Integrated and Marketing Communications Assignment 2022

Running head: INTEGRATED MARKETING COMMUNICATIONS
Integrated and Marketing Communications
Name of Student:
Name of University:
Author Note:

1INTEGRATED MARKETING COMMUNICATIONS
Executive Summary
Crunch Fitness is a fitness brand who has a good marketing strategies that has helped in the
growth of the business the recent years. They are the leading brand in the promotion of ads
which are related to no judgement. It broke all the stereotypical strategies that comes in way of
fitness and essentially developed tools that is related in making fitness fun.

2INTEGRATED MARKETING COMMUNICATIONS
Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
IMC Media and Contact Points...................................................................................................3
Multimedia and Multichannel......................................................................................................5
Budgeting.....................................................................................................................................8
Conclusion.....................................................................................................................................12
Reference List................................................................................................................................14

3INTEGRATED MARKETING COMMUNICATIONS
Introduction
IMC stands for Integrated Marketing Communications which is a marketing strategy used
to ensure that all forms of communication platforms are closely connected together. There are
different marketing tools which works better when they are mixed together in harmony as they
enhance the growth of businesses (Tygel et al., 2016). Fitness Crunch for the branch of Footscray
has opted for social media marketing platforms as the marketing strategy in order to improve the
effectiveness of the organization. Social bakers is the marketing partner of Fitness Crunch.
Social bakers is an AI powered social media marketing firm which provides a software for
marketing to various brands and companies. Social bakers allows the Footscray branch of
Crunch Fitness with the flexibility to publish posts as well as schedule them in more than 250
social media profiles such as Instagram, Facebook, Twitter and Google which works faster than
other campaigns (Bogsnes, 2016).
Discussion
IMC Media and Contact Points
Crunch fitness has opened up a new pilot program system in Footscray which
automatically invitees the select franchisees to connect with Social baker account in order to
create, share and empower the local content that reverberate with their clients. The fitness brand
tries to promote their approach of merging entertainment with fitness by making it fun. It has a
pioneering role in the provision of fitness to people with differing exercises, goals, strategies and
outcomes (Tuten & Solomon, 2017). Recently, Fitness Crunch launched its new strategy of ‘No
Judgments’ with the marketing agency, Strawberry Frog. They created a video which broadcasts
a woman trying to raise a belly laugh from the talking belly button. Another video shows a

4INTEGRATED MARKETING COMMUNICATIONS
fitness fanatic been defeated by an unhealthy guy who does pulls-ups with his facial hair. The
sole purpose of these marketing strategies is to introduce humor and fun as a part of workouts.
The main objectives of the IMC Campaign of Crunch Fitness are as follows:
 The mission is to increase the rate of participation and members by targeting
customers with promotional events
 Recognitions from new customers after promoting the event in various platforms
 Providing free entry to ten new visitors before they get enrolled in the
organization so that they feel motivated to bring more new visitors
 A membership referral program benefits the current members as they are given
member subscriptions
 Creating catchy advertisements to attract more demand
Previously, the media platforms performed very slowly and the managing team was not
fast enough to cater to the needs of the people. Crunch Fitness is one of the greatest fitness
brands globally offering more than 300 gyms. The brand has gained over the market with the
introduction of new tools such as dashboards which reports and displays visually about the posts
which works best. It also recommends the customers with the facilities that can be further
optimized in the dashboards. These includes advanced reporting systems, permitting the approval
of work flow via mobile networks with an in-platform based technical supporting char facility of
customers and organization (Glor, 2015).
Crunch Fitness is contracted by the toll-free number who handles client quarries,
problems and give details of the different workout, training sessions. It has assistance of live
chat, email support, help desk and post queries on social media pages of Facebook, Twitter,

5INTEGRATED MARKETING COMMUNICATIONS
Messenger and Instagram. The Franchise Development team contacts the new clients who have
called to enquire about the details and discuss the opportunities. The management team helps the
clients to enroll their names successfully (Tsao, 2013). As Footscray is a small place with people
of diverse cultures, Fitness Crunch brings them together because they have the belief of ‘No
Judgments’.
Location of a gym is one of the most crucial aspects of the demand of Crunch
fitness. People their gyms to be near to their homes. The fitness provider has most of its
franchised fitness club in the densely populated place of Melbourne where the demand for such
activity is huge (McCarthy, 2016). People are busy with their works and therefore, finding a
flexible shift timing for workouts is not easy. However, crunch fitness provides service for 24
hours a day. The gym hours start at 5p.m. and extends till nine in the evening so that customers
can either get their routines before or after their work. The brand keeps good reputation along
with the proper staff who manage the organization amazingly well.
Multimedia and Multichannel
Integrated marketing communications (IMC) involves the multimedia and multichannel
to reach the targeted audiences over time. To strengthen the strategic business process, marketers
Marketing strategies of Crunch Fitness
Location Shift hours Price
Staff Reputation

6INTEGRATED MARKETING COMMUNICATIONS
uses the tool of multimedia and multichannel. Media acts as a means to send and receive various
type of MC messages. The media of IMC campaign includes radio, print, television, social media
and digital (Sattelberger, 2015). The entire campaign is based on these factors. It also focused on
strengthening the touch points, critical points and contact points of the club. The success of the
Crunch Fitness media campaign in Footscray is determined by these factors. The fitness chain
launched several programs to execute the media campaign.
Image of the training room in Footscray
When people see themselves or their tweets on a huge screen at a basketball ground or at
a concert, they get excited. Crunch fitness planned to use this concept in its gyms, as a cheap and
instant marketing tool (Lombard, 2014). It launched a testing program named CrunchTV. The
purpose of the program is to show Twitter and Instagram content of gym members directly to the
gyms’ TV. This will stream the contents in real-time and entertain the gym members. To show
video or photo of themselves, they need to add the hashtag CrunchTV with their working out
videos. It will take another 10 to 20 seconds to upload the content on CrunchTV and in this way
the members will be able to see themselves in gyms’ TV. It was first launched in a franchise of
the club in the United States. Though, initially the gym members hesitate to post their photo or

7INTEGRATED MARKETING COMMUNICATIONS
video on CrunchTV but after six weeks of testing it reached to 2000 posts. It helped the fitness
chain to expand its branding and marketing program.
The fitness chain also took assistance from the social media platform to execute the
program. A famous display network of social media UPshow.tv, helped Crunch Fitness to launch
and successfully run CrunchTV (Pantano & Viassone, 2015). It is a very significant marketing
tool of the fitness chain to crowd source its content over Footscray. This is a quick and less
expensive way to strengthen marketing and branding of the Crunch Fitness. It acts as an
advertising tool for the company. It attracted many new customers by watching a photo or video
of a person showing their results. This kind of Instagram or Twitter posts boost brand endorsing.
A window has created with the help of such program. It enables interaction with the brand and
let the fitness chain know who liked the platform and how many followers they have. It helped
them to gather information related to the marketing of the brand.
Image of an innovative advertisement

8INTEGRATED MARKETING COMMUNICATIONS
To make fitness a fun activity, Crunch Fitness launched a campaign in Footscray for
advertisement and publicized the ‘No Judgment’ culture of the fitness club in 2019 (Gabisch &
Gwebu, 2011). It expanded the business in two other countries such as Australia and Canada
except USA. Fitness club’s new multi-platform initiative by StrawberryFrog called marketing
movement for social and broadcast promotion (Chao, 2015).
In the one video content, an unassuming guy did pulls-ups with his facial hair and
outmaneuvered a fitness fanatic with hard body. Whereas, another video shows a woman with
talking belly button, who raise one or two belly laughs. This kind of content boosted the
promotional activity of the fitness club. The main objective behind this campaign was to promote
fitness as a fun activity among the fitness enthusiasts (Di Blas, Paolini & Rubegni, 2010). Many
people have attracted by the advertising campaign as they emphasized on the clubs’ philosophy
of ‘No Judgment’. It took help from a famous designing and advertising consultancy firm
StrawberryFrog for brand fuelling marketing movements. The New York based company
StrawberryFrog works with clients such as Jim Beam, Heineken, SunTrust Bank and Pampers.
These clients facilitated in the digital and TV campaign of the Footscray branch. In this way the
club can control campaign and management system.
Budgeting
Crunch fitness firmly believes that strong budgeting is essential for the growth and
development of organization. On an average, each firm pays a minimum of 400 dollar every
month for digital marketing. A lot of brands use attractive videos with good content to raise the
consumer demand. Making the ad with professional actor not only increase the expenditure, also
lose the customers as it looks fake. Ad promotion is an inexpensive tool and gives a high level of
return, provided that the firm knows the usage of correct techniques and what attracts the

9INTEGRATED MARKETING COMMUNICATIONS
customers. That is why, Crunch Fitness use new faces or makes video of the current members to
promote the event. When it comes to the brands budget, it tries to focus on the demand of the
customers by keeping in mind about the fee structure and it’s pricing. Footscray is reputed to be
one of the coolest fitness brands in Australia. Footscray has a good shopping arcade which helps
Crunch fitness with a wide range of customer participation. Nobody likes to spend much of their
money on fitness and membership card helps people to collect revenues by the rise in demand
(Ramsey, 2013). Crunch Fitness tries to bring about their establishments and goals via social
media platforms.
Workout area of Crunch Fitness for Footscray branch
The best way to propose a budget for Crunch Fitness is to understand how the brand will
execute its promotions (Athanasopoulou & Giovanis, 2015). Customers were happy and satisfied
with the monthly membership cards which was comparatively lower than most of the other
famous fitness brands. These memberships start from 9.95 dollars and extend to about 24.95
dollar which is dependent on the preference of customers. It has connected well with its
customers by their satisfactory service. They highly preferred group exercise classes consists of

10INTEGRATED MARKETING COMMUNICATIONS
workouts like bosu boot camp, cardio tai box and one core absolution that is related to core
strengthening which were recommended from website of social bakers. Given below are the
tools used in proposing the budget of the fitness firm.
Chart showing the budgeting strategies for Footscray branch of Crunch Fitness
Crunch Fitness has taken up the strategy of catchy advertisements as their IMC campaign
tool. The cost of producing a one-minute video is near to 35,000 dollar, which may vary
depending on the props used during the advertisements (Ahmad & Salleh, 2019). The ads in
YouTube have an average cost of about .30 dollars and the most common return from the
investment nears to 20,000 dollars. This return is high during the first month, which slows down
in the passing months due to new trending ads.
Media Buys
This is the cost of placing an ad in magazine,
newspaper, websites, hoardings which
involves a toll-free number for the stations.
Production
While creating an advertise, the media
outlets needs to create a copyright so that
other firms cannot copy the same
Commissions
Refers to the cost made out to the advertising
agency like those of Social bakers who
source the candidates
Pay per Click
Includes the technological costs used to
search for services using keywords

11INTEGRATED MARKETING COMMUNICATIONS
Tactics Understanding the best communication technique
Timing
Understand the timing for each promotional event
to be made and meet the objectives, goals of the
proposed marketing strategy
Ownership To group the employees in certain teams and
propose different plans for execution of the plan
Measurement Usage of smart techniques to keep the data and
estimate the trend of growth pattern
Promotional mix
Crunch fitness uses a mix of all promotional tools,
although it mostly deals with the ad promoting
strategies
Budget
requirements
Includes the funding or expenditure cost incurred
by Crunch Fitness
Table 1: The budgeting strategies of the fitness organization for Footscray location
Expenditure for the generation of advertisements in radio, ranges from 200 dollars to
5,000 dollars each week as per the location due to the strengths of signals. On reaching to
100,000 viewers, an average firm earns around 20,000 dollars. In a generalized form, advertisers
had to pay a minimum of 10 dollar, for every 1,000 viewers due to a one minute commercial.
Customers want to search their choice of workouts and exercise routines with the tick of
a button using special keywords. Crunch Fitness must spend roughly 0.27 dollars for every click
in the search bar because the software require to acknowledge the usage of demographics, past
experiences, consumer preference, formats and impressions of the typed keyword. Funding on
the clicks, serves the firm to gather more customers and added profits, as they can easily search
the desired queries. Customers really does not scroll down to every page available on the
internet. The website of Crunch Fitness could be seen at the top because Crunch Fitness gives a

12INTEGRATED MARKETING COMMUNICATIONS
good amount their money to the software development agencies (Chintagunta, Hanssens, &
Hauser, 2016).
The video editing, voice editing and copywriting costs the firm with 1000 dollars. The
frequency of these ads are dependent on the investment made initially by the firms and on the
agreement between the agencies (Eke, 2017). Newspaper promotions drives the readers’
attention towards the usage of the good. Newspapers or headlines are followed by most of the
people. Internet has made the availability of services through the finger tips. The typical cost of
publication of an ad in the local newspaper is near to 20,000 dollar. This expense may be lesser
where the coloring and picture is of an average quality. However, some magazines charge as
much as 500,000 dollars for printing the advertisement in the cover page. This incurs a huge cost
on the firm nad affects the firm with low revenues and profit margins (Krueger et al., 2018).
Conclusion
Crunch Fitness has an extensive digital marking strategy for the club in Footscray that
works effectively for the growth of the business expertise. The Budgeting of Crunch Fitness for
IMC campaign in Footscray is related to the expenditure on multimedia platforms such as
television. Display ads, radio, televisions, newspapers and magazines. The management team has
an extensive communication among them which source the new customers. These budget are
mostly encountered for advertising and involves the cost for graphic designing, copywriting,
broadcast production, lead generation, media buys and overhead expenditure. The brand already
has a huge market power is growing due to introduction of attractive advertisements and
headlines that is deriving many customers. The CrunchTV has not only gained a power in the
market, also has a good reputation

13INTEGRATED MARKETING COMMUNICATIONS
Crunch fitness believes in making interesting videos as advertisements in the social
media for generation of new customers in Footscray. Promotion over the social media is easy due
to sharing options and platforms provide the customers with suggestions who are interested in
the posts. Video promotion is the latest trend in the market that receives acquisitions from a wide
range of customers. Thus, Crunch fitness has a successful IMC campaign in Footscray that has
indicated an upsurge in the business prospective.

14INTEGRATED MARKETING COMMUNICATIONS
Reference List
Ahmad, A., & Salleh, S. M. (2019). Brand Related Capabilities and the Process of Integrated
Marketing Communications (IMC): A Resource Based View (RBV). Journal of
Contemporary Research in Social Sciences, 1(2), 136-150.
Athanasopoulou, P., & Giovanis, A. N. (2015, September). The role of social media in the
marketing strategy of fitness centres. In 8th Annual Conference of the EuroMed Academy
of Business (p. 163).
Bogsnes, B. (2016). Implementing beyond budgeting: Unlocking the performance potential. John
Wiley & Sons.
Chao, R. F. (2015). The impact of experimental marketing on customer loyalty for fitness clubs:
Using brand image and satisfaction as the mediating variables. The journal of
international management studies, 10(2), 52-60.
Chintagunta, P., Hanssens, D. M., & Hauser, J. R. (2016). Marketing Science and Big Data.
Di Blas, N., Paolini, P., & Rubegni, E. (2010, July). How to build multimedia and multichannel
corporate brochures. In 2010 IEEE International Professional Comunication Conference
(pp. 157-163). IEEE.
Eke, H. (2017). The health promotion center A business plan. California State University, Long
Beach.
Gabisch, J. A., & Gwebu, K. L. (2011). Impact of Virtual Brand Experience on Purchase
Intentions: The Role of Multichannel Congruence. Journal of Electronic Commerce
Research, 12(4).

15INTEGRATED MARKETING COMMUNICATIONS
Glor, E. D. (2015). Building theory of organizational innovation, change, fitness and
survival. The Innovation Journal, 20(2), 1.
Krueger, R. M., Huber, L., Krueger, R., & Nesemeier, F. G. (2018). U.S. Patent Application No.
15/898,450.
Lombard, A. (2014). U.S. Patent Application No. 13/801,290.
McCarthy, B. (2016). Consumer Behaviour and PR.
Mohapatra, P., & Patterson, C. (2015). Future intelligent transmission network substation
(FITNESS). Scottish Power Energy Networks (SPENs).
Pantano, E., & Viassone, M. (2015). Engaging consumers on new integrated multichannel retail
settings: Challenges for retailers. Journal of Retailing and Consumer Services, 25, 106-
114.
Ramsey, D. (2013). The Total Money Makeover: Classic Edition: A Proven Plan for Financial
Fitness. Thomas Nelson.
Ranftl, J. (2013). What elements make an effective advertising campaign? a review of common
elements among proven effective advertising campaigns (Doctoral dissertation).
Sattelberger, F. (2015). Optimising media marketing strategies in a multi-platform world: an
inter-relational approach to pre-release social media communication and online
searching. Journal of Media Business Studies, 12(1), 66-88.
Tsao, W. Y. (2013). The fitness of product information: Evidence from online
recommendations. International Journal of Information Management, 33(1), 1-9.
Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

16INTEGRATED MARKETING COMMUNICATIONS
Tygel, A. F., Attard, J., Orlandi, F., Campos, M. L. M., & Auer, S. (2016, March). How much?
Is not enough: an analysis of open budget initiatives. In Proceedings of the 9th
International Conference on Theory and Practice of Electronic Governance (pp. 276-
286). ACM.