4 months expiry $45 = 1 month, no holds $100 = 3 months Casual payment $10 per visit, also available to members Membership includes Fitness appraisals conducted by registered Instructors Programs (circuit training, hypertrophy training, cardio-vascular training, fat loss, rehabilitation etc) Supervised program induction with registered Instructors Lunch time group exercise programs

Problems Low awareness of the gym Low membership Lack of awareness about the refurbishment and improvements proposed for the gym Lack of adequate signage with directions to the gym Signage outside of the Fitness Centre as well as on Francis Street is outdated The name of the gym “Fitness Centre” needs to be modernised

Opportunities Renaming of the gym to something more modern and appealing Increase awareness of the location of the centre Improve signage around the campus Promote existing membership and class opportunities Encourage a healthy lifestyle amongst the institute’s community Provide other class options

We propose... Rename the gym Raise awareness of the gym, the location and the plans for the refurbishment Set in place plans for the launch of the renovated facility Suggest ideas for new and improved signage

Results for a new name % 16.5% 25% 10.5% 3.5% Most popular: Central Vibe We interviewed 200 students the results were as follows:

Objectives To promote and establish awareness of the newly refurbished, renovated and rebranded Central gym from 0 people to a potential 5000 students, lecturers and admin staff This will be done by the end of first semester 30 th of June, 2010

Target Publics Primary 17,372 full and part time students 650 full and part time staff and faculty Specifically within Central college, on the Northbridge campus Either gender Interested in being healthy, or losing weight or gaining muscle Prices are cheaper than usual gyms Convenient

Target Publics Secondary General public Other Central campuses Predominately around Northbridge, CBD and around the other campuses Either gender All educational levels

Research Surveying 126 current lecturers and students we found they want the following; 41% wanted cheap fees; 4% suggested that it was included in the fees and or information included in course/induction 13% informed us they didn’t know where the gym was; Another 3% said they thought that if they had better adverts they may be enticed 4% wanted Longer Opening hours 8% wanted Better/More Equipment 7% said they didn’t have time between their classes 3 % wanted better customer service 12% said absolutely nothing Only 5% were already members

Key Messages New name is Central Vibe That it exists and is available to students, lecturers, and the public From the awareness allows possibility to recruit new members Being refurbished with new carpet and painted walls Fitness appraisals conducted by nationally registered instructors

Strategy We are proposing the following two point awareness campaign First Stage Building up suspense by a series of posters eg, Shhh….it’s changing, Have you heard?, Almost there… Awareness Stand; current pictures of gym and plans for the renovations, membership information, classes, opening times and location

Strategy Second Stage Begins in - July or once gym is renovated Posters that It’s here, It’s done with advertising of the gym etc Should coincide with the Grand Opening – house warming themed invitations and celebration- food and drinks available with a healthy aspect Drink Bottles with logos/information given to first 100 members upon sign up Raffle- win a to Rebel Sports Gift Voucher, 3 Month and 1 Month Gym memberships Face to Face Approach Central Webpage Brochures and more information included in induction pack

Channels Posters Flyers Video competition correlates with MyCentral campaign Information on the Student Portal Raffle with prizes Face to face approach- members can act as personal billboards Adhesive arrows from different place on campus, guides them to Gym Flags at entrances about the facilities and classes offered Display stands

Legal and Ethical Issues Important: we will abide by the Central Institute’s code of conduct by: Avoid: prejudice, racism, sexism - discriminatory content of any kind Considerate of other students and staff - no offensive content We will not promote violence in any of our campaign content We will not promote alcohol, drugs or cigarettes We will adhere to health and safety regulations – mask down cords, keep fire exits clear Will ensure we do not infringe on any copyrights We will not conflict with any services provided for the disabled or disadvantaged

Risk Analysis Risk EventProbabilityImpactStrategy Renovations not finished at time of launch (e.g. paint still wet/smelly) LowHigh Allow leeway from expected time of renovations until launch Awareness of gym not high enough LowHigh Make sure our tactics are iron-clad – more than enough to ensure awareness Preconceived perceptions of Central gym/gyms in general HighMediumFocus on the positives and benefits of the gym – lower prices, convenience of location etc

New name not effectiveLowMedium Make sure we research chosen name. Survey students and lecturers Gym access not convenient/known MediumHigh Point out the gyms location and how to get to it as part of the campaign. Have better signage. Offending existing gyms in the Northbridge and CBD area, as we cannot be seen as competing. MediumHighPrepare communication strategy to negotiate and compromise. Ensure that the membership and prices are not unrealistically cheap Risk EventProbabilityImpactStrategy

Budget Proposed budget is $3000 Competition prizes $ Raffle Ticket Books ($2.50 per booklet)$ Drink Bottles$ Food for stand (fruit, vegetables and drink)$ Once approval has been confirmed then a formal budget will be forwarded with justification

Thank you