Gym Campaign
Develop Public Relations
Campaign
Formal Report
D’Arne Corr, Jodie Hinscliff, Nicola Ripley, Nicole Neylon,
Nikki-Lee Kregers and Therese Lafferty
Executive Summary
In March 2010 we were given the brief for the Gym Campaign from Kelly Townson. After conducting
research and brainstorm and due to the opening times of the renovations kept changing, we decided that
we would change the direction of the campaign from raising memberships to raising awareness of the
Fitness Centre and the renovations.
In April, we created a Power Point presentation of our research and strategy to present formally to Dr
Derek Swarts, Kelly Townson, Peter Lawton, Ros Howell and Keith Critchett. Once complete we sent Dr
Derek Swarts an electronic copy of the Formal Report and awaited approval.
Due to lack of communication between Kelly Townson and the team, we realised that the display stand that
we wished to create for the 2nd June 2010 would have to be done within a week. Peter Lawton and Kelly
Townson were extremely helpful and we managed to get posters, brochures and banners organised. With
loans of equipment we managed to resurrect the display stand.
Whilst on the display stand we created and updated a database of students, staff and faculty who were
going to be attending the Central Institute of Technology next year, who were interested in receiving
further information regarding the renovations of the gym and membership.
Upon completion of the display stand we conducted an evaluation and we pleased with the result, we had
exceeded our objective.
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Table of Contents
Executive Summary ........................................................................................................................................... 2
Table of Contents .............................................................................................................................................. 3
Introduction ....................................................................................................................................................... 4
Situation Analysis............................................................................................................................................... 5
Aim and Objectives ............................................................................................................................................ 6
Target Publics .................................................................................................................................................... 6
Key Messages .................................................................................................................................................... 8
Strategies ........................................................................................................................................................... 9
Legal and Ethical .............................................................................................................................................. 10
Campaign Budget ............................................................................................................................................ 11
Schedule Provide ............................................................................................................................................. 12
Evaluation ........................................................................................................................................................ 13
Conclusion and Recommendations ................................................................................................................. 14
References ....................................................................................................................................................... 15
Appendix .......................................................................................................................................................... 16
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Introduction
The Central Institute of Technology Fitness Center is used for training and learning purposes at the college,
however it is also a fully functioning gym and business. The problem found with the was the lack of
awareness concerning the gym and the rebranding and renovations that are set to occur, and its minimal
membership.
The opportunity that arose from these issues is to promote the gym, particularly the awareness of the
rebranding and renovations that will be occurring in the near future, to our primary targets of the Students
at Central, and the secondary targets of Lecturers and other staff and faculty members of the college.
The campaign developed, including a proposal of a new name and rebranding of the gym, was designed to
achieve greater awareness for the gym and the mentioned changes occurring to it, also to gain a database
of potential future clients, to hand over to the gym staff, of at least 50 people. This was implemented with
the display stand held on Wednesday June 2nd during the college cultural event One World.
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Situation Analysis
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Aim and Objectives
Our SMART Objectives are:
•
To promote the newly refurbished and rebranded Fitness Centre and it’s various services, to
students, staff and faculty. To establish awareness of the location, services, opening times, class
times, pricing, and renovations
•
0 people currently know about the rebranded gym, we are aiming for 5000 people (students,
lecturers and admin staff) to recognise the new brand.
•
Creating awareness of the refurbishments and new name to 18,022 is achievable, from the
combined staff, students and faculty at Central Perth
•
Realistically 50% the Central campus (students, staff and faculty)will become aware
•
The time frame for this goal is by the end of the first Semester, 30th June 2010, allowing time to
produce the formal evaluation report
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Target Publics
Target Audiences
Primary:
Students (17,372 made
up of full time and part
time)
Geographic
Central Institute of
Technology
Demographic
From 16 +
Psychographic
Healthy
Male and Female
Interested in losing
weight or gaining
muscle
Perth Campus ONLY
All education levels
Staff and Faculty (650
made up of full time
and part time)
Interested in
socialising at the
campus
Desire to support the
institute
Feel the gym is
cheaper than other
surrounding gyms
Convenience
Secondary:
Northbridge and CBD
From 16 +
Healthy
General public
Leederville, Subiaco,
East Perth, Nedlands
and Mount Lawley
Male and Female
Interested in losing
weight or gaining
muscle
Other Central
campuses
All education levels
Interested in
socialising at the
campus
Desire to support the
institute
Feel the gym is
cheaper than other
surrounding gyms
Convenience
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Key Messages
The key message we have developed for the campaign
No Excuses
Rationale:
•
Resonates with a student audience
•
Will be easily understood with visual elements
•
Its personal
•
Guilt; feeling of obligation
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Strategies
We are proposing the following awareness campaign
2nd June 2010
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 - considering having a stand in the evening for part time students as they may
desire utilising the facilities before class.
Commences July or after gym renovations

Posters; It’s here, It’s done, Sport Shoe flyer, with advertising of the gym etc

Second Stand to 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; students give interest details they get a ticket and possible prices are; 3 Month Membership,
Rebel Sports Gift Voucher and 1 Month Membership

Face to Face Approach (possibly getting the fitness students involved); walking around Central
Perth buildings in gym clothing discussing the gym with students and classes

Central Webpage; revamp the web page as well, making it more accessible more appealing and
clearly stating where the gym is located and opening hours.

Brochures and more information included in the induction pack
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Legal and Ethical
•
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
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Campaign Budget
Purchased
Cloth for draping and table
Printing
 Posters
 Brochures
 Banners
Equipment
 Stands
 Table
 Exercise mat
 Thigh Master
 Fit ball
 Electrical Cords
 Laptop
 Docking Station
 Ipod
 Exercise Step Up
 Dumbells (small weights)
Staffing
Venue
Stationery
 Pins/Tacs
 Masking Tape
 Pen
 Notepad
Cost
$50.00
Funding by Institute
Loaned by students or Institute
Volunteers
Free
Loaned by Institute
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Schedule Provide
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Evaluation
From the pre-promotional gym campaign display stand we found that there were both negatives and
positives:
Negatives
1. The location
The negative of our assigned location was that we didn’t consider the catering of the event. The
catering was the free food lines that built up in front of our stand around noon of the day. As well
we didn’t consider that it was located next to administration offices, this acted as a problem as
were playing music to attract our target audience
2. That ‘One World’ was an international event
This was a negative as we didn’t consider the target audience that would go to the One World
event. The target audience for One World were from different ethnicities, this was a problem as
the language barrier stood in the way of communication.
3. Lack of communication between staff
There was a lack of communication on the day between all staff members on the stand. In terms of
immediate contact there was a struggle as some members weren’t easy to contact.
4. Time slots for staff
The roster of the stand was divided into 2x two hour shifts, with three people per shift. Staff
thought that their shift was long and exhausting, and should have been divided into hour long shifts
instead.
5. Noise; volume of music
We didn’t consider the noise level of our music that was playing, during the day we did receive
complaints from staff members with office around our stand. This should have been considered as
the music heightened the atmosphere.
Positives
1. BUMP in/out timing
As a group we were effective with the timing of the set up and pull down of the stand. The stand
commenced on time and ran smoothly throughout the day.
2. Effective without gym students
When we enquired about using gym students on our stand, and only received an email the day
before. It turned out for the better, as the stand would have been overcrowded.
3. Exact use of equipment/material use
We used the correct amount of equipment and material on our stand that gave it a professional
and clean look. If used the more than it would have looked messy and cluttered.
4. Met objectives for stand
We had met our objectives for the stand, it was 50 and we received 51. By meeting our objectives it
made our stand a success.
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Conclusion and Recommendations
Features of the Gym Campaign Plan

Equipment
The gym equipment that will be used as props at the pre-promotional stand will be used to
enhance the look and feel of the stand. By having tangible items at the stand will entice passersby
to ask us about the gym, and for us to provide them with information and also to get their contact
details (this is to help reach our objective)
 Music
The music will create the atmosphere that we are looking for. This is go hand-in-hand with the
name ‘Central Vibe’ creating an upbeat and vibrant atmosphere. We also use the latest top 40
music hits which will help attract our primary target audience which are students at Central
 Pull-up banners
These will create the identity and belonging of the college, which will give the stand a professional
look
 Photos
We have taken action photos of the gym, these will act as visual aids to promote the appearance of
the gym and what it has to offer their members
 Posters/flyers
These have all of the information about the gym on them, interested members will be able to take
these conveniently sized flyers away for future reference. The posters are a bigger, eye-catching
version to make the audience aware of the pre-promotion of the gym.
 Materials/furniture
These items will create the stand, in order to make it successful.
All of the above areas will be implemented for the pre-promotional stand during the One-World cultural
festival.
By using these above features as a general guideline for a different themed stand it should show the same
success rate in which we are expecting for ours.
Some minor adjustments will need to be made for another stand, such as suitable props; correctly themed
music; appropriate photos; and appropriate posters/flyers/banners that will improve the stand.
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References
Keith Critchett
Peter Lawton
Dr Derek Swarts
Kelly Townson
Jilly Williams
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Appendix
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