Integrated Marketing Communication Plan for 3D Fitness

Integrated Marketing Communication Plan for 3D Fitness i
Title: Integrated Marketing Communication Plan for 3D Fitness
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Integrated Marketing Communication Plan for 3D Fitness ii
Contents
Introduction......................................................................................................................................1
Creative Approach/Message Strategy..............................................................................................2
Primary Messages........................................................................................................................4
Secondary Messages....................................................................................................................5
Review of Integrated Marketing Communication Options.............................................................6
Advertising..................................................................................................................................6
Public Relations...........................................................................................................................8
Internet Marketing.......................................................................................................................8
Sales Promotions.........................................................................................................................9
Recommendations for Integrated Marketing Communication for One Year..................................9
Advertising, Public Relations & Internet Marketing...................................................................9
Sales Promotions.......................................................................................................................13
Monitoring & Evaluation of Campaign Initiatives........................................................................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................17
Image References.......................................................................................................................17

Integrated Marketing Communication Plan for 3D Fitness iii
Executive Summary
Integrated Marketing Communication is the integration and the coordination of different
marketing tools that are implicated in generating maximum impact on the customer by building a
brand awareness of a product, service or an organization. It is a concept that is crafted to
formulate the working of various integrated marketing communication processes like
advertising, public relations, sales promotions, direct marketing, social media marketing and
personal selling. But the integrated marketing communication has also emerged in the recent
years with event participation and sponsorship is also an integral part of the integrated marketing
communication. All the various processes of marketing communication work in collaboration
like a unified force in harmony to fulfill the objectives of an organization. It is an aggressive
approach that is scheduled for a time period in which the set targets of the organization in
creating brand awareness amongst the targeted audience has to be achieved. The integrated
marketing communication helps in conveying the messages that are set by an organization,
highlighting the various attributes about their product and service. This is an interlinked
relationship between the communication tools and the messages. The messages can be altered
depending on the type of tool being utilized. In this assignment, the integrated marketing
communication plan is being formulated so the organization can have an effective launch and
can achieve its set targets for the next 12 months. The 3D Fitness is a unique fitness center that is
a combination of a gym, café and spa. The integrated marketing communication will focus on the
uniqueness of the organization and will create a message that will be conveyed through the
various communication tools that are appropriate for the organization in creating a brand image.
All this has to be conducted in a set budget and the correct allocation of the budget on the
various communication tool has to be done effectively. The regular monitoring of the various
communication tools has to be done to make changes that are needed. The changes can be in the
process of conveying the message or in the message itself. The integrated marketing
communication will help the 3D Fitness achieve its promotional goals that will further help in
attaining the organizational goals.

Integrated Marketing Communication Plan for 3D Fitness 1
Introduction
The 3D Fitness center is scheduled to open within three months and is based on the plan
of being positioned as a brand that is providing its customers with three dimensional facilities
which are fitness center, café, and a beauty and salon spa. The slogan of the organization is
“Determination, Dedication & Desire in Life”. The organization is going to open five centers
in Sydney with one being opened at Sydney CBD and the rest four being opened in the suburban
area of the city in north, south, east and west direction. The organization is passionate about
these centers as both the owners of this organization are athletic people and it is their passion,
which they want to share with the people of Sydney. The fitness centers are built with the
objective of providing a wide range of facilities to the customers, thus the gym area has been
divided into five categories that include cardio area, strength area, stretching area, free weight
area, and aerobics area. The aerobics area is divided into two rooms, one for aerobic and the
other one for spinning classes. The café that is the second dimension of this center is created with
the key motive of providing the customers with a social space that helps them to build a strong
bond with their gym mates along with healthy food and beverages. The café also facilitates the
customers with protein shakes and other gym merchandise that are easily available for the
customers. The beauty and salon spa is the third dimension and this space has been created so
that the customers can pamper themselves with various beauty treatments and also can enjoy a
relaxing spa after a tough and sweaty workout. The integrated marketing communication plan
will help in fulfilling the objectives of the organization that have been set for the next one year,
that is a total of 15 months including the three months before the opening time. The main
objectives of the organization are to gain 20,000 customers in the next twelve months with the
city based center acquiring 6.000 customers and the suburban centers attaining around 3,500
customers each. The other objective of the organization is to attain a 15% profit margin from the
cafes and attain a 30% profit margin from each beauty and salon spa. On the basis of these
objectives, the organization will be able to accomplish its bigger objectives of opening new
fitness centers in Sydney, Melbourne, and Brisbane. The integrated marketing communication
plan will help the organization in building a strong image of the organization as it will ensure
that all the communication tools are interlinked and will work in harmony. In this assignment,
the plan is built in a systematic manner that creates a message strategy, examines the available

Integrated Marketing Communication Plan for 3D Fitness 2
options of the integrated marketing communication, suggests the appropriate actions that should
be implicated in the plan for the next fifteen months with regular monitoring and evaluation
being conducted on each campaign initiative. The integrated marketing plan is built on a
specified budget of 2.2 million that will be utilized effectively to highlight the uniqueness of the
3D fitness center through various mediums.
Image source: (www.genoaparkdistrict.com)
Creative Approach/Message Strategy
The main focus of the message strategy in the integrated marketing communication plan
is to make brand awareness, strengthen the attitude of the customers about that product or
service, should be encouraging the customer to create an enthusiasm amongst the customers for
the product and should build a connection with the customers that further helps in building a
strong bond. All this has to be delivered by the organization’s message strategy for building a
brand value for an organization (Aesthetika & Febriana, 2018). The message strategy also has

Integrated Marketing Communication Plan for 3D Fitness 3
used creativity and innovation for better positioning. A creative message brief is first initiated to
understand and jot down the different guidelines that our message should be fulfilling. The name
3D Fitness have dual meanings, firstly it can be elaborated as determination, dedication and
desire, which are the three key principles of the owners when they were athletes. The second
meaning is the three dimensional services that the organization is providing its customers. For
the organization 3D Fitness, the message will be created on the basis of two message strategies
that is a unique selling proposition and the brand image. Also, the message is targeted to people
who belong to the age group of 20-60 years and the message is targeted to people belonging to
different demographic backgrounds and are living in Sydney.
Image source: (thumb1.shutterstock.com)
The following key messages have to be highlighted in the integrated communication
plan. The messages have been created on the basis of unique value proposition and brand image.
The message approach will highlight the following attributes of the organization-