EasyGym is a chain of gyms which was launched by the EasyGroup in 2011. The first few branches of the gym were opened in Wood Green and Slough. The Gym now has 16 outlets throughout the United Kingdom which is inclusive of their flagship one in Oxford Street in London. The gym does not charge any contract fees and is present for the sole purpose of satisfaction of the customers (easyGym. 2018). It aims to provide a unique experience to its customers.
Aim of the Campaign
The campaign aims for the following:
Target Audience of EasyGym
A target audience can be described as the given consumers for the satisfaction of whom the advertising campaign is formed.
The target audience of the gym is as follows:
The given knowledge about the target audience might come in useful:
The brand EasyGym is perceived as a no frills gym located in various parts of the United Kingdom which aims to offer a unique experience to the customers by offering them a wide variety of services (Vakratsas and Ambler 1999).
Through the given positioning of the firm, EasyGym aims to build a lasting impression in the eyes of the customers.
Product benefit
The benefits of the gym services for the larger audience have been given as follows:
The single most critical message which EasyGym wants the target market to take from the campaign is as follows:
EasyGym provides no contract and a unique experience to various gym members and help them build their ultimate body they desire.
Rationale
The target audience should believe what is being said because the firm is a reputed brand in various parts in the United Kingdom and known for its good name.
The EasyGym Company has been under the EasyGroup Company since a long time and has been successful in providing quality services in the last few years.
Response sought
The response received is generally defined as the feedback or the reaction of the given consumer when they are exposed for a particular campaign.
Easy gym aims to generate the following:
Tone of voice
The tone of the message can be a mixed one whereby the organization wants to converse with the target audience. The tone of any message used should friendly and welcoming. The tone should be professional thus aiming at successful goal completion.
The given media tools would be considered accurate for the marketing of company:
Estimate/budget
CAMPAIGN TYPE |
QTY |
PROJECTED COST PER UNIT |
PROJECTED SUBTOTAL |
|
National Marketing |
SUBTOTAL |
£ 10,500.00 |
||
Banner Ads |
15 |
£ 700.00 |
£ 10,500.00 |
|
£ – |
||||
£ – |
||||
Local Marketing |
SUBTOTAL |
£ 33,300.00 |
||
Newspaper |
15 |
£ 800.00 |
£ 12,000.00 |
|
In-Store Marketing |
15 |
£ 700.00 |
£ 10,500.00 |
|
POP |
12 |
£ 900.00 |
£ 10,800.00 |
|
£ – |
||||
Public Relations |
SUBTOTAL |
£ 10,000.00 |
||
Public Events |
£ – |
|||
Sponsorships |
£ – |
|||
Press Releases |
20 |
£ 500.00 |
£ 10,000.00 |
|
Webinars |
£ – |
|||
Conferences |
£ – |
|||
Client Events |
£ – |
|||
£ – |
||||
Content Marketing |
SUBTOTAL |
£ 37,500.00 |
||
Sponsored Content |
£ – |
|||
Landing Page |
15 |
£ 2,500.00 |
£ 37,500.00 |
|
White Papers / eBooks |
£ – |
|||
£ – |
||||
Social Media |
SUBTOTAL |
£239,400.00 |
||
|
200 |
£ 200.00 |
£ 40,000.00 |
|
|
300 |
£ 200.00 |
£ 60,000.00 |
|
|
300 |
£ 200.00 |
£ 60,000.00 |
|
|
300 |
£ 200.00 |
£ 60,000.00 |
|
Google+ |
67 |
£ 200.00 |
£ 13,400.00 |
|
|
30 |
£ 200.00 |
£ 6,000.00 |
|
Online |
SUBTOTAL |
£ 42,000.00 |
||
Blog |
15 |
£ 1,800.00 |
£ 27,000.00 |
|
Website |
4 |
£ 2,500.00 |
£ 10,000.00 |
|
Mobile App |
£ – |
|||
Mobile Alerts |
20 |
£ 250.00 |
£ 5,000.00 |
|
Email Newsletter |
£ – |
|||
£ – |
||||
Advertising |
SUBTOTAL |
£743,500.00 |
||
Online |
25 |
£ 25,000.00 |
£ 625,000.00 |
|
|
30 |
£ 1,000.00 |
£ 30,000.00 |
|
Outdoor |
23 |
£ 2,000.00 |
£ 46,000.00 |
|
Radio |
25 |
£ 500.00 |
£ 12,500.00 |
|
Television |
10 |
£ 3,000.00 |
£ 30,000.00 |
|
£ – |
||||
£ – |
||||
Web |
SUBTOTAL |
£ 75,600.00 |
||
Development |
5 |
£ 8,000.00 |
£ 40,000.00 |
|
Pay-Per-Click Marketing |
4 |
£ 8,900.00 |
£ 35,600.00 |
|
SEO |
£ – |
|||
£ – |
||||
£ – |
||||
Market Research |
SUBTOTAL |
£ 35,200.00 |
||
Surveys |
16 |
£ 1,300.00 |
£ 20,800.00 |
|
Impact Studies |
12 |
£ 1,200.00 |
£ 14,400.00 |
|
£ – |
||||
Sales Campaigns |
SUBTOTAL |
£115,000.00 |
||
Campaign A |
6 |
£ 10,000.00 |
£ 60,000.00 |
|
Campaign B |
5 |
£ 11,000.00 |
£ 55,000.00 |
|
Campaign C |
£ – |
|||
Campaign D |
£ – |
|||
Campaign E |
£ – |
|||
£ – |
||||
Other |
SUBTOTAL |
£ 58,000.00 |
||
Premiums |
31 |
£ 1,000.00 |
£ 31,000.00 |
|
Corporate Branding |
£ – |
|||
Business Cards |
180 |
£ 150.00 |
£ 27,000.00 |
|
Signage |
£ – |
|||
£ – |
||||
Total |
£ 1,400,000.00 |
Activity |
Content |
Duration |
1 |
Market research |
3 weeks |
2 |
Press Release |
2 weeks |
3 |
Newspaper, radio, banner and social media advertisements |
4 weeks |
4 |
Newspaper, radio, banner and social media advertisements, blogs, websites, surveys |
4 weeks |
5 |
Post marketing campaigns |
continuous |
References
easyGym. ,2018. easyGym. [online] Available at: https://www.easygym.co.uk/contact [Accessed 21 Apr. 2018].
Fill, C., Hughes, G. and De Francesco, S. ,2013. Advertising Strategy, Creativity and Media. Harlow: Pearson
Heath, C. and Heath, D. ,2008. Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck. London: Random House.
Jobber, D. and Ellis-Chadwick, F. ,2016. Principles and Practice of Marketing.8th Edition. Maidenhead: McGraw-Hill.
Ogilvy, D. ,2007. Ogilvy on Advertising. Prion: London.
Rodgers, S. and Thorson, E. ,2012. Advertising Theory. Oxon: Routledge
Smith, P.R. and Zook, Z. ,2016 Marketing Communications: Offline and Online Integration, Engagement and Analytics. 6th Edition. London: Kogan Page.
Vakratsas, D. and Ambler, T. ,1999. How advertising works: what do we really know?.The Journal of Marketing, pp.26-43.
Wijaya, B.S. ,2012. The Development of Hierarchy of Effects Model in Advertising, International research Journal of Business Studies 5(1), pp. 73-85.
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