Media Plan for Fast Fitness

Media Plan for Fast Fitness Table of contents 1, Background to hypothetical plan 2, Media objectives 3, Competitive analysis 3.1, Budgets 3.2, Media selection 3.3, Timing of media delive

Media Plan for Fast Fitness Table of contents

1, Background to hypothetical plan

2, Media objectives

3, Competitive analysis

3.1, Budgets

3.2, Media selection

3.3, Timing of media delivery

4, Target audience analysis and recommendation

5, Media habits of the target audience

6, Media selection rationale

6.1, Creative media options

7, Media strategy

8, Flowchart and budget

1, Background to hypothetical plan

Fast Fitness is a personal-training focused company, operating in three locations

in Sydney since 2002 It is positioning itself between the large gyms and the personal trainers’ services Sessions are held in small groups with personalised workout plans, for the average price of $80 for average 3 occasions per week, which is highly competitive with personal trainer’s $80/hr

FF is hiring an advertising agency to create an effective media plan to support the marketing plan, which objective is to change the market share from 2,12% to 2,52% of its local market The company has told the agency to assume a total advertising budget of

$100000 and asked for a media plan The account group says the creative department is working on page-four/ color magazine ads, car stickers and a YouTube video and other computer applications

2, Media objectives

Fast Fitness wishes to advertise all year around, and also to heavy up one month before those months when the sales was lower in the past years (school year beginning month, December, January and February) The goal is to use the present facilities maximum

effectively, without the need to purchase new location in the following year

During the heavy up periods the company wants to reach the 70 percent of target customers an average of 4 times, and 35% 5 or more times The all year around average reach should be 40% at least once a month in the local target area Utilize various media which is able to show how simple the exercises are, what a beautiful body shape can be reached, how much weight can be lost in 3 months and how much someone can save in a year compare to attend to personal trainers

3, Competitive analysis

The aim of this section 3 is to give an overview about the media usage of the

competitors in the previous year, so the media planner have the resource and knowledge to come up with the best plan possible to make of the budget what is most effectively

supporting the marketing and media objectives

3.1, Budgets

Exhibit 1 shows how much the main competitors spent last year for advertising in

various media

Exhibit 1.

Competitor Companyes of Fast Fitness

Market shares

%

Total annual expenditures $

Individual personal trainers (144

3.2, Media selection

The amounts that competitors spent are only part of the story From exhibit 2 the

planner can find out how the competitors used their dollars The data indicates that most of the money was spent in colour monthly magazines (women 31%, man 16,5%) The last column shows the average % spending in the various media types

3.3, Timing of media delivery

Exhibit 2.

spendings in %

URCoac h

Executive Fitness

Coachin

g Pro

Individual personal trainers (144 businesses)

Averag

e spend

%

Women

Travel

Radio show

As in the whole business life, timing is critical also for the media planning The

attendance in the gyms usually follows a bit the seasons, regarding that when the weather is cold, people wish to exercise indoor, but when the weather is fine from August to April people tend to choose outdoor sporting activity The beginning of school year, the times around Christmas and the usual summer holydays has a negative effect on the gym

membership numbers also, regarding that everyone has extra spending and less time Exhibit 3 shows timing of competitors’ spending Normally it is worth to advertise harder

when there is bigger demand, but in case of Fast Fitness next year circumstances, that there is only limited capacity left in the peak times and bigger in the off peaks, the media

planner will be requested to focus on the free resources

4, Target audience analysis and recommendation

Fast Fitness is focusing on the 35-50 age group, both man and woman Fast fitness thinks that its best prospects are mature people, who have limited income, so they tend to choose cheaper personalised group sessions than more expensive personal trainers, but as they feel overweighted and not confident about themselves and the fitness practice, they still have a demand on personalised exercise plan More details about target audience in

Exhibit 4 , based on surveys by Fast Fitness.

Exhibit 4

90% between 38-50 years old 80% Sydney like fit persons eat chocolate every 2-3 days 56% male

10%

Wollongong like good looking persons drink 2 beers every 4 days 44% female

10% other

<50km

they trust magazine ads most

buy nutrition magazines monthly

average income less than $50000 /

year

they trust famous sport stars

buy healthy life magazines monthly

To determine how many these people are, and how many of them are planning to do fitness the next year, the media company working on this media plan had to buy data from the Mediamark Research Inc Australia The result for how many 35-50 years old people

in Sydney wants to do fitness for at least one month next year is 7% of Sydney’s population

5, Media habits of the target audience

MRI Australia also tells planners which television programs regular fitness people

watch Exhibit 5 illustrates the concept of media selectivity Composition represents the

percent of the target age group, who wants to have gym membership next year.Although it is only 7% of the total Sydney population, it is much more percent of the viewer’s of the fitness programmes

Exhibit 5

People who want gym membership next year Adults

inde x Total adults Sydney

400000

Morning Fitness

5

Afternoon Fitness

5

Fitness world

4

Australia Fitness

5

6

5

The media behaviour analysis continues in Exhibit 6 by showing average people’s

selectivity to other sports programs on TV with fitness mindset These analysis show which programs have concentrations of the target audience, and guide the planner in selecting the best media to reach them

Exhibit 6

People who want gym membership next year Adults

Total adults

Sydney

400000

Same concept applies to “body builders” readership ofmagazines Readers of Fitness

World are 371% more likely to have at least one month fitness gym membership than the average people from the target age group

Another important thing beside composition is coverage, which is the percent of the target that reads a magazine For example we can say that Man Fitness is covers 19,64% of yearly once gym membership holders (55000 readers / 280000 yearly membership holders * 100 = 19,64)

Cost effectiveness is usually evaluated by the Cost Per T(M)housand number, which shows how much does it cost to reach 1000 people of the target audience through a magazine If

an ad cost $2000 in Woman fitness for the Sydney area, and there are 45000 readers who

do fitness once a year, than 2000/45000/1000= $44,44

All data in detail for magazines are shown in Exhibit 7.

Exhibit 7

All numbers and %

is valid for the Sydney area only

Audience nr

Comp

%

coverage

%

inde x

cost

$

CPM

$

Nr of fitness members yearly

Man Fitness 55000 43 19,64 614

220

0 40,00

200

0 44,44

210

0 32,31

180

0 90,00

234 1

167,2 1

156

7 34,07

432

1 54,01

123

4 20,57

167

8 49,35

222

2 22,22

6, Media selection rationale

For the next year there are tree media vehicles sel ected to deliver the advertising messages

a) There will be all year round a full A4 colour page bought in the middle of Fitness

World Magazine This magazine was selected for a few reasons First of all, this magazine is only published in Sydney, and therefore it is tailored as much as possible for the local particularity Secondly it has the cheapest CPM in the range of the investigated papers,

$32,31 / 1000 people of the target audience The Fit Fitness, Personal Fitness magazines are too expensive, the Man Fitness and Woman Fitness is too selective Natural Fitness would be highly competitive, but has less target audience readers and last year there were communication problems between the two company’s management

b) The second selected vehicle is billboard advertising in the neighbourhood of Fast

Fitness locations This vehicle is supposed to support the heavy up advertising periods, as it

is easy to schedule in time

c) The website of the company This vehicle is selected, because it is directly controlled

by the company, can be refreshed daily, has low cost after once it is already running, can contain various multimedia

6.1, Creative media options

a) Cooperate with Australia Home Made Chocolate Inc chocolate manufacturer, and

introduce the “Crunchi Funchi Fitness Bar” with the following slogan on it – “Our chocolate tastes better than ever, and tells you how many exercises to do to use its energy in a fun

way, so you stay as slim and healthy as you were before! To learn more about food and contained energy, visit Fast Fitness Do fitness as fast as eat a chocolate bar.”

b) Distribute free stickers for cars: “Follow me, I am driving to Fast Fitness – sooner or

later : )))”

c) Distribute free glasses and fridge magnets: “I love myself, I mind my health”

7, Media strategy

TV advertisements will not be applied, since they are more difficult to target

geographically and they are very expensive

Target 35-50 years old limited income people, with the demand of personal training, but not personal trainer

The main page of the website will distribute first of all the value offer with the prices, locations, discounts offered etc There will be a free sample fitness plan, a request form for a personal fitness plan for some price, and an automated virtual trainer, “who” will always communicate the elements of the personalised training plan, while also showing the correct movements required Free screensavers, fitness theme e-postcards and desktop

backgrounds will be downloadable Present vouchers advertised for 5% off will be also offered

Use the Fitness World magazine and the website for the continuous advertising and awareness maintenance, and use the billboard advertising for the heavy up periods

Details shown in next chapter Exhibit 8.

8, Flowchart and budget

Exhibit 8 summarises the action elements of the media plan.

Exhibit 8

Fast Fitness next year media plan

Jan Feb Mar Apr Maj Jun Jul Aug Sep Okt Nov Dec

Cost

$

Fitness

World

avg

cost $

210

0

210 0

210 0

210 0

210 0

210 0

210 0

210 0

210 0

210 0

210 0

210 0

2520 0

Website

5000 0 Billboards

avg

cost $

350

0

350 0

350 0

350 0

350 0

350 0

350 0

2450 0 TOTAL